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Paper Craft

Experience and results

Along my B2B software journey

Results by numbers

Commanded an 80% higher ASP
within 2 years at Shopmonkey through repricing, repackaging and and add-on products.

Influenced 2X YoY sales growth
at Bluebeam by setting and executing Tier 1 launch strategy, aligning 16 siloed teams.

Facilitated a 70% faster CAC payback period

within 2 years at Shopmonkey by optimizing acquisition motions and program efficiency.

Helped land our first $100K+ enterprise deal
at ScreenCloud by niching down with JTBD positioning and introducing productized services.

Grew qualified pipeline by 56%
over 2 years at Shopmonkey by defining, positioning and enabling sales around a tighter ICP.

Grew customer community by 10X
in 3 years at Bluebeam with user groups, user conferences, customer marketing and standards-setting.

The TL;DR

About the B2B SaaS work I've done:

  • Sales-led and community-driven growth experiences 

  • SMB to enterprise products and buyers

  • Products and GTM strategy from incubation to maturity

  • Sweet spot for markets and buyers underserved by technology, such as construction and automotive 

  • Led teams of 2 to 12 within content marketing, product marketing and overall marketing 

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The way I approach my work:

  • With ownership and calculated risks 

  • Clarity, accountability and resiliency for self and others 

  • Discipline, curiosity and craftsmanship

  • Balanced between intellectual theory and operational savviness 

  • Honesty and healthy conflict 

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Experience 

2021 - Present 

Shopmonkey

  • B2B vertical SaaS for independent automotive repair shops in North America

  • SMB high-volume, sales-led 

  • Early traction into ENT

  • Remote role with travel 

I joined Shopmonkey as director of product marketing and two weeks later, said yes to the unexpected opportunity to step up as interim VPM despite the expanded scope, uncertain macroeconomic climate, and being pregnant with twins! Here, I cut my teeth as a marketing executive, leaning on my sharp GTM skills and firehose ability to learn.

 

Through calculated people, product-market-fit and program performance decisions, I’ve helped grow our revenue nearly 4X since then, increase ASP by 80%, decrease CAC payback period by 70% and increase qualified monthly pipeline by 56%. I've managed teams from 2 to 12, a budget of $2MM+, hired and cultivated many resilient professionals, and created an environment in which we love solving hard problems together. 

 

I have zero regrets and thousands of lessons learned. The best part? Fueling the success of thousands of independent repair shop entrepreneurs across North America with smart and simple solutions for their toughest challenges. Now I want to take my learnings to another SaaS company serving a different industry. Hiring for a GTM leader? Let's talk. 

"I had the privilege of reporting to Maya when she became Head of Marketing at Shopmonkey. She led and nurtured our team with empathy, confidence, and grace while working hard to represent us well at the executive leadership level.

 

She is a fantastic leader, a seasoned product marketer, and a patient mentor. I learned so much from Maya. I have deep respect for her, and I hope to work with her again."

Hannah Conrad

Senior Content Marketer @ Partstech

"Maya is an outstanding product marketer and people manager. As a product marketing leader for a small but mighty team at Shopmonkey, Maya played an instrumental role in mapping out go-to-market strategies for various new product launches and bringing together diverse groups. 

 

As a people manager, Maya leads with empathy and grace. With limited resources, she worked closely with her direct reports to identify and prioritize high-impact activities to drive KPIs. She’s curious and does not shy away from asking hard questions, always putting customers first and helping Product, Sales, and Marketing leads build a seamless customer experience."

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Betty Sheu

Senior Product Marketer @ Aura

January - November 2021

ScreenCloud

  • B2B horizontal digital signage SaaS for global businesses 

  • Hybrid PLG and sales-led 

  • Primarily mid-market, increasing traction in ENT

  • Remote role

I joined this early-stage London-based startup as their zero → one senior product marketer. In the complex, horizontal digital signage space, niche clarity and buyer education were paramount. Using data and market insights, I defined and prioritized niches, and led the positioning, pricing and packaging work that clarified our value and offerings, landing our largest yet enterprise deal.

 

Additionally, I helped define gaps in the customer utilization lifecycle for hardware and services that supported our core software offering, and worked with teams across the world to productize and launch add-ons that bridged these gaps, doubling deal sizes. I ultimately decided to move on to a US-based company so I could better align collaboration hours. 

Technically I hired Maya, but a marketing leader of her caliber is really someone you partner with. As the first experienced PMM to join the company, she was asked to do far more than what would have been fair, but she still somehow over-delivered and made it clear she was a full-blown GTM executive in the making. 

 

Maya strikes the important balance of (1) flat-out knowing her stuff and (2) staying committed to learning even more as she goes. When you combine that with a dedication to serving across the board, not to mention always working hard to get it just right, you get a top tier marketing leader that truly stands out. 

 

Having her move on was a massive loss for the company, but we're all better for having worked with Maya. You'd be hard-pressed to find someone who made a bigger impact in the same amount of time. I would obviously partner with Maya again in a heartbeat. 

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Joergen Aaboe

5X Marketing Leader

2013 - 2020

Bluebeam, Inc.

  • B2B construction technology company serving global AECO firms

  • Combination on-prem and SaaS offering 

  • Primarily sales-led + free trial

  • Mid-market and ENT project-based

  • Onsite role 

I began my Bluebeam journey as a content producer and ended as a senior product marketer, having built the community, launched new products and enabled 2X YoY sales growth that took us through acquisition and 1MM+ new users.

 

At Bluebeam, I learned the flywheel power of B2B community-building and storytelling. My proudest accomplishment is establishing our products as recognized industry-standard by starting a grassroots customer movement that is today a thriving community coalition—this led to Bluebeam being among the most virally referred tools on a construction jobsite.

 

During my time, I led content and product marketing teams of varying sizes for products both in incubation and at maturity. I sat within both the product and marketing teams at varying stages of growth, affording me unique insights about how to build a product marketing function for greatest impact.

I was fortunate enough to work with Maya at not one, but two organizations thus far. Her ability to translate product knowledge into tangible outcomes has always impressed me. This showed up most for me through her efforts at our annual user conference where Maya was instrumental in ensuring the product team could show up in a way that resonated with our customers and prospects alike, all within a unique physical space. Quite a different task from a digital footprint.

While her skill in product marketing across mediums is evident, it's Maya's thoughtful and measured approach to leadership that I value most. She approaches teams with a humble and inclusive mindset and her ability to bring you into the story she is telling while still managing to articulate her point of view easily, is unmatched. I'm grateful for the opportunity to learn and grow alongside her and any team would be lucky to have her as a valuable member of their leadership organization. I hope to work with her once more.

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Tracy Schuster

Director of Integrated Marketing & Events @ Shopmonkey

Maya was an excellent project manager at Bluebeam who did a wonderful job working cross-functionally with countless departments within our organization. She has an indelible knack for synthesizing information, making it digestible for everyone on the team, and moving projects along in a swift yet controlled manner. Her presentations for our executive team were consistently well-received, and she helped the team gain buy-in for some very ambitious and promising projects. 

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Alina Ferrell

Global Marketing Director @ ArchLynk

Want to talk?

My POV on

Artificial Intelligence 

 As a marketer, I expect the foundation of any software to include elements of AI, helping to meet market demands in increasingly innovative ways. As a PMM, I expect positioning an AI product to be highly dependent on both buyer perception and the capacity to influence that perception.
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As a user, I take calculated risks by testing AI tools in my individual and team-level workflows (behavior analysis, content development). I'm always looking to balance ROI against the dollars and effort to adopt. 

My POV on

Remote Work

With good hiring for high-performing, high-accountability teams, and clarity of strategic and tactical expectations, remote work works. I believe it works best within similar timezones plus frequent off-sites that cement culture, galvanize teams and align decision-makers.   
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Remote work brings diversity of thought. Today, support for caregivers, patients and parents is so limited, and the ability to commute to an office is a privilege. These particularly capable voices are too often excluded by onsite-only hiring.  
Government Building Columns

Before B2B software:

2011 - 2013

I spent two years at Michigan's largest health system building our community partnership program culminating in the 2012 Transplant Games of America that achieved record high employee engagement numbers, won numerous community awards, and added 200K+ sign ups to the Michigan organ donor registry.

2006 - 2011

I staffed numerous political campaigns between 2006 and 2011 including city, state, national and Presidential. I won some, and lost many. Ask me about lessons in persuasion, resiliency and positioning from the campaign trail.

Education

B.A., Political Science
St. Olaf College | Northfield, Minnesota | 2005-2009

Concentrations in Asian Studies & Vocal Performance

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My liberal arts education taught me how to think, how to write, and how to question everything around me. Fellow Ole? Um Yah Yah!
Fun fact: The St. Olaf fight song is the only American collegiate fight song in 3/4 metered time. (Hint: That's a waltz!) 

Additional certifications: 
 

Northwestern University
Product Strategy Executive Certification
2019–2020


St. Thomas University
Mini-MBA Executive Certification
2011

Grand Valley State University 
Nonprofit Board Leadership Certification
2011-2012

Want to talk?

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