Valerie Angelkos
VP of Product Marketing, Howl
About
Experienced B2C and B2B Product Marketer & Strategist with 10+ years of experience across Consumer Apps (e.g. Google Ads, Google Meet, YouTube Shorts) who recently switched to Fintech.
Content
Valerie Angelkos
Howl VP of Product Marketing • May 24
Most of my career has been spent in Marketing and I used my MBA to transition industries (from CPG to Tech) and location (from Latin America/regional teams to the United States/global teams). While I had practical experience as a Marketer, what I learned through my MBA is the strategic and an......Read More
1703 Views
Valerie Angelkos
Howl VP of Product Marketing • May 24
I personally used my MBA to transition from CPG to Tech. However, I've seen many do so without an MBA and generally speaking, it is possible by focusing on transferable skills, for example: 1) Focus on user insights - relevant across both industries but might be executed in practice in different......Read More
792 Views
Valerie Angelkos
Howl VP of Product Marketing • May 24
Product Marketers should be user/customer-centric, insights-driven, and data-driven. Understanding what users/customers need with breadth (at scale, representative of your target audience) and depth (deep insights of your users in each of these segments), where the market is heading, and how your......Read More
732 Views
Valerie Angelkos
Howl VP of Product Marketing • May 24
Messaging for me is both an art and a science. I've seen very good narrative building frameworks and courses around that can you help you nail basic concepts (e.g how to structure a well written value prop) but it needs constant practice and iteration. As an immigrant whose first language is n......Read More
714 Views
Valerie Angelkos
Howl VP of Product Marketing • May 24
I started my career in Marketing (Brand Marketing, CPG) and always loved the intersection of consumer/customers, brand building, and business ownership. I went to business school to transition industries - from CPG into Tech - and locations - from Latin America to the US. MBA folks would know tha......Read More
653 Views
Valerie Angelkos
Howl VP of Product Marketing • May 24
Product Marketing Specialists, Associates or General Marketing Specialist roles are good roles to kick-off your career in Product Marketing. They all will require you to develop Product Marketing skillsets and eventually become proficient in them -- including areas like working with Product/Tech ......Read More
622 Views
Valerie Angelkos
Howl VP of Product Marketing • May 24
A couple of others that come to mind: 1. Excellent communication skills and the ability to adapt these to the right audience - whether that's for consumers at scale, customers, or internal stakeholders. 2. Cross-functional influence - PMMs sit in between customers/consumers, Sales, Marketing,......Read More
600 Views
Valerie Angelkos
Howl VP of Product Marketing • May 24
I'd weave these topics in as you answer the hard skill questions. Depending on your examples, theu could be easier to be included. Things to touch upon: 1. Leadership + Influencing without authority 2. Collaboration with XFN teams 3. Dealing with ambiguity (in particular in startup/smaller ......Read More
558 Views
Valerie Angelkos
Howl VP of Product Marketing • May 24
Understanding how Brand Marketing works is critical to succeed in Product Marketing as these two teams work closely together to bring any Marketing and Product work to life. Brand Marketing thinks about creating a long-term, strategic plan to continuously boost a brand's recognition and reputa......Read More
538 Views
Valerie Angelkos
Howl VP of Product Marketing • May 24
Retention is a hard topic and I personally think a healthy amount of rotation across different companies and roles is critical to develop a robust PMM skillset, so I have that in mind when I think about the team's I've managed and how to provide them with what they need to feel motivated and cont......Read More
369 Views
Credentials & Highlights
VP of Product Marketing at Howl
Formerly Google
Top Product Marketing Mentor List
Product Marketing AMA Contributor
Lives In Sunnyvale, CA
Knows About Product Marketing Soft and Hard Skills, Establishing Product Marketing, Self-Serve Pr......more