Senior Marketing Leader Toronto, ON

Cześć, jestem Zuzanna Geib.

I make complex products feel simple. Easier to understand. Easier to sell. Easier to say yes to.

See the work → LinkedIn ↗
Zuzanna Geib

Slide to say it in buyer

Same product, two descriptions. Drag the slider.

How the product team says it What buyers should hear

Complex 0% Obvious

About

I care about getting it right,
not just getting it done.

I spent over six years on a product that kept getting more capable, and with that, more complex. Positioning work was never finished. Every release changed what it could do, so the story had to keep up. That's the gap I work in: the distance between what a product can do and what a buyer sees it can do for them.

Closing that gap is part research, part writing, part data analytics, and all the little tasks in between, all equally important. The part I enjoy most is when it finally clicks: sales stop improvising, customers start repeating your own sentences back to you, and a team that was pulling in four directions agrees on what it is actually selling. That's what I build: the message, plus the sustainable systems that keep it true.

Strategy & brand

  • B2C & B2B Go-to-Market
  • Brand Repositioning
  • Product-Led Growth
  • Account-Based Marketing
  • ICP Definition
  • Enterprise Sales Enablement

AI & marketing ops

  • AI Adoption & Automation
  • Workflow Automation
  • HubSpot (Expert)
  • CRM Alignment
  • Attribution Modeling
  • ROI Analysis

Demand generation

  • Pipeline Generation
  • Funnel Optimization
  • Outbound
  • CAC Reduction
  • Conversion Rate Optimization
  • Paid Media

Leadership

  • Cross-Functional Leadership
  • Budget Ownership
  • Remote Team Leadership
  • Stakeholder Management
  • Mentorship

Selected work

Where the work
paid off.

A consumer app that had to grow up to scale. A lead engine that had to think and qualify for itself. A small European vendor that had to look safe to a global enterprise. Different stories, different problems. What I did and what it changed.

The problem

magicplan was a room-sketching app users and individual consumers loved. The business needed enterprise field-service customers, who buy documentation they can defend in front of an insurer, and not just a handy AI tool. And the significant and steady organic App Store growth could not be put at risk.

The approach

I defined the ICP and messaging frameworks for field services and rebuilt the positioning end to end, while running the B2C and B2B motions side by side so the app kept growing both, organically and commercially.

What shipped

  • ICP and messaging frameworks
  • Full brand repositioning, B2C to B2B
  • B2B bundles and project-based tiers
  • ROI calculators and case studies for sales
  • App Store and Google Play assets
B2C → B2BCategory repositioned
EnterpriseNew buyer defined & won
SustainedConsumer growth held

The problem

A company operating without outside capital, where growth had to come out of efficiency rather than spend, all managed by a small team spread across Germany, Canada, and the US.

The approach

I built AI-driven automation into the go-to-market system itself, scaling content output and cutting lead-handling cycle times, so a small team could run enterprise-grade marketing.

What shipped

  • AI automation framework across content and lead handling
  • HubSpot as the operating system
  • A small, remote team across three countries
BootstrappedNo outside capital
EfficientTop-decile unit economics
3 countriesSmall, international team
ZeroRegrettable attrition

The problem

High-volume App Store traffic with no built-in way to separate casual DIY users from enterprise buyers. Result? Sales spent time working two leads who looked identical on paper but couldn't be more different in reality.

The approach

I worked with Product, Sales, and CS to identify the in-app signals that separated users who genuinely got value from those just trying it out. I turned those signals into unique qualifiers for a PQL framework and routed high-intent traffic into a targeted qualification flow instead of a generic form.

What shipped

  • PQL framework built on in-app activation signals
  • Activation flow for the field-services ICP
  • Lead scoring and routing, Lead to PQL/MQL to SQL
  • Automated onboarding
  • NPS framework and customer feedback loops
PQL engineBuilt from scratch
MajorityOf enterprise pipeline
Higher intentLeads matched to ICP
Product-ledQualification flow

The problem

Enterprise and public-sector buyers were careful to sign with a small, European vendor. Deals stalled at the security review, which is late, expensive, and hard to recover from.

The approach

I turned ISO 27001 into a Trust and Compliance narrative and a competitive position that framed a small vendor as an enterprise-grade solution, answering the objection before it ever reached the security questionnaire.

What shipped

  • Trust and Compliance positioning
  • Competitive strategy for enterprise deals
  • Go-to-market across North America, Europe, and APAC
  • Enterprise sales enablement
ISO 27001Trust & compliance narrative
EMEA & APACMarkets opened
MajorityOf new revenue international

The problem

FacilityOS acquired SCLogic and rebranded it as LogisticsOS. Two different products with two different histories, and distinct buyer groups. One platform story to cover it all.

The approach

Unify the positioning across the platform and the module portfolio, and build the functions that make enterprise credibility repeatable instead of ad hoc.

In motion

  • Unified platform and module positioning
  • Win/loss insights program, built from scratch
  • Customer Advisory Board
  • Analyst relations function
  • Sales enablement and competitive strategy
●Currently building

AI-native product marketing

A quarter’s work,
on a weekly loop.

AI made it possible for me to be a lot faster at finding out whether an idea was actually right, giving me the extra time to focus on making the judgement calls and polishing the final result. Research, positioning, assets, publishing, analysis: the process that used to take me a quarter now runs in a week. On repeat.

Stage What the agents do What I decide
Research Reads every sales call, ticket, review and competitor page, then clusters what keeps coming up Which pattern is real and which is noise
Positioning Drafts alternatives and stress-tests each one against the evidence Which claim we can defend, and which one we want to own
Building Assembles briefs, battlecards and one-pagers from the same source of truth What sales actually needs on a Tuesday morning
Writing Produces variants at volume, in voice, in multiple languages Which sentence sounds like something a customer would say
Publishing Routes, schedules, localizes and writes it all back to the CRM What ships, when, and to whom
Analytics Watches the funnel and flags what moved before anyone asks What it means, and what we change next

Repetition is the strategy

Most positioning fails because it gets tested once a quarter. When research, drafting, and analysis run in hours, you can take the time to find the exact wording your market uses before your competitors even finish their first draft.

Iteration · Experimentation

I say it the way I'd want to hear it

AI is excellent at volume, but not great at knowing which sentence your customer would actually say out loud. I use it to reach twenty options quickly, then spend the time where it counts: on the one that makes buyers instantly get it.

Judgment · Voice · Editing

Reuse and automate

Every successful workflow I create gets reused, corrected, and extended. The ICP work feeds the drafting, the drafting feeds enablement, and the analytics feed all of it. A year in: a system running entirely on hard data instead of guesswork and scattered documents.

Systems · Knowledge · Enablement

One workflow, end to end

Most companies still only use AI to write emails faster. This is what it looks like when AI runs the compounding machinery of marketing, and where a person still decides if it actually makes sense.

Trigger
In-product activation signal Inbound or App Store lead CRM stage change
Agents
Research the account Score against the ICP Segment & enrich Draft the follow-up Route to an owner
Human
Is this real, and is this the right thing to say? Would I buy it if someone sold it to me like this?
System of record
Lifecycle, ownership, attribution, reporting

The playbook

From listening
to launch.

Six bulletproof moves to build a product that sells itself:

01

Start with customer research

Customer conversations, win/loss analysis, and listening to sales calls reveal the truth: understanding why buyers actually buy vs. why companies want them to buy is the foundation for messaging that actually lands.

Research · Win/Loss · VoC

02

Define who it's for

ICP definition that's specific: segment, trigger, buying committee, and the accounts we choose not to pursue. Many positioning problems turn out to be audience problems.

ICP · Segmentation

03

Say it plainly

Words that actually work on a live sales call. The rule is simple: if you don't understand it, chances are, your prospect won't either.

Positioning · Messaging

04

Price it against the value

Packaging and pricing that match how the buyer thinks about value, rather than what makes the most sense for the product team.

Pricing · Packaging

05

Build the system underneath

A unified motion from first touch to renewal that runs smoothly in the background, automating repetitive tasks so your team can focus purely on high-judgment strategy.

Automation · RevOps · PLG

06

Measure the outcome

Sales, product, and marketing aligned on the same story, and measured on pipeline, conversion, and customer retention—and not metrics like impressions and activity.

GTM · Enablement · Impact

The route

Poland, Germany,
Canada. So far.

Katowice, Berlin, Munich, Montreal, Toronto, and open to what comes next. Ten years, four languages, one recurring job: making complex products feel simple.

  1. 2026 —

    Senior Product Marketing Manager

    FacilityOS · Toronto

    Unifying positioning across the FacilityOS platform and LogisticsOS, and building the win/loss program, Customer Advisory Board, and analyst relations from the ground up.

  2. 2023 — 2025

    Head of Marketing

    magicplan · Toronto

    Owned the full marketing function, reporting to the CEO. Drove the B2B transition, built the AI-powered GTM system, and led a team across Germany, Canada and the US.

  3. 2021 — 2022

    Product Marketing Manager

    magicplan · Germany

    Built the core processes and tools that let the company move from a consumer product to a B2B business, including the PLG workflows and enterprise readiness.

  4. 2020

    Digital Marketing Manager

    magicplan · Germany

    Implemented HubSpot company-wide for sales, marketing and support, with the automated workflows and lead management everything later ran on.

  5. 2019 — 2020

    Junior Digital Marketing Manager

    magicplan · Germany

    Global search, retargeting and App Store campaigns. Led the website rebrand with an external partner, and ran the A/B testing program on landing pages, messaging and creative.

  6. 2018 — 2019

    Junior SEM Manager

    Westwing.com

    Home and living e-commerce, at scale.

  7. 2016 — 2018

    Working Student, Marketing

    Market Logic Software · Berlin

    B2B SaaS for market intelligence. Where technical complexity stopped being intimidating.

  8. 2016

    SEM Intern

    STYLEBOP.com · Berlin

    High-end luxury fashion e-commerce. The first lesson in how people search for what they want.

Education & certification

  • Master of Arts, International BusinessHTW Berlin
  • Bachelor of Arts, International BusinessHTW Berlin
  • Product Marketing CertificationProduct Marketing Alliance · 2022
  • Executive Education, Digital CommunicationSDA Bocconi, Milan · 2021
  • Women in Data ScholarshipStackFuel & Telefónica Deutschland · 2020
  • Leadership CoachingOngoing since 2022

Four languages, multiple markets

Going to market across Europe and North America means meeting customers on their terms—in the language they actually use, not the one head office prefers.

  • CześćPolish
  • HalloGerman
  • HelloEnglish
  • CiaoItalian

Let's talk

Got a product that’s better
than its reputation?

Usually that’s a positioning problem, and it’s a fixable one.

Message me on LinkedIn ↗ Email