Product marketing leaders are increasingly expected to shape strategy, drive alignment, and influence outcomes, often without formal authority over the teams they depend on. In complex, fast-moving organizations, credibility becomes the most powerful currency a PMM can build. In this session, Genevieve Ward, Director of Integrated Marketing at Candescent, shares real-world lessons from leading go-to-market transformation, sales and marketing alignment, rebranding and repositioning efforts, and organizational change across fintech, digital banking, and high-growth B2B organizations. Drawing from experiences spanning post-acquisition integration, demand generation transformation, and product launch strategy, she’ll unpack how PMMs earn trust with executive leaders, product teams, sales, and operations by anchoring decisions in customer insight, data, and clear strategic narratives. Attendees will learn how to: - Translate market and customer insights into executive-level decisions - Build influence through clarity, consistency, and cross-functional alignment - Navigate competing priorities and ambiguity without positional power - Shift product marketing from a support function to a strategic driver of growth This session is designed for PMMs who want a stronger voice in the room, and the confidence to use it.