Charlotte Norman

Charlotte Norman

Head Of Product Marketing, Canva

Content

Charlotte Norman
Charlotte Norman
Canva Head Of Product MarketingMay 21
The first 90 days is such an exciting and sometimes overwhelming time in a person's career.  The best way to set up for success in 90 days is as follows:  Day 1 - 30: Learn, learn, learn The first task I complete (and subsequently ask my newbies to complete) is an end-to-end product audit. Th......Read More
26482 Views
Charlotte Norman
Charlotte Norman
Canva Head Of Product MarketingMay 21
Positioning is about showcasing how you solve your customer's needs in a unique and beneficial way.  I firmly believe that you can not create strong messaging if you have not completed an audit of your competitor's messaging. I typically use the following framework to audit competitors:  Comp......Read More
23411 Views
Charlotte Norman
Charlotte Norman
Canva Head Of Product MarketingMay 21
Testing, iterating, and optimizing with your core audiences is the key to successful positioning:  * Talk to your customers and prospective customers to see how the messaging resonates with them and if it helps them understand the benefits of the product * Mockup product flows, or market......Read More
16459 Views
Charlotte Norman
Charlotte Norman
Canva Head Of Product MarketingMay 21
I believe there are three crucial things that need to be outlined in order for a successful launch:  * Why are we doing the launch: what are the key metrics, objectives and customer benefits of doing it * Who's the core team working on the launch * How are we measuring success post-launch?......Read More
4780 Views
Charlotte Norman
Charlotte Norman
Canva Head Of Product MarketingMay 21
Good question and I’m sure everyone has a slightly different take on this. From my perspective:  Positioning = How you solve customers needs and sit in relation to the wider competitive market  Messaging = How you bring your positioning to life in market  I like to think of messaging as the......Read More
4222 Views
Charlotte Norman
Charlotte Norman
Canva Head Of Product MarketingMay 21
I do believe in having a north star to help guide all your messaging. Having a clear brand and positioning DNA which is the overarching narrative for your entire company, will help ensure there’s consistent messaging across the entire business and that all positioning is helping tell your company......Read More
3472 Views
Charlotte Norman
Charlotte Norman
Canva Head Of Product Marketing
 Iterating Your Messaging with Charlotte Norman, Head of PMM at Canva
Iterating Your Messaging with Charlotte Norman, Head of PMM at Canva
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What makes your messaging stand out from competitors isn’t the simple task of stringing together a lovely sequence of words and putting pen to paper -  it’s the constant evolution and iteration, rooted in testing and market research, that ultimately sets your marketing apart. In order to know how......more
Credentials & Highlights
Head Of Product Marketing at Canva
Top Product Marketing Mentor List
Product Marketing AMA Contributor
Lives In Sydney
Knows About Product Marketing Career Path, Messaging, Competitive Positioning, Product Marketing ......more
Work At Canva
Head of Business Product Marketing
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