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Rachel Weber Callaway

AMA: Reddit Director of Community Product Marketing, Rachel Weber Callaway on Establishing Product Marketing

August 28, 2025 @ 10:00AM PT

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  1. What's your framework to prioritizing needs / deliverables when establishing product marketing?

    Rachel Weber Callaway
    Rachel Weber Callaway

    MasterClass Vice President Product Marketing • 9mo

    I often leverage a simple logic framework (logframe). This can be used when approaching kicking off a GTM or broadly for PMM. Some questions to ask as you're kicking things off:

    • What goals do we absolutely need to accomplish?

    • Who does this work impact most?

    • What is our step-by-step approach?

    • What obstacles stand in the way of accomplishing our goals?

    • What is our plan for those obstacles?

    • How are we taking are primary audience into account in our plans?

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  2. How do you communicate product marketing achievements upwards and build visibility?

    It can sometimes be a struggle for those on the executive team, or in higher leadership roles, to see the value that product marketing is bringing to the business - especially if they do not have regular interaction. How do you build visibility for you and/or your team, and clearly communicate the achievements and activities throughout the year?

    Rachel Weber Callaway
    Rachel Weber Callaway

    MasterClass Vice President Product Marketing • 9mo

    This is a common issue for sure, and a tough one. I've seen my team have the most success when they're truly embedded and trusted by their cross-functional product partners. PMs are often the voice of the product internally, but the PMM should be able to stand up next to their PM and own their part of the launch. In my experience leadership does want to hear GTM plans and why/how they came to be, the PMM is the author and owner of those plans.

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  3. How should PMs and PMMS centralize feedback from multiple sources (interview notes, NPS, customer calls, etc.)

    Rachel Weber Callaway
    Rachel Weber Callaway

    MasterClass Vice President Product Marketing • 9mo

    I think more important than centralized feedback is consolidated and organized feedback. Focus on finding the overlapping insights that comes from each source, what are the key themes that immediately stand out, what are phrases that emerge (often unprompted) that are echoes of each other. Those are the insights you should lean on when shaping the product and the positioning.

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  4. Without spending money on paid media, what do you think are the 3 best growth levers for scaling installs for a fitness mobile app?

    12 person company, 3 brand marketers, 1 product marketer. We need to test growth channels before investing in paid media.

    Rachel Weber Callaway
    Rachel Weber Callaway

    MasterClass Vice President Product Marketing • 9mo

    I'm biased so I'll start by saying Reddit - we have tons of fitness communities often with very specific asks for their trackers, this can also be a great source of insight into your audience. But beyond that I'd add:

    • Build an organic content strategy that delivers value to your core audience - your goal is build trust and loyalty

    • Targeted ABM - who can you partner with to really showcase the value of your product?

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