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Christy Roach

Senior Director, Portfolio & Engagement Product Marketing, Airtable

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What's a typical product marketing career path?

Christy Roach

Airtable Senior Director, Portfolio & Engagement Product Marketing • October 8

It’s hard to pinpoint “typical” because product marketing is a field that sets you up for a few different paths depending on what you want to do. Being a product marketer gives you problem-solving, strategy, and execution skills that can help you in so many different careers so I wouldn’t want to......Read More

5884 Views

What are the most important soft and hard skills Product Marketing Managers can build to become successful in their field going forward?

Christy Roach

Airtable Senior Director, Portfolio & Engagement Product Marketing • October 8

Everyone’s definition of soft and hard skills differs, but here are the nine skills that I think are the most important for a product marketer to have. I've used these skills as a compass to help me grow in my own career and have turned them into a success guide for my team at Envoy to use: Soft......Read More

5055 Views

What questions do you ask users when trying to improve user onboarding from a product marketing perspective?

Christy Roach

Airtable Senior Director, Portfolio & Engagement Product Marketing • November 17

I truly believe the onboarding experience is the make or break moment for your product, especially for a self-serve user base. You could have the most incredible product in the world, but if it’s a pain to get set up, you’ll lose your customer. To improve the onboarding experience, I’d focus bot......Read More

2943 Views

How to make sure the voice of our consumer is heard when product marketing may not be involved during the product roadmap development process.

Christy Roach

Airtable Senior Director, Portfolio & Engagement Product Marketing • November 17

Buckle up, I've got a lot of opinions here. I think the first question PMMs should ask themselves is, what unique value do they want to provide to the roadmapping process? Oftentimes, PMMs feel like they should be included in things without having a clear POV as to why. I’ve been guilty of this. ......Read More

2941 Views

What do self-serve product marketers spend their time doing, given that they don't have sales enablement responsibilities?

Christy Roach

Airtable Senior Director, Portfolio & Engagement Product Marketing • November 17

You’re right that as a self-serve PMM, you’re no longer as focused on sales enablement as many B2B product marketers are. Here are some of the big areas my team is focused on that might be a bit different than a sales enablement focused PMM role. * Acquisition: My team is very focused on how w......Read More

2508 Views

What's the most effective way you've found to introduce/launch new features within the product UI?

Christy Roach

Airtable Senior Director, Portfolio & Engagement Product Marketing • November 17

There are three main ways that I like to announce features in-product. Please note: I do not recommend you do all three at the same time unless you want your users to find you incredibly annoying. Each has their own time and place, but I find each to be effective in their own way. I've ranked the......Read More

2478 Views

What future executive role should I be shooting for as a Product Marketing Manager if you don't want to be a CMO?

Christy Roach

Airtable Senior Director, Portfolio & Engagement Product Marketing • October 8

I think the first question to ask yourself is, do you actually want to be an executive? After that, you should also ask yourself what an “executive” means to you. It turns out that a lot of people feel like they should be shooting to be in the C-suite without actually knowing if they want to be ......Read More

2326 Views

What are some effective strategies to inevitably influence the product roadmap rather than simply bringing that roadmap to market?

Christy Roach

Airtable Senior Director, Portfolio & Engagement Product Marketing • October 8

The most important thing to keep in mind is this: having the product marketing title doesn’t automatically mean you get to influence the roadmap. You have to put in the work and show your value to get a seat at the table. There are three big levers to pull here to help you shift the way product m......Read More

2182 Views

How do you measure your own success in your role? How much have those performance indicators evolved as you grew within your role?

Christy Roach

Airtable Senior Director, Portfolio & Engagement Product Marketing • October 8

This has changed a ton as my career has progressed and continues to evolve as I get better at my job. What I measure myself on today is very different than what I’ll measure myself on in 3-4 years, and the key is being able to make those mental shifts and not measuring your current role by the sa......Read More

2109 Views

How do you structure your Product Marketing team?

Christy Roach

Airtable Senior Director, Portfolio & Engagement Product Marketing • November 17

Airtable’s product marketing team has a bit of a unique structure in that we don’t have one “Head of Product Marketing”, we have two. Myself (Self-Serve PMM lead) and my counterpart (Enterprise PMM lead) are responsible for the two sides of our business and both report into our CMO. The other thi......Read More

2099 Views

Credentials & Highlights

Senior Director, Portfolio & Engagement Product Marketing at Airtable