Tom Kershaw
Product Marketing Manager @Bullhorn
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WORK HISTORY
Product Marketing Manager @Bullhorn
Plymouth, GB
Responsible for shaping the global product narrative and strategic go-to-market approach for Bullhorn’s Front Office platform and Analytics product ($17.5M+ in annual new sales). Partner with Product, Sales and executive teams to define differentiated positioning, regional value propositions, and scalable growth strategies. Lead initiatives to unify Bullhorn’s customer voice and competitive intelligence, inform product packaging and pricing, and drive cross-sell/upsell program success across North America, EMEA, and APAC. Focused on sales and marketing alignment, and creating a consistent vision for customer value realisation.
EDUCATION
Middlesex University
PGCert (Education) in Work Based Learning Studies, Secondary Education and Teaching
UCL
Doctor of Philosophy - PhD, Molecular Cell Biology
University of Cambridge
Master of Arts - MA, Natural Sciences (Biochemistry)
ABOUT TOM KERSHAW
I am a senior B2B product marketing manager with extensive experience developing strategic product narratives, driving market differentiation and enabling sales success across SaaS platforms. At Bullhorn, I lead global product marketing initiatives for the Front Office platform and Analytics suite, with responsibility for competitive positioning, packaging and pricing strategy, and accelerating growth in North America, EMEA and APAC. I have a track record of shaping go-to-market plans, aligning cross-functional teams, and building scalable initiatives that capture customer value. I am passionate about guiding products from vision to market impact and enabling high-performing teams with actionable insights.My secret sauce?As a former research scientist and teacher, I\'m a natural translator – turning deep market and customer insights (plus plenty of technical detail) into compelling narratives that resonate both in the market and across internal teams. My background in commercial teams and software development means I understand all sides of the go-to-market equation, and my leadership experience helps me unite stakeholders to deliver meaningful results.I thrive on shaping the big-picture market story, defining value propositions for our customers, and equipping teams to bring innovative solutions to life – all focused on driving growth and scaling customer impact.Core beliefsI\'m a devoted follower of April Dunford (aren\'t we all?) and firmly believe that effective product positioning underpins all downstream marketing and sales activities. I never skip positioning day!PassionsClear and effective messaging: As Morgan Housel said,\"Morgan Freeman can narrate a grocery list and bring people to tears, while an inarticulate scientist might cure disease and go unnoticed.\" I strive to be the articulate scientist.Why people come to meI\'m relentless in staying ahead of market and customer trends, and I speak the language of our buyers. Whether it\'s framing a long-term acquisition strategy, devising packaging and pricing, or crafting a 30-second product pitch for an industry event, I\'m the go-to for shaping and telling differentiated product stories that move the needle.
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