Pathful

Pathful, a growth-stage SaaS edtech startup, was created in 2022 from the merger of two K-16 (K-12 + college) career exploration firms, Nepris and Virtual Job Shadow. With school districts and colleges as customers, the company sells products that give classrooms access to virtual guest speakers, virtual job shadow videos, interest assessments, and a wide range of interactive tools to prepare students for the world of work.

  • I was hired in Dec 2022 to be the first product marketer. 

  • I established product marketing processes and developed positioning, messaging, and marketing strategy.

  • I was responsible for all product launches and sales enablement (training and marketing materials).

  • I also closely collaborated with the CEO to define a durable differentiation in all of our product positioning and messaging for the 2023-2024 school year.

  • See below for highlights and work samples from my time at the company.

  • Note: Because of NDAs, I can only show publicly available assets and information.

Highlights: Processes and Tools

  • I created a Product Launch Schedule and Sales Enablement Materials Tracker to give the Go-to-Market team more visibility of upcoming releases and supporting materials. 

  • I also created Customer Personas, Competitive Scorecards, and collaborated with the Product team to develop a Customer Advisory Council. These tools influenced the Product team as they developed products (i.e. during design sprints and UX research). The tools also helped our Go-to-Market team to understand customer needs and deal with objections. 

Highlights: Key Initiatives

  • Product launches: 

    • My Planner and Explore Plus product launches (the first-ever formal product launches at the company) exceeded MQL launch goals by 30% for the Planner launch and by 25% for the Explore Plus launch.

      • How: This was accomplished through the planning and execution of go-to-market strategy, sales enablement training for 50+ team members, and the production of landing pages, one pagers, sales decks, internal messaging documents, and other marketing collateral.

  • User Engagement Strategy: 

    • I helped the company to go from a disjointed mix of content across newsletters, social media, and product, to unified messaging, where featured content and themes were promoted across all customer touchpoints for a seamless experience.

      • How: I led a 9-person cross-functional User Engagement Strategy team (comprised of leaders from Product, Marketing, Customer Success, and Customer Education) and provided data-informed audience insights to help us create monthly themes, aligned activities, and omni-channel campaigns for increasing customer usage and adoption.

Work Samples: How-it-Works Pages

  • Problem: 

    • School districts bought our career exploration products, but many teachers were not available to attend the trainings.

  • Solution:

    • We created high-level, how-it-works pages that teachers could review on their own time. (I developed the layout, wrote the copy, and collaborated with the brand marketing team to produce the pages.)

How-it-Works Page for Pathful Explore

How-it-Works Page for Pathful Junior

Work Samples: Solution Pages

  • Problem: 

    • School districts were looking for ways to make work-based learning accessible to all students.

  • Solution:

    • I crafted the work-based learning solution page, which served as a template for the other solution pages. (I developed the layout, wrote the copy, and collaborated with the brand marketing team to produce the pages.)

Work-Based Learning Solution Page – Screen Recording of the Dynamic Content

Work Samples: SmartBrief Newsletter "Billboard" Ad and Full Newsletter Ad

  • Problem:

    • Many high school students are required to complete a certain amount of hours working on a job site before they graduate. This is called "work-based learning." Unfortunately, some students don't have, or can't afford, the transportation to access these opporutinites.

  • Solution:

    • Pathful specializes in "virtual work-based learning" opportunites, so every student has access. To promote our offering, my team bought different ad units in a popular industry newsletter.

    • See below for two ads: 1) A "billboard" ad placed at the top of the newsletter, and 2) a full newsletter sent to all 20K subscribers.

SmartBrief Newsletter "Billboard" Ad

SmartBrief Full Newsletter Ad