Framing One Value Proposition at a Time

I focus, define, and drive the go-to-market strategy for our Advanced Cluster Security solutions. I handle all aspects of product marketing for my solutions including the GTM efforts, messaging and positioning, competitive differentiation, content creation, field enablement, and analyst relations. I work closely with product managers, engineering, sales, and the entire marketing function to align and communicate Red Hat’s vision with the market, users, prospects, and customers.

➢ Work cross-functionally and collaboratively to help craft compelling go-to-market messaging to best position our offerings while building on product messaging that sets us apart from others in the market
➢ Identify, address, or create opportunities through programs, increasing the adoption of applications in production
➢ Connect the right teams to collaborate across the organization and expand Red Hat’s visibility as a technology leader, making it easier to market and sell our portfolio
➢ Apply multiple offerings and services to customer-focused stories and use cases that amplify Red Hat’s security value, showcasing applications in production
➢ Create and coordinate cross-organizational teams, proactively ensuring that teams are synchronized concerning messaging and positioning that address customer challenges, highlight key benefits, and demonstrate competitive advantages 

➢ Conduct market research, both quantitative and qualitative, to identify and validate customer use cases and customer language around our key go-to-market themes
➢ Implement best practices to ensure consistent delivery across themes and channels
➢ Work with subject matter experts to define requirements and plan the creation of effective marketing assets
and content, including presentations, solutions briefs, web content, and sales kits
➢ Define specific market sub-segments (personas, solutions, opportunities, etc.) within the market, ensuring that the content and our marketing plan support correct target business opportunities

➢ Coordinate with various marketing teams including field, corporate, services, product, and partner marketing teams to ensure successful and targeted realization of various marketing activities, including events, webinars, SEM and SEO, web content, etc.
➢ Guide enablement and training activities for sales, pre-sales, professional services, and partners
➢ Collaborate with analyst and press relations to amplify and magnify our marketing efforts through coordinated analyst relations and thought leadership

I was responsible for driving the product marketing strategy and value proposition for our Cybersecurity, Threat Intelligence solutions. I focus on product and market positioning, messaging, vertical strategy, and persona targeting by conducting customer and market research, ensuring sales readiness and enablement, leading product launches, and collaborating with subject matter experts across the company and security industry.

➢ Define and research target markets including segments, buyers (and the buyer journey), and competitors; develop positioning, messaging, and go-to-market plans
➢ Synthesize customer knowledge to identify enhancements that differentiate our products
➢ Be a domain expert on our target markets and how our products fit into them
➢ Educate internal and external stakeholders on product features and benefits
➢ Create content (e.g., sales documentation, product videos, web copy, blog posts, etc.) to position our products to the world and articulate their benefits
➢ Define programs for launching new products and driving sustained market engagement around existing products

I was responsible for driving the marketing strategy for our Digital Manager 360, IT Risk Management, Third-party Risk Management, and Cybersecurity Risk Management product line, including positioning, packaging, messaging, and targeting by conducting customer and market research, ensuring sales readiness and enablement, leading product launches and collaborating with subject matter experts across the company. My role contributes to strategy and execution across the Americas, Europe, the Middle East, Africa, and Asia- Pacific.
 

➢ Define and research target markets including segments, buyers (and the buyer journey), and competitors; develop positioning, messaging, and go-to-market plans
➢ Synthesize customer knowledge to identify enhancements that differentiate our products
➢ Be a domain expert on our target markets and how our products fit into them
➢ Educate internal and external stakeholders on product features and benefits
➢ Create content (e.g., sales documentation, product videos, web copy, blog posts, etc.) to position our products to the world and articulate their benefits
➢ Define programs for launching new products and driving sustained market engagement around existing products

➢ Work with the software development teams to understand the many software solutions and concepts that are to be marketed, creating content around them, and delivering marketing campaigns to generate awareness/leads about our offerings
➢ Develop a marketing plan with management and product team input.
➢ Create product message maps with the target audience, key differentiators, benefits and features, updating regularly based on competition and product enhancements.
➢ Work with Global and US agencies to develop all marketing materials, including advertisements, web, demos, emails, and brochures.
➢ Write content for newsletters, blogs, social media, product highlights, customer community, and spotlights.
➢ Analyze and report metrics of each marketing campaign per channel.
➢ Provide regular updates of events, products, and releases as well as customer success stories
➢ Assist with beta groups, meet-ups, focus groups, and event promotion activities
 

➢ As a Certified Scrum Product Owner & Scrum Master, manage the Product Operations surrounding Job Posting product suite within the support and customer care side of the business
➢ Product Marketing & Product Strategy for Niche suite of products
➢ Product expert representing Niche Sites for Client Support, Customer Service and Atlanta Sales Teams
➢ Managed the operational relationship between the technical mapping team in relation to the Niche Sites
➢ Primary point of contact for site updates/changes or improvements and new product launches
➢ Support the sales strategy for the niche product lines by providing product performance data, marketing and support
➢ As the product SME, assist Sales Reps in creating and converting product trials