FROM PUBLISHING TO AI
I’m an experienced messaging, strategy, and competitive positioning creature with a knack for untangling complex products and the matters they solve into compelling value propositions, straightforward talking points, clear-cut enablement, and sleek assets.
As Founding Product Marketing Lead at Andesite, Director of Product Marketing at Dataminr and Nacelle, and, previously, as Global Senior Product Marketing Lead at Wiley, I’ve managed messaging, positioning, competitive intelligence, strategic partnerships, sales, field and partner enablement, brand and creative strategy from GTM to lifecycle for Saas and AI-powered cybersecurity, business intelligence, and STEM research platforms.
A few years ago, I founded QP, a boutique product marketing and strategy shop helping large B2B, SaaS, and B2C organizations launch products, optimize messaging, digital strategy and reach. At QP and before as VP Content Strategy at Edelman, I worked with marquee clients like Red Hat, Waze, GE, Ford, Mars, Samsung, and Microsoft.
I started my career in digital media and publishing, as a writer and editor at ELLE, and a creative producer at MTV. Later, I switched into e-commerce and joined Barnes&Noble to work in the launch and growth of ebooks, e-readers, the international business, the Spanish-language division, and the optimization of the non-fiction vertical. As Director, International for Nook and Head of iBooks Europe at Apple, I managed publishing, go-to-market, content acquisition and partnerships in the Americas and EMEA.
At home working with cross-functional teams in sprints, boards and anywhere in between, I’m comfortable presenting to partners, sales, clients, peers, c-suites and junior talent. I thrive developing and driving strategy, workflows and process, uncovering insights via data, research and stakeholder input, identifying and reaching targets, establishing and meeting honest OKRs and KPIs.
WHAT I’VE DELIVERED
- GTM, product marketing, marketing programs, and strategic partnerships
- Messaging, narratives, and thought leadership
- Positioning, competitive landscape, win/loss analysis
- Content as product, content tools and platforms, digital reading devices and platforms
- User experience, buyer, customer and user journey optimization discovery, strategy and optimization
- International expansions, micro targeted campaigns, positioning
- Audience development, content marketing, content programs, content strategy, amplification and distribution
WHOM I’VE WORKED WITH
Developed and presented strategies, GTM, roadmaps and results to partners, clients, c-suites, tech, sales, product and business teams in:
- digital publishing, media and platforms—iBooks, Elle, MTV, Nook, Wiley Digital Archives, Blackture, BN.com
- cybersecurity, GIS, data intelligence—Dataminr, Esri, Splunk, Palo Alto, Microsoft Sentinel, Google Chronicle, IBM QRadar, Sumo Logic, Swimlane, Altana
- life sciences, STEM, research —Wiley
- technology and hardware—Apple, GE, Flex, Samsung, Microsoft, Waze
- Saas and cloud —ADP, Red Hat, AWS, Azure, Google Cloud, IpSoft, Infor, ServiceNow
- financial services —JP Morgan, Goldman Sachs, ICE, AIG, Citibank
- advertising and communications—WPP, Edelman, Barbarian
- e-commerce and retail —Barnes&Noble.com, CVS, Amazon, HEB, Shopify, iTunes
- tech, auto, manufacturing, consumer — Ford Motor Co., Daimler, Flex, Samsung, Nike, GE, Mars, Apple, CVS
Negotiated and managed partnerships, joint value propositions, content and marketing programs with:
- Saas, cybersecurity, and GIS platforms and marketplaces including Splunk, AWS, Esri, Microsoft, Google Cloud, and ServiceNow.
- social platforms like Facebook, Instagram, LinkedIn, Teams, and Twitter.
- publishers and media such as Penguin Random House, New York Times, Conde Nast, Mondadori, Harper Collins, and Hachette.
WHAT I DO
- Product marketing
- Product strategy
- Partnerships
- Messaging + competitive positioning
- Value propositions
- Targeted use cases
- ICPs, personas
- Go-to-market, roadmaps, lifecycle
- Enablement
- Content strategy, digital media, publishing, editorial brands
- Brand and style
- Competitive analysis, intelligence, win/loss
SWEET SPOTS
- Enterprise
- Startups moving upmarket
DEFINITIONS
CONTENT
An organism that expands, contracts, morphs, iterates, and permeates physical, digital, solid, and conceptual entities, objects, ecosystems, and creatures.
DIGITAL ENVIRONMENTS
Cities, towns, buildings, and spaces organized by taxonomies and connected by paths. If the navigation isn’t intuitive, it needs to change (or it becomes a labyrinth).
BUYER / USER / CUSTOMER / ICP / AUDIENCE / CONSUMER
The center, target, and focus of a healthy and functional ecosystem.
CONCEPT
The perfect beginning. Or so we think. We’ll know better when we develop it.
PRINCIPLES
I love beauty with a purpose, even if the purpose is to be beautiful.
I pursue elegance in ecosystem behavior.
I believe in editorial talent, intelligent design (of the human kind), and smart code.
METHODS AND MANNERS
Iteration
Passion
Respect
Boards
Drawings
Agile
Primary + secondary
Qualitative + quantitative
AFFILIATIONS
Product Marketing Alliance, Executive Member
Tech Ladies, proud Founding Member
Yale Publishing Course, Advisor and Lecturer (2011-2013).
Patricia Arancibia 