Product Marketing
With 50+ new product launches under my belt and dozens of existing product rebrands, I’ve got over a decade of experience in marketing a range of high tech products. From initial research and persona building, to positioning and messaging, to full funnel campaign building, I know what it takes to successfully market products to B2B audiences.
Product Positioning
Product Messaging
Customer Research
Brand Development
work
METHOD
METHOD is the flagship professional 3D printer for MakerBot. Launched in 2018, the series now encompasses three versions. I spearheaded product marketing efforts for all three.
Early on in the “Sombrero” project I worked closely with the product team to conduct a series of beta tests with engineers and designers at some of our top customers in New York City. We distributed printers, ran ongoing surveys, and took feedback into account that would help guide our narrative.
During the METHOD project, I created a repeatable template for product positioning and messaging that includes customer personas, messaging tree, campaign planning, and more. We were able to use this template to launch the following two printers in the series – METHOD X and METHOD X Carbon Fiber Edition.
As a product marketer I was not only responsible for creating the messaging, but also leading the overall launch within the marketing team and cross functionally. We utilized a centralized project tracker and established weekly standups, with daily standups added during crunch time. Close coordination with product, engineering, and manufacturing teams was essential as dates shifted and features evolved.
Such a highly anticipated launch called for a comparable launch event. We opted for a large build-out within our HQ. I designed the build out and worked with contractors to have the design museum-like experience ready for embargoed walkthroughs by media members and resellers.
XiP
Nexa3D’s XiP is an ultrafast desktop 3D printer designed for professionals who need high speed and high throughput without compromising print quality and part performance. While at Nexa3D, I worked on a number of campaigns to rapidly grow adoption in a previously untapped market segment for the company. I created updated personas and messaging and immediately turned these into a 5-part email nurture campaign alongside numerous paid campaigns.
CloudPrint
CloudPrint is a cloud-based 3D printing software for MakerBot 3D printers. As part of the professional platform’s growth that came with METHOD, we launched a full-service platform that better aligned with the new professional audience. I spearheaded the marketing launch which included naming the platform, positioning, and messaging. I also produced a live, online keynote event featuring ten different team members including our CEO and VP of Product.
