Brand launches from scratchincluding 1 B2B Tech brand
Revenue YoYvia repositioning, PLG, marketing mix & assets optimization (CR ↑, CPA ↓), funnel growth loops
How I fit the role
JD
«Conduct market research and competitive analysis to identify market trends, competitive positioning, and opportunities for growth»
My experience
Launched a pillar for Yandex AI Studio - deep competitive analysis + customer interviews before launch. This portfolio website is an example of the same approach for UpGuard's VR pillar.
JD
«Define product positioning and messaging, lead the planning and execution of product launches»
My experience
Positioning + messaging house for the B2B pillars of Yandex Practicum and Go1. Every launch - research first, messaging after validation.
JD
«Build core sales and marketing assets such as pitch decks, product datasheets, and product-related content»
My experience
Hands-on with pitch decks, sales enablement, web copy, landing pages. Section 09 has 2 asset mockups (refactor /product/vendor-risk + new /why-upguard) as a quality example.
JD
«You love getting your hands dirty»
My experience
Mockup of /product/vendor-risk hero - in section 08. Structure, copy, CTA, customer proof - assembled without a designer as a working prototype for the team. I do the same in my current role: the first version of a landing page is mine, polish is done by the designer.
Case Studies
B2B SaaS experience - what I will bring to UpGuard
Go1
Global learning platform. Worked on positioning, GTM for the enterprise segment, sales enablement.
Relevant for UpGuard
Australia-based B2B SaaS, enterprise sales cycle, multi-pillar product.
Yandex Practicum B2B
GTM for the B2B division of an EdTech platform. Positioning for HR / L&D leaders, sales enablement, content strategy.
Relevant for UpGuard
B2B buying committee (Champion + Economic buyer + Gatekeepers), long sales cycle, enterprise ICP.
Yandex AI Studio
Launch of a new AI platform for developers. Early-stage product discovery, positioning, launch campaign, sales enablement.
Relevant for UpGuard
AI-driven product, technical buyer (SecOps-analogue = developers), early-stage product → mature.
How I work with the funnel
A data-first approach is my standard of work.
The full methodology is on a separate portfolio page.
Edge cases of the role
JD: «A strong grasp of cybersecurity» - would give edge, not a must-have. I do not have a background in cybersec.
What compensates for this:
- Deep research: the depth of research on the TPRM market, competitors, and customer signals is what you see on the other 10 pages.
- Validation-first roadmap: the first 30 days are for listening, not shipping. Domain knowledge comes from interviews with champions and sales call recordings.
- B2B SaaS PMM mechanics are universal: positioning, messaging, launches, sales enablement, measurement - the same as in EdTech and AI/SaaS, just with a different vocabulary.
JD: «Familiarity with product-led go-to-market motions» - would give edge.
PLG-thinking is the central thread of this whole presentation: middle-funnel PLG-gap, freemium as an entry point, vendor portfolio snapshot.