Fractional Product Marketing Leader (PMM, GTM)
I'm Amina Altaf.
I am a customer-obsessed, market-intelligent, and competitor-aware product marketing leader with a proven track record of leading & supporting teams at startups and scaleups, especially for SaaS enterprises.
Whether you're a startup aiming to craft a compelling product narrative, an enterprise seeking interim support, or a venture capitalist in search of an expert-in-residence for your portfolio companies and founders, I bring over 12+ years of invaluable product marketing expertise to the table.
Expertise: Market Research & Sizing, Competitive Intelligence, ICP & Segment Development, Persona Development, Company & Product Narrative (messaging and positioning frameworks), Beta Program Development, Product Launches, GTM Planning and Execution, Sales and Partner Enablement
Let's chat about how I can help.
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PMM Consultant| FieldNation January 2024 - December 2024
Spearheaded the GTM strategy and execution for a major Technician Quality initiative, which included multiple feature releases and a 'north star' quality score to guide buyer decisions on service excellence. Collaborating with executives, PMs, and CS, I drove enablement, adoption, and continuous feature enhancement to elevate marketplace standards and ensure meaningful quality signals for buyers.
To improve the accuracy and adoption of the Private Feedback feature—a crucial component of our quality score—I led a data-driven approach that included segmenting user cohorts, conducted surveys, to frame how we approach our GTM efforts around education and UX optimization. This approach allowed us to identify friction points, clarify the feedback scale, and ultimately redesign the feature, resulting in a 30% increase in adoption among high-volume accounts and a stronger quality signal for our marketplace.
Fractional PMM| ChartArt June 2023 - January 2023
Supported the beta launch and subsequent release iterations of an LLM-enabled storytelling platform. This platform was designed to empower journalists, creators, and data enthusiasts (B2B and B2C) to explore, analyze, and visualize data, using natural language prompts to craft compelling stories efficiently. Deliverables included finding language-market fit, and designing and launching customer programs (feedback, referral, community) to assess market demand.
Senior Director, PMM & Growth (Fractional & Full-time) | IronVest February 2022 - June 2023 Hired to design and develop the foundational pillars of the product marketing function. Spearheaded IronVest’s GTM strategy and drove execution with the co-founding team from stealth to launch for products across enterprise SaaS, financial institutions, and mid-market. During this phase, we secured an impressive $23 million in pre-seed funding. I led the development of foundational product marketing components, including developing detailed persona profiles and empathy maps, articulating value propositions and USPs, creating a comprehensive messaging framework, and crafting a targeted content strategy. Additionally, I led the creation of sales playbooks and training resources for both direct sales and partner (MSP)teams.
Consulting (Project-based) | MeasureSquare August 2022 - October 2022 ****Short-term project to conduct comprehensive market analysis within the cloud-based takeoff estimation landscape for commercial construction and renovations in the U.S., including evaluating the market size, trends, key players, and competitive strengths and weaknesses, to provide insightful reports and strategic recommendations.
Fractional Head of PMM | Stanley Black and Decker, Business Innovation August 2020 - March 2021 Oversaw product marketing across SBD’s construction tech portfolio and partnered with the product team to define the strategy and vision for the new category innovation initiative. Studied product, customer, and competitive landscape to deepen understanding, build expertise, and guide product marketing strategy effectively. Persona Development supported by JTBD framework. Supported the launch of a field management SaaS product, targeting a 700M serviceable market.
Director of Product Marketing | GasBuddy (acquired by PDI) June 2016 - Dec 2019 Led team expansion from 1 to 7 members at GasBuddy, optimizing operations for a $3 billion savings platform. Partnered with the product team on end-to-end product launches for diverse emerging products across adtech, fintech, and data platforms. Gasbuddy Pay was used by over 1 million consumers and influenced $650 million in total purchase volume in its first year.