Marina Sundin – working as a Product Marketing Manager at Trapets
Product Marketing Managers are, amongst other duties, responsible for effectively communicating a product's value proposition to the target audience. But what does it mean to create a successful product strategy, and how does one get started in the role?
Meet Marina Sundin, a versatile marketing professional currently working as a Product Marketing Manager at Trapets.
In this interview, she shares her insights on the challenges and rewards of her position, as well as her strategies for ensuring successful product launches.
1. Tell us about yourself
I've worked in various marketing roles across different industries, including aviation, commercial real estate, and software.
I entered the software field because I was drawn to innovation and the creation of solutions that shape the future. I'm very happy with that decision, which eventually led me to Trapets.
I'm organised, communicative, and curious. I love researching topics that interest me and have the tendency to get quite nerdy.
2. What does it mean to be a Product Marketing Manager at Trapets?
It's a versatile role that sits at the intersection of different departments, including marketing, product, sales, and customer success.
I act as a bridge between different stakeholders to ensure consistent messaging and timely marketing activities of our product portfolio. I need to stay updated on customer behaviours, trends, and technology and translate that knowledge into relevant and clear messages for our audience.
For someone like me, who appreciates versatility, it's the perfect role. I get to do everything: from crafting communication to defining product messaging, participating in various, exciting projects, and constantly learning new things about our industry, customers, and products.
I also get to play a role in defining new processes and ways of working to ensure we maximise our efficiency and collaboration.
3. How do you collaborate with other teams to ensure successful product launches?
I keep close contact with other teams along the way. Being a Product Marketer inherently means you work on a cross-functional basis, and that's what's so great about the role.
It's important to establish open communication and clear responsibilities. While "breaking down silos" may sound like a cliché, it remains essential for boosting collaboration and ensuring consistency in everything we do.
4. What is a challenge you face in your role, and how do you overcome it?
Working at a technology company and not being a developer or engineer myself, it can be challenging to fully understand technical features and translate them into a language that non-technical people understand.
However, maintaining a close connection with the product team helps me overcome this challenge.