Inspirational Woman: Kelly Singsank | Director of Product Marketing, m3ter

Kelly SingsankKelly is the marketing lead for m3ter, a tool that helps companies capture their true value by deploying and managing usage-based pricing.

Prior to joining m3ter in 2022, Kelly was at Salesforce for 6 years working across San Francisco and London, and most recently led the Product Marketing team for the UK and Ireland.

She has worked across a breadth of roles including sales, customer success, and product marketing at RelateIQ (a startup which was acquired by Salesforce) as well as Oracle.

Tell us a bit about yourself, background and your current role

A bit about my background… I grew up in California just outside of San Francisco, and so was surrounded by the tech world with Silicon Valley, as well as both of my parents having successful careers in tech. I always loved science, so I followed my passion and studied Environmental Science at university. But the familial pull to tech was magnetic, and after graduating I fortuitously started my first job in Sales at Oracle. While it wasn’t the original path I envisioned, I instantly fell in love with technology.

I’m very grateful for the path this launched me on - from then joining a startup, RelateIQ, to experiencing an acquisition by Salesforce, where I ultimately spent 6 years (including a move to London with the company!), before taking the leap back into the startup world at m3ter.

After meeting the m3ter team, I had an instant pull to the people, the growth opportunities, and the product. The culture the Founders have built is supportive, fun, and challenging. It’s exciting to be part of building something incredible from the beginning. In my role today, as the first marketer, my top priority is product marketing - building out our messaging, defining our content strategy, and working with the product and sales teams to build and sell the product. Over time my role will evolve as we focus on different areas of marketing.

Did you ever sit down and plan your career?

At the beginning, definitely not. I had a steadfast desire to go into science or medicine, but as I progressed through University my feelings waned. I decided to move to San Francisco, and that’s really what set me on my path in technology. At RelateIQ I had the opportunity to explore different roles and see what I enjoyed the most - from Business Development, to Customer Success, and ultimately finding what felt like home in Product Marketing.

After the acquisition, I moved into Salesforce and started to become much more intentional about my career. I landed on a great team in San Francisco, and was able to really build out my PMM toolkit there. My longer term ambition became to eventually return to a startup, but I knew I had so much to learn at Salesforce that I didn’t want to leave until I gained more experience and was at a level to build a team wherever I went. I pursued a move to London with Salesforce for international experience, and ultimately led the Product Marketing team for the UK & Ireland.

I’ve now realised my goal of returning to a startup as the first in-house marketer, and I’m excited to see what is next for me in my career journey. My goal is to become a CMO, but what’s fun about a career journey is learning more about yourself and what you enjoy with each step, and that process will never stop.

Why did you take the leap from a big, established tech company to a startup that had just emerged from stealth?

There are so many great parts of working at a big technology company - the ample resources, training, big budgets, established processes, brand recognition, and more. What appealed to me about m3ter was the chance to be a part of the founding team. Every decision you make and project you progress has a tangible and significant impact on the business. You also get direct exposure to more parts of the business; I now have the opportunity to lead other marketing functions beyond product marketing. I was invigorated by the chance to do all of this.

What challenge in the market is m3ter solving? Why did the vision excite you?

The product is leading a category that is new and will change pricing for SaaS businesses forever. After meeting the m3ter team, I had an instant pull to the people, the growth opportunities, and the product.

m3ter launched from stealth in February with $17.5M in seed funding, and I joined soon after in August. The Co-founders are repeat entrepreneurs who had previously built and sold a company to AWS, and they experienced the exact problem we’re solving for at their previous company - when your product is priced based on how much your customers actually use it (rather than a flat license fee), it’s incredibly challenging to accurately and efficiently bill for this. With m3ter, we help SaaS companies to intelligently deploy and manage usage-based pricing (UBP).

What has been your biggest career achievement to date?

I’m going to give 2 answers here! First, my move to London was both a big professional and personal move. Moving to a new city, let alone a new country, with no friends as an adult is honestly quite scary. But I wanted to push out of my comfort zone, and the last 4 years here have been transformational. I’ve had experience meeting and working with people from across the world, learning about business in a new market, and the travel across Europe isn’t so bad either!

Second, I’m incredibly proud of the team I had the opportunity to lead at Salesforce. The role of a people manager has been my favourite job yet. I loved building close relationships, learning about what made each person tick, and seeing them grow into their roles and thrive. We were able to achieve a lot of amazing things together.

Do you believe there are still barriers for success for women working in tech, if so, how can these barriers be overcome?

The answer to this question will be different and unique for every woman. I am personally very grateful that I have not felt restricted or limited in my career thus far because of my gender. That being said, unfortunately there are many women who have had the opposite experience.

One of the most actionable ways we can continue to uplevel the women around us is to mentor and coach them. Mentorship is such a powerful tool, and with more women AND men offering to mentor females around them, I really think we can all do better, more inclusive work.

From a personal experience, my career would not be where it is today without mentorship from a variety of individuals across companies and roles. I have a former manager who has become an invaluable mentor. He has helped me navigate every step of my career, been a steadfast advocate, and is a safe space to discuss challenges and opportunities at work. He says he’s gotten just as much out of the relationship as I have, and has become a big advocate for equal representation at the table.

What top tips would you give to an individual who is trying to excel in their career?

I am early enough in my career that I’m going to share tips based on what has worked well for me personally. But, there is no one-size-fits-all, and this list could go on!

  • Be yourself - Life is too short to pretend to be someone else. It’s exhausting and unsustainable, and frankly, it won’t work long term. People like to work with people who are authentic. So be kind to the people around you, earn their trust, and be yourself, and in return you’ll deliver better work and will have fun while doing it.
  • Network and invest in relationships - Networking is so key to advancing your career, finding new opportunities, building mentors, and more. Develop and invest in these relationships over time - not just when you need them for something. You’ll be amazed at where the power of a great network takes you.
  • Deliver work you’re proud of - It’s about how you do things that matters. Delivering high quality work will help you with promotions if you’re where you want to be, and with transitions if you want to make a shift. It’s much easier to be an advocate for someone who takes pride in their work and you can trust, no matter the task!