When I started Behind the Brief, I wanted to create a space where product marketers could talk about the thinking behind the work; not just the outputs.And this week’s episode does exactly that.

I sat down with Kaitlyn, a global B2B and product marketing leader at Mastercard, who has built a career across fintech, SaaS, crypto, and financial services.

We talked about something I’ve been thinking about a lot lately:What does it really take to thrive as a PMM in the Canadian market?

Canada is unique in the expectations, the consumers, the trust factor, the cross-functional dynamics, and the pace of innovation. And Kaitlyn breaks it down with honesty and clarity.

Here’s a glimpse of what we got into:– How to articulate your value as a PMM (especially in orgs where PMM is still evolving)– Why driving revenue starts with influence, not launch plans– What “innovation” actually means in a world full of hype– How she approaches decision-making and strategy inside Mastercard– The one mistake marketers still make (and why it’s holding them back)

If you’re navigating the PMM world, especially in Canada, I think this conversation will feel grounding and energizing.

🎙️ Listen to the full episode →

Thanks for being here, always.

— Shruti

Get full access to The PMM Brief at pmmshruti.substack.com/subscribe