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

June 14 @ 10:00AM PT

View AMA Answers

Ask me anything

AMA Page

What other skills do consumer product marketers need to have that aren't required for b2b product marketers?

Hege Thorbjornsen Starling•

hims & hers Senior Director of Product Marketing & Development - Team lead • 3y

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...

2091 Views

3 requests

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•

hims & hers Senior Director of Product Marketing & Development - Team lead • 3y

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 ...

1100 Views

1 request

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•

hims & hers Senior Director of Product Marketing & Development - Team lead • 3y

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 defini...

1451 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•

hims & hers Senior Director of Product Marketing & Development - Team lead • 3y

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...

953 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•

hims & hers Senior Director of Product Marketing & Development - Team lead • 3y

There is definitely overlap between brand strategy/account management and product marketing especially because the two roles operate slightly differently at every organiz...

1575 Views

1 request

I am looking for jobs in Product Marketing, what is the best way to increase my chances of breaking into the field?

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•

hims & hers Senior Director of Product Marketing & Development - Team lead • 3y

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 f...

1417 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•

hims & hers Senior Director of Product Marketing & Development - Team lead • 3y

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...

2611 Views

1 request