Devin Sandoz

Head of Product & Growth Marketing, Firefox

Mozilla

Jul 2024 - Current (2 years 2 months)

I lead product marketing, growth marketing, and lifecycle for Firefox.

Head of Marketing

toMe

Jan 2024 - Jul 2024 (7 months)

I was promoted to head of marketing just before Tome shifted focus to a enterprise-first, sales-led GTM strategy. I operated as a marketing team of one as Tome focused resources on building the product functionality needed for the company's next chapter. - Led all aspects of Tome's repositioning, spanning PR, social, product marketing, content strategy, and demand generation. - Managed communications around Tome's corporate restructuring and new focus on sales and marketing audiences - Worked closely with the product team on the new product value proposition and differentiators. - Experimented with lead generation strategies from B2B demo days to conferences to LinkedIn ads.

Head of Product Marketing & CRM

toMe

May 2023 - Jan 2024 (9 months)

- Led user research to articulate Tome's key use cases, target audiences, and end user value - Evolved Tome's core value proposition and positioning, driving a double digit increase in signup conversion rate on the Tome homepage - Revamped Tome's CRM onboarding strategy, driving a 10% lift in new user activation - Improved Tome Pro subscription positioning, driving measurable lifts in upgrade rates - Led product launch strategy and feature marketing, executing cross-channel campaigns that drove increases in paid conversion.

Senior Director of Product Marketing, Growth Marketing & Localization

Strava

Feb 2021 - Dec 2022 (1 year 11 months)

I led the PMM, Growth, CRM and Localization teams at Strava. In my time at the company I grew the team from a PMM organization of 3 to four distinct organizations spanning over 20 product marketers, growth marketers, CRM managers and localization specialists. Sitting in both Product and Marketing at different times, my leads and I built a team that could shape the product roadmap in partnership with PM, then drive growth through both GTMs and evergreen marketing. Highlights included evolving Strava's promotional strategy to contribute a significantly higher % of new subscriptions, crafting a new value proposition that drove large increases in app store conversion, and building effective, personalized lifecycle marketing. I am most prou

Director of Product Marketing & CRM

Strava

Aug 2019 - Feb 2021 (1 year 7 months)

I led the strategy and cross-functional leadership team behind Strava paywall changes, through which the company significantly exceeded subscription targets through a coordinated product, marketing, and promotional approach. Managing a team of PMMs and CRM specialists, I worked with my team members and partners across Strava to increase the velocity, quality, and performance of Strava's go-to-market campaigns, lifecycle marketing, and owned communications channels. We did this by improving our day-to-day processes, aligning on a clear vision of success in our work, and creating an optimistic, honest, and open work environment.

Head of Rider Product Marketing

Uber

Sep 2018 - Aug 2019 (1 year)

I led the team of PMMs focused on our global rider products, including Uber for Business. I was able to build and retain a team of strong PMMs, define the role of PMM in the product development process, and build strong collaborative relationships with Uber's product leadership. Some highlights during my time in this role: - Building and launching Uber Rewards: a first-of-its-kind loyalty program with perks designed for frequent ridesharing users. My team was able to drive mass awareness, as well as broad adoption among the most strategic cohorts of riders. - Owning branding and positioning for Uber Comfort, a new "economy plus" ride option starting in the US. We were able to land clear press messages about the most compelling features

Product Marketing Lead, Rider Experience

Uber

Jul 2017 - Sep 2018 (1 year 3 months)

My team focused on the fundamentals of the Uber app, from the homescreen to ride requests to the pickup experience. We worked with the product team to make sure that Uber was building features that addressed key rider needs, and built campaigns that brought the magic of our products to life. In 2018 we designed a US brand campaign around product innovations and launched more than 10 net new features in 90 days. We also launched Uber Lite, a new version of the Uber app designed to take up less storage space and work well in low connectivity, especially important in countries where mobile computing is less developed.

Senior Product Marketing Manager, Partnerships & Developer Platform

Uber

Mar 2016 - Jun 2017 (1 year 4 months)

I led product and marketing strategy for partner integrations, bringing Uber to new audiences and new benefits to Uber users. My team's scope included travel, mobile, media & entertainment, and driver partnerships, as well as Uber's open developer platform.

Product Marketing Manager, Google Play

Google

Nov 2013 - Mar 2016 (2 years 5 months)

- Led integration of Google Play into Android and Retail marketing, including Google Play's presence in carrier stores, partner retail environments, and Google-owned retail spaces. - Product marketing lead for Google Play for Education, a special version of Google Play developed specifically for K-12 schools.

Product Marketing Manager, Google+

Google

Aug 2010 - Nov 2013 (3 years 4 months)

- Developed marketing strategy and communications for Google+ Photos and Google+ Communities - Worked with Product Managers and Software Engineers on new product development - Conducted ongoing work to optimize the first-time user experience and in-product engagement

Product Marketing Manager, Google AdWords

Google

Jul 2007 - Aug 2010 (3 years 2 months)

- Led marketing and communications for the new AdWords interface in 2009, the largest set of UI changes ever made to the product. - Worked with AdWords Product Managers and Engineers to design successful products. - Developed core positioning and launch communications strategy for AdWords features such as integrated AdWords reporting, site & category exclusion on the Google Display Network, and CPC bidding for placement targeting. - Researched and communicated insights advertisers could use to improve their marketing performance (for example, the whitepaper "CPA Performance Trends on the Google Display Network")

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