Product Marketing Manager
GTM for CRM & corporate messenger
Pachca · 2020–2022
Context
CRM for SMB market and corporate messenger. My focus was on growth through better positioning and opening new customer segments.
What I Did
- Market research & competitor analysis
- Built product positioning and go-to-market strategy
- Launched franchise customer segment: landing pages, cold outreach, founder interviews
- Onboarded 10+ franchise networks (thousands of employees)
- Restarted social media presence (Instagram, VK, YouTube)
- Managed a small team (2 designers, intern, marketer)
- Designed and executed the messenger go-to-market plan
- Prepared launch content & sales enablement materials
- Coordinated PR campaign
Results
- New revenue stream from franchise segment + steady inbound from content
- Successful messenger launch and strengthened brand perception of Pachca as a full ecosystem, not just a CRM
- Content featured on major Russian tech media and Telegram channels
- Video tutorials created for product education: https://youtu.be/C2FCVz9738g and https://youtu.be/_0YdWPMl3vU
Key Metrics
🏪 10+
Franchise networks onboarded
"At one point, I knew more about franchise operations than my favorite series — but it paid off."
Project Showcase
