Product Marketing & GTM Consulting

I build modern GTM engines for AI and B2B SaaS companies.

14+ years of product marketing across startups from pre-seed to growth stage. I work embedded with founders and executive teams at PE and VC-backed companies, Series A through C, with AI operationalized through every workflow I touch.

Email Julia Connect on LinkedIn

The GTM playbook has changed.

Buyers shortlist vendors through AI answers before they ever land on your website. Outbound only works when it is timed to real buying signals. Content that used to take a team a quarter now takes a well-built system a week. The companies pulling ahead treat go-to-market as infrastructure that compounds: shared context, repeatable workflows, and tooling that makes every function faster each month.

Most teams are retrofitting AI onto a playbook written in 2019. I build the modern motion natively. The fundamentals product marketing has always required, customer research, sharp positioning, and disciplined execution, delivered through AI-powered systems that compress research cycles from months to weeks and keep working after I leave.

What I do

I cover the full product marketing spectrum and plug in wherever the business needs it most. Every engagement is embedded: I work as a strategic extension of your team, usually 10 to 12 hours a week on a monthly retainer with a three-month minimum.

Positioning & messaging

Strategic narrative, category framing, and messaging frameworks tailored by audience and channel.

ICP & customer research

Customer interviews, win/loss analysis, segmentation, and ICP development grounded in what buyers actually say.

Competitive playbooks

Market mapping, competitive intelligence, and battlecards your sales team will actually use.

Pricing & packaging

Pricing structures and packages aligned to customer segments, use cases, and value delivered.

Content systems

Content engines that produce launch, demand, and sales content at startup speed without sacrificing quality.

Sales enablement

Training, collateral, and sales plays built with commercial teams, tested in real deals.

Launch & GTM process

Tiered launch frameworks with clear success metrics, cross-functional ownership, and 30/60/90-day accountability.

AI operations for GTM

The context layers, workflows, and tooling that make all of the above faster and cheaper every month.

In-house leadership

WeWork Diligent Sojern Shopkick

Recent consulting clients

Ultravox Vast.ai beehiiv Unacast Venntel Docket Anova Anatomy Financial Apprentice Wpromote

Selected work

Five projects, five different points on the product marketing spectrum. Each one built something the team still runs on.

Embedded GTM · Workforce intelligence

Arch

Sixteen months embedded with the founding team: the positioning system, the GTM engine, and client engagement lead on both enterprise accounts that carried the company's revenue.

$6M+ documented valuedelivered for one enterprise client in a single quarter

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Strategic narrative · Voice AI

Ultravox

Built the strategic narrative, messaging frameworks, and content engine for an open-source voice AI platform, then translated it into a website revamp and flagship case study.

+45% qualified leadsin the first 60 days post-launch

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Customer insights & ICP · GPU cloud

Vast.ai

Ran the first formal customer research program for a $30M ARR GPU marketplace moving upmarket: interviews, segmentation, ICP, case studies, and a lifecycle marketing plan.

+333% lead submissionsquarter over quarter after inbound optimization

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New GTM function · Enterprise

WeWork

Pitched, funded, and led a global property marketing function of 15 that repositioned WeWork against traditional landlords for enterprise buyers.

$50M incremental revenuewith total contract value up 30%

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Launch process · Enterprise SaaS

Diligent

Designed an outcome-driven, tiered product launch framework and ran the first Tier 1 release through it, with metrics and ownership defined before launch day.

30/60/90/120-day targetsaccountability built into every launch since

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What it's like to work with me

"Julia is one of the highest-performing members of the Marketing team, respected by her peers and her partners alike. She drove several strategic initiatives that have contributed to meaningful business outcomes, and built mutually-beneficial partnerships across various functions, from Enterprise Sales and Strategy to Central Growth to Technology."

Indy Sen · VP of Product Marketing, WeWork

[Testimonial from Jake or Eleanor at Arch - Julia is collecting]

[Name] · Arch

[Testimonial from Dave or Gina - Julia is collecting]

[Name] · Sojern

[Testimonial from Scott - Julia is collecting]

Scott [Last name] · [Title, company]

Where I go deep

Product marketing fundamentals transfer across markets, and I have gone deep in a few of them.

AI infrastructure & GPU cloud Voice & agentic AI Data & location intelligence Creator economy SaaS Workforce intelligence Fintech & financial operations Martech & agencies Travel & hospitality tech

Travel is a personal specialty: I led product marketing at Sojern, the travel marketing platform, and I advise in the travel industry today. If you are building a travel platform or brand, I speak both languages.

About

I have spent 14+ years building and scaling product marketing at B2B companies. I was the first B2B marketing hire at Shopkick and built the function through acquisition. At WeWork I was the founding member of enterprise product marketing as that business grew from 15% to 45% of revenue, and I later pitched and led a global property marketing team of 15. At Diligent I led the product marketing shift from a single product to a multi-product governance platform, and at Sojern I led the product marketing team through the company's transition into a travel marketing and data platform.

Since 2024 I have consulted with PE and VC-backed startups across AI infrastructure, voice AI, data intelligence, and B2B SaaS, working directly with founders and executive teams as an embedded partner. I approach product marketing with an owner's mindset: responsible for the outcome, not just the deliverable.

I live in Nashville with my family.

Let's talk

If you are building something in AI or enterprise software and need a marketing partner who can move fast, think systemically, and execute at a high level, I would love to hear from you.

Email Julia Connect on LinkedIn