Product Marketing
Already a Sharebird user?
Continue with LinkedIn
Instacart

Instacart

Team Questions
What does the interview process look like for product marketing roles?
What does your org structure & size of the product marketing team look like?
What does success look like for product marketing at Instacart, and how do you measure it?
Product MarketingFollow Jasmine
What qualities in a B2B marketer do you think are applicable to Consumer Product marketing? What are skill gaps that a B2B marketer could improve on to become more consumer-focused?
Senior Director, Product Marketing at Instacart
B2B and B2C Product Marketers have much in common in the way of skills, both must assume the role of Voice of Customer and Voice of Product. Both must be strategic thinkers with an exceptional ability to execute. Insights gathering, GTM strategy and execution, and cross-functional collaboration a...more
Product MarketingFollow Jasmine
What are some things you wish you knew in your first few years of Product Marketing, that you have learnt since
Senior Director, Product Marketing at Instacart
One thing I wish I learned earlier is the most powerful product marketing you can do is always centered on a shared human truth. When I look back on my very early PMM GTM work, I focused primarily on communicating about the product and the benefit derived from the features themselves. But the pro...more
Product MarketingFollow Jasmine
How do you think about your first 30/60/90 day goals when coming in as the Head of Product Marketing in a startup that didn't have product marketing before?
Senior Director, Product Marketing at Instacart
Product Marketing’s superpower is being the “Voice of the Product to Customers and the Voice of Customers to Product.” When establishing PMM as a new function, the best place to start is listening. First 30 days: Listen and truly get to know your Customers and the Product.  On the Customer side...more
Product MarketingFollow Jasmine
What do you look for in the backgrounds of aspiring consumer product marketers (who have never held the role before) as a signal that they will be a good hire?
Senior Director, Product Marketing at Instacart
If someone is new to PMM, there are two skills I look for: 1. Strategic thinking: Can you demonstrate an ability to take an intentional, rational thought process when solving problems? Can you get creative about solving a problem while also never losing sight of the end goal? Can you ...more
Product MarketingFollow Jasmine
What are the most important soft and hard skills PMMs can build to become successful in their field going forward?
Senior Director, Product Marketing at Instacart
PMMs are (and need to be) masters at many things but if I had to pick the most important: 1. (Soft) Cross-functional Collaboration: PMM is a highly cross-functional role. On any given project, you’ll work with Product, Design, Engineering, Research, Marketing Channel Experts, Operation...more
Product MarketingFollow Jasmine
I'm new to Product Marketing. In the interviews that I've done, I am being asked to present a marketing portfolio. I'm not sure what would be the best to present so I stand out from the crowd. What would you present? Can you give specific examples please?
Senior Director, Product Marketing at Instacart
First - anyone inviting you to interview will see from your resume whether you’ve done product marketing. If you haven’t and you still get invited to interview, then there’s no need to worry about being new to PMM. Instead keep in mind there are likely a few key areas your interviewer will want t...more
Product MarketingFollow Jasmine
How important do you think "passion" for the industry you are working in is within product marketing?
Senior Director, Product Marketing at Instacart
“Passion” is a tricky word. It can lead you to believe that you somehow have to be a power user of a product to be a great PM, PMM, etc. for it. Some of the most successful tech products have enterprise customers, so that can’t be true. When deciding on whether or not to take a job, I use a frame...more
Product MarketingFollow Jasmine
What's your framework to prioritizing needs/deliverables when you're the first Product Marketer at a company establishing the function?
Senior Director, Product Marketing at Instacart
Only a few weeks into my current role, I’m living this one in real-time! For myself, I’ve created the following approach: Listen → Set Expectations → Execute → Close the Loop. For prioritizing needs/deliverables, I spend as much time as possible listening and understanding what is most pressing f...more
Product MarketingFollow Jasmine
What role does brand play in product marketing
Senior Director, Product Marketing at Instacart
Brand plays a critical role in Product Marketing and vice versa. In broad strokes, campaigns are either Product or Brand-led, and if one is leading, to be effective the other must be supporting. If we’re launching a new app, our focus is sharing the value proposition and highlighting key features...more
Laura Jones
Head of Marketing at Instacart
January 26, 2021