Positioning, messaging, and go-to-market for B2B segments, industries, and enterprise SaaS, plus the AI systems that are changing how marketing teams work.
Product marketing, done well, is translation. You take something complex, a platform or a product or a capability, and turn it into something a person can feel as well as understand.
I have spent most of my career doing that in enterprise SaaS, from SMB to industries like retail, manufacturing, and healthcare. These markets have a particular shape. The buyers are often not the users, the users are often not empowered, and the technology is usually more capable than the organization is ready for. Good marketing earns trust in that gap or loses it there.
The gap between what technology promises and what people can absorb is where the marketing work happens.
Areas of focus
Areas of focus
Positioning & Messaging
Most B2B positioning fails because it describes the product instead of the problem. I work backward from what a person in a specific role needs to feel before they will act, and build the message architecture from there. I have done this across multiple product lines at ServiceNow and Microsoft, often in categories that were still being defined.
Segment & Industry GTM
In B2B and industry go-to-market, the economic buyer and the everyday user are different people. Whether the target is SMBs, a vertical like retail or healthcare, or HR and IT buyers for employee workflows, the story has to speak to business outcomes and to the people doing the work at the same time. That was most of my job at Microsoft and ServiceNow before the AI role, and it is still how I look at a market.
AI in Marketing Operations
I build the systems, not only the strategy. At ServiceNow I lead AI strategy and implementation for the global product and solutions marketing organization: automation pipelines, a canonical grounding layer for messaging, AI personas for team use, and end-to-end content workflows. The aim is leverage. AI as infrastructure that changes what a marketing organization can produce, rather than a feature to talk about.
Coaching & Team Enablement
I work with marketers on PMM craft, career inflection points, and using AI for real leverage in their work. I also train marketing teams on emotional intelligence as a working skill, the version that connects to outcomes rather than the one from the compliance deck.
What I am thinking about now: what happens when a marketing team treats AI as a change to how content, strategy, and positioning get done, rather than as a productivity tool. The systems I am building are starting to answer that. Some of the answers are uncomfortable.