Product Marketing Work Samples
Alex Petrowski
Selected case studies
Senior Product Marketing Manager. Two launches I led as a founding PMM, from customer research to positioning, GTM, enablement, and adoption, with the results each one drove.
Case study 01 · Questis · 2022 to 2023
Repositioning, rebranding, and launching a new Questis platform
From financial planning to financial wellness: a category pivot, company rebrand, and new platform launch, led while building product marketing from scratch.
- Company
- Questis
- Category
- Employee financial benefits, fintech
- Model
- B2B2C: employers buy, employees use
- Role
- Founding PMM, promoted to Head of PMM
- Scope
- Positioning, GTM, launch, rebrand, enablement, lifecycle
The challenge
Questis offered a financial planning benefit in a saturated employee benefits market, with no clear differentiation for employers and little reason for employees to stay engaged.
Employers saw Questis as interchangeable with other financial planning tools.
Low employee engagement limited the value employers could see.
Weak adoption put renewals and retention at risk.
No product marketing function existed, so I built one in parallel with the launch.
Research and insight
15+ customer win-loss interviews, prospect call reviews, Sales and CS churn feedback, and usage data on low engagement.
Competitor messaging teardowns and industry reports showed financial wellness emerging as a new benefits category while competitors sold look-alike planning tools.
Pivot to financial coaching: real coaches, open conversations about money, less stigma, and community in the platform.
People don't need more advice. They need help understanding the why behind their money habits.
Generic advice in a crowded market
Coaching, community, and engagement
Audiences
- Cares about
- Showing employees they are valued, with measurable ROI through engagement, lower financial stress, productivity, and retention.
- Key message
- Financially secure employees show up focused and engaged, and Questis proves the impact with utilization and outcomes reporting.
- Cares about
- A tool they will actually use: spending and saving in one place, free 1:1 coaching, and resources tailored to their goals.
- Key message
- A coach in your corner and a platform built around your goals, so money feels less stressful and more in your control.
Positioning
For HR and benefits leaders who need a financial benefit employees actually use, Questis is the financial wellness platform that pairs employees with real coaches to get to the root of their money habits. Unlike planning tools that tell people what to do, Questis drives lasting change through coaching, conversation, and community.
Coaching over advice. Real coaches who get to the root cause.
Engagement employers can see. Usage and participation HR can point to.
A judgment-free experience. Conversation, community, and less stigma around money.
What I built
The outcome
Built product marketing from zero in year one, and was promoted to Head of Product Marketing within 8 months.
PMM had a seat at the table early. I partnered with Product on positioning, built GTM end to end, and created repeatable systems so the function could scale.
Sequence the rebrand and platform launch instead of stacking them, and pilot with a group of employers first, then scale what worked.
Case study 02 · CareerArc · 2024
Launching HireSocial Growth from zero to market
A 0-to-1 product launch, from customer insight to full GTM rollout in 6 months.
- Company
- CareerArc
- Role
- Founding PMM
- Timeline
- 6 months
- Segment
- SMB: retail, manufacturing, transportation
- Type
- New product and pricing model
The problem
Enterprise customers loved CareerArc's social recruiting platform, but SMBs were being priced out. Their feedback was consistent: the product was too expensive and had no self-serve option for companies that just needed to post jobs and grow their reach.
Full enterprise pricing for features SMBs did not need.
No DIY option for SMBs in retail, manufacturing, and seasonal hiring.
An untapped SMB segment with high volume and recurring need.
The new product had to be built alongside the existing enterprise platform.
My approach
As the founding PMM, I was embedded from day one. I partnered with Product on the build and shaped in-product copy, onboarding flows, nudges, and banners with the UX team. At the same time, I developed the positioning and messaging strategy, defined the ICP across four SMB verticals, and built the GTM framework that took us from private beta to public launch. Alignment across Product, Sales, and CS was built in from the start.
What I built
The outcome
Customers were so satisfied they volunteered for webinars and testimonials, a strong signal of product-market fit and real brand affinity.