Connecting the PMM Dots: Customer Insights, Product Innovation, and Go-to-Market Excellence
Hi there! I’m Renat. My journey into tech started in an unlikely place—economics and policy, where I was on the consulting side of things, helping solve big questions in the public and private sectors. About five years ago, I made a leap into Tech Product Management and found myself working across a mix of industries: CPG, fintech, and even some fascinating work with drones.
Most recently, I pivoted from Product to Product Marketing, and it clicked right away. For the first time, I felt I’d found the perfect balance between the technical side of product and the creative strategy that drives user engagement. Since stepping into Product Marketing, I’ve loved diving into go-to-market strategies, making onboarding seamless, boosting feature adoption, and listening to users—both directly and through our GTM teams—to help guide the roadmap.
What I enjoy most is sitting at the intersection of these teams, connecting insights from all sides and making sure the product aligns with our users’ needs. It’s rewarding to see the value our product brings, inside and out, and being part of that journey is what makes this role so exciting for me.
How do I think about Product Marketing?
Product marketing is all about being the voice of the customer within the organization. At its core, product marketing advocates for the buyer's needs, concerns, and desires in the development and promotion of a product or service. It's about deeply understanding the customer's challenges and how your product can solve them.
In practice, this means working cross-functionally with teams like product management, sales, and customer success, to ensure that the product’s messaging, positioning, and go-to-market strategy align with customer expectations. You need to be an effective communicator and often a strong writer because you're responsible for conveying the product’s value both internally and externally.
But beyond those tasks, I see product marketing as the pursuit of user insights. It’s about digging into why customers are considering a solution and how to present your product as the best way to meet their needs. Every decision, from positioning to sales enablement, is driven by that deep understanding of the user.
For more PMM musings, check out my blog here!
What do I do?
At Airspace Link, I led the Product Marketing team, focusing on driving product adoption and user engagement for a B2B/B2C drone management platform. I led the development and execution of end-to-end marketing campaigns, built sales enablement tools, and optimized messaging to enhance the user experience.
My role involved collaborating closely with marketing, product, engineering, design, sales, and customer success teams to align product features with market needs. I also introduced segmentation and onboarding improvements, helping to grow the platform’s user base and improve overall customer satisfaction.
At Molecule, I led product as a PM/PMM with a focus on growth-oriented strategies for a health-centric, technology-driven CPG brand. My role involved overseeing the development of both physical and digital products, from concept to launch, and driving e-commerce growth through data-driven roadmaps and targeted marketing campaigns.
I collaborated with cross-functional teams, including international stakeholders in manufacturing, design, and marketing, to ensure timely delivery.
Additionally, I implemented A/B testing to optimize product performance and executed go-to-market strategies to enhance customer engagement and revenue.
At Capco, I served as a Product Manager, leading end-to-end launches of fintech products tailored for financial institutions. My role involved overseeing agile planning and collaborating with cross-functional teams to align product features with market needs.
I drove product roadmaps and prototyping initiatives, using customer journey mapping and value proposition design to maximize product adoption and revenue growth.
Additionally, I implemented project intake processes that improved delivery velocity and supported strategic planning efforts, ultimately achieving revenue targets and driving operational efficiency.
What do they say?
“Renat played a vital role in supporting our Go-to-Market strategy, conducting customer and competitive research to ensure our product was well-positioned in the market.”
“Renat was instrumental in collaborating with the engineering team, ensuring that feature development aligned with our customer needs and market demands.”
“Renat’s ability to bridge the gap between product marketing and sales was instrumental in helping our team effectively communicate the value of our product.”
“Renat is a great communicator and has the insight and ideas to champion products, ideas, and full lifecycle projects.”
