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Natala Menezes

Global Head of Product Marketing, Grammarly

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As head of PMM at a startup, how did your PMM team grow over time, e.g. what positions did you hire, when, why? How did divide scope of responsibilities? What were the most strategic hires you made, including non-PMM titles if any?

Natala Menezes

Grammarly Global Head of Product Marketing • February 8

When I started at Grammarly, I did an audit of how PMM mapped to the product organization, our consumer acquisition and growth teams, and our B2B sales teams. The audit revealed that we were significantly understaffed (did I mention we are hiring?) And as a result, PMM was focused on launches mor......Read More

4200 Views

In your experience, what are some of the common product launch challenges or red flags that you see?

Natala Menezes

Grammarly Global Head of Product Marketing • September 21

* Not having clear entry/exit criteria to hit milestones ahead of launch → typically results in a launch delay. * Collaborating as a cross-functional team → Team has tension and low trust, slowing the process down and making it less fun! * Messaging that is generic → product won’t resona......Read More

1715 Views

How do you roll out pricing and packaging for a new product launch?

Natala Menezes

Grammarly Global Head of Product Marketing • September 21

Pricing is both a science and art -- which means in many cases, it is hard to predict if you have hit the right price (high enough to capture maximum value but low enough that you can scale it to a broad customer base). Because of that, it can sometimes feel like pricing is based on the wind, but......Read More

1375 Views

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

Natala Menezes

Grammarly Global Head of Product Marketing • February 8

I have always loved this quote by Robert Johnson (notably a musician, not a product marketer!): “Leadership is the ability to influence people and motivate them to do what needs to be done to accomplish a goal, vision or mission.” Those last three parts: goal, vision, and mission, are the keys......Read More

1153 Views

What is your process for developing buyer personas for a new product launch?

Natala Menezes

Grammarly Global Head of Product Marketing • September 21

Start with talking to customers to understand how they buy and their decision-making process. If we are working on a quick-turn launch, qualitative research via focus groups is a quick way to get a framework in place and validate product-market fit. With longer timelines, quantitative research ca......Read More

1057 Views

What are the SaaS you think is doing product marketing exceptionally well globally and it's competitors and also please explain how is the one able to stay ahead than the rest?

Natala Menezes

Grammarly Global Head of Product Marketing • February 8

Outside of the wonderful PMM work we do at Grammarly (we’re hiring btw), I think Salesforce and Google do an exceptional job with product marketing. Salesforce focuses on the story and the pain they are solving. They are flashy and visionary (particularly in the slow-moving enterprise space). Go......Read More

884 Views

How would you recommend someone get into product marketing? I work with a lot of students in PR/Comm/Journalism, and want them to expand their thinking.

Natala Menezes

Grammarly Global Head of Product Marketing • September 21

People with a background in writing tend to excel at PMM. The key additional quality is to be a puzzle solver. Are they also technically curious (they like to know how things work) and interested in changing marketings? Do they love to tell stories? So much of being a great PMM is about bringing ......Read More

880 Views

What are the foundational steps to develop a repeatable and scalable launch discipline?

Natala Menezes

Grammarly Global Head of Product Marketing • September 21

1. Create a Leadership Team: - Typically composed of the PMM who will lead the launch, define messaging and positioning and rally the org plus the product manager who owns the product and then key stakeholders from PR, Analyst Relations, and GTM / Sales Readiness. 2. Set a timeline:......Read More

868 Views

As a product marketer, how do you manage product teams that are poor at scoping releases? Especially as they apply to changing release dates and minor updates.

Natala Menezes

Grammarly Global Head of Product Marketing • February 8

It’s a bummer situation when product and engineering teams don’t deliver on the timeline planned. My best practice is to make sure that there’s organization-wide agreement and alignment on delivery dates. I’ve seen inconsistent delivery happen most in cases where marketing operates separately fro......Read More

732 Views

How do you time a launch for the greatest impact?

Natala Menezes

Grammarly Global Head of Product Marketing • September 21

Start by defining what you mean by impact: new user acquisition? Product adoption? Market awareness (pr coverage?). With a clear target and success metric, tailor activities to deliver on those goals. My experience has found that PR pops when combined with a customer event or activity (user conf......Read More

685 Views

Credentials & Highlights

Global Head of Product Marketing at Grammarly

Formerly at: GOOG, MSFT, AMZN, SFDC + startups