Evgeniya Panova
Senior Product Marketing Manager @Productsup
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WORK HISTORY
Senior Product Marketing Manager @Productsup
Productsup is the leading enterprise feed management and syndication platform, empowering businesses to optimize product experiences across all touchpoints. It powers the entire product content journey, from onboarding supplier data to distributing optimized content across more than 2,500 channels, including social media, marketplaces, retailer and distributor sites, comparison platforms, and data pools.
EDUCATION
Brandenburgische Technische Universität Cottbus-Senftenberg
Master's degree, World Heritage Studies
Le Wagon
Growth Marketing, Marketing
Stratoplan Management School
Team leadership
ABOUT EVGENIYA PANOVA
I am a Product Marketing Manager and Marketing Lead with 8 years of experience in B2B SaaS, specialising in go-to-market strategy, product positioning, and sales enablement for complex products in regulated industries (finance, healthcare, data privacy, AI). Proven track record of building demand through benefit-led positioning and messaging, ICP-focused content, and full-funnel GTM campaign ownership in close collaboration with Product, Sales, and Customer teams. My expertise spans Product Marketing, Content Strategy, Demand Generation, and Go-to-Market execution, helping companies translate technical capabilities into clear value stories that accelerate adoption and revenue. Key achievements: Drove 175% YoY pipeline growth by building persona-focused content programs and SEO-optimized lead magnets tailored to enterprise buyers in regulated industries. Delivered a 10x increase in organic traffic and 2x growth in sales-accepted leads (SQLs) through multi-channel content initiatives (website revamp, SEO-driven industry pages, blogs, webinars, reports), directly contributing to Fortune 500 enterprise wins. Built and led a 5-person content team, streamlining workflows and increasing output by 40% without expanding headcount. Executed end-to-end GTM campaigns for B2B client events, achieving 80% attendance through full-funnel outreach and targeted communications.Core expertise: Product Marketing: positioning, messaging, competitive analysis, GTM launches Content Marketing: thought leadership, case studies, whitepapers, SEO, editorial calendars Demand Generation: multi-channel campaigns, lead magnets, funnel optimization, SQL pipeline growth Analytics & Optimization: KPI frameworks, A/B testing, performance dashboards Cross-functional leadership: aligning Sales, Product, and Marketing; Building processes and structure in early-stage environments.What drives me:I’m motivated by building marketing functions that deliver measurable business outcomes - pipeline, adoption, and revenue. I enjoy tackling complex challenges, working with ambitious teams, and turning demanding goals into results.
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