Brand Strategy

I'm new to Product Marketing. In the interviews that I've done, I am being asked to present a marketing portfolio.

There is often a huge emphasis on analytical skills, instead of brand marketing skills, when it comes to product marketing job descriptions.

Do you see value in having both roles, e.g. Integrated team works more closely with the creative team on seasonal/holiday/brand campaigns whereas Product Marketing works more closely with the Product team on product launches, user research/insights, positioning strategy, etc. I have found it challenging for Product Marketing to own all of this, and often see different skill sets from marketers who are great at creative brand campaigns vs. PMMs who are skilled at positioning a new product and bringing it to market.

Do you see these as separate, complementary, the same thing, or else?

Writing samples? Case studies?

Any advice on KPIs tied to product launches?

How do we apply to PMM roles if we don't have the PMM experience and all the job postings I've seen have a requirement for PMM experience.

At small companies, Product Marketers are often the ones to identify the need for a more cohesive voice and brand. What tools can we leverage to help guide our companies through developing a brand?