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Alex Wagner Lavian
VP of Marketing, Origin
About
Alex leads Product Marketing for Fan Monetization @ Spotify. Her team is responsible redefining the role of Spotify in the Creator Economy — building products that unlock new revenue streams for Artists and new ways for fans to engage and connect ......more
Content
Alex Wagner Lavian
Origin VP of Marketing • November 22
When building a tiered product it's important to define the goals of the entire package and each tier. Once you set goals, you'll want to segment your target audience by tier to map benefits to each level. Each tier should have clear benefits and ideally one “hero benefit” to serve as the hook to......Read More
4855 Views
Alex Wagner Lavian
Origin VP of Marketing • December 20
As a first PMM hire it's important to prioritize needs and deliverables based on the overall goals and objectives of the company. Do “discovery” similar to how you would approach a product launch – get up to speed on the business, the competitive landscape, the customer, and the product. This wil......Read More
3743 Views
Alex Wagner Lavian
Origin VP of Marketing • December 20
PMMs are storytellers so just as you would approach a marketing narrative, tell your personal story in a crisp and compelling way. Prior to the interview, reflect on a few projects you want to highlight that showcase the breadth of PMM competencies and be prepared to weave those stories into your......Read More
2199 Views
Alex Wagner Lavian
Origin VP of Marketing • December 20
Across PMM there is a shared core set of skills and competencies. The fundamentals are very much the same — it's about knowing the customer, finding the defining insight, and transforming that into product strategies and go-to-market plans. While the fundamentals are very transferable, execution ......Read More
1562 Views
Alex Wagner Lavian
Origin VP of Marketing • December 20
I can relate to this one, I actually started off my career in PMM at a B2B company. This experience was invaluable and where I learned the core competencies of PMM – the importance of product positioning, messaging, influencing the product roadmap, and being an advocate for the customer. Just bei......Read More
1241 Views
Alex Wagner Lavian
Origin VP of Marketing • December 20
Yes the skill sets are very transferable from B2B to B2C! As mentioned above the fundamentals are very much the same its the execution that can look quite different. B2B and B2C are both are incredible experiences so when I'm evaluating candidates I'm looking for a product marketer that is custom......Read More
1198 Views
Alex Wagner Lavian
Origin VP of Marketing • December 20
As I mentioned above there are so many applicable skills across B2B and B2C — just learning the PMM craft is key regardless of the company/audience. There are several applicable qualities that a B2B marketer can bring to consumer PMM including the following: messaging & positioning, relationship ......Read More
1102 Views
Alex Wagner Lavian
Origin VP of Marketing • November 22
Great question. Defining the product roadmap, setting launch criteria, and landing a launch date should be a collaborative process between PMM and Product. Together its key to consider a number of key factors: 1) What is the broader product roadmap for that quarter/half? How does this product fit......Read More
993 Views
Alex Wagner Lavian
Origin VP of Marketing • November 22
A good product launch starts with a deep understanding of the customer – who you are building for, their needs/pain points, how to reach them. Building a phased research plan is key — it's important to gather insights to shape both the product value prop and the marketing plan. I find that a lot ......Read More
857 Views
Alex Wagner Lavian
Origin VP of Marketing • November 22
It's important to define metrics and KPIs pre-launch typically as part of the marketing brief or GTM plan. Based on the goals you’ve set you’ll want to work with XFN teams like product/marketing analytics to set up a measurement plan or dashboard to track progress against these goals. It can be b......Read More
806 Views
Credentials & Highlights
VP of Marketing at Origin
Formerly Uber
Top Product Marketing Mentor List
Knows About Brand Strategy, Go-To-Market Strategy, Building a Product Marketing Team, Consumer Pr......more