Sara Small
Vaughan
Summary
Strategic and creative product marketing leader with over a decade of experience spanning product launches, go-to-market strategy, sales enablement, and cross-functional leadership. Skilled at translating technology solutions into compelling customer stories, building positioning and messaging frameworks, and driving measurable revenue growth. Recognized for influencing product strategy through market and competitive intelligence, and for delivering impactful enablement and campaigns that accelerate adoption in B2B environments.
Overview
17
17
years of professional experience
Work History
Senior Product Marketing Manager
KUBRA (A Hearst Company)
Mississauga
01.2019 - Current
- Lead the go-to-market strategy for a portfolio of billing and payment solutions, influencing the roadmap and adoption in a competitive B2B SaaS market.
- Defined target audiences, buyer personas, and segmentation strategies that guided messaging and increased marketing-qualified leads by 25% year over year.
- Partnered with Product Management to conduct usability testing and market research, directly shaping features that improved customer adoption and satisfaction.
- Built positioning and messaging frameworks, contributing to sales win rates by 15% against competitors.
- Designed and launched integrated campaigns (webinars, digital, content, events), influencing a $30M+ pipeline annually.
- Regularly developed and supported executive presentations, industry webinars, and trade show product demos for customers, prospects, and leadership stakeholders.
- Consulted with clients on how to improve product adoption, customer communications, and web navigation, and helped refine their end-customer marketing plans.
- Collaborated with cross-functional teams to launch innovative product offerings effectively.
- Conducted market research to identify customer needs and industry trends consistently.
- Created compelling marketing collateral to support sales and enhance product visibility.
- Analyzed competitive landscape to create differentiated product positioning in the marketplace.
Product Marketing Manager
KUBRA
Mississauga
06.2016 - 01.2019
- Executed GTM and lifecycle strategies for billing, payments, and customer communication solutions.
- Supported multiple product launches end-to-end, from market research to positioning, messaging, and sales enablement deliverables.
- Created sales playbooks, training content, and demos that improved product uptake, and shortened onboarding timelines.
- Analyzed product performance metrics (sales, adoption, pricing, forecasts) to refine strategy and increase customer retention.
- Served as a trusted advisor to product development leads and senior executives on market trends, competitor insights, and opportunities for innovation.
- Conducted market research to identify customer needs and trends.
- Collaborated with cross-functional teams to create marketing strategies.
- Managed product launches by coordinating timelines and resources.
- Crafted compelling content for marketing collateral and digital platforms.
- Monitored industry trends to adapt marketing strategies accordingly.
Marketing Analyst
KUBRA
Mississauga
06.2015 - 06.2016
- Led the creation and execution of marketing programs that increased e-bill and e-payment adoption.
- Developed engaging copy and design elements for adoption marketing campaigns.
- Consulted with clients and agencies on the development of creative deliverables.
- Manage complex, multi-channel campaigns to drive product adoption.
- Researched and developed new and creative adoption marketing strategies.
Marketing Assistant → Content & Web Marketing Roles
InCom Real Estate Web & e-Marketing Solutions / SEO 5 Consulting / Small Business Finance Centre
01.2010 - 06.2015
- Created SEO-optimized web content, blogs, and newsletters driving measurable traffic and engagement.
- Delivered product webinars and in-office training for real estate clients, improving adoption of digital marketing tools.
- Represented company at trade shows across Canada and the U.S., building client relationships and increasing customer retention.
- Developed print/digital creative materials and collaborated with sales to deliver impactful presentations.
Editorial & Design Internships
Viva Magazine / Copyrite Printing
01.2009 - 01.2010
- Edited articles for grammar, clarity, and adherence to publication standards.
- Participated in brainstorming sessions to generate innovative content ideas.
- Edited and proofread promotional materials for clarity and accuracy.
- Composed copy for advertisements and promotional campaigns.
Education
Certified Product Marketing Manager (CPMM) -
The Association of International Product Marketing And Management (AIPMM)
Diploma - Creative Advertising
Seneca College
Certificate - General Arts & Science
Seneca College
Skills
- Go-to-market (GTM) strategy and product launches
- Product positioning, messaging, and value propositions
- Competitive and market intelligence
- Sales enablement and asset development
- Customer segmentation and personas
- Multi-channel campaign development
- Multi-format content strategy and demand generation
- Thought leadership campaigns
- Creative storytelling and narrative design
Tools And Platforms
- Monday.com
- Salesforce
- HubSpot
- Google Analytics
- Google Workspace
- Adobe Creative Suite
- MS Office Suite
- Competitive Intelligence Platforms
- Webinar & Virtual Event Tools
- OpenAI
Timeline
Senior Product Marketing Manager
KUBRA (A Hearst Company)
01.2019 - Current
Product Marketing Manager
KUBRA
06.2016 - 01.2019
Marketing Analyst
KUBRA
06.2015 - 06.2016
Marketing Assistant → Content & Web Marketing Roles
InCom Real Estate Web & e-Marketing Solutions / SEO 5 Consulting / Small Business Finance Centre
01.2010 - 06.2015
Editorial & Design Internships
Viva Magazine / Copyrite Printing
01.2009 - 01.2010
Certified Product Marketing Manager (CPMM) -
The Association of International Product Marketing And Management (AIPMM)
Diploma - Creative Advertising
Seneca College
Certificate - General Arts & Science
Seneca College