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Fast. Focused. Revenue-Obsessed.
Fractional Product Marketing firepower that moves fast,
and executes what your team actually needs.
"Alecia's strategic approach transformed our marketing efforts, leading to a significant uptick in our sales pipeline. Her ability integrating AI tools into our workflows was a game changer"
- Cognizant Software, CMO
Hi I'm Alecia O'Brien – a full-stack B2B product marketer who blends AI, GTM precision, and deep martech fluency to drive pipeline. With 15+ years of experience, I know how to win over technical audiences – from solution architects to dev leads – with messaging that balances clarity and credibility.
15+ years B2B Software,
SaaS and Embedded Systems
Specialist in Product Marketing and GTM for Technical Audiences
Hubspot, Salesforce, 6Sense and Asana Super Admin
Passion for AI-Driven Digital Marketing
Proven Track Record of Driving Pipeline
Strategy and Execution
HOT OFF THE PRESS

17:51

Spotify

Marketing Tech: Bridging the Engineer Gap

Joining us today is Alecia O'Brien, the VP of Marketing at and an experienced B2B Growth & PMM Consultant. With years of expertise in marketing to technical audiences, Alecia shares invaluable insights on how to effectively engage engineers, CTOs, and R&D leaders—despite not having an engineering background.. - Effective Marketing to Engineers and CTOs: Alecia shares her approach to marketing to highly technical professionals and how non-engineers can create messages that resonate. - Maximizing Engineer Collaboration: Learn how to work with busy engineers to produce technical content without overwhelming them, using smart, collaborative strategies. - Impact of Industry Recognition: Discover how accolades like Tech Company of the Year influence Fidus Systems' marketing strategies and how such recognition can elevate a brand’s credibility. - Creating High-Impact Technical Content: Alecia explains the key elements of effective content for technical audiences and the most common mistakes marketers should avoid. - Translating Complex Technical Topics: Gain insights into how to break down complicated topics for broader audiences while maintaining technical accuracy.

HOT TIP: Jump to 5:01 for the meaty parts to begin!
Full-Stack Product Marketing Consultant for B2B Software Companies
Core product marketing, ICP and buyer journeys
Product launch and GTM planning
Sales enablement material creation
Hubspot campaign setup and optimization
Custom AI GPTs/ assistant creation
Fractional marketing leadership
Ways to Work With Me
Project Sprint
Refer to Services below.
Tightly scoped support for launches, repositioning, sales enablement or custom AI tool development.
Structure, speed, and senior-level execution.
Fractional Marketing Leadership
Ongoing embedded support. 1–3 days a week, depending on what you need.
Think of me as your GTM co-pilot.
Project-Based Services
1
Core Product Marketing
Positioning, Messaging & Persona Foundations
Ideal for: Startups, scale-ups, or new business units needing to define or refine their market story before launching or scaling.
Includes:
  • 3 customer interviews
  • 5 internal interviews (Sales, Product, CS, Exec)
  • Ideal Customer Profile (ICP) definition
  • Buyer journey mapping (per persona)
  • 2–3 personas (roles or segments)
  • Differentiated positioning framework
  • Core messaging hierarchy (value props, pain points, RTBs)
  • Persona-specific messaging matrix (for sales, website, campaigns)
2
Product Marketing Launch
GTM Launch Planning & Messaging Activation
Ideal for: Product, feature, or market launches needing coordinated strategy, content, and enablement.
Includes:
  • Launch strategy framework (goal-setting, audience, CTA matrix)
  • Updated positioning and value props for launch context
  • Internal GTM launch plan (timeline, channel mix, roles)
  • 1 internal enablement deck (e.g., sales kickoff or roadmap deck)
  • 1 external launch content asset set: (landing page copy, launch emails, blog)
Limitations: Positioning, messaging and persona foundations are required. Launch scope is a single product or feature line with one primary persona segment.
3
Custom AI Tool Creation
Custom GPTs for Marketing Teams
Ideal for: Small-to-midsize marketing teams ready to bake AI into every process but lacking the bandwidth or expertise to do it themselves.
Includes:
  • AI readiness assessment to uncover your top 5 custom GPT opportunities
  • Development of up to 5 custom AI assistants (e.g., content ideation, competitive analysis, email & sales sequencing, AiSDR outbound setup)
4
GTM Project Sprint
Strategic GTM Activation for High-Growth Tech Teams
Ideal for: Startups or scale-ups needing focused, high-impact execution on a GTM initiative.
Includes:
  • A senior PMM (me!) embedded with your team for a defined project
  • Scope may include:
  • ICP refinement or market segmentation
  • Messaging and positioning overhaul
  • Launch planning (product, feature, or region)
  • Win/loss interviews or customer insight programs
  • Thought leadership content development
  • PMM campaign development and activation
  • Pricing and packaging strategy
  • Competitive intel tear-downs
  • Sales enablement asset builds
  • Internal GTM presentations

Great for teams with a clear GTM gap but not enough bandwidth or internal PMM horsepower.
5
Hubspot Campaign Support
Lifecycle Nurture, Scoring, and Demand Program Execution
Ideal for: SaaS teams wanting to scale inbound or outbound campaigns, reduce leakage, and personalize nurture paths.
Includes:
  • HubSpot campaign audit and contact segmentation model
  • Lifecycle stage mapping across customer journey
  • Lead scoring setup (behavioral and ICP fit model)
  • Lead management process and SLA established
  • 3 nurture workflows (i.e. awareness, re-engagement, post-demo) with 2 persona-based email sequences (up to 5 emails per stream)
  • Breeze Intelligence Buyer Intent and Research Intent Setup and Customization
  • SDR Sequence email creation and publishing
  • Signal-based segmentation, and dynamic account lists tied to in-market behaviors
  • Reporting dashboard setup for campaign performance
6
Fractional Marketing Leadership
Embedded Senior Marketing Stewardship
Timeline: typically 3-6 month retainer
Ideal for: B2B SaaS or tech scale-ups that need executive-level full-stack marketing direction—without the full-time VP price tag.
Includes:
  • 20-30 hours/month of executive-level marketing leadership (strategy + hands-on execution)
  • Quarterly revenue growth plan mapped to board-level KPIs
  • Integrated GTM blueprint across demand gen, product marketing, brand, and ops
  • Campaign architecture and optimization—from brainstorm to ROI tracking
  • Funnel diagnostics, forecasting, and budget allocation for maximum impact
  • Martech stack audit and quick-win roadmap (HubSpot, 6Sense, GA4, etc.)
  • Sales-marketing alignment framework (SLAs, lead scoring, dashboards)
  • Team coaching and skills enablement for marketers and SDRs
*All prices are in USD
Career Snapshot
20+ years of doing it without AI.
1
Fidus Systems – VP, Marketing
Built and led a high-performing team across product marketing, demand gen, content, SEO and SDRs. Spearheaded global campaigns with AMD and Intel. Led full-funnel strategy and martech transformation to two major PR awards in 12 months.
2
Solace – Senior Director, Product Marketing & Global Campaigns
Owned GTM for industry verticals. Built integrated campaigns targeting Fortune 500 CPG and retail brands (like Unilever). Drove positioning, content, and pipeline growth for Solace's event-driven architecture solutions, software and hardware.
3
Crank Software – VP, Marketing
Launched full-stack demand gen for a B2B SaaS platform. Implemented Hubspot, ran ABM, built content engines, launched services, and scaled sales enablement from zero to global reach. Contributed to acquisition by AMETEK.
4
Halogen Software – Solutions Marketing Manager
Owned competitive intel, personas, and buyer journeys for HR tech platform. Played a key role in scaling Halogen's marketing into Australia and UK as it grew toward its IPO and eventual acquisition by Saba.
Want to see the full resume?
Portfolio Samples

AI-DRIVEN OUTBOUND PILOT

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UNILEVER CUSTOMER CASE STUDY

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AMD SEMICONDUCTOR PRODUCT LAUNCH

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Client Testimonials
"I have never met a more capable marketing person than [Alecia].
"Also, the volume of work and speed of execution was always impressive."
- Alan, CEO, managed Alecia
"Alecia is a full-stack marketing leader with a drive and breadth of experience that is very difficult to find."
"From product marketing and sales enablement to global campaigns and demand gen, she's done it, led it, crushed it. As a global campaign leader at Solace, Alecia led cross-functional teams to develop and execute integrated marketing campaigns that hit the mark." - Laura, peer to Alecia
"I had the pleasure of directly reporting to Alecia at Crank Software. ..."
"She is always open to trying new, creative ideas and ensuring we were tracking our results to make educated decisions moving forward. Alecia is an excellent leader who can also execute which is a rare combination."
- Cailin, reported to Alecia
"I'd worked with Alecia at Halogen and then hired her for marketing work at Rewind. She's a very savvy marketer..."
"..who understands how to market to customers - talk to them, understand them, and then deliver content that they're interested in. She did all three while working for Rewind, and we were very happy with the final outcome."
- Mike, client of Alecia's
How I Work
Move fast, prioritize clarity, and build process
Focus on outcomes, not activity
With human messaging, aligned to real pain, in storytelling narratives
Collaborate closely with founders, sales, and product
Efficiently with limited financial resources, using reliable consultants and Upwork pros
Leverage AI tools to move faster and work smarter
Switch between strategy and hands-on execution
Get in Contact
Book a 30-min intro call below
Drop me a line here
Alecia OBrien B2B Tech SaaS Growth & Product Marketing Consultant. Ottawa, Canada. Copywright 2025. All Rights Reserved