Product Marketing Leader
I build go-to-market strategies for category-defining AI & tech products.
7+ years of product marketing at Apple, HeyGen, and high-growth startups. From positioning and messaging to launch execution and competitive intelligence.
Campaign Views
ARR Generated
Years PMM Experience
Product Launches
Trusted by teams at
About
I turn complex products into compelling stories that drive adoption.
I'm Justin Witcoff, a product marketing manager based in Los Angeles with 7+ years of experience spanning AI, music, video, and consumer technology. Currently, I serve as the first and sole PMM at HeyGen, a Series A AI platform with $100M+ ARR, where I built the product marketing function from the ground up.
Before HeyGen, I spent nearly three years at Apple as a Product Marketing Manager across Shazam and Apple Music Radio, driving end-to-end go-to-market for concert discovery and flagship radio programming across four Apple surfaces.
I also founded Kodawari Labs, a consulting practice where I deployed AI products, growth experiments, and GTM strategy for early-stage companies across consumer, fintech, and entertainment. My approach blends deep user insight with technical fluency to build marketing that actually moves metrics.
Selected Work
Case studies in product marketing leadership
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
Campaign Views
WoW ARR Growth
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
New Subscriptions
ARR Generated
Unique Engagements
Kodawari Labs
Founder, AI & Product Strategy Consulting
Deploying GTM strategy and growth experiments for early-stage companies
Challenge
Early-stage companies across consumer, fintech, and entertainment needed hands-on product marketing leadership to build GTM infrastructure, run growth experiments, and drive measurable user acquisition and retention.
Strategy
- ■Designed onboarding flows and brokered influencer partnerships for Vuora, a fintech app — generating 5M+ views and converting 600+ new users
- ■Streamlined cross-functional social operations for HOKA, resulting in 35% faster campaign execution and 50% improvement in funnel cohesion
- ■Built content-led acquisition engine for The Underground Lounge, growing from 0 to 20K subscribers and 1M+ views
Results
Views Generated
Users Converted
Faster Campaigns
Services
How I can help
Whether you need a fractional PMM to build your marketing function from scratch, or strategic guidance on a specific launch, I bring the same rigor and craft to every engagement.
Go-to-Market Strategy
End-to-end GTM planning from market analysis through launch execution. I design tiered launch frameworks, readiness checklists, and channel playbooks tailored to your product and audience.
Positioning & Messaging
Crafting the narrative that makes your product resonate. From naming and taglines to value propositions and competitive differentiation — messaging that converts.
Competitive Intelligence
Building automated systems to monitor competitor positioning, pricing, and feature releases. Turning market signals into actionable strategic insights.
Content & Campaign Strategy
Developing content strategies that drive acquisition and retention — from narrative campaigns and creator partnerships to in-app messaging and social content.
Launch Execution
Cross-functional coordination across Product, Engineering, Design, and Marketing. Managing the details so launches ship on time, on message, and on budget.
Growth Experimentation
Designing and running experiments across the funnel — onboarding flows, activation triggers, retention loops, and conversion optimization backed by data.
Resume
Professional journey
2025 — Present
HeyGen
CurrentProduct Marketing Manager, Launch Lead
Los Angeles (On-site)
First and sole PMM at Series A AI platform ($100M+ ARR). Built the product marketing function from zero — owned positioning, messaging, naming, launch strategy, in-product copy, competitive intelligence, and go-to-market across web and mobile.
2023 — 2025
Kodawari Labs
Founder, AI & Product Strategy Consulting
Los Angeles
Consulting practice deploying AI products, growth experiments, and go-to-market strategy for early-stage companies across consumer, fintech, and entertainment. Clients included HOKA, Vuora, and The Underground Lounge.
2021 — 2023
Apple (Shazam)
Product Marketing Manager
Los Angeles & New York
Consumer PMM for Shazam's concert discovery experience — launched across four Apple surfaces (Music, Maps, Siri, Shazam), blending hardware and software touchpoints.
2020 — 2021
Apple (Apple Music Radio)
Product Marketing Manager
Los Angeles
PMM for Apple's flagship radio programming — consumer-facing content products reaching millions of daily listeners across Apple's hardware and software ecosystem.
2019 — 2020
Apple (Music)
EA to Global Creative Director
Los Angeles
Operated as Chief of Staff proxy — managed communications, strategic initiatives, and executive meetings across verticals. Aggregated GTM data and cross-team input into actionable briefs.
2015 — 2016
Dropbox
Mid-Market Account Executive
San Francisco
Sold complex SaaS solutions to enterprises (1000+ employees); exceeded $200K ARR quota. Led development of sales enablement tools with engineering.
2013 — 2015
Yelp
Senior Account Executive
New York & San Francisco
Top 10% rep (150% quota), $500K in gross revenue. Selected for Management Development Program.
Education
Bucknell University
BA: Management | Minor: Philosophy
Dean's List (3.6 GPA)
Harvard University (Online)
CS50x: Introduction to Computer Science
2024–25
Contact
Let's build something remarkable together.
Whether you're looking for a product marketing leader to join your team, a fractional PMM to build your GTM function, or strategic guidance on a specific launch — I'd love to hear from you.