Carrie Zhang

Carrie Zhang

Product Lead (fmr Head of Product Marketing), Square

AMA's

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Carrie Zhang
Product Lead (fmr Head of Product Marketing)
Ha, organizational design questions are always the fun ones. :) These types of questions don’t have a right or wrong answer. Each design will have its pros and cons and it’s all about what you are trying to optimize. When I started in product marketing at Square, we reported into marketing. Abo...more
Carrie Zhang
Product Lead (fmr Head of Product Marketing)
It’s a joint decision between product management and product marketing at Square. In general our PMMs tend to have more ownership here. They will lead competitive analysis and commission qual/ quant research to inform pricing decisions. That said, from what I observed, when you zoom into the spe...more
Carrie Zhang
Product Lead (fmr Head of Product Marketing)
* Revenue, P&L ownership. * Customer discovery. Our PMs and designers tend to lead more qualitative research while our PMMs tend to lead more quantitative surveys. * Product strategy. At Square, PM is the ultimate DRI (Directly Responsible Individual). * Pricing and packaging. At Square...more
Carrie Zhang
Product Lead (fmr Head of Product Marketing)
* It’s a good idea to try internal transfer if you want to transition from PMM to PM, or vice versa. Learning the craft of a new discipline is not easy. You are more likely to set yourself up for success if you minimize other variables like new company, new product, new team. * Anchor ...more
Carrie Zhang
Product Lead (fmr Head of Product Marketing)
From the very beginning and throughout the development process. This is very much related to the previous question. I will try to bring to life how the process works on the Square teams. * For any new feature development, we hold a kickoff/ problem alignment with PM, PMM, Design, Eng and Da...more
Carrie Zhang
Product Lead (fmr Head of Product Marketing)
Good question. I view product management and product marketing as close partners since we co-own the strategy and business outcome. Cannot say I have best practices, rather some guiding principles of how I would like to see us work together. 1. Involve each other early. I hate the model where t...more
Carrie Zhang
Product Lead (fmr Head of Product Marketing)
The product manager (PM) decides “what” to build and “when”, and is accountable for delivering the product or feature that delights customers. The product marketer (PMM) informs “what” to build, and is accountable for driving the demand for what has been built. Both require deep customer and mar...more
Carrie Zhang
Product Lead (fmr Head of Product Marketing)
Any interviews with me will involve a case - real world, but sanitized case questions like "you are the PMM for xyz product and your subscriber growth has slowed down [insert whatever metrics, scenarios] in the last 2 quarters. You need to get it back on track. What would you do to tackle this?" ...more
Carrie Zhang
Product Lead (fmr Head of Product Marketing)
Think about it the other way. PMM is one of the most cross-functional roles in a company. You are essentially quarterbacking the entire go-to-market efforts. The leadership qualities required to motivate people who don't report to you is arguably more challenging than direct people management. Wh...more
Carrie Zhang
Product Lead (fmr Head of Product Marketing)

Agree with Mike! PMM needs to be part of the roadmap development process. Most companies do annual planning. So you should know where you are taking the product to in the next year. Then, what are the quarterly feature release roadmaps.

Credentials & Highlights
Product Lead (fmr Head of Product Marketing) at Square
Product Management AMA Contributor
Top 10 Product Management Contributor
Lives In Redwood City, California