Role: Product Strategy Lead
Company: NinthDecimal (acquired by InMarket)
Year: 2020
🧩 Challenge
In a consolidating and highly scrutinized adtech landscape, NinthDecimal sought to maintain leadership in location-based intelligence while navigating increasing privacy regulations (CCPA, GDPR) and macroeconomic headwinds (COVID-19). To stay competitive, the company needed to scale through strategic partnership or acquisition — and demonstrate differentiated value.
🧠 Strategy
- Positioned NinthDecimal’s offline-to-online attribution platform as a key differentiator for omnichannel measurement
- Led GTM initiatives that showed NinthDecimal’s value to top-tier clients (e.g. Pinterest, agencies)
- Supported due diligence and alignment efforts with InMarket’s leadership pre-acquisition
- Ensured product positioning highlighted non-overlapping, complementary capabilities
⚙️ What I Contributed
- Drove internal alignment on value prop, pipeline positioning, and pricing strategy across product and sales
- Partnered cross-functionally to map product overlap and prepare for tech & org integration
- Enabled seamless transition of enterprise accounts with <2% overlap in revenue, preserving client trust
- Collaborated with exec team on “better together” narrative and integration plan for employees + customers