Product Marketing & GTM Consulting

I am a product marketing and GTM leader who helps B2B companies translate complex products into stories, systems, and commercial motions that scale.

Discuss a project See selected work

About Julia

Julia Hugg

I help founders and executives of AI and B2B SaaS startups who are seeking to differentiate themselves, give the right buyers the information they need to progress through the funnel, prove out impact, build repeatable GTM systems, and create lasting relationships with their customers to win and grow.

I work best when the company needs senior product marketing leadership but does not need or want a full-time executive hire. Before consulting, I built and scaled product marketing at Shopkick, WeWork, Diligent, and Sojern. Since 2024 I've partnered with PE and VC-backed teams across AI infrastructure, voice AI, data intelligence, and B2B SaaS. I live in Nashville with my family.

In-house leadership
WeWork Diligent Sojern Shopkick
Recent consulting clients
Arch Ultravox Vast.ai beehiiv Unacast Venntel Docket Anova Anatomy Financial Apprentice Wpromote

The GTM playbook has changed.

Anyone can generate content now, and most of it looks and reads the same. Buyers are confused and don't know who to trust. 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. But with leaner teams and competing priorities, the teams pulling ahead are building GTM infrastructure: shared context, repeatable workflows, and systems that improve every month.

The content chaosProblem
Same positioning
Same messaging
AI slop
Not useful
Who to trust? Target buyer Confused & mistrustful
No point of view
Same claims
No evidence
AI slop
Mostly looks and reads the same
✕ difficult to reach
The bridge to differentiationWhat I bring
01Customer evidenceProof, in their words
02Sharp positioningOne claim, held
03Human judgmentBrings it together
↓↓↓
The outputDifferentiated value proposition
→
I trust this partnerTarget buyerEngaged & trusting
GTM infrastructureThe enabler for leaner teams and competing priorities
Pillar 01Shared contextOne view of the customer · ICP · data
Pillar 02Repeatable workflowsTemplates · automated handoffs
Pillar 03Systems that improveLearn · adapt · optimize, every month
My flagship program

Voice of the customer, turned into growth

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.

01Understand
Customer, market, product, and revenue reality

Interviews

Customers, prospects, win/loss, churned accounts, and SMEs on your team.

ResultCompress cycles from months to weeks
→
02Focus
ICP, narrative, positioning, priorities, and decisions

Insight

Conversations synthesized into patterns: what buyers care about, how they decide, and where the product can improve.

ResultKeep competitive intel current and usable
→
03Build
GTM plays, enablement, content, launch systems, operating rhythms

Messaging & positioning

The findings become your story, translated across sales, marketing and the product.

ResultCreate reusable messaging and content foundations
→
04Compound
AI-enabled context, reusable workflows, measurement, and team capability

Content & product feedback

Case studies, proof points, and interactive websites that support the customer journey and fix drop-offs in your funnel.

ResultReduce repetitive GTM work and leave your team with a process they can operate after the engagement
Handover

Deliverables are built in Claude Code - then handed over to your team

Fractional monthly program

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.

Selected engagements

Six different engagements turning customer and market insight into growth.

Embedded GTM · Workforce intelligence

Arch

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.

5 design partnersand the anchor converted to a production SOW, starting from zero
Read the case study →
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
Read the case study →
Customer insights & ICP · GPU cloud

Vast.ai

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.

5 net new case studieswith landing page views up 201% after launch
Read the case study →
Segmentation & repositioning · Travel tech

Sojern

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.

+30% revenuewith ICP penetration up 133%
Read the case study →
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%
Read the case study →
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
Read the case study →

Beyond the flagship

The workstreams behind the situations above, available inside the flagship program or as focused engagements.

Positioning & messaging

Make the market story unmistakable.

ICP & customer research

Build around real buyer evidence.

Competitive playbooks

Win more of the comparisons that matter.

Pricing & packaging

Connect value, segments, and commercial model.

Content systems

Produce useful GTM content at operating speed.

Sales enablement

Give sellers a story they can use in live deals.

Launch & GTM process

Turn launches into accountable growth moments.

AI workflows & systems

Build compounding GTM infrastructure.

"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

Tell me what you're solving

Email Julia Connect on LinkedIn