Henrique Saboia

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...more

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...more

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...more

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...more

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...more

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...more

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...more