The Product Marketer Lens
Product marketing skills that I picked up during this role
01
MARKET RESEARCH
02
CUSTOMER RESEARCH
03
POSITIONING AND MESSAGING
Research the market and customers and create pitch decks with digital campaigns for prospective customers
My main goal was to pitch social media campaigns to prospective clients. As a value-driven marketer, I ensured that each of the campaigns were based on strong market, competitor, and customer research such that they answered not only the prospect's customer pain points but also the biggest challenge the prospect was trying to solve for the brand.
​Initiatives:
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Conducted market research by using tools such as SEMRush, Google Trends, Sprout Social, and data from industry reports
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Owned customer research by conducting surveys and analyzing the responses and drawing insights from review websites and social media chatter
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Based on the research, creating positioning statements and messaging pillars
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Built 14 pitch decks for prospective customers in industries such as retail, hospitality, nutrition, and automotive
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Presented 4 out of the 14 pitches to prospects and incorporated feedback into the pitch decks
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Result:
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2 major customers acquired within 3 months within the retail and automotive industries
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Skills Used:
Market Research Customer Insights Storytelling Deck Design
Written Communication Verbal Communication
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Tools Used:
Microsoft PowerPoint SEMRush Sprout Social Google Trends Google Surveys
Own and manage social media ads for 3 brands
The agency had discontinued providing social media, google, and amazon ads as a service due to poor results in the past. I reintroduced this revenue stream for the agency by proactively offering my ads knowledge and willingness to learn and experiment in the area.
​Initiatives:
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Owned the messaging and design direction strategy for digital ads
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Ran Facebook conversion ads for brands in the textile, customer packaged goods, and restaurant industries and amazon ads for a brand in the customer packaged industry
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Analyzed results of ad campaigns and optimized budget, channel, audience targeting options to improve month-on-month results
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Self-started skill development in amazon ads and kept myself updated on best practices for amazon and social media conversion ads to increase revenue generation through these channels for the agency's customers
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Result:
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2x Return on Advertising Spends (ROAS) on Facebook conversion ads for the textile brand within a month, up 200% from previous attempts
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Skills Used:
Messaging Copywriting Data Analysis Cross-Functional Collaboration
Strategy Optimization
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Tools Used:
Facebook Ads Amazon Ads Microsoft Excel
Maintain social media presence of 3-5 brands at a time
I used my social media strategy and copywriting skills to maintain the social media presence of brands in the hospitality, retail, and consumer packaged goods industries. I also cross-functionally collaborated with design to create the social media posts.
​Initiatives:
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Set up the Instagram account for retail brand Me N Moms and created Instagram social media strategy for this newly created account
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Ran user-generated content campaigns for a Me N Moms that increased brand likeness and awareness
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Handled social media for restaurants All Stir Fry and Havana
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Result:
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Increased Me N Mom's Instagram followers to 1,200 within 3 months
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Skills Used:
Messaging Social Media Marketing Strategy Copywriting
Cross-Functional Collaboration Strategy Optimization
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Tools Used:
Instagram Analytics
