Open to PMM Roles · Marketing Specialist
Remote · Hybrid ↗ · Houston, TX
Lashae
Tanimawo
What I Bring to the Table
Positioning & Messaging
GTM Strategy
ICP Development
AI & SaaS
Value Proposition Design
Sales Enablement
Launch Strategy
Competitive Analysis
Buyer Personas
Revenue Funnel
600K+ Audience Built
Organic GTM
Pricing & Packaging
Market Research
Category Creation
Content Marketing
Win/Loss Analysis
Campaign Execution
Stakeholder Communication
KPI & Performance Tracking
Cross-Functional Collaboration
Hover over each to learn more about how I think
Scroll to ride
Stop 02 · The PMM
Who Is
Lashae
Mom of four, co-founder, content creator who built a 600K+ audience, and the person who ran our household like a project plan long before I ran a GTM strategy. I co-founded Nova AI Ops and built the entire marketing function from scratch: positioning, messaging, campaigns, sales enablement, all of it. I bring the same energy to marketing that I bring to everything: figure it out, keep it moving, make it matter. Also a dachshund mom and firm believer that a perfect bowl of pasta deserves the same attention to detail as a perfect product launch. 😄 Read more ↓
The problem I solve
The gap between what your product does and what your market understands. I close it with positioning, messaging frameworks, and launch strategy that make the value impossible to miss.
Why I'm different
I co-founded a B2B SaaS startup and owned GTM as Product Marketing Consultant so I know what it costs when positioning is wrong. Outside of that, 600K+ across platforms grew because I practiced the PMM loop in public. I don't execute someone else's strategy. I build the strategy.
What changes when I join
Your team stops explaining the product differently in every room. Launches feel like events. Sales has tools they actually use. And everyone is finally telling the same story.
600K+
Cross-platform audience grown through content strategy, messaging, and community building. No paid ads, no shortcuts.
5+
Years of hands-on marketing: audience research, positioning, messaging, campaigns, and content strategy
Co-Founder
Built the entire marketing function at Nova AI Ops from zero. No team, no budget, no playbook.
0→1
ICP, positioning, messaging, campaign strategy, and sales enablement. Built from nothing.
Career Timeline
Co-Founder & Marketing Lead · Nova AI Ops
Active · B2B SaaS Startup
Led campaign planning, messaging, and go-to-market execution from the ground up. Collaborated with cross-functional stakeholders, tracked performance through HubSpot and Google Analytics, and managed multiple marketing initiatives simultaneously ensuring timely delivery and alignment with business goals.
Freelance Marketing Consultant
Ongoing · Early-Stage Startups
Delivered campaign strategy, messaging, and marketing execution for early-stage founders. Managed projects end-to-end coordinating deliverables across stakeholders and ensuring on-time, on-brand delivery.
Content Creator & Marketing Specialist
5+ Years · Multiple Platforms
Grew a 600K+ audience by developing and executing content strategies that drove engagement and retention. Identified audience needs, optimized messaging based on performance data, and managed end-to-end content planning with consistency and timely delivery.
Customer Service Specialist · Hospital Experience
Healthcare Setting
Delivered high-quality support in a healthcare environment, ensuring clear communication and positive patient experiences. Collaborated with internal teams to resolve issues and improve service delivery while maintaining professionalism and confidentiality with sensitive information.
Marketing Specialist · Healthcare Campaign
Marketing
Specialist
A healthcare marketing campaign case study demonstrating patient acquisition strategy, cross-functional execution, and measurable outcomes. This is how I approach marketing when clinical trust, regulatory sensitivity, and patient empathy are non-negotiable.
Women's Health · Patient Acquisition · Multi-Channel
Women's Health Patient Acquisition Campaign
A strategic campaign to drive new patient volume for a women's health service line, built on deep audience understanding and empathy-first messaging.
Campaign overview
Designed a multi-channel patient acquisition campaign for a regional healthcare system's women's health service line. The goal: increase new patient appointments by 30% within 90 days while maintaining brand trust and HIPAA-compliant messaging across all touchpoints.
Ideal patient profile (ICP)
Women ages 28-55 in the greater metro area, primarily insured, who are either new to the system or lapsed patients (12+ months since last visit). Key segments: new movers, life-stage transitions (pregnancy, perimenopause), and women dissatisfied with current provider experience.
Persona deep-dive
Primary: "The Researcher" — 32-42, Googles symptoms before calling, reads reviews, wants a provider who listens. Secondary: "The Busy Mom" — 34-48, hasn't prioritized her own health, needs convenience and evening/weekend availability. Both respond to trust signals over clinical jargon.
Messaging framework
Core message: "Your health deserves more than a rushed appointment." Proof points: Same-week availability, 30-min initial consultations, providers who specialize in listening. All messaging tested against patient advisory board feedback before launch.
Channel plan
Paid search: Condition-specific keywords (not branded) targeting active seekers.
Social (Meta/Instagram): Testimonial-driven creative featuring real patient stories (with consent).
Community: Partnerships with local employers, gyms, and parenting groups for referral events.
Email nurture: 5-touch sequence for leads who requested info but haven't booked.
Direct mail: New-mover welcome kits within target ZIP codes.
Social (Meta/Instagram): Testimonial-driven creative featuring real patient stories (with consent).
Community: Partnerships with local employers, gyms, and parenting groups for referral events.
Email nurture: 5-touch sequence for leads who requested info but haven't booked.
Direct mail: New-mover welcome kits within target ZIP codes.
Cross-Functional · Asset Development · Project Management
Campaign Execution
From creative development to stakeholder alignment, here's how the campaign moved from strategy to live in 6 weeks.
Campaign assets developed
15 ad creatives (5 per platform variant) with A/B test copy
3 patient testimonial videos (60-sec, 30-sec, 15-sec cuts)
Email nurture sequence (5 emails, personalized by segment)
Landing page with online booking integration
Direct mail piece with QR code to scheduling page
Provider profile cards for social proof
3 patient testimonial videos (60-sec, 30-sec, 15-sec cuts)
Email nurture sequence (5 emails, personalized by segment)
Landing page with online booking integration
Direct mail piece with QR code to scheduling page
Provider profile cards for social proof
Stakeholder collaboration
Physicians: Reviewed all patient-facing messaging for clinical accuracy.
Compliance: HIPAA review on every asset, testimonial release forms.
Operations: Coordinated scheduling capacity to match projected volume.
C-Suite: Weekly KPI dashboard and bi-weekly strategy reviews.
Compliance: HIPAA review on every asset, testimonial release forms.
Operations: Coordinated scheduling capacity to match projected volume.
C-Suite: Weekly KPI dashboard and bi-weekly strategy reviews.
Project management approach
6-week sprint model: Weeks 1-2 (research & strategy), Weeks 3-4 (creative & compliance), Weeks 5-6 (launch & optimize). Daily standups with creative team, weekly cross-functional syncs, and a shared Asana board with 47 tasks across 4 workstreams.
Tools & platforms
Campaign: Google Ads, Meta Business Suite, Mailchimp
Analytics: Google Analytics 4, CallRail, Tableau
CRM: Salesforce Health Cloud
Project: Asana, Slack, Figma
Compliance: Custom HIPAA review workflow in SharePoint
Analytics: Google Analytics 4, CallRail, Tableau
CRM: Salesforce Health Cloud
Project: Asana, Slack, Figma
Compliance: Custom HIPAA review workflow in SharePoint
KPIs · Performance Data · Recommendations
Campaign Results
Simulated performance data based on healthcare marketing benchmarks and campaign design parameters. This represents the outcome framework I'd measure against.
+38%
New patient appointments vs. prior 90-day period, exceeding the 30% target
$42
Cost per acquired patient across paid channels (benchmark: $65-85)
4.2x
Return on ad spend across the full campaign (paid media only)
22%
Email-to-booking conversion rate on the nurture sequence
Channel performance breakdown
Paid search: 45% of new bookings, lowest CPA ($38)
Social (Meta): 28% of new bookings, highest engagement on testimonial creative
Email nurture: 15% of new bookings, strongest with lapsed patients
Community/referral: 8% of new bookings, highest lifetime value
Direct mail: 4% of new bookings, best for new movers
Social (Meta): 28% of new bookings, highest engagement on testimonial creative
Email nurture: 15% of new bookings, strongest with lapsed patients
Community/referral: 8% of new bookings, highest lifetime value
Direct mail: 4% of new bookings, best for new movers
Recommendations & next steps
Scale: Double paid search budget on top 5 condition-specific keywords.
Iterate: Expand testimonial library with video from new patient cohort.
Extend: Launch phase 2 targeting mammography and annual wellness visits.
Retain: Build post-visit NPS survey loop feeding back into messaging optimization.
Iterate: Expand testimonial library with video from new patient cohort.
Extend: Launch phase 2 targeting mammography and annual wellness visits.
Retain: Build post-visit NPS survey loop feeding back into messaging optimization.
Reporting approach
Weekly automated dashboard (Tableau) sent to marketing, operations, and CMO. Monthly deep-dive deck with creative performance, segment analysis, and budget reallocation recommendations. All reporting tied back to the north star metric: cost per acquired patient who completes a second visit within 6 months.
Day-to-Day Stack · Execution · Reporting · Collaboration
Tools I Use
The tools I work with daily to plan campaigns, track performance, build assets, and keep stakeholders aligned.
Analytics & Reporting
Google Analytics — KPI tracking, campaign performance
Google Sheets / Excel — reporting, data tracking, dashboards
Google Docs / Word — briefs, planning, stakeholder communication
Google Slides / PowerPoint — presentations, campaign recaps
Google Sheets / Excel — reporting, data tracking, dashboards
Google Docs / Word — briefs, planning, stakeholder communication
Google Slides / PowerPoint — presentations, campaign recaps
Marketing Tools
HubSpot — campaign tracking, CRM, pipeline reporting
Mailchimp — email campaigns, audience segmentation
Canva — marketing assets, social creative, brand content
SEMrush — keyword research, competitive analysis
Mailchimp — email campaigns, audience segmentation
Canva — marketing assets, social creative, brand content
SEMrush — keyword research, competitive analysis
Project & Workflow
Notion — project management, documentation, wikis
Asana — task tracking, cross-functional coordination
Figma — design collaboration, asset review
Slack — team communication, stakeholder updates
Asana — task tracking, cross-functional coordination
Figma — design collaboration, asset review
Slack — team communication, stakeholder updates
AI Tools
ChatGPT — research, draft iteration, content ideation
Claude — analysis, messaging frameworks, strategy docs
Perplexity — market research, competitive intelligence
Canva AI / Notion AI — accelerated asset creation
Claude — analysis, messaging frameworks, strategy docs
Perplexity — market research, competitive intelligence
Canva AI / Notion AI — accelerated asset creation
Stop 03 · The Full PMM Toolkit
Product
Marketing
Case studies, work samples, battle cards, and my process all in one place. This is the full picture of how I think, build, and ship as a PMM.
Show, Don't Tell
Case
Studies
Three companies. Three different PMM challenges. Nova AI Ops is real work. I'm the co-founder and Product Marketing Consultant. Clay and Canva are strategic analysis exercises that show how I think about positioning for companies I'd want to work with.
Co-Founder & Product Marketing Consultant · Active Startup · Real GTM Work
Nova AI Ops: GTM From Zero
I co-founded Nova AI Ops and own the entire go-to-market function as Product Marketing Consultant. Here's how I built it from the ground up — no team, no template, no existing playbook.
The challenge
No existing positioning, no market awareness, no sales team yet. An AI platform solving a real pain — alert fatigue, tool sprawl, incident chaos — but competing against entrenched players like PagerDuty and Datadog. Everything needed to be built from scratch.
My approach
Started with structured customer discovery talking to SREs and engineering teams to map their actual incident workflows and identify where they felt the most friction. Used those insights to define the ICP and build messaging architecture that spoke their language before pitching the product.
What I built
Full positioning framework, ICP definition, messaging hierarchy, competitive battle cards (see Battle Cards section), founder-led content strategy for LinkedIn, investor narrative, and early sales enablement materials all without a dedicated team.
The positioning insight
"Companies where downtime directly costs their customers money" — one sentence that identified the exact ICP and the urgency of the problem simultaneously. That became the foundation for every piece of messaging.
Outcomes
0 → 1
Full GTM foundation built from scratch — positioning, ICP, messaging hierarchy, battle cards, sales deck
5 assets
Investor narrative, sales deck, talk tracks, objection guide, and content strategy — solo, no agency
1 sentence
ICP definition that aligned messaging across product, sales, and investor conversations instantly
3 cards
Competitive battle cards shipped to sales covering PagerDuty, Datadog, and OpsGenie
Strategic Analysis · How I'd Approach This Role · Not a Client
Clay: How I'd Approach the PMM Role
Clay helps organizations turn any growth idea into reality. Here's how I think about their positioning challenge and what I'd prioritize as their PMM.
The positioning opportunity
Clay sits at the intersection of data enrichment, AI research, and GTM automation, a new category most buyers don't have a mental model for yet. The PMM job is to make "GTM engineering" feel inevitable, not experimental. That means leading with customer outcomes, not feature lists.
ICP I'd prioritize
Revenue teams at high-growth B2B SaaS companies who've outgrown their current prospecting stack. The trigger: when manual research becomes the bottleneck between a good idea and a running campaign. These buyers feel the pain acutely. They just don't know Clay is the answer yet.
Messaging angle I'd test
"Stop researching. Start growing." Clay turns the work of finding and reaching the right people from a manual process into an automated, signal-driven system. The message isn't about the data. It's about getting your best ideas into market faster.
What I'd build first
A use-case library: real customer workflows showing exactly how Clay accelerates specific GTM motions (outbound, ABM, event follow-up, churn prevention). Each one becomes a sales tool, a content asset, and a product positioning proof point simultaneously.
What success looks like at 90 days
1 category
"GTM engineering" defined and owned not just named, but felt by buyers as inevitable
5 use cases
Documented customer workflows that become the foundation for sales, content, and onboarding
1 ICP doc
Revenue teams at high-growth B2B SaaS sharp enough that sales immediately recognizes the buyer
↑ pipeline
Messaging that shortens time-to-aha for prospects who already feel the pain but don't know Clay yet
Strategic Analysis · How I'd Approach This Role · Not a Client
Canva: The B2B Expansion Story
Canva started as a consumer tool and is now a serious enterprise play. Here's how I think about the PMM challenge of crossing that chasm without losing the brand.
The positioning tension
Canva's consumer brand is "anyone can design." Their enterprise pitch needs to be "your whole company can design on-brand, at scale, with control." Those aren't the same message, but they need to coexist. The PMM job is to build the bridge without diluting either side.
The real ICP for enterprise
Brand and marketing teams at mid-market companies drowning in off-brand assets created by non-designers. The pain: every team creates their own materials, nothing looks consistent, brand team is a bottleneck. Canva Teams solves this, but the messaging needs to lead with the outcome, not the features.
Messaging I'd build
"Brand consistency without the bottleneck." Position Canva Teams not as a design tool but as a brand governance platform. The buyer isn't the designer. It's the marketing leader who's tired of approving assets and chasing down off-brand content from every department.
Content & launch strategy
I'd build a creator-led campaign using Canva's own community of 600K+ power users (I've built audiences like this) to demonstrate enterprise use cases authentically. Real teams, real workflows, real before-and-after brand consistency stories not stock photo testimonials.
The hypothesis I'd test first
1 message
"Brand consistency without the bottleneck" tested across paid, organic, and sales outreach simultaneously
2 buyers
Separate messaging tracks for the brand manager (outcome) vs. the designer (workflow) same product, different story
↑ ACV
Enterprise repositioning targets marketing leaders who control budget, not designers who use the tool
PLG → PLS
Creator-led content converts individual power users into internal champions who pull in team licenses
Proof of Work
Work
Samples
The deliverables that show up in every PMM role. Click any sample to see it in full.
Nova AI Ops · B2B SaaS · Positioning
Messaging Framework: Nova AI Ops
A structured messaging hierarchy that gives every team — product, sales, content — the same language to use at every stage of the buyer journey.
CategoryAI-native reliability operations
ForSRE and platform engineering teams at B2B SaaS companies where downtime costs customers money
PainAlert fatigue, tool sprawl, and manual incident triage steal hours from high-impact work
Value propNova AI gives your team the context to act in seconds, not minutes — so you fix problems before customers notice them
ProofAI-native root cause intelligence, not just alert routing
Hook"From alert to action in seconds."
Communication · Adaptability · Messaging
Communication Style: The 30-Second Pitch
Good PMMs can communicate the same idea in a slide, an email, a 30-second pitch, and a Slack message. Here's how I'd pitch Nova AI to a skeptical SRE.
The 30-Second Pitch
"Your monitoring stack tells you something broke. Nova AI tells you why before your on-call engineer has finished reading the alert. That's the difference between reactive and reliable."
Same message, different formats
Deck"AI-native root cause intelligence."
Email"Still investigating alerts manually?"
Investor"We turn 20 minutes of incident triage into 20 seconds."
Public PMM Analysis · Content · Audience Building
PMM Analysis: Pain to Profit Series
Ongoing public PMM analysis where I break down how companies identify real user friction, position products, and connect solutions to the right audience. This is how I think out loud.
What I cover in each breakdown
ICP identification
Competitive positioning
Value prop critique
Market narrative
GTM sequencing
Why it proves PMM skill
600K+ audience grew because this content teaches real buying psychology, not marketing theory. That's the same lens I apply to every product I work on.
AI-Enabled · Force Multiplier · Modern PMM
AI-Powered PMM Workflow
I use AI tools to accelerate every part of the PMM cycle, not as a shortcut, but as a force multiplier that lets me go deeper on strategy.
01
Research Claude synthesizes customer discovery notes into ICP patterns and messaging signals
02
Positioning Iterate messaging frameworks fast, test multiple angles before committing
03
Enablement Draft battle cards, talk tracks, and objection guides in hours, not days
04
Launch assets Canva + CapCut + Claude produce full campaign suites without a design team
Competitive Intelligence · Nova AI Ops GTM
Competitor Teardown: AI Reliability Space
How I think about competitive intelligence: not just features, but positioning gaps and the opportunities they create.
Competitor
Positioning
Core Weakness
Our Opportunity
PagerDuty
Incident mgmt leader
Alert routing & on-call management for enterprise ops teams
Routes alerts. Doesn't explain them. Root cause still requires manual investigation
Win on intelligence layer: "From alert to root cause in seconds, not 20 minutes"
Datadog
Observability platform
Full-stack observability dashboards, APM, infrastructure monitoring
More dashboards to manage. Engineers spend time in Datadog instead of shipping features
Complement play: "We sit above your monitoring stack and tell you what matters"
OpsGenie
Alert management
Part of Atlassian ecosystem queue management for Jira/Confluence shops
Manages the noise. Doesn't eliminate it. Alert volume still crushes on-call teams
Win on noise reduction: "Stop managing alerts. Start eliminating them with AI deduplication"
FireHydrant
Incident response
Streamlined incident response workflows and post-mortems for DevOps teams
Focuses on response speed after the incident, not prevention or root cause intelligence
Win on upstream value: "Don't just respond faster. Understand faster before customers notice"
Launch Strategy · GTM Execution · Cross-Functional
Product Launch Playbook
My 3-phase framework for taking a product or feature to market. Every launch is a coordinated motion across positioning, enablement, content, and measurement, not just a release date.
Phase 1 · 4–6 Weeks Out
Pre-Launch
- ICP validation confirmed — are we still targeting the right buyer?
- Positioning locked — one sentence that product, sales, and marketing agree on
- Messaging hierarchy approved — hero message, proof points, objection responses
- Sales briefed — talk tracks, battle card updates, and launch FAQ delivered
- Content calendar finalized — launch blog, social, email, and paid copy ready
- Success metrics defined — what does "good" look like at 30 / 60 / 90 days?
Phase 2 · Launch Week
Go Live
- Coordinated channel activation — blog, social, email, and in-product messaging live simultaneously
- Sales team activated — first outreach using launch messaging on day one
- Founder or leadership content published to amplify organic reach
- Analyst and press outreach where relevant
- Real-time monitoring — traffic, inbound quality, sales team feedback loop open
- Rapid iteration — messaging adjustments within the first 48 hours if signals demand it
Phase 3 · 30 / 60 / 90 Days
Post-Launch
- Win/loss tracking begins — why are deals closing or stalling?
- Messaging iteration — update positioning based on what sales is actually hearing
- Pipeline influence measured — how many deals touched launch content?
- ICP refinement — who actually converted versus who we thought would?
- Content performance audit — which assets drove the most qualified engagement?
- 30-day debrief with product and sales — close the feedback loop before the next launch
What I measure post-launch
Win rate
By segment and messaging version — which story is actually closing deals
Pipeline influenced
Deals that touched PMM content at any stage — proves marketing impact on revenue
ICP match rate
Are inbound leads matching the ICP we built messaging for? If not, refine.
Sales cycle length
Are deals moving faster with new messaging? Slower = positioning friction
Customer Discovery · Insight → Positioning · Qualitative Research
Customer Research Methodology
Positioning built without customer research is just opinion. This is the exact process I used at Nova AI Ops, and the framework I bring to every product I work on.
01
Recruit the right people
5 to 8 ICP-fit buyers or active users, not happy customers, not random signups. The goal is to talk to people who have felt the problem acutely, not people who will just say nice things about the product.
02
Interview around the workflow, not the product
Open-ended questions: "Walk me through the last time this problem cost you time or money." Never lead with the product. The goal is to hear buyers describe their pain in their own language. That language becomes the messaging.
03
Synthesize across interviews
Cluster repeated pain themes, exact phrases, and emotional moments across all interviews. The phrases that show up across 6 of 8 conversations are the ones that belong in your messaging. They reflect shared reality, not individual opinion.
04
Distill the switching trigger
One insight that explains why a buyer would leave their current solution for yours. Not a list of features. The single emotional or business moment that makes the switch feel necessary. For Nova AI Ops: "companies where downtime directly costs their customers money."
05
Build from insight out
ICP definition first → pain statement second → value proposition third → full messaging hierarchy last. Every layer is grounded in what buyers actually said, not assumptions about what they need.
Nova AI Ops example
Interviewed 6 SREs and platform engineers. The phrase "we're always putting out fires instead of preventing them" appeared in 5 of 6 conversations. That became the emotional core of every piece of messaging we built.
Sales Enablement Sample
Battle
Cards
Field-ready competitive intelligence cards: differentiation narratives, honest competitor assessments, and discovery questions that open deals. Built across all three case study companies.
vs. PagerDuty
Incident Management Leader
Our win
PagerDuty routes alerts. Nova AI explains them. We deliver AI-native root cause intelligence so on-call engineers act in seconds, not after 20 minutes of manual investigation.
Their strength
Deep enterprise install base. Strong brand trust with legacy ops teams.
Killer question
"How long does your team take to go from alert to root cause today?"
vs. Datadog
Observability Platform
Our win
Datadog shows dashboards. Nova AI tells you what's wrong and why. We're the intelligence layer above your monitoring stack, not another one to manage.
Their strength
Massive platform breadth. Strong APM. Trusted data collection across infrastructure.
Killer question
"Are your engineers spending more time in dashboards than shipping features?"
vs. OpsGenie
Alert Management
Our win
OpsGenie manages the queue. Nova AI eliminates the noise that fills it. AI-powered deduplication means your on-call team stops getting paged for false positives.
Their strength
Part of the Atlassian ecosystem. Natural fit for Jira/Confluence orgs.
Killer question
"What percentage of your alerts actually require a human to act on them?"
vs. Apollo.io
Sales Intelligence Platform
Our win
Apollo gives you a list. Clay turns any signal into a targeted, personalized campaign. We're not a database — we're a GTM engine that makes your data actually work.
Their strength
Massive contact database. Built-in sequencing. Familiar to most SDR teams.
Killer question
"How much time does your team spend researching prospects before they can personalize outreach?"
vs. ZoomInfo
Enterprise Data Enrichment
Our win
ZoomInfo sells data. Clay uses data from ZoomInfo, LinkedIn, and 50+ sources to automate what you do with it. The difference is action vs. access.
Their strength
Deep enterprise relationships. Massive verified contact database. Strong brand trust with RevOps.
Killer question
"Are you paying for data your team doesn't have time to act on?"
vs. Outreach
Sales Engagement Platform
Our win
Outreach automates the send. Clay automates the research that makes the send worth reading. We turn generic sequences into hyper-personalized outreach at scale.
Their strength
Deep CRM integrations. Enterprise-grade sequencing. Established in most sales team workflows.
Killer question
"What's your team's reply rate on outbound today and how much of that is personalization?"
vs. Adobe Express
Quick Content Creation
Our win
Adobe Express requires Adobe training. Canva Teams requires nothing. Any employee creates on-brand content in minutes. We win on adoption speed and brand governance at scale.
Their strength
Adobe brand trust. Tight Creative Cloud integration. Professional output quality.
Killer question
"How many employees create marketing materials outside your brand guidelines right now?"
vs. Figma
Collaborative Design Tool
Our win
Figma is built for designers. Canva Teams is built for everyone. We win when the goal is company-wide brand consistency, not pixel-perfect product design.
Their strength
Industry standard for product design. Powerful prototyping. Strong developer handoff workflow.
Killer question
"Are your marketing and sales teams waiting on designers to create every asset they need?"
vs. PowerPoint
Microsoft 365 Suite
Our win
PowerPoint ships with every laptop, but Canva Teams ships with a brand kit. We win on template governance, real-time collaboration, and outputs that don't look like default slides.
Their strength
Already paid for. Deep enterprise penetration. Familiar to every single employee.
Killer question
"How long does it take your team to get a branded presentation approved today?"
How I Work
My
Process
This is how I think about product marketing not as a checklist, but as a connected system where each piece reinforces the others.
01
Messaging & positioning
Translate complex product capabilities into clear narratives that help customers and internal teams quickly understand the value. If your own team can't explain it simply, the market won't either.
02
Customer insight first
Study real customer workflows, friction points, and buying triggers before writing a word of positioning. The best messaging sounds like something the customer already believes.
03
Launches that get noticed
Turn feature releases into meaningful market moments through strong narrative framing and coordinated GTM execution. A launch without a story is just a changelog.
04
Sales enablement that actually helps
Equip reps with clear messaging frameworks, objection handling guidance, and use-case stories that improve real conversations, not just slide decks that never get opened.
05
Cross-functional alignment
Product, marketing, sales, and customer success need to operate from one shared narrative. I build that foundation so every team launches from the same story.
06
AI-enabled execution
Use AI tools to accelerate research, messaging development, and PMM execution so the work is faster, the output is sharper, and the focus stays on strategy.
The Lashae Framework
The
Positioning Lab
This is how I think about every product I work on. Pick a product below and I'll run it through my framework Real ICP → Core Pain → The Message → Positioning Insight. Click each step to reveal the thinking.
Stop 07 · Technical Edge
AI &
Fluency
I don't just market AI products — I use them every day to do the job. That means I understand the gap between what the model does and what the buyer actually needs to hear, because I live on both sides of it.
My AI Stack
Tools I use daily and exactly how I use them for marketing work
Claude
Synthesizes customer discovery notes into ICP patterns, messaging frameworks, and campaign briefs
ChatGPT
Rapid positioning angle testing: 10 messaging variations in 10 minutes before committing to one
Perplexity
Real-time competitive intelligence and market research without a dedicated research team
Canva AI
On-brand campaign visuals and launch content at speed. Full suite without a design team
CapCut AI
Product explainer videos and launch content. No video editor, no bottleneck
Notion AI
Campaign playbooks, internal knowledge bases, and workflow documentation at scale
AI Concepts I Can Communicate
The technical fluency that lets me market AI products credibly to stakeholders and buyers alike
LLMs
I translate "language model" into "your team gets answers, not search results"
RAG
Context-aware AI that knows your product without retraining. The enterprise unlock
Prompting
I practice this daily and can bridge it for non-technical buyers who need to understand why it matters
AI Agents
The difference between AI that responds and AI that acts, and how to sell that distinction
Fine-tuning
When prompting isn't enough. A key positioning distinction for enterprise AI buyers
AI Trust
The real blocker in every enterprise AI deal, and how to message through it without dismissing it
Marketing Tool Stack
Tools I've worked with across campaigns, research, analytics, and project management
CRM & Automation
HubSpot
Analytics
Google Analytics
SEMrush
Research & Surveys
Typeform
Email & Campaigns
Mailchimp
Sales Enablement
Gong
Highspot
Design & Presentations
Canva
Figma
Google Slides
Project Management
Asana
Notion
Why this matters
I don't use AI to replace the work — I use it to deepen it. Deep research, faster iteration, better insights. That puts me in a rare position: I understand the technology well enough to speak credibly with product and engineering, and I understand buyers well enough to know what they actually need to hear. That's the bridge most teams are missing.
What Others Say
Heard It
From Here
"
Lashae thinks outside the box in a way that actually changes outcomes. She built our entire GTM foundation from scratch before we had a team or a playbook: ICP, positioning, messaging, battle cards, and sales enablement. Any team that brings her in gets someone who operates like a founder.
ST
Dr. Samson Tanimawo
Site Reliability Engineer, JP Morgan Chase · Co-Founder, Nova AI Ops
"
Lashae has always been the person who sees what needs to be done and just does it. She's organized, she communicates clearly, and she genuinely cares about the people around her. I've watched her manage a household, build a business, and grow a massive audience all at the same time without ever dropping the ball. She brings that same dedication and warmth to everything she touches. Any team would be lucky to have her.
LL
Lakeysa Lagrange
29 Years in Healthcare · UT Physicians
LAST STOP The Finish Line
"You don't just get
a marketer.
You get the whole package."
a marketer.
You get the whole package."
I show up early, stay organized, and make the people around me better. I bring fresh ideas, real follow-through, and the kind of energy that makes teams actually enjoy the work.
Fresh baked goodies
Yes, I bake for the team. It's not a bribe. Okay, maybe a little.
Mom of four
Patience, multitasking, and crisis management are not skills I learned at work.
Dachshund mom
Office morale booster on standby. Tiny legs, big personality.
Builder mentality
I don't wait to be told what to do. I see the gap and I fill it.
Team-first always
I close loops, share context, and make sure nobody's left guessing.
Love to help
I'm the first to jump in when someone's stuck. Your win is my win.
Lashae Tanimawo · Co-Founder · Product Marketing Manager · Marketing Specialist · Houston, TX · Open to Relocation · tanimawolashae@gmail.com