Figen Baysal

About Figen Baysal

Product Marketing and GTM leader with 15+ years of experience driving adoption and growth for complex, tech-enabled products across B2B, SMB, and consumer subscription businesses. At Amazon Health, I lead lifecycle and growth strategies focused on acquisition, activation, retention, and AI-driven personalization.I specialize in translating complex product capabilities into clear positioning, segmentation, and adoption strategies, partnering cross-functionally with Product, Engineering, and Analytics to launch and scale customer-centric experiences. My background spans telecom, e-commerce, and healthcare, including founder experience that gives me strong empathy for SMB customers and product-led growth environments.I’m particularly passionate about AI, product marketing, and go-to-market strategy — helping innovative products move from awareness to meaningful, long-term usage.

Experience

1. Senior Product Marketing Manager, Lifecycle & Growth Amazon Health

   Amazon

   Jan 2025 — Present · Seattle, WA, US

   Lead product marketing, lifecycle, and go-to-market (GTM) strategy for Amazon Health Services, including Health AI, One Medical, Pharmacy, and Pay-per-Visit. Drive end-to-end acquisition, activation, and long-term adoption for a portfolio of complex, tech-enabled healthcare products.Partner cross-functionally with Product, Science, and Engineering to translate sophisticated technical capabilities into customer-centric positioning and scalable growth engines.Key Impact:Launched Health AI Outbound Strategy: Spearheaded the GTM and outbound marketing for a net-new AI channel, delivering personalized health insights that seamlessly escalate users to live clinical providers; bridged the gap between AI-driven engagement and real-world care access.Pivoted Lifecycle & Channel Strategy: Overhauled outbound channel architecture (Push, Email, SMS), driving a 4x increase in new customer acquisition through advanced personalization and rigorous experimentation.Scalable GTM & B2B2C Growth: Led positioning and execution for new product initiatives, including a B2B2C medical office campaign that delivered a 78% increase in Pharmacy customer acquisition.AI-Driven Segmentation: Implemented predictive modeling and behavioral segmentation to optimize lifecycle journeys, significantly improving retention and campaign ROI across B2C and B2B2C audiences.0→1 Channel Innovation: Built and scaled net-new marketing channels from inception to core performance drivers, focusing on high-intent customer acquisition and long-term product adoption.Data-Driven Positioning: Synthesized user research and deep behavioral analytics to refine product messaging, ensuring high-resonance for tech-enabled healthcare solutions.

Education

• Marmara University

  BS, Industrial Engineering

  2003 — 2008

• INSEAD

  Certification, Strategic Leadership Programme

  2016 — 2016

Skills

• Gsm
• Product Management
• Offer Management
• Marketing Management
• Sales
• Vas
• Mobile Marketing
• Product Lifecycle Management
• Management
• Marketing
• Presentations
• Telecommunications Marketing
• Product Marketing
• Sales Presentations
• Marketing Strategy
• Product Development
• Mobile Communications