CHERYL MANALO
Oakland,CA
Summary
A strategic product marketing leader with expertise in GTM, positioning, and messaging. Skilled at translating complex concepts into compelling narratives that drive engagement and adoption. Adept at aligning cross-functional teams, optimizing efficiency, and delivering high-impact marketing campaigns. Passionate about solving business challenges, driving growth, and fostering high-performing teams.
Overview
17
17
years of professional experience
Work History
HEAD OF PRODUCT MARKETING
Inngest
08.2024 - 03.2025
- Led go-to-market efforts to position Inngest as the preferred AI workflow orchestration platform for developers
- Developed and executed marketing strategies to drive adoption, enhance product messaging, and support sales pipeline growth
- Created compelling content, collaborated cross-functionally across a small start-up team, and optimized programs to activate free users into paying customers
- Defined ideal customer profiles (ICPs) and developed targeted messaging that influenced website content, sales materials, and GTM strategy
- Designed and launched demand generation initiatives, including content sponsorships and newsletter partnerships
- Efforts contributed to a 2x increase in website traffic and a 87% increase in free account sign-ups (from 800 to 1,500 in 6 months)
- Built a nurture strategy to convert free-tier users into paying customers and expand existing accounts, aligning marketing efforts with sales pipeline goals
PRODUCT MARKETING LEAD, DEVELOPER EXPERIENCES
Snowflake
10.2023 - 08.2024
- Responsible for making Snowflake the go-to platform for developers
- Develop and execute strategies to promote Snowflake's developer experience
- Create marketing materials, GTM content, and collaborate across teams to ensure alignment
- Partner with the open source community and product teams to raise awareness and grow adoption of Snowflake's developer capabilities
- Drove the release of developer centric features including DevOps, Snowflake Notebooks, Streamlit in Snowflake, and Snowflake Copilot into general availability or public preview at the Snowflake Data Cloud Summit
- Developed a new GTM plan and motion for Snowflake Developer Experiences (including a complete market assessment for new Snowflake areas like DevOps)
- Led program development and messaging for Snowflake's new Dev Day event at Snowflake Data Cloud Summit, resulting in exceeding the goal of over 5K+ registrations a month prior to the event date
SR DIRECTOR OF PRODUCT MARKETING (PROMOTED)
CircleCI
08.2021 - 08.2023
- Led a dynamic product marketing team of technical, commercial, integrated marketing, and competitive intelligence experts
- Aligned cross-functional teams on company goals tied to product adoption and growth KPIs
- Oversaw full-scale, go-to-market feature releases for a highly technical offering across an array of digital channels and offline experiences
- Led analyst and industry relations through a dedicated team member, fostering relationships with analysts, educating them on the company's offerings, influencing their perception, securing positive coverage, and leveraging insights to guide product and marketing strategies
- Contributed to overall product adoption growth of 1M developers building and using the CircleCI platform and 40M+ builds per month
DIRECTOR OF PRODUCT MARKETING (PROMOTED)
CircleCI
01.2019 - 08.2021
- Launched and scaled the CircleCI ecosystem with extensible features and integrations along with a technology partner program
- Established CircleCI's partner program as a lead generating channel which contributes to ongoing YoY revenue growth
- Built a team of technical, commercial, and partner marketing managers
- Scaled CircleCI's GTM framework to manage the entire product lifecycle for all core and platform features (from launch to end-of-life)
SR. PRODUCT MARKETING
CircleCI
01.2017 - 01.2019
- Established CircleCI's product marketing framework, marketecture, positioning, and product messaging in accordance with go-to-market best practices
- Contributed to the overall growth (~32% YoY) of product usage KPIs across multiple quarters
- Supported a multi-quarter and company-wide re-platform effort
- Contributed to exceeding our overall goal to decline legacy usage by 53%
SR. PRODUCT MARKETING
Braintree, a PayPal Company
06.2015 - 12.2016
- Established Braintree's product architecture map and re-defined product messaging, value proposition, and positioning for all audience segments including developers and entrepreneurs
- Delivered a comprehensive competitive analysis of Braintree global competitors paired with a brand tracker study which included a perception and capabilities measurement
- Achieved and maintained high-engagement metrics (~50% open rates) on product communication notifications and emails
Education
Bachelor's Degree - Business Administration, emphasis in Marketing
California State University, Northridge
Northridge, CA06.2006
Skills
- Marketing Strategy
- Product Led Growth
- GTM Launch / Release Marketing
- Positioning & Messaging
- Developer Marketing
- Competitive Intelligence
- Integrated Marketing
- Solutions Marketing
- Customer Marketing
- Lifecycle Marketing & Marketing Automation
- Community Engagement
- Partner marketing
Accomplishment Highlights
- Contributed to CircleCI's explosive growth from $13 million ARR in 2017 to $130 million ARR at departure.
- Spearheaded the creation of CircleCI's technology partner program and developer resource center, which drove a 50% increase in user engagement across documentation, developer tools, and resources within the first six months of launch, solidifying CircleCI's presence in the DevOps ecosystem.
- Implemented a product-led and sales-led growth strategy for the Freemium and usage-based plans, resulting in a 15% increase in new paid organizations (conversion from free to paid) within the first year.
- Built and scaled a high-performing product marketing team encompassing GTM release marketing, solutions marketing & enablement, industry & analyst relations, competitive intelligence, partner marketing, and integrated marketing.
- Developed and led messaging for Snowflake's Dev Day at Data Cloud Summit, exceeding 5K+ registrations a month ahead of schedule.
- Piloted demand generation initiatives at Inngest, an early-stage startup with a PLG motion-including content sponsorships and newsletter partnerships-driving 2x website traffic and contributed to an 87% increase in free sign-ups (800 to 1,500 in 6 months).
Organizations
- Snowflake
- CircleCI
- PayPal
- Intuit
Timeline
HEAD OF PRODUCT MARKETING
Inngest
08.2024 - 03.2025
PRODUCT MARKETING LEAD, DEVELOPER EXPERIENCES
Snowflake
10.2023 - 08.2024
SR DIRECTOR OF PRODUCT MARKETING (PROMOTED)
CircleCI
08.2021 - 08.2023
DIRECTOR OF PRODUCT MARKETING (PROMOTED)
CircleCI
01.2019 - 08.2021
SR. PRODUCT MARKETING
CircleCI
01.2017 - 01.2019
SR. PRODUCT MARKETING
Braintree, a PayPal Company
06.2015 - 12.2016
Bachelor's Degree - Business Administration, emphasis in Marketing
California State University, Northridge
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