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Henrique Saboia

Henrique Saboia

Vice President of Growth, Hinge Health

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Henrique Saboia
Henrique Saboia
Vice President of Growth, Hinge Health
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.
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
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Henrique Saboia
Henrique Saboia
Vice President of Growth, Hinge Health
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?
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
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Henrique Saboia
Henrique Saboia
Vice President of Growth, Hinge Health
What's the most important source of knowledge for a person at your position at Kiva?
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
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Henrique Saboia
Henrique Saboia
Vice President of Growth, Hinge Health
Growth is very quantitatively focused and product marketing is qualitatively focused. How do you create a shared KPI between both functions?
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
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Henrique Saboia
Henrique Saboia
Vice President of Growth, Hinge Health
What is Growth Product Marketing and how is it different? What are ways a PMM can demonstrate expertise in Growth PMM?
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
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Henrique Saboia
Henrique Saboia
Vice President of Growth, Hinge Health
What's the future of Growth Marketing? Do you view it as eventually splitting out from 'Traditional' marketing practices such as Product and Brand?
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
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Henrique Saboia
Henrique Saboia
Vice President of Growth, Hinge Health
How much of your growth marketing tactics based around acquisition, and how much are they based around retention?
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
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Credentials & Highlights
Vice President of Growth at Hinge Health
Top Product Marketing Mentor List
2021
Product Marketing AMA Contributor
Growth Product Marketing
Lives In San Francisco, CA
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