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.
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Research and analysis (Voice ofcustomer, Win/Loss, focus groups,surveys, message testing andoptimization)
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Audience segmentation, positioningand messaging
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GTM strategy and execution
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Product, solutions and service messaging and positioning
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Sales enablement
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Content development
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Direct and cross-functional team leadership
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CLTV optimization and campaign orchestration
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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
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Market, customer and competitive research
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ICP development and segmentation.
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Go-to-Market strategy, competitive positioning, messaging and campaign development
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Cross-team alignment and collaboration
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Content development for both sellers and marketing campaigns
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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.
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Market, customer and competitive research
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ICP development and segmentation.
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Go-to-Market strategy, competitive positioning, messaging and campaign development
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Cross-team alignment and collaboration
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Content development for both sellers and marketing campaign
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Competitive Intelligence program oversight.
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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. ​
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Market, customer and competitive research
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ICP development and segmentation.
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Go-to-Market strategy, competitive positioning, messaging and campaign development
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Cross-team alignment and collaboration
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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.
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Market, customer and competitive research
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ICP development and segmentation.
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Go-to-Market strategy, competitive positioning, messaging and campaign development
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Cross-team alignment and collaboration
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Content development for both sellers and marketing campaign
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Demand generation
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Competitive Intelligence program oversight.
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Sales enablement redesign and sustainment
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New Product Introduction leadership
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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 .
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Market, customer and competitive research
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ICP development and segmentation.
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Go-to-Market strategy, competitive positioning, messaging and campaign development
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Cross-team alignment and collaboration
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Content development for both sellers and marketing campaign
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Demand generation
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Channel partner marketing leadership
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Sales enablement redesign and sustainment
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Product roadmap
Other Experience
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Equation (now part of nThrive - VP of Marketing
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CaptureRx (Health IT and services) – VP of Marketing
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3M Health Information Systems –Marketing Mgr. (Overseeing all aspects of marketing for a suite of software and services)
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Emery Telcom – Director of Marketing
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Boeing – Communications Principal (Public relations, media, crisis communications., marketing communications)
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WGBA-TV and KHLS-TV - On-air Journalist
Skills
Head of Marketing and Product Management
Accolades
01.
Leadership award
SailPoint Technologies
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02.
Employee of the Year
KLAS Enterprises
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03.
(2) Leadership awards
(2 consecutive years)
3M Health Information Systems
04.
(4) Marketing awards
Intl. Assoc. Business Communicators
05.
(4) Marketing awards
APEX
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