Ash Lane

Head of Product Marketing

Dubai · Open to Global & Remote

Professional Summary

Product marketing leader with deep technical fluency across SaaS, edge-native platforms, IoT, and consumer subscriptions. I craft narratives, positioning, and pricing that resonate with both technical and commercial buyers, build launch playbooks, and enable field teams with the content and intelligence they need. Comfortable partnering with product, growth, and partnerships to translate customer insights into roadmap and revenue impact.

Core Skills

Positioning & Messaging

Value propositions, storytelling, and competitive differentiation for technical audiences
Message testing, win/loss analysis, and narrative frameworks
Solution and industry-specific packaging for partners and field teams

Pricing & Packaging

Monetisation strategy for SaaS, usage-based, and hardware + software bundles
Commercial modelling, packaging experiments, and deal desk partnership
Rollout plans, billing alignment, and stakeholder communications

Launch & Enablement

Launch playbooks, campaign orchestration, analyst/press relations
Sales/partner enablement, battlecards, demo scripts, objection handling
Content strategy spanning web, events, webinars, and thought leadership

Insights & Roadmap Influence

Customer research, advisory councils, and feedback loops into product
Market intelligence, competitive monitoring, TAM analysis
Cross-functional alignment with growth, product, and partnerships

Director-Level Scope

Director-level ownership across product roadmap, delivery governance, stakeholder communication, vendor selection, budget trade-offs, and cross-functional operating cadence.
Experience leading product, engineering, operations, GTM, implementation, and partner teams through 0-to-1 launches, regional expansion, and platform scaling.
Translate founder, board, and executive priorities into OKRs, portfolio plans, hiring needs, delivery metrics, risk management, and customer-facing execution.

Professional Experience

Founder & CEO – Head of Product Marketing

Topolo Technology Inc

Mar 2022 – Present Global / Remote

Own positioning, narrative, and go-to-market for platform capabilities including identity, CRM, billing, AI workflows, admin tooling, commerce, media operations, and developer onboarding.

Crafted messaging frameworks around recognizable buyer categories: OAuth/OIDC login, developer platform, CRM, roadmapping, AI gateway, billing, notifications, workflow automation, media operations, device management, and commerce.
Built pricing and packaging models for platform bundles, API access, usage-based AI, media/storage workflows, partner integrations, and SaaS subscriptions.
Produced launch plans, demo narratives, solution briefs, website copy, and enablement kits used by sales, partnerships, and field engineering.
Ran competitive and market research, then fed insights into roadmap priorities, content strategy, partner messaging, and commercial packaging.

Founder & Owner – Product Marketing Lead

Fresh Ventures (Livefreshr)

Mar 2014 – Present Dubai, UAE

Led brand, positioning, and go-to-market for Livefreshr’s meal kit subscription, translating operations-heavy value into customer-friendly messaging.

Created core messaging, positioning, and brand guidelines spanning web, packaging, and retail activations.
Developed launch campaigns for new menus, bundles, and service tiers, coordinating with ops and supply partners.
Produced content, thought leadership, and events that generated qualified demand and press coverage.
Worked with product to prioritise roadmap based on customer research, NPS, and churn insights.

TPP Partnerships Manager / Mid-Market Sales Manager

Cvent

Apr 2019 – Mar 2021 Dubai, UAE

Helped establish and grow Cvent's Middle East presence, selling event tech and hospitality cloud solutions into agencies, corporates, and venues.

Joined the Dubai office in its early phases, supporting growth from a small startup-style footprint into a larger regional operation.
Progressed from mid-market territory management to owning the entire Middle East for third-party planners, with clear quota responsibility.
Partnered with SDRs to build pipeline, ran discovery-driven demos, managed complex sales cycles, and negotiated contracts with multi-stakeholder buying groups.
Adapted quickly to hybrid then fully remote selling during COVID-19 while maintaining disciplined forecasting and CRM hygiene.

Solution Consultant / Project Manager & Account Manager

XpertLearning

Apr 2012 – Sep 2016 UAE

Combined new business, account management, and solution consulting for learning and talent platforms across the GCC.

Served as the first Cornerstone OnDemand certified solution consultant in the GCC, leading RFPs, demos, and implementations.
Managed a hybrid role across business development, sales cycle management, client engagement, and technology-enhanced learning consultation.
Supported marketing through website redesign, campaign input, and the advertiser-funded L&D magazine XpertInsight.

Technical Skills

Intel & Research

Win/loss programs, competitive intelligence, analyst relations, customer advisory boards, market sizing.

Content & Enablement

Storytelling, deck systems, battlecards, demo narratives, CMS/workflow tooling (Notion, Confluence, Highspot).

Launch & Measurement

Launch playbooks, campaign orchestration, product analytics, KPI dashboards, feedback loops to product & growth.

SaaS Tools & Platforms

CRM, GTM & Lifecycle

Salesforce, HubSpot, Pipedrive, Apollo, LinkedIn Sales Navigator, Mailchimp, Braze, Customer.io, WhatsApp Business API, Stripe, Google Ads, and Meta Ads.

Product, Analytics & Support

Jira, Linear, Notion, Confluence, Figma, Airtable, GA4, Looker Studio, Mixpanel, Amplitude, Hotjar, Intercom, and Zendesk.

Delivery, Cloud & AI

Git, GitHub, GitLab, Bitbucket, GitHub Actions, GitLab CI, CircleCI, Jenkins, Docker, Kubernetes, Terraform, CI/CD pipelines, Slack, Microsoft Teams, Google Workspace, AWS, Google Cloud/Firebase, Cloudflare, Vercel, Netlify, VPS/cPanel, PostgreSQL, MySQL, Sentry, Datadog, OpenAI API, Claude, Claude Code, Codex, Cursor, MCP, RAG, vector search, prompt/eval workflows, and agent tooling.

Selected Projects

Topolo platform: Edge-native business software ecosystem spanning identity/OIDC, developer onboarding, CRM, roadmapping, billing/payments, AI gateway, notifications, admin tooling, commerce, workflow automation, media operations, and customer support.
Platform infrastructure: Cloudflare Workers architecture with generated deployment manifests, staging/production targets, service-to-service auth, scoped JWT/JWKS authorization, CI/CD, D1/KV/R2/Vectorize/Queues/Durable Objects, and deployment orchestration tooling.
JustCook SaaS and JustFeed: Food-tech operations and mobile subscription platform covering ordering, inventory, recipes, procurement, routing, payments, lifecycle messaging, and reporting.