Cristian Halati

Product Marketing Manager with 6+ years across regulated digital products, B2B2C platforms and B2B media. I've led positioning, GTM and sales enablement for new products, using customer and commercial insight to sharpen narratives, drive adoption and shape product priorities.

Marketing Manager at Hacking Work (2025-02 – Present)

B2B workplace and leadership media brand

• Generated 4.2M+ views across three integrated campaigns and owned strategy, briefing, asset development and distribution across website, newsletter, social media and video.
• Built sponsor-facing positioning, pitch decks and campaign proposals that translated audience insight into clear commercial value for B2B partners.
• Led positioning and content for an insurance partner campaign, translated plan benefits into targeted video, social media and newsletter messaging and reported results back to the partner.
• Used partner feedback and campaign data to refine propositions and messaging across successive launches.

Product Marketing Manager at JournalAI Studios (2023-11 – 2025-01)

AI-powered journaling and wellbeing platform

• Led the repositioning and relaunch of the product after identifying distinct user groups via customer interviews and competitor research, then reframed the proposition around "The Journal That Understands You"; MAU grew 37%.
• Reduced first-value drop-off by 31% after funnel analysis identified a major onboarding friction point; partnered with Engineering to improve the journey.
• Increased feature engagement by 29% through experiments across gamification, push notifications and in-app messaging.
• Used customer behaviour and adoption data to refine messaging, feature communication and the path from trial to paid.

Product Marketing Manager at Phlo Digital Pharmacy (2021-06 – 2023-11)

Regulated digital pharmacy and API-led healthtech platform

• Led GTM strategy for 6+ regulated products and features across NHS Login, Push Notifications and Auto-Delivery, with ownership of positioning, launch plans, customer communications and post-launch optimisation.
• Identified pharmacist-led support as an underused differentiator in a delivery-speed-focused market and repositioned Phlo around "More than a delivery service, an entire pharmacy in your pocket."
• Equipped Phlo Connect's commercial team with one-pagers, pitch decks, case studies and partner messaging for B2B2C sales conversations and partner adoption.
• Used customer feedback, support insight and behavioural data to identify adoption barriers and feed recommendations back to Product.
• Increased patient retention by 43% after SQL and cohort analysis identified onboarding friction; presented the evidence to senior leadership and partnered with Product and Engineering on a new onboarding step.
• Used behavioural segmentation to identify higher-value patient groups and sharpen targeting; average basket size increased by 34%.

Marketing Executive at Phlo Digital Pharmacy (2019-09 – 2021-06)

Regulated digital pharmacy and API-led healthtech platform

• Joined as Phlo's first marketing hire; built CRM, lifecycle and patient communications from a blank slate.
• Grew organic traffic to 25,000 monthly visits through SEO-led healthcare content and backlink partnerships.

BSc in Pharmacology – University of Glasgow (2016 – 2020)