Aneri Shah

Head of Product Marketing, Ethos Life

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What can I include in my marketing portfolio to standout from the crowd as a product marketing candidate.

Aneri Shah

Ethos Head of Product Marketing • February 17

Think creatively about marketing-adjacent work you've done, and put together a series of case studies that you can share with the hiring team. Examples can include: * Identifying customer insights and defining a scalable solution or creating a piece of collateral, e.g. identified a trend in......Read More

2411 Views

How does your company define the difference between product marketing and integrated / brand / customer marketing?

Aneri Shah

Ethos Head of Product Marketing • February 17

Yes, great question! As a PMM, I've always worked closely with a separate integrated/brand marketing function. The PMM sits closer to product/eng, is more initimately familiar with the product, owns inbound product marketing (including user insights, strategy, competitive benchmarking, roadmap pr......Read More

1657 Views

What are the key differences between b2b and b2c product marketing?

Aneri Shah

Ethos Head of Product Marketing • February 17

Having worked across both, the key differences in my mind fall into 2 key categories: 1) ability to get customer insights, 2) role in the GTM motion. 1. Customer insights - In B2B, it's relatively easy to get on a customer call and get deep insights from some engaged customers. There are also ce......Read More

644 Views

What are you favorite resources to find product marketing *workflows* and best practices & case studies regarding them?

Aneri Shah

Ethos Head of Product Marketing • February 17

I also love Drift and Intercom's blogs and handbooks! First Round Review also has some great case studies. For courses, I like Pragmatic Marketing [great PMM frameworks] and Reforge [growth-focused, but really valuable for PMM too]. I find a lot of PM-focused resources to be helpful too since......Read More

609 Views

Do you recommend developing deep focus in B2B or B2C PMM work? Are skills transferable? When you look for a candidate do you look for B2B or B2C experience specifically?

Aneri Shah

Ethos Head of Product Marketing • February 17

I've thought about this a lot as I've worked across both B2B and B2C and wondered if it makes sense to specialize and how transferrable skills are. This is also something I've asked many leaders and mentors. The overwhelming advice I've gotten is to focus on being a good marketer and not focus on......Read More

431 Views

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

Aneri Shah

Ethos Head of Product Marketing • February 17

Lead with insights. The best way to get involved as a PMM is show that you have both the breadth and depth of insights that articulate the customer problem, and can help shape the designs. Positioning yourself as this expert makes it a much more natural solution for you to be involved. Some ways ......Read More

368 Views

Given that Product Marketing role definitions and skills vary so much by company, how do you develop a transferrable career path if you end up switching firms along the way?

Aneri Shah

Ethos Head of Product Marketing • February 17

PMM role definitions and skills do vary significantly across companies (and even teams within the same company!) but I see this as an opportunity. The main skills are still foundational across all roles: 1. Having a deep understanding of the customer - being able to clearly grasp customer pai......Read More

332 Views

Aneri Shah

Ethos Life Head of Product Marketing

PMM Interviews with Aneri Shah, Product Marketing Lead at WhatsApp

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WhatsApp is the world’s largest messaging app, used by over 2 billion users. Aneri works on monetization for WhatsApp Business, driving revenue for their first paid product, the WhatsApp Business Platform. Tune in to hear her insights on how to crush your next PMM interview. Connect with Aneri o......more

Credentials & Highlights

Head of Product Marketing at Ethos

Formerly Meta, Microsoft