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Jane Reynolds
Director of Product Marketing, Archer
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Jane Reynolds
Archer Director of Product Marketing • March 23
First off, congrats! The positive impact that can have on revenue and growth is pretty remarkable. When standing up a new function, I always think broadly to start. For example, when considering “competitors”—think beyond your direct competitors so you can cover a more robust scope. A company in ......Read More
768 Views
Jane Reynolds
Archer Director of Product Marketing • March 23
The voice of the customer should be what drives your decisions as a PMM, and it reaches you through various channels. In some instances for OkCupid, that is completely data-driven. For example, when Roe vs Wade was overturned in 2021, we saw an 18% increase in users stating they are pro-choice on......Read More
589 Views
Jane Reynolds
Archer Director of Product Marketing • March 23
I started my career in editorial, and didn’t transition over to marketing until about six years ago. I can’t stress enough how important sharp communication and collaboration skills are when it comes to product marketing. So I’m incredibly grateful I first had the opportunity to focus on my writi......Read More
589 Views
Jane Reynolds
Archer Director of Product Marketing • March 23
It depends on the role. As Head of Product Marketing at OkCupid, I rely on data and analytics to drive product decisions. But ultimately, my priority is ensuring that our product lives up to our brand narrative and mission. Ultimately, a product marketer’s job is to ensure synergy between the pro......Read More
579 Views
Jane Reynolds
Archer Director of Product Marketing • March 23
Messaging is so important, not only when conveying new features, updates, and opportunities to your customers, but also when getting internal buy-in and gathering resources for a go-to-market plan. Start by putting together your message, focusing most importantly on the value, as well as the mus......Read More
567 Views
Jane Reynolds
Archer Director of Product Marketing • March 23
A collaborative attitude is a must. Product marketing is one of the most cross-functional roles in any company, so the ability to work well with colleagues in every vertical of the business is vital. Hand in hand with this is strong communication skills. Product marketers drive both internal and ......Read More
449 Views
Jane Reynolds
Archer Director of Product Marketing • March 23
It’s so important to understand the lift of the project you’re petitioning to add to the roadmap when approaching the team. If you’re not sure, speak with the stakeholders beforehand. When I first began my career in product marketing, many product features I thought would be a relatively low lift......Read More
440 Views
Jane Reynolds
Archer Director of Product Marketing • April 18
With Archer, our USP is that all user profiles are selfie-verified and we say that explicitly and directly in our marketing. We tried some cheekier messaging like "Dating that's about face" but ultimately that cleverness just led to confusion. Especially when launching a new product, it's importa......Read More
431 Views
Jane Reynolds
Archer Director of Product Marketing • March 23
I agree that soft skills are key, and highlighting them during “STAR” stories is a great way to work them into your interview. You can also share them when expressing your interest in the role and/or asking about the role. Most job descriptions include some mention of soft skills, so note that wh......Read More
424 Views
Jane Reynolds
Archer Director of Product Marketing • March 23
Reach out to the product marketing network! Sharebird is a great place to start :) And I find that LinkedIn is another helpful resource for connecting with other product marketers to get insights from their experiences as well. Not only can people share case studies from the work they’ve done, bu......Read More
419 Views
Credentials & Highlights
Director of Product Marketing at Archer
Top Product Marketing Mentor List
Knows About Establishing Product Marketing, Market Research, Messaging, Customer Marketing, Brand......more