AMA: Upwork Director, Product and Solution Marketing, Maria Jiang on Establishing Product Marketing
October 3 @ 10:00AM PT
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👋 Maria Jiang
👋 Hi! I'm Maria from San Francisco
💼 Formerly @ Upwork, Meta, PagerDuty, Zendesk
👀 I'm open to product marketing leadership opportunities in B2B SaaS
🤝 I specialize in the hardest parts of product marketing — translating complex products into clear market narratives, building GTM strategies that actually convert, and aligning cross-functional teams around a shared story. My core expertise: new product launches, messaging & positioning, persona development, and cross-functional leadership across enterprise and mid-market B2B SaaS
🍦 My favorite ice cream flavor is mint choco chip!
💼 Formerly @ Upwork, Meta, PagerDuty, Zendesk
👀 I'm open to product marketing leadership opportunities in B2B SaaS
🤝 I specialize in the hardest parts of product marketing — translating complex products into clear market narratives, building GTM strategies that actually convert, and aligning cross-functional teams around a shared story. My core expertise: new product launches, messaging & positioning, persona development, and cross-functional leadership across enterprise and mid-market B2B SaaS
🍦 My favorite ice cream flavor is mint choco chip!
How can I get started in setting up Product Marketing w/in my organization?
Product Marketing is new to our organization. A lot of folks don't understand the role. Additionally, it's very difficult to identify metrics for this function. What do you recommend in terms of how to earn buy-in, as well as where to start in the beginning to be able to add value?
Director of PMM | Formerly Meta, Upwork, Zendesk, PagerDuty • 1y
Owning a product launch would be a great way to get started in setting up the role of product marketing and defining the responsibilities of that role. By bringing togeth...
1757 Views
2 requests
How do you introduce Product Marketing functionality in an organization that lacks the relationship with Product Management?
Still in startup mode, our Product Managers are very tactical and development focused. They don't have the ability to work directly with Marketing on positioning, messaging or competitive analysis. Essentially, reactive. How do you suggest creating a Product Marketing workflow that helps close this gap?
Director of PMM | Formerly Meta, Upwork, Zendesk, PagerDuty • 1y
There's a couple of tactical ways in which you can start building trust with PMs. It all starts with knowing the product. I would get to know the product intimately by us...
2779 Views
2 requests
Director of PMM | Formerly Meta, Upwork, Zendesk, PagerDuty • 1y
I would start by meeting 1:1 with your leadership team (CEO, Founder, CMO) to understand each leader's interpretations of the PMM function. You can probe with questions l...
1443 Views
1 request
Director of PMM | Formerly Meta, Upwork, Zendesk, PagerDuty • 1y
A SaaS startup's first marketing hire should be a generalist who can wear multiple hats across different functions of marketing and has a founder mentality to move fast. ...
3909 Views
2 requests