👋 Hey there! I'm Cristian

I'm a customer-focused product marketer skilled at positioning, messaging, and enabling sales and customer success teams. With 4+ years of experience bringing B2B products to life, I've built the product marketing function at small startups and scaled growth at established companies.

Prior to product marketing, I studied business management and computer science and also had the chance to work as a Product Manager for 1 year, being on both sides of the 'product fence'. I've been a valued partner to product teams at B2B companies that span service, software, and hardware. I'm passionate about the positive impact technology can have on people's lives.

I believe there’s a B2H (Business-to-Human) that supersedes both B2B and B2C: the core of all successful marketing lies in empathy and forging a connection with others. As a marketer, I've driven over $20 million in revenue with increased win rates through clarity of language, a focus on customer benefits, and crafting engaging stories that resonate.

As an employee, I'm always looking for ways to improve products, processes, and people (culture) beyond my job description. I value relationships and building connections with teammates to achieve shared goals.

If you want to discuss a project or an opportunity, you can reach me at:

cristian-avram@hotmail.com! ✍️

I'm a PMM who likes to think big and get things done. If I'm driven by the mission, I'm excited by the prospect of going beyond business-as-usual to build something innovative. Which means that I thrive in a culture that's fast, dynamic and empowering: Yes-and rather than No-because, What-if rather than What's the point, and Let's go rather than Sorry, no.

Highlights:

🌍 Launched 4+ SaaS products

🚀 Built the PMM function from the ground up at 1 high-growth startup, reaching profitability

🔤 I led 2 product positioning efforts and A/B tested messaging for 3 companies

🫂 I enabled teams of 20+ AEs and 50+ SDRs

💡 Spoke to over 120+ customers and created 40+ articles and videos

Values:

🏅 Lead by example. Set the strategy but also do the work.

📌 Keep it simple. Make it easy for people to understand and take action

💸 Tie everything back to revenue. Prioritize and measure work based on revenue impact

📚 Always be learning. Learn something new about the industry, customer or a skill every day.

Companies worked at:

ConTech / VR

FinTech

eCom data tracking tool

No-code AI app development

Noteable Work:

VRP Launch

Launched the Variable Recurring Payments - the first Open Banking API provider to offer this in the UK.

Work included consolidating product offerings on Yapily Website, updating the sales deck and helping with the rollout of the Beta program with select customers.

BigCommerce + Littledata Launch

Launched the BigCommerce integration to Littledata, resulting in a 13% ARR increase.

Work included building out the marketing website, promotional materials, email nurture campaign, supporting docs and creating an Onboarding Series to educate new users on how to use the platform + what results to expect within a certain timeframe. The onboarding series led to a decrease in churn vs control group.

XYZ Reality Narrative

Created product differentiation by positioning XYZ Reality as a one-stop-shop platform for construction teams, improving conversion through the funnel by 47%. A big focus was on ABM programs, which I refined together with demand gen.

Work included building out buyer personas, revamping sections of the marketing website, creating new sections with a focus on our target segments (for owners + for general contractors + managed solution) and training customer-facing teams on new talking points.

Additional Work:

Product Manager

Drove execution for the Platform Store: Story mapped the whole experience from landing on the store to buying and receiving digital and physical items

Defined an Information Architecture for this section of the site and the different states that the designers needed to be aware of.

Introduced a consistent atomic design principle approach to how the interface on the CMS was built, to standardize everything into atoms, molecules, organisms and templates

Yapily Pricing Revamp

Conducted market research and user interviews, provided monthly reports from customers and my findings led to a company-wide pricing revamp that would better address the needs of our main segment.

First Marketing hire

I had Product Manager attributions as well as Product Marketing, with a heavier focus on marketing.

I built the marketing function from the ground up, including revamping the website, videos, case studies and sales enablement and training. Ran Growth experiments that reduced churn by 23%, bundled and rebranded products to increase LTV.

Aspire Pre-Accelerator

Defined the strategy and program curriculum, and launched the Aspire Pre-Accelerator - an entrepreneurship program focused on early-stage start-ups taking the participants from concept to MVP.

Worked closely with the Aspire team and the participants and helped them navigate through the strategic and implementation aspects of their start-ups.

Co-Founder

Meraki is building an ecosystem where you can experience art through the full potential of storytelling and technology.

See our vision and deck here and our first step towards this vision here.

Trading software

Since the beginning of 2023, I've been working with a friend on developing a trading tool that focuses on analysis rather than the execution of trades, incorporating numerous API connections, a machine-learning algorithm, and a backtesting engine.

Aiming to make trading less of a gamble, and more of a strategy.

We're still building and talking to potential customers and VCs, exploring possible directions.

I realise the resume doesn't tell the full story, so if you want to know more about who I am and what I believe in, you can visit my personal website here. (load on Chrome if Safari doesn't work).

You can also reach me on my LinkedIn.

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