Messaging and Positioning.

Amber Collins excels in crafting value-based messaging that resonates with target audiences, leveraging her expertise in persona building and customer discovery to create compelling product narratives. Her approach to product marketing emphasizes solving customer pain points, as evidenced by her ability to refine personalized messaging for different customer segments at Annex Cloud. Through comprehensive competitive analysis and use case development, Amber positions products effectively in the market, highlighting their unique benefits and value propositions.

Use Cases & Value Propositions

Customer Discovery

Persona Building

Competitor Research

Watch CX Anonymous

Content.

Amber has been ideating and producing content since 2015 as a Digital PR and Social Media Specialist. Her approach to content creation is a “spider web” of multiple formats, placements, and subtopics that creates robust content calendars. She created and hosted an original web show called CX Anonymous, a show about how to get buy-in, create a company culture, and more for the doers. She wanted the content to be valuable to buyers who are in and out of market so Annex Cloud would be top of mind. In the past year she has hosted 9 Loyalty Program Slams and 8 CX Anonymous shows. She loves to be hands on and creative with content. She has written several partner solution overviews, JVPs, press releases, scripted videos, articles, and other marketing collateral for Annex Cloud.

Watch Loyalty Program Slam

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Channel Strategy

Partner Strategy

Segmentation

Product Education

Go-To-Market Strategy.

GTM is one of Amber’s favorite functions in product marketing because she enjoys examining and figuring out what customers care about and where they get their information from to understand how they buy. This puzzle yielded a 6-month Go-To-Market strategy for Annex Cloud’s coveted Endorsed App status in collaboration with SAP. Her main focus was: Alignment on the strategy Joint effort content production Enablement of internal stakeholders Distribution of product content Feedback from the market Capitalizing on momentum Like her content spider webs, each touchpoint drove the buyer to the next message.

People

Process

Technology

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Amber’s Management Approach

As a team leader and invididual contributor, Amber focuses on utilizing and optimizing:

People.

Great marketing leaders invest in their team's potential. By creating opportunities for skill-building and personal development, Amber is proud to help team members grow into more complex roles. This approach allows the her to focus on strategic initiatives while empowering team members to take on increased responsibilities. She has managed her team and many more whom she did not have authority over through leading cross-functional projects including GTM strategies, RFP responses, major feature releases, and demand gen events.

Strategic Planning

Delegation

Leadership

Communication

Process.

Amber is known for solving friction and bottlenecks through renewed processes that focus on strengths, ownership, transparency, and consensus. Through tri-weekly stand-ups, she was able to increase the content production at Annex Cloud by 150%, producing 35 pieces of various marketing collateral in under 6 months with a team of 5. She is adept at seeing the bigger picture, bringing people along, and adapting to changes.

Technology.

Having started her career as an IT Specialist, Amber has a range of technology skills and is naturally a systems thinker. She has built data models, mapped technology to customer touchpoints, streamlined reporting, leveraged AI, and is comfortable speaking with IT buyers. Her background in technology makes her well suited for SaaS product marketing.

Miller Zell. a professional services design and build firm hired Amber as the Sr. Product Marketing Manager in June 2019. She took charge of content production, CRM and SEO to implement an ABM strategy that focused on 5 verticals. She created and trained sales on vertical-based playbooks, working closely with strategy to validate messaging and use cases. She was later promoted to Sales Enablement Manager for her ability to identify and translate customer needs to use cases and value propositions while supporting both sales and marketing with her insights. Identified $10M in whitespace opportunities and connecting pipeline data to $75 million sales quota

Annex Cloud, Enterprise SaaS loyalty program management hired Amber in Summer 2023 to join a team of savvy B2B marketers. She became the Head of Marketing after leading several cross-functional projects including: SAP Endorsed App GTM Emarsys Native Integration GTM Role-based & Industry-based playbooks SEO Glossary Loyalty Lounge Media Destination During her time as time lead, she garnered both internal and external results: 150% increase in content production 200% increase of keywords on the first page 90% increase in “Request a Demo” leads within ICP 150% increase in MQL conversions

Amber’s Work

Laine London's first of it's kind rental bridal boutique located in Atlanta, GA needed to bring their unique business model to a larger market. After conducting first party customer discovery using the Jobs to be Done framework, 3 personas became the foundation for product marketing. Amber mapped the 18-month bridal journey before, during, and after the bridal dress decision to identify opportunities to create educational content. Amber also onboarded growth and paid media agencies to further amplify and validate the content pillars. Modeled the strategy, forecast and growth roadmap from $600K in revenue to $1.2M Delivered a personalized customer experience and messaging, increasing close rates by 10% and reducing appointment durations by 20%

SRP Lending needed to position themselves in the market against competitors to prepare for rising interest rates. Through market, competitor, and customer research we discovered SRP is a business partner rather than just a lender. Amber revamped the website, started a valuable information mailing list, an annual State of the Industry event, and started pushing "Partner" messaging. Attendance to the event skyrocketed, with many attendees expressing how much value beyond lending they receive from SRP Lending.

Download Amber’s Resume

Are you a hiring manager?

(571)309-6880

Phone

ACollins@HelenaConsulting.com

Email

LinkedIn Profile

More Content Produced by Amber.

References and PDF content available upon request.