Maureen Sitterson

Senior Director, Product Marketing, Etsy

Content

How do you get internal teams to adopt new messaging?

Maureen Sitterson

Etsy Senior Director, Product Marketing • October 26

Leaning on research and data to project the impact of new messaging and show internal teams why it will matter to customers is most effective. This could come in many formats - showing the potential size of the business opportunity or showing how customers are currently responding to messaging ar......Read More

1046 Views

What are your favourite brands who have their product marketing right? On similar lines, who are the best PMM leaders in this space you admire?

Maureen Sitterson

Etsy Senior Director, Product Marketing • October 26

One of my favorite brands' marketing is Reformation. They lead their marketing with the sustainability of their products and they do it in such a bold way that it immediately grabs your attention. Their marketing is clear, provocative, and consistent - you always know without a doubt who and what......Read More

799 Views

How do you deal with big and conflicting opinions from key stakeholders on your messaging?

Maureen Sitterson

Etsy Senior Director, Product Marketing • October 26

This happens a lot as a Product Marketer! While it's great to take multiple stakeholders opinions into account, product marketers have a unique vantage point in their organization that enables them to see the broader company context in a way that not all teams have access to. To manage conflictin......Read More

778 Views

How important is to identify the impact of your messaging?

Maureen Sitterson

Etsy Senior Director, Product Marketing • October 26

Identifying the impact of your messaging is critical to determining whether your GTM strategy, and specifically your value props and messaging, were successful. That being said, it can be challenging to isolate the impact of messaging. In order to effectively isolate how a particular message perf......Read More

775 Views

How often do you re-iterate on messaging and why do you do it at this interval?

Maureen Sitterson

Etsy Senior Director, Product Marketing • October 26

I don't have a specific formula for re-iterating on messaging, because I firmly believe that it's important to critically evaluate messaging through multiple lenses with several stakeholders throughout the messaging development process. Landing a strong brief and aligning on it with all key stake......Read More

746 Views

What are ways to personalize messaging other than segmentation of customer groups?

Maureen Sitterson

Etsy Senior Director, Product Marketing • October 26

We've seen success with data - driven personalization. Beyond customer segmentation, for marketing to small business or business customers, helping to provide them with insights and data-driven recommendations for how to grow their business is one of the most engaging messages that we can deliver......Read More

471 Views

Credentials & Highlights

Senior Director, Product Marketing at Etsy