Product Marketing Customer Insights
Resume:
PAMELA METIVIER
Product Marketing and Customer Insights Leader
480-***-**** ******.********@*****.*** https://www.linkedin.com/in/pamelametivier/ Scottsdale, AZ SUMMARY
Product Marketing and Insights Leader with 20+ years of experience transforming data-driven insights into actionable strategies that drive measurable business growth. Expertise spans product marketing, market research methodologies, customer insights, and advanced analytics, paired with a proven ability to launch new products and lead high-performing teams. Deep expertise in life sciences and medical device markets, with proven success in client-facing consulting roles and analytics-driven product adoption strategies. Adept at managing full product lifecycles, designing transformative solutions, and leveraging customer and market data to guide strategic decisions at the executive level. Skilled in collaborating with C-level executives and cross-functional teams to develop innovative, data-driven strategies that enhance user experiences, streamline processes, and deliver impactful outcomes. Product Strategy & Market Insights
Product Strategy & Execution, Go-to-Market (GTM), Competitive & Market Research Market & Customer Segmentation, Persona Development, Targeting, Product Demand Testing Product Positioning & Messaging, Customer Insights, Product Market Fit, Surveys, NPS Data-Driven Strategy & Analytics
Data-Informed Decision Making, KPI Tracking, OKRs, Business Case Development Big Data, Analytics-Driven Initiatives, Statistical Analysis, Data Visualization, Predictive Analytics, Data Quality, IBM Cognos, CMS Data Mining Media Analytics, Customer Journey Analytics, Adoption Forecasting, Market Modeling (including Medical Device and Pharmaceutical) Excel, Microsoft Power BI, Tableau, SQL, Google Analytics, Adobe Analytics Media Strategy & Campaign Execution
Media Planning & Buying (20+ years), Programmatic Advertising, Search Marketing (SEM/SEO), Social Media Advertising Campaign Management & Measurement, Media Mix Optimization, Attribution Modeling, Budget Management Account-Based Marketing, Audience Targeting & Segmentation, Performance Analytics, Multi-Channel Integration Marketing Technology Stack Development, Campaign Automation, Real-Time Optimization Technology & Marketing Platforms
Artificial Intelligence, Machine Learning, Generative AI, Emerging Tech Website, mobile application. and SaaS design and development; designed and developed 30+ commercial Websites, including McKesson Specialty's patient portal, Gore's Medical Mastery (elearning) site, Gore's AAA site (patient stroke awareness), Gore's Clinical Studies portal, and Jigsaw Health's ecommerce site. Google Cloud, AWS, Microsoft Azure, Co-pilot
Salesforce, HubSpot, Marketo, Pardot, Demandbase, CRM Platforms, Campaign Management & Measurement Customer Experience & Growth
Customer Journey Mapping (B2B & B2C), Buyer/User Journeys, Touchpoint Analysis, Customer Lifetime Value Optimization Product Launches, Brand Strategy, Field Sales Training, Sales Enablement, Digital & Content Marketing 20+ years experience designing, managing, and optimizing integrated marketing campaigns for dozens of clients across multiple industries Deep, hands-on experience in email marketing, social media marketing, search marketing, programmatic advertising, account-based marketing, partner/affiliate marketing, and direct mail.
Business & Product Development
Product Roadmap Development, Product Requirements Documentation, Strategic Planning, Business Development Agile, Lean, Jobs-to-be-Done (JTBD) Framework
Industry Expertise: Life Sciences (15+ years), MedTech, EdTech, B2B & B2C Marketing, SaaS, MarTech, eCommerce, Cybersecurity
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Business Impact & Achievements
Career Highlights
Built in-house Customer Insights & Marketing Analytics function at W. L. Gore (Medical Products), saving $1.9M annually and driving business intelligence for commercial growth.
Partnered with sales teams to identify market trends, cross-selling opportunities, and key customer targets to inform and execute account-based marketing campaigns; the first (pilot) campaign resulted in an increase of $11M in revenue. Utilized data-driven customer segmentation to identify and target high-potential early-career physicians (rising stars), quantifying their lifetime value at an additional $700K+ in annual revenue if acquired within five years post-fellowship. This work was used to identify targets and inform training programs. Product Champion for Emerging Technology at W. L. Gore.: 1) Developed use cases, wrote a business case, and secured buy-in from 90+ stakeholders for AI- driven predictive modeling solutions in medical imaging, protecting $1.2B in annual revenue, and 2) Designed AI-driven market research pilots, achieving
$300K in annual savings per use case.
Designed and implemented marketing tech stack and data integration systems within a 50+ year-old, multi-billion-dollar life sciences business to support performance measurement, achieving implementation approximately one year ahead of schedule. Ran a successful marketing consulting firm for 16 years, delivering actionable insights and growth strategies to 100+ B2B and B2C clients across diverse, regulated industries. Managed millions in annual media spend across client accounts, building proprietary measurement frameworks that consistently delivered above-benchmark performance and ROI optimization. Lead author of Amazon.com bestseller "Affiliate Selling: Building Revenue on the Web" (John Wiley & Sons, 2000), used in Stanford’s MBA program. Authored & published STEAMTeam 5®, a children's adventure book series inspiring young leaders in STEAM fields. Invited speaker at the United Nations (2018), sharing insights on empowering girls in STEM education. Co-founded and acted as VP, Product Marketing for two tech startups in Silicon Valley; helped raise $7M+ for the first one and bootstrapped the second one. Experience
SEMI Milpitas, CA
Product Market Fit Analyst (Short-Term Contract) 04/2024 - Present This 90 day engagement involves evaluating and validating the product market fit for a new semiconductor education platform targeting global—and especially Indian—talent pipelines.
Performed discovery with HR, IT, Marketing, and regional stakeholders; analyzed digital marketing, Shopify, and GA data to map current learner journeys. Conducted TAM/SAM/SOM sizing, jobs to be done analysis, and 40+ stakeholder interviews (HCPs, industry partners, learners). Will produced market opportunity assessment, feature recommendations, and go/no go roadmap that guided SEMI’s decision to pivot offerings and capture high growth segments.
Will design and execute MVP experiments and market tests that validated/invalidated 3 5 core market hypotheses. Will deliver a repeatable framework for ongoing customer development cycles and regional scaling strategies. The Process Fixer Tempe, AZ
Fractional Chief Marketing Officer 04/2024 - 04/2025 Spearheaded AI-driven transformation of Process Triage, modernizing this 15-year-old methodology into a predictive tool for proactive decision-making. Validated market demand through strategic product testing, optimizing service offerings based on customer insights. Designed and deployed “Pulse Reports” using Power BI to provide clients with real-time data visualization and actionable insights. Solely responsible for developing our marketing strategy; implementing CRM (HubSpot); and designing/launching email marketing, paid search (Google Ads), social media, and PR campaigns.
Revamped branding, website, and social media presence, enhancing market positioning and customer acquisition. W. L. Gore & Associates Phoenix, AZ
Enterprise Product Champion 12/2022 - 03/2024
Led Generative AI application design and implementation across multiple divisions, driving innovation and operational efficiency. Designed and launched AI pilot to streamline market research for Medical division, resulting in $300K annual savings per use case. Created business case for AI-driven “intelligent imaging” solution to protect $1.2B in revenue and mitigating a $25M/year potential loss. Engaged over 90 internal and external stakeholders to design and implement cutting-edge AI-powered customer pilots for Medical Division. Led market and competitive research efforts, influencing product positioning and demand testing for innovative, at-home imaging devices. Developed and executed targeted media campaigns to recruit clinical trial participants, utilizing data-driven audience segmentation. W. L. Gore & Associates Phoenix, AZ
Senior Director Medical Marketing Performance 12/2021 - 12/2022 Led the development of a unified marketing measurement framework, enhancing omnichannel performance tracking and optimization. Designed a sales and marketing data integration system, accelerating implementation timelines by 12 months. Delivered strategic insights for sales enablement initiatives, achieving alignment across multiple teams. W. L. Gore & Associates Phoenix, AZ
Senior Director Customer Insights & Marketing Analytics 05/2019 - 12/2021 Established an in-house Customer Insights function, saving $1.9M annually by internalizing analytics. Developed proprietary Total Market Database and applied advanced analytics models to medical procedure and market data to drive business growth. Pioneered cross-portfolio opportunities by synthesizing key customer insights, informing marketing and sales strategies. Identified $10M+ annual revenue opportunity (each year) through advanced data modeling and market expansion strategies.
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Experience
Monsoon Strategy Scottsdale, AZ
Business Owner/Partner 10/2005 - 05/2019
Founded and led a marketing strategy consultancy, delivering actionable insights and growth strategies to 100+ B2B and B2C clients across diverse industries. Reporting to C-Level execs, I performed market research, developed customer segmentation and product messaging, and developed multi-channel, integrated marketing strategies. I also identified business growth opportunities, created marketing budgets, built marketing teams, and defined KPIs for ongoing measurement.
Led media planning and buying for 50+ clients, managing annual media budgets across programmatic, search, social, and traditional channels. Built proprietary marketing technology stacks and measurement frameworks to optimize media performance, attribution, and ROI across integrated campaigns.
Engaged by PE firms and investors to evaluate growth opportunities, assess market potential, and develop actionable marketing plans for portfolio companies. Led successful launches of multiple B2B& B2C SaaS and consumer electronics products, showcased at prestigious events by IDG (DEMO) and VentureBeat. Designed and deployed online marketing campaigns leveraging multivariate testing methods to optimize ecommerce sales for an end-consumer safety device, increasing revenue by $600K within 60 days.
Designed and launched product demand tests to measure market growth opportunity for a consumer product, resulting in a Private Equity acquisition offer for a regional consumer product.
Developed switch messaging and executed marketing campaigns, that increases conversions by 60% without increasing budget; this work was featured as a social media advertising use case on Marketing Sherpa. Specialized in developing go-to-market strategies and analytics-driven adoption frameworks for regulated industries (Life Sciences, MedTech, Fintech). Clients included AXON, McKesson Specialty, W. L. Gore (Medical), drugstore.com, BioVigilant, and numerous ecommerce and early-stage tech/SaaS startups. Paul Allen's Vulcan Fund Seattle, WA
Marketing Consultant 01/2004 - 10/2004
Directed the launch of the Flipstart MiniPC, leveraging in-depth market research and comprehensive product requirement analysis to ensure a successful debut.
Developed marketing assets and managed PR for the world's first MiniPC launch. myGoals.com Palo Alto, CA
Co-Founder & VP, Product Marketing 05/2000 - 12/2005 myGoals.com was a subscription-based goal-setting site selected to launch at the prestigious DEMO conference in 2001. Garnered international recognition and media coverage from hundreds of outlets, including CNN, CNNfn, New York Times, Time, Newsweek, USA Today, Wall Street Journal, ABC News, MSNBC, CBS Early Show, NPR, BBC, and Rolling Stone. Led product positioning, go-to-market strategy, and user acquisition efforts, driving growth in subscriptions and industry acclaim. Clip2.com Palo Alto, United States
Co-Founder & VP, Product Marketing 1998 - 2000
I co-founded Clip2.com, one of PC Magazine's Top 100 sites. Led product marketing at one of the first social bookmarking companies, which evolved into a peer-to-peer networking platform. We raised $7M+ in VC funding from Greylock and Weiss, Peck & Greer. Vantive (acquired by PeopleSoft, then Oracle) Santa Clara, United States Senior Technical Writer 1997 - 1998
Authored technical design documents and end-user manuals for VanWeb, a leading enterprise CRM software solution. Transitioned to Web Development Manager role, contributing to the evolution of web-based CRM products that drove commercial success. Collaborated with cross-functional teams to ensure product documentation supported effective go-to-market strategies. Education
Stanford University Palo Alto, CA
Completed "Business Planning for Startups" Program Wharton Executive Education Santa Clara, CA
Completed "Strategic Marketing and Business Planning" Program Oklahoma State University Oklahoma City, OK
B. S. Technical Writing
Certifications
Certified Product Marketing Manager (CPMM) Product Marketing Alliance (PMA) Exec+ Certified Product Marketing Leader Product Marketing Alliance (PMA) Process Triage Facilitator Certification The Process Fixer
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