Jenna Crane

Jenna Crane

Senior Director of Product Marketing, Klaviyo

AMA's

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Jenna Crane
Senior Director of Product Marketing
Jenna Crane
Senior Director of Product Marketing
I think the best product marketing candidates — and product marketers — have one thing in common: empathy. Empathy helps you understand where others are coming from, and that is the foundation of great messaging & positioning as well as great collaboration.  If you can put yourselves in your cus...more
Jenna Crane
Senior Director of Product Marketing
Prep and practice!  Prep your answers beforehand, have them on hand for reference if you need them.  Practice by getting in more reps. Talking about yourself and your experience gets easier every time, and you get more insight into the types of questions that come up (so you can improve your pr...more
Jenna Crane
Senior Director of Product Marketing
Getting on my soapbox here for a second (though I suppose I've been on it this whole time) — make sure your resume is concise and clear. It should be 2 pages MAX, ideally 1 page. I don't care if you've been in the industry for 30 years, you should be able to distill down your experience into 1 or...more
Jenna Crane
Senior Director of Product Marketing
As you can probably tell, I am a big fan of focusing on process, not just outcomes. I like to ask people to walk me through a project they led, and I ask them plenty of questions — things like 'why did you decide to position it that way?' or 'what was the most difficult part of the process, and h...more
Jenna Crane
Senior Director of Product Marketing
I'd recommend having on hand: * Your story. Be prepared to give a brief walkthrough of your background and experience. I always like to see when someone has a strong narrative about their career — why they made each move, the highlights of their experience and what they learned, and wh...more
Jenna Crane
Senior Director of Product Marketing
Make sure you talk about the process! That includes:  * What was the existing state when you started (i.e. messaging didn't exist, it did exist but it was falling flat / was outdated, etc.)?  * How did you go about developing the messaging (i.e. what inputs did you use)?  * How did you ...more
Jenna Crane
Senior Director of Product Marketing
Absolutely writing samples! I always ask for those. (As you can tell from my other answers, communication is something I care deeply about!)  Case studies, landing pages, pitch decks / other enablement assets, and messaging frameworks can also be great additions to a portfolio. Just make sure yo...more
Jenna Crane
Senior Director of Product Marketing
My favorite question is "What would be your positioning statement for yourself as a product marketer?"  I love that question because it shows me how comfortable they are with the basics of positioning, and it tells me a lot about the aspects of product marketing that they care most about. For ex...more
Jenna Crane
Senior Director of Product Marketing
1. They didn't prepare. It's really hard to justify moving a candidate forward if they don't know basic details about our company, their answers lack details and depth, and/or they don't have questions for the interviewer. 2. They are too long-winded or rambling, and/or their answers are mostly ...more
Credentials & Highlights
Senior Director of Product Marketing at Klaviyo
Formerly Drift, Dropbox, Upwork
Top Product Marketing Mentor List
Lives In Boston, MA