Rayleen Hsu

Senior Director Consumer Product Marketing & Strategy, TeamSnap

Content

What most inspires you about product marketing, versus other types?

Rayleen Hsu

TeamSnap Senior Director Consumer Product Marketing & Strategy • March 4

I love that product marketing sits at the intersection of Product and Marketing and that we're able to help inform the product roadmap in a meaningful way by bringing consumer insights to the table. Our ability to influence the product roadmap and to really understand the why behind product devel......Read More

1044 Views

What’s your biggest tip for embedding PMM into product teams?

Rayleen Hsu

TeamSnap Senior Director Consumer Product Marketing & Strategy • March 3

To embed PMM into product teams, PMM should strive to do the following: 1. Build strong relationships with product partners by ensuring they know your objectives are aligned and demonstrating value add from the get-go. If you are not top of mind for your product partners, you won't get ......Read More

986 Views

What do you look for in the backgrounds of aspiring consumer product marketers (who have never held the role before) as a signal that they will be a good hire?

Rayleen Hsu

TeamSnap Senior Director Consumer Product Marketing & Strategy • March 4

Whether you are an experienced or aspiring product marketer, these are the qualities I look for in product marketing hires: * Customer obsessed. Product marketing is the voice of the customer and a successful product marketer is one that is customer obsessed and keeps the consumer at the......Read More

706 Views

What are some skills a Consumer PMM needs to move up the ladder to a Director level role? What are the criteria of evaluation?

Rayleen Hsu

TeamSnap Senior Director Consumer Product Marketing & Strategy • March 3

Moving up the ladder from an IC or manager role into a director role is typically dependent on a few factors, some of which individual PMMs are very much in control of, some of which they are not unfortunately. At a high level, some of the requirements needed to progress include the following: ......Read More

664 Views

What tips or best practices do you have for convincing channel teams (or other teams) to fund your projects or initiatives, when Product Marketing commonly doesn't have their own budget to spend.

Rayleen Hsu

TeamSnap Senior Director Consumer Product Marketing & Strategy • March 4

I think the same best practices hold true no matter what kind of proposal you're putting out there that you need to secure buy-in for - come to the table with a clear, structured ask and always bring data to the table to support your ask. Specifically: * Clearly outline your objectives. Clearly......Read More

626 Views

How is your PMM team structured? Are some PMMs focused on B2B and others on B2C or the same product line or does one PMM work on both?

Rayleen Hsu

TeamSnap Senior Director Consumer Product Marketing & Strategy • March 4

I've been in PMM roles at mostly large companies and PMM has typically focused on either the consumer or the business side of things. However, for smaller companies with smaller teams, it's not uncommon for PMM to lean into both, depending on the needs of the organization. Regardless of how the t......Read More

582 Views

How does the product marketing team's placement in the org chart (under marketing, product, etc.) effect your ability to influence the roadmap?

Rayleen Hsu

TeamSnap Senior Director Consumer Product Marketing & Strategy • March 4

From my experience, it's less about product marketing's placement in the org chart and more about product marketing's relationship with product and cross functional teams. I've been in orgs where PMM reports into product as well as others where PMM reports into marketing and have found that our a......Read More