Tom Crist

Principal, Head of Consulting Practice

Fluvio

Aug 2025 - Current (11 months)

Responsible for the success of Fluvio’s consulting practice across all engagements and team members. I provide strategic advisory to Fluvio clients, structure and support to Fluvio consultants, and advocate for the product marketing function. Fluvio is the product marketing consultancy partner for high-growth companies that need to scale strategy, sharpen execution, and lead critical go-to-market efforts. We offer a suite of products and services designed to help software and technology businesses scale more effectively and efficiently at every stage of their lifecycle. 👉 Consulting - Quickly tackle the most critical go-to-market challenges by embedding Fluvio’s elite product marketing consultants into your organization 👉 Recruiting &

Ambassador

Product Marketing Alliance

Jun 2024 - Current (2 years 1 month)

During my time as the Dallas-Fort Worth Chapter Ambassador, I have led PMA Certification trainings, contributed to research and readouts for flagship reports, and established local networking programs for product marketers.

Principal

Fluvio

Jan 2022 - Jul 2025 (3 years 7 months)

I led a team of experienced PMM consultants as we embedded with product marketing teams across diverse client engagements. My role included providing high-quality strategic advisory, support, and service, as well as helping accelerate the growth of my team members and Fluvio as a whole.

Director of Product Marketing

REDWOOD SOFTWARE

Apr 2021 - Jan 2022 (10 months)

• Led team of senior product and customer marketers, enabling new logo, expansion, and cross-sell strategic initiatives across all Redwood markets • Identified key differentiators for Redwood, launched as part of corporate platform messaging rollout • Designed new product release approach to achieve measurable impact from every innovation effort • Implemented Pragmatic Marketing-based framework with Product Management to streamline workstreams • Developed go-to-market strategies for finance automation initiative in partnership with leading global systems integrators • Created key deliverables spanning marketing collateral, presentations, and webinar content • Established comprehensive global sales enablement program, including cross-functio

Director of Product Marketing

ABC Fitness

Sep 2019 - Apr 2021 (1 year 8 months)

• Built, hired, and managed modern product marketing organization responsible for go-to-market, solution messaging, creative design, and sales enablement • Defined solution messaging, successfully aligning value proposition to reflect innovation in holistic, modular SaaS technology and service offering • Developed framework for product marketing and project management focused on driving cross-functional accountability • Led content and messaging creation for comprehensive brand relaunch and first-ever client User Summit • Established GTM and editorial calendars to support organic product launches, two key acquisitions, and partnerships • Ensured education of and standardized messaging for new inside sales team to capture small business mark

Senior Manager, Product Marketing

Active Network LLC

Sep 2018 - Sep 2019 (1 year 1 month)

• Established and implemented SaaS product marketing strategy for all B2B solutions and markets • Led 7 market-specific product marketers on effective strategies to generate demand, increase adoption, and bolster retention • Supported and influenced cross-functional teams on high-value go-to-markets • Created and reinforced effective product user groups and educational events

Senior Marketing Manager, Communities

ACTIVE Network

May 2018 - Aug 2018 (4 months)

• Established and implemented SaaS product marketing strategy for flagship Parks and Recreation, YMCA, and Camp/Class solutions • Led team of marketing professionals dedicated to each sub-market • Supported and influenced cross-functional teams on high-value initiatives • Created and reinforced effective product user groups and educational events • Led demand generation projects to fill sales pipeline • Partnered with industry organizations and influencers

Senior Marketing Manager, Commerce

ACTIVE Network

May 2015 - May 2018 (3 years 1 month)

• Managed dedicated team responsible for launching and growing diverse digital P&Ls and the associated product marketing activities • Developed, improved, and represented programs related to consumer traffic monetization • Owned registration protection, publication subscription, and athletic gear e-commerce marketing initiatives, including innovation, sales enablement, and business goals • Led partner marketing and relationship management • Collaborated with platform development teams to drive product and analytics enhancements • Increased e-commerce program conversion, profitability, and market penetration

Director, MultiBriefs

Multiview

Nov 2013 - May 2015 (1 year 7 months)

• Directed marketing and public relations strategy for programmatic marketing service • Owned feature development, market analysis, and revenue forecasting for publishing division • Led pricing, deal approval, sales team assignments, sales operations, and knowledge management for 700+ publications • Created or coordinated all content marketing, sales collateral, and creative for programmatic advertising division • Developed newsletter sales and publishing functionality, including sales-facing e-commerce system and back-end inventory management, for company-wide integration of Microsoft AX ERP system • Drove requirements for and spearheaded development of internal applications related to premium and programmatic display advertising initiativ

Director of Product Marketing / Market Development Director

Multiview

Mar 2012 - Oct 2013 (1 year 8 months)

• Led headquarters- and Toronto-based marketing staff on a wide breadth of strategic and campaign-based initiatives • Created and launched over 50 original industry publications in a six-month period • Executed and cataloged detailed sales enablement for 600+ salespeople regarding 2,100+ partnerships • Developed and implemented go-to-market plans for strategic partners • Spearheaded creation and operation of Microsoft Dynamics-based sales knowledge management system • Evaluated and implemented marketing vendor relationships

M

Marketing Manager

Jan 2010 - Mar 2012 (2 years 3 months)

• Developed marketing plans, creative and copy for use by both MultiView and its partners • Managed corporate digital media, including site functionality/content and social media • Established email marketing strategy in support of field and inside sales efforts • Overhauled tradeshow marketing efforts and collateral to reflect client needs • Advised partners on product marketing best practices

Content Editor

Multiview

Jun 2009 - Jan 2010 (8 months)

• Produced, edited, and distributed weekly e-newsletters for 12 trade associations • Crafted copy for and executed demand generation campaigns supporting inside sales efforts

Online Services Manager

Multiview

Jan 2009 - Jun 2009 (6 months)

• Successfully sold digital ad campaigns in varied industries and disciplines • Attracted and retained clients at all stages of the customer lifecycle, including customer success and renewal functions

Marketing Intern - Graduate Program

Telstra

Jun 2007 - Aug 2007 (3 months)

• Worked within Product Marketing/Management and Online Marketing groups at Australia’s leading telecom company • Created marketing brief for Online IP Offers; implemented via email-based promotions targeting enterprise customers • Prepared comprehensive analysis for Marketing executives assessing mobile data and applications vs. competitors

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