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AMA: OkCupid Director of Product Marketing, Jane Reynolds on Product Marketing Skills
March 22 @ 10:00AM PST
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OkCupid Director of Product Marketing, Jane Reynolds on Product Marketing Skills
Top Questions
How important are brand marketing skills for product marketers compared to analytical skills?
There is often a huge emphasis on analytical skills, instead of brand marketing skills, when it comes to product marketing job descriptions.
Jane Reynolds
Archer Director of Product Marketing • March 22
It depends on the role. As Head of Product Marketing at OkCupid, I rely on data and analytics to drive product decisions. But ultimately, my priority is ensuring that our product lives up to our brand narrative and mission. Ultimately, a product marketer’s job is to ensure synergy between the pro......Read More
578 Views
1 request
What advice do you have for recent graduates that want to go straight into product marketing?
Typically, these roles require 3-5 years of experience and/or an MBA. Are there roles we should target instead that will help transition into product marketing? What qualities do you want to see in young professionals that want to land in product marketing?
Jane Reynolds
Archer Director of Product Marketing • March 22
I started my career in editorial, and didn’t transition over to marketing until about six years ago. I can’t stress enough how important sharp communication and collaboration skills are when it comes to product marketing. So I’m incredibly grateful I first had the opportunity to focus on my writi......Read More
585 Views
1 request
How do product marketers make sure they're learning enough varied skills to be a well-rounded professional when scope is an issue?
i.e. working at a large company with minimal scope, focusing on sales enablement but knowing you need experience on the product launch side, other marketing teams covering responsibilities, etc.
Jane Reynolds
Archer Director of Product Marketing • March 22
Reach out to the product marketing network! Sharebird is a great place to start :) And I find that LinkedIn is another helpful resource for connecting with other product marketers to get insights from their experiences as well. Not only can people share case studies from the work they’ve done, bu......Read More
419 Views
1 request
Jane Reynolds
Archer Director of Product Marketing • March 22
Messaging is so important, not only when conveying new features, updates, and opportunities to your customers, but also when getting internal buy-in and gathering resources for a go-to-market plan. Start by putting together your message, focusing most importantly on the value, as well as the mus......Read More
565 Views
2 requests
Jane Reynolds
Archer Director of Product Marketing • March 22
I agree that soft skills are key, and highlighting them during “STAR” stories is a great way to work them into your interview. You can also share them when expressing your interest in the role and/or asking about the role. Most job descriptions include some mention of soft skills, so note that wh......Read More
423 Views
1 request
Jane Reynolds
Archer Director of Product Marketing • March 22
I find that people with strong soft skills often have the ability to pick up the hard skills quickly. People who’ve honed their soft skills are proactive about asking the right questions, and are motivated to sharpen any hard skills that may be lacking, or need improvement. In basically any role ......Read More
412 Views
2 requests
Jane Reynolds
Archer Director of Product Marketing • March 22
Clarity is key. With both internal and external comms, I focus on being as clear and concise as possible. And for internal communications, it’s important to make sure your colleagues see you as a resource. I always encourage anyone with questions or comments to reach out to me directly. When I’m......Read More
401 Views
1 request
What should I do when I don't think that the feedback from my boss is correct and how do I approach it?
I get a lot of critical feedback from my boss and I don't always know what to do with it or how to improve. Sometimes I don't even agree with the feedback.
Jane Reynolds
Archer Director of Product Marketing • March 22
It sounds like the feedback you’re getting may not be constructive, so I encourage you to ask your boss for specific examples, as well as recommendations of how they can see you improving. It’s more than okay—it’s appreciated—to be honest that you want more from the feedback so you can ingest it ......Read More
394 Views
4 requests
Jane Reynolds
Archer Director of Product Marketing • March 22
A collaborative attitude is a must. Product marketing is one of the most cross-functional roles in any company, so the ability to work well with colleagues in every vertical of the business is vital. Hand in hand with this is strong communication skills. Product marketers drive both internal and ......Read More
448 Views
2 requests
Jane Reynolds
Archer Director of Product Marketing • March 22
It’s so important to understand the lift of the project you’re petitioning to add to the roadmap when approaching the team. If you’re not sure, speak with the stakeholders beforehand. When I first began my career in product marketing, many product features I thought would be a relatively low lift......Read More
440 Views
2 requests
Jane Reynolds
Archer Director of Product Marketing • March 22
The voice of the customer should be what drives your decisions as a PMM, and it reaches you through various channels. In some instances for OkCupid, that is completely data-driven. For example, when Roe vs Wade was overturned in 2021, we saw an 18% increase in users stating they are pro-choice on......Read More
589 Views
3 requests
Jane Reynolds
Archer Director of Product Marketing • March 22
First off, congrats! The positive impact that can have on revenue and growth is pretty remarkable. When standing up a new function, I always think broadly to start. For example, when considering “competitors”—think beyond your direct competitors so you can cover a more robust scope. A company in ......Read More
764 Views
1 request
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