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Anna Chaplina

@annchaplina

Product & growth marketing manager with a track record in B2B SaaS and EdTech — owning GTM, messaging, and full-funnel execution backed by data

Spain

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What I'm looking for

I'm looking for roles in product and growth marketing — ideally at a B2B SaaS or tech company where I can own the scope of positioning, messaging, lifecycle programs, or GTM execution. I thrive in environments that value experimentation, cross-functional collaboration, and data-informed decision-making. PLG startups and scaleups.

I'm Anna — a product and growth marketing manager with 5+ years building full-funnel marketing programs across B2B SaaS, EdTech, media, and digital products. I'm based in Barcelona and have worked across EMEA, Central Asia, and the US markets.

My career sits at the intersection of strategy and execution. I'm equally comfortable defining positioning from scratch using frameworks like April Dunford and JTBD, and rolling up my sleeves to build nurture flows in HubSpot, run A/B experiments on landing pages, or architect a lead scoring model. I care about connecting marketing activity to commercial outcomes — qualified pipeline, SQL conversion, activation, and revenue.

What I'm looking for

I'm looking for roles in product marketing or growth — ideally at a B2B SaaS or tech company where I can own meaningful scope, such as positioning, messaging, lifecycle programs, or GTM execution. I thrive in environments that value experimentation, cross-functional collaboration, and data-informed decision-making. I'm particularly drawn to companies building in HRTech, EdTech, or productivity tools, and to teams that use AI thoughtfully as part of their marketing workflow.

Tools & skills I work with regularly

HubSpot (lifecycle stages, nurture workflows, lead scoring, attribution), Claude + n8n for AI-assisted marketing automation, Google Analytics, A/B testing and CRO, competitive research, JTBD, and April Dunford positioning frameworks, sales enablement, and campaign reporting.

Experience

Work history, roles, and key accomplishments

Growth Product Marketing Manager

HRBOX.io

Mar 2025 - Dec 2025 (9 months)

Owned B2B lead generation and lifecycle marketing for HR SaaS and education products, improving 14-day trial activation by 15% and increasing feature adoption among HR admins 2.3x within six weeks. Improved qualified pipeline conversion by 12%, grew SQL pipeline from 35% to 42%, and increased demo conversion rates 3x using automation, segmentation, and continuous experimentation.

B2B Lead Generation Lifecycle Marketing Marketing Automation CRO A B Testing HubSpot Segmentation Pipeline Generation

Product Marketing Manager

Nobus Academy

Jul 2021 - Feb 2025 (3 years 7 months)

Led GTM strategy and launch execution for 15+ education products, driving 5x annual revenue growth through customer research, funnel analytics, and value-based positioning. Increased lead-to-payment conversion ~30%, grew paid customer acquisition 3x YoY, reduced CAC by 61%, and improved paid conversion to 3.6% (3x) through structured CRO and A/B testing.

GTM Strategy Funnel Analytics Pricing Experiments JTBD Research Lifecycle Marketing Cohort Analysis CRO A B Testing

Customer Marketing Manager

Royal Caribbean Group

Jan 2024 - Dec 2024 (11 months)

Optimized in-app discovery and upsell journeys using experimentation and personalization, increasing incremental booking revenue by 20%. Built lifecycle communications that improved upsell conversion by 21% and raised customer satisfaction (NPS 9.0) while supporting go-to-market alignment for new onboard and digital experiences.

Lifecycle Marketing Experimentation Personalization Upsell Optimization KPI Tracking Marketing Analytics NPS

Customer Service / Sales Associate

Royal Caribbean Group

Dec 2022 - Dec 2023 (1 year)

Supported sales operations by coordinating messaging and execution across sales, marketing, and revenue teams to improve customer experience. Delivered client presentations that increased sales pipeline and deepened engagement, contributing to clearer communication that supported NPS improvements.

Sales Enablement Customer Communications Cross functional Coordination Presentation Customer Support NPS Revenue Operations Stakeholder Management

Project Marketing Manager

Paramount+

Jun 2021 - Dec 2022 (1 year 6 months)

Led localized GTM launches across Northern Europe and Central Asia, partnering with telecom operators and regional platforms to drive subscriber acquisition and retention. Increased Paramount+ viewership by 21%, built partnership/affiliate programs across 30+ channels reaching 5.7M+ users, and improved rollout efficiency through cross-functional launch execution.

GTM Execution Partner Marketing Affiliate Audience Segmentation Regional Partnerships Analytics