Product Marketing · Austin, TX

Positioning that earns attention. Systems that turn it into pipeline.

I'm Ryan Haecker, a product marketing and demand generation leader. I've built demand engines at enterprise scale and stood up product marketing from zero, so I bring both sides of go-to-market to whatever role I take on. At Nokia I drove $100M+ in annual influenced pipeline for the business groups I supported, directing the agencies and channel teams who ran the plan. At Colibri Group I built a $15M brand's product marketing function from the ground up and grew its revenue in a shrinking market.

Start a conversation See the work

$100M+

Annual marketing-influenced pipeline for the business groups I supported at Nokia

10%

YoY web revenue growth in a declining industry

20%

Conversion lift from a structured CRO & testing program

12+

Years across enterprise B2B and consumer marketing

About

Positioning and demand generation usually sit with different people. I've done both, in separate roles across twelve years, and I bring that full-funnel fluency to whatever role I'm in. Put me in product marketing and I know how the pipeline downstream gets built. Put me on demand generation and I can pressure-test the positioning before a dollar goes behind it.

At Nokia I owned demand generation for the business groups I supported, directing agencies and internal channel teams against a $100M+ influenced-pipeline number I answered for. At Colibri Group I built my brand's product marketing function from the ground up: playbooks, launch operations, and the cross-functional muscle that keeps Product, Sales, and Customer Success working one plan. The roles were separate. What I learned on each one sharpened the other.

Selected Work

The work behind the numbers.

Three builds: a product marketing function started from nothing, an enterprise pipeline engine, and AI running inside a live customer journey.

Colibri Group

Sr. Product Marketing Manager

2024 – Present

A product marketing function built from zero, in a market headed the wrong direction.

Colibri hired me to build product marketing for a $15M professional education brand from the ground up. I set up the discipline itself: GTM playbooks, launch operations, and the alignment rituals that connect Product, Sales, and Customer Success, then aimed the whole function at market share.

10% YoY web revenue growth in a declining industry, from repositioning premium auto-renewing memberships and raising average order value
20% conversion-rate improvement from a structured CRO program: A/B tests on layouts and product naming in Optimizely, read through Power BI and Matomo
Exclusive marketing rights to a mandatory appraisal training course, won through a high-stakes RFP that expanded the brand's addressable revenue

Nokia

Demand Generation Manager

2018 – 2024

A $100M+ pipeline number, run through the agencies and channel teams I directed.

Nokia handed me the full funnel for the enterprise B2B business groups I supported: paid media, SEO, email, and content. I set the strategy and directed the agencies, creative partners, and internal channel teams who ran it. I reported pipeline as influenced (MIO) alongside marketing-generated (MGO), broken out by business group.

$100M+ in marketing-influenced pipeline (MIO) each year across the business groups I supported, through integrated, full-funnel demand generation
50% email database growth at one-fifth the typical cost per contact, by retargeting unengaged contacts with first-party-data SEM, display, and social
40K clicks and 100K earned impressions in six months from a LinkedIn employee advocacy program that cost nothing in media
15% off rate-card costs negotiated across agency, publication, and vendor contracts, with output intact

AI in Practice

Colibri Group

2024 – Present

AI shipped into the student experience, with revenue riding on it.

I took AI from roadmap slide to production: a chatbot that advises students before they buy, and a tutor that works alongside them inside the course. Both carry retention and revenue weight today.

Purchase-advising chatbot that steers prospective students to the right course and cuts pre-sale support load
In-course AI tutor that improves student outcomes at scale while lowering cost to serve
Zinrelo loyalty program that rewards coursework completion and engagement, built to cut churn and grow lifetime value

Career

Twelve years, five companies.

2024 — NowColibri Group · Senior Product Marketing Manager (PMM 2024–26)Austin, TX
2024Sony · Lifecycle Marketing ManagerDallas, TX
2018 — 2024Nokia · Demand Generation ManagerDallas, TX
2017 — 2018Spectrum Reach · Account PlannerAustin, TX
2014 — 2017Beneplace · Digital Marketing ManagerAustin, TX

Capabilities

From positioning to pipeline.

Positioning & GTM Strategy

Go-to-market strategy, product positioning, competitive intelligence, and launch operations, plus the cross-functional alignment that makes them stick across Product, Sales, and Customer Success.

Demand Generation

Full-funnel pipeline ownership: SEM, display, paid social, SEO, email, and content, integrated into campaigns that get measured on revenue.

Conversion & Analytics

CRO programs, A/B testing, funnel optimization, and pipeline reporting, grounded in Optimizely, Power BI, Matomo, and buyer-journey models built from real conversion data.

AI & Emerging Tech

AI-powered tool development and generative AI integration, shipped into production customer experiences: purchase advising, in-course tutoring, loyalty.

Toolbox Marketo · HubSpot · Salesforce · Google Analytics · Google Ads · Meta Ads · LinkedIn Ads · Optimizely · Power BI · Matomo · SEMrush · Klaviyo · Claude · Monday.com · ClickUp

Contact

Let's talk go-to-market.

I trade notes on positioning, demand generation, and AI in the funnel with people working the same problems. If you've got a hard go-to-market question, send it over.