Sheila Joglekar Vashee, Chief Marketing Officer at Figma, chats with Peak XV’s Harshjit Sethi on product versus brand marketing, category creation and the evolution of productled growth (PLG).
Sheila emphasizes the critical role of product marketing in driving revenue, cutting costs, and talks about the use of AI tools in marketing. This conversation between Sheila and Harshjit, who worked together at Dropbox as part of the company’s early team, was recorded during our Surge 09 US immersion in February 2024.

Show notes:
00:00 Introduction
05:05 Differentiate between product & brand marketing
08:39 Mastering positioning: Target, solve, differentiate
12:32 The essential elements for productled growth
18:57 Balancing brand, performance, and product
21:16 AI can give your marketing team a head start
23:53 Audience Q&A excerpts