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Catherine
Kidd
Director, Product Marketing Legal Tech
Thomson Reuters
Catherine is Director of Product Marketing, Legal Tech at Thomson Reuters, with over a decade in product marketing and product management (even if it wasn't known as product marketing at the time!!). Catherine's main passions are for 'inbound' marketing, value propositions, voice of the customer, competitive intelligence, and GTM strategy. Catherine has worked across startups and multinational corporations, in established PMM teams and ones built from scratch. Recently, Catherine led the launch of a new AI product that exceeded targets by 300% and drove a value proposition refresh to strengthen market positioning. A firm believer that customer insight is the backbone of great marketing, Catherine focuses on strategies that deeply resonate with the market.
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04 December 2025 13:30 - 14:00
Repositioning in an AI-led world: A playbook for customer-centric PMMs
In this session, I’ll walk through how I led the strategic repositioning of a global B2B business following a £300M acquisition, all while navigating the rise of AI, legacy brand value, and a complex product portfolio (100+ products). I'll share a practical, 5-step playbook covering customer insight gathering, finding a USP in an AI-saturated market, mapping products to real customer pain points (solutions-led marketing and JTBD framework), and rethinking the entire web and brand experience around our buyer needs that is applicable to both B2B and B2C brands. A talk is for PMMs who want to prove their value not just through storytelling, but by solving real business complexity in high-stakes environments, and turning chaos into clarity.