Henrique Saboia

Vice President of Product & Growth, Hinge Health

Content

What is Growth Product Marketing and how is it different? What are ways a PMM can demonstrate expertise in Growth PMM?

Henrique Saboia

Hinge Health Vice President of Product & Growth • July 24

Traditional Product Marketing and Growth Product Marketing should be complementary functions. When done successfully, a Growth Product Marketing team will be more focused on rapid experimentation and growing user engagement metrics, and less focused on product development and product launches. An......Read More

3291 Views

Growth is very quantitatively focused and product marketing is qualitatively focused. How do you create a shared KPI between both functions?

Henrique Saboia

Hinge Health Vice President of Product & Growth • July 24

Finding the best possible KPI to measure the success of a product both qualitatively and quantitatively is incredibly challenging, and very few companies ever get it right. I have found that the OKR process can be a great help in that process. Specifically, if Growth and Product Marketing share t......Read More

2068 Views

What's the future of Growth Marketing? Do you view it as eventually splitting out from 'Traditional' marketing practices such as Product and Brand?

Henrique Saboia

Hinge Health Vice President of Product & Growth • July 24

That's such an interesting question. Over the last 5-10 years, I've seen multiple organizations split Brand/Traditional Marketing from Growth Marketing. While that creates focus and specialization, it also creates a confusing and disconnected user experience. Organizations have started to recogni......Read More

1891 Views

How would you advise one get formally started in a Product Marketing career track? I've previously worked in product management, sales and marketing and have just realized I've been performing many of the responsibilities of a Product Marketer for the last couple of years under a different title.

Henrique Saboia

Hinge Health Vice President of Product & Growth • July 24

Well, it looks like you have many of the skills necessary to be an effective product marketer. Your challenge will be to tell a compelling story to a PMM leader that you have built all those transferable skills necessary to be a successful PMM. I'd expect your recruiting cycle may take a bit long......Read More

1670 Views

How much of your growth marketing tactics based around acquisition, and how much are they based around retention?

Henrique Saboia

Hinge Health Vice President of Product & Growth • July 24

It really depends on the lifecycle stage of the product and the goals/OKRs set up each quarter. But it is very common for growth-focused initiatives to be organized around the audience lifecycle. I often organize my teams, strategies, and tactics around some version of the following but adapted t......Read More

1608 Views

What's the most important source of knowledge for a person at your position at Kiva?

Henrique Saboia

Hinge Health Vice President of Product & Growth • July 24

At Kiva, we're very lucky to benefit from the institutional knowledge of almost 15 years in the social impact space. Not only do we have great documentation, but there are also many Kiva veterans that can help share and onboard new team members. When it comes to impact-specific KPIs, we have many......Read More

1387 Views

How open would your company be to hire someone with category management experience for a PMM role? Lets say the person has worked on product development, GTM, sales enablement and campaigns for their category?

Henrique Saboia

Hinge Health Vice President of Product & Growth • July 24

I hope I understand your question correctly, but some of the most successful PMMs I've hired include some that came from more traditional, non-tech companies before. There are many transferable skills, like the ones you outlined above. That said, it can be difficult to find a Product Marketing le......Read More

1158 Views

Credentials & Highlights

Vice President of Product & Growth at Hinge Health