Pressable

Scaling Pressable 56% YoY by Rebuilding Its GTM System

ROLE:

Senior Manager,
Growth & Product Marketing

IMPACT:

$2.25M new ARR
$4M → $6.25M ARR
56% YoY growth

SUBSCRIPTION SAAS

DEVELOPER PLATFORM

CONTEXT & PROBLEM

Pressable is a developer-focused managed WordPress hosting platform within Automattic. When I joined, the product had strong product–market fit and technical credibility, but growth execution was fragmented. Messaging drifted across channels, feature language lacked consistency, ICP targeting was informal, and campaigns were difficult to scale beyond individual wins.

The core issue was translating product value into reasons to switch to our platform.

WHAT I BUILT

I designed the growth foundation that aligned persuasion, product reality, and go-to-market execution into a single operating model:

PERSUASION & COPY INFRASTRUCTURE

Codified buyer psychology into a reusable persuasion framework used across web, paid, lifecycle, and sales removing subjectivity and scaling messaging quality.

ICP & DECISION LOGIC

Operationalized three ICPs (Agency Operators, WooCommerce Sellers, Mid-Market Scalers) with real goals, objections, and decision drivers.

PRODUCT & FEATURE CANON

Established a single source of truth for platform capabilities, plan features, and differentiation to eliminate feature drift and overpromising.

CAMPAIGN OPERATING SYSTEM

Built a standardized framework for launches, incentives, and competitive campaigns with explicit strategy, metrics, risks, and ownership.

POSITIONING & NARRATIVE

Defined a unified positioning spine with ICP-specific lead narratives and competitive framing anchored in structural advantage, not feature checklists.

HOW IT SHOWED UP IN MARKET

These systems powered:

  • High-intent Q1 acquisition without eroding long-term pricing integrity

  • Competitive switch campaigns against popular competitors

  • Sales-ready case studies focused on operational credibility, not testimonial fluff

Marketing shifted from one-off execution to repeatable, scalable GTM delivery.

RESULTS & IMPACT

Outcomes

  • $2.25M in new ARR

  • 56% YoY ARR growth ($4M → $6.25M)

  • Improved conversion quality and ICP fit

  • Stronger sales confidence and narrative consistency