AMA: Kiva Former VP of Growth, Henrique Saboia on Growth Product Marketing

July 23 @ 10:00AM PT

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How open would your company be to hire someone with category management experience for a PMM role? Lets say the person has worked on product development, GTM, sales enablement and campaigns for their category?

Henrique Saboia•

Hinge Health Vice President of Product & Growth • 5y

I hope I understand your question correctly, but some of the most successful PMMs I've hired include some that came from more traditional, non-tech companies before. Ther...

1995 Views

2 requests

What is Growth Product Marketing and how is it different? What are ways a PMM can demonstrate expertise in Growth PMM?

Henrique Saboia•

Hinge Health Vice President of Product & Growth • 5y

Traditional Product Marketing and Growth Product Marketing should be complementary functions. When done successfully, a Growth Product Marketing team will be more focused...

5259 Views

3 requests

What's the future of Growth Marketing? Do you view it as eventually splitting out from 'Traditional' marketing practices such as Product and Brand?

Henrique Saboia•

Hinge Health Vice President of Product & Growth • 5y

That's such an interesting question. Over the last 5-10 years, I've seen multiple organizations split Brand/Traditional Marketing from Growth Marketing. While that create...

2832 Views

3 requests

How much of your growth marketing tactics based around acquisition, and how much are they based around retention?

Henrique Saboia•

Hinge Health Vice President of Product & Growth • 5y

It really depends on the lifecycle stage of the product and the goals/OKRs set up each quarter. But it is very common for growth-focused initiatives to be organized aroun...

2428 Views

3 requests

Growth is very quantitatively focused and product marketing is qualitatively focused. How do you create a shared KPI between both functions?

Henrique Saboia•

Hinge Health Vice President of Product & Growth • 5y

Finding the best possible KPI to measure the success of a product both qualitatively and quantitatively is incredibly challenging, and very few companies ever get it righ...

3062 Views

2 requests

How would you advise one get formally started in a Product Marketing career track? I've previously worked in product management, sales and marketing and have just realized I've been performing many of the responsibilities of a Product Marketer for the last couple of years under a different title.

Henrique Saboia•

Hinge Health Vice President of Product & Growth • 5y

Well, it looks like you have many of the skills necessary to be an effective product marketer. Your challenge will be to tell a compelling story to a PMM leader that you ...

2541 Views

1 request

What's the most important source of knowledge for a person at your position at Kiva?

I'm curious about this because Kiva's work is so global and impact-oriented. Gathering information about your market, clients, and sustainability initiatives could be daunting. Also, do you have an impact specific KPIs?

Henrique Saboia•

Hinge Health Vice President of Product & Growth • 5y

At Kiva, we're very lucky to benefit from the institutional knowledge of almost 15 years in the social impact space. Not only do we have great documentation, but there ar...

2023 Views

1 request