Discovery, Go-to-Market and Sales Enablement

Context & Role

I worked 3 years at Shine and I was given the responsibility to launch a spend management tool included in the pro bank account addressing small to medium size companies in France.

As a Product Marketing Manager for this product, I was at the intersection of product development and market strategy, ensuring we built the right solution and brought it to market effectively.

Key Responsibilities

Throughout this 3-year mission, I was in charge of:

• Being the link between Product teams and the market - Acting as the voice of the customer while building the solution with a Product Manager, Product Designer and Engineers

• Market and competition analysis - Deep analysis of spend management solutions to understand the competitive landscape and identify opportunities

• Positioning & messaging - Crafting targeted positioning and messaging for a very specific segment of Shine's user base and targets

• Sales enablement - Providing sales and marketing trainings and assets used to better sell what we were building

• Orchestrating the Go-to-Market strategy - Establishing what to do, when to do it, who to talk to and how to address them

• Live sales calls with the Sales team - Participating in sales calls to help them sell the product while conducting product discovery in real-time

• UX writing with a copywriter - Collaborating on user-facing content to ensure clear, compelling messaging throughout the product experience

• QA and UX/UI improvement with a designer - Working closely with design to refine user experience and interface quality

• Testing and reporting of PMM initiatives - Continuously testing product marketing initiatives and reporting results to executives to inform strategy

The Experience

This role was unique in its scope, requiring me to operate across multiple functions and wear different hats depending on the day. From conducting customer interviews to writing product copy, from training sales teams to presenting strategies to leadership—each responsibility contributed to a comprehensive understanding of product marketing in a fast-growing fintech environment.

Working at Shine for 3 years on this spend management tool provided invaluable experience in:

• Understanding the nuances of the French SMB market
• Balancing product vision with market realities
• Building bridges between technical teams and go-to-market functions
• Launching B2B products in a competitive landscape

---

Duration: 3 years (2021-2024)

Team Collaboration: Product Manager, Product Designer, Engineers, Copywriter, Sales Team, Executives

Focus Area: B2B Spend Management for French SMBs