Areeba Khan — B2B Product Marketing & ABM Leader

What I do

Product marketing and GTM, built to close.

01 — GTM

Go-To-Market Execution

End-to-end ownership of product and feature launches, aligning Product, Sales, CS, and demand gen in matrixed environments. Built GTM frameworks for enterprise upmarket plays, competitive intelligence launches, and market expansion across MENA and North America.

02 — ABM

Account-Based Marketing

Designing and executing ABM programs that align sales and marketing around high-value target accounts. From ICP definition and account intelligence to personalized content and multi-channel outreach sequences.

03 — PMM

Product Marketing & Positioning

Translating product capabilities into compelling market narratives. Go-to-market strategy, competitive positioning, pricing tier messaging, and the sales enablement assets that empower reps to win.

04 — Enablement

Sales Enablement

Building the infrastructure that scales sales velocity: centralized asset repositories, battle cards, pitch decks, talk tracks, one-pagers, and objection-handling guides tailored to buyer stages.

05 — Demand Gen

Demand Generation

Cross-channel campaigns across paid, organic, email, and events. Deep experience in B2B funnel analytics — from top-of-funnel awareness through MQL to SQL conversion optimization.

06 — Events

Field & Event Marketing

Leading field marketing programs across virtual events, executive roundtables, and partner activations that drive pipeline and accelerate enterprise deals. Own end-to-end execution, including ROI.

Selected work

GTM Campaigns that moved the needle.

GTM Enterprise Pipeline

Enterprise Rebrand & Omnichannel GTM — Jungle Scout

Led positioning and go-to-market strategy for Jungle Scout’s upmarket shift to an enterprise ICP. Orchestrated a full-funnel omnichannel launch across paid, email, and content, aligning Product, Sales, and Customer Success to deliver a cohesive GTM motion.

Redefined messaging around revenue impact and competitive advantage, ensuring alignment with enterprise buyer needs and accelerating deal progression across key accounts.

$1.2M

Pipeline Generated (2 Weeks)

+40%

Increase in Demo Fills (2 Weeks)

Skills: GTM Strategy · Enterprise Marketing · Positioning & Messaging · Cross-functional Leadership · Pipeline Generation

ABM Enterprise Executive Stakeholders

Executive ABM & QBR Program — WakeCap

Designed and owned Nibras, a 1:1 quarterly business review program delivered directly to Saudi Aramco’s senior leadership. Each edition aligned deployment scale, new site opportunities, and strategic roadmap priorities.

Positioned WakeCap as a strategic partner within Aramco’s digital transformation agenda, functioning as a high-touch ABM motion that directly influenced contract expansion and new package deployments.

Aramco

Tier-1 Strategic Account

↑ Upsell

Contract Expansion Influenced

Skills: 1:1 ABM · Executive Stakeholder Marketing · Deal Acceleration · Strategic Narratives · Sales Enablement

Sales Enablement GTM Systems

Sales Enablement System & Battlecards — Jungle Scout

Built a scalable sales enablement system translating product positioning into competitive intelligence and deal-winning narratives. Developed battlecards, executive decks, and objection-handling frameworks used by sales teams in live enterprise deals.

Improved deal velocity by reducing time spent searching for assets and enabling consistent messaging across Sales and Customer Success. Now extending this system with AI-assisted workflows to dynamically generate and update battlecards based on competitive and product signals.

↑ Win Rate

Improved Deal Velocity

Single Source

For GTM Collateral

Skills: Sales Enablement · Competitive Positioning · GTM Systems · Revenue Operations · AI-assisted Workflows

Product Marketing GTM Competitive Intel

Competitive Intelligence Launch & GTM — Jungle Scout

Led positioning and go-to-market strategy for a competitive intelligence product launch at Jungle Scout, designed to help enterprise brands identify growth opportunities and defend market share.

Shifted messaging from feature-led to value-based positioning. Developed sales enablement assets including battlecards, talk tracks, and value frameworks to support adoption, accelerate deal cycles, and strengthen competitive positioning in-market.

53%

MRR Growth (First Month)

Product Launch

Enterprise GTM

Skills: Product Marketing · Positioning & Messaging · GTM Strategy · Competitive Intelligence · Sales Enablement

Demand Gen PLG Funnel

Product-Led Lead Generation System — Trellis

Developed a product-led lead generation system designed to capture high-intent MQLs through a value-driven tool experience.

Leveraged the tool as a top-of-funnel acquisition engine and built an email nurture sequence to convert leads into pipeline, demonstrating how product-led experiences can drive scalable demand generation.

MQLs

High-Intent Lead Capture

Nurture

Conversion-Driven Funnel

Skills: Demand Generation · Product-Led Growth · Funnel Strategy · Lifecycle Marketing · Conversion Optimization

Demand Gen Multi-Channel Events

Integrated Demand Generation Campaign — Jungle Scout

Executed an integrated GTM campaign combining paid, email, and content to drive full-funnel engagement and demand generation.

Delivered 4,000+ registrants and established a repeatable campaign motion supporting pipeline growth, demonstrating the impact of coordinated multi-channel execution.

4,000+

Registrants

Multi-channel

GTM Execution

Skills: Demand Generation · Campaign Strategy · Multi-channel Marketing · Funnel Execution · Pipeline Support

Product Marketing GTM Narrative

Product Narrative & Feature Launch — Trellis

Conceptualized and developed a product narrative asset to support the launch of a new feature within the Trellis platform. Translated complex product functionality into a clear, compelling story aligned with customer pain points and use cases.

Positioned the asset as part of a broader GTM motion, enabling Sales and Marketing to communicate value more effectively across the funnel, supporting feature adoption and customer understanding.

Narrative

Product Storytelling

Adoption

Feature Awareness Support

Skills: Product Marketing · Narrative Development · GTM Messaging · Content Strategy · Feature Launch Support

Marketing approach

How I build GTM programs that win accounts.

Intelligence Before Assets

Research the account first — org structure, active initiatives, budget cycles, competitors. Nothing gets built until there's a clear picture of what will actually resonate.

Sales & Marketing as One Motion

Shared account lists, joint playbooks, and weekly cadences that keep sales and marketing locked on the same targets — from first touch through deal close.

Measure, Report, Refine

Pipeline, deal velocity, and win rates tracked by account cohort. Weekly reports and monthly dashboards that show leadership exactly what marketing contributes to revenue.

"The best marketing doesn't feel like marketing. It feels like the right message, to the right person, at exactly the right moment."

Skills

Product Marketing Messaging & Positioning GTM Strategy Sales Enablement Competitive Intel Content Strategy ABM Pipeline Marketing ICP Development Product Launch A/B Testing

Marketing Tech Stack

HubSpot Google Analytics Power BI Ahrefs SEMrush Search Console WordPress Sanity.io Vercel Canva Figma Notion Slack Trello Asana ChatGPT Claude Gemini Manus

Career

A decade of building.

WakeCap

Riyadh, Saudi Arabia

July 2025 — Present

Product Marketing Manager

Leading the marketing function for a construction tech SaaS platform serving enterprise clients across MENA. Owning a sub-$500K annual budget with full responsibility for ABM strategy, GTM execution, and sales enablement — building the marketing infrastructure in the Saudi enterprise market. Orchestrating agency partners and cross-functional stakeholders across Product, Sales, and CS to deliver integrated account-based programs. Key account: Saudi Aramco (Nibras QBR program).

ABM B2B SaaS Enterprise MENA Sales Enablement Budget Ownership

Jungle Scout

Toronto, Canada (Remote)

Feb 2024 — Jul 2025

Product Marketing Manager

Feb 2025 – Jul 2025

Led messaging and positioning for Jungle Scout's enterprise upmarket rebrand — an omnichannel launch targeting a new ICP that generated $1.2M in marketing pipeline within two weeks and a 40% increase in demo fills in week one. Coordinated across Product, Sales, and CS in a matrixed environment, serving as the connective tissue between GTM strategy and execution. Owned a centralized sales enablement repository of battle cards, pitch decks, and use-case guides.

GTM Strategy Positioning Sales Enablement Competitive Intel Event Marketing

Product Marketing Specialist

Feb 2024 – Feb 2025

Led GTM strategy and messaging for the Competitive Intelligence feature launch, driving a 53% increase in MRR within the first month. Collaborated with growth and sales teams to refine paid and organic acquisition messaging, contributing to a 14% increase in net new billings MoM.

Feature Launch Demand Gen MRR Growth

Trellis

Ottawa, Canada

Aug 2021 — Oct 2023

Product Marketing Manager

Feb 2022 – Oct 2023

Led 10+ product launches across email, webinar, and social channels — tripling MQLs within a year. Partnered with Product, Sales, CS, and C-Suite to build full-funnel content that increased customer acquisition by 28%. Drove a 33% CTR lift in organic and 25% lift in email conversions through cross-functional omnichannel campaigns.

Product Launches Content Strategy Cross-Functional MQL Growth

Content Strategist

Aug 2021 – Jan 2022

Developed a content marketing strategy that drove 12% MoM blog growth. Launched three organic lead-capture tools targeting the ideal customer profile, contributing to 17% MoM website traffic growth.

SEO Content Strategy Lead Gen

Earlier Roles

2016 — 2021

Marketing Executive → Asst. Manager

Built commercial and operational marketing foundations across logistics tech, research, and B2B copywriting. At Agility (acquired by DSV Panalpina), managed marketing budgets, negotiated vendor contracts, and coordinated 4+ annual trade shows — reporting directly to the Director of Marketing. At Aga Khan University, served as Communications Lead on a £220K UK MRC-funded project, produced the annual research magazine, and drove donor and partner engagement across three continents.

Logistics Tech Events & Trade Shows Budget Management Non-Profit Executive Comms

Marketing that moves revenue, not just metrics.

Product marketing and GTM, built to close.

GTM Campaigns that moved the needle.

How I build GTM programs that win accounts.

Intelligence Before Assets

Sales & Marketing as One Motion

Measure, Report, Refine

A decade of building.

Marketing that moves revenue.