FAQs
This is for Heads of Product Marketing, Heads of Marketing, GTM leaders, startup founders, and senior PMMs looking for high-leverage advice and hands-on support. If you’re navigating a messy org, scaling a team, or leading high-stakes GTM projects and want a trusted strategic partner, this is for you.
Thrive is designed for individual growth — it’s one-on-one coaching focused on helping PMMs get more career clarity, become confident, and get promoted into senior IC or director roles. The outcomes are focused on the individual. This is mostly funded out of pocket by each individual, with some support from L&D budgets.
Advising is for leaders who are also managing teams or functions. It's more structured around team outcomes, GTM strategy, and organizational systems. It’s funded by the company.
There might be other coaches and consultants out there, some with VP titles, some who’ve been in the industry a long time. What I offer is a little different.
I bring a balance that many others don’t: I’ve been close to the work, leading product marketing across different business models, from fintech to edtech to hardware-software hybrids, and at every stage, from early startups to global orgs. That means I’m not giving advice from 10 years ago or from too high up to be useful. I’m still hands-on, still doing the work, and still in touch with what today’s PMM teams and leaders actually need.
I also bring a different lived perspective. As a woman of color, an immigrant, a working mom, and a career switcher, I understand what it’s like to navigate spaces where you might not fit the mold. That lens allows me to bring empathy and clarity to even the most complex situations, and helps my clients feel seen, not just coached.
That said, I know the most important factor in a successful engagement is fit. I care deeply about doing work that’s right for both of us, which is why I always start with a real conversation. So just book a free consultant and we can see if we are a fit.
It’s simple:
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Book a free consultation call — we’ll talk through your goals, challenges, and what kind of support you’re looking for. No pressure, just a real conversation.
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Get a custom proposal — after the call, I’ll send you a plan that outlines what I recommend, how we’ll work together, pricing, and timeline.
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Review and approve — once you're aligned on the plan, we’ll finalize the details and move forward.
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Kickoff with intake — I’ll ask you to share key context and materials up front so we can hit the ground running and make the most of our time together.
Whether we’re working on team strategy, a specific project, or 1:1 coaching, the process is designed to be thoughtful, clear, and efficient.
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It depends on your needs.
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Advisory retainers typically last 3–12 months, or even longer
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Project-based work runs 2–8 weeks
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Workshops can be one-off or quarterly
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We’ll scope it together based on your timeline and goals.
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You’ll walk away with a clear strategy, repeatable systems, stronger stakeholder alignment, and a team that knows what good looks like. You’ll also have a trusted partner to help you think, decide, and lead more effectively. Finally, you will get immediate business results that will place PMM at the center of the GTM engine.
Renae Bradley
Head of Product Marketing, OEC
“Hiring Yi Lin as a fractional Product Marketing Director was one of the most impactful decisions during my tenure at OEC. From day one, she brought clarity, focus, and a strategic mindset that transformed how the PMM team approached GTM. Her leadership directly contributed to measurable revenue and elevated the role of product marketing across the organization. She aligned sales, product, and marketing resulting in everyone speaking the same language and executing with consistency.”
Matt Benson
Head of Product Marketing, JUUNOO
"We hired Yi Lin to help us create our US-market positioning and messaging, and her work has been transformative for our business, directly helping us drive a 240% increase in ARR in one year. Her insights into GTM strategy and her ability to help us build effective processes have been invaluable. Instead of the old school way of positioning, she created a collaborative miro board exercise that involved our entire leadership team to achieve results in less than 2 weeks."
Natalie Marcotulio
Head of Growth and Product Marketing
“A lot of advisors are helpful in the moment, but Yi Lin sets you up for long-term success with best practices and systems that keep working after she’s gone. She brought structure, clarity, and frameworks that helped us build a real product marketing function from scratch. She’s got that rare ability to help you think strategically, and then dive right into your launch plans or messaging.”
Strategic Advising
A trusted thought partner for Heads of PMM or GTM leaders who want clarity, systems, and support as they scale.
What we focus on:
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PMM team structure, roles, and charter
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Positioning, GTM, and enablement frameworks
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Cross-functional influence and internal buy-in
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Leadership support and stakeholder coaching
Best for:
New heads of PMM, startup marketing leaders wearing many hats, or product leaders who are temporarily overseeing PMM and need expert guidance.
Fractional Consulting
Embedded support for high-stakes projects or transitional moments when you need someone to help you do the work, not just advise on it.
Example scenarios:
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Positioning, repositioning, and messaging development
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Cross-functional GTM execution for Tier 1 launch
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Interim PMM team leadership and enablement
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Building repeatable systems and launch excellence
Best for:
Startups without senior PMM leadership, teams tackling major projects, or execs leading a strategic reset.
Team Training & Workshops
Hands-on, practical training to upskill your team and make PMM more strategic, tailored to your business, not a generic deck.
What we focus on:
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GTM planning and launch playbook
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Messaging and positioning
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Sales enablement
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Being an agile PMM in the age of AI
Best for:
Companies with junior or mixed-experience PMM teams, new hires, or leaders looking to create consistency and capability across their function.
3 ways I can help:
Hi, I’m Yi Lin Pei, a 3x PMM leader turned coach and advisor for ambitious product marketers and their teams.
I didn’t break into tech the traditional way. As a career switcher, I’ve felt the impostor syndrome and have burned out from trying to do too much, too fast, with little support.
What changed everything was owning my strengths as a former consultant and learning to lead with strategy, not stress. I got clear on exactly how to align my work and my team around the most important objectives, created frameworks and processes, and removed noise to deliver the highest-impact work in the shortest time possible.
As a result, I went from career switcher to Director of PMM in under three years.
Since then, I’ve led PMM teams at companies like Teachable, coached/advised 200+ product marketers, and built GTM strategies, training programs, and leadership tracks that have helped teams deliver more business results with less, especially in the age of AI.
Ebun Onagoruwa
Senior Vice President of Brand & Product Marketing
“As a product marketing leader stepping into a new org, I was looking for a trusted thought partner, someone who could challenge my thinking. Yi Lin was exactly that. She’s a steady, strategic presence with sharp instincts and no patience for fluff, equally effective in navigating org design, go-to-market strategy, launch excellence, and the day-to-day realities of leading a large team.
She brought valuable frameworks, and as a respected voice in the broader product marketing community, her published work gave me a helpful external lens to pressure-test our approach.
Yi Lin is incredibly responsive, curious, a natural problem-solver, and always willing to help. What sets her apart is her ability to cut through noise, surface core issues quickly, and offer practical, high-leverage advice grounded in real-world experience. Her input helped me move faster and lead with greater clarity.
If you're a senior leader looking to elevate your product marketing function and show up stronger at the leadership table, I highly recommend working with Yi Lin."
Product marketing is high-stakes. And most leaders are asked to deliver fast results without the structure, systems, or support to do it right.
Does any of these sound familiar?
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You’ve inherited a team but have no clear playbooks or processes
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You’re a new Head of PMM trying to scale your impact fast, but flying blind
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Your GTM process feels messy and reactive, not strategic
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You have a capable team, but they’re either early in their careers or missing key skills
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You’re leading a high-stakes project but can't afford for it to fail
You don’t need more theory or generic advice. You need a partner who’s been in your seat and can help you lead and execute with sharp thinking and objectivity.
I’ve supported leaders at companies including: