Marketing COMPONENT STRATEGY & GPT ENABLEMENt

Role: Strategy and Enablement Lead (Marketing Experience)
Type: Cross functional system design, internal enablement, positioning strategy
Team: Partnered with Marketing Engineering, Creative (Web UX and Brand), and Content
Status: In progress (2025)

Overview

I led the strategic rollout of a unified marketing site component system to support faster GTM execution and more consistent product storytelling across Postman’s web properties. This project aimed to clarify how and when each component should be used, focusing not just on visual design but on narrative structure, audience alignment, and conversion goals.

Key Contributions

• Created internal documentation for 10-plus reusable modules, outlining usage intent, messaging strategy, and structural best practices for each one

• Defined messaging guidelines and strategic use cases to help teams align on the storytelling role of components like cards, callouts, features, and tabbed layouts

• Partnered with Creative, Content, and Engineering to build a shared language that reduced handoff confusion and improved cross team execution

• Developed a custom GPT trained on module documentation and brand guidelines to enable faster onboarding and self service across Marketing and Creative teams

• Improved modularity and content reuse, giving Product Marketing, Growth, and Content teams a flexible system for building high converting product pages

• Framed components as storytelling tools rather than static layouts, helping marketers align content structure with buyer journeys and messaging hierarchy

Outcome

The system now supports major GTM efforts. Early adoption has improved clarity, sped up campaign development, and enabled greater consistency across cross functional teams. The companion GPT has become a trusted internal tool, lowering the barrier to entry for new team members and accelerating creative output at scale.