Alicia Fontaine
Marketing Leader in B2B SaaS
EXPERTISE
Go-to-market Strategy
Taking a product to market is a company-wide effort. I help you define a strategy to achieve your company goals, establish appropriate tactics and performance metrics, and then align and rally your organization for success.
Marketing Leadership
Translate your strategy into a story that will resonate with customers. I align marketing programs to your buyers' journey, ensuring you deliver the right message to the right buyer at the right time.
Sales Readiness
Build meaningful (and profitable) relationships with customers. I equip your sales force with the knowledge and resources to become effective brand ambassadors and trusted advisors.
EXPERIENCE
Product Marketing Advisor
Dec. 2022 - Present
Independent Consultant
Projects range from conducting competitive analysis, to developing go-to-market and product launch strategy, to designing marketing campaigns. Clients include pre-seed startups to enterprise B2B companies, in the education and media industries.
Sr. Director, Product Marketing
Jan. 2022 - Nov. 2022
Mentor Collective
I developed both portfolio- and solution-level positioning for a range of products and services for the Higher Education market. To strengthen marketing-sales value chain, I created a comprehensive sales readiness kit, from outreach assets for the BDR team to sales presentation for account executives and talking points for customer success team.
Go-to-Market Advisor
Aug. 2020 - Dec. 2021
Independent Consultant
I advised business leaders and investors in the educational technology and video games industries on market dynamics, business and go-to-market strategy, branding, and product positioning. I created the go-to-market and marketing plans for an edtech startup that achieved successful exit within 12 months.
Director of Product Marketing
May 2019 - Aug. 2020
Imagine Learning
Responsible for a SaaS product portfolio representing over 60% of company bookings, I led entry into a new market segment with the launch of Imagine Reading. To ensure market readiness, I developed a comprehensive certification program for the sales channel focused on a solution-based approach to selling.
Senior Manager, Product Marketing
Jan. 2016 - Jan. 2019
Rosetta Stone (Lexia Learning)
I built and managed the team responsible for the positioning and messaging of a SaaS product portfolio worth $60M, during a period in which the company nearly doubled its bookings. I led the launch of Lexia PowerUp Literacy, exceeding the revenue target by 35% and increasing the company's customer footprint by a factor of ten.
Product Marketing Manager
Jan. 2015 - Feb. 2016
Houghton Mifflin Harcourt
I worked cross-departmentally at the executive level to develop the positioning and messaging for the emerging $70M K-12 services portfolio. I piloted a thought leadership content marketing campaign to build awareness in advance of the launch of a new service offering.
Marketing Manager
Apr. 2013 - Jan. 2015
Houghton Mifflin Harcourt
I spearheaded the International Markets business unit’s first research initiative to identify new market opportunities. I also developed an account-based positioning and sales strategy that resulted in $1.5M in curriculum adoptions.
Sales & Marketing Associate
Jan. 2010 - Apr. 2013
Houghton Mifflin Harcourt
In a hybrid role for the International Markets business unit, I improved operational efficiency and managed key customer accounts. I managed the rollout of Salesforce for a global team and won $1.3M in curriculum adoptions.