#107: Marketing Leadership | Taking a New VP of Marketing Role, When to Optimize for Learning, and Personal LinkedIn Strategy (with Amrita Mathur, VP Marketing, ClickUp)
Dec 15, 2023
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Amrita Mathur, VP Marketing at ClickUp, discusses starting a new role as VP of Marketing, personal LinkedIn strategy, optimizing for learning in your career, and figuring out product market fit.
Starting out as a VP of Marketing in a new role requires proactivity to be successful.
Building a personal brand on LinkedIn and having a clear product-market fit are key for career growth.
Deep dives
SuperSide Experience: Building a Marketing-Driven Engine
After spending four years at SuperSide, the speaker recounts the experience of joining the company at an early stage. With a focus on efficiency and growth, the marketing team developed a clear brand and positioning strategy. Through iterative feedback and rapid launches, they were able to identify product-market fit and strategically target mid-market and enterprise customers.
Transition to ClickUp: The Appeal of a Growth-Oriented Organization
The speaker explains their decision to leave SuperSide and join ClickUp, a more established company with a focus on scaling and penetrating mid-market and enterprise segments. ClickUp's growth team includes both product and marketing, aligning with the speaker's vision of growth through marketing alignment. The prospect of taking on new challenges and diversifying their resume was also a driving factor in accepting the role.
LinkedIn and Podcast Exposure: Amplifying Personal Branding
The speaker attributes an increase in inbound recruiter outreach to SuperSide's marketing success and their active presence on LinkedIn. Thoughtful LinkedIn posts contributed to building credibility, while podcast appearances provided additional exposure. The combination of company reputation and personal branding opened doors for new opportunities.
Early Days at ClickUp: Immersion into Company Structure and Goals
At ClickUp, the speaker attended an internal leadership summit, gaining valuable insights into the organization and its goals. By understanding the players, challenges, and strategies, the speaker gained a clear understanding of the role marketing must play. ClickUp's focus on expanding into the mid-market and enterprise segments highlighted the need for building a playbook for end-to-end company adoption, leveraging the existing product-led and growth engine as a foundation.
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