👋 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...
25237 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...
23429 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...
14282 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...
7132 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 ...
3944 Views
Asana Director of Product Marketing | Formerly Intuit, PepsiCo, Nielsen, Wakefern Food Corp. • 11mo
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 ...
2969 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...
2447 Views
Asana Director of Product Marketing | Formerly Intuit, PepsiCo, Nielsen, Wakefern Food Corp. • 11mo
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...
2227 Views
Asana Director of Product Marketing | Formerly Intuit, PepsiCo, Nielsen, Wakefern Food Corp. • 11mo
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 ...
2129 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...
2071 Views
Credentials & Highlights
Director of Product Marketing at Asana
Formerly Intuit, PepsiCo, Nielsen, Wakefern Food Corp.
Lives In San Francisco Bay Area
Knows About Market Research, Segmentation, Messaging, Product Launches, Release Marketing, Go-To-...more
Work At Asana
Senior Product Marketing Manager, New Products
View job