Get the Ultimate Job Search Guide for Product Marketers to help you land more interviews, position yourself as the best candidate, stand out, ace assignments, and navigate the entire job search process with confidence. Download the Ultimate Job Search Guide for Product Marketers Learn what hiring mangers are looking for, get tactical tips to navigate each step of your search with confidence, and land your next role. Take charge of your job search with 20 pages of insights distilled from thousands of hours spent coaching over 150 clients. By providing your email address, you'll also subscribe to my newsletter. You can unsubscribe at any time, and I respect your privacy. Valentina Llinas Sr. Product Marketing Manager @ Cornerstone OnDemand "I had been in the hunt for 6 months already without luck, and by meticulously following Yi Lin’s process (trust her process!), I was fortunate to secure a role that checked all of my boxes within just 2 months! The confidence that Yi Lin’s approach provides is priceless and game-changing." What You'll Learn How to tailor your search to your unique strengths, values, and competitive advantage. How to position yourself as the best candidate and understand the most strategic way to apply. How to ace your interviews and take-home assignment based on what hiring managers are looking for. Get Instant Access to the Ultimate Job Search Guide for Product Marketers Now By providing your email address, you'll also subscribe to my newsletter. You can unsubscribe at any time, and I respect your privacy. Why I created this guide Waves of tech layoffs have made it more important than ever to stand out in the job market. If you’ve been applying to dozens of roles and haven’t heard back or you keep getting passed up for more experienced candidates, it’s time to get more strategic. This ebook consolidates insights from hundreds of hours helping clients land product marketing roles. I hope it can help you avoid pitfalls and build confidence as you navigate your search.

Get the 30-60-90 Day Onboarding checklist for product marketers to help you start your new product marketing job with ease and confidence. Download My 30-60-90 Day Onboarding Checklist for Product Marketers Learn how to start your new PMM job with confidence. By providing your email address, you'll also subscribe to my newsletter. You can unsubscribe at any time, and I respect your privacy. Angelea Ennamorato Product Marketing Lead "As I tackled my role as a startup's founding PMM, I knew I needed help. Yi Lin brought in amazing qualities as a coach—perspective, wisdom, and empathy (to name a few)—that propelled me to a new phase of my career and job where I felt empowered to tackle opportunities and challenges." Starting a new job is exciting, but it can also be filled with stress and burnout. The first 90 days on a new job are usually the most critical and challenging period in your professional career. The actions you take (or don’t take) during this time will largely determine whether you succeed or fail. This is why I am so excited to share this template with you. It will help you onboard with the right strategy and mindset. The information in this checklist has been gathered first-hand from helping dozens of clients ace their first 90 days, and I hope it will help you too!

Land your dream product marketing role faster with bespoke 1:1 coaching. Get personalized strategy, interview preparation, resume optimization, assignment feedback, and negotiation support from the most successful program for PMM job seekers. Land: 1-1 PMM Job Search Coaching Program Land your dream PMM role without the stress. The personalized guidance you need from a PMM leader to land your dream role in the shortest time possible. Book a Free Consult Join hundreds of PMMs and leaders who have landed their dream roles. You’re a PMM leader or people manager. Despite saying all the right things (or so you think), and having lots of experience, you keep facing rejection. You wish someone could help pinpoint what’s going wrong , articulate your leadership and strategic impact more effectively, and navigate the complexities of a director+ level job search. You are under a significant time crunch. The clock is ticking. Your job search feels overwhelming, and while you understand the basics, you’re unsure where to focus to see real results. You wish you had someone to simplify the process - an expert who can cut through the noise and tell you exactly what to prioritize (and what to ignore). You’re craving a trusted partner who’s in your corner for advice, direction, and moral support when things get tough. You’re a career switcher from an adjacent field. You’re constantly getting passed over for candidates with direct experience, even though you know you have what it takes to succeed. Translating your skills into PMM language? That’s the challenge. You wish you had an expert who could help you speak the language of PMM and establish your credibility in interviews. Does this sound like you? What my clients say Real-world expertise from an award-winning PMM leader. I’ve built and led three product marketing teams from scratch, spanning Series A to Series F startups and public companies in Silicon Valley and NYC. Beyond understanding what hiring managers look for, I bring the perspective of a seasoned business strategist. I’ll help you go beyond just positioning yourself to stand out—I’ll teach you how to think, speak, and solve problems like a leader. I’ve walked in your shoes as a career switcher. As a career switcher who successfully transitioned from transportation consulting to product marketing, I know firsthand how daunting breaking into PMM can feel. But I also know it’s possible because I’ve done it. Through that journey, I didn’t just figure it out—I turned my experience into a repeatable, proven system that has empowered over 200+ PMMs to do the same. I’ll guide you step-by-step with practical strategies that work, so you can confidently navigate your own path and achieve the same transformative results. I bring actionable, hands-on PMM expertise. With 8 years of hands-on experience leading and developing high-performing PMM teams, I’ve honed a method that combines practical, real-world insights with proven coaching strategies. I’ll teach you product marketing concepts in a way that’s not just theoretical but immediately relevant—empowering you to excel in interviews and hit the ground running in your next role. Through 1-1 coaching, I’ve helped candidates from all backgrounds and industries land PMM roles in as little as four weeks . If you’re ready to navigate the challenges of your job search and accelerate landing your next role, I’m here to help you succeed. If any of these situations sound like you, you are not alone, and I am uniquely positioned to help you. Book a Free Consult Read 60 more Testimonials on LinkedIn (Recommendations Section) Allie Allegra Director of Product Marketing, Algolia After getting laid off, Yi Lin became my guiding star during a very challenging transition. In just a few sessions, Yi Lin helped me distill my unique strengths and position myself effectively in a tumultuous and hyper-competitive job market, and provided insightful feedback, particularly when I faced complex assignment rounds. When I received an offer that left me uncertain, Yi Lin hopped on the phone right away, despite it being a Friday evening , to break down the pros and cons so that I could make a confident, informed decision. I HIGHLY recommend her to anyone seeking not just a coach, but a dedicated, empathetic partner in their professional development as a Product Marketer. Christine Moore Director of Product Marketing, Forj Before I connected with Yi Lin, I felt overwhelmed by the prospect of my next job search. Yi Lin helped me gain clarity through insightful coaching sessions, asking powerful questions that helped me define my ideal role and career goals. Her one-on-one approach felt personalized and supportive, like having a cheerleader in my corner. She's also cracked the code for writing cover letters that land interviews; she helped me craft compelling narratives that showcased my unique value proposition. The connections I made with other product marketing professionals in her community also allowed me to build a valuable network that continues to offer support and advice as I prepare to dive into a new role. I am grateful to Yi for empowering me to take control of my career and navigate the journey with clarity and confidence. She was a game-changer for me , and I can't recommend her services highly enough. Moyo Ajepe Product Marketing Manager (Strategy), Walmart Connect I wanted to pivot into a PMM/PMM adjacent role and had been working for months on my own to no avail. I even met with other PMM coaches but did not feel like they understood my goals. But then I found Yi Lin, and it has been one of the best career decisions I've ever made! She's incredibly flexible and took the time to really understand me and provide strategies on how I should approach my career pivot. The abundance of resources she provides, were instrumental in helping me. With her guidance, using her networking strategies, and a bit of perseverance, I was able to make a move into a role that finally aligned with my career goals! Not only is Yi Lin a well respected thought leader within the PMM space, but she's a great career coach! Thank you Yi Lin! Liza Ansher Product Marketing Manager, Amazon I'm not just saying this, I'm shouting it from the rooftops – if you're aiming for a thriving PMM career, Yi Lin is your secret sauce! In a few months of working together, I landed an offer and gained core PMM skills, critical thinking abilities, and a community that has set me up for future success. Specifically, Yi Lin's 1:1 coaching and async support significantly enhanced my interview and assignment performance and her resource hub, comprising of frameworks, guides, best practices saved me time and made me a better PMM, and finally, connecting with fellow participants in Yi Lin's program created a supportive PMM community for learning and growth amid the job search's highs and lows. If you are looking for a supportive coach on your career journey in PMM, choose Yi Lin! Josh Porter Director of Product Marketing, Kore AI I am thrilled to share my experience working with Yi Lin - as her guidance played an instrumental role in helping me secure a coveted Product Marketing Director role that aligned perfectly with my goals. My objective was to transition from an enterprise setting to a startup. However, given the tough job market, I found myself facing a lot of rejections despite my experience. The turning point came with Yi Lin’s guidance, which allowed me to stand out with a highly differentiated messaging. Additionally, her program allowed me to transform into a better product marketer - an unexpected but welcomed outcome of this journey. The comprehensive support I received—from group meetings and guest speakers to practice interviews—was pivotal in preparing me for the challenges of my new role. I express my deepest gratitude to Yi Lin and her client community. Job searching can be isolating, but with this program, I never felt alone. Eddie Radcliffe Sr Manager, Product Marketing, Circle I've had a GREAT experience working with Yi Lin. I was struggling to get a foot in the door for interviews, despite having over 10 years experience in consulting and product marketing. Yi Lin helped me turn around my key talking points from "what I want to say" to "what hiring managers want to hear"! Overall, it was a great experience in honing my background into very specific reasons why someone should hire me, as well as refining the companies I should target to immediately increase my success rate. Additionally, beyond the (abundant) frameworks and resources, I found our conversations invaluable and helped me to go from a "good candidate" to "the best candidate" - I landed a role within 1 month of working with Yi Lin! Alejandro Bellarosa Sr Director of Product Marketing, Varicent Yi Lin helped me get two senior-level offers in 10 weeks and completely redesign my core messaging and value pillars as a product marketer. She literally brought order to a chaotic search. More importantly, she is also an expert PMM strategist and has become a close advisor. Since starting my new role, she has advised me on my 30-60-90 plan and set my team strategy. I highly recommend her to anyone looking for an experienced PMM leader to help them find a new role, pivot to a different PMM category, and succeed in their role. She’s my new secret (but not so secret) weapon!! Prak Swamy Product Marketing Manager, Ownwell Yi Lin has been an EXCELLENT coach and guide. Her coaching program has been one of the BEST investments I have made for my career. She worked with me to create a personalized job search strategy and also taught me how to nail my pitch and tailor my application for each role. I followed her process to a T and was fortunate enough to land a great Full-Time role within few months of unemployment. More importantly (and this is what’s unique about Yi Lin), she also regularly checked in with me, going beyond her call of duty , was just always highly responsive on Slack to answer any questions I had and made introductions to peers/hiring managers whenever possible. She genuinely cared about how my job search was going. I HIGHLY recommend her program to make the best use of your time while looking for your dream role. The ROI will be worth it and will pay for itself and many times more. Peggy Pan Sr Product Marketing Manager, UnScreen Working with Yi Lin is one of the best decisions I made in my product marketing career. Her coaching helped me land a role in my dream field (even when the job market was so difficult). I chose to work with Yi Lin because she's clear about how she can help, and her advice is so on point. In every conversation I had with her, I could see tangible progress I was making to become a better PMM. One thing unique about Yi Lin is: in addition to her solid product marketing knowledge and experience, Yi Lin is very thoughtful and creative about her coaching approach. She constantly seeks diverse ways to help us grow through providing tools, masterclasses, and community building. After my job search, I decided to continue working with Yi Lin in my new role. Because I value her insights, and also because I truly enjoy this meaningful coaching relationship with Yi Lin. What’s in the 1- 1 program? I’ve developed a proven PMM Job Search System that will serve as the theoretical foundation of this coaching program. On top of that, I’ll provide in-depth customization to directly support your specific situation, For example: If you are a leader or people manager , I can help you: Craft compelling narratives that highlight your leadership skills, from building teams to driving business impact. Tackle complex case studies with strategic advice that showcases your expertise. Build a targeted networking strategy to access the hidden job market and senior-level opportunities. If you are job hunting under a significant time crunch , I can help you: Quickly diagnose blind spots, uncover issues, and course correct based on what hiring managers are looking for. Develop a focused job search strategy that prioritizes high-impact actions. Offer moral support and actionable feedback to manage stress effectively. Explore alternative ways to secure income while continuing your search. If you are a career switcher , I can help you: Identify your transferable skills and your superpowers to build a powerful narrative for your ideal target companies. Learn critical PMM frameworks and apply them to your experience so you can discuss them convincingly in interviews and show you understand how product marketing works in your case studies. Identify roles with the most transferable entry points and build a transition path that can serve as stepping stones. FAQs How is this different from your PMM Job Search System? This 1:1 Complete Job Search Coaching Program is perfect for professionals seeking highly personalized guidance tailored to their unique circumstances. This is a customized program and is ideal if you: Are at a more senior level and require customized strategies to navigate the competitive job market. Need to land a role quickly without compromising quality or fit. Have an unconventional career path or a career switcher and need help crafting a compelling narrative. Simply prefer 1-1 support to receive the highest level of accountability. With this program, you’ll receive my highest level of individual attention and expertise, ensuring every aspect of your job search is optimized for success. Because of the personalized nature of this program, I accept only a limited number of 1:1 clients each month to provide the focus and support you deserve. The PMM Job Search System is perfect for those who prefer a structured learning experience and the energy of learning alongside others. It’s designed to guide you step-by-step through every phase of landing a product marketing job, offering flexibility with on-demand lessons and community support through live coaching and the buddy system. This program does not have 1-1 support. What’s the benefit of working with you vs. another job search coach? Unlike other job search coaches, I bring years of real-world product marketing leadership experience across Series A startups to publicly traded companies in Silicon Valley and NYC. I’ve built and scaled PMM teams from scratch, developed hiring processes, and directly influenced business strategy at every stage of growth. This means I don’t just teach you how to polish your resume—I show you how to think and position yourself like a PMM who can solve the challenges businesses are facing. For senior-level candidates, this is especially critical. At this stage, it’s not just about demonstrating skills—it’s about articulating your strategic value. For example, one of my senior-level clients, a PMM transitioning from a different industry, landed a global leadership role in two months. We worked together to craft a narrative that showcased how they could drive market expansion and align cross-functional teams—a message that resonated immediately with hiring managers. Working with me means you’re getting guidance from someone who’s built teams, understands the nuances of leadership hiring, and knows exactly what decision-makers are looking for. I’ll help you stand out and make the leap to the next stage of your career with confidence and clarity. Is this worth the investment? Absolutely. Let me ask you: how much do you value getting your dream job faster? The biggest advantage of 1-1 coaching is the immediate, actionable feedback you’ll receive during your job search. Instead of spending months applying, interviewing, and learning through trial and error, you’ll get tailored advice from a seasoned PMM leader who has coached over 200+ PMMs into their dream roles. Here’s the thing: job searching isn’t just about effort—it’s about precision. Many candidates unknowingly repeat the same mistakes in interviews or their applications, costing them valuable time and opportunities. By working with me, you’ll gain insights and strategies honed from years of experience and a proven system that’s helped hundreds of PMMs succeed. For example, one client was struggling to move past final interviews for senior roles. Within weeks of joining my program, we pinpointed what wasn’t resonating, reframed their narrative to align with hiring managers’ priorities, and adjusted their approach. They landed their dream job within two months—at a salary $50k higher than expected. When you work with me, you’re not just investing in your job search—you’re accelerating your results with a tested system with an expert guide in your corner, ensuring every step you take is intentional and effective. Will I directly work with you? Yes, you will work directly with me on every aspect of your job search. There is no outsourcing to other coaches. Why do I still need to book a call to work with you? I limit the number of clients I work with at any given time to ensure I can provide each person with the high level of attention and tailored support they deserve. Having a call helps me understand your unique situation—whether you’re a senior PMM leader navigating complex opportunities, a career switcher looking to break into product marketing or someone under time pressure who needs fast, actionable results. This process also ensures we’re a good fit. My approach is highly collaborative, and I want to make sure my methods and expertise align with your goals and challenges. Inside the Program 6 x 60-min 1-1 coaching sessions (incl. Mock interviews) Full resume, cover letter, LinkedIn refresh 6 months of unlimited async document reviews between sessions 6 months of email/Slack support with 1 day turn around time A custom job search plan just for you Free access to my PMM Job Search System Program worth $1,095, including: 30+ actionable lessons with templates, guides Live monthly group coaching calls My entire vault of workshop and coaching call recordings Access to a daily active private client community Access to a buddy system for accountability End-to-end support guarantee All 1-1 program components are valid for 6 months, with flexible timelines to meet your schedule. All group components and community access are available until you land a job. One Time Fee of $4,500 USD or 3 installments of $1,650 USD per month Book a Free Consult Valentina Llinas, Sr PMM at Cornerstone onDemand “You’re reading all these recommendations and think to yourself – 'Isn’t this too good to be true? Should I really make the investment?' The answer is, without a doubt, YES! Engaging in Yi Lin’s program is one of the most valuable investments I've made for my career. I had been in the hunt for 6 months already without luck, and by meticulously following her process (trust her process!), I was fortunate to secure a role that checked all of my boxes within just 2 months! I wholeheartedly recommend her program as an efficient way to maximize your time during the pursuit of your next role. The return on investment is substantial and will not only cover its own cost but also yield many times more in benefits. Run, don’t walk!” Ready to Land Your Dream Product Marketing Role Faster? Schedule a Free Consult

Today, we'll continue our discussion on getting promoted in product marketing. As a reminder, promotions aren't just about performance . They're about strategy, timing, and visibility . The full Promotion Playbook consists of four critical steps: 1️⃣ Be in the Right Place  (because some companies will never promote you)  2️⃣ Do the Right Work  (don't just "work hard"; do work that matters)  3️⃣ Get in Front of the Right People  (because unnoticed work won't get you anywhere)  4️⃣ Ask the Right Way  (so leadership has no choice but to say "YES" ) In our last newsletter, we covered the first two crucial steps: being in the right company and doing the right work. Now let's tackle the remaining elements that will seal the deal on your promotion. Today, we'll focus on steps 3 and 4  – the two most often-neglected ingredients in getting promoted, because even exceptional work won't get recognized if it's invisible to decision-makers. For your reference, this is part of a multi-part series on career advancement: Part 1 :  Focused on the first two ingredients you need: being at the RIGHT company and having the RIGHT skillsets. Part 2:   Focuses on etting in front of the RIGHT people and asking for promotion the RIGHT way. <— this newsletter.   Part 3:  Beyond traditional promotions - Alternative paths when conventional advancement isn't the right fit for you - coming in April.  P.S. my friend Brian Lee, Director of GTM Strategy at JPMorgan (and former PMM leader), and I have worked closely on this topic. In today’s newsletter, I’ll break these down and share a tactical approach to ensure you get the recognition and career growth you deserve. Step 3: Get in Front of the Right People (Driving influence) The value + recognition equation.  Imagine you're at the right company, working on meaningful projects, and consistently delivering excellent results. But as we all know, doing great work alone isn’t enough to secure a promotion. If the right people don’t see and recognize your contributions, they may go unnoticed. To advance in your career, you must ensure your work is recognized by those you aim to influence - not just your boss, but also key stakeholder teams. This is especially critical for PMMs, who often operate with limited direct authority. So, how do you build influence with the right people? It starts with understanding the Value-Recognition Equation . In our last newsletter, we covered how to create value. Now, let’s focus on the second half of the equation: getting recognized . Here’s how you can amplify your impact and drive influence in three key steps: 1: Map your circle of influence  The first step is identifying who needs to see your work. These needs to be people who have real power who can actually advocate for you:  Your direct reporting line:  Manager and their manager Cross-functional partners:  Product leaders, sales representatives and so on  Executive sponsors:  VPs and other decision-makers who approve budgets and headcount Quick Action:  Set aside 15 minutes this week to create a simple influence map. Draw yourself in the center, then add everyone who influences your career growth as connected circles around you. Note their roles and decision-making power. 2: Understanding what matters to them Once you've identified your key stakeholders, take time to understand: Their goals:  What they're measured on and what success looks like for them Their blockers:  What prevents them from achieving their goals Their communication preferences:  How they like to receive information For example: Sales teams  are measured by quotas and deal velocity. They need concise, actionable content they can immediately use with customers that actually work.  Product teams  care about driving adoption and championing the product. They want PMMs who deeply understand the product and can articulate its value. Leadership  is focused on bottom-line results. Always ask yourself "so what?" about your work until you can connect it directly to business outcomes. If you feel that your stakeholders won't make time for you to understand their goals, remember you can make time for them. Instead of just asking them to meet 1-1, start by reviewing their team OKRs or public goals. Attend their team meetings as an observer. If possible, shadow them for a day to see their challenges firsthand. 3: Add value consistently  With this understanding, you can align your work to address what matters most to your stakeholders: Match your work to their priorities:  Help solve their problems Be proactive:  Anticipate needs before they arise Plan your socialization strategy:  Just as you would plan a product launch, create a plan for how you'll share your work's impact This last point is crucial and often overlooked. For every major project or initiative, set aside time in your project plan specifically for socializing your work and its outcomes. Don't wait until the project is complete - create multiple touchpoints throughout the project lifecycle: When you create the initial plan At key milestones Before launch ("pre-launch roadshow") After launch results are available During retrospectives Influence is not self-promotion.  With these steps, you'll be well on your way to building relationships and getting recognized. But if you're introverted or feel uncomfortable with "selling yourself," like I am, remember: influence isn't about self-promotion - it's about building genuine relationships through value and education. By shifting your mindset, you'll see that influence is a natural  and essential part of being an effective employee. When the right people step up and drive influence, they create positive ripple effects that benefit their teams and organizations. Meet Dia…  One of my clients, Dia, a PMM at a growth-stage B2B cloud company, hadn't been promoted in four years despite transitioning from lifecycle marketing to product marketing and performing well.  She was frustrated, felt stuck, and it didn’t help that in 4 years she had 3 different managers.  Working together, we identified that she needed to improve how she socialized her work and build stronger relationships with the product team - the most important stakeholder in her circle of influence (instead of only trying to prove her worth to her managers). Understanding this, she focused on a tier-one product launch, actively treating the product managers as partners in the process rather than just stakeholders. She included them throughout the launch planning and execution, created a killer launch plan, sought their input and incorporated their feedback. The results of the launch were transformative. Dia received written praise from the product team (which was shared with her manager), and the lead product manager even told her, "you're now part of the product team :) " – the ultimate validation.  After this successful launch, she got a note from her manager that said “The launch was phenomenal, and I heard positive things from the Head of Product - well done” Step 4: Ask the Right Way (To get promoted as a PMM) So, you've built a strong circle of influence and are thriving in your role by delivering great work. But does that mean a promotion will automatically come your way? No. You have to make the ask. One of the most valuable lessons I learned early in my career came from a VP in my first marketing role. He told me that 99% of the promotions he received happened because he asked for them directly.  Making the ask signals your ambition and holds your company accountable for supporting your growth. But when  and how  you ask makes all the difference. The Biggest Promotion Misconception If you’re asking for a promotion during your performance review, it’s already too late . By the time that conversation happens, the decision has likely been made. Promotion decisions don’t happen in the review meeting, they happen months earlier , during informal discussions and calibration meetings. Your review is simply the final, formal announcement. Think of your promotion like a product launch and work backward from your review date. Since most performance reviews happen annually or semi-annually, you need a strategic approach to proactively shape the decision before it’s made. Here’s a promotion playbook  to help you influence the outcome and maximize your chances of success. When and How to Ask  6-12 months before your review  Start by aligning your goals with a promotion in mind. Work with your manager to create a career development plan : a structured document outlining where you are now, what’s required for the next level, and the steps to bridge that gap. This should include: A current level assessment  of your skills and strengths A target level breakdown  of what’s needed to get promoted A gap analysis  highlighting key areas for growth A clear action plan  with specific projects and initiatives to develop those skills The support and resources  (mentorship, training, coaching) your manager can provide Beyond formal planning, actively identify and take on key projects that showcase your ability to operate at the next level. Schedule career development check-ins  separate from your regular 1:1s to ensure ongoing alignment and feedback. 3-4 months before your review At this stage, start collecting proof of impact. Gather results from your projects, seek feedback from stakeholders, and reinforce your interest in a promotion with your manager. Keeping it top of mind ensures they advocate for you when decisions are made. 1 month before your review Document your key achievements and present them to your manager. This makes it easier for them to build your case during promotion discussions. As a former manager, I can tell you—while leaders are aware of big wins, having everything documented makes their job easier and ensures nothing is overlooked. Proactively sharing your progress allows you to control the narrative. Strategic timing beyond the review cycle  While annual or semi-annual reviews are the most common promotion moments, you can also leverage key career milestones to make your ask: After major wins:  Strike while the iron is hot, especially when you've driven strong results or received company-wide recognition. After taking on new responsibilities:  If your role has expanded but your title and compensation haven’t, it's time to discuss leveling up. When already operating at the next level:  If you're consistently executing at a higher level, make the case that the promotion is simply a formal acknowledgment of your contributions. Final word By following this approach, you take control of your promotion path while ensuring your manager can provide the right support. But remember, promotions don’t always happen on your timeline.  External factors like budget constraints or organizational shifts can delay even the best-laid plans. If your manager is invested in your growth but the promotion doesn’t happen, stay open-minded and adjust your strategy accordingly. Dia’s story.. continued...  After Dia’s successful launch and the glowing feedback her manager received, she seized the moment to ask for a promotion. To ensure a strong case, we crafted a strategic approach that framed her impact as a win for both her manager and the team. In her next 1:1, she made the ask, and her manager responded positively. Within two months, at her next review, she was promoted to Senior Product Marketing Manager with a 17% salary increase. But Dia didn’t stop there. Committed to reaching Director, she worked on a structured development plan, aligning her growth with her manager’s goals. This proactive approach set her up for long-term success and strengthened her leadership impact. Putting It All Together: Your Action Plan Remember, to maximize your promotion chances, focus on these four steps: Be in the right place:  Use the career health checklist to assess your environment Do the right work:  Create a career growth plan to target high-impact projects Get in front of the right people:  Map your influence circle and create a socialization strategy Ask the right way:  Develop a career development plan with your manager and time your request strategically Three Actions You Can Take This Week: Map your circle of influence  – Identify the 5-10 people who most impact your promotion prospects Schedule a career development conversation  with your manager separate from your regular 1:1s Choose one high-visibility project  to focus on this quarter and create a plan to socialize its results In the next newsletter, we will discuss alternative paths to career growth. As you have probably seen on my LinkedIn post, getting promoted is NOT the only way to grow, because our career is not linear, and it’s not just about pursuing going up the ladder.  How I can help  If you read this and thought, Wow, this is great , but you also know that just reading advice isn’t enough to actually get promoted—then my coaching might be exactly what you need. In Thrive , I work with PMMs who want to move up to high IC and Director (or adjacent leadership roles) without wasting months figuring it out alone. This is a highly tactical and effective mix of PMM coaching + career coaching, designed to get you real results. If you’re ready to take control of your career path, let’s talk.  That’s all for now!  See you next time.

Why PMM Promotions Don’t Happen (Even When You Deserve One) It’s Friday at 5 PM, and Colleen is still working. She’s knee-deep in the new repositioning work - one of her team’s most critical strategic projects. Her manager told her she was the only one trusted to handle this kind of work. She should feel valued. But she doesn’t. Because despite getting great performance reviews  for three years in a row , despite taking on the hardest projects , and despite working late…she still hasn’t been promoted. She’s wondering: Should I stick it out just a little longer? Maybe my career switch from content marketing is the reason I keep getting overlooked. Maybe I just need to prove myself more. The truth is, Colleen’s story isn’t unique. Every week, I hear the same frustration from PMMs at high-growth companies: “I hit my goals. My manager praises my work. But somehow, I’m still not getting promoted.” "I'm always the one ready to pitch in on a project, but I feel constantly overlooked." It’s frustrating because it feels  like you’re doing everything right. You’re taking on tough assignments. You’re delivering real impact. You’re a trusted voice in meetings. So what’s actually happening here? Here is the truth: promotions aren’t just about performance . They’re about strategy, timing, and visibility . So how do you ensure leadership sees you as the next obvious candidate for promotion ? It comes down to four critical steps: 1️⃣ Be in the Right Place  (because some companies will never promote you) 2️⃣ Do the Right Work  (don’t just “work hard”; do work that matters 3️⃣ Get in Front of the Right People  (because unnoticed work won’t get you anywhere) 4️⃣ Ask the Right Way  (so leadership has no choice but to say “YES” ) Today, we’ll focus on the first two steps . In the next newsletter, we will focus on steps 3 and 4. Step 1: Be in the Right Place Before you even think about proving yourself, you need to ask: 👉 Am I even in an environment where promotions happen? You can be the best PMM in the world, but if your company doesn’t prioritize career growth - or your manager doesn’t advocate for their team - you’re already fighting an uphill battle. So when it comes to selecting the right company, it’s important to consider two important factors: the company’s health and your manager. Signs of a good company What to look for in the right company First, you want to join a company that's on a solid trajectory. No one can succeed by being the captain of a sinking ship. This means looking beyond the flashy perks or temporary extras and digging deeper into the company's fundamentals. Ask the following: Financial health:  Is the company financially stable and experiencing growth? Cultural alignment:  Does the company's culture resonate with your values and work style? Skills alignment:  Are your skills and strengths a good match for the role and the company's needs, and are the skills needed for the role realistic? Growth opportunities:  Does the company have a clear path for growth and advancement, even if it's a startup? Caution:  There are many roles out there that masquerade as PMM roles, but are not actually  PMM roles; for instance, roles that require you to spend 80% of your time on content creation, or running campaigns. It’s extremely important to verify whether the ​responsibilities are true PMM​  (research, positioning and messaging, product launches, enablement). What to look for in a manager Just as crucial as choosing the right company is finding a manager who will champion your growth and advocate for your success.  A supportive and influential manager can make ALL the difference in your career trajectory. Here are some qualities to look for in a manager: Prior track record:  Does your manager have a track record of promoting their team members and helping them develop their careers? Competency/skills:  Does your manager possess skills and expertise that you can learn from, whether in product marketing or general business acumen? Compatible work styles:  Are your work styles complementary? While your styles don't need to be identical, they should be compatible enough to foster a productive and collaborative working relationship. Influence and advocacy:  Does your manager have a strong voice at the table when it comes to promotion decisions? Can they effectively advocate for their team members and ensure their contributions are recognized by senior leadership? The last point is perhaps the most important. If your manager is politically weak  within the organization, it will be 10 times harder for you to succeed, as they will not be effective advocates for you or your team. Pro Tip:  You can learn a lot about the manager and the company by paying attention to how cross-functional partners talk about your potential manager during interviews. In addition, don't underestimate the power of networking and gathering information from sources outside of the formal interview process. Back-channeling, which involves connecting with ex-employees or other individuals within the company, can provide invaluable insights  into the company culture, management styles, and growth opportunities. Assessing your current environment If you're already working in product marketing, it's important to periodically assess your current environment to ensure it's still conducive to your growth . I have developed a worksheet for my clients to conduct this check regularly, and it’s been a game changer. The goal here is not to quit immediately if things don’t look great, but to pay attention to decide what factors are good enough, and which ones are deal breakers. Colleen’s Story (Continued) After realizing her company and manager weren’t setting her up for success, Colleen knew she needed a change. She reached out to me, and we worked together to conduct a health check on her role. It became obvious her manager did not have her best interest at heart and she needed to leave. We then worked on a job search strategy, one that positioned her as a senior-level strategic PMM, not just an executor. Within two months, she landed a Senior PMM role with a $50K salary increase. Here is the thing: no good manager wants to hold you back, even if it means having to find a replacement for you. The work Colleen had been doing at her old company was keeping her stuck. Deciding to quit, and positioning her skills at the level she deserved unlocked her career growth. Step 2: Do the Right Work Being in the right environment is important, but it’s just the starting point. If you want to stand out and position yourself for promotion, it’s not about doing more - it’s about doing the right things. Yet, here’s the biggest misconception I see: Many PMMs believe that “career growth” means mastering every skill  on the PMM career ladder. It couldn’t be further from the truth. I cringe every time I see massive career matrices—those exhaustive checklists that seem structured and impressive but are impossible to execute in real life. I often coach Heads of PMM to redesign these frameworks because they create a false sense of progression. They push PMMs to become generalists, when in reality: 💡 PMMs who get promoted aren’t the ones trying to do everything. 💡 They’re the ones who excel in a few key areas that drive impact. The key to career acceleration isn’t checking every box - it’s mastering the specific skills that move the needle. If you’re feeling stuck in your growth, ask yourself: Are you focusing on what truly matters, or just trying to do it all? The T-Shaped and π-Shaped PMM Rather than spreading yourself too thin, focus on one or two key areas of deep expertise while having broad exposure across the rest of product marketing. Depth:  You have deep expertise and proficiency in one or two core product marketing skills, making you a go-to expert in those areas. This could be in areas like product launches, competitive intelligence, or messaging and positioning. Breadth:  You have broad exposure and a general understanding of all other areas of product marketing, allowing you to collaborate effectively with different teams and contribute to a wide range of projects. And instead of waiting for leadership to define your strengths, you need to define them yourself. Ask yourself: 💡 What do I want to be known for? 💡 What work do I consistently deliver at an exceptional level? 💡 Which projects have I worked on that created measurable business impact? Here are examples of high-impact skills areas for PMMs: Positioning & Messaging  → You own how your product is perceived and differentiated. Product Launches & GTM  → You drive strategy that leads to revenue impact. Research and insights  → Your insights influence executive decisions and roadmap strategy. Sales Enablement → You build materials and processes that help sales close more deals. The goal is to be the “go-to” person for one or two of these—and make that expertise undeniable. Three Fundamental Areas to Master in Product Marketing You might be thinking, "Great, I’ll just focus on developing those core skills, and I’ll be all set, right?" Not quite. While core PMM skills are essential, they’re only part of the equation. To truly stand out, you also need to build your visibility, influence, and strategic thinking.  These are the skills that, over time, will set you apart the most once you’ve mastered the basics. At every PMM level, the key is to focus on the most important skills within these buckets to grow. When I figured that out, my career took off. Here’s how that looks: 🌱 PMM (Entry to Mid-Level PMM): Core Skills: Gain broad exposure across the 4 foundational areas, while delivering high-quality work in at least 2 areas. Visibility & Influence: Build strong, two-way relationships with key stakeholders with minimal supervision. Strategic Thinking:  This is still a developing skill at this stage, as PMMs typically execute plans set by leadership. 🌿 Senior PMM (Highest IC Level): Core Skills: Demonstrate experience across all core PMM areas with exceptional proficiency in at least one (e.g., the go-to positioning expert). Be truly T-shaped or π-shaped and operate with little to no supervision. Visibility & Influence:  Beyond stakeholder relationships, senior PMMs excel at making business cases and managing up effectively. Strategic Thinking: While you may not own the full team strategy, you actively contribute to it and propose opportunities based on insights. 🌳 Director (People Manager Level): Core Skills:  Guide the team to success by coaching and leveraging a deep understanding of PMM fundamentals rather than doing the work themselves. Visibility & Influence:  Be a trusted advisor to peers and C-suite leaders and contribute significantly to cross-team projects (e.g., a market entry initiative). Strategic Thinking: Own the strategy for the entire PMM team and influence company-wide direction. Creating Your Career Growth Plan Now that you have a clearer understanding of the skills you need to develop, you need to put it into action and track your progress. For that, I recommend the following steps: Define your target level:  What level do you want to reach in your career? Identify the skills and experience required for that level, using the chart above as a guide. Assess your current state:  Honestly evaluate your current skill set and experience. How would you rate yourself on a scale of 1-10 for each of the required skills? Identify skill gaps:  Determine the areas where you need to develop your skills or gain experience to reach your target level. Develop actionable steps:  Create a list of specific actions and activities you can take to close those skill gaps. This could include taking courses, attending workshops, volunteering for challenging projects, or seeking mentorship from experienced professionals. Below is a career development plan that I use with my clients. What’s next? Getting promoted in product marketing isn’t just about hitting milestones - it’s about building lasting influence and positioning yourself for continuous growth. In the next newsletter, I’ll dive into how to build influence, advocate for yourself, and time your ask strategically to land your next promotion. But why wait? You can take action NOW, and you don’t have to do it alone. Through my ​Thrive Coaching Program​ , dozens of PMMs have secured promotions - such as the client below: Here’s how I can help: ✔️ Personalized growth plan tailored to your goals ✔️ Custom resources to sharpen the skills needed for your next level ✔️ Influence-building strategy suited to your personality ✔️ Self-advocacy techniques to help you push for what you deserve I can even help you make the case to your employer to use L&D or professional development funds. Schedule a Free Consultation Today! Thank you again for reading! If you have feedback for my newsletter, please reply anytime - I read and respond to every email! To your success, Yi Lin

Hey, it’s Yi Lin! 👋 Welcome to my monthly newsletter on how to land, grow, and thrive in your dream product marketing roles. Today’s issue is inspired by my newest program, ​ The PMM Dream Job System ​ ,  designed to guide you step-by-step through every stage of the hiring process - from application to offer. 👉 Join the waitlist now and get 3 exclusive bonuses! Bonus 1: The perfect mock interview answer on how to introduce yourself Bonus 2: Interview insights and tips delivered to your inbox Bonus 3: Exclusive early access to The PMM Dream Job System What Hiring Managers REALLY Want (and What You Need to Ace the Product Marketing Interview Process) I’ve helped over 200 candidates land their dream jobs, coached dozens of hiring managers, and designed multiple hiring processes myself. Here’s what I’ve learned: Most candidates work incredibly hard but don’t always focus on the right  things. Why? Because they don’t truly understand what hiring managers want. It’s like studying for an exam without knowing the test material. With layoffs increasing and the end of the year approaching, it’s more important than ever to get this right. That’s why I’m here to help. In this newsletter, I’ll share: What hiring managers are really  thinking at each stage.  The mistakes that quietly cost candidates their chances How to stand out and land the job - by tailoring your approach Now, let’s dive in. Step 1: Define the role and source candidates Good hiring managers don’t start with a job description - they start with a problem. They ask: What’s missing on the team right now? What skills will make the biggest impact? What kind of candidate fits our growth stage and budget? The job description (JD) is the result of these questions. For PMM roles, it’s often broad - listing general requirements - but the priorities are specific. Hiring managers want a T-shaped marketer : someone with a range of skills but deep expertise in areas like messaging, product launches, or customer insights. Once the JD goes live, hiring managers don’t just wait for applications. They’re: Tapping into their networks (sometimes reaching out to me). Searching LinkedIn for candidates who’ve solved similar problems. As one hiring manager told me: “I needed someone to refine positioning and messaging for our platform product. The JD mentioned other responsibilities, but the main focus was on someone who could solve this specific problem for the complex ecosystem we are in.” What You Need to Do: To stand out, you need to think like a product marketer and position yourself as the solution to their problem. Here’s how: 1. Identify Your Ideal Company Profile (ICP) Pinpoint companies that need your unique expertise - whether it’s messaging, product launches, or a specific domain. Craft a clear, differentiated positioning strategy that shows you’re the perfect fit for their needs. 2. Don’t Be a Jack-of-All-Trades The biggest mistake candidates make? Applying everywhere and presenting themselves as “I can do everything.” Hiring managers rarely hire generalists. Instead, focus on showcasing your specialized value proposition. Read between the lines of the JD to highlight how your skills align with their priorities. 3. Optimize Your LinkedIn Profile Use keywords that hiring managers and recruiters are searching for (e.g., B2B SaaS, Platform, Ed-tech). Highlight measurable achievements and be specific about the value you bring to attract the right attention. Remember: clarity and focus will always stand out over trying to be everything to everyone. Step 2: Screen Applications Once a JD is posted, applications flood in. A typical PMM role can attract 300+ candidates in just a few days. Hiring managers need to narrow it down quickly—often reviewing hundreds of resumes to identify the top 10–20 candidates for interviews. Here’s how it breaks down:  ❌ 80% of resumes are rejected in the first pass.  ❓20% make it to the “maybe” pile.  ✅ Only half of those move forward to interviews. What are hiring managers skimming for Relevant experience  aligned with the role’s priorities. A clear narrative  connecting your skills to the company’s challenges. Signals of effort , like tailored resumes and thoughtful cover letters. As one hiring manager put it: “When I get a hundred applications, I skim quickly to separate the ‘no’ from the ‘maybe.’ If a resume doesn’t connect the dots for me in one paragraph, it’s a no. I need to see clear, relevant experience at a glance.” At startups and scale-ups, hiring managers often screen resumes themselves. At larger companies, HR may handle the first pass, but hiring managers still review the final shortlist to ensure alignment with their team’s needs. Either way, the process is the same: stand out or get overlooked. What you need to do: 1. Tailor your resume: Your resume isn’t a list of responsibilities—it’s a solution to their problem. Highlight relevant achievements:  Choose 2-4 standout accomplishments that directly solve the company’s challenges. Do not stuff the resume with more than 5 bullets per job. Add a strong summary statement:  Position yourself as the ideal candidate right at the top. Example Summary Statement: “Product marketing manager, ex-consultant with expertise in GTM strategy, positioning, and messaging for B2B SaaS products in [industry]. Increased adoption by 30% through data-driven campaigns. Excited to bring similar results to [Company].” 2. Make your application stand out: Write a thoughtful cover letter:  Use it to connect your achievements to the company’s challenges and demonstrate your communication skills. (Hint: Cover letters are NOT dead. Reach out thoughtfully:  Don’t rely solely on your application. Contact hiring managers or advocates directly. This shows initiative and highlights your unique value. Even if not every manager replies, those who do can significantly boost your chances. Remember: hiring managers are looking for clarity and relevance. Show them you’re the perfect fit, right from the first glance. Step 3: Interview Candidates Once a candidate passes the application screening, the product marketing interview process begins. A strong hiring manager should design each step with a specific purpose to narrow down the best match. For example, I typically create a detailed interview plan for every hiring process. This includes identifying the right stakeholders to involve, defining the areas they need to evaluate, and outlining the key questions they should ask. Involving key stakeholders ensures alignment and builds buy-in from the teams the candidate will work closely with. Unfortunately, many interview processes today are excessively long, often due to poor planning. A well-structured process should take no more than two months—dragging it out signals inexperience. After every stage, there’s a team debrief. Hiring managers ask:  Can this person solve the problems we need addressed? Do they align with the team dynamic, culture, and role? Will they bring energy, ideas, and be a strategic asset? Why “good answers” aren’t enough Here’s the truth: even good candidates can fade into the background. As one hiring manager told me after eight back-to-back interviews, “I couldn’t remember who said what—most candidates gave the same cookie-cutter responses.” The issue? Candidates focus on what  they’ve done without explaining the why . Most answers are forgettable, even when they’re technically correct. What you need to do instead Standing out requires thoughtful preparation and structured responses. This isn’t about overloading your answers—it’s about making them memorable. Here’s how my clients prepare using a tailored interview prep workbook: Study the company and role. Research each interviewer’s background. Craft a personal story that highlights your most relevant experience. Tailor responses to match the unique demands of every interview stage. How to take your responses from good to great in 4 steps: Use a structured framework like PSAR that I created (Problem, Solution, Action, Result) to organize your answers. Focus on the “why” behind your actions. Hiring managers care about your thought process. Refine your delivery. Confidence and authenticity make your answers stand out. Ask thoughtful follow-up questions to demonstrate curiosity and engagement. Here’s the thing: mastering interviews is one of the hardest skills to learn. It’s not just about what you’ve done—it’s about aligning your experience and messaging with the company’s needs. That takes preparation and practice. A hiring manager I coached told me: “I remember a candidate who had never been a dedicated product marketer but had a strong related background in content marketing. What impressed us was how they discussed collaborating with sales and using customer feedback to refine messaging, with very detailed examples that didn’t get lost in the weeds. It showed they understood the bigger picture.” Stage 4: Evaluate with an Assignment Ahh, the dreaded assignment stage - the most time consuming round in the interview process. While I don’t agree with overly lengthy or poorly designed prompts, assignments give hiring managers a deeper glimpse into how you’d perform on the job. In fact, I’ve seen candidates who were just “okay” in interviews blow the competition away with their assignments—and vice versa. So, while this stage can feel daunting, treat it as your opportunity to shine. Assignments are typically crafted to mirror key tasks you’ll handle in the role. For PMM positions, common assignments include: GTM launch strategies Sales pitch decks Positioning and messaging exercises This is what hiring managers are really looking for: Strategic thinking:  Does your solution directly address the company’s challenges? Creativity:  Do you bring fresh, innovative ideas? Storytelling:  Are your ideas clear, compelling, and easy to follow? One of my clients, for instance, delivered an outstanding GTM launch assignment that not only answered every single step logically but included additional “wow” components, including a real customer video he made by interviewing a customer to articulate the value of the feature. He got the offer within the same day. 4 things you need to do instead: 1. Understand the goal: What is the hiring manager really  asking for in the assignment? If anything is unclear, don’t hesitate to ask for clarification. Most hiring managers are happy to provide additional context. 2. Create an outline first: Map out key story points or themes before diving into the details. Many candidates skip this step and end up with disjointed work or missing key information. Starting with a solid structure ensures your narrative flows logically. 3. Research and build content thoughtfully: Focus on quality, not quantity. Include one or two standout elements that showcase your creativity or unique perspective. 4. Edit, review, and practice: Polish your work for clarity and conciseness. Practice delivering your assignment if it involves a presentation. Confident delivery can elevate even a solid but unspectacular idea. Step 5: Make the Offer Congratulations—you’ve made it to the final stage! At this point, the hiring manager wants to close the deal. They’ve spent time and energy finding the right candidate, and now they’re ready to secure you quickly. What you need to know: Sometimes the process stalls - don’t panic. If you haven’t heard back, reach out to the recruiter or hiring manager with a polite follow-up. Delays often happen due to internal discussions or evaluation of other candidates. If you’re in competition at the final stage (likely), set yourself apart with something extra: Send a thoughtful follow-up email sharing actionable ideas or insights. Reinforce your value with creative, specific contributions. (This is how I landed my first tech role!) When you get the offer, always negotiate.  Companies expect it, especially from strong candidates. This is your moment to secure the best package, and good hiring managers will advocate for you. Pro tip:  Negotiation isn’t just about salary. Look at the full package including benefits, equity and perks. Make sure the role aligns with your personal and professional goals. Stay professional and focused. Negotiation is about ensuring the role works for both you and the company. Closing the deal isn’t the end - it’s the start of your next big chapter. How can you land your dream job faster? Here’s the truth: landing your dream PMM role is an entirely different skill set than being a great PMM. It takes strategy, focus, and support. Even confident VPs struggle to stay motivated and consistent in today’s volatile market. So over the past months, I’ve put everything I’ve learned from years of coaching, student feedback from my previous courses, running my community, and industry changes into creating my newest program - the ​ PMM Dream Job System ​ . This is a proven program to help you: Navigate the entire job search process with 30 impactful, bite-sized lessons across 9 actionable modules, packed with exclusive PMM job search content, templates and guides. Stay motivated with monthly  live group coaching,  a daily-active job search community , and a buddy accountability system . This is truly my best work yet. Ready to take the next step? Join the waitlist today and start building the career you deserve. As a reward for those who take action, you’ll get access to 3 exclusive bonuses 🎁 : Bonus 1: The perfect mock interview answer on how to introduce yourself Bonus 2: Interview insights and tips delivered to your inbox Bonus 3: Exclusive early access to The PMM Dream Job System To your success, Yi Lin