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Larry P. Salazar

PRODUCT MARKETING TRAILBLAZER, ACCELERATING GROWTH AND IMPACT 

Highly accomplished B2B product marketing executive with a proven track record ofdriving growth and optimizing customer lifetime value. Demonstrated success in developing GTM strategies, launching products, enhancing customer acquisition, streamlining processes, and leading cross-functional teams. Adept at leveraging market insights and competitive intelligence to drive revenue growth. 

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Urban
  • Research and analysis (Voice ofcustomer, Win/Loss, focus groups,surveys, message testing andoptimization)

  • Audience segmentation, positioningand messaging

  • GTM strategy and execution

  • Product, solutions and service messaging and positioning

  • Sales enablement

  • Content development

  • Direct and cross-functional team leadership

  • CLTV optimization and campaign orchestration

  • Prioritization and budgeting

Work Experience

Head of Product Marketing

Lendio

Fintech leader providing AI SaaS solution for SMBs and financial institutions

​End-to-end ownership of Product Marketing, from visioning to strategy and execution 

  • Market, customer and competitive research

  • ICP development and segmentation.

  • Go-to-Market strategy, competitive positioning, messaging and campaign development

  • Cross-team alignment and collaboration

  • Content development for both sellers and marketing campaigns

  • Sales enablement

Head of Product Marketing

HealthEquity

Health and wealth benefits HSA, FSAs, investment funds (B2B, B2B2C)

End-to-end ownership of Product Marketing, from visioning to strategy and execution. 

  • Market, customer and competitive research

  • ICP development and segmentation.

  • Go-to-Market strategy, competitive positioning, messaging and campaign development

  • Cross-team alignment and collaboration

  • Content development for both sellers and marketing campaign

  • Competitive Intelligence program oversight.

  • Sales enablement redesign and sustainment 

 

Executive Director of Product Marketing

Kaplan

The worldwide leader in educational solutions and exam preps marketed to students and educational institutions (B2B, B2B2C, B2C audiences)

​End-to-end ownership of Product Marketing and Demand within the Healthcare vertical,from visioning to strategy development and execution. ​

  • Market, customer and competitive research

  • ICP development and segmentation.

  • Go-to-Market strategy, competitive positioning, messaging and campaign development

  • Cross-team alignment and collaboration

  • Content development for both sellers and marketing campaigns

KLAS Enterprises

Health IT Research/analyst and BI/analytics firm and 

professional services for healthcare provider orgs and health IT solutions providers 

End-to-end ownership of Marketing (Branding, demand, channels, product marketing) and Product Management from visioning to strategy and execution. 

  • Market, customer and competitive research

  • ICP development and segmentation.

  • Go-to-Market strategy, competitive positioning, messaging and campaign development

  • Cross-team alignment and collaboration

  • Content development for both sellers and marketing campaign

  • Demand generation

  • Competitive Intelligence program oversight.

  • Sales enablement redesign and sustainment 

  • New Product Introduction leadership

  • Product development and enhancement management 

Sr. Product Marketing Mgr./Vertical Markets Lead 

SailPoint Technologies

B2B cybersecurity, AI and privacy software and SaaS 

solutions firm marketing to key vertical markets including Healthcare, Edu., Gov., etc.) 

End-to-end ownership of product marketing for vertical markets, from visioning to strategy and execution . 

  • Market, customer and competitive research

  • ICP development and segmentation.

  • Go-to-Market strategy, competitive positioning, messaging and campaign development

  • Cross-team alignment and collaboration

  • Content development for both sellers and marketing campaign

  • Demand generation

  • Channel partner marketing leadership

  • Sales enablement redesign and sustainment 

  • Product roadmap

Other Experience

  • Equation (now part of nThrive - VP of Marketing

  • CaptureRx (Health IT and services) – VP of Marketing

  • 3M Health Information Systems –Marketing Mgr. (Overseeing all aspects of marketing for a suite of software and services)

  • Emery Telcom – Director of Marketing

  • Boeing – Communications Principal (Public relations, media, crisis communications., marketing communications)

  • WGBA-TV and KHLS-TV - On-air Journalist 

Skills

Head of Marketing and Product Management

Accolades

01.

Leadership award
SailPoint Technologies

02.

Employee of the Year
KLAS Enterprises

03.

(2) Leadership awards 

(2 consecutive years)

3M Health Information Systems

04.

(4) Marketing awards

Intl. Assoc. Business Communicators

 

05.

(4) Marketing awards

APEX

Get in Touch

801-554-5112

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