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Erika

Sanchez

Senior Partner & Head of Product Marketing, Design, and CRM

EN: Erika Sanchez is a Senior Product Marketing leader at VR, where she connects product, marketing, and growth to drive digital adoption and revenue at scale. With 15+ years of experience across leading banks and fintechs in Latin America, she specializes in positioning, go-to-market strategy, and lifecycle optimization. Erika also mentors women in product through communities like Elas que Lançam and Mulheres de Produto. PT: Erika Sanchez é Gerente Sênior de Product Marketing na VR, onde conecta produto, marketing e growth para impulsionar adoção digital e receita em escala. Com mais de 15 anos de experiência em grandes bancos e fintechs da América Latina, é especialista em posicionamento, estratégia de go-to-market e otimização do ciclo de vida. Também atua como mentora em comunidades como Elas que Lançam e Mulheres de Produto.

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13 August 2026 15:45 - 16:15

The first "Yes" in PMM: The behind-the-scenes story of a transition told by those who hired and those who lived it

Entering product marketing isn't about having the perfect path. It's about winning that first "yes." In this session, you'll follow a direct conversation between those who hired and those who made the transition. No ready-made formulas – just the decisions, doubts, and factors that truly weighed on this process. They will share what caught their attention, what almost didn't work out, and what made the difference in entering PMM. You'll leave with: - A clearer vision of what really matters to those who hire - Practical ways to position your experience, even without an "ideal" background - Realistic expectations about the first few months after the transition If you're trying to enter PMM, this is the most honest version of that process.