top of page

24 items found for ""

Pages (7)

  • Grow & Thrive in Your Dream Job Coaching | Courageous Careers

    Stop the stress. Take control of your career. Step confidently into your new role. Transform into the leader you are meant to be with coaching programs designed to foster career growth. Product Marketing Career and Leadership Coaching Book a Free Consult See Program Details Where My Current Clients Work At Struggling with imposter syndrome? Feel like you always get passed up for promotions? Need more career support? If so, I understand your challenges because I have been in your shoes. After successfully landing my product marketing job with no background in the field, I learned the hard way how to add immediate value, gain visibility, and advocate for myself - particularly as an immigrant woman of color. Having secured two consecutive promotions and reached the Director level within three years, I am eager to share my exact process with you and help you achieve your career goals. By working with me, you will go: From To By working with me, you will go from: What clients say Sara Miteva Sr Product Marketing Manager Through working with Yi Lin, I was able to get clear on my PMM career growth roadmap at a critical juncture, identify my priority and craft an action plan that I was able to immediately put into action. I highly recommend Yi Lin's coaching if you are looking to level up and/or looking for more career clarity! Don Atkins Product Marketing Manager Yi Lin masterfully blends clear communication, refreshing transparency, highly specific advice, and a positive mindset. After every session, I can better see the bigger picture, walk away with clear next steps, and--not to be underestimated--benefit from much-needed emotional guidance. Peter Nakamura Product Marketing Manager Yi Lin has been a fantastic career coach - she's helped me uncover new ways of thinking and approaching my career development. She is kind and thoughtful while also being direct, which is a rare combination! Her PMM community has also been a game changer as I get to connect with other brilliant PMMs. Angelea Ennamorato Product Marketing Lead As I am tackling 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. Neal Patel Product Marketing Manager Not only did she help me navigate my job search as a career switcher and help me land a target role that I love, but she also helped me grow in my role where she provided incredible product marketing advice. Peggy Pan Head of Product Marketing Yi Lin's coaching helped me land a role in my dream field (even when the job market was so difficult). After my job search, I decided to continue working with Yi Lin in my new role to help me onboard. Because I value her insights, and also because I truly enjoy this meaningful coaching relationship with Yi Lin Read 50 more Testimonials on LinkedIn (Recommendations Section) Choose Your Program Learn More Grow Program ​Succeed in your product marketing role in the first 90 days. Deliver value quickly and minimize stress. Learn More Thrive Program Thrive in your product marketing role. Achieve your career goals and get to the next level. Grow Program Succeed in your product marketing role in the first 90 days. Deliver value quickly and minimize stress. This program is valid for 4 months. While the coaching topics are fully customizable, here are sample topics I can help you with: ​ Build your onboarding strategy Master product marketing fundamentals such as GTM strategy, positioning messaging and enablement Overcome imposter syndrome and new job stress Deliver quick wins and prioritization Master networking and relationship building Build your success plan beyond 90 days What this program includes: ​ 6x 60-min 1-1 coaching sessions Customized templates and guides Customized homework Full email and Slack support with 1 business day response time Access to the private student community Access to monthly live group workshops (average 2 per month) Access to the entire content library of recordings, guides and templates Starting a new product marketing role and looking to make a strong impact Starting your first leadership role as a head of, director or founding PMM ​ ​ Investment (company-sponsored): $2,995 all in, or $895 per month for 4 months Investment (self-sponsored): $2,495 all in, or $750 per month for 4 months (February special offer): $2,295 all in, or $695 per month for 4 months Schedule a Free Consult This is perfect if you are... Thrive Program Thrive in your product marketing role - achieve your career goals and get to the next level. ​ This program is valid for 4 months. Feeling like an imposter in a new role Standing out as a great new hire, and feeling confident that you’re bringing value to the organization. Stressed and burnt out in a new role, unsure if you’re making an immediate impact Getting quick wins with the help of expert strategies, playbooks, and templates. Struggling to speak up for yourself, build influence, and be seen as a leader Letting your authentic personality shine through as you establish yourself as a leader in the organization. Struggling to build a personal brand for yourself despite wanting to for years Having the tools and confidence to make yourself a known quantity in your industry Feeling stuck in your career and not sure how to grow to the next level Navigating your career growth with confidence and clarity While the coaching topics are fully customizable, here are sample topics I can help you with: ​ Create your promotion plan or career roadmap Develop and refine your leadership style Create, lead, and grow a team of PMMs Overcome imposter syndrome Manage difficult personalities Build your executive presence Build your personal brand Thrive as a mom, minority or woman of color in leadership What this program includes: ​ 6x 60-min 1-1 coaching sessions Customized templates and guides Customized homework Full email and Slack support with 1 business day response time Access to the private student community Access to monthly live group workshops (average 2 per month) Access to the entire content library of recordings, guides and templates FAQs I would like my company to pay for this - do you have any information that can help me make the case? That is great! Most of my clients can get coaching reimbursed easily through their L and D budgets. If your company needs more proof, I am happy to provide additional documentation, and also speak directly to your manager. We can discuss this during our discovery call. I am a manager, and I would like to do to get my team coached, do you offer team coaching packages or rates? Absolutely. I have worked with multiple or entire product marketing teams to provide coaching and training. Please contact me at peiyilin09@gmail.com for custom program information and pricing. I already worked with you on a program and would love to sign up for another one. Do you offer a discount? Yes, existing clients receive a discount. In fact, many clients who have taken my job searching program go on to take my Grow Program. Grow Program clients often work with me on an ongoing basis, or come back later to go through my Thrive Program. Will I directly work with you? Yes, you will work directly with me on every aspect of your job search. There is absolutely no outsourcing to other coaches. When are you available to meet? Once we decide to work together, I will send you the payment link and the contract — when that is all signed and paid, I send over a welcome email with instructions and a Calendly link to book a time with me. Availability is first come, first serve basis. What kind of group workshops can I expect? I host of variety of group workshops and networking events. These typically last around 1 hour and are geared around specific career growth and leadership topics. I’ve brought on experts from top tech companies like Clari, Square, and more. We host IRL events from time to time, mostly in NYC. Can you tell me more about your client community? When you start working with me, you’ll instantly gain access to my private Slack community of supportive product marketers and leaders. Our Slack is active daily with Q&A, referral opportunities, resources, memes, and more! You’ll be able to directly network with dozens of product marketing professionals who you can share your wins and challenges with. Ready to elevate your career? Schedule a Free Consult An emerging product marketing leader or current product marketing leader looking to get unstuck and reach your career potential. ​ Investment (company-sponsored): $2,995 all in, or $895 per month for 4 months Investment (self-sponsored): $2,495 all in, or $750 per month for 4 months (February special offer): $2,295 all in, or $695 per month for 4 months Schedule a Free Consult This is perfect if you are...

  • Land Your Dream Job Coaching | Courageous Careers

    Find your dream product marketing job without the stress. Transform your job search and secure your dream role with coaching programs designed exclusively for product marketers Product Marketing Job Search and Interview Coaching Book a Free Consult See Program Details Join 100+ product marketers who have used my exact system to land their dream roles Navigating today's competitive job market is tough – particularly in product marketing. If you've faced rejection, endless interviews, or months of fruitless searching, you are not alone. After successfully landing my product marketing job with no background in the field, I used my exact process and refined it over the years to deliver my bespoke coaching programs to help you land your dream job regardless of your background. The good news is that there is a solution designed specifically for you. By working with me, you will go: From To By working with me, you will go from: Not landing any interviews Landing interviews with the right companies with confidence Keep getting rejected in the final round Landing offers AND getting the salary and title you deserve Feeling stuck at your job and not able to get the job you want Landing roles more aligned with your values, interests, and superpowers Feeling isolated, stressed, and burned out Feeling supported, more confident, and at ease. What my clients say Sivan Benjamin Product Marketing Manager Yi Lin helped me bounce back after getting laid off while on maternity leave - I went from not hearing back from most recruiters to being in two final rounds within mere weeks after beginning to work with Yi Lin! Harry Dhaliwal Product Marketing Manager Yi Lin is the best product marketing career coach out there. Her mentorship helped me land TWO job offers, which I'll never forget, and I am thankful for every bit of help I received. Moyo Ajepe Product Marketing Manager Working with Yi Lin has been one of the best career decisions I've ever made.The abundance of resources she provides in her coaching and community was instrumental in helping me land my dream role! Liza Ansher Product Marketing Manger 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. Sabari Sawant Product Marketing Manager All of the expertise and resources, along with her dedication set her uniquely apart as a coach. After enrolling in Yi Lin's program and joining her community, I landed a great job in 2 months! If you are looking to land a job faster and make some amazing friends along the way, do not hesitate to enroll in Yi Lin’s program. Christine Moore Director of Product Marketing Yi Lin was a game-changer for me. Not only did she help me land a great role, the connections I made with other product marketing professionals in her community allowed me to build a valuable network that continues to offer support as I prepare to dive into a new role. Josh Porter Director of Product Marketing I secured a coveted Director role that aligned perfectly with my goals. I express my deepest gratitude to Yi Lin and her client community for their unwavering support, invaluable tips, and encouragement throughout this journey. Job searching can be isolating, but with this team, I never felt alone. Qian Huang Bowler Senior Product Marketing Manager Yi Lin impressed me not only with her experience and knowledge of the tech industry and product marketing but also with her passion for coaching and empathy for her clients. Thanks to her coaching and support, I landed my dream job in an industry that I’m passionate about! Mara Taylor Senior Product Marketing Manager Working with Yi Lin was one of the best investments I made in my career. What makes her such a good career coach is her industry experience combined with how good she is at tailoring her feedback to your specific needs at the moment. She helped me uncover a lot of things about myself. Her time is worth every penny. Read 50 more Testimonials on LinkedIn (Recommendations Section) Choose Your Program Learn More The Complete Program Master every step of the job search process in my fully customized, 1-1 coaching program. Learn More The Membership Program Get essential tools, group coaching, and a supportive community in this budget-friendly option. The Complete Land Your Dream Job Program Designed to help you master every step of the job search process in my fully customized, 1-1 coaching program, with an unmatched level of support. In this program, I will help you: ​ Find the right roles to apply for Create your personal narrative to help you stand out Craft a great resume, cover letter, and LinkedIn profile Land interviews with your target companies Ace behavioral and technical interviews and product marketing assignments Negotiate offers ​ End-to-end support Guarantee All 1-1 components of the program 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. What this program includes: ​ 6x 60-min 1-1 coaching sessions (incl. mock interviews and assignment reviews) Full resume, cover letter, LinkedIn refresh Unlimited async document reviews between sessions Email/Slack support Live monthly group coaching calls and workshops (> 4 sessions per month) Access to my full Job Search Resources Hub with 30+ templates, guides, and all previous workshop recordings Access to a private client community to ask questions, participate in the discussion, connect with others, and access exclusive job opportunities Looking to find your next product marketing role more aligned with your ambitions Recently affected by a layoff and want to get back into the job market ASAP Struggling to explain a complex career path or career gaps in interviews In an adjacent field and want to pivot into product marketing ​ Investment: One-time fee of USD $3,995, or 3 monthly fees of USD $1,395 per month (February special offer) One-time fee of USD $3,750, or 3 monthly fees of USD $1,350 per month Schedule a Free Consult This program is perfect for you if you are... The Land You Dream Job Membership Program A more budget-friendly program with all the essential tools, group coaching, and a supportive community to help you succeed and never feel alone. In this program, you will: ​ ​ Know exactly the right way to job search Gain the skills to create a great resume, cover letter, and LinkedIn Practice interview answers in a supportive environment and get direct feedback Get all your questions answered in real-time Find accountability buddies who are in your shoes ​ End-to-end support guarantee All program components are available to you until you land a job. What this program includes: ​ Live monthly group coaching calls and workshops (> 4 sessions per month) Access to full the Job Search Resources Hub with 30+ templates, guides, and all previous workshop recordings Access to private client community to ask questions, participate in the discussion, connect with others, and access exclusive job opportunities This is perfect if you are... Tired of searching for your next role alone Looking to have more accountability while searching On a budget, and looking to get access to all the best practices while job searching at your own pace ​ ​ Investment: One-time fee of USD $895, or 3 monthly fees of USD $325 per month (February special o ffer) One-time fee of USD $695, or 3 monthly fees of USD $275 per month Book a Free Consult FAQs How are your coaching programs different from others? Is it worth the money? My coaching programs are the only ones in the market designed specifically for product marketers by a product marketer. My full program also uniquely combines 1-1, group, and community elements to help you get customized coaching and feel supported throughout the process. These are the reasons why clients choose specifically to work with me: I help them job search like a product marketer by helping them identify their superpowers to create their unique positioning. I am a career pivoter myself, with extensive experience across different types of companies as a product marketing leader and consultant, from early-stage startups to scale-ups and enterprise companies. I use a unique design-thinking informed coaching approach centered around rapid testing and iterations to allow for flexibility and rapid improvement in results. What’s included in the group coaching calls per month? Do I have access to recordings if I miss a session? There are 4 types of group coaching calls that happen roughly every month: ​ Group interview coaching prep sessions, which include job search strategy and live peer interview practice sessions. Job search AMAs (Ask-Me-Anything) sessions where you can ask me any questions you have live. Guest speaker workshops related to interviewing or PMM career development. For instance, previous guests have included the lead PMM from Square, Anthony Pierri from Fletch PMM, and more. PMMs fundamentals workshops. For instance, I have done workshops on GTM, Research, positioning/messaging, and more. If you miss any sessions, you can watch them on-demand anytime. You can access the ENTIRE vault of all previous recordings and watch at your own pace. Many people have mentioned the live group coaching calls significantly exceeded their expectations and have been instrumental in helping them master the interview process and never feel alone. Do you work only with product marketers? I also work with adjacent roles like growth marketing, content marketing, and general marketing. 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. When are you available to meet? Once we decide to work together, I will send you the payment link and the contract — when that is all signed and paid, I send over a welcome email with instructions and a Calendly link to book a time with me. Availability is on a first-come, first-serve basis. Ready to Secure Your Dream Job? Schedule a Free Consult

  • Courageous Careers | Product Marketing Career Coach

    As heard on : Where My Recent Clients Work At Through working together, my clients have landed roles from big tech companies to startups, in as little as 2 months while earning up to $50K more annually. They are career switchers, leaders, parents, immigrants, and minorities who have gone on to thrive in their roles. They make tech better by being in it. It’s not easy to face endless applications, interviews, and rejections. ​ It's also frustrating to feel imposter syndrome in a new position, feeling stuck in your career, or getting passed over for promotions. ​ After successfully landing my first product marketing job with no background in the field and achieving two consecutive promotions to reach the Director level within three years, I understand exactly what you are going through. ​ And I am here to help you. If your job search has hit a dead-end, you're not alone. Learn More Find the right roles Create a personal narrative Build a killer resume and LinkedIn Ace interviews and assignments Negotiate offers Secure your dream role using my hard-won insights to: Learn More Build your onboarding strategy Master product marketing fundamentals Conquer imposter syndrome Build your executive presence Get the promotion Grow and thrive in your dream role by: I will teach you how to: Success Stories Read 50+ more Testimonials on LinkedIn (Recommendations Section) Peggy Pan Head of Product Marketing Yi Lin's coaching helped me land a role in my dream field (even when the job market was so difficult). After my job search, I decided to continue working with Yi Lin in my new role to help me onboard. Because I value her insights, and also because I truly enjoy this meaningful coaching relationship with Yi Lin Simeon Atkins Sr Product Marketing Manager Thanks to working with Yi Lin, I was able to land a Senior PMM position, with a rise in salary, at my first choice opportunity. What I enjoyed most about working with Yi Lin was that she was always willing to go above and beyond. Without her help, I would have not been able to land such a great role so quickly. Josh Porter Director of Product Marketing I secured a coveted Director role that aligned perfectly with my goals. I express my deepest gratitude to Yi Lin and her client community for their unwavering support, invaluable tips, and encouragement throughout this journey. Job searching can be isolating, but with this team, I never felt alone. Mathew Forte Sr Product Marketing Manager Yi Lin provided me with clarity in defining exactly what I needed to improve my work life and find balance, which was super helpful! With that clarity, I found and landed a role that best fit what I needed to succeed and I am really grateful for connecting with her when I did! Cecilia Makinde Marketing Programs Manager, GTM I landed my dream role I am super excited about, within 2.5 months after working with Yi Lin, even in a tough job market! Apart from 1-1 coaching, Yi Lin also has a supportive private community that provided an opportunity to connect with and learn alongside other talented individuals at all levels of seniority. Surbhi Gupta Product Marketing Manager I'm so grateful to have met Yi Lin. She really helped me understand the space, provided insights on the right companies to target, and held my hand through it all. With her help and support, I finally landed my dream role! She is honest and dedicated and will be your best friend through your journey! Kelsey Kamp Director of Product Marketing I'm a very seasoned PMM leader, but Yi Lin was pivotal in taking my work from good to great and my investment in working with her has already proven to have a positive ROI. I would recommend Yi Lin to anyone who'd like an expert set of PMM eyes to help give them a leg up on the competition. Don Atkins Product Marketing Manager Yi Lin masterfully blends clear communication, refreshing transparency, highly specific advice, and a positive mindset. After every session, I can better see the bigger picture, walk away with clear next steps, and--not to be underestimated--benefit from much-needed emotional guidance. Maryann Akinboyewa Senior Product Marketing Manager Yi Lin provided support and guidance every step of the way. She broke down exactly what to expect and how to best approach each stage of the interview process. There is no fluff with Yi Lin as she offered practical career advice that can be implemented immediately. I help high-achieving professionals land and thrive in their product marketing careers even without experience or network. I have helped over 150 professionals land their dream jobs in product marketing and thrive in it, even if they don't have experience or network. I have over 14 years of experience across big tech and startups in product marketing, brand/content marketing, and consulting across Silicon Valley and NYC. I have been PMA’s Top 100 Product Marketing Influencer (2024, 2023), Top 5 PMM Career Coach (2024), and a LinkedIn Top Product Marketing Voice with 20,000 followers. I am a frequent guest on podcasts and have been featured in The Exit 5 Podcast, The Marchitects Podcast, The Product Marketing Mastros, and The Product Marketing Life Podcasts I have an M.B.A., from U.C. Berkeley’s Haas School of Business and M.S. in Civil Engineering from Georgia Tech. I also graduated summa cum laude from the University of Florida. I am a mom, an immigrant, and a woman of color. I am here to help you and create a more diverse world in tech. Read more about my mission and journey. Hi, I'm Yi Lin Pei, coach and founder of Courageous Careers. Ready to Transform Your Product Marketing Career? Book a Free Consult Product Marketing Job Search and Career Coaching Stop feeling stuck. Go after your dream career, courageously . Enroll in a coaching program built for product marketers to secure your dream role, master onboarding, and thrive beyond that. Schedule a Free Consult

View All

Posts (17)

  • Why I Decided to Rebrand

    Three years ago, a LinkedIn post changed the trajectory of my life. At the height of COVID, I saw many of my friends getting laid off. I shared a post offering to help anyone who needed help landing their next thing, especially if they were transitioning into something new. I was surprised by the flood of responses I got from it. I worked with over a dozen people from that post - reviewing resumes and helping them with interview prep. Not only did they successfully get jobs, but I also fell in love with the experience. I realized helping people achieve their dreams was my purpose. Since then, my coaching practice has grown little by little. I started working nights and weekends, then finally took the plunge to full-time last year after I felt it was taking off. I have helped over 150 clients directly realize their dreams, from breaking into the industry they want, going after their dream roles, gaining the confidence to succeed in a new role, to getting the promotion they deserve. Helping people achieve their success has been meaningful, and it has also taught me so much in the process. The most important thing it taught me is that it does not matter what your background is, where you come from, where you went to school, or how much experience you have. As long as you have the courage, grit, and follow-through, anyone can build the career that they want. It takes an incredible amount of courage to make our way in life. It takes courage to change careers. It takes courage to ask for help. It takes courage to admit a mistake. It takes courage to speak up. It takes courage to try something new for the first time. It takes courage to quit a job. It takes courage to ask for what you deserve. It takes courage to move to a new country, continent, or even city. It takes courage to keep going even when it’s tough. And it takes courage to admit that where you are is not where you ultimately want to be - that you desire something greater in this life. I was spending almost all of my time helping courageous people face their fears and push themselves to new heights, and the name and structure of my business didn’t match that. I wanted to make sure that, from the outside, my business appeared as it really is. So, to better reflect my purpose, I’ve rebranded my business and re-upped my offerings to be centered around courage. Starting today, my business is no longer “Tech Growth Coach.” Starting today, I show up every morning to build “Courageous Careers.” While the core of the business is the same, here is how Courageous Careers is different: Instead of only “growth,” Courageous Careers is aimed at helping you build a more courageous and confident career by empowering you to overcome your doubts and challenges. And to grow with courage, you need more than just 1:1 coaching. You also need community and best practices. So Courageous Careers will also offer additional offerings, including a job search membership program (which I have been building for more than a year and is finally available now!), and more in the future. Finally, Courageous Careers will be solely focused on product marketing coaching. Given my passion for the role and its increasing importance, I will dedicate myself fully to helping aspiring and current product marketers. So, how can Courageous Careers help you: If you are looking for a job: You can work with me on a custom, 1-1 basis, OR You can join my membership program to enjoy group coaching and support in a close-knit community (new offer to join the existing member class!) If you are looking to onboard a new job with confidence: You can work with me on a 1-1 basis and enjoy group workshops and a supportive community of peers. If you are looking to thrive in your role (to get unstuck, get a promotion or more): You can also work with me on a 1-1 basis and enjoy group workshops and a supportive community of peers. To celebrate this rebrand, all the programs are on sale for the months of Feburary. Please check them out and let me know if you have any questions!

  • Four Steps to Acing Product Marketing Assignments

    Before we dive into the content today, I want to note that this newsletter is part of a four-part series on the entire job search process. Check back in January for the next issue, focusing on launching your first 90 days with confidence: ​Part 1: How to land more product marketing interviews ​ ​Part 2: How to ace the actual interview process ​ Part 3: How to ace product marketing assignments <- this newsletter Part 4: Launch your first 30-60-90 days with confidence Now, let's dive in! You've secured and aced interviews, but anxiety sets in when faced with the dreaded assignment. Although I can't entirely agree with using assignments to test candidates, more and more companies are using them to differentiate among applicants. These assignments aim to understand your critical thinking, storytelling skills, performance under pressure, and enthusiasm for the job. With a proven approach, you can turn this challenge into an opportunity to differentiate yourself and land the offer. After reviewing hundreds of assignments and assisting over a hundred individuals in acing theirs, here are four proven steps to help you achieve your goal. Step 1: Understand the goal of the assignment Assignments typically fall into two categories: writing assignments and presentation assignments. Writing assignments assess your ability to quickly understand the customer and product and tell a cohesive story. The emphasis is on cohesion, persuasiveness, accuracy, and customer focus. Presentation assignments usually involve creating a GTM/product launch strategy or sharing a previous work experience. Both test core product launch and storytelling skills, with product launch strategy assignments being the most common lately. In either case, the focus is less on technical details and more on storytelling, the voice of the customer, and whether you have done the appropriate research. Pro Tip: If you are unclear on the assignment goal or what assumptions you should be making, ask the hiring manager. Most companies allow you to get clarification through email or a dedicated prep call. ALWAYS take the opportunity to do that. This shows you have thought about the assignment carefully and also mimics real-life situations - as PMMs rarely do projects alone. Step 2: Create an Outline for the product marketing assignment A general rule of thumb for creating any great deliverable is to outline first. Most candidates make the mistake of jumping straight to slides or spending days doing extensive research, only to realize the story does not flow/ they are missing information and have to start over or make huge changes. If you are writing a blog, start with the key message you want to convey, write the beginning and the end, and then add the middle. Instead of writing whole sentences, write all your key ideas as a bulleted list and read through them. The bullets alone should tell a cohesive story. If you are making a presentation, start an outline on a Google doc and follow the same format as above. Each bullet should be the header on each slide to tell a cohesive story. Any supporting information should be sub-bullets. Pro Tip: Avoid doing extensive research before writing an outline. Once you outline it, it will become clearer what research is necessary. Remember, more research does not equal better. Step 3: Research and build up the content Once you have a strong outline with the key elements of your story already built out, it’s time to add the “meat to the bones” by researching and adding content. I cannot stress enough how important it is to define how many hours you want to spend on research. Typically, I recommend spending around 5-10 hours, which is the time needed to create an outstanding assignment that will stand out. Generally, you should research the customers, the positioning/messaging, key products and features, the competition, past product launches, industry trends, news, and more. The specific areas you must research will depend on what you laid out in the outline. Once you have researched and consolidated the information, start building your deliverable from the outline. I recommend using Google Slides or Canva for presentations to quickly create simple yet beautiful slides. Start by titling each slide (the key message) and adding the most important bullet points before adding graphics. Pro Tip: Present one key idea/insight per slide, using visuals to organize information cleanly. Avoid text-heavy teleprompter slides. Step 4: Edit, review, and practice your assignment Once your assignment is done, let it sit for a day, then go back and review it. Giving the assignment time to “breathe” allows new thoughts and ideas to form and makes addressing any final changes/gaps easier. Finally, do not forget to practice delivering your presentation. Not only is this essential for you to deliver a smooth presentation with confidence, but it is also essential to help you work out any kinks in your story. Having helped over 100 clients with their presentations, I can say this is one of the most important yet neglected steps. Pro tip: When delivering the presentation, engage with the interviewer instead of just delivering a monologue. Make strategic pauses and invite questions to make the presentation lively and engaging. Remember, it’s supposed to mimic real work situations. How Hiring Managers Evaluate Assignments Following the above steps and rubric sets you on the path to success, but standing out requires going above and beyond. Here's the exact rubric I used as a former hiring manager to judge the quality of product launch assignments: A few final thoughts… By following the above steps and rubric, you should be well on your way to acing your assignments. However, I do want to point out a few things you should keep in mind: Know when you should NOT do an assignment. While most companies have a fairly standard and acceptable process, some take advantage of candidates. When encountering the red flag situations below, you should exercise caution and consider turning it down: They require you to do an assignment very early in the process before even speaking to the hiring manager. When the assignment is excessive in length or tasks, usually consisting of multiple parts. When an assignment specifically asks you to solve an actual problem they are facing, and there are clear indications they are looking for free work. Determine how much effort you want to spend on an assignment. Juggling a full-time job and being a working parent may mean you have little time to do the assignment. So make sure you ask for enough time to complete the assignment and be realistic about how much you can handle. Generally, successful candidates have taken anywhere from 10 to 40 hours to complete an assignment. In Summary… To ace your assignments, follow the steps below: Understand the goal of the assignment (and how you are being evaluated) Create an outline Research and build up content Edit, review, and practice Know when to say no What’s next? All in all, product marketing assignments can be extremely challenging and taxing. So, when you get an assignment, take a deep breath and follow the framework above. If you need additional help, consider working with me in a ​dedicated assignment review session.  During the 60-minute assignment review session, you will: Receive personalized feedback and detailed insights into what you did well and specific areas of improvement. The feedback will include specific areas to stand out, from actual content to delivery. Get your burning questions answered. I will answer any questions regarding assignments, interviews, or the general job search process to help uncover what is blocking you and what you can improve. Feel more confident moving forward. I will share strategies beyond the above tips, which you can apply to any assignment/interview. ​Book your assignment review session now.​ With that, I hope you have a wonderful holiday season, and see you in 2024!! 🎊

  • How to ace product marketing interviews

    Imagine you have gone through the hard work of ​landing your product marketing interview​ by identifying your targeting, creating a killer resume and personal story, and using referral outreach to secure an interview with your target company. Now is your opportunity to ace the interview, and see if that role is truly a great fit for you. So today, I am going to walk you through how to ace your product marketing interview. As a quick note, today’s newsletter is part of a series of 4 newsletters on the entire job search process. This is the line-up of the series - make sure to check back in a few weeks to learn how to ace assignments: ​Part 1: How to land more product marketing interviews ​ Part 2: How to ace the actual interview process <- this newsletter Part 3: How to ace product marketing assignments Part 4: Launch your first 30-60-90 days with confidence So let’s do this and dive straight in! Step 1: Prepare before the Interview Study the role Before jumping into any interview, you want to understand what the role is looking for. Pay attention to the key responsibilities and the keywords they specify in the job description, and notice words they repeat over and over. This is important for 3 reasons: You will want to customize your personal story to the key responsibilities they care the most about. You may even want to create a personal messaging house to match this role specifically. For instance, if they ask you to have experience with building research programs and product positioning and messaging, you should mention these as your key strengths right away. You want to match any keywords you are using in your examples to what they write in the job description. For instance, some companies prefer to talk about “product narratives” instead of “storytelling” - so using the right keywords here could make your responses sound more relevant. Last but not least, you will want to prepare 5-10 examples that correspond directly with the key responsibilities they are asking for on the JD. This will help you focus on preparing for the right questions. Study the company Next, spend a couple of hours also researching the company - understand its customers, size of the team, investors, competition, and how it’s performing. All this information will help you sound more informed during the interview and also help you determine what questions you want to ask during the interview to give you more valuable answers. If a company is public, you can learn a lot about the company’s business strategy by browsing through its 10K financial filing. Conduct a PMM audit Lastly, I suggest spending a couple of hours doing a product marketing audit. For instance, review the company’s website messaging, social content, assets, ad copies, and anything you can see publicly. Note anything you think they are doing well on and areas they can improve on. This will not only allow you to feel much more confident about this opportunity but also stand out above others in the interview process if you bring them into the conversation. Step 2: During the interview Your performance during the interview matters just as much as your actual answer. No matter how well you have prepared on paper, you need to say your answers out loud so your answers are concise, you are seen as more confident, and as having a real conversation. To improve your performance, ​read this post​. But before you can get there, you need to create answers using the best frameworks. Below, I share my framework for the three most commonly asked questions as well as sample answers. Question 1: Tell me about yourself “Tell me about yourself” is the first question you get asked in an interview. It’s also the most important, as it will make or break the rest of the interview. To answer this most effectively, let’s study this question: What the interviewer cares about: They want to learn about your accomplishments throughout your career that are RELEVANT to the job you are interviewing for and why you are a natural fit. Your goal: Make your story as relevant to the job as possible, start with a bang, and do the work for them by articulating why you are the best fit for the role. Tie in your personal story/messaging house here. Framework: Intro - Start with a powerful highlight of who you are in 1-2 sentences, including the best attributes that describe you. Experience highlights - Share 1-2 key highlights from your career that relate to the role you are applying for and call out any major outcomes. Why you are here - End with why you are looking for a new role and why you are a great fit for the role. Here is an example: 🔥 [Intro] "Hi, my name is Ashley and I am an empathetic and strategic product marketer with a diverse background in education and building successful businesses. 🔥 [Experience highlights] I started out my career as a small business owner, helping small brands improve their website copy. In this role, I saw firsthand the importance of understanding customers’ needs and translating them into compelling and powerful messaging. My proudest accomplishment was helping a struggling mom-and-pop shop increase its business by 100% through the work I did. I decided to take a break and pursue my passion in teaching and joined Teach for America, where I taught English for 1 year in Chile. In this role, I conducted deep research to understand what students really want and created a curriculum that allowed them to increase their speaking efficiency by 2x within 6 months. 🔥 [Why you are here] As I think about the next steps of my career, I want to combine my customer empathy, business acumen, and passion for education to create a greater impact. When I saw this role at your company (Edtech startup), I felt it was the perfect fit given my deep understanding of your customers and my background. I am so excited to chat with you today and happy to dig into any areas in more detail. Note that this framework works no matter your experience level. The key is telling a relevant and compelling story to set the tone for the rest of the interview. Question 2: Tell me a time when you launched a product This is perhaps the most frequently asked “technical” interview question you will get, as being able to launch a product is a core skill set of any PMM. Unfortunately, many candidates’ answers sound like a laundry list and are not memorable or structured enough. To answer this most effectively, let’s study this question. What the interviewer cares about: They want to learn whether you can manage product launches. While great results are important, it’s equally important to understand whether you know what the right process should be. Interviewers want you to demonstrate strategic thinking, and collaboration instead of just being a launch machine/order taker. Your goal: Make your process easily understandable, and your story easy to follow. Then add one or two deeper highlights to call out specific aspects of your experience to make it stand out. Framework: Process, situation, action, results (PSAR framework). ​Read more about the framework HERE.​ Here is an example: ✅ [Process] - In general, when I launch products, I follow a three-step process to ensure we drive towards results. First, I try to validate the product/market fit to ensure we can answer the what, how, when, and why we are launching a product. From there, I develop the positioning and messaging to articulate the value of the product, and lastly, I move on to determine the promotional and channel strategy, including internal enablement. ✅ [Situation] - Last year, I was tasked with launching a DEI tool to help SMBs track their diversity metrics easily. The goal for this launch was to drive pipeline for our sales team. ✅ [Action] I first tried to understand the product/market fit. I aligned with my PM counterpart on the research to clarify the target persona, the key problems we are solving for them, and the unique benefits we will bring. I captured that in a GTM brief that outlined all the details clearly. Then I moved on to create the positioning and messaging. Specifically, I realized our tool solved one of the biggest problems SMBs face - capturing DEI information of employees AND protecting their identity easily. I used that as the key insight to drive messaging and shared it with cross-functional teams to get buy-in. With that, I created a promotional strategy. Given the importance of DEI, I worked with our content team to create a series of webinars with leading DEI experts in the industry to focus on education, and not just pushing the product features. ✅ [Result] The launch was a success and we exceeded the target within the set timeframe. Given the success, my launch playbook also became widely adapted across the team. I’d be happy to dive into any area in more detail. Question 3: Tell a time you disagreed with a stakeholder's approach This is a typical “soft” skills question that could be asked in different ways and is generally challenging to answer because most candidates are not strong at telling stories with conflicts. Let’s study this question. What the interviewer cares about: PMMs have to influence stakeholders in order to succeed. Since you don’t have authority over stakeholders, it takes great people skills to get buy-in, build rapport, and have the capacity to admit it when you are in the wrong. Your goal: Demonstrate that you have empathy (EQ) and a clear, logical process to drive influence. Pay attention to both the softer side of influence (e.g. not burning bridges) and the harder side (e.g. showing objective data). You don't HAVE to show you are right - the key is to find an objective solution that demonstrates your humility even when you are wrong. Framework: Process, Situation, Action, Results -> (PSAR) => I recommend starting with a strong process to show your systems-level thinking. Here is a sample answer: 🔥 [Process] Absolutely. My process for influencing stakeholders and resolving disagreements is as follows: 1) See others' perspectives first and understand why, 2) Gather evidence and use data to back up my POV, 3)Communicate and collaboratively reach a decision 🔥 [Situation] One of the biggest initiatives I did at company X was co-leading the pricing increase for our product to drive profitability. After spending nearly 1 year on the research, we are finally about to implement the change. However, the product team wanted to implement the pricing change for all customers at once, but I truly believe that could lead to significant churn. 🔥 [Action] To understand the product team’s POV, I first met with them to understand their rationale - they believed that doing it at once is simpler for engineering, and easier to communicate to customers. After I heard that, I decided to gather some data. I found best practices and benchmark data from leading SaaS companies which showed that a staggered pricing rollout leads to higher adoption and lower churn. I then used the benchmarking data and worked with finance to create a churn scenario analysis to make my case even stronger. With the data, I developed 2 alternative staggered options for implementation, one with a grace period, and one with a discount coupon. I shared the options and data with the product team. They were surprised by the data and agreed the discounting option would be best. As the implementation was happening, I also helped the product team answer tickets from support. This earned the respect of the product team and made them feel I got their back. 🔥 [Result] The result is that we experienced a positive reaction from customers and we were able to come 5% within our financial projections. Moreover, I was able to not only maintain but grow my relationship with the product team. Other considerations At the end of the interview, you will generally be given some time to ask questions. Don’t blow this opportunity, really make this count by asking 3-5 questions that you prepared to show 1) you prepared for the interview, and 2) you actually care about whether this role is a fit. Remember to tie in your research from Step 1 to your questions. If you need some inspiration, ​read this list of 23 questions you can ask. ​ Step 3: Follow-up After the Interview Congratulations! You did a great job in the interview, now what? I recommend sending a thoughtful follow-up to the interviewer. Make sure the follow-up is a personalized note that reiterates key points you learned in the interview, and why you continue to be excited. You could also include a useful resource that is relevant to what was discussed in the interview to add an intentional touch. Generally, the post-interview thank you note won't likely change their decision, BUT it will definitely have a positive impact. In Summary… To improve your interview performance, follow the steps below: Thoroughly prepare for the interview by studying the role, the company, and doing a PMM audit. Prepare answers using appropriate frameworks for 5-10 interview questions Practice your responses as much as possible to optimize performance during the interview Prepare 3-5 reverse interview questions Send a thoughtful thank you note What’s next? With these tips, you will be on your way to acing your interviews and standing out from the competition. But going at it together is much better and faster than going at it alone. If you are looking for expert guidance to help you take ALL your interview answers from good to great while ​getting support from a helpful community​, please reach out for my​ 1-1 coaching program​. Not sure if this is worth it? ​Check out the nearly 50 reviews from my clients ​(recommendations section). 😌 I wish you much success - you’ve got this! 💪 Yi Lin

View All

Search Tech Growth Coach

bottom of page