Product Marketing Manager
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Strategic Product Marketing Manager with 7+ years owning segment GTM strategy, channel enablement, and performance tracking across private insurance, public utilities, and D2C tech scale-up environments. Proven track record defining customer personas, crafting differentiated value propositions, and activating cross-channel programmes that drive acquisition and retention. Experienced delivering full-funnel performance reporting, tracking revenue and churn metrics, and partnering cross-functionally with Product, Sales, and Growth to surface bottlenecks and act on insights.
Eligible to work in France and Canada.
PRODUCT MARKETING MANAGER │ Pictarine - Labège, France · B2C Photo Printing Tech Dec 2025 – present
– Owned segment GTM strategy for Photo Book (D2C); tracked weekly performance including retention rates, AOV, channel acquisition metrics, and revenue to surface growth and funnel bottlenecks and iterate on strategy.
– Partnered with UX Research on JTBD discovery, win-loss analysis, and AI market opportunity scoping; translated market and user insights into differentiated value propositions and positioning that shaped product roadmap.
– Designed pricing-led promotional strategy through competitive analysis; campaign achieved record annual sales, increased AOV by 15%; informed product roadmap workshops to quickly improve CSAT by 12%, and reduce refund rate by 33%.
DIGITAL MARKETING MANAGER │ Pacific Blue Cross - Burnaby, Canada · B2C/B2B Insurance Jan 2024 – Nov 2024
– Owned monthly full-funnel digital performance reporting to Marketing Director and SVP; conducted quarterly win-loss teardowns with Sales to surface customer insights and directly inform campaign strategy and channel prioritization.
– Built segment-specific landing pages for personal health and travel product lines; owned monthly newsletter to 1,500+ B2B travel brokers and supported corporate newsletter across 400,000+ members and 15,000 employer groups.
– Activated GTM across SEM agencies, paid media, digital display, and CRM — reducing digital CAC by 50% in the travel vertical, achieved 25% conversion rate on Member Profile adoption campaign, grew Group Conversion plan lifecycle marketing program conversions by 25%.
– Identified product cannibalization risk through shelf pricing teardown; restructured pricing and packaging to protect new product revenue — recommendations adopted by senior leadership.
ASSISTANT MARKETING MANAGER │ Pacific Blue Cross - Burnaby, Canada · B2C/B2B Insurance Dec 2021 – Dec 2023
– Developed customer personas for Personal Health Insurance segment; ran structured win-loss analysis with Sales on B2B renewals, retaining 3 of 4 major accounts
– Built OKR-aligned GTM workflows (Airtable) saving 200+ hours annually.
PRODUCT MARKETING CONSULTANT │ BC Hydro - Vancouver, Canada · Provincial utility Feb 2018 – Dec 2021
– Interviewed 100+ retail staff across programme locations to gather product feedback and surface improvement opportunities; insights directly informed programme design, campaign strategy, and field team training.
– Coordinated provincial-wide retail kit production for 300+ big-brand retail stores (eg. Home Depot, London Drugs) with external agencies; managed co-branded campaigns with retail partners and municipalities across paid digital, OOH, social, PR, field, and customer support channels.
– Tracked residential sign-up rates and cost per acquisition for B2C energy programmes; conducted market analysis and customer segmentation to identify growth opportunities — cutting CPA by 50%.
BUSINESS DEVELOPER │ PressReader - Richmond, Canada · B2BC Digital Media Platform Jul – Oct 2017
– Delivered 10+ live B2B SaaS product demonstrations; synthesised product-market fit analysis on pricing and service delivery gaps for the CEO, informing acquisition strategy in untapped verticals.
BACHELOR OF BUSINESS ADMINISTRATION, MARKETING | Capilano University, Vancouver
Honours; 5+ academic scholarships; semester exchange — EM Normandie, France.
CERTIFICATES & TRAINING
Product Management Certificate, BrainStation | ProductBC Mentorship Program | IAB Digital Media Buying & Planning | Google Analytics
