Transforming Marketing Expertise into Product Innovation

Transitioning from a career in marketing to product management may seem like a leap, but for those with a passion for building solutions and driving innovation, it can be a natural evolution.

Below, Tair Schwartz, Senior Product Manager at adMarketplace, shares how she has navigated the tech industry utilizing her marketing background to create impactful solutions, and how empathy and critical thinking have become her greatest tools for success.

What sparked your interest in pursuing a career in product management?

My career started in brand and performance marketing and there hit a point where we needed to develop custom attribution models and dashboards for our campaigns. We brought developers on board, and I quickly realized there was a need for a subject matter expert to liaise between marketing and development. 

That’s when I found myself naturally shifting into product management, even without fully realizing it. I found that I prefer helping to build solutions from the ground up rather than using or marketing the solution once it’s been developed. 

Coming from a marketing background, I especially enjoyed developing products for marketers because I can truly empathize with their perspective, and that’s been a constant throughout my career.

What was your path like moving from a Product Manager to a Senior Product Manager?

Because I transitioned from a senior marketing position I didn’t follow the typical path of a new Product Manager. I focused on products that were geared towards marketers. I started with a focus on execution, and progressed to work on more long term strategic planning. I was required to think about where we wanted to take both the product and the business and to anticipate how the industry might evolve.

What do you wish you had known about tech when you first started out?

One important lesson I had to learn along the way is that product management isn’t ideal for someone who struggles with saying "no,” or has a people pleaser mentality. You have to set expectations across the board and be comfortable with tough decisions—whether it’s delaying a feature or rejecting an idea entirely. 

In product, you have to ask critical questions like, "Where is this request coming from?" and "Is there a better solution?" It’s not just about pleasing everyone but rather about delivering the right solution at the right time.

How do you determine which projects to prioritize?

It’s all about managing competing priorities and aligning them with the north star metrics of the business. For instance, are we focusing on revenue or growth? Once you identify which metric is the current priority, the initiatives and projects naturally align themselves.

In a B2B context, understanding what moves the needle most for the business is key. This is also balanced with short term benefits versus long term strategic moves.

What soft skills have been critical in your career growth?

Empathy is an important skill in any field, but particularly product. It’s important to always consider the person you’re speaking with and truly understand the problem from their perspective. 

Another skill is pattern recognition—distinguishing between one-off issues and recurring problems. If a problem persists, it indicates there’s something bigger at play, and that’s where solutions need to be developed at a macro level.

How do you stay updated on industry trends and evolving customer needs?

I have a few go-to sources for industry trends, like Lenny’s Podcast, which has excellent episodes on product and marketing. I’m also part of professional groups where we discuss the integration of AI/ML, planning strategies, and A/B testing. As for customer needs, there’s no substitute for constant communication.

I work closely with my counterparts on the demand side and regularly meet with customers. Staying on top of their evolving needs is part of my daily routine, and I believe you have to be deeply immersed in the data and customer feedback to stay ahead.

Can you share a product launch you’re particularly proud of?

One of my biggest accomplishments was developing geo-testing for marketers, a tool that measures incrementality. A lot of advertisers are hesitant to embrace geo-testing because it feels complex and inaccessible. The key "mind switch" was pivoting our focus from data scientists to marketers. Understanding that not all marketing teams have a data science team, and we need to design something that any marketer can feel comfortable using. Productizing that process and seeing it in the hands of marketers was incredibly rewarding.

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As Tair’s journey from marketing to product management reveals, success in tech requires more than just technical skills—it demands empathy, strategic vision, and the ability to adapt in an ever-evolving landscape.

Her story serves as a reminder that the most innovative solutions come from those who aren’t afraid to pivot, ask tough questions, and bring fresh perspectives to the table.

For more inspiring stories from our Women in Tech series, visit our Employee Spotlight page to get a first-hand look at the amazing accomplishments of Team AMP.