03 / Product marketing
Career Season
Drove go-to-market for three career products: a course, coaching and a community. Career Season was acquired by Leland.
- AcquiredBy Leland
- 13K+Monthly active users
- 16K+Monthly pageviews
The challenge
Students and early-career candidates can know they need help without knowing which resource fits their situation. Product marketing bridges that gap: it clarifies what a product does, who it serves, and why someone should use it now.
My role
I drove go-to-market strategy for Career Season's three products, the APM Season Course, Coaching and Community, with a focus on positioning and adoption.
How I approached it
- 01
Differentiate the offerings.
Positioned three distinct products for different needs and moments in a candidate's search.
- 02
Build reasons to engage again.
Grew engagement by improving retention loops and content-driven growth, to bring people back after their first visit.
- 03
Feed behavior back into product.
Turned behavioral data and user feedback into roadmap priorities that shipped.
Outcome
What I learned
Product marketing and product management meet in the gap between what we say a product will do and what customers actually experience. Good messaging can bring someone in; the product has to earn their return.