Product Marketing Manager

Shantelle
Awomoyi

From complexity
to clarity.

I work at the intersection of product, commercial and growth, translating technically complex products into clear market narratives that drive real adoption.

Fintech Infrastructure Blockchain & Web3 Developer Platforms B2B SaaS 0→1 Launches
View selected work
Shantelle Awomoyi speaking at Dappcon 2024
Impact
83%
of SME applicants onboarded in 30 min, down from 2 full days at Modulr
12k+
registered active users after narrative repositioning at Circles
20k
Twitter followers built from zero in under 3 months at Gnosis Builders
3rd
largest Ethereum network by validator count on Gnosis Chain

About

Built at the
revenue
interface

◎ MEng Materials Science & Engineering
University of Manchester, First Class
◎ Software Engineering
Northcoders, JavaScript, React, Node.js, PostgreSQL
◎ 5+ years in product marketing across fintech and frontier tech
◎ Engineering background, nuclear sector, £50k contract delivery
◎ Podcast & newsletter reaching listeners across 35+ countries

My work focuses on clarifying how products are positioned, introduced and understood in market. I'm particularly drawn to environments where product marketing plays a strategic role, not just in execution, but in aligning teams and accelerating adoption.

I've worked across B2B SaaS fintech and decentralised infrastructure, in roles that placed me directly at the intersection of product delivery, commercial conversations and customer reality. What connects them is the same challenge: products that are technically strong but poorly understood.

My engineering background, a First Class MEng from Manchester and delivery experience in the nuclear sector, gives me an unusual lens. I'm comfortable sitting with technical teams, reading system documentation, and translating that understanding into market narrative. I didn't come to product marketing from brand or communications. I came from structured problem-solving.

I approach adoption gaps as problems of clarity, trust and alignment, and I build the systems and narratives to close them.

Distinctive Edge

"Most PMMs learn to talk about technical products. I started there, and learned how to translate them."

Core Expertise

What I
actually do

These are the competencies that run through every engagement. Each one is demonstrated by evidence, not just listed as a skill.

01
Product Positioning & Messaging
Defining where a product sits in market, who it is for, and why it matters, then translating that into coherent messaging architecture across every touchpoint.
→ Circles: full rebrand from UBI to Social Money infrastructure
02
Go-to-Market Strategy
Building and executing GTM plans that align product, sales, and market timing, from ICP definition through channel strategy to launch sequencing.
→ Metri beta at Dappcon; uRamp GTM for Gnosis Pay
03
Product Launches
Coordinating cross-functional teams to deliver launches that generate adoption, not just awareness, with phased rollouts, feedback loops, and iteration built in.
→ 1,500+ beta users across two product launches at Gnosis Studio
04
Technical Audience Communication
Speaking credibly to developers, validators, engineers, and protocol teams, building trust through technical fluency rather than marketing abstraction.
→ Developer narrative for Gnosis Builders; validator adoption campaigns
05
Sales Enablement
Equipping commercial teams with positioning, battlecards, objection-handling, and market intelligence that converts better deals and shortens sales cycles.
→ 11% increase in deal conversion at Modulr via win/loss programme
06
Ecosystem & Adoption Growth
Designing programmes that move users from discovery through activation to sustained engagement, across protocols, developer ecosystems, and builder communities.
→ Gnosis Chain → 3rd largest network by validator count

Selected Work

Four roles.
One
through-line.

Across each engagement the core challenge has been the same: technically capable products failing to be understood.

Click any case study to read the full story. Each one surfaces the PMM decisions made, not just the outcomes.

01
Modulr
CX Product Manager, Embedded Payments
Positioning GTM Sales Enablement Fintech
Onboarding: 2 days → 30 min
for 83% of applicants

Context & Problem

Modulr is a regulated embedded payments company providing payment infrastructure to SMEs and enterprise platforms. As CX Product Manager I owned SME onboarding end-to-end and later led the company's only fully cross-functional squad spanning engineering, design, operations and commercial.

Growth friction wasn't technical. Customers dropped off due to long onboarding times, inconsistent messaging between product and commercial teams, and regulatory complexity translating poorly into lived customer experience.

What I Did

  • Sat directly on sales and marketing calls to understand buyer objections and decision drivers
  • Conducted win/loss analysis across 30+ deals, translating patterns into positioning refinements
  • Created internal battlecards and objection-handling materials that drove an 11% increase in deal conversion
  • Implemented Mixpanel across the onboarding portal; ran NPS tracking and A/B testing across onboarding flows
  • Led UK → EU expansion requirements gathering, translating compliance constraints into scalable product specifications
  • Translated regulatory and operational requirements into scalable product workflows

Outcome

"Reduced SME onboarding time from 2 days to 30 minutes for ~83% of applicants, by solving the communication problem, not just the technical one."

Win/Loss Analysis Sales Enablement A/B Testing Cross-functional Leadership Regulatory Translation

PMM Learning

Modulr was where I understood that adoption challenges are rarely technical, they are problems of clarity, trust and alignment. Product marketing sits at the intersection of these three. If you can fix the communication layer, the technical wins compound.

02
Gnosis Builders
Go-to-Market Leadership, Decentralised Infrastructure
Ecosystem GTM Developer Relations Blockchain
Gnosis Chain → 3rd largest
by validator count

Context & Problem

Gnosis Builders focused on growing adoption across the Gnosis ecosystem, targeting developers, validators and early-stage founders. The technology was strong but required clearer positioning and structured participation pathways to convert awareness into real network growth.

The challenge was turning fragmented community activity into measurable adoption, and building distribution infrastructure that didn't exist yet.

What I Did

  • Established the Gnosis Builders narrative and distribution engine from zero, scaling X (Twitter) to 20,000 followers in under 3 months
  • Sourced and closed 10+ wallet and protocol partnerships, enabling $GNO and $xDAI support across platforms with 30M+ MAU
  • Designed hackathon and builder activation strategies driving sustained participation
  • Led validator adoption via messaging, education and activation campaigns
  • Executed GTM for joint venture products Mu Exchange and Genome Domains
  • Built pathways moving builders from discovery → experimentation → funded projects

Outcome

"Contributed to Gnosis Chain becoming the 3rd largest network by validator count. Built distribution from zero to 20,000 followers in under three months."

Ecosystem GTM Developer Narrative Channel Strategy Partnership GTM Community Activation

PMM Learning

Technical adoption happens when infrastructure becomes understandable and trustworthy. This role taught me how to translate complex systems into clear participation narratives, and design repeatable activation loops that convert interest into real usage.

03
Circles
Product Marketing Lead, Full Repositioning
Repositioning Messaging Architecture Web3
12,000+ active users on
a repositioned narrative

Context & Problem

Circles was an existing protocol undergoing redevelopment. Legacy positioning around Universal Basic Income created adoption friction and limited market understanding. The core challenge wasn't technical, it was narrative.

Internal teams lacked alignment on target users and value proposition, while product development and market understanding were evolving simultaneously. I was brought in to solve both.

What I Did

  • Led full repositioning: "UBI experiment" → "Social Money infrastructure", overhauling visual identity, messaging framework, and website copy
  • Established rapid OODA-loop feedback cycles, iterating messaging alongside product development
  • Created shared positioning frameworks aligning product, ecosystem and leadership teams
  • Built reporting structures to track adoption signals and marketing learning
  • Represented Circles externally, including speaking at the University of Oxford
  • Launched and managed the Circles Connect newsletter, growing an engaged community audience

Outcome

"Successfully repositioned Circles under a new market narrative still in use today. Enabled continued adoption reaching 12,000+ active users."

Narrative Repositioning Messaging Architecture Internal Alignment Category Creation Newsletter Strategy
Circles Connect Newsletter Read on Beehiiv →

PMM Learning

Product marketing in early-stage environments is fundamentally about sensemaking. When products and markets evolve simultaneously, the PMM's role is to create clarity, aligning teams internally while helping users understand a new category as it emerges.

04
Metri & uRamp
Sole PMM, Early-Stage Incubation at Gnosis Studio
0→1 Launch Stablecoins Fiat On-Ramp
1,500+ beta users across
two product launches

Context & Problem

At Gnosis Studio I worked as sole PMM across 4+ early-stage incubations simultaneously. Metri and uRamp are two, both infrastructure products at different maturity stages, requiring market definition alongside product development with no established playbook.

For uRamp specifically: enabling regulated fiat-to-stablecoin flows for Gnosis Pay (which has processed $150M+ in transaction volume) required coordinating payments, compliance, and infrastructure teams across multiple organisations.

What I Did

  • Defined initial positioning and value propositions for both products from scratch
  • Designed phased rollout strategies treating launches as learning environments, not events
  • Led Metri beta launch at Dappcon via combined in-person and digital activation
  • Delivered GTM for uRamp, the fiat on-ramp supporting Gnosis Pay's $150M+ transaction volume
  • Designed Dune Analytics dashboards to track wallet adoption, activation, and campaign performance
  • Coordinated product, payments, compliance, partnerships and growth teams across all launches

Outcome

"Onboarded 1,500+ users through phased rollout and iteration. Enabled integration between regulated fiat providers and stablecoin infrastructure, opening new distribution pathways."

0→1 Positioning Launch Strategy Data & Analytics Cross-functional Coordination Lifecycle Campaigns

PMM Learning

Early-stage product marketing is less about promotion and more about reducing uncertainty. Success comes from continuously aligning product reality, customer understanding and organisational direction while the product is still evolving.

Building

Senta

A live PMM environment

Alongside my PMM practice I'm building Senta, an AI-powered decision room for first-time founders navigating capital decisions before they give away equity.

The idea came from time spent in VC, watching the same problem repeat: founders signing term sheets without fully understanding what they were agreeing to, giving away more than they expected, and losing control of companies they built. I wanted to fix the information asymmetry before it happens.

I built the first version during a 60-day public challenge, using AI as a technical co-pilot throughout. After shipping it I redesigned the product entirely, moving from a recommendation engine to a decision room built around the three questions founders actually struggle with: whether they have real traction, whether they should be raising at all, and what they're agreeing to when a term sheet arrives.

Building Senta in public is where I apply my PMM thinking in a live environment. Every positioning decision, ICP refinement, and messaging iteration is documented. It also sits at the intersection of two things I care about: making complex decisions more accessible, and understanding how AI changes the way people navigate high-stakes choices. The full build log lives on my Substack.

Early access is open now.

Join the waitlist Follow the build on Substack →

Writing & Media

How I think
out loud

Alongside my PMM practice I write, podcast, and build communities exploring frontier capital, human skills in an AI era, and the intersection of technology and adoption.

Newsletter · Substack
Kora Notes
Field notes on frontier capital, exploring how complex financial and technological systems are adopted, understood, and shaped by the people building them.
Read on Substack
Podcast · Co-host
Glowing in Tech
A podcast exploring the intersection of technology, careers, and human potential, co-hosted and produced as a long-running community voice in the tech space.
Visit site
Podcast · Spotify
Get To Gnosis
Conversations with the builders, researchers, and operators shaping decentralised infrastructure. Reaching listeners in 35+ countries, making Web3 accessible without dumbing it down.
Listen on Spotify
Shantelle Awomoyi speaking at the University of Oxford
University of Oxford, Circles Protocol Speaker
Token2049 Singapore, Gnosis VC Representative
Dappcon Berlin, Product Launch GTM Lead

Approach

How I
think about
the work

01
Start with customer reality
Win/loss calls before positioning decks. Always.
02
Translate complexity into shared understanding
The bottleneck is almost never the product.
03
Build systems, not one-off campaigns
Repeatable frameworks outlast individual launches.
04
Operate upstream, shape strategy not just execution
PMM's most valuable seat is at the product table.

I see product marketing as the discipline responsible for connecting product development with market reality, not as a downstream execution function, but as a strategic one.

My work typically centres on identifying where adoption slows, whether through unclear positioning, fragmented communication or organisational misalignment, and helping teams establish clarity, alignment and momentum.

I'm drawn to environments where product marketing contributes upstream to strategic decisions. The most interesting problems sit at the boundary between what a product can do and what the market is ready to understand.

Across fintech and decentralised infrastructure, the pattern has been consistent: technical quality is rarely the bottleneck. Understanding is. That is the gap I work in.

My engineering background means I can sit with technical teams without losing the plot, translate what I learn into commercial narratives, and hold the complexity honestly while still making it accessible.

Let's talk.

I'm currently open to PMM roles at companies building complex, technically sophisticated products. If you're a hiring manager, founder, or collaborator, I'd be glad to connect.

LinkedIn → Email → Substack →