Rachel Weber Callaway

When showcasing your experience, consider the elements of your past roles most relevant to the product marketing job you're applying for. Is it a particular audience or segment you have a lot of experience with? Does it require a strong background in story-telling? Is it a product area that solves a problem you've tackled in another capacity? My team is comprised mostly of people who had not done product marketing before their role at Reddit but who all had deep experience working with communiti ...Read More

Diversity is incredibly important in tech. If we want to build products that have value and appeal to a wide audience, then all audiences have to see a home for themselves via that product or platform. The best way to build inclusive products is to have inclusive teams. When I'm hiring, I make an effort to focus not only on the diversity of the candidates and the interview panel but also on the candidates' professional backgrounds. It's important to remember that not everyone has the same opport ...Read More

Here are a few tips for new grads looking to get into product marketing: Keep an eye out for when you encounter product marketing in your life. I promise you're seeing it all the time. Don't just dismiss that tooltip the next time it pops up! Ask yourself why you're seeing it, what it says, if it's getting you to take the action it's supposed to, etc. Similarly, try to reverse-engineer campaigns you see out in the wild. After seeing an ad or other marketing material, ask yourself: who were they ...Read More

The short answer here is (unsatisfyingly): it depends. I believe that a successful community-driven product launch is likely not marked by a traditional "pop" in metrics. If you really want a product to succeed long-term and drive growth in your community, it needs to develop over time so that it becomes a part of the community's fabric. I've seen products launch with a ton of fanfare, lots of marketing, and even a strong uptick in community engagement—only to fall off quickly because there was ...Read More

I love this question. In no small part because I've had to do this a lot. Here are some of my top tips: Don't run away from crises or say when you're wrong. It's PR 101, but addressing the problem head-on and honestly is always going to be better than trying to sugarcoat it and pretend it's something it's not Listen to your community, and don't gaslight Wherever you can, adjust course based on community feedback and reference that feedback in your new messaging If you feel confident in your path ...Read More

Community Product Marketing puts the community at the center of everything we do (duh). The main difference is that you have to think about your audience both as individuals and as a collective community. What motivates an individual can be (and often is) very different than what motivates the entire community. An example from Reddit was when we launched a new product, "Images in Comments." This product gave individual commenters the ability to upload images in addition to text in their comment ...Read More