All related (8)
Hege Thorbjornsen Starling
Director of Product Marketing & Development, hims & hersJune 13

Great question! This highly depends on the role, what stage the company is at and what the requirements are in the job description - Product marketing can be so different at different companies

With that said my recommendation is to think about your resume as an opportunity to product market yourself and your experience! Think of it less as a list of everything you’ve done, and instead use it as an opportunity to tell the story of how your experience makes you an excellent candidate to take on the role you’re applying for. Identify what matters to your customer, the hiring manager (look at the job description & market landscape), then identify and focus on your best attributes (see below) to convince them that you’re the best candidate for the role. A great way to do this is to:

  • Write a list of all the past project you have worked on (your calendar can be a helpful reminder)
  • Seek feedback from your past/current co-workers on what they think your superpowers are to help you see skills that come so natural to you that you don’t even consider them valuable (they are!)
  • Identify what projects, tactics or skills are the most relevant to the job description
  • Quantify how each one drove impact on what you set out to do is possible
  • Consider adding a section to highlight soft skills, tools, or interests that are relevant and help highlight why you would be a good PMM candidate

Crafting messaging/positioning, identifying user insights and translating them into strategy, influencing product/technical roadmaps, understanding market behaviors and trends, project managing projects from start to finish, Go-to-market campaigns (integrated or channel based), product development & packaging is all experience that is super valuable for consumer product marketing. 

If your past roles and titles are pretty far away from product marketing, you can add a very brief about/objective section at the top where you help make the connection of why you would be great for the role.

Brianne Shally
Head of Product Marketing, Nextdoor
* B2B and B2C are both H2H (human to human) marketing at the end of the day. I’ve seen folks try to say there's a strong distinction and to ‘pick a lane’. I’m of the mindset that B2B and B2C are more similar than different. I’ve found my experience in B2B especially, in demand gen, has helped me with B2C thinking through app store activations and vice versa.  * That said, here’s the minor nuances that I’m oversimplifying:  * Sales Enablement: You must work closely with the Sales team to ensure they are prepared with a deep understanding of the marketplace, personas, ...
Mike Polner
VP Marketing, Cameo | Formerly Uber, Fivestars, Electronic Arts
I think there has been a massive shift in just the awareness and momentum around Consumer Product Marketing overall. When I joined Eats 3 years ago as the first Consumer PMM, everybody was asking what this role was and how we were different than Brand Marketing or Performance Marketing. Not only at Uber has that changed dramatically, but also, within the industry there has been a really evolution of folks who would traditionally be in "Brand Management" roles at CPG companies starting to move into PMM roles at tech companies. I think there are a lot of similiarities between those two actual...
Brandon McGraw
Sr. Director, Head of Product Marketing, DoorDash
I love this question because I came from brand marketing before. I like to think about it as the distinction between the promise and the proof. The partnership between these two teams is essential. Brand is the promise you make to your customers about your core ethos and what they can expect from you. It sets the tone for the relationship and is the thing that you often fall back on when times get tough. The brand team owns this promise, but like any promise it has to be believable. Your product is the proof. Product Marketing owns showing how the promise of the brand is relevant in uniq...
Aneri Shah
Head of Product Marketing, Ethos | Formerly Meta, Microsoft
Yes, great question! As a PMM, I've always worked closely with a separate integrated/brand marketing function. The PMM sits closer to product/eng, is more initimately familiar with the product, owns inbound product marketing (including user insights, strategy, competitive benchmarking, roadmap prioritization etc.). When it comes to outbound marketing, PMM sets GTM strategy and works with a variety of GTM stakeholders, including comms and integrated marketing, to bring a launch or campaign to life. The integrated marketing team usually works with a group of PMMs covering an entire product ar...
Jasmine Anderson Taylor
Senior Director, Product Marketing, Instacart
Brand plays a critical role in Product Marketing and vice versa. In broad strokes, campaigns are either Product or Brand-led, and if one is leading, to be effective the other must be supporting. If we’re launching a new app, our focus is sharing the value proposition and highlighting key features, but the campaign is delivered in our Brand’s voice and within the umbrella of our broader Brand promise. If we’re launching a campaign to drive greater awareness of our Brand within a category, we’ll put our story and message front and center, but we’ll use key RTBs of our Product to underscore re...
Rayleen Hsu
Head of Consumer Product Marketing, Nextdoor
I think the same best practices hold true no matter what kind of proposal you're putting out there that you need to secure buy-in for - come to the table with a clear, structured ask and always bring data to the table to support your ask. Specifically: * Clearly outline your objectives. Clearly communicate what you're hoping to accomplish by outlining your success metrics and/or learning agenda. No one expects you to have all the answers from the get go but it's essential that you clearly articulate why your initiative matters and what you're hoping to accomplish or learn. Als...