Francisco M. T. Bram

Vice President of Marketing, Albertsons Companies

Content

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

Albertsons Companies Vice President of Marketing • February 14

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

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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 14

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

2351 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 14

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

2051 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 14

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

2034 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

1950 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 14

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

1702 Views

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

Francisco M. T. Bram

Albertsons Companies Vice President of Marketing • February 14

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

1533 Views

What's the best way to prepare for a product marketing interview at a big tech company? What resources would you recommend to a prospective so they can best showcase their experience and aptitude for role.

Francisco M. T. Bram

Albertsons Companies Vice President of Marketing • March 24

There are three key types of interviews you should consider preparing for when applying to a small or big tech company: · Product marketing core competency interviews · Behavioral interviews · Case interview / portfolio review assignments The skills companies look for are consistent, but ea......Read More

1274 Views

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

Francisco M. T. Bram

Albertsons Companies Vice President of Marketing • February 14

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

1252 Views

Given the lean nature of how products develop, how do you best handle changes to your messaging based on quick evolution of product features?

Francisco M. T. Bram

Albertsons Companies Vice President of Marketing • February 14

The best way to handle products that are ever changing is to build a solution centric narrative. If you build your narrative around solutions or customer-centric needs, then this shouldn’t change with a few feature add-ons. Customer needs tend to change less often than product features. Think o......Read More

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Credentials & Highlights

Vice President of Marketing at Albertsons Companies