MakeMusic / Alfred Music Publishing
EdTech SaaS · District & Educator-Facing Go-to-Market
MakeMusic (sister company of Alfred Music Publishing) builds software and digital learning tools used by educators, students, and school districts worldwide. During my time there, the company was actively scaling its district-facing strategy—requiring clearer positioning, stronger lifecycle programs, and tighter alignment between Product, Sales, and Customer Success.
My role sat at the intersection of product marketing, lifecycle strategy, and digital events, with a focus on helping educators and administrators understand, adopt, and expand their use of new platform capabilities.
My Role
As Senior Manager of Digital Events & Lifecycle Marketing, I owned go-to-market execution and ongoing engagement programs for district- and school-facing initiatives. I was responsible for designing the systems that moved educators from awareness to adoption—across events, email, and post-launch lifecycle touchpoints.
This work required balancing educator trust, district buying cycles, and measurable business outcomes.
What I Built
Led go-to-market strategy and lifecycle campaigns for new product features and platform enhancements
Owned a high-volume digital events program, delivering 4–5 virtual events per month alongside in-person education conferences
Designed end-to-end event journeys, including registration flows, messaging, and post-event follow-up aligned to district decision timelines
Built behavioral segmentation and re-engagement programs to support long-term educator retention and platform usage
Partnered closely with Product, Sales, and Customer Success to align launches, sales narratives, and handoff across teams
Supported onsite execution at education conferences and trade shows, engaging directly with educators and administrators to inform messaging and GTM strategy
Impact
Increased event-driven product adoption by 23% through clearer positioning, persona-based messaging, and post-event lifecycle programs
Improved engagement and retention by aligning lifecycle communications to real educator and district needs
Created repeatable event and lifecycle frameworks that supported both launches and ongoing adoption
Strengthened cross-functional alignment between Marketing, Product, Sales, and Customer Success around shared GTM goals
Why This Work Matters
This experience sharpened my ability to market education products at scale—where adoption depends on trust, clarity, and long-term value, not hype. It reinforced how critical lifecycle strategy, sales alignment, and thoughtful storytelling are when selling into schools and districts.
It’s also where I deepened my experience translating educator needs into GTM programs that work across both self-serve and sales-assisted motions.