Irina Vasilkova
Product Marketing consultant with over16 years of experience building go-to-market strategies, positioning products, and leading global launches for technology companies and startups.
I help teams turn customer insight into clear positioning, compelling messaging, and GTM strategies that move products from concept to adoption and revenue.
experience
Managing Director & Consultant
now
Providing consultancy services on product marketing strategy, positioning, ICP, research, and go-to-market strategy.
Make
Head of Product Marketing
2024 - now
Leading global product marketing strategy of AI and Automation proposition and executing go-to-market plans by translating market insights into impactful positioning, driving cross-functional alignment, and enabling business growth.
Meta
Provided crucial market insights and advocated on behalf of advertisers during the formulation of a product proposition for an account recovery solution, ensuring alignment with business needs.
Led an audit of the advertiser restriction end-to-end user journey, identifying significant pain points which led to influencing the product roadmaps of four teams—Abusive Businesses, Core Ads, Paid Experiences, Cross-Meta Support—with expected improvements in customer experience and increased Ads revenue.
Global Product Marketing,
Consultant
2022 - 2023
Avon Natura & Co
L'Oreal
Head of Global Product Marketing
2010 - 2022
Delivered product strategy that brought the category back to growth in YTD Sales. Optimised product category architecture and reinvented product portfolio, including the #1 product in sales.
Led the global category's new annual product roadmap process implementation, which increased the quality of product ideas and team expertise.
Built a brand new, high-performing, diverse team.
get inspired!
