Product Marketing Manager

Clear stories.
Market traction.

I turn complex business software capabilities into positioning, launches, enablement, and adoption programs that customers understand and revenue teams can use.

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Selected work

Turning complex products into clear customer value.

Selected case studies in campaign development, product positioning, and adoption marketing. These summaries use information approved for public sharing.

CAMPAIGN DEVELOPMENT

vAuto × OEM co-op campaign

Help eligible dealers adopt vAuto through an OEM co-op campaign, with distinct messaging for prospects, current customers not using the new car solution, and churned dealers.

My ownership
Led marketing across the landing page, enrollment instructions, lead reporting, and dealer-facing materials.
What I built
Briefed the creative partner on the landing page, email versions, and organic and paid social. Planned separate prospect and customer email series, supported by an in-app message, one sheet, internal FAQs, launch deck, and OEM-branded pricing and stocking demos.
Campaign execution
Launched August 4, with prospect and customer email series running August through October.
Approved campaign results
As of September 17, email, LinkedIn, and display ads were exceeding their engagement benchmarks.
1.47%email click rate
0.9%email engagement benchmark
PRODUCT POSITIONING & LAUNCH

OEM Build Data launch

Vehicles with the same year, make, and model can have very different equipment. The product story explains how OEM build data helps dealers account for those differences in pricing and appraisals.

My ownership
Served as product marketing lead for current customers and prospects. Created the mini brief, messaging and positioning guide, sales meeting deck, talk tracks, one sheet, competitive slide, in-app launch message, and pilot communication plan.
Key messaging decision
Shifted the story from having data to dealer outcomes: sourced from the OEM, built into the workflow, and ready to act on.
Pilot communication
Recommended keeping the in-app message visible throughout the pilot to support ongoing awareness.
Current status
Go-to-market launch in progress, including social media and email. Results are not yet reported.
LAUNCH & ADOPTION MARKETING

Third-party CRM integrations

Dealers keep lead, service, and sales data in systems outside vAuto. Integration messaging addresses the need to switch between platforms and its effect on pricing decisions.

My ownership
Own the launch and adoption marketing plans for current customers and prospects, sequenced to the product roadmap.
What I built
A one sheet featuring dealer quotes, a thought leader video, a short video, an in-app message, and email communications.
Current status
Go-to-market launch in progress. Results are not yet reported.
How I work

Evidence first. Clear choices. Useful output.

Start with the customer

Use customer conversations, field feedback, win/loss research, competitive intelligence, and behavioral signals to understand the real buying problem.

Find the simplest credible story

Connect product capability to a business outcome without flattening the nuance sophisticated buyers need.

Build for activation

Translate strategy into campaigns, enablement, in-product experiences, and launch programs that teams can put to work.

Use AI with editorial judgment

Apply generative AI and automation to accelerate research, analysis, message testing, and repeatable workflows while keeping human judgment in control.

Experience

Built across product, content, and digital.

Product Marketing Manager

Cox Automotive • Current role

Associate Manager, Content Marketing

Cox Automotive

Digital Marketing Specialist

Quarles & Brady

Capabilities & tools

From insight to adoption.

PositioningMessagingGTM strategyProduct launchesAI product GTMSales enablementCustomer researchCompetitive intelligenceWin/lossLifecycle marketingPendoSeismicSalesforceWorkfrontGenerative AI

M.S., Digital Marketing

Northern Illinois University

B.S., Public Relations

Valparaiso University

Contact

Let’s make the product story easier to understand and act on.

Interested in product positioning, launches, adoption, or enablement for complex business software? I would be glad to compare notes.

Email Alex