Positioning, messaging, and go-to-market strategy for B2B segments, industries, and enterprise SaaS. Plus the operational AI work that's changing how marketing teams function.
Product marketing, done right, is the discipline of translation. You're taking something complex — a platform, a product, a capability — and turning it into something a person can actually feel. Not just understand. Feel.
I've spent most of my career doing that in enterprise SaaS, spanning various segments from SMB to major industries like retail, manufacturing, and healthcare. The challenge in these spaces is particular: the buyers are often not the users, the users are often not empowered, and the technology is usually more capable than the organization is ready for. That gap is where good marketing either earns trust or loses it.
The gap between what technology promises and what people can actually absorb — that's where the real marketing work happens.
Areas of focus
Positioning & Messaging
Most B2B positioning fails because it describes the product instead of the problem. I work backward from what a person in a specific role actually needs to feel in order to take action — and build the message architecture from there. I've done this across multiple product lines at ServiceNow and Microsoft, in markets where the category itself was still being defined.
Segment & Industry GTM
B2B and industry GTM spaces are highly complex. Whether it's targeting SMBs, specific verticals like retail and healthcare, or addressing HR and IT buyers for employee workflows, the challenge is similar: the economic buyer and the everyday user are different. Closing that gap requires storytelling that speaks to business outcomes and human ones at the same time. That's most of what I do at ServiceNow.
AI in Marketing Operations
I build the systems, not just the strategy. Automation pipelines in n8n, knowledge bases in Flowise, local LLM deployments, custom AI personas for team use, end-to-end content workflows. The goal is operational leverage — not AI as a feature to talk about, but AI as infrastructure that changes what a small team can actually produce.
Coaching & Team Enablement
I work with marketers on PMM craft, career inflection points, and using AI to build real leverage in their work. I also speak to and train marketing teams on emotional intelligence as a strategic skill — not the soft version of that conversation, but the one where it actually connects to outcomes.
What I'm thinking about right now: what happens when marketing teams actually internalize AI — not as a productivity tool, but as a structural change to how content, strategy, and positioning work get done. The systems I'm building internally are starting to answer some of those questions. Some of the answers are uncomfortable.