Spendesk

Empowering an internationally-distributed, 9-person team across product marketing, pricing & packaging, web marketing, enablement and upsell & expansion.

Global Head of Product & Growth Marketing

Head of Growth Product Marketing

• Empowering an all-star multi-disciplinary team including experts from product marketing, growth engineering, design and web to drive growth, establish self-serve customer onboarding, activation and adoption, and run experimentation.
• In a close collaboration with product and revenue leaders, building out the growth function at Spendesk.
• Building & launching new products and establishing acquisition strategies and tactics.
• Building out experimentation ecosystem, structure and processes to drive conversion.
• Established and leading the cross-functional adoption squad which achieved , e.g., 22% increase in usage of Spendesk invoices.

Team Lead  | Growth Product Marketing

Built out a team, strategy and processes for a net new market area, spanning user acquisition, onboarding, retention and expansion, and customer communications.

Product Marketing Lead, Growth

Product Marketing Alliance

Growing product marketing talent and community.

Ambassador & Mentor

Axway

I led the go-to market-strategy for Axway's key solution, API Management, and its execution across the extended marketing team, third party agencies and was responsible for 65% of the total product marketing budget. Key successes included:
- Architect behind the highest ROI sales and marketing campaign of 2021, adopted by 350+ presales, sales and CS , creating 30% more leads than other campaigns
- Axway's API Management named as a Leader in the Gartner Magic Quadrant
- Guest on the Tech Talks Daily podcast that has 50,000 monthly listeners
- A thought leadership series based on a  global market survey of 800 senior decision-makers in collaboration with a third party agency
- Website redesign leading to an increase of traffic

Marketing Lead, API Management

As the global product marketing lead for API Management, I ranked among the top 5% of performers across the entire 2,000 FTE company in my first year. Key outcomes included:
- Developed marketing strategy for an entirely new product category;
- Developed top ranking marketing content - in top 5 of the most popular assets with 50% conversion rates
- Established new market and consumer research processes
- Marketing lead for the workstream leading to a double leadership in the Gartner Magic Quadrant and Forrester Wave for API Management

Senior Product Marketing Manager, Lead for API Management

Oracle

I led commercialization of new products, from market evaluation and development of product roadmap and strategy to go-to-market planning, pricing and execution. Key successes included:
- Launched and drove adoption of "first-to-market" Opower Distributed Energy Engagement Service 
- Developed pricing for Behavioral Load Shaping solution
- Nominated and selected for Oracle’s Women’s Leadership Conference aimed at top performers and future Oracle leaders
- New partner strategy
- New market strategy for Japan, leading to the launch of several solutions in the market

Manager, Solution Management

I had three key missions in this role:
- As the global product marketing lead for Oracle Utilities Field Service Cloud, I developed product positioning, informed product development strategy, conducted market research, developed go-to-market and pipeline growth strategies, created sales and marketing content, and drove sales enablement efforts. 
- I steered cross-functional senior teams and stakeholders in the execution of strategic projects, incl. development of a new pricing structure;
- I led partner marketing for 16,000+ stakeholders.

Associate Product Marketing Manager

Bought by Oracle in 2016, Opower was an American startup that created a new market category, bringing AI and behavioral science to shape energy consumption of households. Since its inception, Opower has saved 31 TWh of energy and accompanied over 175 utilities.  

I fully owned the go to market strategy for Opower solutions for the EMEA region and localized global marketing efforts. I was responsible for developing product positioning, informing product development strategy, conducting market research, developing go-to-market and pipeline growth strategies, creating sales and marketing content, and driving sales enablement efforts.

Product Marketing Analyst | Opower

New Climate Economy Project

New Climate Economy is a major international initiative examining how countries can achieve economic growth while dealing with the risks posed by climate change. We work with a number of international institutions, including the World Bank, OECD and IMF, and are represented by CEOs and governmental ministers from various countries.

I co-authored a number of high-impact publications on climate change, sustainable economy and energy pricing with leading institutions, thought leaders and scientists, including Lord Stern, and provided briefings for ministers and CEOs for their public engagements.

Program Manager

Equinor

As a core member of Equinor's office in Brussels, I followed regulatory and policy developments in the EU and its institutions, and provided analysis and strategic advice to the company, its leadership, including the CEO, and the board. 

Achievements in addition to my key missions:
- Established a rotational development program for analysts from Brussels across Equinor's key business units in Norway;
-  Nominated and selected as a future policy leader for German Marshall Fund for Young Professionals Summit and Energy Charter Training.

Policy Analyst

International Emissions Trading Association

EU Policy Trainee

A lawyer by training, a growth & product marketing leader by passion and trade; I am currently leading the product and web marketing function at Spendesk. 

I have 10+ years of experience from marketing & product strategy roles at Spendesk and Axway in Paris, Oracle in London, Opower in the USA, and Equinor in Brussels. I have built and led high-performing, cross-functional teams, established new business models, taken products from early concepts to full market launches and adoption, and led strategic initiatives.

As a published author, speaker and mentor (including the Tech Talks Daily podcast and the Product Marketing Summit), I was recognized as a Top 100 Product Marketing Influencer in 2021, and was selected for Oracle's Women's Leadership program aimed at top performers and future Oracle leaders.

Jana Frejova

Engageware

Senior Content and Product Marketing Manager

Aivo an Engageware Company

Product Marketing Lead

Cursos PM3

Columnist - Product Marketing

EZ Market - Consultoria em GTM B2B

GTM Advisor

Product Marketing Alliance is a collective of passionate product marketing managers committed to driving demand, adoption and the overall success of their products. Their Slack channel and meetups unite 1,000s of PMMs all over the world and their mission is straightforward: to promote and elevate the role of product marketing.

👩🏻‍🎓 Product Marketing Certified (2021)

Insider member

Albacross

▹ Owning the go-to-market plan for new products working closely with Product, Engineering, Sales, Customer Success and Marketing to build effective launch strategies.
▹ Partnering with Product, Sales, Customer Success and Marketing teams to plan routes to market.
▹ Working with product managers to build, ship, and grow features that our customers will love.
▹ Developing a deep understanding of our personas and what their customer journey looks like. Update personas, customer journey maps on an ongoing basis and ensure the right messaging and positioning.
▹ Being the go-to expert on industry trends and competitors that will guide our go-to-market strategies and provide feedback and guidance to other teams as needed.

Senior Product Marketing Manager

Rocket.Chat

▹ Independently drove impactful go-to-market launch strategies by owning the development of audience strategy, value proposition, messaging, positioning, and PR strategies
▹ Developed research plans to uncover customer insights, steer & validate the product roadmap, and stay on top of the competitive landscape
▹ Led marketing programs for different verticals and subproducts as part of the GTM strategy to create and accelerate the pipeline.
▹ Contributed to a considerable increase in sales win rate and sign-ups through marketing campaigns.
▹ Acted as the voice of the customer to identify user needs by deeply understanding our customers and how our product works globally, to create data-driven, actionable insights for product teams.
▹ Worked closely with product and marketing teams to brief them with the user insights, value props and messaging in order to successfully execute go-to-market campaigns.

Product Marketing Manager

Who Runs The Words, Content Agency

▹ Provided services related to content marketing and brand strategy focused on customer acquisition for leading B2B and SaaS brands, such as AppFollow, Pipedrive and Playvox.
▹ Championed full responsibility for account management of clients and acted as a consultant while travelling and living in three different countries.
▹ Generated a 30% average increase rate related to organic traffic for clients via inbound marketing efforts.
▹ Expanded client’s social following by 30%, which maximized directly the number of paying services hired.

Owner and Marketing Manager

Cabify

▹ Designed strategy and priorities with specific goals and metrics for organic and paid digital channels, led local operation to rank among the top 5 cities for highest Gross Merchandise Volume in 8 months.
▹ Pioneered implementation of an AB test schedule, experimenting across acquisition channels, content, communication and campaigns.

Digital Marketing Manager

▹ Led creation and management of digital marketing campaigns focused on rider acquisition.
▹ Coordinated efforts with cross-functional teams including sales and partnerships to execute marketing plans that increased customer retention by 75% in 9 months.
▹ Promoted after 9 months thanks to achieving excellent results, such as considerably increasing the company operation’s gross merchandise volume through marketing efforts.

Digital Marketing Analyst

Google

▹ Maintained the linguistic system supporting the semantic search behind the search engine, providing structural and semantic analyses of user utterances.
▹ Assisted machine learning and neuro-linguistic programming processes to make sure the algorithm processes were efficient.
▹ Analyzed data from 75,000 monthly active users and used outputs to guide Google Assistant’s algorithm. 
▹ Advised on improvements based on morphology, syntax, and semantic analysis.

Data Annotator

Over the past 7 years, I have been at the forefront of digital marketing and product marketing for leading companies such as Google, AppFollow, Preply, Rocket.Chat, and Pipedrive. My role has centered on driving revenue growth by deploying effective go-to-market strategies, refining positioning, honing messaging, and developing content strategies to boost customer adoption. 

Currently, I lead the product marketing efforts at Engageware, the go-to customer engagement platform powered by proven conversational and generative AI technology. Engageware supports over 700 industry leaders, including Visa, Sony, Picpay, Best Buy, and Cambridge Trust. My role involves overseeing our go-to-market strategies and product launches, as well as leading competitive intelligence, voice of the customer, and market programs, to ensure we remain at the forefront of innovation in the customer engagement sector.

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The Battle

Jana Frejova

Lucia Fallavena

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