Fractional product marketing, go-to-market strategy, and execution for the hardware that raises the standard and serves the greater good — medical devices, public safety, and life sciences.
Fractional product marketing, go-to-market strategy, and execution for the hardware that raises the standard and serves the greater good — medical devices, public safety, and life sciences.
Fractional product marketing, go-to-market strategy, and execution for the hardware that raises the standard and serves the greater good — medical devices, public safety, and life sciences.
Your fractional product marketing leader — not a consultant on the outside, an executive on your team.
From pre-launch startups to Fortune 500 (Motorola Solutions, Medtronic), I understand challenges at every growth stage.
Medical devices, mission-critical communications, and scientific instruments.
MBA in Marketing plus cross-functional leadership across product, sales, and engineering teams.
The right strategy creates a multiplier effect.
Without a strategic foundation built with input from sales, engineering, and customers, product marketing becomes a checklist—messaging, sales deck, website, data sheet. You're adding tactics to a weak foundation.
When positioning is precise, everything downstream gets easier:
Sprints to start. Fractional to scale.
A real product marketing foundation in two weeks. The clarity to make better decisions about who you're selling to, how you talk about it, and what to do next. A common entry point for new Fractional engagements.
Everything you need to launch right — positioning, messaging, sales enablement, and a manufacturing-aligned launch plan. The full pre-launch package, scoped and covered. Often transitions into ongoing Fractional support after launch.
An outside expert read on what's actually working post-launch — and what to fix next. The diagnostic and roadmap to get the second wave of buyers on board. Many audits roll directly into Fractional to execute the recommendations.
Embedded senior product marketing without the full-time hire. Strategic direction plus the execution that puts it in market — flexible to whatever you need most that month. Most engagements start with a sprint, then transition into Fractional to keep the engine running.
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Side-by-side scope across all four tiers — from a focused strategic foundation to ongoing fractional capacity
Sometimes all it takes is to have a vision for the marketing outcomes that will make a difference, and the ability to amalgamate stakeholders' feedback to drive a cohesive marketing plan. That's what it's like working with Ryan — always open to consider new ideas, incorporating cultural nuances, and striving for an innovative approach. It was a pleasure partnering on various global launch campaigns.
Ryan has been nothing short of excellent. His strategy-focused approach and strong grasp of product marketing fundamentals have significantly contributed to our team's initiatives. His exceptional communication skills ensured efficient and transparent collaboration. We highly recommend Ryan's services!
How much does product marketing consulting cost?
Investment varies by engagement:
For context: a full-time PMM hire costs $180,000–$250,000+ annually before any marketing execution spend. Engagement consulting provides specialized expertise without the long-term overhead.
Every engagement starts with a free 30-minute intro call followed by a detailed proposal with transparent pricing. See what's included in each engagement →
Why does hardware product marketing need a specialist?
Physical products can't be iterated post-manufacturing. There's no "push an update" if the value prop doesn't resonate. Hardware marketing requires getting it right the first time, with much less room for the "test and iterate" that SaaS teams take for granted. That's what specializing in this space actually means.
A few things SaaS-trained marketers don't have a playbook for:
How do you handle marketing in regulated industries (FDA, public safety, etc.)?
Marketing regulated products requires a different mindset than SaaS or consumer marketing. Claims have to be substantiated, language has to clear regulatory and legal review, and timelines have to account for approval cycles that can take weeks or months.
A few things I do differently in regulated industries:
Experience spans medical devices, public safety equipment, and life science instruments — all of which carry different but real regulatory constraints. Marketing that doesn't account for those constraints either gets blocked at review or ships with watered-down messaging that doesn't differentiate.
How do you market to multiple buyer types — clinicians, procurement, compliance, IT?
Hardware purchase decisions in regulated industries typically involve at least 5 stakeholders, often more — each with different pain points, motivations, and definitions of success. Marketing that treats them as a single "buyer" loses deals because no single message resonates across the committee.
The approach:
The fundamentals of multi-stakeholder marketing apply to any complex B2B sale — including enterprise SaaS. What changes in regulated hardware is who's in the room (clinicians, regulatory affairs, biomedical engineering, procurement, infrastructure leads) and what they each need to see (clinical evidence, regulatory clearances, integration documentation). Generic multi-stakeholder playbooks miss the nuance specific to this audience.
Can you sign an NDA and work on stealth or pre-launch products?
Yes — happy to sign a mutual NDA before any meaningful work begins. Most engagements involve confidential information: pricing strategy, product roadmaps, clinical trial data, IP, distributor agreements, customer lists. NDAs are standard, expected, and signed. Comfortable working on products in stealth mode through clinical trials, regulatory submission, or pre-public-announcement phases.
What's the difference between hiring a consultant vs a full-time PMM?
Hiring a full-time product marketing manager with relevant industry experience is increasingly hard. Average time-to-hire is now 44 days globally — and total first-year investment runs $192,000–$298,000 when you factor in recruiting, onboarding, and full compensation. That's before you've spent a dollar on actual marketing execution.
Working with me, you get specialized expertise in regulated hardware in 2–3 weeks, not 3–6 months. Hands-on execution included. No benefits, no recruitment fees, no ramp-up period. Engagements scale up or down based on what your launch actually needs.
Specialized expertise when you need it — without the six-figure annual commitment of a full-time hire.
How long does a GTM sprint take from start to finish?
Timelines depend on which engagement fits your situation:
Each engagement has defined deliverables and milestones. See the comparison page for what's included at each tier.
What deliverables will I get at the end of a project?
Every engagement starts with a strategic foundation: competitive intelligence, ICP/persona research, and a positioning/messaging framework. From there, deliverables are tailored to what your launch actually needs.
Most engagements include some mix of:
The full deliverables map for each tier lives on the comparison page. Every project starts by defining which deliverables will have the greatest impact on your specific launch goals — then builds from there.
Do you only do strategy, or execution too?
Yes, product marketing execution is core to Fractional PMM. It's what brings the strategy we build to life, tests it against the market, and gives you the inputs to refine the strategy if needed.
For creative, design, and digital execution (websites, decks, brand identity, paid acquisition), I work with vetted partners. I quarterback and oversee the execution of all creative work scoped in our marketing collateral plan.
Unlike working with some other fractional executives, you're not left wondering "now what?" after the engagement. You have functioning marketing assets, trained team members, and clear execution plans to keep momentum after the project closes.
Do you help companies that have already launched their product?
Yes — that's exactly what the Post-Launch Audit is designed for. Most clients seek post-launch help when their initial go-to-market isn't delivering expected results. Common scenarios:
The Post-Launch Audit diagnoses what's broken and delivers a roadmap to fix it. Many clients flow into Fractional PMM after the audit to execute on what came out of it.
Working post-launch has one big advantage: real market data and customer feedback to inform strategy, instead of pre-launch assumptions.
What industries do you have experience in?
My core focus is medical devices, public safety, and life sciences — where launches can't be iterated and the stakes are real.
Adjacent experience across other regulated and physical-product sectors:
The fundamentals of positioning, messaging, and go-to-market apply across hardware sectors. Select clients in software and platforms have also benefited where similar dynamics exist.
