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Milena
Babayev
Global Director, Product Marketing
Mastercard
Milena Babayev is a seasoned marketing professional with over 20 years of experience in marketing and product marketing. Throughout her career, Milena has played a pivotal role in crafting successful product marketing strategies and campaigns that have driven growth and brand recognition for numerous companies. A significant portion of her career has been dedicated to working in security and fraud prevention, an area she finds particularly meaningful. Milena takes pride in helping organizations make informed decisions to protect their employees and customers from cybercriminals. Her journey began with a passion for understanding consumer behavior and translating those insights into actionable product marketing plans. She has a proven track record of launching and managing product lines, enhancing market positioning, and driving revenue growth. She is also passionate about mentoring aspiring marketers. Outside of her professional life, Milena embraces all that the Pacific Northwest has to offer. She stays active by biking, hiking, skiing, practicing Pilates, and attending sporting events (go Kraken!).
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18 June 2025 09:00 - 09:15
Chairperson opening remarks
You'll recap day one highlights and key takeaways, along with a short icebreaker session to wake you up!
17 June 2025 09:00 - 09:15
Chairperson opening remarks
Welcome to Product Marketing Summit Seattle. Join us as our chairperson kicks off with an ice-breaker to get you ready for two jam-packed days of content.
17 June 2025 11:15 - 12:00
Networking roundtables: Navigating the product marketing landscape
In this session 5 unique discussions are happening concurrently, find the table discussing your biggest pain point or opportunity and join the conversation. Every table will be hosted by an industry expert so come prepared to discuss, learn, network, and share. Discussion topics will include: - Building customer-centric marketecture framework: Aligning product enablement with market needs with Milena Babayev, Mastercard -Where to start with AI in product marketing (and where to go next) with Bridget Perry, Former Adobe - How to become a customer and market expert in your domain with Sanjay Kidambi, Infor - Stop being the order-taker: How PMMs become strategic partners with Stefan Gladbach, Pushpay - The future of demos: creating more impactful demos that cut through crowded markets with Zack Wenthe, Tealium
17 June 2025 14:00 - 14:45
Panel | Cross-industry secrets: Different strategies in messaging, positioning, and value proposition revealed
This panel will explore the similarities and differences in messaging, positioning, and value propositions across industries, revealing what product marketers can learn from each other. From the structured world of B2B to the fast-paced creativity of consumer brands, our expert speakers will break down the strategies that transcend industries—and the nuances that make each unique. Key session takeaways: - Master the art of balancing agility with structured processes, risk-taking with a growth mindset, and innovation with core functionality. - Navigate the key differences between B2B and B2C messaging, and learn how to adapt positioning across buyer personas and sales stages. - Avoid common pitfalls in B2B messaging that can weaken your brand’s impact. - Move beyond the cliché of “speaking to pain points” by developing a creative approach to storytelling and messaging. - Learn practical methods for strengthening your creativity muscle to craft messaging that captures attention and drives engagement.
17 June 2025 16:30 - 17:00
Chairperson closing remarks
As Day 1 comes to a close, join our Chairperson for a wrap-up session that ties together key takeaways, emerging trends, and the most impactful insights from the event.