Journey

At Elastic I serve as the technical product marketing lead for the Elasticsearch Platform. My remit covers key capabilities including vector search, the BBQ quantisation technique, and ES|QL — Elastic’s new query language. I act as the internal authority on the developer persona, crafting content that bridges deep technical capability with market impact.

Day to day this means working closely with product and engineering leadership on go-to-market strategy, producing technical content for developer audiences, and representing the platform at industry events.

Chainguard builds minimal, hardened container images that dramatically reduce the attack surface of software supply chains. As Senior PMM for Chainguard Images, I was responsible for positioning, messaging, competitive intelligence, and product launches.

I contributed to doubling MQL pipeline forecast for four consecutive quarters and 3× revenue growth. A particular highlight was leading the partnership with Docker, which resulted in Chainguard becoming a Docker Verified Publisher — a milestone that drove 1.5 million image pulls per month at a 35% monthly growth rate.

Tabnine is an AI code assistant that needed to pivot from a developer-led, self-serve model to a structured enterprise offering. I was hired to architect that transition — which meant rethinking positioning, building an enterprise messaging framework, and creating a sales enablement programme for new business development and account executive hires.

The work involved deep research into enterprise buying behaviour and translating Tabnine’s technical differentiation into language that resonated with procurement, security, and engineering leadership.

The SPDX (Software Package Data Exchange) standard is the most widely used SBOM format, recognised as an ISO standard and maintained by the Linux Foundation. My role was to drive awareness and adoption among developers and organisations navigating new software supply chain security requirements.

I led marketing for the SPDX 3.0 release, launched the project’s new website, and represented SPDX at industry events and panel discussions. The work sat at the intersection of open standards, security policy, and developer community engagement.

At Harness I was responsible for the commercial success of the CI and CD modules — the company’s core offering at the time. This meant owning market research, positioning, messaging, and pipeline generation for those products.

I reported bi-weekly to a tiger team that included the CEO, CRO, and product leadership, which gave me direct exposure to how revenue, product, and go-to-market decisions interact at the executive level.

Weaveworks invented GitOps — a model for managing infrastructure and application delivery using Git as the single source of truth. I joined as the company shifted from a traditional open-source and professional services model to an open core model, a transition that required rethinking almost everything: product tiering, pricing, positioning, and how to communicate value to different customer segments.

Reporting directly to the COO, I led the launch of Weave GitOps and worked to consolidate inbound and outbound strategies across a rapidly evolving market.

At GitLab I was responsible for the source code management (SCM) use case — GitLab’s primary land motion. Beyond day-to-day GTM work, I served as the product marketing lead on a pricing committee that oversaw the most significant tier restructuring in the company’s history: consolidating four tiers to three.

This involved Van Westendorp pricing research, migration planning for 30–40% of paying customers, and close coordination across Sales, Finance, Product, and Support. I also launched key features including Sparse Checkout and Design Management, and represented GitLab as a speaker and panelist at industry events.

Hosting technical podcasts is one of the most direct ways to engage with a community of practitioners. On Software Engineering Daily and The Art of Modern Ops I interviewed engineers, product leaders, and founders working at the frontier of software delivery, operations, and developer tooling.

The experience sharpened my ability to ask the right questions, distil complex ideas quickly, and understand what practitioners actually care about — skills that feed directly into product marketing.

Plastic SCM is a version control system built for large binary files and complex branching — widely used in game development studios working with Unreal Engine and Unity. I worked on reducing churn in the SaaS tier through product education initiatives: onboarding email sequences, personalised sessions, and product instrumentation.

I also prioritised integrations with key tools including IntelliJ, Qt, Jenkins X, and Unreal Engine. Plastic SCM was later acquired by Unity.

Community building has run alongside my professional work for over a decade. I have organised meetups for Madrid C and C++ and Product Hunt Madrid, helped run the London Git User Group, and served as an OpenUK Ambassador and contributor to the Linux Foundation AI.

These groups have kept me close to practitioners — the people actually writing code, choosing tools, and forming opinions about the software industry. That proximity is difficult to replicate through any other means, and it has made me a better product professional.

Biicode was an early attempt to solve one of the oldest problems in systems programming: managing dependencies in C and C++ projects. The product allowed developers to define dependencies declaratively and retrieve them from a centralised repository — a model that was novel in the C++ ecosystem at the time.

Working at biicode gave me my foundation in developer marketing: understanding how to reach technically demanding audiences, the role of open source in building trust, and how community and product interact. Biicode was acquired by JFrog.