Product Marketing

Product marketing requires a bit of everything: brand positioning, product differentiation, user experience analysis, a deep understanding of the customer journey, and, of course, content planning and development across a variety of channels.

Over the past decade, I've participated in several product launches, with one of my favourite being the release of Instant Quote in 2017.

When it was released, Instant Quote set a new standard for online loan applications - there was nothing like it on the market. I worked as part of a cross-functional team to develop content for the platform, ensuring the messaging and experience was on-brand and would resonate with our audiences - and also to embed information about Instant Quote throughout marketing touchpoints. From landing pages to product pages, blogs, emails and more, every single piece of online advertising had to be updated to direct users toward "IQ".

Upon launch, Instant Quote became foundational to the way Fairstone does business, and continues to be the 'online front door' of the company today.