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MELANIE KARUNARATNE

VP Marketing - Product Marketing
MELANIE KARUNARATNE
VP Marketing - Product Marketing
Product MarketingFollow MELANIE
Do you generally recommend that candidates go 'above and beyond' in preparing for interviews by, for example, putting together 30-60-90 day plans or a report on the company/product and strengths/weaknesses/opportunities to give the interviewer a glimpse into how they think? In which situations do you recommend this approach or not?
VP Marketing - Product Marketing at IVANTI (former employer)
These days, most Product Marketing interviews will have a task element outlined in the first or second interview. These may include a 30-60-90 day plan, a SWOT, a presentation, a launch plan, or other typical PMM tasks.  At some point in the process, whether on application submission or in you...more
Product MarketingFollow MELANIE
What are the fundamental differences between a PMM and a senior PMM? What are some clear indicators that someone is ready to take on a senior PMM role and the responsibilities that come with it? And, when in the senior PMM role, what are the key stages that distinguish the different levels of senior PMMs?
VP Marketing - Product Marketing at IVANTI (former employer)
* As with many roles, a PMM already demonstrating they are working above their level is potentially ready to move up. Here are some further thoughts to determine whether someone is suitable to take on a senior role. Safe pair of hands - consistently delivers on goals and achieves si...more
Product MarketingFollow MELANIE
Which other teams do product marketers work closest with at your company?
VP Marketing - Product Marketing at IVANTI (former employer)
The Product Marketing team works shoulder to shoulder with their Product Management counterparts. They also have a close working relationship with the sales enablement team and corporate marketing team (Analyst relations, growth marketing, PR, social, etc) Many of them also nurture Sales and SE ...more
Product MarketingFollow MELANIE
What does the interview process look like for product marketing roles?
VP Marketing - Product Marketing at IVANTI (former employer)
Candidate screening by the People success department. Written Q&A with samples request. First interview including specific questions to determine Product Marketing aptitude, personality fit and potential. Second interview is generally a panel interview. The candidate is set a task in advance t...more
Product MarketingFollow MELANIE
What do you see as the most challenging aspect of being a product marketer at your company?
VP Marketing - Product Marketing at IVANTI (former employer)
Product Marketers sit at the intersection of Product Management, Sales and Marketing. They have to wear multiple hats and feed multiple requests daily. But, that is also what attracts a lot of PMMs to the role. In addition, typically, the ratio of PMMs to PMs is unbalanced, and that can be a chal...more
People ManagementProduct MarketingMessagingFollow MELANIE
What is the best way you've found to coach a new product marketer on creating messaging?
VP Marketing - Product Marketing at IVANTI (former employer)
* Provide the frameworks, processes, and introductions to the right people.  * Be very clear to explain or confirm their understanding of various elements; feature, use case, business outcome, etc. * Ensure they have a clear understanding of the target audience. * Before they go near a mes...more