wmaclaggan@gmail.com

📞 (415) 595-3463

📍 Mill Valley, CA

WESLEY MACLAGGAN

Product, Marketing & GTM Leader with 15+ years of experience launching SaaS products, shaping B2B positioning, and driving PLG-to-enterprise growth. Expertise in translating technical capabilities into compelling value , enabling sales-assisted expansion, and scaling marketing at the intersection of AI, product, and revenue.

Resume (pdf) LinkedIn

Skills

Go-to-Market Strategy

Product Marketing

Sales Enablement

Generative AI

Product-led Growth

Messaging and Positioning

Customer Research

Product Strategy

Cross-functional Leadership

Competitive Analysis

Feature Launch/Adoption

Customer Lifecycle Strategy

Digital Advertising

CMO @ Marin Software (2017-2025)

SaaS platform for reporting, managing, and optimizing digital marketing

1

Generated $195M in pipeline

Recruited and led a team of 15 across brand, demand generation, and product marketing.

2

Owned positioning and messaging

Across SaaS portfolio, Translated complex ad tech capabilities into clear value for marketers and agencies.

3

Launched a generative AI chat interface

Partnered with Product on pricing, packaging, and roadmap prioritization for SaaS and AI-driven features

4

Developed and executed partnerships

With Google, Microsoft, Amazon, and Walmart, delivering multimillion-dollar revenue impact.

  • Redefined go-to-market strategy, launching a multi-tiered SaaS offering, including a freemium model, to drive product-led growth
  • Developed and executed partnerships with Google, Microsoft, Amazon, and Walmart, delivering multimillion-dollar revenue impact
  • Increased sales-qualified leads (SQLs) 100% YoY by implementing an AI-driven, account-based marketing (ABM) strategy.
  • Built scalable launch frameworks and cross-functional GTM processes to support rapid shipping culture.
  • Orchestrated global thought leadership initiatives, including 15+ prospect and customer webinars (each generating 1,000+ MQLs), conferences with hundreds of attendees, and industry events (Dmexco, SMX, eTail).
  • Led digital ad strategy (search, social, display), optimizing campaigns with AI-based bidding and audience segmentation.

Previous Leadership Roles

1

Head of Product @ Humanity, Inc. 2016

SaaS HR platform for managing hourly workers, through the web, iOS, and Android apps

  • Overhauled UX and branding, improving user engagement with historically low churn
  • Streamlined product operations, restructuring PM and UX teams for faster development cycles and improved alignment.
  • Led a team of 10 product managers and designers, delivering 150+ releases across web, iOS, and Android.
  • Reduced customer onboarding time by 75% with guided setup and automation.
  • Expanded enterprise adoption, securing key customers like Tesla by enhancing scalability and API integrations.
2

MacLaggan Advisors 2015-2016

  • Guided Snaps, Inc. product strategy for its mobile keyboard platform.
  • Developed digital coupon strategy for Valassis Digital.
3

Head of Product @ Marin Software 2008-2015

  • Scaled revenue from $0 to $100M, leading core product development and search ad optimization tools while scaling the product team from 4 to 25 people.
  • Unified a fragmented product suite, creating a single enterprise-grade platform used by Fortune 500 brands.
  • Implemented predictive budgeting and AI-driven optimization tools, improving campaign ROI for enterprise advertisers.
  • Expanded into global markets, launching localized versions for Japan and Europe.
  • Supported two strategic acquisitions, strengthening product capabilities and expanding market reach.
4


Director of Marketing @ AreYouGame.com (2007-2008)

  • Accelerated eCom Growth
  • Improved conversion rate with comprehensive website relaunch
  • Managed Seasonal Pricing
  • Implemented strategic promotions to maximize peak season revenue
  • Expanded Distribution
  • Developed partnerships with Amazon, Walmart, and Toys-R-Us

Early Career Experience

Engagement Manager @ APT (2004-2007)

Enterprise SaaS to measure the impact of pricing, marketing, operations, and CapEx. (acquired by MasterCard)

Data-Driven Optimization

Led experiments for Fortune 500 clients to optimize business performance

Product Enhancement

Defined key improvements based on customer research and feedback

Sr. Engagement Mgr. @ Mercer Management Consulting (1998-2004)

General management and strategy (acquired by Oliver Wyman)

Advised clients on strategic and business issues, including corporate strategy, identification of new market opportunities, and evaluation of new business designs and products.

Tools & Education

Product & Analytics

JIRA, WalkMe, Pendo, Google Analytics, Hotjar

Marketing & Sales

Salesforce, Hubspot, Marketo, Crayon, SurveyMonkey,, Gong,

Productivity

Gamma, Excel/Sheets, PowerPoint/Slides

Design

Photoshop, Illustrator, Figma, Webflow, Canva

Collaboration

Asana, Slack, Airtable, Notion, Miro

Dev & Automation

SQL, Python, Zapier, Make, n8n

Video & Content

Loom, Vidyard, Camtasia, Final Cut

AI

ChatGPT, OpenAI APIs, Claude, ElevenLabs, RunwayML, Granola

B.A in Economics, Dartmouth College

Captain, Varsity Sailing Team

Product Marketing Portfolio

MarinOne Platform Launch

Challenge: Marin Software, a leader in paid search, lagged as digital advertising diversified. Sales struggled to secure meetings due to an outdated platform.

Solution: We launched "MarinOne," a next-gen platform, to signify a fresh start while leveraging existing brand equity. Messaging focused on unifying disparate ad channels, supported by a full brand refresh, website overhaul, and prominent industry event presence.

Impact: Inbound leads surged, sales saw higher first-call conversions, former customers re-engaged, and new prospects reconsidered the platform.

Product Experience & Demo Strategy

Challenge: Enterprise buyers expected consumer-like "try-before-you-buy" experiences, but Marin’s platform required complex data onboarding, creating sales cycle friction.

Solution: We introduced interactive "Aha Moments" on the website for powerful workflows and short "Look How Easy" demos solving key tasks, emphasizing results and usability over just features.

Impact: Buyers arrived better informed, discussions shifted to outcomes, shortening sales cycles and positioning Marin as more intuitive.

Pricing Architecture & Market Positioning

Challenge: With a minimum price point significantly higher than low-cost tools, Marin faced perception issues in a price-sensitive market, and prospects struggled to justify the premium.

Solution: We implemented a tiered pricing model—Connect, Ascend, and One—each aligned with clear features and use cases, catering to both entry-level and enterprise buyers without diluting value.

Impact: Pricing conversations became easier, Marin's value was reframed, and deal closure rates increased. The presence of options reduced friction for sales.

Custom Knowledge Management

Challenge: Marin’s sales and customer success teams relied on a scattered collection of Google Docs, Slides, and outdated intranet pages, leading to inconsistent messaging and prolonged onboarding times.

Solution: We leveraged our existing Webflow marketing site infrastructure to build a custom internal enablement hub. This central repository featured product one-pagers, competitive battlecards, sales playbooks, and training modules, all searchable and regularly updated.

Impact: Sales cycles shortened, customer success improved its support efficiency, and new hires ramped up faster, ensuring a consistent and accurate understanding of Marin’s offerings across all customer-facing teams.

In-App Feature Spotlights

Challenge: Users were missing new features due to rapid platform improvements and engineering’s lack of bandwidth for onboarding experiences.

Solution: We built CMS-driven splash screens for login to highlight new releases and integrated WalkMe for contextual, click-through guides. Content was modular for repurposing across email, blog, and social.

Impact: Feature discovery and adoption rates improved, leading to deeper user engagement. An analytics-driven feedback loop also boosted underperforming features post-launch.

Data-Driven Content Marketing

Challenge: Marin possessed extensive performance data across verticals but wasn’t leveraging it for thought leadership or demand generation; insights remained locked within the platform.

Solution: We created quarterly benchmark reports, evolving from static PDFs to interactive dashboards visualizing trends by industry and platform, helping advertisers benchmark campaigns.

Impact: Reports became top-performing content assets, consistently driving MQLs and re-engagements, and provided Sales with credible, data-backed reasons to engage prospects.

Interactive Sales Sheets

Challenge: The COVID-19 pandemic eliminated live events, making static PDFs and clunky attachments ineffective at capturing buyer attention or tracking engagement, feeling dated and difficult to share.

Solution: We converted core sales materials into responsive landing pages featuring embedded video, interactive elements, and contextual resource links. Email tiles replaced raw URLs for clean, branded sharing.

Impact: Improved Marin’s perception in early interactions and provided Sales with measurable prospect engagement insights. Integration with ABM systems allowed for better targeting and timely follow-up.

“This Week in Digital” Newsletter

Challenge: Traditional lead generation tactics were being ignored. Marin needed a scalable, long-term method to reach digital marketers without appearing overtly sales-driven.

Solution: We launched a weekly newsletter curating ad industry news with a witty, insider tone that resonated with practitioners. Over time, we earned the right to embed product updates and gated content.

Impact: The newsletter built a loyal audience of tens of thousands, driving steady MQL growth, and reinforced Marin’s brand as both credible and culturally in-tune with its user base.

AI Chat Launch

Challenge: Advisor, our AI-based chat UI enabled users to rethink their workflows for efficiency and advanced insights, but they didn't always know where to start.

Solution: We built a series of in-app examples to show the new opportunities created by this innovative tool. Users also had pre-built prompts that they could run on their data.

Impact: With better guidance and training, Advisor was the fastest growing feature in Marin's history.