Open to opportunities

Carmen Velilla

@carmenvelilla

Product marketing leader at Workspace 365 who built GTM foundations and launched a category that generated £5m first-year sales.

United Kingdom

Message

At Workspace 365, I built UK go-to-market foundations from zero and later expanded my remit to UK and Netherlands GTM ownership at board level. I created messaging frameworks and sales enablement that connected vertical value propositions with buying committees.

I owned the post-launch adoption motion at Workspace 365, building its first ABX programme to help customers move from sign-up to adoption. I also led a bilingual team of 5+ and migrated the CRM from Pipedrive to HubSpot in-house, cutting reporting time by about 20%.

At Epwin Group, I led product marketing across four brands, handling around 10 launches a year and creating a group-wide launch playbook. I launched the Stellar aluminium category, which generated £5m in first-year sales and won two G Awards.

I'm currently a fractional PMM and independent consultant, working with founders and leadership teams on GTM foundations, category work and multi-market entry. Alongside consulting, I'm studying for a Master's in Artificial Intelligence and completing Product Marketing Alliance's AI for Product Marketing Certification.

Experience

Work history, roles, and key accomplishments

Current

Fractional PMM & Independent Consultant

Current

Hilando

Jan 2026 - Present (10 months)

Fractional work with founders and leadership teams on 0-to-1 GTM foundations, category work and multi-market entry across healthtech, HR tech, and manufacturing.

GTM Strategy Positioning Messaging Sales Enablement Market Research ICP Development Lifecycle Marketing

Global Head of Marketing & Board Member

Workspace 365

Jan 2024 - Jan 2026 (2 years)

Scaled messaging framework across UK and NL; built first ABX programme to drive post-launch adoption. Expanded remit to full UK/NL GTM ownership at board level, leading a bilingual team of 5+.

Product Marketing GTM Strategy ABX Sales Enablement Partner Communications Lifecycle Marketing Team Leadership HubSpot Pipedrive

UK Marketing Manager

Workspace 365

Jul 2022 - Jan 2024 (1 year 6 months)

First UK marketing hire; built full GTM from zero including messaging, sales tools, and lifecycle comms. Ran first UK primary research study with 1,000+ respondents that shaped ICP prioritisation.

GTM Strategy Messaging Frameworks Market Research Sales Enablement Lifecycle Marketing Channel Marketing

Product Marketing Manager

Epwin Group

Jul 2020 - Sep 2022 (2 years 2 months)

Led PMM across four brands with ~10 launches a year; created group-wide launch playbook and built digital/creative function, cutting agency dependency and reducing campaign turnaround by ~50%.

Product Marketing Product Launch Budget Management Digital Marketing Creative Direction Campaign Management

Marketing Executive → Brand Manager

Epwin Group

Jan 2012 - Jan 2020 (8 years)

Kept brand positioning distinct through a major group merger and portfolio consolidation. Executed 20+ product launches and built reusable sales tools and campaign templates.

Brand Management Product Launch Sales Tools Campaign Templates

Internal Comms Executive

Ingersoll Rand

Jan 2005 - Jan 2012 (7 years)

Managed communications for 5 sites and 800+ staff; built the intranet.

Internal Communications Intranet Development

Marketing Specialist

CSV Charity

Jan 2005 - Jan 2012 (7 years)

Editorial and comms lead; trained 15 young adults in journalism.

Editorial Communication Skills Training

Multilingual Account Manager

PetSafe / Staywell

Jan 2005 - Jan 2012 (7 years)

Provided customer and product support in English, Spanish, and Italian.

Customer Support Multilingual Communication Product Knowledge

Marketing Consultant

Crealia Agency

Jan 2005 - Jan 2012 (7 years)

Managed 15 client accounts and won 8 of 10 startup pitches.

Account Management Client Relations Pitching

Education

Degrees, certifications, and relevant coursework

Product Marketing Alliance

AI for Product Marketing Certification, Product Marketing

2026 -

Pursuing AI for Product Marketing Certification, embedding AI into positioning, messaging, and GTM, and leading AI adoption across product marketing.

Big School

Master's in Artificial Intelligence, Artificial Intelligence

2026 -

Pursuing a Master's in Artificial Intelligence, focusing on LLMs, automation, and AI-native product applications applied to positioning, research, and GTM.