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Kelly
Masters
Director, Product Marketing
Sitecore
Kelly Masters is Director of Product Marketing at Sitecore and a creative, empathetic, and performance-driven marketing leader with more than a decade of experience in B2B technology. She has worked across both innovative startups and multibillion-dollar enterprises, building a reputation for translating complex technical capabilities into clear, value-centric messaging that drives revenue and market impact. Kelly is passionate about inspiring, not manipulating, buyer behavior. She believes great marketing starts with a deep understanding of the customer, a sharp view of the competitive landscape, and a relentless focus on value and purpose over features. nown for her ability to align cross-functional teams and execute high-impact campaigns, she consistently delivers strategic programs that resonate with audiences and accelerate growth.
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18 June 2026 11:30 - 12:00
PMM x The Traitors | The positioning roundtable: Faithful, flawed, or full-on traitor?
Claudia Winkleman would say the roundtable exposes weak strategies. PMMs know bad positioning does it even more brutally. In this live, interactive roundtable, competing positioning statements go head-to-head and the room decides which one survives. You’ll debate, challenge assumptions, and publicly banish the weakest narrative. Why does this matter? Because positioning rarely fails loudly. It fails in confused buyers, stalled deals, and “this sounds like everyone else.” The PMMs who can spot flawed messaging and defend strong narrative choices are the ones who win influence and drive revenue. How it works: 1. The reveal: Multiple positioning statements are presented 2. The debate: You analyse the strengths and hidden flaws in teams 3. The banishment: The room votes out the weakest narrative 4. The breakdown: We unpack what worked, what didn’t, and why