Fractional Product Marketing Management
Phone 801-554-5112
Larry P. Salazar
PRODUCT MARKETING TRAILBLAZER, ACCELERATING GROWTH AND IMPACT
Highly accomplished marketing executive with a proven track record of driving growth and optimizing customer lifetime value. Demonstrated success in developing growth strategies, GTM plans, launching products, enhancing customer acquisition, streamlining processes, and leading cross-functional teams. Adept at leveraging market insights and competitive intelligence to drive revenue growth.
-
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
