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Francisco M. T. Bram

Vice President of Marketing, Albertsons Companies

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What are the most common messaging mistakes you see product marketing teams making today?

Albertsons Companies Vice President of Marketing • February 13

I love this question. Over the course of my career, I’ve seen inexperienced and experienced product marketers (including me) commit a variety of messaging capital “sins”. Here is my list of the top 3 messaging capital “sins” to avoid: 1. Starting with the WHAT This is perhaps the most common mi......Read More

2455 Views

What types of messaging documents or frameworks are typically shared with stakeholders from different teams (i.e. product, marketing, execs, etc.)?

Francisco M. T. Bram

Albertsons Companies Vice President of Marketing • February 13

I believe in promoting a very collaborative environment where the best information is always shared and used to inform the different workstreams. At Uber we create one source of truth document, called the Marketing Brief. This brief can be shared with every stakeholder in the organization but is ......Read More

2230 Views

How do you leverage qualitative insights and data to build out a product messaging?

Francisco M. T. Bram

Albertsons Companies Vice President of Marketing • February 13

Data insights is a critical component of what I like to call “Evidence-based Marketing”. I like to use 3 types of data insights: User Research, Market Research, and Customer Proof-Points. I use User Research data to help guide the user/customer journey map. This data is critical to help you map o......Read More

1998 Views

How do you choose the right channels to activate the audience when you're launching a brand new product?

Francisco M. T. Bram

Albertsons Companies Vice President of Marketing • February 13

Great question. I believe in data-driven market insights as a foundation for your channel strategy. I always start the assumption that the market is heterogeneous, and therefore, requires a personalized communication strategy. For example, a recent marketing research project I was able to lead he......Read More

1615 Views

How do you and at what stages do you test your messaging?

Francisco M. T. Bram

Albertsons Companies Vice President of Marketing • February 13

I think you need to experiment and test your messages throughout the go-to-market planning phase, marketing research and development of your value proposition. We use multiple channels to test our messaging, Emails, In-App Messaging, Push Notifications, Text Messaging, Social Media, Performance A......Read More

1410 Views

Where is the best location for product marketing case studies, if any? If not, how do you reccommend an aspiring product marketer to get acquainted with the particular, day-to-day activities of the career besides an internship?

Francisco M. T. Bram

Albertsons Companies Vice President of Marketing • February 13

Because Product Marketing can encompass a variety of different roles and responsibilities depending on your organizational structure and company size, I haven’t found a great location other than Sharebird (via AMAs) or HubSpot Blogs where people can actually share specific Product Marketing case ......Read More

1303 Views

What's a typical product marketing career path?

Francisco M. T. Bram

Albertsons Companies Vice President of Marketing • March 24

Unlike highly specialized roles like Finance, Engineering or even HR that traditionally have vertical careers, I don’t believe Product Marketing has a typical career path. As a generalist role, working as a Product Marketer allows you to gain exposure and experience across different functions, fr......Read More

1048 Views

How do you juggle the different voices wanting to weigh in on messaging, and make sure you're not watering things down with a "messaging by committee" situation?

Francisco M. T. Bram

Albertsons Companies Vice President of Marketing • February 13

I find that the best way to get everyone aligned is to include them early in the marketing research and user insights phase. This will help set a baseline for what the narrative needs to be, removing already some of the personal assumptions other team members can bring to the discussion. The ......Read More

956 Views

What are the best practices in creating messaging that works across geographies?

Francisco M. T. Bram

Albertsons Companies Vice President of Marketing • February 13

These are the top 3 best practices I recommend: 1. Include Include the regional marketing leaders or regional general managers (depending on the size of your company) early in the development of the go-to-market strategy and team. These leaders are a great sounding board for the countries in th......Read More

947 Views

At what point do you consider competitive information in your messaging?

Francisco M. T. Bram

Albertsons Companies Vice President of Marketing • February 13

It all depends on your intent, your market and your business operational setup. With regards to intent, you can use competitive information to inform your unique and differentiating features and solutions. This can certainly help you craft a more compelling narrative that uniquely stands out. I w......Read More

878 Views

Credentials & Highlights

Vice President of Marketing at Albertsons Companies