AMA: Upwork Director, Product and Solution Marketing, Maria Jiang on Platform and Solutions Product Marketing

January 29 @ 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!

How does your platform and solutions PMMs collaborate with product-focused PMMs?

I'm the first product marketer focused on a specific industry across our entire platform while the majority of the team is focused on specific product(s) and/or sales segment.

Maria Jiang•

Director of PMM | Formerly Meta, Upwork, Zendesk, PagerDuty • 1y

If you work on a PMM team that has specialized roles between Platform/Solution PMMs vs Product-Focused PMMs, this must mean that you have clear role definitions to distin...

2096 Views

2 requests

What is your advice for startup platform category creation? Where have you seen the most success in terms of channels for this type of creation?

Maria Jiang•

Director of PMM | Formerly Meta, Upwork, Zendesk, PagerDuty • 1y

Creating a new category is hard, and not sure that a channel strategy is what comes first to mind when creating a new category. More often than not, category creation inv...

1600 Views

2 requests

How do you structure internal messaging documents for different solutions but still tie back to core platform positioning?

Maria Jiang•

Director of PMM | Formerly Meta, Upwork, Zendesk, PagerDuty • 1y

At multi-product companies I've worked at (Salesforce, Meta, Zendesk), the best practice was to bundle product releases into big communication moments to increase market ...

1793 Views

2 requests

When your platform does many things, how do you prioritize your messaging hierarchy?

Maria Jiang•

Director of PMM | Formerly Meta, Upwork, Zendesk, PagerDuty • 1y

Prioritizing your messaging hierarchy comes down to starting with your target audience/persona i.e. the people you are speaking to with your messaging. If your platform d...

843 Views

2 requests