CV

Professional Summary

Irina Nica is a passionate product marketer with a love for all things tech and a solid footprint in the B2B SaaS world.

She's spent her days crafting go-to-market strategies at HubSpot, SurveyMonkey, and SEOmonitor, especially for their new generative AI tools, and has a history of making things happen – fast! With a background in SEO and an ear for what customers really want, Irina loves diving deep into strategies and then bringing them to life.

From organizing conferences to building off-site SEO strategies, to leading cross-functional remote teams, hasn't been afraid to try new things and master new skills. Irina also shared her expertise as a guest lecturer and conference speaker at events like INBOUND, Learn Inbound, Micro Conf, and InOrbit.

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Skills

Go-To-Market Strategies SEO Partnership Building Product Launches Writing Positioning & Messaging Cross-Functional Work
Product Adoption Sales Enablement Content Marketing

Work Experience

2012 - 2016

2024 - Present

Senior Product Marketing Manager - SurveyMonkey

Drive market awareness and growth through partnerships, executing go-to-market strategies, and supporting product launches in new regions.

I conduct market research to understand customer behavior, develop competitive positioning, and create sales enablement content. I collaborate closely with global teams across Product, Sales, and Marketing. I ensure SurveyMonkey’s solutions resonate with buyers and drive business expansion internationally.

2021 - 2024

Senior Product Marketing Manager - HubSpot, AI

Led GTM efforts for HubSpot's new generative AI tools, achieving rapid adoption and collaborating cross-functionally for global launches.

Developed and executed strategic campaigns, created engaging content, and enabled sales & CS teams with training and materials.

2016 - 2021

Senior Marketing Manager, SEO - HubSpot

Spearheaded off-site SEO strategies, from launching HubSpot's first in-house link-building program to boosting product awareness, resulting in significant signups and traffic.

Established and nurtured strategic partnerships, from key influencers to high-traffic article mentions, underpinned by effective team and resource management.

Product Marketing Manager - SEOmonitor

Orchestrated the GTM strategy for SEOmonitor.com, driving growth from inception to $50k MRR and crafting the ideal customer profile.

Championed customer-centric product improvements, led inbound marketing initiatives, and fostered strategic partnerships, amplifying brand reach and sales.

Education

2017-2019

Technological University Dublin

MSc - Digital Marketing & Analytics

2010 - 2013

Bucharest University of Economic Studies

Bachelor Degree in Business, Marketing

Interests

Beyond my work life, I have a deep love for reading. Lately, science fiction has caught my fancy, but biographies, business reads, and psychology books always find a way onto my Kindle. If you've stumbled across a captivating read, I'm all ears for recommendations!

On other fronts, I love learning new things, in general. During lockdown, I dived deep into the world of nutrition and have even bagged a certification as a Nutritional and Lifestyle Coach.

Being a mom to an energetic toddler ensures I'm on my toes, constantly growing and learning alongside her wonderful curiosity.