Indy Sen

Indy Sen

Ecosystem Marketing Leader, Canva

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Indy Sen
Indy Sen
Canva Ecosystem Marketing LeaderJuly 23
That's a good question. I think it will vary based on when you start your career as a PMM and where. I've seen PMM leaders go on to be CMOs and founders, or successfully transition over to areas like product management and general management.  In terms of roles/titles, you typically see a prog......Read More
3938 Views
Indy Sen
Indy Sen
Canva Ecosystem Marketing LeaderJuly 23
Such a great question. I think the best thing you can do invest in yourself and "sharpen the saw". This is especially critical earlier in your career. A couple of approaches:  1.) Read - My mom has this saying: Books are like software updates for your brain. Yes, not all business books are spell......Read More
2338 Views
Indy Sen
Indy Sen
Canva Ecosystem Marketing LeaderJuly 23
Influencing: You need the ability to inspire and drive cross-functional teams, often without any of the "authority". Cross matrixed orgs FTW, baby. Storytelling: You can turn a plot into a narrative (see answer above). You have a knack for finding that storytelling hook that gets to your why thi......Read More
1666 Views
Indy Sen
Indy Sen
Canva Ecosystem Marketing LeaderJuly 23
Yes, in my experience there are definitely a few org considerations that will shape your fortunes as a PMM, and navigating those will determine whether you're set up for success.  1. The first, as you allude to is the function you report into. I've been in orgs where PMM has been in marketi......Read More
1550 Views
Indy Sen
Indy Sen
Canva Ecosystem Marketing LeaderJuly 23
It's really the following three functions: product, sales and the greater marketing team. You will regularly interface with these three, and depending on the company will be deeply embedded with product and sales.  The one way I see this changing is that businesses increasingly need to bring B......Read More
1434 Views
Indy Sen
Indy Sen
Canva Ecosystem Marketing LeaderFebruary 3
I think the pandemic has been a reset moment for us all, in more ways than one. For Product Marketing, it's put a renewed onus on equipping your teams with messaging that resonates and also make the case that your product is not a nice to have, but a need to have.  We've gone through similar c......Read More
1151 Views
Indy Sen
Indy Sen
Canva Ecosystem Marketing LeaderFebruary 2
Looks like this question got the most upvotes so let me start with it and try and give as much context as I can. At Google we had the following heuristic for marketing which was:  1.) Know the user 2.) Know the magic 3.) Connect the two It informed our marketing overall, but especially our pos......Read More
1120 Views
Indy Sen
Indy Sen
Canva Ecosystem Marketing LeaderJuly 23
See my answer here in terms of what can help you personally grow as a PMM. In terms of moving up the ranks, the journey is probably similar to other marketing roles where beyond a certain level, you need to go from being an IC (individual contributor) to being a manager.  To grow as an IC, and......Read More
1099 Views
Indy Sen
Indy Sen
Canva Ecosystem Marketing LeaderDecember 21
Great question, and always exciting to be at a juncture where you're considering expanding your GTM to address specific verticals and opportunities. Getting a vertical right is not always easy, but when you have the right structure and offerings, the work across other opportunities is very repeat......Read More
1083 Views
Indy Sen
Indy Sen
Canva Ecosystem Marketing LeaderDecember 21
Think of your PMM team as an interface to the organizations they serve. Your org structure can vary from company to company, but I've often said that messaging, if done right, should be like an API across your organization. Same goes with your PMM organization. The more you can optimize for info......Read More
1077 Views
Credentials & Highlights
Ecosystem Marketing Leader at Canva
Formerly Google, Salesforce, Box, Mulesoft, WeWork, Matterport
Top Product Marketing Mentor List
Lives In Oakland, California
Knows About Building a Product Marketing Team, Go-To-Market Strategy, Influencing the Product Roa......more
Work At Canva
Senior Product Marketing Manager, Public Sector
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