I had the pleasure of sitting down for a virtual coffee chat with Andrew Hawthorn, a seasoned product marketing expert with over 20 years of experience across startups and large organizations.
Our conversation was filled with practical wisdom, career insights, and thoughtful perspectives on product marketing's future. Whether you're new to product marketing or considering a pivot, Andrew's perspective offers insightful tips for everyone.
What is Product Marketing?
At its core, product marketing is the bridge between product development and the customer. It’s about ensuring that a product not only gets launched—but also resonates, converts, and thrives in the market. It’s a discipline that demands flexibility, strategic thinking, and the ability to communicate clearly across functions.
Why Product Marketing?
As Andrew put it, “Product marketing is never boring. It’s a strategic imperative with tactical implications.”
Product marketing is essential in both scrappy startups and well-established companies, and it's often a launching pad for broader marketing and leadership roles in tech. The blend of storytelling, market analysis, and go-to-market strategy makes it one of the most dynamic and cross-functional roles in business today.
Q&A with Andrew
1. What main skills should a CPG marketer acquire before pivoting into Tech/Software Product Marketing?
Andrew: Honestly, CPG marketing already provides a strong foundation. People often think tech product marketing is this shiny, complex thing—especially around Silicon Valley—but the truth is, what makes someone good at CPG marketing strategies translates well to tech product marketing. I worked with someone from a CPG background who brought incredible knowledge and structure that elevated our team.
Andrew: Honestly, CPG marketing already provides a strong foundation. People often think tech product marketing is this shiny, complex thing—especially around Silicon Valley—but the truth is, what makes someone good at CPG marketing strategies translates well to tech product marketing. I worked with someone from a CPG background who brought incredible knowledge and structure that elevated our team.
2. What resources would you recommend for someone who wants to break into product marketing?
Andrew: The Product Marketing Alliance is a great place to start. More than just reading articles, networking and connecting with other product marketers is essential. Don’t stress about having every certificate out there—those are nice, but not having them won’t hold you back if you can demonstrate your skills.
Andrew: The Product Marketing Alliance is a great place to start. More than just reading articles, networking and connecting with other product marketers is essential. Don’t stress about having every certificate out there—those are nice, but not having them won’t hold you back if you can demonstrate your skills.
3. You mentioned writing is one of the key skills. Can you expand on that?
Andrew: Writing is enormous. From crafting strategic product messaging to putting together customer-facing content, your ability to write clearly and persuasively drives alignment and action. Excellent writing helps cut through the noise.
Andrew: Writing is enormous. From crafting strategic product messaging to putting together customer-facing content, your ability to write clearly and persuasively drives alignment and action. Excellent writing helps cut through the noise.
4. The use of AI in creative writing.
We didn’t get to dive deep into this one, but Andrew hinted at openness toward the evolving role of AI tools in strategic writing and increasing efficiency.
We didn’t get to dive deep into this one, but Andrew hinted at openness toward the evolving role of AI tools in strategic writing and increasing efficiency.
Final Takeaways and Trends to Watch
Here are a few reflections and trends from our chat that stuck with me:
Strategic writing matters more than ever: With so many channels and so much noise, the ability to deliver clear, customer-centric messaging is a top differentiator.
CPG Marketing → Tech Product Marketing is not a leap. It’s a Leverage Point: Skills in segmentation, storytelling, and consumer insights from CPG roles are incredibly valuable in tech.
Strong Networks over credentials: While certificates can help, joining product marketing communities and having real conversations—like this coffee chat—can unlock deeper understanding and career traction.
AI's Growing Role: As AI continues to shape content creation and personalization, marketers who understand how to balance human creativity with AI tools will lead the next wave.
Final Sip
Whether you’re pivoting industries or leveling up your current role, product marketing remains one of the most impactful and cross-disciplinary spaces in business.
This series will continue to cover insightful conversations from my coffee chats with industry experts—especially in marketing. Just like a good cup of coffee, the best insights are brewed from passion, enthusiasm, and a strong mindset to learn, grow, and inspire.
