Elise Musumano

About

Senior Product Marketing Leader and MBA with 10+ years of experience bridging the gap between product vision and customer-centric narratives. I scale platforms from 0→1 to over $100M in revenue impact by relentlessly aligning product value with market demand. By spearheading messaging and positioning to drive sustainable growth, I have expanded product portfolios, driven high-stakes initiatives like a $3B+ at-risk migration, and delivered massive user adoption for new product lines. I am a strategic partner known for building high-trust cross-functional bridges and constantly optimizing GTM strategies to turn innovation into consistent growth.

Experience

• Senior Product Marketing Manager, GTM Strategy & Monetization Lead · Square04-01-2025 –

  Food & Beverage PMM leading the following products, with SaaS & hardware expertise: - Square Handheld - Square KDS - Square Kiosk Role change due to Square-wide PMM re-org in April

• Senior Product Marketing Manager, FSRs · Square01-01-2025 – 04-01-2025

  Lead DRI on Full-Service Restaurant GTM Strategy - Spearheaded end-to-end, multi-disciplinary PMM strategy for full-service restaurants - Directed Food & Beverage strategy for software/hardware launch coming Q2

• Senior Product Marketing Manager, F&B Go-to-Market · Square09-01-2022 – 01-01-2025

  Led the GTM launch of two global product lines: Square Kiosk. Grew product adoption by 180x in the first 6 months - Square KDS (Kitchen Display System) on Android. Grew active seller count to 7.9K in under 2 years - Managed an operationally complex migration of thousands of KDS customers from iOS software/iPad to larger screens and new, exclusive features on Android

• Head Of Marketing · Bikky01-01-2021 – 01-01-2022

  Led marketing for a seed-stage restaurant tech company. Drove & managed all GTM initiatives. Built out the marketing function and established a sales <> marketing funnel; Repositioned the product from a CRM platform to a CDP platform, including new personas and messaging - Developed and drove demand generation strategy including webinars, content, and events

• Senior Manager, Product Marketing · BentoBox05-01-2021 – 09-01-2021

  - Managed a team of PMMs - Repositioned the platform with new messaging - Evaluated, selected, and implemented a new in-product marketing tool with product and engineering

• Senior Product Marketing Manager · BentoBox05-01-2020 – 05-01-2021

  - Led 15 GTM product releases across product naming, pricing/packaging, messaging/positioning, and strategy and execution for internal and customer-facing comms - Planned and executed a monthly Product <> Sales meeting as well as introducing and training new reps

• Product Marketing Manager · BentoBox04-01-2019 – 05-01-2020

  Founding PMM across all products: Website, Catering, Online Ordering, Event Management, Ticketing, Gift Cards, Payment Requests - Rolled out product tiering system with shared Product <> Marketing definitions of GTM requirements and levels of customer-facing communication - Activated 35 ongoing customer journey growth campaigns spanning adoption, engagement, retention and upsell/cross-sell strategy - Led 11 new case studies, 3 promotional videos, and 9 company webinars with average 300+ signup volume

• Product Marketing Manager · SEVENROOMS03-01-2018 – 04-01-2019

  Founding PMM on 4 person marketing team. Led GTM strategy, including pricing & packaging for net-new product (automated email marketing) - Revamped sales pitch deck with c-suite and educated reps - Owned competitive intelligence - Produced 30+ case studies, product guides, and playbooks

• Product Marketing Manager · Yesware10-01-2017 – 03-01-2018

  • Drove GTM strategy and messaging for new feature launches; liaised with other teams to plan & execute; tracked performance post-launch and packaged debrief data • Automated NPS survey for new customers and led initiatives to increase retention and reduce churn • Updated onboarding program for trialers to include 10+ new emails, audience segments, and goals; implemented congratulatory, win-back, & cart abandonment emails • Managed A/B tests on emails and website pages to increase customer and prospect engagement

• Content and Engagement Manager · Yesware09-01-2016 – 10-01-2017

  • Developed & maintained content plan, moving from frequency of <1 post per month to 3x per month with clear pre-planning • Set goal of driving no-touch trial signups, increased total number of trial signups MoM by 225% • Managed blog and saw overall traffic grow by 183% (organic traffic specifically by 160%) • Wrote script and worked with vendor to coordinate new feature promo video that drove 5.2K views • Reported on monthly blog traffic, product usage, site analytics to increase SEO and optimize new user onboarding, feature webpages • Managed AdWords paid advertising campaigns to drive new trials that converted into paid upgrades

Education

• UMass BostonMaster of Business Administration - MBA, Business Administration and Management, General
• Trinity College-HartfordBachelor’s Degree, English

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