Marisa Currie-Rose
Director of Product Marketing, Shopify
Content
Marisa Currie-Rose
Shopify Director of Product Marketing • January 26
Growth Product Marketing focuses on driving feature adoption, activation and retention while Product Marketing is focused on the initial product launch and go-to-market moment. The primary goal of Growth Product Marketing is to help customers achieve the "realized value" of the product and mai......Read More
10090 Views
Marisa Currie-Rose
Shopify Director of Product Marketing • October 12
I think about Go-To-Market plans being comprised of the following work: * Understanding the product and its value proposition * Gather feedback from current and potential customers * Understanding the competitive landscape * Identifying the total addressable market (TAM) * Setting objec......Read More
3014 Views
Marisa Currie-Rose
Shopify Director of Product Marketing • January 26
Some of the things I think about for boosting product adoption include: 1. In-product notifications and promotions, starting first with onboarding and milestone-related campaigns 2. Product and feature Cross-Sell and Upsell 3. Co-marketing and partnership opportunities 4. Email drip camp......Read More
2019 Views
Marisa Currie-Rose
Shopify Director of Product Marketing • January 26
When working on a product, the goal is that we are focusing on a problem that our merchants want us to solve. If we are doing that, there is already a natural interest in the product, which leads to acquisition. The audience that is organically interested in our product is likely to be the most h......Read More
1801 Views
Marisa Currie-Rose
Shopify Director of Product Marketing • January 26
Both Product Marketing and Growth Product Marketing should focus on quantitative impact. Both roles should focus on and track revenue, customer acquisition, and retention, including both lapsed customers (those who are still technically using the platform or service but haven't engaged in a ce......Read More
1736 Views
Marisa Currie-Rose
Shopify Director of Product Marketing • January 26
Product Marketing teams need Growth Product Marketing Managers. This close relationship is especially important when the initial product launch and go-to-market moment is done and the focus shifts to growing usage of and engagement with the product. Product Marketing Managers often refocus on ......Read More
1524 Views
Marisa Currie-Rose
Shopify Director of Product Marketing • October 12
Before we start working on a Go-To-Market strategy, we work with cross-functional teams to align on the value props and priority level of the launch. For example, a P0 launch gets a different strategy than a P2 launch. To communicate this clearly and concisely, you can do the following: * Creat......Read More
1240 Views
Marisa Currie-Rose
Shopify Director of Product Marketing • October 12
In order to identify ideal customer profiles as part of your GTM strategy you should do the following in the early stages of the GTM planning: 1. Conduct market research. You can do this through surveys, interviews, focus groups, and other methods. 2. Dig into your existing customer bas......Read More
1180 Views
Marisa Currie-Rose
Shopify Director of Product Marketing • October 12
Core documents will vary at each company, but I think there are some common ones to consider: * Market research/Competitive analysis: Helps you understand your total addressable market, competition, and whether your product fits the market. * Positioning document: Define your total addres......Read More
999 Views
Marisa Currie-Rose
Shopify Director of Product Marketing • October 12
The most important thing you can do before you prepare your Go-To-Market materials is to rate your launch as a P0, P1, or P2. Not all launches are created equal, and the materials will contain different information depending on the priority level. * A P0 launch is a new product launch that is c......Read More
857 Views
Credentials & Highlights
Director of Product Marketing at Shopify
Top Product Marketing Mentor List
Product Marketing AMA Contributor
Knows About SMB Product Marketing, Growth Product Marketing, Go-To-Market Strategy