Resume
About Me.
I’m Sabrina, a Colorado native with a passion for exploring the world, playing soccer, and embracing new experiences. Growing up in the beautiful state of Colorado, I developed a deep appreciation for nature, adventure, and the people I meet along the way. I’ve always been curious and driven, qualities that have fueled both my personal and professional growth.
Over the years, I’ve built a career centered around product marketing, leveraging over a decade of experience to shape transformative go-to-market strategies and lead high-performing teams across a variety of industries, from SaaS and FinTech to procurement and ad tech. I thrive on helping companies create compelling narratives, develop strong market positions, and drive meaningful business results.
When I’m not at work, you can find me on the soccer field, traveling to new places, or trying out a new hobby. I believe in continuous learning, embracing challenges, and always bringing my authentic self to every project I tackle.
Work
Experience
Aug. 2025 - Present
Branch (B2B/B2C, Ad Tech, AI/ML)
Head of Product Marketing
Lead Product Marketing for a mobile attribution, deep linking, and customer journey analytics platform powering growth for enterprise marketing and product teams.
Own positioning and narrative across attribution, measurement, and cross-channel user journeys, translating complex data infrastructure and AI-driven capabilities into clear, differentiated value for both technical and business audiences.
Drive go-to-market strategy for core platform innovations, partnering closely with Product, Engineering, and Data Science to bring new measurement, experimentation, and optimization capabilities to market.
Build and scale sales enablement programs, equipping GTM teams with messaging, competitive insights, and technical storytelling to improve win rates and accelerate enterprise adoption.
Establish structured feedback loops across Sales, Customer Success, and Product to inform roadmap prioritization, refine positioning, and ensure alignment with evolving market needs.
Jul. 2024 - Aug. 2025
Ibotta (B2B/B2C, Ad Tech, AI/ML)
Sr. Director of Product Marketing
Senior product marketing leader driving innovation, growth, and go-to-market success for Ibotta’s AI-driven ad solutions. Led and mentored a team of 15 product marketers and sales enablement professionals, fostering a high-performing organization that delivers measurable business impact.
Spearheaded the launch of the IPN Portal and key business partnerships, contributing to Ibotta’s IPO and revenue expansion in 2024. Led GTM strategy for Ibotta’s AI-powered ad server, enhancing campaign performance by 30% and driving new revenue streams.
Built and launched Ibotta’s first Customer Advisory Board (CAB), shaping product roadmaps and aligning solutions with customer needs. Owned positioning and messaging for AI-driven ad products and privacy-first advertising, increasing feature adoption by 47%.
Developed targeted sales enablement assets, improving win rates by 10% and driving enterprise sales conversions with Amazon, Pepsi, and Walmart. Conducted competitive analysis to refine market positioning and strengthen Ibotta’s differentiation in key verticals.
2023 - 2024
Fairmarkit (B2B, Procurement SaaS)
Sr. Director of Product Marketing
Led product marketing and GTM strategy for Fairmarkit’s procurement automation platform, driving market expansion and sales growth in the enterprise procurement space. Managed and mentored a team of product marketers and sales enablement professionals, aligning messaging, content, and competitive strategy to accelerate adoption.
Developed and launched industry-specific positioning and messaging, increasing Fairmarkit’s market share by 20% within the first 90 days. Executed go-to-market strategies that resulted in an 18% increase in sales growth and a 47% rise in feature adoption.
Spearheaded expansion into Financial Services and regulated industries, tailoring product messaging to meet compliance and efficiency needs. Created customer-centric content—including white papers, webinars, and case studies—that positioned Fairmarkit as a leader in enterprise procurement solutions.
Drove competitive analysis and sales enablement initiatives, equipping teams with strategic insights that improved win rates and deepened market penetration.
2021 - 2023
InvestNext (B2B/B2C, SaaS for Real Estate)
Sr. Director of Product Marketing
Led go-to-market strategy and lifecycle marketing for InvestNext’s investment management platform, driving user adoption, lead conversion, and market expansion. Managed and mentored a team of product marketers, aligning messaging, automation, and sales enablement strategies to accelerate growth.
Executed GTM strategies that resulted in a 63% increase in user adoption within two weeks of product launches. Developed buyer personas and industry-specific messaging tailored to real estate investment firms and financial institutions, positioning InvestNext as a market leader in real estate capital management.
Launched marketing automation programs that boosted lead conversion rates by 22%, while establishing lifecycle engagement initiatives that improved retention and nurtured long-term customer relationships.
Developed sales enablement materials, white papers, and competitive analysis, equipping sales teams with tools to increase deal velocity and improve win rates. Spearheaded customer lifecycle flows that reduced churn to 4%, strengthening client retention and long-term growth.
2019 - 2021
ScratchKitchen (B2B/B2C, E-commerce, Food Tech)
Director of Product Marketing
Led product marketing and lifecycle strategies at Scratch Kitchen, focusing on upselling, re-engagement, and customer retention to drive revenue and growth. Developed and executed comprehensive lifecycle marketing programs that increased customer lifetime value through targeted initiatives.
Created and implemented re-engagement campaigns that reduced churn by 62% and reactivated dormant users, leading to improved retention and customer satisfaction. Developed upselling strategies for new features, increasing customer revenue by 23% and driving feature adoption by educating users on product benefits.
Conducted messaging experiments to refine communication strategies, leveraging real-time insights to improve targeting and adapt strategies to meet customer needs more effectively. Worked cross-functionally with product, sales, and customer teams to optimize product positioning and messaging.
2017 - 2019
The Brandsmen (B2B, Digital Marketing & Branding)
Director of Marketing
Led product marketing initiatives and brand strategy development for The Brandsmen, focusing on driving brand awareness and customer acquisition through innovative digital marketing campaigns. Developed comprehensive market research and competitive analysis that informed key decisions and helped shape the agency’s strategic direction in the marketplace.
Worked closely with cross-functional teams, including creative, design, and sales, to develop compelling brand narratives and positioning for clients. Executed multi-channel campaigns, including SEO, PPC, content marketing, and social media strategies, driving measurable results for client acquisition and retention.
Crafted and optimized customer personas, aligning messaging and product offerings to meet specific market needs, and increased client engagement by ensuring brand consistency across all marketing channels. Established strong relationships with key stakeholders to drive business development efforts and expand the agency’s client base.
2016 - 2017
Hickie & Hickie (B2B, Branding & Creative Agency)
Sr. Creative Director
Focused on product and campaign research and positioning for European enterprise-level companies, contributing to high-profile campaigns such as Nike and Coca-Cola in London. Led creative strategy to ensure brand messaging resonated with target audiences, positioning clients effectively in competitive markets.
Collaborated with cross-functional teams to develop compelling brand narratives, creative assets, and marketing campaigns that aligned with the clients' goals and elevated their brand presence. Conducted market research and consumer insights analysis to inform strategic decisions and drive impactful campaign results.
2014 - 2016
TEEM (B2B, Digital Marketing & Brand Strategy)
Sr. Digital Marketing Manager
Led product marketing initiatives and brand strategy development for The Brandsmen, focusing on driving brand awareness and customer acquisition through innovative digital marketing campaigns. Developed comprehensive market research and competitive analysis that informed key decisions and helped shape the agency’s strategic direction in the marketplace.
Collaborated closely with cross-functional teams, including creative, design, and sales, to develop compelling brand narratives and positioning for clients. Executed multi-channel campaigns, including SEO, PPC, content marketing, and social media strategies, driving measurable results for client acquisition and retention.
Crafted and optimized customer personas, aligning messaging and product offerings to meet specific market needs. Increased client engagement by ensuring brand consistency across all marketing channels. Established strong relationships with key stakeholders, driving business development efforts and expanding the agency’s client base.
Education
Certifications
University of Colorado - Boulder
BFA: Technology Art & Media (Film)
Graduated with a Bachelor of Fine Arts in Film (now knows as Technology Art and Media), where I honed my skills in storytelling, media production, and effective communication. This foundation in creative visual storytelling has greatly influenced my approach to product marketing, enabling me to craft compelling narratives that resonate with diverse audiences.
Product Marketing Alliance
Product Marketing Basic & Master Certification
Comprehensive certifications covering core and advanced product marketing strategies, including positioning, messaging, GTM execution, competitive analysis, and sales enablement. Validates expertise in driving product adoption and business growth.
Cornell University
Product Marketing GTM
Advanced certification in product marketing strategy, covering market research, positioning, messaging, and GTM execution. Focuses on data-driven decision-making and cross-functional collaboration.
Harvard University
Digital Marketing Strategy
Comprehensive program on digital marketing, covering consumer behavior, data analytics, multi-channel strategy, and performance optimization to drive business growth.
Coursera
Project Management Professional (PMM)
In-depth training on project management principles, methodologies, and best practices, focusing on strategic planning, execution, and risk management.
Coursera
Stanford University Machine Learning Certification
Comprehensive introduction to machine learning, covering supervised and unsupervised learning, neural networks, and real-world AI applications.
Coursera
Search Engine Optimization Fundamentals
Core principles of SEO, including keyword research, on-page and off-page optimization, technical SEO, and strategies to improve search rankings and website visibility.
Google Buisness
Google Analytics IQ Certification
Comprehensive training in Google Analytics, including data collection, processing, reporting, and analysis to optimize website performance and user engagement.
Google Buisness
Digital Garage: Fundamentals of Digital Marketing
Certified in core digital marketing principles, including SEO, SEM, social media strategy, content marketing, and data-driven decision-making to drive online growth.
Google Buisness
Google Adwords Certification
Certified in Google Ads fundamentals, including search, display, video, and shopping ad strategies to optimize campaign performance and maximize ROI.
Meta
Facebook Blueprint Marketing
Certified in Facebook Ads strategy, campaign optimization, audience targeting, and performance analytics to drive engagement and conversions across Meta platforms.
Software & Tools
CRM & Marketing Automation Tools
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Salesforce
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HubSpot
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Marketo
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Pardot
Project Management & Collaboration Tools
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Asana
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Jira
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Trello
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Slack
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Confluence
Data & Analytics Tools
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Google Analytics
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Excel (Advanced)
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Google Sheets
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Tableau (or equivalent BI tools)
Content Creation & Design Tools
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Adobe Creative Suite (Photoshop, Illustrator, InDesign, After Effects)
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Canva
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Figma
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Sketch
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Microsoft PowerPoint/Google Slides (for presentations)
Social Media & Digital Marketing Tools
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Hootsuite
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Buffer
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SEMrush
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Google Ads
SEO & PPC Tools
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Google Search Console
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Moz
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Ahrefs
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Google Analytics
Customer Success & Engagement Tools
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Intercom
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Zendesk
Webinar & Event Tools
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Zoom
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GoToWebinar
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Eventbrite
Document & File Sharing Tools
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Google Drive
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Dropbox
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Box
Sales Enablement & Training Tools
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Highspot
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Seismic
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Apollo
Product Marketing & Strategy Tools
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Aha! (Product Roadmap and Strategy)
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Productboard (Product Feedback & Roadmap)
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Confluence (for knowledge sharing)
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Monday.com (Project Management & Workflow)
Survey & User Feedback Tools
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SurveyMonkey
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Typeform
Design, Demos, Collaboration & Customer Communication
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Storylane
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Chameleon
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Navattic
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Appcue
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Pendo
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Canny
Skills
& Expertise
Product Marketing & Strategy
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Go-To-Market (GTM) Strategy Development
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Positioning & Messaging
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Cross-functional Team Leadership & Collaboration
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Customer-Centric Content Creation
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Lifecycle Marketing
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Brand Strategy & Development
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Competitive Analysis & Market Research
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Marketing Automation
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Customer Journey Mapping
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Sales Enablement & Training
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Product Adoption & Feature Engagement
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Market Segmentation & Targeting
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Pricing Strategy
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Product Launch Management
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Customer Advisory Board (CAB) Development
Tech & Digital Marketing
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AI/ML Product Marketing
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SaaS Product Marketing
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Ad Tech & Privacy-First Advertising
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Data-Driven Decision Making & Analytics
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Campaign Performance Optimization
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Social Media & Community Engagement
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SEO/PPC Strategy & Execution
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Digital Content Strategy (Webinars, Case Studies, E-books)
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Customer Persona Development
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Martech Tools & Platforms