Nextdoor

Nextdoor

Insights from the Nextdoor Product Marketing Team

Rayleen Hsu
Head of Consumer Product Marketing
To embed PMM into product teams, PMM should strive to do the following: 1. Build strong relationships with product partners by ensuring they know your objectives are aligned and demonstrating value add from the get-go. If you are not top of mind for your product partners, you won't get ...more
Rayleen Hsu
Head of Consumer Product Marketing
Moving up the ladder from an IC or manager role into a director role is typically dependent on a few factors, some of which individual PMMs are very much in control of, some of which they are not unfortunately. At a high level, some of the requirements needed to progress include the following: ...more
Rayleen Hsu
Head of Consumer Product Marketing
From my experience, it's less about product marketing's placement in the org chart and more about product marketing's relationship with product and cross functional teams. I've been in orgs where PMM reports into product as well as others where PMM reports into marketing and have found that our a...more
Rayleen Hsu
Head of Consumer Product Marketing
Whether you are an experienced or aspiring product marketer, these are the qualities I look for in product marketing hires:  * Customer obsessed. Product marketing is the voice of the customer and a successful product marketer is one that is customer obsessed and keeps the consumer at the...more
Rayleen Hsu
Head of Consumer Product Marketing
I think the same best practices hold true no matter what kind of proposal you're putting out there that you need to secure buy-in for - come to the table with a clear, structured ask and always bring data to the table to support your ask. Specifically: * Clearly outline your objectives. Clearly...more
Rayleen Hsu
Head of Consumer Product Marketing
I've been in PMM roles at mostly large companies and PMM has typically focused on either the consumer or the business side of things. However, for smaller companies with smaller teams, it's not uncommon for PMM to lean into both, depending on the needs of the organization. Regardless of how the t...more
Rayleen Hsu
Head of Consumer Product Marketing
I love that product marketing sits at the intersection of Product and Marketing and that we're able to help inform the product roadmap in a meaningful way by bringing consumer insights to the table. Our ability to influence the product roadmap and to really understand the why behind product devel...more
Brianne Shally
Head of Product Marketing
Product Marketing should closely partner with product and other cross functional teams (Eng, Finance, etc.) to inform and develop the product roadmap, including:  * Insights: Provide key insights and synthesis from competitive intelligence, market trends, analyst insights, customer and Sales...more
Brianne Shally
Head of Product Marketing
There are various inputs into the product roadmap that Product Marketing can provide, beyond data and customer anecdotes. Where Product Marketing can be most valuable is in connecting the dots across the various insights to share a point of view and answer the question 'why this matters'. For ins...more
Brianne Shally
Head of Product Marketing
Here are a few of my approaches to influence product leadership on the product priorities: * Work cross-functionally across UX, research, Data Science, Product Operations, Sales, etc. to incorporate everyone's input so Product Marketing's list represents all input and is the source of tru...more
Nextdoor Product Marketing Leaders
Brianne Shally
Brianne Shally
Head of Product Marketing
Rayleen Hsu
Rayleen Hsu
Head of Consumer Product Marketing