How PMMs should adopt a product manager’s mindset to drive impact | Damian Valdes (Spotify, Meta)

What if product marketing was the secret weapon your growth strategy is missing?In this episode of ExperiMENTAL, Sundar sits down with Damian Valdes, Associate Director of Product Marketing at Spotify, to reveal why product marketers are often the most underutilized force in tech. From launching features like Spotify Jam to designing internal growth experiments, Damian breaks down how PMMs shape product roadmaps, avoid cannibalization, and influence business outcomes beyond campaign performance.Whether you're scaling a feature, debating when to hire your first marketer, or trying to find product-market fit, this conversation will change the way you think about marketing’s role in building great products.KEY TAKEAWAYS• What product marketers actually do• Why startups often bring PMMs in too late• The link between product marketing and product management• How Spotify PMMs balance campaign work with feature development• The risk of muddy messaging in wide product portfolios• How Damian used the Jobs-To-Be-Done framework to shape product decisions• How in-app promotions became a growth lever at Spotify• Why experienced hires matter more than “scrappy generalists” at early stage• How to prioritize work using the Eisenhower matrix• The importance of consumer empathy from L’Oréal to Meta to SpotifyBEST MOMENTS00:02:05. “We serve as the voice of the consumer.”00:03:17. “It solves the problem around people hogging the chord at a social get together.”00:05:22. “You run the risk of maybe cannibalizing the two versus because like truly incremental.”00:06:58. “Product is brand. Brand is product. Consumers don’t differentiate.”00:10:04. “We included things that weren’t yet launched... that actually informed the product roadmap.”00:12:55. “Good marketing is strategy. You can’t remove marketing from it.”00:17:47. “If it’s measurable, then it’s manageable.”00:27:07. “Spotify is a company that’s willing to take big bets.”00:35:23. “Beauty is such a personal decision. It says so much about who you are.”🎧 ExperiMENTAL is hosted by Sundar Swaminathan, Head of Data Science at Bounce and former Uber leader. This show is your behind-the-scenes look at how top marketers and data scientists make smarter decisions.🧠 Expect unfiltered conversations, mental models, and case studies that help you cut waste, build conviction, and grow your B2C business.📬 Subscribe to the ExperiMENTAL newsletter for deep dives and frameworks: https://experimental.beehiiv.com/This podcast has been brought to you by APodcastGeek. https://www.apodcastgeek.com