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AMA: Uber Eats Former Head of US&CA Marketing and Global Product Marketing, Francisco Bram
on Messaging
February 13 @ 10:00am PST

View AMA Answers

Messaging With Francisco M. T. Bram, Vice President of Marketing at Albertsons Companies
Top Questions
How do you leverage qualitative insights and data to build out a product messaging?
Vice President of Marketing at Albertsons Companies
Data insights is a critical component of what I like to call “Evidence-based Marketing”. I like to use 3 types of data insights: User Research, Market Research, and Customer Proof-Points. I use User Research data to help guide the user/customer journey map. This data is critical to help you map o...more
At what point do you consider competitive information in your messaging?
Vice President of Marketing at Albertsons Companies
It all depends on your intent, your market and your business operational setup. With regards to intent, you can use competitive information to inform your unique and differentiating features and solutions. This can certainly help you craft a more compelling narrative that uniquely stands out. I w...more
How do you juggle the different voices wanting to weigh in on messaging, and make sure you're not watering things down with a "messaging by committee" situation?
Vice President of Marketing at Albertsons Companies
I find that the best way to get everyone aligned is to include them early in the marketing research and user insights phase. This will help set a baseline for what the narrative needs to be, removing already some of the personal assumptions other team members can bring to the discussion.  The ...more
How do you and at what stages do you test your messaging?
Vice President of Marketing at Albertsons Companies
I think you need to experiment and test your messages throughout the go-to-market planning phase, marketing research and development of your value proposition. We use multiple channels to test our messaging, Emails, In-App Messaging, Push Notifications, Text Messaging, Social Media, Performance A...more
Where is the best location for product marketing case studies, if any? If not, how do you reccommend an aspiring product marketer to get acquainted with the particular, day-to-day activities of the career besides an internship?
Vice President of Marketing at Albertsons Companies
Because Product Marketing can encompass a variety of different roles and responsibilities depending on your organizational structure and company size, I haven’t found a great location other than Sharebird (via AMAs) or HubSpot Blogs where people can actually share specific Product Marketing case ...more
How do you choose the right channels to activate the audience when you're launching a brand new product?
Vice President of Marketing at Albertsons Companies
Great question. I believe in data-driven market insights as a foundation for your channel strategy. I always start the assumption that the market is heterogeneous, and therefore, requires a personalized communication strategy. For example, a recent marketing research project I was able to lead he...more
How does experimentation fit into improving messaging? And if you find something that works in one channel, can you translate it across channels?
Vice President of Marketing at Albertsons Companies
Experimentation is a critical factor in the success of your story. Because the pace of change is accelerating, user needs and mental models today may greatly differ from just a few months ago. This will impact how successfully your message is being received. What worked a few months back may no l...more
Given the lean nature of how products develop, how do you best handle changes to your messaging based on quick evolution of product features?
Vice President of Marketing at Albertsons Companies
The best way to handle products that are ever changing is to build a solution centric narrative.  If you build your narrative around solutions or customer-centric needs, then this shouldn’t change with a few feature add-ons. Customer needs tend to change less often than product features. Think o...more
What are the best practices in creating messaging that works across geographies?
Vice President of Marketing at Albertsons Companies
These are the top 3 best practices I recommend: 1. Include Include the regional marketing leaders or regional general managers (depending on the size of your company) early in the development of the go-to-market strategy and team. These leaders are a great sounding board for the countries in th...more
What are the most common messaging mistakes you see product marketing teams making today?
Vice President of Marketing at Albertsons Companies
I love this question. Over the course of my career, I’ve seen inexperienced and experienced product marketers (including me) commit a variety of messaging capital “sins”. Here is my list of the top 3 messaging capital “sins” to avoid: 1. Starting with the WHAT This is perhaps the most common mi...more
What types of messaging documents or frameworks are typically shared with stakeholders from different teams (i.e. product, marketing, execs, etc.)?
Vice President of Marketing at Albertsons Companies
I believe in promoting a very collaborative environment where the best information is always shared and used to inform the different workstreams. At Uber we create one source of truth document, called the Marketing Brief. This brief can be shared with every stakeholder in the organization but is ...more
Ask Francisco M. T. About
  • Effective messaging that is actionable for the audience you want to reach
  • Creating messaging for multiple audiences
  • Positioning products in new or emerging markets