Priscilla Ribeiro - Head of Product Marketing, LG lugar de gente

Head of Product Marketing @LG lugar de gente

Marketing DirectorMarketingConsultingAdvisorCustomer Researcher

Hi, I’m Pri! Head of Product Marketing with an MBA in Business Management and 13 years of experience in Product Marketing Management, Customer Marketing, Growth, Lifecycle Marketing, Research, ICP, and buyer persona development. Throughout my career, I've built and managed Product Marketing and Customer Marketing teams for large B2B and B2C companies across various industries, collaborating closely with Sales, Product, Customer Success, and Marketing teams. I’ve worked on projects I’m truly proud of! I help companies build and scale Product Marketing teams, guiding them to achieve impactful results.

AfyaProduct Marketing & Customer Lifecycle Manager

Jun. 2022 - Dec. 2023Product Marketing ▹Established and structured the first Product Marketing team, strategy, OKRs, and culture, hiring and leading a team of nine; ▹Developed a strategic Product Marketing plan aligned with company objectives, leveraging market opportunities to guide initiatives and roadmap; ▹Led strategic research on competitive analysis and customer insights (personas, pricing sensitivity, Jobs to be Done), influencing the product roadmap, sales enablement and the company strategies ▹Developed and iteratively refined the Ideal Customer Profile (ICP) and customer segmentation by use case, optimizing targeted marketing efforts * Insights drove actionable outcomes across teams, reinforcing Product Marketing's role and authority; ▹Defined product messaging and positioning around customer pain points; created a communication guide for consistency across all touchpoints; * Boosted SaaS conversion rates from 13% to 21% with improved homepage messaging ▹Led product packaging and pricing strategie, including a new initiative projected to add +$1MM in B2C revenue; ▹Managed go-to-market strategies for new features and product launches, driving in incremental revenue; ▹Designed B2B monetization strategies, adding +$10MM in revenue through advertising; ▹Fostered partnerships with Sales, Product, and Marketing, ensuring alignment with customer needs and strategic objectives Customer Lifecycle ▹Led the Customer Lifecycle team, overseeing strategies to drive activation, engagement, retention, monetization, and loyalty; ▹Aligned with stakeholders for strategic customer communications that balance team and client needs; ▹Established governance for roles and responsibilities across Sales, Customer Success, Product, and Marketing in customer interactions; ▹Built a data-driven framework for each stage of the customer lifecycle with the product.

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