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Laura Jones

Chief Marketing Officer, Instacart

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How do you more effectively influence product roadmap priorities and timeline?

Laura Jones

Instacart Chief Marketing Officer • December 8

In my experience, the most powerful tool for influencing the Product Roadmap as a PMM is customer insights. If you can clearly demonstrate customer pain points and inspire empathy, that tees up the opportunity to be part of the discussion around how you might meet those needs through product solu......Read More

6311 Views

How do you identify and prioritize the channels for a launch campaign?

Laura Jones

Instacart Chief Marketing Officer • December 8

I start by developing a Go-To-Market strategy that identifies the business objective of the launch campaign and articulates the in-focus audience. Once I know what I need to accomplish and who I'm talking to, then I can think about the best channels to land that message. The channels should be......Read More

4900 Views

For a new product launch that is under development, when is the right time to start planning and meeting with the different channels?

Laura Jones

Instacart Chief Marketing Officer • December 8

This will depend on the Go-To-Market strategy and which channels you plan to leverage. In my experience, once the roadmap is defined and you have developed your v0 GTM, that is a good time to start meeting with channel owners to seek feedback on the proposed plan and align around the channel stra......Read More

3825 Views

Could you share are bit about you manage your PMM team? What are check-ins like, how do you organize individual teams roles and responsibilities? How do you empower your PMMs to own goals/results?

Laura Jones

Instacart Chief Marketing Officer • December 8

I map our PMM team to the PM team so that one PMM is embedded in each program team and can serve as the cross-functional lead for that area. Each PMM works with their PM and XFN team to establish team OKRs at the start of the quarter, and the PMM takes on full or shared ownership over a subset of......Read More

3822 Views

What are some ways product marketing can prove their value to product management?

Laura Jones

Instacart Chief Marketing Officer • December 8

As you establish a relationship with your Product Manager, it is important to align on expectations. You should understand their needs and pain points and share with them your vision for how PMM can add value to the team. From there, it is often helpful to draft a set of goals that reflect the ou......Read More

3525 Views

How do you establish credibility with product management when you are new to the product marketing team?

Laura Jones

Instacart Chief Marketing Officer • December 8

To establish credibility with a new team, the first step is understanding the team's need, laying out a vision for how you can best add value, and aligning around expectations. It is important to know the user, the market, and the product so that you can engage with the cross-functional team i......Read More

2949 Views

What advice do you have for a current product marketing manager who's looking to grow his/her career in product marketing?

Laura Jones

Instacart Chief Marketing Officer • December 8

Once you've established deep expertise and credibility in the field, the transition to leading a Product Marketing team will depend largely on finding the right opportunity. This can happen with your current org if there are internal transitions or scope expansions that open up leadership roles, ......Read More

2898 Views

How does your team establish and standardize researching audience/segment needs and how do you then leverage your findings systematically to influence the product roadmap?

Laura Jones

Instacart Chief Marketing Officer • December 8

In establishing segments, it is critical to get cross-org alignment so that all functions are working off of the same definitions. Methodologies for defining segments can vary depending on how you plan to use them, so I would recommend investing heavily in the upfront phase of gathering requireme......Read More

2033 Views

How do you get product management to bring you into initial design process?

Laura Jones

Instacart Chief Marketing Officer • December 8

One way I have approached this is to bring the cross-functional team together for a Design Sprint. Sprints are one of the most effective ways to quickly align a team around key insights and develop a customer-centric product solution. Having PMMs participate in or even lead these sprints is a gre......Read More

1883 Views

Laura Jones

Instacart Chief Marketing Officer

Product Marketing Life | Laura Jones, Uber

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Global Head of Product Marketing at Uber, Laura Jones, takes us on deep dive into the world of design thinking as a bonafide expert in the field, including how she became interested in the concept, how it’s been a useful tool in her successful career as a PMM and how she continues to put it to us......more

Credentials & Highlights

Chief Marketing Officer at Instacart