How to become a strategic PMM

In this episode, I speak with Haya Barlas, Head of Product Marketing at JustGiving.
Haya shares her diverse career journey, including roles in sales, freelancing, and marketing, and emphasizes the strategic importance of product marketing. She advocates for an insights-led approach, transforming data into actionable insights to drive business success. The discussion highlights the need for collaboration across teams and addresses challenges like imposter syndrome. Haya concludes by encouraging listeners to embrace insights and collaboration in their roles.

Haya's Current Role (00:01:26)  

Background in Sales and Marketing (00:03:34)  

Transition to Freelancing (00:06:25)  

Interest in Sustainability (00:07:40)  

Defining Product Marketing (00:14:29)  

B2B vs. B2C Product Marketing (00:15:39)  

Current Responsibilities at JustGiving (00:17:27)  

Positioning as Strategic Individuals (00:19:56)  

Insights-Led Approach (00:21:20)  

The Importance of Strategic Insights (00:23:34)

Market Intelligence Framework (00:24:57)

Understanding Product Intelligence (00:26:32)

Competitive Intelligence Action Steps (00:29:15)

Utilizing Internal Resources (00:31:11)

Addressing Imposter Syndrome (00:32:43)

Measuring Insights-led Success (00:34:36)