Maxine Kroll

About Maxine Kroll

With 15 years across SaaS, fintech, and health & wellness, I’ve led teams, shaped product narratives, and built impactful marketing and product marketing functions in private equity–backed companies, mid-market enterprises, and early-stage startups—both in-house and as a consultant.My experience spans product marketing, GTM strategy, sales enablement, brand development, customer insight programs, competitive analysis, and cross-functional leadership. I’ve led teams of up to 35 (including management layers), managed multimillion-dollar budgets, and served as a strategic partner to executive teams.Industries served:• B2B SaaS (including specialized, regulated, and compliance-driven platforms)• Fintech & financial services• Health & wellness (medical-grade, digital health, subscription care)Experience includes:• Leading and developing diverse teams, including manager-level leadership• Managing multimillion-dollar budgets across product marketing, brand, and GTM programs• Consulting for early- and growth-stage SaaS companies on positioning and GTM foundations• Operating successfully in private equity, corporate, and startup environments• Partnering with enterprise organizations (Intel, Nike, Microsoft, Salesforce) on strategic programs• Driving high-priority strategic initiatives requiring clarity, structure, and alignment• Building and operationalizing customer insight programs (interviews, surveys, VOC synthesis)• Creating scalable enablement libraries, competitive resources, and launch frameworks• Leading internal and external communications and supporting cohesive brand alignment• Collaborating closely with Product, Sales, Implementation, and executive stakeholdersWhere I drive the most impact:• Clarifying product stories and aligning teams around a shared narrative• Turning customer and market insights into actionable direction• Developing GTM plans and foundational product marketing structures• Strengthening cross-functional alignment and consistent execution• Bringing structure, clarity, and momentum to evolving or ambiguous environments

Experience

1. Director of Product Marketing

   Hh2

   Apr 2024 — Present

   Lead product marketing for hh2’s full platform of construction AP and HR workflow solutions, overseeing go-to-market strategy, sales enablement, competitive analysis, customer insights, digital brand presence, and cross-functional alignment across internal teams. Key areas of impact:• Go-to-market leadership: Built hh2’s first end-to-end GTM framework, including positioning, messaging, launch processes, and core product narratives. Use it to guide major releases and introduce a new platform into a new construction tech market segment.• Sales enablement: Provide Sales with clear narratives, executive-ready decks, competitive insights, objection handling, and buyer-focused messaging that strengthen engagement and improve deal velocity.• Competitive & market intelligence: Lead ongoing research, competitive analysis, and customer insight programs (interviews, surveys, feedback synthesis) that inform roadmap planning, product decisions, and market strategy.• ELT strategic initiatives: Structure and lead high-priority leadership projects by creating project outlines, organizing workflows, coordinating stakeholders, and managing week-over-week execution. Step in when initiatives need clarity, alignment, or consistent progress.• Operational communications: Lead internal and customer-facing release communications, aligning Product, Engineering, Sales, and Implementation. Support roadmap clarity, customer impact reviews, and coordinated go-live planning.• Digital brand presence: Guide hh2’s digital brand strategy, including website architecture, content direction, review-site positioning, and cohesive buyer-facing messaging. Own development of core brand assets like value propositions and positioning frameworks.• Cross-functional alignment: Bring structure to ambiguity, connect teams, and ensure consistency in how hh2 communicates product value across the customer journey.

Education

• George Fox University

  Management & Organizational Leadership

  2017 — 2018

• University of Oregon

  Anthropology

  2006 — 2010

• Oregon State University

  Digital Marketing Certificate

  2020 — 2021