GTM Strategy & Operations Leadership

Liz
Collins

I bring people together and make strategy real.
18+ years driving measurable GTM outcomes across marketing, product, engineering, enablement, channel, and customer success, in fast-paced, AI-forward environments.

$2.5M+ ARR Per Launch
$3.8M Pipeline Per Launch
15K Partners Activated
18+ Yrs Experience
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About

I have a rare ability to build things that work. Not just on paper, but in practice. I bring the right people together, close the gaps, and create the conditions for teams to deliver outcomes they didn't think were possible.

Whether I'm launching an AI product, designing a global event, or rebuilding how a team operates, I bring both the strategic vision and the operational rigor to see it through.

Based in
Newton, MA
Available for remote & hybrid roles
Experience Depth
Strategy & Operations · Program Management · Product Marketing · Storytelling
Education
MBA, Brandeis University
BA International Relations, Suffolk University
Core Competencies

What I do exceptionally well

GTM Strategy & Execution

Defining and operationalizing go-to-market strategies for AI products from positioning and messaging to launch execution and revenue impact.

Cross-Functional Leadership

Aligning and mobilizing global teams across Product, Engineering, Sales, and Marketing around a unified strategy and shared goals.

Program & Ops Management

Building the operational infrastructure that turns strategy into repeatable execution through roadmaps, frameworks, workflows, and accountability systems.

Storytelling & Content

Crafting compelling narratives that translate complex strategies and product value into clear, resonant stories across campaigns, launches, and executive communications.

Team Building & Mentorship

Identifying strengths, creating conditions for people to do their best work, and building cultures of accountability and continuous improvement.

AI-Powered Innovation

Integrating AI tools across marketing, operations, and content workflows to accelerate execution, improve decision-making, and go further than traditional approaches allow.

Event Strategy & Production

End-to-end ownership of flagship events, Customer Advisory Boards, and Sales Kickoffs from strategy to content to on-site execution.

Sales Enablement

Building enablement programs that actually stick across sales plays, competitive positioning, training, and messaging tested against real field feedback.

Career

Every role, a chapter

Freshworks

Modern, AI-powered customer and employee-service software solutions.

Director, Product Marketing Strategy & Operations · 2025 – 2026
  • Architected and executed the annual product marketing team strategy, defining goals, OKRs, and operational plans, ensuring full alignment with company targets and measurable results against plan.
  • Built, led, and mentored a high-performing product marketing team, establishing clear roles, development goals, and a collaborative culture focused on accountability and results.
  • Owned end-to-end launch strategy and operations for all AI product launches, orchestrating cross-functional teams across Product, Engineering, Sales, and Marketing to deliver seamless, high-impact go-to-market execution.
  • Revamped company-wide messaging architecture and storytelling, leading the creation of custom LLMs for the entire marketing organization to test and validate narrative consistency, positioning, and brand voice at scale.
  • Leveraged AI tools extensively to accelerate content creation, storytelling, strategic planning, and event asset production, building scalable, repeatable workflows that increased team efficiency.
AI Product Launches OKR Strategy Team Leadership Custom LLMs Event Strategy
Senior Manager, Product Marketing Programs & Operations · 2022 – 2025
  • Directed global cross-functional teams, including Product Marketing, Product Management, Engineering, Sales Enablement, Brand, and Demand Generation, to execute AI product launches and strategic GTM initiatives.
  • Defined and drove AI-focused GTM launch strategies, leveraging data-driven insights to increase customer retention, adoption, and revenue growth, resulting in a $2.5M ARR increase per launch.
  • Spearheaded large-scale customer journey transformation programs, leveraging cross-functional partnerships to boost customer loyalty, usage, and business growth.
  • Led end-to-end storytelling strategy and content production for flagship events Refresh and Virtual Summit, from narrative ideation to delivery, driving record-setting registration and attendance performance.
  • Managed end-to-end planning and execution for flagship customer marketing events, Customer Advisory Boards, and Sales Kickoffs.
  • Partnered with Sales Enablement to build comprehensive enablement programs for all AI products, including sales plays, training materials, and competitive positioning, continuously iterating based on field feedback.
GoTo

Flexible-work software for unified communications, collaboration, and IT management.

Senior Manager, Channel Content & Communications
  • Led a comprehensive brand transformation initiative for 15,000 partners across 10 countries, aligning global teams and empowering partners to act as brand ambassadors.
  • Managed the monthly delivery of 20+ creative projects and campaigns, ensuring brand storytelling consistency, alignment, and goal achievement across all channels.
  • Developed and executed a comprehensive storytelling and content strategy that increased partner engagement across all communication channels.
  • Established 6 strategic playbooks for recurring partner interactions, optimizing campaign activation and communication effectiveness.
  • Enhanced partner experience across 3 core product lines through strategic messaging, positioning, and education initiatives.
Global Partner Programs Brand Transformation Channel Strategy Content Strategy
Akamai Technologies

Leading cloud computing, security, and content delivery services for global enterprises.

Manager, Program Management — Global Services
  • Built and monetized Akamai's live-streaming events practice — scaling to 200+ annual events with reduced incidents and improved customer satisfaction.
  • Reengineered product launch process into a streamlined, repeatable model — reducing time-to-market and improving cross-functional collaboration.
  • Created and executed quarterly roadmaps accelerating service launches and improving team dynamics.
  • Built a communication framework ensuring C-suite alignment on program updates, risks, and wins.
Program Management Events Practice Process Design C-Suite Communication
IBM

Global technology and consulting company.

Content Design Manager → Content Development Lead → Content Developer · 2011 – 2017
  • Progressed through three roles of increasing responsibility within IBM's content and design organization.
  • Designed and produced a broad range of content assets including web content, user documentation, technical guides, and marketing collateral aligned to product launches and campaigns.
  • Developed comprehensive training programs and learning materials — including instructional videos, e-learning modules, and facilitator guides — enabling teams and customers to adopt new products and processes effectively.
  • Led teams of volunteers as Service Leader at VA Hospital, recognized with group and individual awards.
  • Selected for IBM's Corporate Service Corps — delivered solutions for West Rand District Municipality government.
Content Strategy Team Leadership Community Service
Cheshire Software

Software company.

Strategy & Operations Manager · 2007 – 2011
  • Managed strategy and operations across the organization, building foundational skills in operational execution and cross-functional coordination.
Strategy Operations
Capabilities

AI isn't a buzzword.
It's how I work.

Deep, practical experience using AI across content, strategy, operations, and development — not as a novelty, but as a core part of how I build and execute.

Claude / Anthropic ChatGPT / OpenAI Gemini Airtable Notion AI GammaNotebookLM
Content & Messaging

Leveraged AI to produce high-quality marketing content, sales collateral, and event assets at scale, maintaining brand consistency while dramatically reducing production time.

Custom LLM Development

Built custom LLMs for the entire marketing organization to test and refine messaging, enabling data-informed decisions about positioning and brand voice.

Planning & Operations

Used AI to build project plans, track execution against goals, and surface actionable insights for leadership reporting.

Launch Workflows

Created AI-assisted, repeatable workflow frameworks for product launches, enabling consistent execution and faster time-to-market across teams.

Presentations

Used AI to produce executive-ready slide decks and presentations, synthesizing complex strategies into clear, compelling narratives.

Web Development

Used AI-assisted development tools to build and iterate on web experiences, expanding technical capabilities beyond traditional marketing functions.

Data Analysis & Decision-Making

Leveraged AI to analyze campaign and market data, surfacing insights that informed strategy, resource allocation, and executive decision-making.

Research & Best Practices

Applied AI to continuously benchmark industry best practices and identify improvement opportunities across GTM functions.

Education
Master of Business Administration
International Business
Brandeis University
Bachelor of Arts
International Relations
Suffolk University
Recent Certifications
Generative AI for Executives and Business Leaders
IBM / Coursera
Google AI Essentials
Google / Coursera
HubSpot AI for Marketing
HubSpot Academy

Ready to build
something great?

Whether you need a strategic GTM leader, a launch operator, or an AI-forward program executive — let's talk.

Get In Touch