I have a background in market research and content marketing before transitioning my career into product marketing after a year long push with senior leadership to create the role. I believe my well-rounded background, determination, and innate curiosity about people and technology will be ideal to succeed in Housecall Pro’s PMM role.
I was the founding PMM at Uscreen, a video membership platform helping small and medium sized business owners run and grow their membership platforms.
I led the research arm where I managed and conducted customer, competitor, market, and product (i.e. usability and user) research to help with customer journey mapping, identifying use case personas, highlighting win/loss reasons, defining product strategy, and analyzing campaign efficacies. As a strong believer in value-led messaging, my first act as a founding PMM was to redefine the company's value propositions that was backed by primary research, which reshaped our positioning in the market.
Leading the research arm, I worked collaboratively with the Growth team to analyze behavioral metrics that enhanced research insights and value-led messaging. I’ve used tools such as Hotjar to assess website page convertibility, as well as Qualtrics and Typeform to create surveys to help identify unique markers for our personas, their pain points, and needs. I also worked closely with the Data team to conduct quantitative analysis on our core products (OTT apps, live streaming, and community) to create data-backed product stories for our sales, customer success, and marketing team to use in their respective channels.
My customer-centric approach led me to become the company’s ‘voice of the customer’ point of contact. I worked cross-functionally to create and implement go-to-market campaigns for our features and implemented a feature tiering system to prioritize launches that were impactful to both the company’s engagement and revenue alongside our customer’s revenue.
I led the launch of our live streaming feature, our goal was to increase feature adoption by 50% and generate $1M in customer revenue directly related to the use of live streaming within 3 months. We achieved ~80% feature adoption and reached our customer revenue goal in Q1’24. I worked to get stakeholder alignment to release this feature and coordinated with the product team to ensure the feature is ready to launch. The execution of the launch was cross-functional; I worked across 6 teams ensuring launch objectives and activities were aligned with our business goals.
I created an internal guide/one-pager that highlighted the GTM strategy, product story, competitor differentiation, and feature value & capabilities, which became the cornerstone collateral for sales and customer success to use. I worked with the content and creative teams to ensure we have customer facing materials to showcase the feature including case studies, videos, and learning material on the importance of live streaming for membership businesses. In collaboration with the growth PM, I wrote impactful website copy to revamp our live streaming feature page. Alongside our community manager, we organized and hosted a webinar with over 100 attendees on how to incorporate live streaming in one's membership, this also included a product demo from our PM, and we recruited a high-value customer to speak at the event and share their successes with live streaming as well as the value they experienced with our product.
I am a passionate storyteller, and developed a deep understanding of our product and customers which allowed me to distill complex information to my audience’s level of understanding. I worked with PMs to refine feature benefits and communicate feature functionality in a simple and clear manner to internal teams and our customers. I oversaw the messaging & positioning of all features to ensure it's value resonates with our customers which enhanced product adoption and improved our lifecycle marketing engagement metrics. This included managing the development of feature trainings, internal guides, and sales enablement materials, ranging from product blog posts, to sales decks, product stories, case studies, and one-pagers.
Ultimately, I love consuming information, connecting the dots, and telling stories that matter to consumers and stakeholders.
