Matt Heng
Break into product marketing from non-traditional background w/ 3x IPO PMM
Studied at University of Nebraska, Lincoln
Works at Matt Heng Product Marketing
Available Tuesday
Starting at 2:00 PM UTC
Questions? Start chatting with this coach before you get started.
Matt's Offerings
Custom hourly · $95/hr
Get help with Competitive Analysis, Cover Letters, and .
Matt’s Product Marketing Qualifications
Experience level: Manager
Product Marketer with 10+ years of experience across B2B SaaS, Marketplace, Ecommerce, and Grocery Tech businesses. I've built in-house teams and freelance product marketing fundamentals across more than a dozen businesses. And I've done it from outside the Bay, working from the South and Mountain West, delivering great product marketing results without a big-tech background.
Matt can help with:
Competitive Analysis
Cover Letters
Freelancing
General Exploration
Go-to-Market Strategy
Interview Prep
LinkedIn Review
Market Research
Messaging and Positioning
Networking Strategy
Product Launch
Resume Review
Salary Negotiation
Skill Building
About Matt
I'm a product-marketer with more than a decade of experiences across marketplaces, SaaS, and fintech businesses. I started my career as a Customer Success rep and quickly saw the appeal of product marketing to help drive crossfunctional wins and build better relationships with customers. I broke into product marketing without prior formal marketing experience and I think it's the perfect place for people of all types of backgrounds and experiences to find success in tech.
Why do I coach?
My career is only what it is today thanks to countless coaches and mentors who helped me identify strengths, overcome shortfalls, and advocate for myself and tell my story effectively. I'm passionate about coaching because I think it's a fantastic tool to help people from non-traditional backgrounds and experiences break into tech and build a career.
Work Experience
Product Marketing Consultant
Lyft
2025 - 2026
Product Marketing Consultant
Macrobond Financial
2025 - 2026
Product Marketing Consultant
PayPal
2024 - 2025
Product Marketing Consultant
Matt Heng Product Marketing
March 2023 - Present
Fractional product marketing services focused on fintech, e-commerce, and grocery tech. Engagements include designing and implementing product marketing fundamentals, leading new product and portfolio launches, and updating messaging, positioning, and competitive intel. Clients include PayPal, Instacart, Lyft Urban Solutions, Macrobond, and more Go-to-Market Strategy, Messaging and +3 skills
Head of Product Marketing
Omnipresent
February 2023 - May 2023
- Recruited to build product marketing from the ground up with the Omnipresent team - Part of a reduction in force, May 2023 B2B Marketing, Project Management and +4 skills
Senior Product Marketing Manager
Instacart
December 2021 - January 2023
September 2023 IPO, $CART - Contributed to building Instacart's new retailer-facing brand and product suite, Instacart Platform - Owned core messaging and positioning for Instacart Platform's E-commerce and Ads product pillars - Built SMB inbound tooling and processes to support the acquisition of new retailers onto the Instacart Platform - Advised on marketing integration of two acquired brands (Eversight, Rosie) into the Instacart Platform portfolio Go-to-Market Strategy
Senior Product Marketing Manager
Ibotta
June 2021 - December 2021
Hiring Manager
April 2024 IPO, $IBTA -Led messaging and positioning for the announcement of Walmart on the Ibotta Performance Network (IPN) and led training and enablement for 100+ reps across sales, account management, and operations -Collaborated with business development to build repeatable launch processes for additional IPN partners -Managed two entry-level product marketers, building their core product marketing and go-to-market skills Go-to-Market Strategy and PMM
Product Manager B2B
Ibotta
December 2019 - June 2021
Hiring Manager
- Led a team of two direct reports supporting CPG, retailer affiliate, and ad product business lines with enablement, product launch, and roadmap prioritization support - Introduced core product marketing processes (scaled enablement, launch processes, scaled feedback via NPS and client interviews) to a 100+ member sales org who previously had been self-enabling all messaging and product collateral - Co-owned creation of Ibotta Go, a self-serve platform enabling long-tail CPG customers to easily run promotional programs on the Ibotta platform. Ibotta Go is the first step at Ibotta toward a product-led growth channel from a historical enterprise one-to-one sales model. - Owned initial program scoping, addressable market definition, packaging structure, and messaging and positioning for Ibotta Go - Served as internal SME for core B2B processes and advised new demand teams on marketing automation, lead nurture and scoring, and lead qualification processes Go-to-Market Strategy
Associate Product Marketing Manager
BigCommerce
July 2018 - November 2019
August 2020 IPO, $BIGC - Served as CBD & Hemp SME for BigCommerce, owning the go-to-market of BigCommerce for Hemp & CBD, presenting on CBD ecommerce externally, and selected as a speaker in the 2020 SXSW Cannabuisness track. - Manage ongoing product releases for Tax & Accounting, Data & Analytics, Omnichannel & Marketplaces, and Partner Ecosystem product pods - Manage third-party research agency and co-owned research design and execution with internal SMEs and product owners - Built international market sizing framework and supported C-level prioritization process - Collaborated with product management on analytics product and packaging strategy Go-to-Market Strategy
Education
University of Nebraska, Lincoln
Bachelor of Journalism, Advertising and Public Relations
Activities and societies: University Program Council, College of Journalism and Mass Communications Student Advisory Board, Honors Program Peer Mentor, UNL Chamber Singers, Omicron Delta Kappa Senior Honorary Society
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