When Riain joined ESW as its first product marketer, nobody quite knew what PMM was for. Three years later it was a function the business relied on, owning positioning, launches, sales enablement and competitive intelligence across EMEA and North America. In this session, Riain walks through how he built it. He covers the early wins that earned credibility, the operating system that made the function scale, and the mistakes he’d avoid. He’s now rebuilding that system at Zappi, so you’ll leave with a practical blueprint for building, or rebuilding, product marketing in your own organisation.