Porfirio Landeros | Product Marketing Executive Resume
Contact
Website: https://porfir.io
Summary
Highly accomplished product marketing leader with two decades of experience specializing in consumer mobile, monetization, and product-led growth for platforms with massive scale (Instagram's 2B+ users). Proven expert in defining and executing PMM strategy that drives product adoption, engagement, and retention for a highly creative audience. Exceptional track record in establishing PMM functions, influencing C-suite strategy, and leading Go-to-Market (GTM) excellence across complex, multi-product portfolios. Deep expertise in subscription funnels and translating user insights into clear, differentiated positioning and messaging.
PROFESSIONAL EXPERIENCE
Product Marketing Consultant and Advisor (January 2024 - Present)
- Provide expert guidance on product strategy, customer-centric growth, and competitive analysis for B2B and B2C clients.
- Specialize in optimizing product planning, pricing, messaging/positioning, and Go-to-Market (GTM) execution to achieve measurable business KPIs.
Director of Product Marketing | 23andMe (April 2023 - October 2023)
Consumer Products: Premium Subscriptions and New Products
- Established the Product Marketing function from scratch, defining launch tiering, prioritization frameworks, and templating messaging matrixes to standardize GTM execution.
- Drove significant subscription growth and retention by identifying and defining opportunities for new bundles and offerings in partnership with Product Management, informed by deep market analysis.
Global Director of Consumer Product Marketing | Instagram (January 2021 - April 2023)
Instagram Communities: Platform Growth, Well-Being, Safety, and Equity (2+ Billion Users)
- Led the PMM team responsible for strategic initiatives impacting over 2 billion global users, demonstrating expertise in segmentation and messaging at extreme scale.
- Maximized high-profile launch impact by driving cross-functional alignment across Meta business units and external partners to ensure coordinated, high-reach GTM campaigns.
- Influenced C-suite strategy to mitigate risk and ensure age-appropriate user experiences.
Senior Director of Product Marketing | Mozilla Corporation (December 2015 - September 2020)
Firefox Applications and Services: Mobile, Desktop, and Premium Subscriptions (250M+ MAU)
- Positioning & GTM Excellence: Owned the full GTM strategy and execution for the Firefox product portfolio, translating fundamental technical changes into compelling market narratives (e.g., "Fast for Good").
- Monetization & PLG: Achieved a 2% freemium-to-paid conversion rate in 4 weeks on the Firefox Relay™ privacy suite market test by defining the acquisition strategy and optimizing in-product funnels.
- Product Adoption: Increased Daily Active Users (DAU) up to 10x for in-market features by prioritizing in-product integrations, demonstrating mastery of driving engagement and retention.
Director of Product Marketing | BitTorrent, Inc. (October 2011 - December 2015)
BitTorrent Media and Platforms (170M+ MAU)
- Creator Ecosystems: Led GTM, strategy, and customer acquisition for core product lines, driving monetization for a content-sharing and creator/fan exchange platform.
- Brand Narrative: Successfully changed platform perception from piracy to a creator/fan exchange through strategic positioning and the "Sell your art, not your soul" manifesto brand campaign.
Product Marketing Manager | DivX / Tivo (July 2007 - October 2011)
Consumer Applications and Portals: DivX Software and Developer Tools
- Increased developer adoption through community strategy, including the launch of a successful bounty program for public APIs and management of a technical web portal with SDKs.
- Directly relevant experience with technical tools and a prosumer audience.
EDUCATION
Bachelor of Science in Business Administration, High-Tech Management | Cal State San Marcos