I work with companies to market and commercialize their products.

Here’s how I can help you scale up a new product category, target emerging customer segments, or break into new geographic markets:

Product Strategy

Develop the right product

  • Validate your product market fit

  • Work with you to prioritize and plan your product roadmap 

  • Establish processes to bring products to market through different channels

  • Partner with you to develop or experiment with your pricing strategy (price categories, pricing elasticity, customer willingness to pay)

Customer Identification

Get sharp on the “who”

  • Validate your ideal customer profile (ICP) 

  • Conduct customer research and identify their key jobs-to-be-done (JTBD) and decision-making influences

  • Create sharp messaging and positioning to articulate your company’s value proposition and differentiate against the competition (or existing alternatives)

Revenue Realization

Build go-to-market momentum

  • Identify your biggest revenue opportunities (acquisition, retention) and work with your leadership team to develop a plan to win

  • Analyze your acquisition funnel (PLG, SLG) and provide tactical recommendations

  • Advise on commercialization hiring needs and conduct candidate interviews

About Michelle

I’m a seasoned marketer with over a decade of experience, helping companies create and launch innovative product categories. I excel in developing go-to-market motions that capture new customer segments and drive expansion into geographic markets. My expertise spans both B2C and B2B, with a focus in FinTech (payments, commerce), SaaS, and consumer electronics. 

From launching one of Canada's earliest mobile payments wallets to working on the global release of Samsung’s VR headsets, to shaping go-to-market as the first marketer at Latch (a NYC-based PropTech startup), I consistently crafted and executed the blueprint for success. In my latest role at Square, I led the product marketing strategy for SPOS (flagship product with +2M users) and the POS expansion in the UK and Canada.

  • I worked with Michelle on several customer research and product messaging and positioning projects and with each one she upleveled our ability to understand our target audience through detailed research and actionable customer insights. Michelle is an expert strategist who will bring a critical lens to understanding the needs of your audience and how to reach them.

    Paul Rees, Growth Lead at Cash App

  • Michelle masterfully distills complex data (or sometimes the confusion from lack of data) into coherent and actionable product strategies. She cares deeply about the user, weaving their insights from product discovery through to launch. Michelle is your go-to partner for exceptional customer and business outcomes.

    Vincent Liu, International Expansion Product Lead, Square

  • Michelle is an exceptional full-stack marketer and collaborator. I've worked with her over the years at Square and it's been an absolute pleasure. She brings unique user perspective, crafts strategic GTM plans, and delivers growth through iterative product and marketing experimentations. Her can-do attitude is contagious and I strongly recommend her to teams looking to drive results.

    David Liu, Head of Marketing BitKey

  • Michelle is an empathetic and creative leader. We worked together as peers at Square, collaborating closely on product strategy and future vision for the core Point of Sale product. She consistently impressed me with her ability to immerse herself in the customer experience, building a deep understanding of their needs and pain points to inform our team’s direction.

    Brandon Labbe, Senior Design Director at Wealthfront

Let’s work together!