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Amirak
Senior Director, Global Product Marketing
RWS Group
Strategic portfolio and Global Product marketing leader who builds the narrative infrastructure that connects complex AI, content language technology products to enterprise revenue. Twenty years inside the language technology industry, beginning as a practitioner and evolving into a senior PMM leader. Leading Product Marketing Managers and Head of PPMs across the RWS portfolio of Content technologies, AI Training Data services, Translation Tech and Service and Intellectual Property Solutions. In addition have produced deep domain fluency, a network spanning Forrester, Everest Group, and industry-focused analysts such as Slator, CSA and Nimdzi and a repeatable GTM playbook spanning positioning architecture, competitive intelligence, analyst relations and revenue enablement. Operates as a force-multiplier at the intersection of Product, Sales, Marketing and Strategy: translating ambiguous roadmaps into differentiated market positioning, shaping how analysts frame the category, and equipping enterprise field teams with the commercial confidence to compete and win. Proven ability to lead through complexity: M&A integration, AI product launches, and portfolio rationalisation, with the leadership and executive presence and cross-functional influence to drive alignment at the highest levels. Leads cross-functional AI council initiatives focused on agentic market intelligence, AI-powered sales enablement and the use of real-time market signals to sharpen GTM execution.
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02 September 2026 11:45 - 12:30
Panel | The language gap: Why being right isn’t the same as being heard
According to PMA's State of Product Marketing Leadership 2026 report, fewer than 7 in 10 PMM teams are even in the room when leadership decisions get made. And for a function that touches every stage of the commercial engine, that gap is long overdue a fix. This panel cuts to the uncomfortable truth: being right means nothing if no one's listening. PMM leaders will leave with a clear playbook for building the kind of influence that gets them into leadership conversations, and keeps them there. Key takeaways: - How to build genuine executive presence, not the performative kind, but the kind that gets PMM a permanent seat at the leadership table - Why having the right answer isn't enough, and how to communicate ideas in a way that moves decision-makers to act - The internal dynamics that keep PMM influence capped — and the practical moves that break through them - How to make PMM's impact so visible and commercially undeniable that being excluded from leadership conversations stops being an option
02 September 2026 16:00 - 16:45
The state of PMM leadership in 2026
You've spent the day in the room with some of the sharpest PMM minds in EMEA, now let's see what the data makes of it all. This session puts PMA's 2026 PMM leadership research in front of the people best placed to challenge it: you. Come ready to question it, validate it, and leave with a clearer picture of where the industry actually stands, and where you stand within it. Key takeaways: - See exactly how your team structure, budget, and influence stack up against fresh, EMEA-relevant data on where PMM leadership really stands in 2026 - Identify the friction points holding PMM back, from skill gaps to organisational blind spots, and leave with a clearer view of how to tackle them - Benchmark your biggest challenges against your peers and walk away with real, field-tested perspectives you won't find in any report