AMA: Asana Director of Product Marketing, Erica Conti on Product Launches
August 8 @ 9:00AM PT
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Included Templates
Product Launch Process
👋 Erica Conti
👋 Hello everyone! I'm Erica, and I'm located in the Bay Area!
💼 I am currently a Director at Asana, focused on our core product. I was previously at Intuit and PepsiCo.
👀 I am focused on developing a new strategy to drive growth with one of our key personas, and reimagining product enablement / training for our Revenue teams.
🤝 I'm a former market researcher and product manager, so I love doing customer research and influencing product strategy! Plus, all things product launch processes!
🍦 I lived in Chicago a few years ago, and am obsessed with Jeni's salted peanut butter and chocolate!
Asana Director of Product Marketing | Formerly Intuit, PepsiCo, Nielsen, Wakefern Food Corp. • 1y
A product launch I worked on in 2022 didn't go as expected due to rapidly changing market conditions. We initially developed aspirational messaging, but realized it would...
23223 Views
2 requests
Asana Director of Product Marketing | Formerly Intuit, PepsiCo, Nielsen, Wakefern Food Corp. • 1y
I create my product launch strategy through a six-step process, which is outlined in my attached template. Over the years, I've found that this process ensures a comprehe...
25222 Views
3 requests
Asana Director of Product Marketing | Formerly Intuit, PepsiCo, Nielsen, Wakefern Food Corp. • 1y
My framework for analyzing customer feedback after a launch involves implementing multiple voice of customer channels, then analyzing the data to inform our product prior...
7129 Views
2 requests
Asana Director of Product Marketing | Formerly Intuit, PepsiCo, Nielsen, Wakefern Food Corp. • 1y
Yes, I tier features in product launches. This tiering system helps prioritize our marketing efforts and resources - here's how I determine the tier for each feature and ...
3940 Views
2 requests
Asana Director of Product Marketing | Formerly Intuit, PepsiCo, Nielsen, Wakefern Food Corp. • 1y
To launch new features (vs new products), I ladder them to our established, core use cases. This approach ensures consistency in marketing materials and helps customers u...
2444 Views
2 requests
Asana Director of Product Marketing | Formerly Intuit, PepsiCo, Nielsen, Wakefern Food Corp. • 1y
When stakeholders express resistance to launch activities, I emphasize that there's no "one-size-fits-all" approach to launches, and I focus on demonstrating the value of...
14277 Views
2 requests
Asana Director of Product Marketing | Formerly Intuit, PepsiCo, Nielsen, Wakefern Food Corp. • 1y
Internal buy-in is crucial for the success of a product launch. Here are some of my tips for creating excitement and building buzz internally:Get leadership alignment and...
2064 Views
2 requests