dani_kellogg
product_marketing / seattle

I Like Turning Complicated Things Into Stories That Land.

For 10+ years I’ve done product marketing at technical B2B startups—AI/ML, data infrastructure, sales tech. These days that same instinct shows up in what I write and the side projects I can’t leave alone.

See My WorkRead My Writing

// about

A Bit About Me

I’ve spent the last 10+ years in product marketing at technical B2B startups—AI/ML, data infrastructure, sales tech, no-code platforms. I’ve built the function from scratch a few times over, at a couple of companies that ended up getting acquired. These days I’m doing that same work at my current company, and using this space for everything else: writing, side projects, and whatever’s currently got my attention. I live in Seattle with my wife and three kids. When I’m not at a keyboard, I’m usually exploring the Pacific Northwest, playing Minecraft with my kids, or tinkering with whatever hobby I’ve picked up this month.

Knack
Mode
CastorDoc
LeadIQ
Wallaroo
Qualtrics

// principles

Principles That Guide My Work

Create Order, Stay Flexible

Ambiguity is part of the job. The key is finding a path forward and not being afraid to adjust when things change. Staying situationally aware and adapting as you go is what actually moves things forward.

Less Ego, More Impact

My focus is on what will make the most impact right now. Is it 10,000-foot strategy or finishing a slide deck for a critical sales call? Good work means going wherever you need to go to move the needle, regardless of what the task looks like.

Cross-Collaboration, Not Silos

The best outcomes happen when product, engineering, sales, and marketing work together. Being the translator and connector between teams isn't extra work—it's how you get anything meaningful done. Working in a silo kills momentum.

Know What's Under The Hood

Product in Product Marketing, is critical. Understanding how products actually work enables real conversations with technical teams and ultimately clearer GTM motions. You don't need to build it, but you should understand it well enough to represent it honestly.

Always Be Iterating

Perfect doesn't exist, and waiting for it wastes time. Staying directionally correct and always iterating toward the goal is what works. Plant your flag, set a baseline, measure against it, and get 1% better every day. Progress compounds.

Authenticity Is Key

Keeping it real matters, especially in the age of AI. Whether it's team communication, product launches, or content, people can tell when something's genuine versus generated. Authenticity builds trust and keeps us human.

// work

Where I’ve Made An Impact

Senior Product Marketing Manager | Enterprise Experience Intelligence

Qualtrics

At Qualtrics, I owned product marketing for Voice of Customer, and led segment strategy for low-maturity and mid-market customers within their Customer Experience product suite. I built a structured ICP framework for the mid-market segment, informed by customer and market interviews, win-loss analysis, and feedback loops across sales and field teams. I led competitive intelligence for mid-market and built scalable systems and templates that optimized the cross-functional product-launch process for multi-feature launches. I was the lead PMM on the company's largest Customer Experience launch of the year, coordinating with Product and downstream GTM teams and translating in-flight product strategy into training material used across the org.

"She is never afraid to ask the hard question, challenge conventional thinking, or dig several layers deeper to understand the product, customer, or problem."
Nicole Caven – Senior Product Marketing & Go-to-Market Leader, Qualtrics
Qualtrics platform

Senior Product Marketing Manager, Lead | Data Governance

CastorDoc

I joined CastorDoc, a French startup, as part of their US expansion and their first product marketer. I built the PMM function from scratch and set up a GTM rhythm with the product team across a 9-hour time difference—core positioning and messaging, a full rebrand, and the company's first PMM metrics dashboard and win/loss process.

"She established rhythms and processes with the product team, defined our GTM and launch process, and owned company positioning as the company pivoted strategy in a competitive market."
Marcela Heywood – Head of Marketing
CastorDoc interface

Senior Product Marketing | AI & MLOps

Wallaroo AI

I joined Wallaroo after a marketing motion that hadn't landed, with a mandate to rebuild the function on close to zero budget. We cut $100K in unnecessary spend, refocused every channel around one narrative, and turned that into real qualified pipeline—plus a positioning refresh built to speak to the whole buying committee with a more cohesive brand.

"Partnering with Dani was a game-changer. She expertly rebooted our marketing, branding, and positioned Wallaroo.AI as a leader in the AI software market."
Stephen Spellicy – COO
Wallaroo AI dashboard

Product Marketing Manager | Data Analytics

Mode Analytics

At Mode I led the flagship product launch alongside a company rebrand, building the personas and segmentation that shaped messaging and sales strategy for the launches that followed. The sales enablement and competitive positioning work from that stretch carried through to the company's eventual acquisition.

"Her strong background in product combined with her project management skills and ability to ramp up incredibly quickly in ambiguous environments made her a fantastic asset."
Katie Paxson Flynn – Director of PMM
Mode Analytics dashboard

Senior Product Marketing Manager | Sales Tech

LeadIQ

At LeadIQ I rebuilt the PMM function during a company pivot—new positioning and messaging company-wide, a new strategic direction built around buying signals, and a GTM framework for product launches that held up across multiple product lines in a crowded market.

"Dani transformed our product marketing at LeadIQ and rebooted the motion from the ground up... significantly improving our market strategy in a crowded space."
Joerg Koehler – VP Marketing
LeadIQ platform

// testimonials

Kind Words From People I’ve Worked With

"Dani is one of the most AI-literate people I've worked with, she can go deeply technical but also knows how to translate that for people who don't live in that world. Her curiosity, tenacity, and desire to build is infectious, and makes others want to level up alongside her. Dani doesn't just talk about ideas, she goes and builds them. She's also a genuinely collaborative, generous person who I felt lucky to work with."

Arielle Jendruh

Market Intelligence Leader, Qualtrics

"I had the opportunity to work with Dani, and she is one of the most technically curious and fearless PMMs I've worked with. She is never afraid to ask the hard question, challenge conventional thinking, or dig several layers deeper to understand the product, customer, or problem. She brings a strong focus on impact and is at her best when she can really dig into a problem, follow her curiosity, and do thoughtful, high quality work."

Nicole Caven

Senior Product Marketing & Go-to-Market Leader, Qualtrics

"Dani is smart, professional & dedicated. Whether presenting to stakeholders, conducting customer interviews, or crafting marketing materials, Dani's communication skills are impeccable. Dani is a versatile marketer and adapts really well to any challenge she has to overcome."

Xavier de Boisredon

Co-Founder & COO at CastorDoc (now Catalog by Coalesce)

"Dani was one of the first people I hired when building out the product marketing team at Mode. Her strong background in product and product education combined with her project management and organizational skills made her a fantastic asset."

Katie Paxson Flynn

Director of Product Marketing, Thoughtspot (formerly Mode)

"From synthesis of initial customer feedback to the iterative improvements on Alpha and Beta programs, Dani consistently found ways to enhance our internal operations, keep us customer-focused, and maintain forward momentum. Her diverse skills make her a tremendous asset to any organization."

Samantha Ferguson

Staff Product Designer @ dbt Labs (formerly Mode)

"Dani has been amazing to work with. She has been a great pedagogue when it comes to explaining the complexity of the data ecosystem to our clients, prospects and partners. She is a very talented and reliable builder."

Tristan Mayer

Co-Founder & CEO at CastorDoc (now Catalog by Coalesce)

"Dani is an exemplary human being. We worked together for over 7 years in 2 different companies, and in both roles they always brought a charismatic and creative perspective to any conversation. Dani is also a builder by heart."

Nic Galluzzo

Co-Founder @ ProductColab (formerly Knack & Mode)

"Dani was a pleasure to work with. She came prepared to every meeting, kept large groups focused on the goals at hand, and always brought a product marketing lens to the table. She understood the data science audience well and was a total team player, who always brought good energy in Mode's fast-paced environment."

Jessica Schimm

Content Team Lead at Hex (formerly Mode)

"Dani is an extremely talented marketer who can handle anything you throw at them. They're thoughtful in their approach and do a great job of bringing even the most granular product details to bear on the broader story you're trying to tell in market. I'd jump at the chance to work with them again!"

Brooks Chambers

Brand leader and Creative Director (formerly Mode)

"Dani's an incredibly resourceful and effective product marketer of technical products. Having worked at startups for so long, Dani can actually execute on everything from strategy and research to content and design. Truly a fullstack product marketer."

Tim Hinds

Tech Product Marketing Leader

// writing & speaking

Notes on Product Marketing & Whatever Else

I write on Substack about product marketing, technical B2B, and whatever else has my attention. Read it here

Past Writing & Speaking

PRODUCT_BLOG

Track job change signals with AI using our new Salesloft Rhythm integration

LeadIQ →

THOUGHT_LEADERSHIP

AI: The Age of Synthesis

AI Accelerator Institute →

PMA_SUMMIT_SPEAKER

Video: Building Technical Product Marketing Teams

YouTube →