Justin Shelby

About Justin Shelby

I specialize in positioning, go-to-market strategy, and sales enablement for high-growth AI, SaaS, and AdTech companies. With deep expertise in programmatic advertising, audience intelligence, and marketing data platforms, I bring a vertical-specific edge to enterprise SaaS GTM, where technical complexity, long sales cycles, and data-driven buyers demand more than generic playbooks. With 15+ years of experience, I\'ve built and scaled product marketing functions, aligned cross-functional teams, and crafted compelling narratives that drive adoption, differentiation, and revenue growth. My background spans the full AdTech and media technology stack, from supply-side platforms and identity infrastructure to AI-driven data solutions and audience activation, giving me the technical fluency and commercial instincts to market complex products effectively. My expertise lies in bridging complex technology with market needs, equipping sales teams with high-impact enablement strategies, and developing customer-centric messaging that influences industry direction. Increasingly, my work sits at the intersection of AI and product marketing. I leverage AI workflow automation across the full GTM lifecycle, working hands-on with tools like Claude (Anthropic), ChatGPT (OpenAI), Gemini, and others to accelerate research, sharpen messaging, and build smarter enablement systems. I thrive in fast-paced, high-growth environments, where I bring a data-driven, execution-focused approach to delivering measurable outcomes. Key Focus Areas: Product Definition, Prioritization & Launch Execution Market Analysis & Competitive Strategy Positioning & Messaging Go-to-Market Strategy & Execution Sales Enablement & Adoption Growth Programmatic Advertising & AdTech GTM AI Workflow Automation & GTM Productivity Personal Website: When I\'m not driving GTM strategy, you\'ll find me surfing at first light. Check out my surf videos here:

Experience

1. Senior Director Product Marketing

   Predactiv

   Jun 2025 — Present

   Leading product marketing for Predactiv\'s AI-powered data platform, with full ownership of positioning, GTM strategy, and market narrative as the company scales into enterprise and programmatic markets- Defining platform positioning and messaging architecture for an AI-native data and audience intelligence platform, translating complex capabilities including AI agents, predictive modeling, lookalike modeling, and identity integration into clear commercial value for advertisers, agencies, and data partners- Partnering with executive leadership on strategic narrative development, corporate positioning, and high-stakes communications including investor briefings and industry panels- Driving go-to-market execution across product launches, sales enablement, and competitive strategy, equipping revenue teams to sell highly complex AI-driven solutions with confidence and velocity- Collaborating cross-functionally with Product, UX, and Sales to align roadmap prioritization with market demand, user experience, and revenue objectives.

Education

• EMLV - École de Management Léonard de Vinci

  Bachelor's degree, Global Marketing, International trade & development

  2004 — 2008

• ISCOM

  Master's Degree, Corporate Branding and Innovation Management

  2011 — 2012

Skills

• Sem
• Product Marketing
• Social Media Marketing
• Html
• Digital Media
• Blogging
• Web Analytics
• Adexchange
• Web Marketing
• Marketing
• Programmatic
• Rtb
• Cms
• Agile Project Management
• Google Adwords Professional
• Digital Marketing
• Marketing Strategy
• Digital Strategy
• Web Development
• SEO
• Online Marketing
• Agile Environment
• Team Mentoring
• Web Project Management
• Go-to-Market Strategy
• Community Management
• Programmatic Mobile
• Online Advertising
• Demand Side Platform
• Mobile Marketing