Josh Britton

About

At the helm of Cognism's product marketing division, my focus is on leading transformative repositioning and launching innovative products that resonate with our ideal customer profiles. With a keen strategic outlook, I've navigated global teams through the dynamic landscapes of digital commerce, resulting in a notable 15% uptick in sign-ups through refined messaging and value propositions. My tenure at Payoneer fortified my expertise in global go-to-market strategies and product monetization, which now underpins my role in developing comprehensive customer and market research frameworks at Cognism. We've cultivated a culture of growth hacking and experimentation, enabling us to consistently deliver products that meet the evolving needs of the digital economy.

Experience

• VP of product marketing · Cognism05-01-2024 – 02-01-2025

  Spearheaded product marketing, go-to-market strategies, and product launches, leading a team of product marketers, competitive analysts, and content writers. Responsible for defining and promoting the product vision, value proposition, and messaging across the customer journey. ▪ Developed Customer-Focussed Roadmaps: Partnered with product to identify key customer needs and pain points, translating them into a customer-focussed roadmap and actionable product requirements. ▪ Drove Product-Led Growth: Developed pricing strategies and merchandising for product-led growth, achieving a 30% increase in paid account conversion for the Kaspr business. ▪ Successfully Launched Record Breaking Products: Owned product launches and customer communications, partnering with cross-functional teams to ensure successful launches and drive record breaking customer adoption. ▪ Boosted Sales Performance: Empowered sales teams with talk-tracks, product training, enablement, competitor battlecards and market insights, leading to a 20% improvement in sales win rates. ▪ Embedded Product Marketing Strategies: Developed and launched a best-practice Product Marketing Frameworks for customer research, messaging, product launches and OKRs, while mentoring the product marketing, competitive and content teams. ▪ Revamped Messaging & Positioning: Defined and implemented new positioning, messaging, and value propositions, resulting in a 15% increase in conversion rates. ▪ Developed New Pricing and Merchandising: Conducted pricing research and built proposals for new pricing and merchandising for Cognism and Kaspr. ▪ Increased Team Effectiveness: Introduced AI tools to significantly speed up data analysis and processes. ▪ Developed and Built AI Agent Offering: Working with the founders and CEO on a new business idea, selling B2B data for AI Agent developers, I built a boot-strap company website, offering, messaging and positioning.

• Director of product marketing · Payoneer01-01-2022 – 05-01-2024

  As Founding Product Marketer at Payoneer, I worked within Product and Marketing. Leading the Enterprise, SMB and Partnerships Product Marketing, I developed and mentored a team of Product Marketing Managers and led initiatives in new feature and product ideation, pricing, and growth hacking. Developed global product marketing and go-to-market strategies for Payoneer, across NAM, LATAM, EMEA, APAC and China, driving revenue growth and market share expansion. Acted as the bridge between Product, Marketing and go-to-market teams. Collaborated with Product Management on the roadmap vision, owned product launches, customer research, and competitive analysis, while being the voice of the customer for Payoneer. ▪ Led Product-Market-Fit Strategy for Newly Acquired Company: I successfully pivoted a recent company acquisitions product portfolio to achieve product market fit. I led the customer research and go-to-market strategies, while working with product to ensure a customer-focussed roadmap. ▪ Drove Significant Revenue Growth: Successfully developed and implemented new product launch frameworks that generated $200 million in new volume within 12 months. ▪ Ensured Cross Functional Collaboration: Acted as the conduit between Marketing, Product, Sales and R&D teams. This ensured product strategy alignment and a product roadmap that met customer and market needs. ▪ Increased Customer Acquisition: Developed product marketing frameworks that resulted in a 30% increase in Ideal Customer Profile (ICP) sign-up. ▪ Improved Product Adoption: Introduced the use of in-app messaging based on trigger points and the development of compelling user stories and use cases, leading to a 30% increase in new feature adoption. ▪ Enhanced Customer Conversion: Developed merchandising and pricing strategies for customer-led account types, achieving a 20% increase in ICP conversion. ▪ Championed Customer Understanding: Created a new platform approach for Payoneer

• Director of product management · Ovarro06-01-2019 – 01-01-2022

  As the Founding Product Manager, I led the global product strategy and vision for Ovarro, a market- leading provider of technology solutions for the world's critical infrastructure, such as water, power, and telecoms. On the Senior Leadership Team, I oversaw the full Ovarro portfolio of IoT, SaaS analytics, mobile apps and remote monitoring hardware products across all continents, generating over £40 million in annual revenue. Successfully transformed Ovarro into a product-led organisation, building the Product Management function from the ground up and implementing a customer- centric, market-led approach. ▪ Drove New Product Success: Championing a customer-centric product discovery approach, I developed the product roadmap, achieving £4.2 million in pre-launch orders and developed a £12 million opportunity pipeline for new products launched in H1 2021. ▪ Built a Product department: Developed Product Management frameworks and ways of working with engineering and R&D teams to establish scalable practices for product development. ▪ Increased Product Margins: Implemented targeted pricing initiatives that resulted in a 25% increase in product margins. ▪ Accelerated Product Launches: Significantly increased the number of product roadmap launches from 7 to 45, demonstrating a strong focus on new product introduction and agile methodologies. ▪ Moved Ovarro to the Cloud: Created the strategy and rollout plans with 3rd parties to move Ovarro from on-premise to Cloud native products. Enabling much more flexible and scalable products. ▪ Built a Thriving SaaS Business: Spearheaded the start-up and development of a SaaS product line, generating £300k in annual revenue and a £10 million pipeline since Q1 2021. Transformed Organisational Culture: Successfully transitioned Ovarro into a product-led Organisation, with all supporting functions aligning and partnering with the product vision and strategy.

Education

• Sheffield Hallam UniversityBA (Hons), Business Studies

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