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Marissa Hastings

Group Product Marketing Manager,
Marissa Hastings
Group Product Marketing Manager, Codecademy
I currently lead product marketing at Codecademy, an e-learning platform specializing in coding skills based in New York City. At Codecademy, I oversee a team of product marketers across consumer and B2B divisions to launch new products, develop user and competitive insights, and build the brand.
Product MarketingFollow Marissa
How do you influence the product roadmap so that features and/or fixes stemming from VOC/customer feedback make it into the priority?
Group Product Marketing Manager at Codecademy
There are a few aspects to this. The first involves being proactive and enabling your team with insights ahead of time. The second involves bringing in other data/business rationale to round out your case as to why these user needs should be prioritized. Enabling your team ahead of time Think...more
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What did you wish you knew at the very beginning of your product marketing career as a Product Marketing Manager?
Group Product Marketing Manager at Codecademy
Two things I wish I knew: * The importance of building trust and establishing good relationships * My unique capabilities/value as a PMM and how to communicate that to my partners In the beginning of my career, I think I over-indexed on producing a good work product and tried to influence ...more
Product MarketingFollow Marissa
How do influence the product roadmap when you need extra validation i.e. balance opportunity with risk?
Group Product Marketing Manager at Codecademy
I would first make sure that any assumptions you've made when crafting your proposed idea are clearly documented so that everyone is aligned on the risks. When thinking about assumptions, ask yourself "what must be true in order for this idea to succeed?"  Then try and anticipate questions the...more
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How do you deal with product managers who don't think marketing provides value or isn't technical?
Group Product Marketing Manager at Codecademy
I would first try to understand where the product manager is coming from, i.e. what knowledge or perceptions are they starting with about Marketing? What context might they need? What pain points might they have experienced in the past with other marketers? Starting from a place of empathy can he...more
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What are mistakes product marketers make when trying to influence the roadmap that end up damaging their relationship with product managers?
Group Product Marketing Manager at Codecademy
The biggest mistakes to avoid when influencing the product roadmap: * Being too prescriptive with the idea/solution, rather than presenting the problem space and enlisting your product, design, and eng partners to help you arrive at the best solution * Pushing too far with an opinion (fa...more
Product MarketingProduct LaunchesFollow Marissa
When roadmaps and priorities are constantly changing, how do you take control and lead a product launch from a marketing perspective? Is that the role of product marketing or does that leadership come from product management -- or someone else?
Group Product Marketing Manager at Codecademy
I think PMM is the perfect function to initiate this because you sit at the intersection of both teams. What my team usually does is work with Product to inform the product roadmap, then once that is settled (or in parallel) we develop a product marketing roadmap for the quarter which includes al...more
Product MarketingFollow Marissa
What hard skills are must haves to be a PMM leader? What are nice to haves?
Group Product Marketing Manager at Codecademy
These are the skills I screen for in PMM interviews: 1. Cross-functional teamwork: especially experience working with product and bringing together teams from various parts of the org (marketing, creative, sales, etc.) 2. Go-to-market experience: demonstrates successful track record of...more
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What is your advice for creating and/or improving the product marketing process when joining a small but growing team? Particularly for a small company with no or little structure and an inexperienced management team?
Group Product Marketing Manager at Codecademy
I would focus on three areas: tooling, process documentation, and communication. * Tooling: one of the biggest game-changers can be getting out of spreadsheets and getting into a proper project management tool (e.g. my team loves Asana). This can help you plot out tasks and timing, assign...more