Yvette Bassan

Skills

product led growth, product marketing, growth marketing, product launch, cross-functional partnership, content strategy and messaging development, product positioning, people management, team building, B2B marketing, B2C marketing, enterprise sales, SMB, self-service, consumer tech

About

Inquisitive, customer-centric marketing leader with 15+ years of experience in product and customer marketing, spanning B2B SaaS and B2C consumer tech. Passion for applying my marketing prowess to new industries, with expertise in developing differentiated positioning, driving growth through effective Go-To-Market (GTM) strategies, and improving end-to-end funnel conversion through expertly-crafted persona messaging, grounded in data-driven insights and competitive intelligence.

Why am I so passionate about Product Marketing? Because the craft of product marketing has the unique advantage of impacting the entire customer lifecycle and delivering outsized value to cross-functional partners (from product and design to growth, sales, and CX teams) when executed with skill and a genuine focus on customer needs.

My approach begins with research to uncover critical customer insights and market intel, informed by both data and customer empathy, to develop tailored messaging and positioning. I bring an inquisitive lens to ensure we are solving customer pains in a unique and differentiated way. I serve as a thought partner to product and design, ensuring the Voice of the Customer is not only influencing our product roadmap, but the guiding force throughout the product development process. Upon launch readiness, I lean into my creative and strategy skills to develop memorable marketing campaigns and effective GTM motions that drive tangible acquisition, monetization, and customer retention -> the ingredients for any sustainable business.

Taking shortcuts to understand your customers, missing the mark of your messaging, and offering non-differentiated value is a risk an effective PMM leader won't let you take. If you're aligned to this thesis, let's connect.