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Haya
Barlas
Head of Product Marketing
JustGiving
Haya Barlas is Head of Product Marketing at JustGiving. She rallies teams together to create unforgettable experiences for fundraisers, donors and some of the UK's biggest charities, all with one thing in mind - to inspire and enable people to raise more for the causes that matter most to them.  Haya has spent 15 years working across B2B and B2C roles, most recently in the SaaS and EdTech sectors. Prior to JustGiving, she established the European Product Marketing function at Blackbaud, a SaaS company powering the world's leading nonprofits, and held leadership roles in Product Marketing and Growth Marketing at TES.
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03 September 2025 12:00 - 12:45
Panel | Educate to elevate: Why internal PMM advocacy is your secret growth engine
This panel will explore why building strong internal advocacy for product marketing is essential for elevating your role and driving company-wide growth. Leaders will share strategies for educating stakeholders on the value of PMM and positioning the function as a critical growth driver within the business. Key session takeaways: - How to effectively communicate the strategic value of PMM across your organisation. - Proven tactics for building strong partnerships with cross-functional teams. - Ways to position PMM as an indispensable driver of growth and innovation. - How internal education efforts can strengthen PMM’s influence and leadership role. - Real-world examples of successful internal advocacy initiatives that transformed PMM’s impact. --- To keep the conversation directly relevant to the room, a "voice of the audience" participant will join the panel live on stage, asking questions and ensuring the discussion tackles the real challenges faced by today’s PMM leaders.