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AMA: Canva Head of Product Marketing, Charlotte Norman on Messaging
May 20 @ 10:00AM PST
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Canva Head of Product Marketing, Charlotte Norman on Messaging
Top Questions
What's your best product marketing 30-60-90 day plan to make a big impact at a new company?
I'm starting a new job next week! Would love to hear your top tips in general as well as at the director level.
Charlotte Norman
Canva Head Of Product Marketing • May 20
The first 90 days is such an exciting and sometimes overwhelming time in a person's career. The best way to set up for success in 90 days is as follows: Day 1 - 30: Learn, learn, learn The first task I complete (and subsequently ask my newbies to complete) is an end-to-end product audit. Th......Read More
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How do you get to creative, consistent and differentiated messaging?
Do you believe in brand positioning/purpose as a north star for messaging?
Charlotte Norman
Canva Head Of Product Marketing • May 20
I do believe in having a north star to help guide all your messaging. Having a clear brand and positioning DNA which is the overarching narrative for your entire company, will help ensure there’s consistent messaging across the entire business and that all positioning is helping tell your company......Read More
4053 Views
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Charlotte Norman
Canva Head Of Product Marketing • May 20
Positioning is about showcasing how you solve your customer's needs in a unique and beneficial way. I firmly believe that you can not create strong messaging if you have not completed an audit of your competitor's messaging. I typically use the following framework to audit competitors: Comp......Read More
25218 Views
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Charlotte Norman
Canva Head Of Product Marketing • May 20
Good question and I’m sure everyone has a slightly different take on this. From my perspective: Positioning = How you solve customers needs and sit in relation to the wider competitive market Messaging = How you bring your positioning to life in market I like to think of messaging as the......Read More
5280 Views
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Charlotte Norman
Canva Head Of Product Marketing • May 20
Testing, iterating, and optimizing with your core audiences is the key to successful positioning: * Talk to your customers and prospective customers to see how the messaging resonates with them and if it helps them understand the benefits of the product * Mockup product flows, or market......Read More
20053 Views
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Charlotte Norman
Canva Head Of Product Marketing • May 20
I believe there are three crucial things that need to be outlined in order for a successful launch: * Why are we doing the launch: what are the key metrics, objectives and customer benefits of doing it * Who's the core team working on the launch * How are we measuring success post-launch?......Read More
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