• Design and optimise the full PLG funnel: awareness → sign-up → activation → habit → referral. • Own self-serve onboarding so users reach their "first magic moment" in minutes, not days. • Build viral and shareable loops — referral mechanics, collaborative workflows, export/share triggers — that turn users into distributors. • Craft consumer-facing positioning: what it is, who it's for, and why it's different from every other AI tool on the market. • Coordinate with product and engineering to time releases for maximum impact, not just maximum readiness. • Identify, test, and scale the 2–3 channels that bring its best users (X/LinkedIn, Reddit, Product Hunt, Discord, newsletters, creator partnerships, app stores). • Establish tight feedback loops between users and the product team: feature requests, friction points, "why I stayed" / "why I left." • Design and run A/B experiments across onboarding, pricing pages, emails, and in-product prompts.

• Lead the product marketing team, crafting compelling messaging and positioning • Drive the development of a cohesive go-to-market strategy • Conduct market research, competitive intelligence, and analysis • Develop sales enablement playbooks, assets, and toolkits • Establish and track key metrics and success criteria • Build and maintain relationships with industry analysts, influencers, and technology partners • Lead, inspire, and develop the product marketing team

• Translate the overall product strategy and roadmap into a clear value proposition, articulating the unique benefits and advantages of Sinch's solutions by both product area and customer segment. • Work closely with product management to align marketing strategies with the evolving product landscape, ensuring a cohesive narrative that resonates with target audiences. • Lead the global revenue enablement strategy, ensuring all customer-facing teams are equipped with the messaging, content, tools, and training needed to accelerate revenue growth. • Design and implement comprehensive onboarding and continuous learning programs tailored to different GTM roles and market segments. • Partner cross-functionally with sales leadership and operations to define metrics for enablement success, tracking improvements in sales velocity, win rates, time-to-productivity, and overall GTM effectiveness. • Drive the development and communication of compelling, customer-centric positioning and messaging strategies tailored to the unique needs of our diverse routes to market. • Collaborate closely with technical teams to translate complex product features into clear, customer-centric benefits for each segment. • Lead the development and execution of comprehensive go-to-market plans, ensuring consistency across communication channels. • Collaborate with cross-functional teams to create and implement marketing campaigns that resonate with target audiences across various touchpoints and segments. • Embrace an AI-first mindset to figure out how to scale our product marketing efforts more effectively. • Conduct market research to identify industry trends, customer needs, and competitive landscapes across all CPaaS segments. • Regularly analyze key performance indicators to measure the effectiveness of marketing campaigns and adjust strategies accordingly. • Work closely with product management, sales, and other cross-functional teams to ensure alignment between product development, marketing strategies, and revenue goals. • Interact with industry analysts from organizations such as Gartner, IDC, Forrester, and others, ensuring Sinch is positively positioned within industry reports and evaluations. • Represent Sinch at leading industry events, conferences, and tradeshows showcasing our products and thought leadership.

• Owning the AI-native GTM launch • Lead the GTM strategy and execution for Unit4’s AInative architecture - a companywide, 18month initiative • Translate complex technical innovation into clear, credible economic value stories for CFOs, COOs, and CHROs • Align Product, Sales, Customer Success, and Services around a unified, revenue-focused launch • Use this launch to establish scalable GTM disciplines for future innovation • Build and lead a product marketing function that endures beyond individual launches • Shift messaging from features to outcomes and economic impact • Develop GTM playbooks, sales narratives, and competitive positioning that drive pipeline and wins • Partner closely with Product to ensure launches are market-ready and commercially sharp • Challenge launch readiness when the value story isn’t credible or provable • Integrate demonstration services into the narrative so demos deepen the story • Ensure consistency from message → demo → proof across the buyer journey • Establish demos as an ongoing commercial lever • Lead analyst relations to position Unit4’s AI capabilities as differentiated and material • Use analyst engagement to validate messaging, refine positioning, and build credibility • Treat product marketing as a revenue driver, not a content factory • Define KPIs that connect GTM execution to pipeline, win rates, and deal velocity • Partner closely with Sales to continuously iterate based on what lands—or doesn’t—in the field • Lead and develop a team of mid to senior-level professionals