As a seasoned Brazilian senior marketeer with over 16 years of experience in Digital Marketing, including nine years dedicated to Product Marketing in B2B tech firms, I bring a wealth of expertise in selling software to SMBs and enterprise clients through diverse strategies, including PLG and sales-led approaches. With a hands-on approach, I have spearheaded numerous successful product launches, marketing campaigns, and comprehensive market research initiatives. My leadership extends to nurturing and developing teams while prioritizing a healthy work-life balance. I'm a passionate advocate for sharing knowledge through my popular Product Marketing podcast, speaking engagements, and teaching roles at prominent digital product schools.

If you want to discuss a project or an opportunity, you can reach me at contact@alinevasselai.com

After extensive research on the market, competitors, prospects, and customers, with multiple techniques, such as surveys, interviews, desk research, etc. - I was one of the main people responsible for creating the go-to-market strategy, with the pricing&packaging model that I developed. I also create the product positioning, messaging, the entire website content, sales deck, and all sales collaterals, as well as the whole MKT strategy, including inbound and content tactical plans.  This results in a 131%  achievement of the demand generation goal during the first quarter of 2023 and a 15% organic traffic increase.

Linked with the Marketing strategy, I created the brand narrative to guide the product Manifesto, which was "translated" into a webpage explaining the reasons to become a Birdie's customer.

Aiming to improve the company's knowledge about the main buyer persona, I created this survey, which was also a leadgen asset, and the main source of MQLs during Q1/23. After data analysis, I support this report creation, which was another relevant piece of the leadgen strategy.

RD Station is the LATAM #1 sales and marketing automation platform for SMBs, with 40,000 customers from +40 countries. TOTVS acquired it for US$400M as Latin America's most prominent software acquisition. During my PMM career there I :
- conducted first win/loss analysis, interviewing more than 200 potential and new customers

- repositioned RD Station Marketing, the main product of the company's portfolio, based on the most relevant value-prop discovered by win/loss analysis; created the new product webpage, and website homepage, including a bunch of collaterals, such as sales deck, videos, etc.

- the new thought leadership positioning strategy, combined with pricing & packaging strategies, drove >60% ARPA increase in 3 years

- developed competitive advantages through positioning and messaging against main competitors

- supported LATAM Marketing initiatives

While at RD Station, I also led portfolio marketing initiatives such as multi-product narrative, including branding campaigns and cross-sell strategies (from research, through pricing and packaging models, until MKT, Sales, and CS process definitions with KPIs and collaterals).

I created a GTM strategy to reach new customers and retain actual by content marketing initiatives about data protection and legal policies (GDPR and LGPD), including an extensive portal about the digital marketing legal regulations in Brazil.

I was responsible during 5 years for RD Station main product, and multi-product launch strategies, at the RD Summit - the most significant Marketing and Sales event in Latin America, with more than 15k attendees.