Fractional product marketing and GTM leadership for AI and enterprise software companies at an inflection point. I help founders and executive teams sharpen positioning, find the right buyers, build repeatable GTM systems, and turn strategy into execution that moves revenue.
WeWork
Diligent
Sojern
Shopkick
Arch
Ultravox
Vast.ai
beehiiv
Unacast
Venntel
Docket
Anova
Anatomy Financial
Apprentice
Wpromote
Most clients do not arrive asking for a workstream. They arrive with a situation.
Anyone can generate endless content now, and most of it says nothing, because it was written without ever talking to a customer. Buyers feel that sameness, recognize the slop, and increasingly get AI-driven recommendations before a sales conversation ever starts.
In order to differentiate yourself, and reach your target buyer, you need real customer evidence, sharp positioning, and human judgment to bring it all together.
As an AI-native operator, I build the systems, the context and the content. But the core of the work stays human: having the conversations, adjusting interviews in real time to get better answers, then putting all of the pieces together so it's useful across product, sales and marketing. That can look like messaging and positioning, case studies, interactive content, and product feedback that shapes the roadmap. Someone who knows how all those pieces fit together cannot be outsourced to AI.
I interview your customers, your prospects, and subject matter experts on your team, then turn what they say into sharper messaging and positioning, product feedback, and content to help you win.
Customers, prospects, win/loss, churned accounts, and SMEs on your team. Structured conversations to uncover actionable insights.
All conversations are synthesized into patterns: what buyers care about, how they decide, and opportunities for product or service improvement.
The findings become your story: positioning, messaging, and a narrative that gets translated across sales, marketing and the product.
Case studies, proof points, and interactive websites that support the entire customer journey, designed to fill gaps in your process and drop-offs in your funnel.
I don't hand over a deck and leave, but create deliverables that your team can own such as interactive websites and case study pages, dashboards, and the workflows and systems that manage customer feedback, content ideas, and performance over time. The research compounds because the infrastructure holding it keeps working after I'm gone. I run it as a fractional monthly program.
The opportunity is not producing more content. It is building the context, research workflows, competitive intelligence, customer knowledge, and operating rhythms that help marketing, sales, and leadership make better decisions faster. I build practical systems that:
Six different engagements turning customer and market insight into growth.
Sixteen months embedded with a pre-revenue founding team, testing positioning concepts, product directions, and audiences in market until the motion emerged that signed the first design partners.
Rebuilt hotel segmentation from an arbitrary SMB and enterprise split into five segments based on how hotels actually buy, then repositioned the platform, solutions, and GTM around them.
Ran the first formal customer research program for a $30M ARR GPU marketplace moving upmarket, and turned the interviews into five net new case studies, an ICP, and a lifecycle marketing plan.
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.
Pitched, funded, and led a global property marketing function of 15 that repositioned WeWork against traditional landlords for enterprise buyers.
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.
The workstreams behind the situations above, available inside the flagship program or as focused engagements.
Strategic narrative, category framing, and messaging frameworks tailored by audience and channel.
Market mapping, competitive intelligence, and battlecards your sales team will actually use.
Pricing structures and packages aligned to customer segments, use cases, and value delivered.
Content engines that produce launch, demand, and sales content at startup speed without sacrificing quality.
Training, collateral, and sales plays built with commercial teams, tested in real deals.
Tiered launch frameworks with clear success metrics, cross-functional ownership, and 30/60/90-day accountability.
The context, workflows, and tooling that make all of the above faster and cheaper every month.
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. I work best with founder-led and PE and VC-backed B2B companies, from high-growth startups to complex enterprise platforms, when the company needs senior GTM leadership but not a full-time executive hire.
"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
AI infrastructure and GPU cloud, voice and agentic AI, enterprise SaaS.
Workforce intelligence, location intelligence, fintech and financial operations.
Martech and agencies, creator economy, travel and hospitality technology.
Travel and hospitality tech is a personal specialty: I led product marketing at Sojern and sell luxury travel today, so I know that market from both sides of the table.
I'm a product marketing and GTM leader who helps B2B companies translate complex products into stories, systems, and commercial motions that scale.
I've spent 14+ years building and scaling marketing at B2B companies: first B2B marketing hire at Shopkick, founding member of enterprise product marketing at WeWork, where I later led a global team of 15, Senior Director at Diligent through its shift from single product to platform, and head of product marketing at Sojern through its transition into a travel marketing platform.
Since 2024 I've worked with PE and VC-backed startups as an embedded partner, and I approach every engagement with an owner's mindset: responsible for the outcome, not just the deliverable. I live in Nashville with my family.
Maybe a launch is coming, the story is not landing, inbound has stalled, or your AI initiatives are not translating into GTM output. Whatever shape it takes, bring me the problem and we will figure out the work together.