Marisa Currie-Rose

Director of Product Marketing, Shopify

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Shopify Director of Product Marketing, Marisa Currie-Rose on Go-To-Market Strategy

June 29 @ 10:00AM PST

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What is Growth Product Marketing and how is it different? What are ways a PMM can demonstrate expertise in Growth PMM?

Marisa Currie-Rose

Shopify Director of Product Marketing • January 27

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

1564 Views

How much of your growth marketing tactics based around acquisition, and how much are they based around retention?

Marisa Currie-Rose

Shopify Director of Product Marketing • January 27

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

933 Views

Can you share some growth hacking tactics that work for boosting product adoption?

Marisa Currie-Rose

Shopify Director of Product Marketing • January 27

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

908 Views

Growth is very quantitatively focused and product marketing is qualitatively focused. How do you create a shared KPI between both functions?

Marisa Currie-Rose

Shopify Director of Product Marketing • January 27

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

885 Views

Should a product marketing team have a growth product marketer? If so, when, and what should we think about their focus and scope of work?

Marisa Currie-Rose

Shopify Director of Product Marketing • January 27

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

869 Views

Credentials & Highlights

Director of Product Marketing at Shopify

Product Marketing AMA Contributor

Go-To-Market Strategy

Growth Product Marketing

Knows About Go-To-Market Strategy, SMB Product Marketing, Growth Product Marketing