About me

I help technology companies turn products into revenue.

I’m Ivan Michel Serrano, a Product Marketing and Go-to-Market leader with more than 15 years of international experience helping software companies launch products, enter markets and accelerate growth.

Throughout my career I’ve worked across startups, scaleups and established technology companies in SaaS, AI, fintech and data platforms, spending more than a decade building products and businesses across APAC.

What motivates me isn’t marketing for its own sake. It’s solving commercial problems.

I enjoy understanding why customers buy, identifying where companies lose momentum, and building the positioning, messaging, sales enablement and go-to-market systems that help product, marketing and sales move in the same direction.

I’ve built product marketing functions from the ground up, launched products across international markets, supported founders through early-stage growth, and led initiatives that transformed complex software into compelling value propositions customers could easily understand.

One of the experiences that shaped me most was co-founding LeapED, an education financing startup in the Philippines. Taking a company from an idea to a revenue-generating business changed how I think about marketing forever. It reinforced that every marketing decision should ultimately contribute to creating customer value and sustainable business growth.

Today I lead Product Marketing and Growth initiatives at RightShip, where I work with cross-functional teams across product, commercial and technology to bring new solutions to market, improve demand generation, strengthen sales enablement and build scalable GTM capabilities.

 

How I work

My approach combines strategic thinking with hands-on execution.

I believe the best marketing teams don’t operate in isolation—they become the bridge between customers, product and sales.

Whether I’m launching a new product, refining positioning or building a GTM strategy, I always start with three questions:

  • What problem are we solving?
  • Why should customers choose us instead of the alternatives?
  • How do we make buying as easy as possible?

Those questions have guided my work across enterprise software, AI products, mobile applications, fintech and data platforms.

What I bring

  • 15+ years in technology, SaaS and software
  • More than a decade working across APAC
  • Founder experience taking a startup from idea to revenue
  • Global product launches and go-to-market leadership
  • Deep expertise in product positioning, messaging and sales enablement
  • Strong commercial focus built around measurable business outcomes
  • Experience aligning product, marketing and sales around customer value

Technology changes constantly, but one thing doesn’t: companies that deeply understand their customers and execute with clarity consistently outperform those that don’t.

That’s the kind of work I enjoy doing, and the kind of teams I enjoy building.

What I'm Working On

I’m naturally curious, and I’m always exploring how technology companies can create more value for their customers. Right now, these are some of the areas I’m spending the most time on:

Building better Go-to-Market systems

I’m fascinated by the intersection of product, marketing and sales. I’m continually refining frameworks that help companies improve positioning, sales enablement, lead generation and customer acquisition in a scalable way.

AI for Product Marketing

Artificial intelligence is changing how marketing teams work. I’m actively experimenting with practical applications of AI to accelerate market research, messaging development, content creation and GTM execution, while keeping customer insight at the centre of every decision.

Helping startups find product-market fit

Having experienced the journey from idea to revenue as a founder, I enjoy thinking about the challenges early-stage companies face as they validate products, position themselves in competitive markets and build repeatable growth.

Learning from great products

I’m constantly analysing products, marketing campaigns and go-to-market strategies—both successful and unsuccessful—to understand what drives adoption, customer trust and long-term growth.

If any of these topics resonate with you, I’d be happy to connect and exchange ideas.

Let's talk