Carrie Zhang

AMA: Square Product Lead, Carrie Zhang on Product Management vs Product Marketing

February 2 @ 9:00AM PST
View AMA Answers
Square Product Lead, Carrie Zhang on Product Management vs Product Marketing
Top Questions
Carrie Zhang
Carrie Zhang
Square Product LeadFebruary 2
Good question. I view product management and product marketing as close partners since we co-own the strategy and business outcome. Cannot say I have best practices, rather some guiding principles of how I would like to see us work together. 1. Involve each other early. I hate the model where t......Read More
1522 Views
2 requests
Carrie Zhang
Carrie Zhang
Square Product LeadFebruary 2
* It’s a good idea to try internal transfer if you want to transition from PMM to PM, or vice versa. Learning the craft of a new discipline is not easy. You are more likely to set yourself up for success if you minimize other variables like new company, new product, new team. * Anchor ......Read More
1477 Views
2 requests
Carrie Zhang
Carrie Zhang
Square Product LeadFebruary 2
The product manager (PM) decides “what” to build and “when”, and is accountable for delivering the product or feature that delights customers. The product marketer (PMM) informs “what” to build, and is accountable for driving the demand for what has been built. Both require deep customer and mar......Read More
1323 Views
5 requests
Carrie Zhang
Carrie Zhang
Square Product LeadFebruary 2
From the very beginning and throughout the development process. This is very much related to the previous question. I will try to bring to life how the process works on the Square teams. * For any new feature development, we hold a kickoff/ problem alignment with PM, PMM, Design, Eng and Da......Read More
1266 Views
2 requests
Carrie Zhang
Carrie Zhang
Square Product LeadFebruary 2
Ha, organizational design questions are always the fun ones. :) These types of questions don’t have a right or wrong answer. Each design will have its pros and cons and it’s all about what you are trying to optimize. When I started in product marketing at Square, we reported into marketing. Abo......Read More
1687 Views
2 requests
Carrie Zhang
Carrie Zhang
Square Product LeadFebruary 2
It’s a joint decision between product management and product marketing at Square. In general our PMMs tend to have more ownership here. They will lead competitive analysis and commission qual/ quant research to inform pricing decisions. That said, from what I observed, when you zoom into the spe......Read More
2150 Views
2 requests
Carrie Zhang
Carrie Zhang
Square Product LeadFebruary 2
* Revenue, P&L ownership. * Customer discovery. Our PMs and designers tend to lead more qualitative research while our PMMs tend to lead more quantitative surveys. * Product strategy. At Square, PM is the ultimate DRI (Directly Responsible Individual). * Pricing and packaging. At Square......Read More
1544 Views
2 requests