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44: Product Marketers: The Arbiters of Customer Experience - with Christina Lord, Head of Product Marketing at SafetyCulture
Episode 4420th December 2023 • Women in B2B Marketing • Podcast Host: Jane Serra, 15+ years in B2B marketing across all industries from SaaS to Marketing Agencies and International Outsourcing.
00:00:00 00:48:31

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In this episode of Women in B2B Marketing, host Jane Serra interviews Christina Lord, Head of Product Marketing at SafetyCulture. Christina shares her career journey from customer success at Shopify in Canada to product marketing in Australia. She discusses the crucial role of product marketing in successful companies, emphasizing the importance of customer understanding, internal communication, and cross-functional collaboration.

Christina and Jane discuss:

  • Christina's career path, starting in Canada and transitioning to Australia
  • how product marketing combines technical aspects with storytelling and customer advocacy
  • the importance of strong internal communication and alignment in telling the company's story and vision
  • the need for product marketing to collaborate and align with every division in the company, including marketing, product, and design
  • challenges and opportunities of adopting a mobile-first approach in product marketing
  • avoiding miscommunication to ensure a smooth product launch
  • effective stakeholder management for collaboration and progress
  • measuring success in product marketing
  • the small but growing community of product marketers in Australia and the development of product marketing as a profession
  • building global relationships within a company and exploring sponsorship opportunities

Key Links:

Guest: Christina Lord -

Host: Jane Serra -