How I got my job through the PMA community

Over the past decade, product marketing has been more than just my career – it’s become my professional home.

My path into this field wasn’t exactly linear, but it’s been an incredible journey of growth, adaptation, and discovery. I’ve had the privilege of building teams, shaping a thriving community, and learning firsthand how versatile and impactful this role can be.

Now, as I prepare to relocate to London and start a new chapter in my career, I’m reflecting on everything that has brought me to this point: the lessons learned, the power of connection, and the challenges that have shaped me as a product marketer.

This is my story – a look at how I found my footing in product marketing, why community has been such a critical part of my growth, and how I’m embracing the exciting opportunities ahead.

My journey into product marketing

For the better part of the last decade, I’ve been immersed in the world of product marketing. Back in the mid-2010s, the role of a product marketer was still emerging in the tech landscape, especially in my cohort.

At the time, I was working as a freelance digital marketer – essentially a one-person agency – focusing on content marketing for consumer brands. It was fulfilling work, but I felt the pull toward the tech industry.

When I decided to transition into tech, I began researching the leading employers in Tel Aviv’s burgeoning tech scene. One company immediately stood out: Wix.com, the website-building platform.

They had an opening for a Product Marketing Manager (PMM) position. As I read through the job description, I found myself thinking, I understand most of these requirements – I might as well give it a shot.

With some help from connections within the company, I applied, completed the assignment they asked for, and eventually landed the job. When I started, my understanding of product marketing was vague and superficial.

However, I quickly learned how multifaceted and dynamic this role could be, especially within the structure Wix had created.

Building a multi-disciplinary team

At Wix, product marketing evolved into a deeply interdisciplinary function. We were a massive team – at one point, we had about 25 product marketers. Some worked horizontally across various teams, while others specialized in specific verticals or customer profiles.

What made this environment so unique was how it embraced people from diverse backgrounds. My own journey began as a content marketer and a professional musician, but I worked alongside former photographers, graphic designers, entrepreneurs, and even bar and restaurant owners.

Each of us brought a unique perspective and skill set to the role. Product marketing allowed us to repurpose our strengths in innovative ways, crafting a career that felt uniquely tailored to our talents.

This versatility was matched by the scale of our work. We had tens of millions of users to market to and were deeply involved in both product and growth marketing. It was the perfect environment to grow as a marketer and build a deep appreciation for the discipline.

Creating a product marketing community

Toward the end of my time at Wix, I started documenting my learnings and experiences in a personal “book” on product marketing.

Around the same time, I noticed a growing need for community among product marketers. The role was appearing in more companies, often at earlier stages, but many people entering the field lacked guidance or support.

In 2019, we founded a hyper-local community for product marketers in Tel Aviv. At first, it was a modest effort – a way to connect and share ideas – but it quickly gained momentum.

Today, that community has grown to over 6,000 members. It’s deeply connected to the Tel Aviv tech ecosystem, helping to launch new careers and solidify the role of product marketing across various industries.

The misunderstood role of product marketing

One of the biggest challenges product marketers face is being misunderstood. Even within their own organizations, product marketers are often hired with vague expectations and without clear leadership or direction.

As a result, many PMMs, especially those with less experience, find themselves relegated to general marketing tasks, unable to specialize or demonstrate their full value.

This challenge became even more pronounced as our team at Wix began to scatter, moving into new roles at different companies. I missed the collaborative energy of sitting in a shared space with colleagues, being able to turn my chair around and get instant feedback.

It was this sense of camaraderie – and a shared frustration with the lack of understanding about our role – that inspired us to formalize our community.

We set out to define what product marketing truly is: a strategic, multidisciplinary role that bridges product and growth.

Together, we created a sort of manifesto – clarifying our purpose, articulating our value, and helping others advocate for the resources and recognition product marketers deserve.

Our goal was simple: to ensure that when a company hires a product marketer, they understand exactly what they’re bringing to the table, and that PMMs themselves have the support to thrive in their roles.

How I got involved with Product Marketing Alliance

My involvement with Product Marketing Alliance (PMA) began almost serendipitously. Both PMA and our local Tel Aviv community for product marketers were founded around the same time.

While PMA had a global focus from the start, our community was designed to be hyper-local, catering specifically to the unique needs of product marketers in the Tel Aviv tech scene.

As I considered what our community’s voice and offering should be, I started noticing the work of Richard King and Bryony Pearce at PMA.

They were increasingly vocal about the challenges and opportunities within product marketing, and their content really resonated with me. I reached out to Richard, and we began discussing our shared passion for the field.

COVID and the rise of online collaboration

The onset of COVID-19 brought a surge in online events, and this proved to be a major driver of my involvement with PMA.

I participated in several of their webinars and virtual summits, occasionally as an active contributor. Even as I drifted in and out of active engagement, I was always impressed by PMA’s ability to create a global community while maintaining exceptional content quality.

About two years ago, PMA held a summit in Tel Aviv. It was a landmark event that highlighted their growing reach and relevance.

I was in touch with the team during that time and found myself increasingly in awe of what they’d built – a thriving global enterprise that hadn’t compromised on delivering nuanced, high-quality resources for product marketers.

A goldmine of knowledge for product marketers

What truly sets PMA apart is its ability to identify and fill critical gaps in the product marketing space.

From training programs and certifications to publicly accessible content, PMA has become the definitive resource for anyone looking to enter the field, grow within it, or better understand its impact on organizations.

I’ll admit there have been times when I’ve copied entire paragraphs from PMA’s blog for my own purposes. Their insights are that practical and spot-on.

What makes their content so impactful is the intent and sensitivity with which it’s created. It speaks directly to product marketers – offering clarity, actionable advice, and a deep understanding of the complexities of the role.

From blog posts to books, PMA has built a “cornucopia of knowledge” that elevates the product marketing profession.

They’ve helped countless individuals and organizations realize the full potential of this vital discipline, and it’s been a privilege to witness – and contribute to – their success.

How a Slack message turned into a job opportunity

In our household, product marketing runs deep. My wife is the VP of Product Marketing at Kaltura, an Israeli tech company, and we’re gearing up to relocate to London through her workplace.

With two PMMs under one roof, my son’s future career path seems destined – though he may rebel and declare, “Dad, I want to be a product manager!” My response? “Nooo!”

As our relocation plans took shape, I realized I couldn’t take my then-role at a small startup with me to London. I decided to resign and began the search for my next opportunity.

It was an interesting shift – reminiscent of the early days of my career when I was knocking on doors and sending out CVs. There was something quaint and humbling about it, but it also felt like an exciting new chapter.

Leveraging the PMA community

I’ve been a member of the Product Marketing Alliance Slack channel since its inception. While I wasn’t an active participant over the years, it was the first place that came to mind when I needed help.

I knew PMA had localized channels, including one for London, as well as a job board. Joining these channels gave me a renewed sense of direction in my job hunt.

Not long after I joined the London channel, I came across a message from someone looking to fill a senior product marketer role. The position hadn’t even been formally advertised yet.

I immediately reached out to the poster, and we scheduled a short Zoom call. It turned out she was leaving the company and was actively involved in helping find her replacement.

A seamless transition

That initial Zoom call set the wheels in motion. She introduced me to the hiring manager, and I began the application process. This included completing an assignment, presenting it, and moving through the various stages of interviews. Throughout it all, she remained a key point of contact, offering guidance and insights at every step.

Because our timelines didn’t overlap – she was leaving just as I would be starting – we developed what I called “off-access onboarding.” During her final weeks at the company, we spoke almost daily, using my spare time to ensure I’d be fully prepared for the role. It was an unconventional approach, but it worked beautifully.

PMA’s role in my career move

This entire experience was driven and enabled by the PMA community. What started as a simple Slack message evolved into a meaningful opportunity.

From the initial DM to the Zoom call, assignment, and eventual offer, it was a testament to the power of a well-connected and supportive professional network.

For me, PMA was more than just a resource; it was a bridge to my next big step.

Now, as I prepare to embark on this new journey in London, I’m grateful for the role it played in turning a daunting job search into a smooth and rewarding transition.

What made me stand out for this role

Several factors contributed to my appeal for this role. First and foremost, I’m an experienced product marketer with a career split evenly between two phases.

In the first half, I worked as an individual contributor (IC), mastering the core skills of product marketing. In the second half, I transitioned into leadership roles – building teams, managing people, and guiding vendors.

This combination has given me extensive experience in creating and scaling product marketing functions, especially in organizations where the discipline was either underdeveloped or too intertwined with other functions to deliver optimal value.

I’ve built product marketing teams and entire marketing departments from the ground up. Product marketing, specifically, is my “native language” within the broader marketing discipline. It’s the lens through which I approach challenges and the foundation of my professional expertise.

A constant student of product marketing

Another factor that sets me apart is my role as a community leader in product marketing. Leading a community has kept me in a perpetual state of learning.

I’ve observed countless careers being built and shaped, listened to industry experts, and personally interviewed many product marketers to understand their challenges, successes, and strategies. This has given me a unique vantage point to see the discipline from multiple perspectives.

Additionally, I credit my wife, who leads a product marketing team at an enterprise-focused company, for her insights. She provided valuable feedback on my assignment and the role itself, helping me refine my approach. Together, these experiences have given me a well-rounded, 360-degree view of product marketing.

Seeing the layers of product marketing

Over the years, I’ve developed a deep understanding of the “geological layers” of product marketing as a discipline.

I’ve seen how it has evolved over the past decade and how it differs across business models – whether it’s B2C or product-led growth (PLG) companies versus B2B and enterprise, sales-led organizations.

Through it all, I’ve learned to identify the constants that remain true across industries and the nuances that change with the context.

This ability to analyze and articulate the role’s evolution and requirements was something I brought into the interview process and the assignment. It helped me demonstrate not just technical expertise, but also a strategic understanding of the discipline.

Paying it forward

One of the most rewarding moments of this journey came after I landed the role. A member of my product marketing community reached out, seeking feedback on a home assignment for a similar position at an enterprise sales-led company.

I offered to share the deck I presented during my interview – the one that got me this job.

She took notes, drew inspiration from them, and eventually landed the job herself. It was a gratifying moment, highlighting the importance of community and the shared growth we can achieve when we help each other.

How this role aligns with what I was seeking

This role is exactly what I was looking for, especially given the transitions I’m navigating – a new country, a new market, and a new work culture. While I didn’t want to take a step back in my career, I did want to revisit the fundamentals of product marketing.

Having spent years in senior roles at large companies with millions of customers and leading teams, I realized I missed the hands-on aspect of the work – the "dirt under my fingers." I was craving the opportunity to tackle something foundational, to learn and master areas where I still had room to grow.

A new kind of challenge

At an academic level, I feel I have a deep understanding of product marketing. But I wanted to challenge myself at the practical, hands-on level – particularly in areas I hadn’t yet fully explored. One of those areas was working for a company focused on enterprise customers.

While I’ve done consulting for enterprise businesses, I haven’t had the experience of being embedded within an organization that is fully driven by sales and sales teams. This was something I was eager to understand and navigate.

Interestingly, I was also drawn to the FinTech space, which is exactly where this company operates. It wasn’t a deliberate choice initially, but it felt like a natural alignment as I explored roles that fit both my expertise and my aspirations.

Balancing learning and delivering

I approached my job search with the mindset of finding roles where I could both leverage my strengths and push myself to grow. This role offers exactly that. I see it as a chance to “go back to school” in some ways, immersing myself in new challenges while bringing the experience I’ve already gained.

My plan is to adopt a structured approach – plotting out clear 30-, 60-, and 90-day goals. During this time, I’ll focus on learning, adjusting, and acquiring new skills.

At the same time, I’ll rely on my core strengths – the areas where I have over 10,000 hours of expertise – to deliver immediate value. This balance of learning and contributing will allow me to seamlessly integrate into the role while continually building on my skill set.

Advice for PMMs currently job hunting

If there’s one piece of advice I’d give to product marketers in the job hunt, it’s this: be patient.

Job hunting is challenging, regardless of your field, and patience is a critical part of the process.

Here’s what I’ve learned from my own experiences, and what I often share with others who ask for advice:

1. Leverage your network

Networking isn’t just helpful – it’s essential. Looking back at all the CVs I’ve sent during my career, the only ones that progressed to face-to-face interviews were for roles where I had some connection.

It might have been someone on the team, or even someone loosely associated with the company, but that connection made all the difference.

If you don’t already have those connections, that’s what communities are for. Communities give you the chance to network, build relationships, and make yourself known.

Engage with others, put your face out there, and get on LinkedIn so that when you reach out, you’re not a stranger. Networking is your gateway to opportunities.

2. Frame your experience

Whatever your background, frame your experience in a way that speaks to product marketing.

Your CV should clearly highlight skills and achievements that align with the role, even if you’re transitioning from another field. If you’re unsure how to do this, reach out to a senior product marketer for guidance.

I’ve had many conversations with people from diverse backgrounds – creative directors, ad agency leads, you name it. I’ve helped them identify the transferable skills and deliverables from their work that align with product marketing.

Often, it’s a matter of recognizing the soft skills, cross-functional collaboration, and strategic thinking you’ve already developed, and packaging those in a way that resonates with hiring managers.

3. Tackle home assignments strategically

Home assignments are a controversial topic. Some people see them as free labor; others see them as a valuable part of the process. My advice? Always overdeliver on your home assignments.

Yes, they can be time-consuming, but they’re an opportunity to showcase your skills and stand out.

Every time I’ve gone above and beyond on an assignment, it’s not only helped me land the job but also given me materials I’ve repurposed in the role itself. I’ve copied slides and ideas directly from my assignments into real-life projects.

If you’re stuck or unsure about how to approach an assignment, don’t hesitate to ask for help. Reach out to peers or mentors – people who can offer insights or guidance to help you structure your work.

4. Engage and learn

The job hunt can feel like a numbers game, but you can shorten the in-between period by being active in your community. Show up to meetups, participate in online discussions, and don’t be afraid to ask questions – even the ones you might think are “stupid.”

In my experience, the best communities encourage these kinds of questions. As community leaders, we’re here to be a sounding board and to reflect your ideas.

No judgment, no embarrassment – just support.

The bottom line

Be patient, stay active in communities, and always be open to learning. Whether it’s through networking, refining your CV, or tackling assignments with enthusiasm, these steps can make all the difference in landing the right role.

Remember, the process may take time, but every effort you put in now will pay off when you find the perfect fit.

Final thoughts

Reflecting on the power of communities, I realize how deeply they've shaped my journey. Though it feels like I’m leaving behind the community I helped build, I know that’s not entirely true.

When I started it, my goal was simple: to create a space of familiarity within a close-knit network. That sense of connection has been invaluable, and I hope it continues to thrive.

As I prepare to move to a new place, where I’ll be starting fresh, I’m both excited and a little nervous about forming new ties from scratch. While I know some people there, I’ll still feel like the “new kid on the block,” building those relationships and networks all over again.

One thing I’m particularly looking forward to is being more involved with Product Marketing Alliance.

It’s an organization I’ve admired from the sidelines for a long time, and I’m eager to engage more actively with the incredible leaders and professionals within its community.

I’ve already started connecting with some of them, and I can tell this is going to be an exciting chapter.

The journey ahead is about growth, both personally and professionally, and I can’t wait to see where these new connections and opportunities will lead.

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How I got my job through the Product Marketing Alliance community