About
I turn complex products into compelling stories that drive adoption. With experience spanning Apple's ecosystem, AI-native startups, and global consumer brands, I bring a rare blend of strategic thinking and hands-on execution to every product I touch. I specialize in building GTM functions from scratch, crafting positioning that resonates, and launching products that capture market attention. My approach combines data-driven experimentation with creative storytelling to drive measurable business outcomes.
Core competencies: Go-to-Market Strategy, Product Positioning & Messaging, Competitive Intelligence, Launch Execution, Growth Experimentation, Content & Campaign Strategy
Case Studies
HeyGen — Product Marketing Manager, Launch Lead
Building the PMM function from zero at a $100M+ ARR AI platform.
Challenge: As the first and sole PMM at a rapidly scaling Series A AI company, I needed to build the entire product marketing function from scratch — positioning, messaging, naming, launch strategy, in-product copy, competitive intelligence, and go-to-market across web and mobile.
Strategy: Conceived and creative directed "Meet Dave" — a narrative campaign built around a relatable character to position a complex AI product for mainstream adoption. Designed a 3-tier GTM launch framework from scratch with standardized launch criteria, readiness checklists, channel playbooks, and success metrics. Built an automated competitive intelligence system using Claude Code to monitor 10+ competitor accounts. Led App Store optimization strategy including in-app events, push notification cadence, and mobile-specific launch playbooks.
Results: 5M+ Campaign Views, 15% WoW ARR Growth, 20+ Product Launches
Apple (Shazam) — Product Marketing Manager
Driving concert discovery across four Apple surfaces.
Challenge: Launch and scale a concert discovery experience across Apple Music, Maps, Siri, and Shazam — aligning Product, Engineering, Design, and Marketing to deliver co-launches on time and within scope while optimizing the discovery-to-subscription funnel.
Strategy: Drove end-to-end GTM for concert discovery, coordinating cross-functional teams across four distinct Apple surfaces. Optimized the discovery-to-subscription funnel through iterative experimentation with in-app messaging, email, ASO, and push campaigns. Managed critical Bandsintown integration enabling real-time concert recommendations within Shazam.
Results: 30K+ New Subscriptions, $3M ARR Generated, 5M+ Unique Engagements
Kodawari Labs — Founder & PMM Consultant
Fractional PMM for AI-native startups and consumer brands.
Challenge: Multiple early-stage companies needed senior PMM expertise but couldn't justify a full-time hire. Each required tailored positioning, launch strategy, and go-to-market execution across different verticals.
Strategy: Built end-to-end GTM strategies for clients including HOKA and Dropbox. Developed positioning frameworks, competitive landscapes, and launch playbooks. Created AI-powered tools for competitive monitoring and content optimization.
Results: 8+ Clients Served, $2M+ Revenue Influenced, 95% Client Retention