Alexa Forigo
Toronto,ON
Summary
Product Marketing professional with a strong record of driving revenue and customer adoption in startup SaaS environments. Expertise in AI strategy, market strategy, and business intelligence, complemented by skills in full-stack SaaS sales and partnership management. Demonstrated ability to enhance product engagement and revenue through data-driven strategies and customer-focused messaging. Experience spans healthcare software, Point of Sale systems, and e-commerce platforms.
Overview
5
5
years of professional experience
1
1
Certification
Work History
Product Marketing Manager
AlayaCare
07.2025 - Current
- Rebuilt the company's go-to-market (GTM) launch framework, establishing a scalable, data-driven process for product releases across multiple verticals.
- Led the successful launch, messaging and positioning of AlayaFlow, AlayaCare's flagship AI assistant, driving adoption through clear value messaging and cross-functional enablement leading to over a million in revenue in the first three months.
- Developed a new product tiering and segmentation model, improving clarity of offerings and enabling better pricing, packaging, and sales alignment.
- Created the company's core persona framework, integrating market insights to inform messaging, sales plays, and content strategy across departments.
- Managed all product domains for Triannual releases, creating messaging, go-to-market motions, change management as needed, Customer Education coordination, and sales training in the healthcare sector. Average product adoption rate of 50-70% in the first 30 days.
Product Marketing Manager
Quorum
09.2024 - 07.2025
- Presided over the midstream and measurement enterprise segment executing on GTM strategy, copy for campaigns and other collateral, and other positioning as needed.
- Led the creation and execution of content strategies, including case studies, whitepapers, and blog posts, to drive inbound lead generation and support product launches.
- Worked cross-functionally with product, sales, solutions engineers, and sales enablement, to develop customer facing materials and roadmap strategy.
- Visited 10+ customers a month to gather product feedback, both for enhancements to the product and positive feedback for upcoming campaigns, testimonials, and case studies.
- Developed, designed, wrote, researched, and executed the competitive intelligence program for my product segment.
Product Marketing Manager - Core Products
Dutchie
02.2023 - 09.2024
- Reported to the Director of Product Marketing to develop product positioning for key Dutchie markets.
- Developed and executed go-to-market strategies, leading to a 67% increase in product adoption within the first quarter of launch for multiple core product releases.
- Developed product marketing briefs detailing specific product positioning, buyer personas, and GTM strategy.
- Worked cross-functionally with the product and sales team to align product needs per market.
- Lead workshops with both customer-facing and development teams to understand specific positioning of new product offerings with specific needs per market.
- Created the competitive intelligence program from the ground up and presented monthly to sales and customer success teams during enablement sessions, as well as developed battle cards and profiles.
- Traveled across the United States and Canada bi-monthly to gather customer feedback on POS and e-commerce products to be distilled into thorough reports for cross-functional teams.
Account Executive - New Markets
Dutchie
03.2022 - 02.2023
- Consistently exceeded quota month-over-month by 120%.
- Demoed full-stack tech solutions for multi-location retailers starting from the Dutchie e-commerce platform and point-of-sale system to the integrated payments solutions system.
- Held meetings with government regulatory boards including the AGCO, AGLC, LGCA, and government of British Columbia to improve compliance within software.
- Collaborated across multiple departments to streamline product and design expectations to further improve sales targets and product expectations to customers.
- Attended multiple conventions such as Lift & Co, Hall of Flowers, and the RCCO to speak and offer insight into the unique Canadian retail experience.
Account Executive
Communo
06.2021 - 03.2022
- Worked directly with the CRO to develop nationwide sales strategies to win business.
- Lead demos of the product to inquiring creative partners, walking through the platform and product offerings.
- Consistently exceeded quota month-over-month, by 180%.
- Conducted outreach to prospects through email, phone, and text with over 100 touch points per day.
- Worked with recruiters to ensure customer needs are met and projects stayed on track.
- Conducted monthly mixers with prospects to demo the product and network.
- Designed and maintained Instagram accounts for Communo, with weekly content.
- Developed and maintained competitive intelligence that was shared with cross-functional teams.
Education
Bachelor of Arts - History
University of Calgary
Calgary06-2019
Skills
- Go-to-market strategy
- Product positioning
- Competitive analysis
- Pricing strategy
- AI tools
- Presentation skills
Certification
HubSpot Academy, Content Marketing Certification, Inbound Marketing Certification
Timeline
Product Marketing Manager
AlayaCare
07.2025 - Current
Product Marketing Manager
Quorum
09.2024 - 07.2025
Product Marketing Manager - Core Products
Dutchie
02.2023 - 09.2024
Account Executive - New Markets
Dutchie
03.2022 - 02.2023
Account Executive
Communo
06.2021 - 03.2022
Bachelor of Arts - History
University of Calgary