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Indy Sen
Ecosystem Marketing Leader, Canva
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Indy Sen
Canva Ecosystem Marketing Leader • July 24
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
3283 Views
Indy Sen
Canva Ecosystem Marketing Leader • July 24
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
2168 Views
Indy Sen
Canva Ecosystem Marketing Leader • July 24
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
1450 Views
Indy Sen
Canva Ecosystem Marketing Leader • July 24
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
1379 Views
Indy Sen
Canva Ecosystem Marketing Leader • July 24
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. undefined [https://i.imgur.com/pVKEG7T.png] The one way I see this changing is......Read More
1267 Views
Indy Sen
Canva Ecosystem Marketing Leader • July 24
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
1064 Views
Indy Sen
Canva Ecosystem Marketing Leader • February 4
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
997 Views
Indy Sen
Canva Ecosystem Marketing Leader • July 24
No doubt your product, its value props and your audience will change from company to company. What doesn't change however is your job to be done as a product marketer, and the role you get to play. No matter what organization I've been part of, PMM has always sat at the intersection of produc......Read More
994 Views
Indy Sen
Canva Ecosystem Marketing Leader • February 3
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
934 Views
Indy Sen
Canva Ecosystem Marketing Leader • February 3
Positioning is the precursor to messaging. If you don't know who your product is for, what it's good for and how it's different from other products in its space, then it will be very hard to come up with viable messaging. Put another way, positioning is the primitive, typically expressed ......Read More
888 Views
Credentials & Highlights
Ecosystem Marketing Leader at Canva
Formerly Google, Salesforce, Box, Mulesoft, WeWork, Matterport
Product Marketing AMA Contributor
Lives In Oakland, California
Knows About Building a Product Marketing Team, Go-To-Market Strategy, Influencing the Product Roa......more