Josh Britton

Product Management

Go-to-market Strategy

Messaging Strategy

Market Research

Competitive Analysis

Customer Discovery

Content Strategy

Survey Creation

Marketing

Available for hire fromNegotiable

Contracts

Product Leader | GTM Strategy Expert | Customer-First Advocate

At the helm of Cognism's product marketing division, my focus is on leading transformative repositioning and launching innovative products that resonate with our ideal customer profiles. With a keen strategic outlook, I've navigated global teams through the dynamic landscapes of digital commerce, resulting in a notable 15% uptick in sign-ups through refined messaging and value propositions. My tenure at Payoneer fortified my expertise in global go-to-market strategies and product monetization, which now underpins my role in developing comprehensive customer and market research frameworks at Cognism. We've cultivated a culture of growth hacking and experimentation, enabling us to consistently deliver products that meet the evolving needs of the digital economy.

Projects

Customer Personas and Segmentatiion

Leading a team of PMM's while working at a leading global fintech, I identified the need for an ICP definition and persona deep dive. Building customer and market research from the ground up, the PMM team surveyed and interviewed thousands of customers across EMEA, APAC, NAM and LATAM. I built and designed the persona deck consisting of several key personas, going in to great depth about who they are, what they value, their technographics and main desires. This was launched across the company and led to a dramatic shift in targetting strategies for Marketing and sales teams, as well as a shift in focus for the Product team's roadmap, aligning more to ICP customer needs.See More

Work History

VP of product marketing

CognismFull-time EmployeeMay 2024 - Feb 2025 • 10 mosSpearheaded product marketing, go-to-market strategies, and product launches, leading a team of product marketers, competitive analysts, and content writers. Responsible for defining and promoting the product vision, value proposition, and messaging across the customer journey. ▪ Developed Customer-Focussed Roadmaps: Partnered with product to identify key customer needs and pain points, translating them into a customer-focussed roadmap and actionable product requirements. ▪ Drove Product-Led Growth: Developed pricing strategies and merchandising for product-led growth, achieving a 30% increase in paid account conversion for the Kaspr business. ▪ Successfully Launched Record Breaking Products: Owned product launches and customer communications, partnering with cross-functional teams to ensure successful launches and drive record breaking customer adoption. ▪ Boosted Sales Performance: Empowered sales teams with talk-tracks, product training, enablement, competitor battlecards and market insights, leading to a 20% improvement in sales win rates. ▪ Embedded Product Marketing Strategies: Developed and launched a best-practice Product Marketing Frameworks for customer research, messaging, product launches and OKRs, while mentoring the product marketing, competitive and content teams. ▪ Revamped Messaging & Positioning: Defined and implemented new positioning, messaging, and value propositions, resulting in a 15% increase in conversion rates. ▪ Developed New Pricing and Merchandising: Conducted pricing research and built proposals for new pricing and merchandising for Cognism and Kaspr. ▪ Increased Team Effectiveness: Introduced AI tools to significantly speed up data analysis and processes. ▪ Developed and Built AI Agent Offering: Working with the founders and CEO on a new business idea, selling B2B data for AI Agent developers, I built a boot-strap company website, offering, messaging and positioning.

Director of product marketing

Payoneer Full-time EmployeeJan 2022 - May 2024 • 2 yrs 5 mosAs Founding Product Marketer at Payoneer, I worked within Product and Marketing. Leading the Enterprise, SMB and Partnerships Product Marketing, I developed and mentored a team of Product Marketing Managers and led initiatives in new feature and product ideation, pricing, and growth hacking. Developed global product marketing and go-to-market strategies for Payoneer, across NAM, LATAM, EMEA, APAC and China, driving revenue growth and market share expansion. Acted as the bridge between Product, Marketing and go-to-market teams. Collaborated with Product Management on the roadmap vision, owned product launches, customer research, and competitive analysis, while being the voice of the customer for Payoneer. ▪ Led Product-Market-Fit Strategy for Newly Acquired Company: I successfully pivoted a recent company acquisitions product portfolio to achieve product market fit. I led the customer research and go-to-market strategies, while working with product to ensure a customer-focussed roadmap. ▪ Drove Significant Revenue Growth: Successfully developed and implemented new product launch frameworks that generated $200 million in new volume within 12 months. ▪ Ensured Cross Functional Collaboration: Acted as the conduit between Marketing, Product, Sales and R&D teams. This ensured product strategy alignment and a product roadmap that met customer and market needs. ▪ Increased Customer Acquisition: Developed product marketing frameworks that resulted in a 30% increase in Ideal Customer Profile (ICP) sign-up. ▪ Improved Product Adoption: Introduced the use of in-app messaging based on trigger points and the development of compelling user stories and use cases, leading to a 30% increase in new feature adoption. ▪ Enhanced Customer Conversion: Developed merchandising and pricing strategies for customer-led account types, achieving a 20% increase in ICP conversion. ▪ Championed Customer Understanding: Created a new platform approach for Payoneer

Director of product management

OvarroFull-time EmployeeJun 2019 - Jan 2022 • 2 yrs 8 mosAs the Founding Product Manager, I led the global product strategy and vision for Ovarro, a market- leading provider of technology solutions for the world's critical infrastructure, such as water, power, and telecoms. On the Senior Leadership Team, I oversaw the full Ovarro portfolio of IoT, SaaS analytics, mobile apps and remote monitoring hardware products across all continents, generating over £40 million in annual revenue. Successfully transformed Ovarro into a product-led organisation, building the Product Management function from the ground up and implementing a customer- centric, market-led approach. ▪ Drove New Product Success: Championing a customer-centric product discovery approach, I developed the product roadmap, achieving £4.2 million in pre-launch orders and developed a £12 million opportunity pipeline for new products launched in H1 2021. ▪ Built a Product department: Developed Product Management frameworks and ways of working with engineering and R&D teams to establish scalable practices for product development. ▪ Increased Product Margins: Implemented targeted pricing initiatives that resulted in a 25% increase in product margins. ▪ Accelerated Product Launches: Significantly increased the number of product roadmap launches from 7 to 45, demonstrating a strong focus on new product introduction and agile methodologies. ▪ Moved Ovarro to the Cloud: Created the strategy and rollout plans with 3rd parties to move Ovarro from on-premise to Cloud native products. Enabling much more flexible and scalable products. ▪ Built a Thriving SaaS Business: Spearheaded the start-up and development of a SaaS product line, generating £300k in annual revenue and a £10 million pipeline since Q1 2021. Transformed Organisational Culture: Successfully transitioned Ovarro into a product-led Organisation, with all supporting functions aligning and partnering with the product vision and strategy.

Education

Sheffield Hallam University

BA (Hons), Business Studies

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