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Meiling
Tan
SVP, Marketing & Communications
Care.com
Meiling Tan is SVP, Marketing & Comms at Care.com, where she orchestrated the company’s most significant evolution in its 18-year history. Meiling led a full rebrand, an Effie Award-winning integrated campaign, and a product refresh - reinvigorating the nation's largest online family care platform and delivering its first quarter of new membership growth in nearly four years. Today, she leads Brand, Product Marketing, Insights, Creative, Social, Communications, Growth Marketing & Enterprise Marketing, whilst overseeing Product Design in the interim. Previously, Meiling was the Founding Head of Marketing at Waymo, where she scaled a multi-disciplinary marketing team from a team of one, launched the world's first autonomous ride-hailing service, and quadrupled brand trust amidst intense public scrutiny. The foundations she built from scratch over 8 years continue to serve the company, and created a completely new category of AI-powered technology. Meiling has also served as Head of Marketing at Brightline, a pediatric mental health platform named one of Fast Company's 50 Most Innovative Companies. Earlier in her career, she translated moonshots into human stories as a Product Marketing Manager at Google X (now X the Moonshot Factory), and drove B2B advertising initiatives at YouTube. Her work has earned coverage in The New York Times, Fast Company, TechCrunch, PEOPLE, Ad Age, and more. She holds a B.A. in Philosophy, Politics & Economics from the University of Pennsylvania.
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09 September 2026 11:15 - 12:00
Panel | Name it to claim it: How category shapers rewrite the rules of competition
At its core, category shaping is writing the rules of the game in your favour. Whoever defines those rules isn’t just competing in the category; they’re deciding how everyone else has to compete. This panel brings together PMM leaders who are actively shaping categories in competitive markets to unpack what it really takes to move from competing inside an existing frame to defining the frame itself. Join us and discover how teams identify the right space to own, build alignment across product, marketing, and sales, and turn category definition into real GTM momentum rather than abstract positioning work. Key takeaways: - Understand how leading teams identify and claim category white space before it becomes crowded - Learn how to align cross-functional stakeholders around a clear and defensible category narrative - Explore how category shaping directly influences positioning, messaging, and competitive strategy - Take away practical approaches to turning category strategy into execution that drives measurable market impact