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Hege Thorbjornsen Starling

AMA: hims & Hers Director of Product Marketing & Development, Hege Thorbjornsen Starling on Consumer Product Marketing

June 14 @ 10:00AM PST
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Hims & Hers Director of Product Marketing & Development, Hege Thorbjornsen Starling on Consumer Product Marketing
Top Questions
Do you recommend developing deep focus in B2B or B2C PMM work? Are skills transferable? When you look for a candidate do you look for B2B or B2C experience specifically?
Hege Thorbjornsen Starling
Hege Thorbjornsen Starling
hims & hers Director of Product Marketing & Development • June 14
There are multiple factors you could use to determine where to build a deeper focus but I don’t necessarily think that you have to make such a firm pick. There are definitely nuances between the two roles, but skills are also transferable. Crafting messaging/positioning, translating user insights......Read More
616 Views
3 requests
What other skills do consumer product marketers need to have that aren't required for b2b product marketers?
Hege Thorbjornsen Starling
Hege Thorbjornsen Starling
hims & hers Director of Product Marketing & Development • June 14
In general I think there is a lot of overlap in the fundamental skill set needed between the two roles even though they operate differently. In consumer product marketing you’re targeting the end-user with your offering/product. In B2B you’re targeting other companies with your offering/product w......Read More
1115 Views
3 requests
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?
Hege Thorbjornsen Starling
Hege Thorbjornsen Starling
hims & hers Director of Product Marketing & Development • June 14
It all depends on the role I am hiring for and what stage a company is at, but on a general note, I would look for transferable experience and skills that could work well for the role. Crafting messaging/positioning, identifying user insights and translating them into strategy, influencing produc......Read More
457 Views
1 request
What are some skills a Consumer PMM needs to move up the ladder to a Director level role? What are the criteria of evaluation?
Hege Thorbjornsen Starling
Hege Thorbjornsen Starling
hims & hers Director of Product Marketing & Development • June 14
This varies across every organization, but if you’re looking to move up from your current role, I’d recommend bringing it up with your direct manager in your 1:1 even if you think the leveling up is a ways away. Starting the conversation will allow you both to focus on the skills you need to work......Read More
585 Views
1 request
How do you recommend someone with a background in brand strategy/account management break into a PMM role? What learning materials/resources do you recommend for background and ongoing learning?
Hege Thorbjornsen Starling
Hege Thorbjornsen Starling
hims & hers Director of Product Marketing & Development • June 14
There is definitely overlap between brand strategy/account management and product marketing especially because the two roles operate slightly differently at every organization. Brand strategy can translate really well to product positioning, messaging and storytelling while account management can......Read More
935 Views
1 request
I am looking for jobs in Product Marketing , what is best way to increase my chances to get in to the field. taking any online course will help to upgrade my knowledge get started ? which course you will recommend ? thank you in advance.
I have a degree in Marketing but I graduated in 2002 with lots of changes now a days in industry I always am failing in interviews , they say you do not have related experience but If i cant get the chance how I will learn . thats my problem .
Hege Thorbjornsen Starling
Hege Thorbjornsen Starling
hims & hers Director of Product Marketing & Development • June 14
Having identified what type of role you want next and why, already puts you ahead of the game and lets you hone your experience more and more towards the field. I would first explore to see how you can get (or maybe already have) actual working experience even if it’s project based. * If you’......Read More
494 Views
1 request
What story should I try to tell with my resume when trying to break into product marketing? Are there any must have factors in landing that first PMM role?
Hege Thorbjornsen Starling
Hege Thorbjornsen Starling
hims & hers Director of Product Marketing & Development • June 14
Great question! This highly depends on the role, what stage the company is at and what the requirements are in the job description - Product marketing can be so different at different companies With that said my recommendation is to think about your resume as an opportunity to product market y......Read More
1101 Views
1 request