Ross Gordon

Senior Product Marketing Lead, Growth at Slack

I’m a product marketing leader who takes B2B products from 0 to 1 through market intelligence, positioning, and GTM execution. I’ve led launches and growth at LinkedIn, Sounder, Lattice, and Slack that drive adoption across enterprise and SMB audiences. I’m known for distilling product complexity into crisp GTM narratives that align product, sales, and marketing around customer priorities—storytelling that turns new products into real revenue. I love highly collaborative work environments that have a bias for action, working side by side with colleagues to turn strategy into results.

Content

What can I include in my marketing portfolio to standout from the crowd as a product marketing candidate.

Ross Gordon

Slack Senior Product Marketing Lead, Growth | Formerly LinkedIn, Sounder • 3y

Real deliverables in market are always great. When I was transitioning to a PMM, I would point my interviewers towards my company website. I led the project to overhaul it and wrote most of the copy. I then backed it up with success metrics around the launch.

All together, it made for a really crisp story—here’s the way I lead, collaborate, and deliver strong results.

1,288 Views

What's your best product marketing 30-60-90 day plan to make a big impact?

Ross Gordon

Slack Senior Product Marketing Lead, Growth | Formerly LinkedIn, Sounder • 3y

Happy to share my approach when I started at Lattice: I had as many 1:1s as possible, meeting the rest of the PMM team as well as folks in product, content marketing, brand, design, sale, support, solutions, support, and customer success. I probably had 30+ 1:1s in my first 30 days. Ask everyone what is going well and what is going not so well. After taking stock of what’s not going so well, come up with some solutions and present them to your manager. I went deep on relevant competitors. I did ...Read More

803 Views

How are you leveraging AI as a product marketer for your competitive intelligence program?

Ross Gordon

Slack Senior Product Marketing Lead, Growth | Formerly LinkedIn, Sounder • 8mo

One way I've used AI for competitive intelligence is to build social listening agents that scrape and analyze trends on Reddit, LinkedIn, and X to inform our marketing strategy. For example, I set up an agent in relay.app to scrape all of our competitors posts in a given week and then write an Axios-style memo to the broader marketing team with the insights. This ensures that we aren't missing any major announcements from our competition, we understand what types of content is resonating with ou ...Read More

244 Views

Please share an example of a failure when trying to shape a new narrative. What did you learn?

Ross Gordon

Slack Senior Product Marketing Lead, Growth | Formerly LinkedIn, Sounder • 8mo

A common failure when shaping a new narrative is ignoring where your company fits in the competitive landscape. Too many stories stop at “here’s your problem, here’s our solution.” That’s table stakes. Strong narratives acknowledge the full market conversation — what buyers already believe, what alternatives they’re evaluating, and why those fall short. The best PMMs turn competition into context. They simplify the landscape into two to four recognizable groups, naming where each wins and where ...Read More

229 Views