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AMA: Uber Eats Former Head of US&CA Marketing and Global Product Marketing, Francisco Bram on Messaging
February 13 @ 10:00AM PST
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Uber Eats Former Head of US&CA Marketing and Global Product Marketing, Francisco Bram on Messaging
Top Questions
Francisco M. T. Bram
Albertsons Companies Vice President of Marketing • February 13
I think you need to experiment and test your messages throughout the go-to-market planning phase, marketing research and development of your value proposition. We use multiple channels to test our messaging, Emails, In-App Messaging, Push Notifications, Text Messaging, Social Media, Performance A......Read More
1533 Views
2 requests
Francisco M. T. Bram
Albertsons Companies Vice President of Marketing • February 13
I believe in promoting a very collaborative environment where the best information is always shared and used to inform the different workstreams. At Uber we create one source of truth document, called the Marketing Brief. This brief can be shared with every stakeholder in the organization but is ......Read More
2351 Views
1 request
Francisco M. T. Bram
Albertsons Companies Vice President of Marketing • February 13
Experimentation is a critical factor in the success of your story. Because the pace of change is accelerating, user needs and mental models today may greatly differ from just a few months ago. This will impact how successfully your message is being received. What worked a few months back may no l......Read More
876 Views
2 requests
Francisco M. T. Bram
Albertsons Companies Vice President of Marketing • February 13
Data insights is a critical component of what I like to call “Evidence-based Marketing”. I like to use 3 types of data insights: User Research, Market Research, and Customer Proof-Points. I use User Research data to help guide the user/customer journey map. This data is critical to help you map o......Read More
2051 Views
3 requests
Francisco M. T. Bram
Albertsons Companies Vice President of Marketing • February 13
I love this question. Over the course of my career, I’ve seen inexperienced and experienced product marketers (including me) commit a variety of messaging capital “sins”. Here is my list of the top 3 messaging capital “sins” to avoid: 1. Starting with the WHAT This is perhaps the most common mi......Read More
2571 Views
2 requests
Francisco M. T. Bram
Albertsons Companies Vice President of Marketing • February 13
The best way to handle products that are ever changing is to build a solution centric narrative. If you build your narrative around solutions or customer-centric needs, then this shouldn’t change with a few feature add-ons. Customer needs tend to change less often than product features. Think o......Read More
1242 Views
2 requests
Francisco M. T. Bram
Albertsons Companies Vice President of Marketing • February 13
I find that the best way to get everyone aligned is to include them early in the marketing research and user insights phase. This will help set a baseline for what the narrative needs to be, removing already some of the personal assumptions other team members can bring to the discussion. The ......Read More
985 Views
2 requests
Francisco M. T. Bram
Albertsons Companies Vice President of Marketing • February 13
These are the top 3 best practices I recommend: 1. Include Include the regional marketing leaders or regional general managers (depending on the size of your company) early in the development of the go-to-market strategy and team. These leaders are a great sounding board for the countries in th......Read More
1249 Views
2 requests
Francisco M. T. Bram
Albertsons Companies Vice President of Marketing • February 13
It all depends on your intent, your market and your business operational setup. With regards to intent, you can use competitive information to inform your unique and differentiating features and solutions. This can certainly help you craft a more compelling narrative that uniquely stands out. I w......Read More
1179 Views
2 requests
Francisco M. T. Bram
Albertsons Companies Vice President of Marketing • February 13
Great question. I believe in data-driven market insights as a foundation for your channel strategy. I always start the assumption that the market is heterogeneous, and therefore, requires a personalized communication strategy. For example, a recent marketing research project I was able to lead he......Read More
2030 Views
2 requests
Francisco M. T. Bram
Albertsons Companies Vice President of Marketing • February 13
Because Product Marketing can encompass a variety of different roles and responsibilities depending on your organizational structure and company size, I haven’t found a great location other than Sharebird (via AMAs) or HubSpot Blogs where people can actually share specific Product Marketing case ......Read More
1699 Views
2 requests
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