ProductColab

Building an AI-augmented innovation ecosystem that helps founders, entrepreneurs, and small business owners navigate zero-to-one growth challenges through integrated consulting, educational content, and community knowledge sharing.

Focus areas: Authentic marketing strategy, AI-augmented content systems, brand development, technical marketing implementation, startup growth consulting

Co-Founder | Operating Partner | AI Acceleration, Systems & Marketing Infrastructure

ReadySetABA

Collaborates on strategic company direction, marketing initiatives, and go to market strategy for newly released services. Designed and developed our website from the ground up, incorporating no-code tools to manage processes and workflows. Contributes to content creation & video production.

Co-Founder | COO | Operations, Growth, Marketing

Wallaroo.AI

Fractional Head of Marketing

Product Marketing Alliance

Member of the PMA community, with 100s of hours' worth of product marketing presentations, tons of templates, exclusive content, mentors, and more, PMA's membership is a key for leveling up.

Pro+ Member

LeadIQ

Fractional Head of Product Marketing

Citeworthy Inc.

CastorDoc

- Founding Product Marketing: Defined and built the foundation of strategic product marketing at CastorDoc.

- Established foundational GTM framework**: Instituted a process with the Product team to ensure PMM is included in product discovery and spec processes, facilitating better product-market fit and go-to-market strategy.

- Founding Positioning & Messaging**: Created a foundational narrative around product offerings, highlighting the unique value proposition and differentiators to communicate with our target audience.

- Segmentation: Conducted win/loss analysis across all customers and deals to build comprehensive profiles of leading segments.

- Built Essential PMM Dashboards: Established the first product marketing metrics dashboard, providing visibility into key performance indicators like MQLs, SQLs, win rates, churn rates, and ROI.

- Sales Enablement and Documentation: Revamped the sales enablement assets and improved the process around product release notes, internal assets, and documentation to improve user experience, increase product adoption and win rates.

-Rebrand: Applied foundational positioning to website messaging and all rebrand assets, including development of brand identity.  

- Paired strategic thinking and creativity with a data-driven approach to deliver measurable outcomes for the business and foster a deeper understanding of our customers.

Founding Product Marketing Lead

Mode

Plan and manage GTM product launches across all tiers. Works directly with product teams to influence roadmap priorities and manage GTM releases.

Proposes and scopes core product marketing efforts, including market segment research and validation, messaging go-to-market strategy, and storytelling. Competitive research informing positioning and product strategy.

Cultivated key strategic partnerships with leaders across product and go-to-market teams to demonstrate the value of product marketing. 

Researched to build out customer personas, segmentation, and develop content tailored to customers throughout their lifecycle, to increase feature usage and grow customer organizations.

Product Marketing Manager

Knack.com

Highly collaborative, cross-functional role working with a no-code/low-code SaaS product as 3rd hire with acquisition. Coordinated with Leadership, Product, Success, Sales, Growth, and Data teams on a daily basis to drive customer education and product adoption. 

Focuses on using team and customer feedback alongside data driven insights to educate customers throughout the customer lifecycle on how Knack’s value can solve their pain points. This includes building and iterating on customer onboarding, reviewing new features and product updates for educational opportunities and copywriting needs, and creating content to support teams within Knack. 
Coordinated release milestones and messaging for all feature releases and product updates. Planned and created all customer messaging for product updates, through email, in-app messaging, social media promotional messaging, and video content. 

Leads educational initiatives such as managing the knowledge base, developer documentation and video library. Worked on strategic educational direction, defining organizational approaches and style guides defining audience profiles. Coordinated migrations and updates for the knowledge base and developer documentation to align with product overhauls. Participated in KnackCon user conferences in London and Chicago, joining teammates in running the conference and leading sessions for 50-100 person audiences.

Helps manage initiatives to build data driven insights in the company processes. Contributed to defining our foundational approach to data and baseline customer lifecycle reporting. Worked with initiates from building strategic approaches for data to building SQL reports. 

Coordinates and leads initiatives on the Growth team to drive strategy and create content collaborating directly with the Head of Marketing & Leadership. Creates content such as blogs, marketing copy, social media and videos. Reviews, edits and publishes content and manages content provided by content writers.

Product Marketing Lead 

Participated in shaping the company and building the Customer Success team as the 3rd company hire. Supported a wide audience of customers with varying business sizes and skill sets on a robust technical SaaS product through email, chat, and scheduled phone calls. Regularly adapted messaging to target the customer’s business size (ranging from solo entrepreneurs to enterprise customers) and the customer’s skill set (ranging from little-to-no technical knowledge to customers with extensive technical knowledge as developers). Focused on finding the teaching opportunity in each customer interaction and propagating customer insights throughout the company to relevant teams. Contributed to building out the Customer Success team by screening applications, running and joining interviews, onboarding and mentoring new hires. Managed weekly Customer Success meetings and led feedback sessions with teammates. 

Collaborated with other teams and projects outside of direct Customer Success, such as documentation, growth, and product. Assisted in building and maintaining the company’s original knowledge base and developer documentation. Managed knowledge base migrations for product updates and new features. Managed product translations for multiple languages and website updates with code commits to Client and Server. Managed emergency support requests triaging issues with engineers and communicating progress and next steps with the customer. Triaged product downtime on social media. Joined the Culture Committee by teammate nomination to help craft the first official set of Knack values.

3rd Hire: Customer Success | Marketing, Content & Documentation

Uber / ZeroChaos

Community Support Representative

Fractional Head of Product Marketing | Product Marketing Strategy

I've spent 10+ years working in technical B2B SaaS companies—from employee #3 stage through Series C. I've been lucky enough to work at companies that got acquired (Knack, Mode Analytics), which taught me a lot about what actually matters when you're building for the long haul.

What I do:
I build product marketing from scratch at technical companies where "product" actually means something in product marketing. My sweet spot is complex products—AI/ML infrastructure, data analytics, developer tools, workflow automation—where you need someone who can talk to engineers and then translate that into messaging that makes sense to buyers.

I've led marketing at places like Wallaroo AI (MLOps infrastructure) and LeadIQ (sales tech). I've also done foundational PMM work at early-stage startups still figuring out their positioning and GTM strategy. Turns out I'm drawn to the messy early stages—building frameworks, setting up processes, helping teams figure out what resonates.

What I've learned:
I care a lot about cross-functional collaboration between product, engineering, and go-to-market. Too many Product Marketers forget about the "Product" in their title. I actually like working with technical teams to shape what we're building, not just marketing what gets shipped.

I'm comfortable building with constraints. I've rebuilt marketing with little-to-no budget, launched products without big teams, and figured out how to move fast with what we have. Turns out constraints make you creative.

I've gotten pretty good at translating technical complexity. Whether it's ML model deployment, data governance, or gnarly integrations, I can take technical capabilities and turn them into narratives that resonate.

I have strategic and tactical range. I've led teams and worked solo. I've built integrated campaigns and shaped company-wide positioning. I can do the high-level strategy work and also just get stuff done.

Right now:
I'm running ProductColab, helping early-stage technical companies build their marketing foundations—positioning, GTM strategy, messaging, and the cross-functional bits that connect marketing with product.

Always happy to connect about opportunities at technical B2B companies building interesting products where product-market fit actually matters.

Dani Kellogg

Todd Perumal

Tapcheck

As an award-winning fintech company, Tapcheck empowers employers and workers with the employee benefits of earned wage access a.k.a “on-demand pay” and financial education. The result? Reduced employee financial stress, increased employee productivity, lower HR expenses, and higher profits.

Working on Growth initiatives across the product, but focused on the consumer experience

Principal Product Manager, Growth

Various Startups

Angel Investor

I advise various startups on strategy, growth, and optimization. My focus is on product and data.

Advisor

Ancestry

Focused on optimizing conversion funnel 
1. Set overall company strategy 
2. Create team-based roadmaps 
3. Execute rapid testing and iteration

Focused on building out team 
1.  Define Freemium product and experience
2. Craft initial company strategy and official roadmap 
3. Scale A/B experimentation to learn and ship fast

Principal Product Manager, Freemium

Owned and managed the report creation experience and built new code-free pathways. 

Led and shipped the company’s biggest initiative of 2022 expanding the product beyond analysts to business users.

Senior Product Manager II, Growth

Trained teams to be Agile 
Helped Product org mature 
Created focus and roadmap for engineering teams

Senior Product Manager, Growth

SEPHORA

Worked cross-functionally at multiple matrix levels to launch S@K - Sephora's major partnership with Kohl's. 
 
As a Senior PM, I interface directly with all levels of the Sephora organization, with a focus on Data, Reporting & Analytics, and fueling Personalization.  I lead the strategy, roadmap and delivery of best in-class Data and Analytics solutions.  Success for me is enabling the next generation of personalization, customer retention and acquisition, and advanced analytics and ML strategies, as well as advocating for the importance of data and a data-driven culture.
 
This is how I achieve the above: 

1.  Championing a product vision, strategy, and approach cross functionally for a data foundation that enables digital marketing, advanced analytics, and data science.
2.  Overseeing the development of data and analytics solutions and advocating for concepts with internal business leaders.
3.  Creating crisp business requirements and user stories to build products and features.
4.  Gaining input from a variety of internal and external stakeholders to define product features and capabilities; responding to needs throughout the development process.
5.  Managing prioritization and trade-offs among various domains and product teams to enable a balanced delivery portfolio across programs and projects.
6.  Developing strong partnerships with multiple business teams and leaders, gaining an understanding of key goals and impacts.  Teams include CRM & Analytics, Digital Marketing, Omni, Loyalty, and Store Digital.
7.  Tracking metrics to measure success of program features, analyzing results, and partnering across the organization to develop action plans and enhancement recommendations.

Senior Product Manager, Data & Analytics

Dictionary.com

Rebuilt all of Dictionary's mobile apps. 
Introduced first in-house designed and produced game in company's history. 
Took Lexico.com from 0 to 1.  Began with no daily actives and took product to 500k daily actives in 9 months. 

Dictionary.com is an education publisher focused on creating delightful experiences to celebrate and enjoy learning the English language. Our brands have a heritage of expertise and a team of passionate experts to focus our efforts. We are the leading digital source for everything related to words and their meanings, with 70 million monthly users and 100 million app installs.

At Dictionary.com, I both owned and managed all mobile apps as well as Lexico.com.
I did this through the following: 

1.  Creating product requirement documents and running an agile development process that includes sprint planning, standups, and retrospectives
2.  Supporting and defining business initiatives in collaboration with the leadership team
3.  Analyzing customer usage data and running user testing studies to validate ideas and concepts before investing in production
4.  Owning quality of feature development in collaboration with engineering teams
5.  Establishing goals and reviewing metrics to identify opportunities and deliver success
6.  Becoming a subject matter expert for online reference and publishing as it pertains to the businesses of Dictionary.com
7.  Having a thorough understanding of SEO and ad based monetization to support product profitability
8.  Managing 3rd party relationships that support the operation of the Dictionary.com businesses
9.  Knowing why we are winning and losing in the market, and driving changes to our product and processes to create improvement.
10.  Keeping a finger on the pulse of our competition, and develop strategies and tactics to reduce the threat

Product Manager, Growth

HOTALING & CO.

Hotaling & Co. creates, builds, and curates artisanal brands of unmatched character and quality in the United States. Established in 1993, Hotaling & Co. is credited with bringing back copper pot distilling and kicking off the craft gin movement with the creation of Junipero Gin and Old Potrero Rye Whiskey.  In 2010, Hotaling & Co. expanded beyond production in San Francisco to incorporate importing a collection of super-premium artisanal spirits from around the world. Today, Hotaling & Co. is San Francisco’s leading importer and distiller of super-premium artisanal spirits.

Head of Analytics - Consumer Insights & Marketing

Instacart

Product Analytics Manager

FARMIGO

Data Scientist, Growth

SFMade

Senior Product Analyst, Growth

I’m a product leader at the intersection of growth, infrastructure, and insight — with a foundation in data science and a bias for execution. Over the past decade, I’ve launched onboarding funnels used by millions, experimentation platforms running 200+ tests a quarter, and internal AI copilots that have redefined how teams ship strategy, docs, and code.

I work across layers: from user flows to system architecture, from dashboards to GTM strategy. I’ve built products in fintech, SaaS, and edtech — and my core strength is building 0→1 systems that scale, tell the truth, and drive monetization.

Right now, I lead product growth at Tapcheck, an earned wage access platform. I’ve rebuilt our onboarding stack, spun out shared infra services, and launched internal automation tools that are reshaping how we build. Before that, I scaled new monetization models at Ancestry, launched code-free analytics UX at Mode, and turned Dictionary.com's mobile apps into a gaming powerhouse in under a year.

My edge is pattern recognition and systems clarity — I make sense of noise, align teams fast, and build for long-term impact. I bring both the technical range and human fluency needed to lead in AI-native environments.

Looking ahead, I’m exploring Director or Head of Product/Growth roles where I can help a bold company scale smartly — ideally at the early- to mid-stage, with a mission that matters.

Growth Team 
- Building out Freemium product and experience
- Crafting company strategy and official roadmap 
- Scaling A/B experimentation to learn and ship fast

taplio

The Battle

Dani Kellogg

Todd Perumal

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