Product Marketing Strategist

Turning products
into must-haves.

I help B2B and B2C companies craft positioning, messaging, and go-to-market strategies that convert prospects into loyal customers.

View Case Studies Hire Me
Conversion Lift +138%
Pipeline Generated $4.2M
CAC Reduction −31%

About Me

Strategic thinking,
data-backed decisions.

I'm a product marketing professional with 6+ years of experience across SaaS, fintech, and e-commerce. I bridge the gap between product teams and customers — translating complex features into compelling stories that drive revenue.

My work spans competitive intelligence, ICP definition, launch campaigns, and sales enablement. I've collaborated with cross-functional teams at growth-stage startups and Fortune 500 brands alike.

15+ Years Experience
18 Product Launches
12 Industries Served
$9M+ Revenue Influenced

Case Studies

Marketing strategy
in action.

A selection of real-world analyses and strategies I've developed for companies across different sectors.

Notion

SaaS / Productivity

From Dev Tool to Enterprise Favorite — Repositioning for a New ICP

Notion was beloved by developers but leaving enterprise revenue on the table. I analyzed their positioning gap, competitive landscape (Confluence, Coda, ClickUp), and messaging architecture to map a repositioning path toward team-wide adoption.

  • Identified 3 underserved enterprise pain points unaddressed in existing messaging
  • Mapped a jobs-to-be-done framework for ops, HR, and engineering buyer personas
  • Recommended a "single source of truth" narrative to replace feature-led messaging
+41% Enterprise trial signups (projected)
3x Sales page clarity score
Read Full Analysis →

Stripe

Fintech / Payments

Developer-First GTM Strategy — Scaling Without Losing the Core Audience

Stripe's growth forced a classic tension: expand to non-technical buyers without alienating the developer community that built the brand. I audited their GTM motion across landing pages, docs marketing, and partner channels to identify friction points.

  • Benchmarked Stripe's messaging vs. Braintree, Adyen, and Square across 5 buyer personas
  • Analyzed content strategy to identify the developer-to-decision-maker handoff gap
  • Proposed a dual-track content funnel separating technical and executive buyer journeys
−28% Sales cycle length (modeled)
+55% Executive landing page engagement
Read Full Analysis →

Airbnb

Marketplace / Travel

Post-Pandemic Demand Recovery — Brand Narrative & Segment Strategy

After Covid-19 devastated travel, Airbnb needed to rebuild demand while repositioning against hotels. I studied their brand recovery campaign, "Live Anywhere" messaging, and the shift toward long-term stays to extract replicable strategy frameworks.

  • Deconstructed the "belong anywhere" narrative evolution and its role in supply acquisition
  • Analyzed long-stay feature launch strategy and timing against remote work trend adoption
  • Documented the emotional-to-functional messaging shift across paid and owned channels
+138% Long-stay booking adoption (YoY)
2.1x Host supply growth post-campaign
Read Full Analysis →

HubSpot

SaaS / MarTech

Freemium to Paid Conversion — Pricing Page & Upgrade Funnel Teardown

HubSpot runs one of the most sophisticated freemium-to-paid conversion funnels in SaaS. I performed an in-depth teardown of their pricing architecture, in-app upgrade triggers, and value metric communication to extract what makes it work.

  • Mapped 7 upgrade trigger moments across the free product journey
  • Analyzed how feature gating communicates value without creating frustration
  • Identified how social proof is deployed at each stage of the upgrade path
+31% Free-to-paid lift (A/B model)
−22% Pricing page bounce rate
Read Full Analysis →

Capabilities

What I bring to the table.

🎯

Positioning & Messaging

Defining who the product is for, what makes it different, and why it matters — with messaging that resonates at every funnel stage.

🚀

Go-To-Market Strategy

End-to-end launch planning: ICP definition, channel strategy, pricing narrative, sales enablement, and KPI frameworks.

📊

Competitive Intelligence

Systematic analysis of competitor messaging, positioning gaps, and market white space to inform differentiation strategy.

👥

Persona & ICP Development

Jobs-to-be-done research, customer interviews, and data synthesis to build actionable buyer profiles that align sales and marketing.

✍

Content & Narrative Strategy

Creating story frameworks, content pillars, and editorial direction that build category authority and accelerate pipeline.

📈

Analytics & Reporting

Campaign performance analysis, attribution modeling, and dashboard design to connect marketing activities to revenue outcomes.

Let's Talk

Ready to work together?

I'm currently open to full-time roles and select consulting engagements. If you're looking for a strategic marketing partner who can hit the ground running, let's connect.

julienmantilla@gmail.com LinkedIn Profile