Behind the Scenes: Consumer Product Marketing Transistor (https://transistor.fm) https://feeds.transistor.fm/behind-the-scenes-consumer-product-marketing In each episode you’ll get a behind the scenes look at some of the most innovative product marketing campaigns at some of the world's best known companies and brands. We’ll hear from the product marketing leaders themselves about the triumphs, failures and insights found along the way- from the initial stages of customer research, to building product narratives and ultimately orchestrating some of the largest scale go-to-market campaigns. © 2025 Meredith Davis, Sharebird 8d9c1eab-fdac-551e-bf1d-6f004cc88b09 no Welcome to BTS: Consumer Product Marketing en Fri, 09 Feb 2024 12:09:09 -0800 Tue, 02 Dec 2025 14:20:16 -0800 https://sharebird.com/shows https://img.transistor.fm/-U9tjL2nOV0KYGSQxwi1b4CZAYb9PfbdfOZxFRyk5Rc/rs:fill:0:0:1/w:1400/h:1400/q:60/mb:500000/aHR0cHM6Ly9pbWct/dXBsb2FkLXByb2R1/Y3Rpb24udHJhbnNp/c3Rvci5mbS9zaG93/LzE4ODExLzE2MTQ3/MDMwMDMtYXJ0d29y/ay5qcGc.jpg Behind the Scenes: Consumer Product Marketing https://sharebird.com/shows episodic Meredith Davis, Sharebird In each episode you’ll get a behind the scenes look at some of the most innovative product marketing campaigns at some of the world's best known companies and brands. We’ll hear from the product marketing leaders themselves about the triumphs, failures and insights found along the way- from the initial stages of customer research, to building product narratives and ultimately orchestrating some of the largest scale go-to-market campaigns. In each episode you’ll get a behind the scenes look at some of the most innovative product marketing campaigns at some of the world's best known companies and brands. Product Marketing, Technology, Marketing Alex Lopes No No A Sneak(er) Peek into PMM with Amber Finlay, Senior Director of Product Marketing, SNKRS at Nike 17 17 A Sneak(er) Peek into PMM with Amber Finlay, Senior Director of Product Marketing, SNKRS at Nike full 3889bcb7-f570-4983-8b6e-1cfcdfc69bf0 https://share.transistor.fm/s/ed297077 In this interview Meredith and Amber discuss Nike’s recent launch of the Nike SNKRS App, a digital platform focused on serving a passionate community of sneaker lovers. This high traffic app serves over 5+ million users on a weekly basis! Tune in to hear the role of PMM in launching Nike’s fastest growing digital platform for world-wide sneaker enthusiasts and how strong user insights lead to a consumer led innovative GTM strategy.

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]]> In this interview Meredith and Amber discuss Nike’s recent launch of the Nike SNKRS App, a digital platform focused on serving a passionate community of sneaker lovers. This high traffic app serves over 5+ million users on a weekly basis! Tune in to hear the role of PMM in launching Nike’s fastest growing digital platform for world-wide sneaker enthusiasts and how strong user insights lead to a consumer led innovative GTM strategy.

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]]> Thu, 17 Mar 2022 03:00:00 -0700 Meredith Davis, Sharebird Meredith Davis, Sharebird 2689 In this interview Meredith and Amber discuss Nike’s recent launch of the Nike SNKRS App, a digital platform focused on serving a passionate community of sneaker lovers. This high traffic app serves over 5+ million users on a weekly basis! Tune in to hear the role of PMM in launching Nike’s fastest growing digital platform for world-wide sneaker enthusiasts and how strong user insights lead to a consumer led innovative GTM strategy.

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]]> Product Marketing, Technology, Marketing No A Deep Dive on PMM Market Insights with Quizlet’s Director of Product Marketing, Caroline Walthall 16 16 A Deep Dive on PMM Market Insights with Quizlet’s Director of Product Marketing, Caroline Walthall full ac4bbb13-3ce9-4344-9a99-344728277186 https://share.transistor.fm/s/f546c542 A deep dive on the insights that went into influencing product teams ahead of their recent launch, explanations. Quizlet aims to shape the future of learning and is the most popular studying tool in the US. Tune in to hear the role of market insights and research as they were approaching one of their biggest product launches.

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]]> A deep dive on the insights that went into influencing product teams ahead of their recent launch, explanations. Quizlet aims to shape the future of learning and is the most popular studying tool in the US. Tune in to hear the role of market insights and research as they were approaching one of their biggest product launches.

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]]> Thu, 10 Mar 2022 03:00:00 -0800 Meredith Davis, Sharebird Meredith Davis, Sharebird 2168 A deep dive on the insights that went into influencing product teams ahead of their recent launch, explanations. Quizlet aims to shape the future of learning and is the most popular studying tool in the US. Tune in to hear the role of market insights and research as they were approaching one of their biggest product launches.

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]]> Product Marketing, Technology, Marketing No Maximizing Your PMM Resources with Katie Levinson, Head of Product Marketing at Handshake 15 15 Maximizing Your PMM Resources with Katie Levinson, Head of Product Marketing at Handshake full 23d4c804-8012-4613-a150-b0a283a33d6b https://share.transistor.fm/s/a27184f2 Handshake serves over 18 million college students helping them get jobs and gain confidence as they transition from graduating to finding their first job and entering the workforce. Tune in to hear how Katie and her team service a 3-sided marketplace, structure their small, scrappy team that serves both B2B and B2C, and deliver crisp and clear messaging frameworks that inform their GTM strategy. Also covered in this interview is what the partnership looks like between PMM and product and how it influences the product roadmap.

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]]> Handshake serves over 18 million college students helping them get jobs and gain confidence as they transition from graduating to finding their first job and entering the workforce. Tune in to hear how Katie and her team service a 3-sided marketplace, structure their small, scrappy team that serves both B2B and B2C, and deliver crisp and clear messaging frameworks that inform their GTM strategy. Also covered in this interview is what the partnership looks like between PMM and product and how it influences the product roadmap.

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]]> Thu, 24 Feb 2022 03:00:00 -0800 Meredith Davis, Sharebird Meredith Davis, Sharebird 2476 Handshake serves over 18 million college students helping them get jobs and gain confidence as they transition from graduating to finding their first job and entering the workforce. Tune in to hear how Katie and her team service a 3-sided marketplace, structure their small, scrappy team that serves both B2B and B2C, and deliver crisp and clear messaging frameworks that inform their GTM strategy. Also covered in this interview is what the partnership looks like between PMM and product and how it influences the product roadmap.

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]]> Product Marketing, Technology, Marketing No Building Product Marketing from the Ground Up with Mike Polner, Vice President, Marketing at Cameo 14 14 Building Product Marketing from the Ground Up with Mike Polner, Vice President, Marketing at Cameo full 631ca729-1a2c-4b3c-b8d5-bc6d1a8f14e4 https://share.transistor.fm/s/794da496 We’ve talked about the creator economy, but this week we’re learning more about the connection economy. Cameo is a product loved by both talent and fans, where you can request to get a personalized video from a celebrity of your choice. A day maker for sure, this product is a win-win in the marketplace creating authentic fan connections. Tune in to hear how to evaluate your GTM strategy based on the size of your company. Whether you’re at a small startup or a large tech company, there are key components and attributes that determine the impact of PMM. So how do you hire the talent you need for success, identify your northstar, stay up to date on customer insights, and remain organized when things are moving quickly?

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]]> We’ve talked about the creator economy, but this week we’re learning more about the connection economy. Cameo is a product loved by both talent and fans, where you can request to get a personalized video from a celebrity of your choice. A day maker for sure, this product is a win-win in the marketplace creating authentic fan connections. Tune in to hear how to evaluate your GTM strategy based on the size of your company. Whether you’re at a small startup or a large tech company, there are key components and attributes that determine the impact of PMM. So how do you hire the talent you need for success, identify your northstar, stay up to date on customer insights, and remain organized when things are moving quickly?

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]]> Thu, 17 Feb 2022 03:00:00 -0800 Meredith Davis, Sharebird Meredith Davis, Sharebird 2408 We’ve talked about the creator economy, but this week we’re learning more about the connection economy. Cameo is a product loved by both talent and fans, where you can request to get a personalized video from a celebrity of your choice. A day maker for sure, this product is a win-win in the marketplace creating authentic fan connections. Tune in to hear how to evaluate your GTM strategy based on the size of your company. Whether you’re at a small startup or a large tech company, there are key components and attributes that determine the impact of PMM. So how do you hire the talent you need for success, identify your northstar, stay up to date on customer insights, and remain organized when things are moving quickly?

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]]> Product Marketing, Technology, Marketing No The PMM Matchmakers with Jane Reynolds, Director of Product Marketing at OkCupid 13 13 The PMM Matchmakers with Jane Reynolds, Director of Product Marketing at OkCupid full 20d08cf4-e490-40e1-8995-5e72cc694607 https://share.transistor.fm/s/5e1bd47d One of the most common questions that couples get is “how’d you meet?” Beginning in 2004, OkCupid has begun being a part of people’s stories - solving the pain points of finding a partner with the same core values and interests. Through data analysis and custom designed algorithms, OkCupid’s platform is able to match users on what matters most to them. Product marketing has been an essential piece of the company’s success through their market research, GTM strategy, internal alignment with the product team, and creation of messaging and positioning that helped them stay up on dating trends. Tune in to hear the role PMM has been playing in revolutionizing the dating scene and enabling users to incorporate their political and social views on their profiles yielding in quality connections and love stories. 


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]]> One of the most common questions that couples get is “how’d you meet?” Beginning in 2004, OkCupid has begun being a part of people’s stories - solving the pain points of finding a partner with the same core values and interests. Through data analysis and custom designed algorithms, OkCupid’s platform is able to match users on what matters most to them. Product marketing has been an essential piece of the company’s success through their market research, GTM strategy, internal alignment with the product team, and creation of messaging and positioning that helped them stay up on dating trends. Tune in to hear the role PMM has been playing in revolutionizing the dating scene and enabling users to incorporate their political and social views on their profiles yielding in quality connections and love stories. 


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]]> Thu, 10 Feb 2022 03:00:00 -0800 Meredith Davis, Sharebird Meredith Davis, Sharebird 2229 One of the most common questions that couples get is “how’d you meet?” Beginning in 2004, OkCupid has begun being a part of people’s stories - solving the pain points of finding a partner with the same core values and interests. Through data analysis and custom designed algorithms, OkCupid’s platform is able to match users on what matters most to them. Product marketing has been an essential piece of the company’s success through their market research, GTM strategy, internal alignment with the product team, and creation of messaging and positioning that helped them stay up on dating trends. Tune in to hear the role PMM has been playing in revolutionizing the dating scene and enabling users to incorporate their political and social views on their profiles yielding in quality connections and love stories. 


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]]> Product Marketing, Technology, Marketing No SoundCloud's Creator Economy with Ryan Goldman, Vice President of Marketing at Moloco 12 12 SoundCloud's Creator Economy with Ryan Goldman, Vice President of Marketing at Moloco full f5425b09-8591-4f98-80e8-12f43a4ea51f https://share.transistor.fm/s/2cf422c0 At the time of this interview, Ryan was leading SoundCloud’s Product Marketing function and was key to their fan-powered royalties campaign - a campaign that revolutionized streaming payouts and enabled listeners to impact what artists make based on how many hours of their music has been streamed. Tune in to hear their GTM strategy, how they marketed to multiple audiences, kept their messaging and positioning relevant, and ultimately took a stance to solve a clear pain point - artists wanting to get paid fairly.

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]]> At the time of this interview, Ryan was leading SoundCloud’s Product Marketing function and was key to their fan-powered royalties campaign - a campaign that revolutionized streaming payouts and enabled listeners to impact what artists make based on how many hours of their music has been streamed. Tune in to hear their GTM strategy, how they marketed to multiple audiences, kept their messaging and positioning relevant, and ultimately took a stance to solve a clear pain point - artists wanting to get paid fairly.

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]]> Thu, 03 Feb 2022 03:00:00 -0800 Meredith Davis, Sharebird Meredith Davis, Sharebird 2586 At the time of this interview, Ryan was leading SoundCloud’s Product Marketing function and was key to their fan-powered royalties campaign - a campaign that revolutionized streaming payouts and enabled listeners to impact what artists make based on how many hours of their music has been streamed. Tune in to hear their GTM strategy, how they marketed to multiple audiences, kept their messaging and positioning relevant, and ultimately took a stance to solve a clear pain point - artists wanting to get paid fairly.

Connect with Ryan on LinkedIn.
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]]> Product Marketing, Technology, Marketing No Managing Multiple Product Launches with Eileen Reyes, Director of Product Marketing at Dropbox 11 11 Managing Multiple Product Launches with Eileen Reyes, Director of Product Marketing at Dropbox full cfad127a-bc07-41a6-8999-eebd42a10a73 https://share.transistor.fm/s/b367bc5a Connect with Eileen on LinkedIn.
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]]> Mon, 10 May 2021 03:00:00 -0700 Meredith Davis, Sharebird Meredith Davis, Sharebird 1916 More often than not, product marketers are managing multiple product launches at once, having to swivel chair between different projects. Being organizational and operational are key skill sets in juggling it all successfully, but there's more to it than that. This week, Eileen is here to give a behind the scenes look at the launch of Dropbox Family and Dropbox passwords, sharing best practices she discovered while running these product launches in tandem. More often than not, product marketers are managing multiple product launches at once, having to swivel chair between different projects. Being organizational and operational are key skill sets in juggling it all successfully, but there's more to it than Product Marketing, Technology, Marketing No Membership Tiering Strategies with Jameelah Calhoun, Senior Director, Product Marketing at Audible 10 10 Membership Tiering Strategies with Jameelah Calhoun, Senior Director, Product Marketing at Audible full fd879eed-20d2-4e62-b466-0a5d43c08cfe https://share.transistor.fm/s/cd99a896 Connect with Jameelah on LinkedIn.
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]]> Mon, 03 May 2021 03:00:00 -0700 Meredith Davis, Sharebird Meredith Davis, Sharebird 2622 These days, it seems everything from entertainment to groceries comes in the form of a subscription. It makes sense, considering this model helps customers understand what they will receive, how something will work, and when they are going to receive it. Jameelah joined Audible right around the time they were launching their new membership tiering model, and today she’s giving us an inside look into the strategy behind creating, launching, and validating tiered membership subscriptions. Tune in to get her perspective on important considerations and key lessons learned. These days, it seems everything from entertainment to groceries comes in the form of a subscription. It makes sense, considering this model helps customers understand what they will receive, how something will work, and when they are going to receive it. Product Marketing, Technology, Marketing No Marketing Personalization with Lara McCaskill, Former Senior Manager, Product Marketing at Stitch Fix 9 9 Marketing Personalization with Lara McCaskill, Former Senior Manager, Product Marketing at Stitch Fix full 452f15c7-ce8c-4b18-ac22-87c631965739 https://share.transistor.fm/s/65dcd22b Connect with Lara on Linkedin.
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]]> Mon, 26 Apr 2021 03:00:00 -0700 Meredith Davis, Sharebird Meredith Davis, Sharebird 2241 Stitch Fix is leveraging data analytics and human touch to deliver style personalization at scale, which is easier said than done. In this episode, Laura will share what marketing personalization actually looks like in the context of launching Stitch Fix’s newest feature, Shop by Categories, which gives members the ability to buy directly from recommended outfits and items. Tune in to get an inside look into how Lara and her product marketing team have gotten personalization down to a science. Stitch Fix is leveraging data analytics and human touch to deliver style personalization at scale, which is easier said than done. In this episode, Laura will share what marketing personalization actually looks like in the context of launching Stitch Fix’ Product Marketing, Technology, Marketing No Launching a Social Good Campaign with Brianne Shally, Head of Product Marketing at Nextdoor 8 8 Launching a Social Good Campaign with Brianne Shally, Head of Product Marketing at Nextdoor full 54ca922d-cd21-4ef3-be57-b5cccfc754a6 https://share.transistor.fm/s/bcc24672 Connect with Brianne on LinkedIn.
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]]> Mon, 19 Apr 2021 03:00:00 -0700 Meredith Davis, Sharebird Meredith Davis, Sharebird 2249 Social good campaigns are a fantastic way for brands to focus on a cause with the wider goal of building awareness, but it can be difficult to know where to start. Today, Brianne is here to explain how she launched Nextdoor’s Sell for Good campaign after seeing changes in how customers were using the platform over the course of the pandemic. We’ll also dive deeper into the benefits of launching social good campaigns at your company, both from a brand and growth perspective. Social good campaigns are a fantastic way for brands to focus on a cause with the wider goal of building awareness, but it can be difficult to know where to start. Today, Brianne is here to explain how she launched Nextdoor’s Sell for Good campaign after Product Marketing, Technology, Marketing No Fertility Benefits, Family Planning and B2B2C Launches with Mansi Kothari, Director of Product Marketing at Maven Clinic 7 7 Fertility Benefits, Family Planning and B2B2C Launches with Mansi Kothari, Director of Product Marketing at Maven Clinic full ccf8a4d5-3373-49c3-8b01-9596241b392a https://share.transistor.fm/s/efbca246 Connect with Mansi on LinkedIn.
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]]> Mon, 12 Apr 2021 03:00:00 -0700 Meredith Davis, Sharebird Meredith Davis, Sharebird 2844 This week we're getting a behind the scenes look at B2B2C product launches with one of the fastest growing innovative women’s health companies. Maven Clinic's recent launch of Maven Planning supports over 5 million individuals and their partners though preconception, IVF, adoption, surrogacy, maternity, postpartum and even early parenting. Today, Mansi is here with an inside look into how they made it happen. This week we're getting a behind the scenes look at B2B2C product launches with one of the fastest growing innovative women’s health companies. Maven Clinic's recent launch of Maven Planning supports over 5 million individuals and their partners though pr Product Marketing, Technology, Marketing No Crypto Currency and the Launch of Coinbase Card with Adam Weigand, Group PMM Manager at Coinbase 6 6 Crypto Currency and the Launch of Coinbase Card with Adam Weigand, Group PMM Manager at Coinbase full 996fe001-4711-497e-b830-90ebf91741bd https://share.transistor.fm/s/387ce644 Connect with Adam on LinkedIn.
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]]> Mon, 05 Apr 2021 08:00:23 -0700 Meredith Davis, Sharebird Meredith Davis, Sharebird 2389 We’re getting a sneak peak into the hottest crypto company, Coinbase, and all the inner workings of what it took to launch their newest product Coinbase Card. While crypto currency is becoming more mainstream, there are still many who are not familiar with it. Today we’re seeking insights on: how to create messaging and positioning catered to those who are both curious and familiar or completely novice to your product. We’re getting a sneak peak into the hottest crypto company, Coinbase, and all the inner workings of what it took to launch their newest product Coinbase Card. While crypto currency is becoming more mainstream, there are still many who are not familiar wit Product Marketing, Technology, Marketing No Modernizing Illustrator for iPad with Stephen Baloglu, Director of Product Marketing at Adobe 5 5 Modernizing Illustrator for iPad with Stephen Baloglu, Director of Product Marketing at Adobe full 0c37d780-1e73-4174-b55d-7427a81a3918 https://share.transistor.fm/s/82545dc3 Connect with Stephen on LinkedIn.
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]]> Mon, 29 Mar 2021 03:00:00 -0700 Meredith Davis, Sharebird Meredith Davis, Sharebird 2094 Adobe’s Illustrator was the company’s first consumer product developed for Mac. Dating back to 1985, there have been multiple versions and releases of this product, but the real challenge was their most recent launch where they were tasked with taking a 30 year old product and modernizing it for an entirely new platform. Adobe’s Illustrator was the company’s first consumer product developed for Mac. Dating back to 1985, there have been multiple versions and releases of this product, but the real challenge was their most recent launch where they were tasked with taking a 3 Product Marketing, Technology, Marketing No Global Expansion with Nora Niebruegge Bowers, Director Product Marketing at Disney+ 4 4 Global Expansion with Nora Niebruegge Bowers, Director Product Marketing at Disney+ full ccbdcbc7-f381-4564-ac32-9423bf289bb3 https://share.transistor.fm/s/7c3ae97e Connect with Nora on LinkedIn.
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]]> Mon, 22 Mar 2021 03:00:00 -0700 Meredith Davis, Sharebird Meredith Davis, Sharebird 2613 What does it take to orchestrate a massive global expansion in the entertainment world? This week we hear all about last year’s launch of Disney+. Nora shares with us that when it comes to product launches, it’s not about if anything will go wrong, it’s a matter of what will go wrong, how big the issue will be and how quickly you can fix it. What does it take to orchestrate a massive global expansion in the entertainment world? This week we hear all about last year’s launch of Disney+. Nora shares with us that when it comes to product launches, it’s not about if anything will go wrong, it’s a Product Marketing, Technology, Marketing No The Launch of "Move What Matters" with Meg Donovan, former Global Director, Brand & Product Marketing at Uber 3 3 The Launch of "Move What Matters" with Meg Donovan, former Global Director, Brand & Product Marketing at Uber full 5ed4194b-908d-452b-a29d-d4520252c55b https://share.transistor.fm/s/d8fc28cf Connect with Meg on LinkedIn.
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Since the time of this interview being recorded, Meg has joined MasterClass working as their Senior Director International. Be sure to congratulate her on this new adventure! 

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Since the time of this interview being recorded, Meg has joined MasterClass working as their Senior Director International. Be sure to congratulate her on this new adventure! 

]]> Mon, 15 Mar 2021 03:00:00 -0700 Meredith Davis, Sharebird Meredith Davis, Sharebird 2649 Imagine how different Uber looked six years ago when the idea of a ride sharing app was new and foreign to many of us. That's right when Meg joined the Uber organization. Over the past six years she's helped to scale the ride sharing app to be available in over 500 cities and also led the company's marketing initiatives amidst a global pandemic where there is no playbook. Tune in to hear how Uber reacted to the COVID-19 pandemic with campaigns such as "Move What Matters", and helped prevent the spread of COVID-19 with launches such as "No Mask, No Ride." Imagine how different Uber looked six years ago when the idea of a ride sharing app was new and foreign to many of us. That's right when Meg joined the Uber organization. Over the past six years she's helped to scale the ride sharing app to be available i Product Marketing, Technology, Marketing No The Secrets Behind Launching New Product Lines with Alex Chahin, Senior Director of Product Marketing at hims & hers 2 2 The Secrets Behind Launching New Product Lines with Alex Chahin, Senior Director of Product Marketing at hims & hers full 6977c50e-f856-4a21-b132-8336937fd819 https://share.transistor.fm/s/92d417b5 Connect with Alex on LinkedIn.
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Since this interview took place, Alex has received a promotion from Director of PMM to Senior Director of PMM! Be sure to congratulate him on his new role and follow his page to see future content and happenings. 

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Since this interview took place, Alex has received a promotion from Director of PMM to Senior Director of PMM! Be sure to congratulate him on his new role and follow his page to see future content and happenings. 

]]> Mon, 08 Mar 2021 03:00:00 -0800 Meredith Davis, Sharebird Meredith Davis, Sharebird 2680 In this first episode we’ll hear how hims & hers has become one of the fastest growing direct to consumer brands in history. They are paving the way to make self-care and telemedicine as convenient as it’s ever been. Tune in to hear how they’ve conducted research and used innovative new strategies to launch their new mental health product offering. In this first episode we’ll hear how hims & hers has become one of the fastest growing direct to consumer brands in history. They are paving the way to make self-care and telemedicine as convenient as it’s ever been. Tune in to hear how they’ve conduc Product Marketing, Technology, Marketing No Welcome to BTS: Consumer Product Marketing 1 1 Welcome to BTS: Consumer Product Marketing trailer ba01c6df-0f9a-45fd-8670-58704ab9b6fc https://share.transistor.fm/s/535134ee Connect with Meredith on LinkedIn.
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]]> Mon, 22 Feb 2021 09:03:19 -0800 Meredith Davis, Sharebird Meredith Davis, Sharebird 685 In this trailer, Alex Lopes, CEO and Founder of Sharebird joins Meredith, Head of PMM at Bungalow and Sharebird's newest show host to kick off the podcast! Join in on the adventure and get a behind the scenes look at some of the best product launches at some of the most admirable and well known companies. The guest line up includes PMM leaders from Uber, Instagram, hims & hers, Disney+, Audible, Stitch Fix, and many more. In this trailer, Alex Lopes, CEO and Founder of Sharebird joins Meredith, Head of PMM at Bungalow and Sharebird's newest show host to kick off the podcast! Join in on the adventure and get a behind the scenes look at some of the best product launches at s Product Marketing, Technology, Marketing No