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Alina Fu

Alina Fu

Head of Marketing for Viva Goals and Learning (Director), Microsoft
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Alina Fu
Alina Fu
Microsoft Head of Marketing for Viva Goals and Learning (Director)January 25
If I could only pick 3, it would be: * Storytelling * Competitive insights * Customer-obsessed Telling a story isn’t just filling out a messaging and positioning framework but about being able to pitch a narrative on why status quo is broken, paint what that world would look like, and why yo......Read More
1247 Views
Alina Fu
Alina Fu
Microsoft Head of Marketing for Viva Goals and Learning (Director)January 25
Every company has its own system or values that they look for during candidate review. During interviews, especially at larger enterprise companies, the recruiter or hiring manager usually has a rubric that assesses how much the candidate fulfills the criteria. Here are what stands out for me in......Read More
1154 Views
Alina Fu
Alina Fu
Microsoft Head of Marketing for Viva Goals and Learning (Director)January 25
Like any good first meeting, ask yourself some discovery questions: 1. What do I enjoy doing the most at work? 2. Why do I want to get into product marketing? 3. What products do I think are marketed well? Why? 4. What products can be marketed better? How would I market it differently? 5. D......Read More
1081 Views
Alina Fu
Alina Fu
Microsoft Head of Marketing for Viva Goals and Learning (Director)January 25
I think that depends on the hiring manager. I would even go so far as to suggest maybe you haven’t found the right role or HM who is looking for that broad horizontal PMM or you may be under-leveling yourself. As you become more senior, that is when the broad horizontal PMM skills come into play.......Read More
1050 Views
Alina Fu
Alina Fu
Microsoft Head of Marketing for Viva Goals and Learning (Director)January 25
How much do you trust your manager/management chain? I’ve had direct reports who share their career aspirations with me, even if it’s a role outside of my team, and I count myself lucky that they trust me enough to share that. When they did, I would put them on projects that would expose them ......Read More
978 Views
Alina Fu
Alina Fu
Microsoft Head of Marketing for Viva Goals and Learning (Director)November 30
ABM is a topic that is near and dear to my heart, as we just announced 7 new ABM integrations and hosted a webinar about ABM strategies. Data-driven marketing has extended beyond analytics, social, SEO/SEM, and A/B testing into insights and 3rd party data on customers’ wants and needs to tailor ......Read More
835 Views
Alina Fu
Alina Fu
Microsoft Head of Marketing for Viva Goals and Learning (Director)November 30
I take a relationship-based approach when I think about stakeholder management. I prefer to tailor my style to the individual, so it doesn’t matter as much which department but what type of personality they have and their communication preferences. For instance, a leader in department X may prefe......Read More
653 Views
Alina Fu
Alina Fu
Microsoft Head of Marketing for Viva Goals and Learning (Director)November 30
I partner very closely with the VP of Rev Marketing to make sure we have a coordinated funnel strategy. We are in constant communication and alignment for acquisition, conversion and retention. In addition, product marketing measures deals influenced for attribution. Our product marketing team’s ......Read More
642 Views
Alina Fu
Alina Fu
Microsoft Head of Marketing for Viva Goals and Learning (Director)November 30
Customer Success or Customer Marketing teams are your secret weapon when thinking about Positioning & Messaging frameworks and GTM strategy. Retention is a key metric for the business, so who better than Customer Success Managers or Customer Marketing leaders to represent the voice of the custome......Read More
627 Views
Alina Fu
Alina Fu
Microsoft Head of Marketing for Viva Goals and Learning (Director)November 30
I don’t know if there is a turnkey framework but there are definitely lots of framework options available. You can find one that fits your needs or make your own (like I do). Core to a GTM strategy include these essentials: * Core Bill of Materials (pitch deck, demo, battlecard, FAQ/data sheet......Read More
612 Views
Credentials & Highlights
Head of Marketing for Viva Goals and Learning (Director) at Microsoft
Lives In San Jose, CA
Knows About Product Marketing Career Path, Self-Serve Product Marketing, Pricing and Packaging, M......more