I'm a T-shaped PMM who learned everything by shipping — not by building strategy decks or briefs.

What the product really was: AI note-taking became table stakes, but most users still mostly used Tactiq to transcribe. Our goal was to increase adoption across revenue-driving features — AI prompts, workflow automation, and real-time AI summaries. The real product was depth of context, a meeting knowledge base, and fully-compliant automation that routed meeting context to every tool/team/platform — with security, legal, and regulatory requirements met. The notetaker was the entry point.

• Built the enterprise sales GTM from scratch Started with the ICP and synthesized sales calls and product interviews for messaging insights — which led to the sales enablement that helped the team close $1M+ in the first 12 months after the sales program launched.
• Built enterprise email automations to capture behavior Enterprise-contract users behave differently from PLG users. I built automations to gather behavioral data on those accounts and optimized their journey and comms accordingly.
• Found the crossing point and built the lifecycle for it Most users only used transcriptions — but deeper-usage users converted to paid at the highest rate. I focused post-launch lifecycle on moving surface users into that deeper value.
• Owned GTM execution for launches Changelog, newsletters, enablement, launch assets — including two #5 Product Hunt launches.
• Partnered with Product & Engineering Integration narratives and the trust/compliance model (meeting-data privacy, legal/regulatory) — refining how AI-driven workflows were presented across in-product and external surfaces.

What the product really was: not an AI upsell app — a brand-and-distribution play in the most competitive niche on the Shopify App Store. 700+ upsell apps meant merchants didn't compare feature lists; they picked the one that felt right and ranked high. AI was the wedge; brand and outcome-first messaging were the moat. Page 1 wasn't a feature win, it was a positioning and growth-motion win.

• Built the first AI upsell app on Shopify Before AI was a thing — the wedge into a 700-app niche where everyone else was selling the same feature set.
• Bet on brand and outcome-first messaging The Shopify ecosystem didn't reward capability-led marketing, so we led with the outcome — more revenue per order — and built a brand that felt like a consumer product, not a utility.
• Owned the launch end-to-end Positioning, messaging, and the initial launch. I shared the brand with the founder.
• Ran the growth motion Paid ads, influencer marketing, and partnership management as the main growth channels — driving us to page 1 and the fastest growth in the niche.
• Why it ended $10K MRR couldn't sustain the inherited 10-person dev team from Checkout X, so the product was acquired rather than run into the ground.

What it developed in me: a more aggressive, competitive marketer. Vanga also continued my growth as a T-shaped one — no team to delegate anything to, so I did it all myself.

What the product really was: an untapped niche on Shopify — SMS marketing before it was crowded. The win wasn't a feature; it was spotting the open lane and moving fast enough to own #1 before competitors arrived. Everything I built — content, launches, the trust surfaces — was in service of grabbing that lane and holding it.

• Joined as the first marketing hire A general startup marketer — content, demand gen, and growth initiatives. No team to delegate to; I ran the whole marketing surface myself.
• Found and moved on an untapped niche SMS marketing on Shopify was an open opportunity. We moved fast to claim #1 before the niche crowded.
• Built the content + demand engine Newsletter, changelogs, product content, video guides, social — the surfaces that built merchant trust at scale and fed the land-grab.
• Shipped product launches end-to-end From changelog to newsletter to launch content — the full release motion, owned.
• Scaled to 28,000+ merchants in 1.5 years Which made SMSBump the acquisition target for Yotpo — the biggest exit deal in Bulgarian software history.