Product Marketing Lead · Nov 2025 – Aug 2026
Building product marketing from zero, for an AI-native training platform
About
Ethos is an AI-powered human readiness platform. Instead of tracking whether people finished training, it shows what they actually know. It turns existing documents, SOPs and institutional knowledge into interactive, assessable training. Used by defense, life sciences, industrial organizations, and professional sports teams.
The challenge
I was brought in as Ethos’ sole product marketer to build the function from scratch. My job was to make Ethos stand apart in a crowded LMS market and enable the sales and CS teams that sell it.
$850k
New bookings from expanded value propositions
12+
Competitors tracked in the intelligence dashboard I designed and coded
11
Customer segments with tailored demos & narratives
Some of the work
The U.S. Air Force opportunity called for a pitch built for that buyer, not Ethos’s general story. I built a deck that positions Ethos as a warfighter-focused, outcomes-based training and readiness platform, giving sales an Air Force–specific story and setting the pattern for one-pagers tailored to each military branch.
Reps needed a head-to-head they could use in live deals, so I turned the dashboard research into a battlecard on how Ethos differs from Meridian LMS. Reps could pull it up before calls, and the dashboard’s monthly refresh kept it current.
Teams already owned the reference material they needed to train on, but turning it into lessons took months. I launched AI-assisted content development with a datasheet that walks through the path from uploaded document to deployed course, giving sales a clear way to show prospects how documents they already own become training and quizzes that measure readiness.
Customers needed to hear about new capabilities, including a way to measure workforce readiness from the training they already ran. I wrote the product update email introducing Readiness Engine and AI-assisted grading for free-response questions, which put both in one place for existing customers and gave CS a starting point for adoption conversations.
The site needed to carry the new positioning, and Readiness Engine needed a launch to match. I ran the overhaul and the launch end to end, from positioning and messaging to content and the web build, and relaunched both in August 2026 with a press release and launch video that carried the new readiness positioning across every page.
Sales needed proof that Ethos works beyond defense, from a commercial life sciences team that needed to see where field knowledge fell short. I wrote the case study around Neurocrine’s field knowledge gaps and led with three headline outcomes: ~900 commercial learners on the platform, 100% onboarding participation, and measurable visibility into knowledge gaps.
Short videos that answer common platform questions, so new admins and learners can find the answer themselves instead of filing a ticket.
