Stella Ivanova

Owned go-to-market strategy and launches for AI agent workflows—from ICP and persona definition to launch tiering, pricing input, and activation plays—landing 3 enterprise clients while still in beta. Built and led a 5-person GTM and product marketing org (PMM, content, DevRel, ops) covering positioning, launches, enablement, and full‑funnel analytics for an agentic AI platform.

Created the GTM content for Sales and CS (pitch decks, battlecards, demos, FAQs, renewal and expansion narratives), shortening time-to-first value by 66% and increasing new-customer activation by 45%. Produced technical, journey-aligned content (docs, guides, demos, webinars) with a DevRel champion model, driving ~60% growth in organic developer signups and strengthening product-led adoption.

Drove competitive intelligence and market insight (competitive teardowns, win/loss inputs, quarterly reviews) that sharpened positioning and informed roadmap and product decisions for the AI portfolio. Acted as cross-functional connective tissue between Product, Sales, CS, DevRel, and Marketing, using data and full-funnel analytics to continuously optimize journeys, narratives, and GTM plays.

Scaled the PMM function from 0-1, defining messaging frameworks, value propositions, and launch tiering patterns—so every new feature and ecosystem integration followed a consistent go-to-market playbook. Owned go-to-market strategy and product marketing for Lace, a non-custodial wallet, from beta to public launch across B2C and ecosystem audiences, reaching 30k+ active users with low CAC.

Partnered with Marketing and web teams on web and content strategy—aligning website journeys, solution pages, and resources with wallet use cases and ecosystem stories to improve discoverability and activation. Mapped key customer journeys for retail users, power users, and ecosystem partners, and used those journeys to prioritize roadmap narratives, launch moments, and in-product/website messaging.

Created and maintained Sales and CS enablement assets (case studies, use- case narratives, partner decks, one-pagers, FAQs) that supported strategic partnerships with organizations such as UNHCR and NASA. Served as cross-functional bridge between Product, Customer Success, Marketing, and Business Development, aligning narrative, roadmap priorities, and launch timelines across stakeholders.

Led 0–1 go-to-market for Telerik UI for Blazor—from positioning and messaging through launch execution and scale—generating $600k+ in first-year ARR and establishing a new growth pillar in the product portfolio. Created "source of truth" ICP and persona documentation using the 5 Rings of Buying Insight, directly informing product positioning, website copy, and campaign narratives for B2B and enterprise buyers.

Built a sales training program, increasing win rates by 18% (pitch decks, battlecards, objection handling, in-person sessions), improving deal velocity by ~15% from first touch to closed-won. Increased organic traffic by 4x – owned web and content strategy for key product & solution pages, working with content and SEO teams to optimize buyer journeys Collaborated with Product, Sales, Marketing, and DevRel on launch and content plans, ensuring technical narratives, demos, and campaigns told a consistent story across the full customer journey.

Managed a flagship virtual event and content engine (15k+ attendees, 10k+ product downloads) to drive top-of-funnel awareness and downstream product adoption.

Designed a unified brand strategy for an SDK product, establishing developer and buyer personas Led a full website redesign and brand asset revamp based on customer research, interviews, and user testing — adding demo and success story sections to build trust and position the brand as a strategic development partner Defined brand guidelines and value proposition framework — tone of voice, messaging standards, and visual identity — built to resonate with both technical (engineers, UI developers) and business audiences Produced technical marketing assets and orchestrated communications across external agencies and internal teams to deliver campaigns and launches on time, on brand, and aligned to priority customer journeys.