Product Marketing Manager · Oct 2024 – Nov 2025
Turning customer research into roadmap and go-to-market decisions
About
Upland’s audience engagement suite helps brands collect, own and communicate with their audiences. Second Street captures first-party data through contests and promotions for 4,000+ media brands. Adestra handles email marketing, and Mobile Commons ran SMS outreach for nonprofits.
The challenge
I was hired to lead cross-sell and upsell across the suite. Upland had already tried twice with generic email blasts and free trials, so customers had heard it all before. About 90% of ARR came from traditional media, a consolidating industry.
22%
Pipeline increase from newly targeted accounts
15%
ARR increase from cross-sell & upsell
3
New target industries validated: banking, healthcare and insurance
Some of the work
Customers running promotions across many markets had to set each one up separately, trading brand control for local relevance. I wrote the launch datasheet and produced a launch video introducing the feature to customers and sales, giving multi-market customers a clear case for running national promotions from one parent account, backed by a library of 10+ tutorial videos.
Competitors had offered drag-and-drop email design for years, and some customers were threatening to leave without it. I wrote the launch datasheet and produced a launch video for the new template design experience, then launched it quietly as a tier 3 update with a targeted campaign to the customers who’d said they’d leave without it.
Media customers needed new sponsorship revenue from their promotions, and their audiences wanted easier ways to take part. I wrote the launch datasheet and produced a launch video for SMS text-to-vote, giving sales a new upsell: customers sell text-to-vote keywords to advertisers as a fresh sponsorship revenue stream.
Customers could run contests and ballots, but had no way to charge for entries, votes, or ad placements inside them. I wrote the launch datasheet and produced a launch video for eCommerce, a tier 1 release that lets customers charge for entries, votes, and self-serve ballot ads directly within their campaigns.
