Alison Charles

Director of Product Marketing

Seattle, Washington · alison.kimble.charles@gmail.com · LinkedIn · GitHub

Summary

B2B product marketer with 15 years of experience, including six years as a hands-on player-coach. I specialize in go-to-market strategy, messaging and positioning, personas, pricing, and roadmap alignment. In recent roles, I drove 39% new revenue growth in eight months, achieved a 100% competitive win rate against a top competitor, and increased revenue per customer by 12%.

Experience

Rebrandly

B2B SaaS, PLG and SLG hybrid

Sr Director of Product Marketing / Head of Marketing

12/2024 - Present
  • Drove 39% growth in new PLG business within eight months through better positioning and optimized GTM strategy centered around two core ICPs.
  • Developed competitive positioning that helped sales achieve a 100% competitive win rate against a top competitor in Q4, 2025.
  • Revamped pricing models, resulting in a 20% boost in sign-ups and a 12% increase in ARPA within three months.
  • Defined ideal customer profiles, resulting in focused strategy that won 11% more of our best-retaining customers in six months.
  • Identified a major growth adjacency through customer and market research, directly influencing the 2026 product roadmap.

Help Scout

B2B SaaS, PLG and SLG hybrid

Director of Product Marketing

02/2021 - 10/2024
  • Designed and executed GTM strategy for multiple AI features: $438k incremental ARR in one quarter, 10% adoption, 15% increase in website traffic.
  • Led pricing and packaging strategy: add-on adoption, 20% lift in annual vs. monthly plans, 5% increase in higher-tier selection.
  • Developed ideal customer profiles through extensive market analysis, focusing on segments with 25-30% win rates, higher ACV, and retention.

Clever

B2B, SLG

Director of Product Marketing

09/2016 - 02/2021
  • Empowered Sales to achieve 20% growth during a market downturn through targeted positioning, messaging, and enablement.
  • Informed the product roadmap through deep customer insight, delivering highest impact product launch with 95% client adoption within 6 months.
  • Led end-to-end GTM for new products and features across Product, Sales, and Marketing.

Twin Technologies

B2B, SLG

Marketing Manager

04/2015 - 06/2016
  • Translated a complex product suite into clear, compelling messaging for core buyer personas.
  • Owned creation of all marketing assets: website, sales enablement, case studies, and collateral.

MuleSoft

B2B SaaS, SLG

Global Campaign Marketing Manager

04/2014 - 04/2015
  • Drove pipeline through integrated, multi-touch campaigns across email, webinars, paid media, content, and events.
  • Built the company's first sales enablement playbooks and email programs for BDR and AE teams.

MarketBridge

B2B, SLG

Campaign Manager

09/2011 - 04/2014
  • Developed messaging frameworks to translate technical products into clear value for B2B audiences.
  • Produced high-impact campaign content across email, web, sales materials, presentations, and campaigns.

Projects

Education

Bachelor of Arts (B.A.), Colgate University

Skills

Customer marketing, GTM strategy, messaging and positioning, personas, sales enablement. Proficient in: Asana, ChatGPT, Claude, Google Workspace, HubSpot, Looker, Marketo, Mixpanel, Notion, Slack