Hege Thorbjornsen Starling

Director of Product Marketing & Development, hims & hers

Content

What other skills do consumer product marketers need to have that aren't required for b2b product marketers?

hims & hers Director of Product Marketing & Development • June 14

In general I think there is a lot of overlap in the fundamental skill set needed between the two roles even though they operate differently. In consumer product marketing you’re targeting the end-user with your offering/product. In B2B you’re targeting other companies with your offering/product w......Read More

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What story should I try to tell with my resume when trying to break into product marketing? Are there any must have factors in landing that first PMM role?

Hege Thorbjornsen Starling

hims & hers Director of Product Marketing & Development • June 14

Great question! This highly depends on the role, what stage the company is at and what the requirements are in the job description - Product marketing can be so different at different companies With that said my recommendation is to think about your resume as an opportunity to product market y......Read More

1086 Views

How do you recommend someone with a background in brand strategy/account management break into a PMM role? What learning materials/resources do you recommend for background and ongoing learning?

Hege Thorbjornsen Starling

hims & hers Director of Product Marketing & Development • June 14

There is definitely overlap between brand strategy/account management and product marketing especially because the two roles operate slightly differently at every organization. Brand strategy can translate really well to product positioning, messaging and storytelling while account management can......Read More

919 Views

Do you recommend developing deep focus in B2B or B2C PMM work? Are skills transferable? When you look for a candidate do you look for B2B or B2C experience specifically?

Hege Thorbjornsen Starling

hims & hers Director of Product Marketing & Development • June 14

There are multiple factors you could use to determine where to build a deeper focus but I don’t necessarily think that you have to make such a firm pick. There are definitely nuances between the two roles, but skills are also transferable. Crafting messaging/positioning, translating user insights......Read More

616 Views

What are some skills a Consumer PMM needs to move up the ladder to a Director level role? What are the criteria of evaluation?

Hege Thorbjornsen Starling

hims & hers Director of Product Marketing & Development • June 14

This varies across every organization, but if you’re looking to move up from your current role, I’d recommend bringing it up with your direct manager in your 1:1 even if you think the leveling up is a ways away. Starting the conversation will allow you both to focus on the skills you need to work......Read More

578 Views

I am looking for jobs in Product Marketing , what is best way to increase my chances to get in to the field. taking any online course will help to upgrade my knowledge get started ? which course you will recommend ? thank you in advance.

Hege Thorbjornsen Starling

hims & hers Director of Product Marketing & Development • June 14

Having identified what type of role you want next and why, already puts you ahead of the game and lets you hone your experience more and more towards the field. I would first explore to see how you can get (or maybe already have) actual working experience even if it’s project based. * If you’......Read More

479 Views

What do you look for in the backgrounds of aspiring consumer product marketers (who have never held the role before) as a signal that they will be a good hire?

Hege Thorbjornsen Starling

hims & hers Director of Product Marketing & Development • June 14

It all depends on the role I am hiring for and what stage a company is at, but on a general note, I would look for transferable experience and skills that could work well for the role. Crafting messaging/positioning, identifying user insights and translating them into strategy, influencing produc......Read More