Product Marketing · Austin, TX

Positioning that earns attention. Systems that turn it into pipeline.

I'm Ryan Haecker. I run both sides of go-to-market: the story a product tells, and the demand engine that turns that story into revenue. I built the product marketing function for a $15M Colibri Group brand from scratch, carried a $100M+ pipeline number for my business groups at Nokia, and grew revenue while the industry around me shrank.

Start a conversation See the work

$100M⁺

Annual marketing-attributed pipeline owned at Nokia

10%

YoY web revenue growth in a declining industry

20%

Conversion lift from a structured CRO & testing program

12⁺

Years across enterprise B2B and consumer marketing

01 · About

Most marketers pick a side. Strategists shape the positioning; operators run the funnel. I spent twelve years refusing to choose, because the best go-to-market work happens where those two jobs meet.

At Nokia I was the only demand generation manager for the business groups I supported, accountable for every dollar of a $100M+ pipeline target. At Colibri Group I built my brand's product marketing function from the ground up: playbooks, launch operations, and the cross-functional muscle that keeps Product, Sales, and Customer Success working one plan. Both halves sat in the same job description.

02 · Selected Work

The work behind the numbers.

Three builds: a product marketing function raised from nothing, an enterprise pipeline engine, and AI working inside a live customer journey.

Colibri Group

Sr. Product Marketing Manager

2024 – Present

A product marketing function built from zero, in a market headed the wrong direction.

Colibri hired me as the sole PMM on a $15M professional education brand. I set up the discipline itself: GTM playbooks, launch operations, and the alignment rituals that connect Product, Sales, and Customer Success. Then I pointed it at market share.

10% YoY web revenue growth in a declining industry, from repositioning premium auto-renewing memberships and raising average order value
20% conversion-rate improvement from a structured CRO program: A/B tests on layouts and product naming in Optimizely, read through Power BI and Matomo
Exclusive marketing rights to a mandatory appraisal training course, won through a high-stakes RFP that expanded the brand's addressable revenue

Nokia

Demand Generation Manager

2018 – 2024

A $100M+ pipeline number, carried by a demand-gen team of one.

Nokia handed me the full funnel for the enterprise B2B business groups I supported: paid media, SEO, email, and content, with agencies and internal teams executing the plan I set. Within that patch, demand gen was mine alone.

$100M+ in marketing-attributed pipeline generated each year through integrated, full-funnel demand generation
50% email database growth at one-fifth the typical cost per contact, by retargeting unengaged contacts with first-party-data SEM, display, and social
40K clicks and 100K earned impressions in six months from a LinkedIn employee advocacy program that cost nothing in media
15% off rate-card costs negotiated across agency, publication, and vendor contracts, with output intact

AI in Practice

Colibri Group

2024 – Present

AI shipped into the student experience, with revenue riding on it.

I took AI from roadmap slide to production: a chatbot that advises students before they buy, and a tutor that works alongside them inside the course. Both carry retention and revenue weight today.

Purchase-advising chatbot that steers prospective students to the right course and cuts pre-sale support load
In-course AI tutor that improves student outcomes at scale while lowering cost to serve
Zinrelo loyalty program that rewards coursework completion and engagement, built to cut churn and grow lifetime value

03 · Career

Twelve years, five companies.

2024 — NowColibri Group · Senior Product Marketing Manager (PMM 2024–26)Austin, TX
2024Sony · Lifecycle Marketing ManagerDallas, TX
2018 — 2024Nokia · Demand Generation ManagerDallas, TX
2017 — 2018Spectrum Reach · Account PlannerAustin, TX
2014 — 2017Beneplace · Digital Marketing ManagerAustin, TX

04 · Capabilities

Strategy you can hand to a team.
Execution you can hand to a CFO.

Positioning & GTM Strategy

Go-to-market strategy, product positioning, competitive intelligence, and launch operations, plus the cross-functional alignment that makes them stick across Product, Sales, and Customer Success.

Demand Generation

Full-funnel pipeline ownership: SEM, display, paid social, SEO, email, and content, integrated into campaigns that get measured on revenue.

Conversion & Analytics

CRO programs, A/B testing, funnel optimization, and pipeline reporting, grounded in Optimizely, Power BI, Matomo, and buyer-journey models built from real conversion data.

AI & Emerging Tech

AI-powered tool development and generative AI integration, shipped into production customer experiences: purchase advising, in-course tutoring, loyalty.

Toolbox Marketo · HubSpot · Salesforce · Google Analytics · Google Ads · Meta Ads · LinkedIn Ads · Optimizely · Power BI · Matomo · SEMrush · Klaviyo · Claude · Monday.com · ClickUp

05 · Contact

Let's talk go-to-market.

I'm open to senior and director product marketing roles. I'll also trade notes on positioning, demand gen, or AI in the funnel with anyone wrestling the same problems.