👋 Erica Conti
👋 Hello everyone! I'm Erica, and I'm located in the Bay Area!
💼 I am currently a Director at Asana, focused on our core product. I was previously at Intuit and PepsiCo.
👀 I am focused on developing a new strategy to drive growth with one of our key personas, and reimagining product enablement / training for our Revenue teams.
🤝 I'm a former market researcher and product manager, so I love doing customer research and influencing product strategy! Plus, all things product launch processes!
🍦 I lived in Chicago a few years ago, and am obsessed with Jeni's salted peanut butter and chocolate!
Content
Asana Director of Product Marketing | Formerly Intuit, PepsiCo, Nielsen, Wakefern Food Corp. • 1y
I create my product launch strategy through a six-step process, which is outlined in my attached template. Over the years, I've found that this process ensures a comprehe...
25216 Views
Asana Director of Product Marketing | Formerly Intuit, PepsiCo, Nielsen, Wakefern Food Corp. • 1y
A product launch I worked on in 2022 didn't go as expected due to rapidly changing market conditions. We initially developed aspirational messaging, but realized it would...
22748 Views
Asana Director of Product Marketing | Formerly Intuit, PepsiCo, Nielsen, Wakefern Food Corp. • 1y
When stakeholders express resistance to launch activities, I emphasize that there's no "one-size-fits-all" approach to launches, and I focus on demonstrating the value of...
14268 Views
Asana Director of Product Marketing | Formerly Intuit, PepsiCo, Nielsen, Wakefern Food Corp. • 1y
My framework for analyzing customer feedback after a launch involves implementing multiple voice of customer channels, then analyzing the data to inform our product prior...
7126 Views
Asana Director of Product Marketing | Formerly Intuit, PepsiCo, Nielsen, Wakefern Food Corp. • 1y
Yes, I tier features in product launches. This tiering system helps prioritize our marketing efforts and resources - here's how I determine the tier for each feature and ...
3938 Views
Asana Director of Product Marketing | Formerly Intuit, PepsiCo, Nielsen, Wakefern Food Corp. • 9mo
My go-to approach centers on three core resources that have consistently helped me deliver actionable insights:My research guidebook template - This is my foundation for ...
2855 Views
Asana Director of Product Marketing | Formerly Intuit, PepsiCo, Nielsen, Wakefern Food Corp. • 1y
To launch new features (vs new products), I ladder them to our established, core use cases. This approach ensures consistency in marketing materials and helps customers u...
2443 Views
Asana Director of Product Marketing | Formerly Intuit, PepsiCo, Nielsen, Wakefern Food Corp. • 9mo
True differentiation validation requires moving beyond stated intent to observed behavior. I use a layered approach that moves from early signals to real-world proof:Conc...
2208 Views
Asana Director of Product Marketing | Formerly Intuit, PepsiCo, Nielsen, Wakefern Food Corp. • 9mo
The biggest challenge isn't generating insights - it's preventing them from becoming shelfware. Here's how I ensure research drives real business impact:Start with clear ...
2124 Views
Asana Director of Product Marketing | Formerly Intuit, PepsiCo, Nielsen, Wakefern Food Corp. • 1y
Internal buy-in is crucial for the success of a product launch. Here are some of my tips for creating excitement and building buzz internally:Get leadership alignment and...
2062 Views