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Victoria J. Chin
Chief of Staff, Product, Asana
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Victoria J. Chin
Asana Chief of Staff, Product • April 28
In my experiences, PMM is an inherently cross-functional role, so it’s common to have shared metrics with marketing channel owners (awareness or leads), product teams (adoption or revenue), or sales (pipeline or revenue). Also, metrics vary significantly based on your product, audience, and busin......Read More
13220 Views
Victoria J. Chin
Asana Chief of Staff, Product • April 28
It’s never too early to connect with your customers to constantly expand and deepen the strength of your product. Get insights from your customers through product usage data - where are you seeing dropoff? Form hypotheses on why through customer interviews and customer-facing teams, and validate ......Read More
5154 Views
Victoria J. Chin
Asana Chief of Staff, Product • April 28
At Asana, customer empathy and experimentation are not only how we build our product, but who we are. I would start with deeply understanding the customer - what are their needs and motivations? What problems are is your product solving for them? I would then connect with data science and use......Read More
2492 Views
Victoria J. Chin
Asana Chief of Staff, Product • April 28
The most common mistake I see is not laying the foundation for effective internal coordination, which is critical for every product launch, and even more so for distributed teams. Despite companies’ best efforts to recreate what worked in the office in a remote setting, global workers continue to......Read More
1970 Views
Victoria J. Chin
Asana Chief of Staff, Product • April 28
At Asana, customers are our #1 inspiration - so deeply understanding your target audience (across existing customers and prospects) and what matters most to them would be my first priority. * What are we hearing from customer interviews, and/or customer-facing teams? * What third-party resear......Read More
1804 Views
Victoria J. Chin
Asana Chief of Staff, Product • April 28
I think of feature launch messaging as a subset of overall product messaging. Both should stem from your company mission and brand promise, and take into account customer needs, broader market trends, and competitive differentiation. A feature launch may have a smaller target audience though, sol......Read More
1676 Views
Victoria J. Chin
Asana Chief of Staff, Product • April 28
This is always challenging your target audience and press have limited attention spans - so over-communication is never the answer. I would ask questions like: * What is going to be most impactful in furthering your broader company objectives? * Is there an opportunity to bundle multiple f......Read More
1049 Views
Victoria J. Chin
Asana Chief of Staff, Product
Taking a Stand Against the Old Ways of Working with Victoria Chin, Group Product Marketing Lead at Asana
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Victoria J. Chin
Asana Chief of Staff, Product
Asana’s Head of Product Marketing, Growth and Scale, Victoria Chin on Product Launches
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“Cultivating strong relationships and not being afraid to ask for help has been important in terms of growing my career.” - Victoria Chin In this week’s episode Mary sits down with Victoria Chin, who leads Product Marketing at Asana, to discuss product launches. They discuss common mistakes t......more
Credentials & Highlights
Chief of Staff, Product at Asana
Top Product Marketing Mentor List
Product Marketing AMA Contributor
Lives In San Francisco, CA
Knows About Growth Product Marketing, Product Launches, Product Marketing Career Path, Stakeholde......more