A great product isn’t enough
Hi, I'm Fernanda.
I started The Launch Shop because, over my 15+ years in product marketing, I've seen too many great products fail.
Some had product-market fit. Some had happy customers. All of them treated go-to-market as an afterthought.
The best teams solve for go-to-market early. They test and refine their marketing alongside their product.
But hiring for these roles at an early stage is near impossible. Senior leaders come with senior expectations—big budgets and big teams to do their best work—resources you don't have yet. And junior hires need too much handholding.
That’s where I come in.
about me
A proven track record in B2B
I've launched 5+ products from zero, generating $10M+ ARR
Built high-performing marketing teams from scratch
Made the mistakes so you don't have to
“Fernanda built a strong team and has been hyper-focused on bringing out the best in them. She has not backed away from setting high expectations and pushing her team to meet those standards.”
Vikas Bhagat
Senior Director, Head of Product Marketing at Webflow
“I've never had a manager be so proactive, intentional, and thoughtful about setting me up for success—both in my immediate role and longer-term career goals—or advocate so effectively for my advancement with executive leadership.
Fern has a strong grasp of each team member's strengths and vulnerabilities, aligning them to high-impact opportunities while pushing them to grow.
Eternally grateful for Fern, and would jump at the opportunity to work together again.”
Caroline Ren
Product Marketing Lead at Webflow
"Fernanda brought a sharp analytical lens and strategic mindset to every product marketing project she touched at Zendesk.
She led deeply researched and thoughtful competitive analyses that helped one of our fastest-growing products clearly differentiate in the market through strong positioning and messaging. When launching a new product, Fernanda also conducted critical pricing and packaging analyses that directly informed our go-to-market strategy and how we could optimize revenue.
Her ability to pair data-driven insights with strategic and practical execution plans made her an invaluable partner across many critical projects at Zendesk.”
Teresa Haun
Senior Director, Technology and CX Strategy at Zendesk