Product Marketer on a mission to help great tech creators grow and scale.
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.
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.