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Eileen Buenviaje Reyes

Eileen Buenviaje Reyes

VP, Product Marketing, 1Password

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Eileen Buenviaje Reyes
Eileen Buenviaje Reyes
1Password VP, Product Marketing
Summary
At 1Password, a series of organizational changes led us to move product marketing out of marketing and into the product organization. This was a significant shift, as the function of product marketing was relatively new to our company, and the product organization was also still in its infancy. O......Read More
Eileen Buenviaje Reyes
Eileen Buenviaje Reyes
1Password VP, Product MarketingFebruary 11
Product marketers often end up in the position of “dotted line” managers/stakeholders for many functions — design, writing, research (to name a few). What’s worked for me in the past is two-fold:  * Influence: For every function that feels like a “dotted line”, it’s important to build a clos......Read More
8340 Views
Eileen Buenviaje Reyes
Eileen Buenviaje Reyes
1Password VP, Product MarketingFebruary 11
Market research is the most powerful tool for influencing product. I recommend applying your marketing skills to your internal stakeholders in the same way you use them for your externally-facing initiatives. If you have some great market insights in hand, consider these steps: 1. Understand you......Read More
7784 Views
Eileen Buenviaje Reyes
Eileen Buenviaje Reyes
1Password VP, Product MarketingFebruary 11
I completely agree that PMMs are highly cross-functional and often broadly scoped. The common trap I’ve seen us fall into is that of “peanut-buttering”, spreading ourselves thin over a broad range of projects. This is the slippery slope that leads to burnout quickly. The 3 things I do to combat t......Read More
7346 Views
Eileen Buenviaje Reyes
Eileen Buenviaje Reyes
1Password VP, Product MarketingFebruary 11
Of course Product Managers are wary. They don’t know what “influencing the product roadmap” might mean and everything about it signals a loss of their control and autonomy. It’s important to reframe the situation to minimize the ambiguity and negative stigma associated with it. Product Management......Read More
4825 Views
Eileen Buenviaje Reyes
Eileen Buenviaje Reyes
1Password VP, Product MarketingFebruary 11
There are pros and cons to any PMM reporting structure, with no perfect solution. My experience has mostly been with a PMM team that reports into a marketing leader and doesn’t report into product. In this case, an intentional effort needs to be put toward building bridges across teams. All level......Read More
2516 Views
Eileen Buenviaje Reyes
Eileen Buenviaje Reyes
1Password VP, Product MarketingFebruary 11
First off, don’t expect it to happen quickly or by brute force. Gaining influence requires trust which can only be built over time. Start with a few small wins to establish credibility. For example, market or customer insights presented at the right time in the product development cycle can be hu......Read More
2240 Views
Eileen Buenviaje Reyes
Eileen Buenviaje Reyes
1Password VP, Product MarketingFebruary 11
The quarterly planning process is critical in order to set expectations up-front about what product marketing can and cannot tackle. Ideally as part of that process, each PMM leaves a bit of capacity unaccounted for (my goal would be 10-20%). This buffer should accommodate any last-minute emergen......Read More
1745 Views
Eileen Buenviaje Reyes
Eileen Buenviaje Reyes
1Password VP, Product MarketingFebruary 11
I can only speak to the change from ~1000 → 3000+. As a company grows, the number of stakeholders grows along with it. That shouldn’t be a surprise. What I’ve also learned is that as the number of stakeholders increase, so does the importance of collaboration skills, role clarity, and decision-ma......Read More
1576 Views
Eileen Buenviaje Reyes
Eileen Buenviaje Reyes
1Password VP, Product MarketingFebruary 11
This is where DACIs (or RACIs) decision-making frameworks are critical. At a projects inception, it’s important to agree with senior executives on who the single final approver should be. Who is accountable for the success of the project (ie. whose job is on the line if it succeeds/fails)? Agreei......Read More
1124 Views
Credentials & Highlights
VP, Product Marketing at 1Password
Formerly Dropbox, SurveyMonkey, LinkedIn
Top Product Marketing Mentor List
Product Marketing AMA Contributor
Lives In San Francisco Bay Area
Knows About Product Marketing Career Path, Influencing without Authority, Consumer Product Market......more
Work At 1Password
1Password - Senior Product Marketing Manager
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