Product marketing, customer marketing, and GTM

Pulley

Leading product marketing for a technical, high-stakes buyer

Pulley is the equity management platform founders, CFOs, and finance teams use across the full equity lifecycle. I led product marketing, owning how a complex, high-stakes product gets explained to the people responsible for getting equity right.

EQUITY MANAGEMENT · SENIOR PMM

  • Equity management is unforgiving, the audience is financially sophisticated, the stakes are high, and the competitive field is crowded with products that sound alike. The work was making Pulley legible and credible to founders and finance teams who don't have patience for marketing that talks around the actual problem.

  • I own positioning, messaging, and go-to-market strategy across the equity lifecycle. I run competitive intelligence and win/loss analysis and turn that research into segmentation, sharper positioning, and concrete sales guidance, not a report that sits in a drawer. I build the sales enablement infrastructure, battle cards, objection handling, one-pagers, demo narratives, partnering with Sales and Customer Success to find where deals are actually won and lost. And I run it on AI-native workflows, so a lean team moves faster than its size.

  • Equity is a category where trust is the whole game. The work centers on giving Sales a clearer, more honest story to tell: sharper positioning against the competitors that actually come up in deals, and enablement that shortens the distance between a buyer's question and a confident answer.

    Pulley sharpened how I operate with a highly sophisticated, low-patience buyer: get specific fast, earn credibility, and give Sales a story they can actually defend.

b2b SaaS

✳︎

positioning

✳︎

launches

✳︎

enablement

✳︎

b2b SaaS ✳︎ positioning ✳︎ launches ✳︎ enablement ✳︎

Valant

Built the customer marketing function from scratch

Valant is the electronic health record platform behavioral health practices run on, used by clinicians, practice owners, and administrators across the country. I joined with no customer marketing function in place and built one.

BEHAVIORAL HEALTH EHR · FOUNDING CMM

  • Valant had a growing base of practices already using the platform and no dedicated function speaking to them. Expansion revenue was being left on the table, not because the product lacked value, but because no one owned translating what the software could do into language a busy clinician would act on. The opportunity was a whole motion that didn't exist yet.

  • I built the function from the ground up. That meant a customer segmentation and archetype framework so campaigns could speak to a solo practitioner differently than a multi-site practice, launch messaging across 80+ product releases, and an upsell motion tied to how each segment actually used the product. I owned positioning and promotion for Valant's first AI product line, segmenting tightly and leading with value rather than features. Alongside the campaigns, I fed customer voice into the materials Sales and Success used, battle cards, talk tracks, case studies, so the whole company told one story.

  • I don't wait for a function to exist before I start owning outcomes. Valant had the customers and the product; what it didn't have was anyone translating one into the other. I built that motion from nothing and tied it to revenue, which is the version of marketing I'm drawn to, close enough to the product to be credible, close enough to the customer to be useful, and accountable to a number either way.

    The function influenced $1M in annual revenue and drove more than 250% growth in feature adoption. The AI product line saw 900% usage growth in four months. And a proactive testimonials strategy lifted review ratings on the platforms prospects actually check before buying, +15% on Capterra, +11.5% on Google.