# Product marketing · experience and example brief

Richie Lin · Experience and work samples

At Romin, I connected competitor research with benefit focused product copy, creative testing, and customer feedback.

## Relevant experience

### Positioning & messaging

Rewrote desk product copy around customer benefits. Catalog conversion improved by a reported 15% in the first month.

Working principle: Start a product message with the customer benefit, then connect it to a supported feature.

Case: https://richielin.com/pages/romin

### Audience specific communication

Designed four paid social concepts and a mobile signup prototype with localized messaging and consent fields.

Working principle: Audience context should shape both the message and the next step.

Case: https://richielin.com/pages/nyuc

### Market context

Synthesized competitor and design trend research into reports, moodboards, and a presentation.

Working principle: Positioning depends on understanding the alternatives a customer sees.

Case: https://richielin.com/pages/wayfair

## Illustrative brief · proposed approach

How would I clarify the value of a product for a new audience?

Inputs: Customer feedback, product capabilities, competitor messages, and the intended audience.

1. Identify the audience’s main problem and distinguish observed needs from assumptions.
2. Draft a message hierarchy connecting each benefit to a supported product capability.
3. Propose a creative or landing page test and review customer feedback with product partners.

Proposed deliverable: An audience brief, message hierarchy, and a test ready creative brief.

Evaluation: Agree on the target action and evaluate the message against a comparison version.

## Related methods and exercises

- Product messaging brief (Illustrative sample · Fictional product): https://richielin.com/pages/samples/messaging-brief

## Context

The work covers benefit focused copy, competitor research, creative tests, and collaboration with developers.

The proposed brief is a planning exercise. Each linked method includes its data or assumptions.

Role titles: Product Marketing Intern · Product Marketing & Strategy Intern

Contact: richielin02@gmail.com
Online: https://richielin.com/pages/roles/product-marketing