Andrea Saez: Product Management and Growth Expert at Product Drive 2025

With over 10 years of experience in product marketing, communication, and growth strategy, Andrea Saez, Head of Product Marketing at Turtl and co-author of “The Product Momentum Gap,” has helped many companies apply product thinking to scaling strategies.

In this article, I’ll dive into Andrea’s background and highlight some of her most influential publications to prepare you for her upcoming talk at Userpilot’s Product Drive conference: “Stop Trying to Vibe Code Your Way Into Product-Market Fit.”

Who is Andrea Saez?

Andrea Saez has collected expert knowledge from over a decade of bridging the gap between product and customers. Working with ambitious startups and scale-ups, including ProdPad, Airfocus, and Trint, she has influenced and executed strategy, positioning, and cross-team collaboration.

Andrea is a co-author of “The Product Momentum Gap,” a book that challenges the conventional wisdom of product development and introduces a new paradigm for creating value and growth. She enjoys writing, speaking, and hosting events on topics related to product, growth, and customer experience.

Currently, she works as a Head of Product Marketing at Turtl, a Revenue Content Platform.

Andera’s journey in product marketing

Andrea’s career journey has taken her through various roles that have shaped her unique perspective on product growth. Prior to her current position, she was a Senior Product Marketing Manager at airfocus. Before that, she spent six years at ProdPad, where she held multiple roles: Head of Customer Success, Customer Experience Manager, Product Specialist, and Specialist for Product Growth and Education. She has also spent time as a Community Moderator at Zendesk, a Product Manager at Amilia Technologies, and Head of Support and Training at Brandwatch.

“The Product Momentum Gap”: Andrea’s book on the game-changing product strategy framework

One of Andrea’s most significant contributions to the product world is her co-authored book, “The Product Momentum Gap: Bringing together product strategy and customer value,” written alongside Dave Martin. Published in September 2023, this handbook challenges conventional wisdom of product development and introduces a new paradigm for creating value and growth.

The book teaches how to:

• Reorient product, marketing, and sales teams around a value-driven ethos,
• Seamlessly communicate across departments for greater efficiency,
• Achieve measurable growth by delivering what customers truly desire.

“The Product Moment Gap” introduces the Product VCP (Value Creation Plan), which is a strategic framework designed to help product teams create and communicate value effectively. While traditional product strategies focus on target audiences, problem-solving, and use cases, the VCP goes a step further. It also includes the specific behaviors we aim to cultivate in our users, as well as the perceived value tied to those behaviors.

Andrea’s best Medium articles: Essential reading for product professionals

Andrea maintains an active presence on Medium at dreasaez.medium.com, where she shares insights on product management, growth strategies, and industry trends. Here are some of her most recent must-reads:

• How to build a Now, Next, Later Roadmap without the chaos: This recent article tackles the challenge of stepping into a product leadership role where a structured way of measuring success and prioritizing hasn’t existed before. Andrea shares her experience building a ”Now, Next, Later” roadmap from zero, starting with OKRs, mapping initiatives to measurable outcomes, and making sure we’re solving the right problems at the right time.
• Why product marketers must understand product management: In this post, Andrea outlines the persisting problem of product marketers not truly understanding their products. The problem is caused by product marketers’ absence from real product strategy conversations, leading to a lesser understanding of how products are built, shaped, and prioritized, and a lack of grasp on the tension between the short-term roadmap and the long-term vision. Because of that, product marketers are underutilized and produce shallow messaging, while product managers continue not to trust marketing. In her article, Andrea outlines how to break the cycle and get the full value from product marketing.
• The myth of the one true ICP: In this article, Andrea argues that the “one true ICP” (ideal customer profile) tends to collapse under the weight of real-world complexity since it oversimplifies how buyers behave, how influence flows within organizations, and how products scale. In reality, growth comes from a system of interactions across different users, teams, and triggers. Andrea proposes an alternative framework for creating going-to-market strategies that takes the real-world complexities into account.
• Why are product managers still using Agile: In this piece, Andera talks about the limitations of Agile methodology for product management, particularly in the discovery phase. As product managers continue to attempt to fit a delivery-focused methodology into outcome-based work, the results fall flat. Andrea explores whether Agile can support a workstream that is primarily focused on research, and what better alternatives PMs should look into.

Andrea’s podcast appearances

Andrea continues sharing her expertise in various podcasts, conferences, and industry events. Here are a few highlights you can listen to right away:

• Glasp Talk: “How to Align Product and Marketing Teams for Maximum Impact”. In this interview, Andrea shared her journey from working in an ice cream store to becoming a Senior Product Marketing Manager at Unmind. She discussed the importance of empathy in product development, her experiences in various roles, and how AI is transforming the industry. Andrea also provided insights into the challenges and successes she has encountered throughout her career, offering valuable advice for aspiring product managers and marketers.

• Product Adoption Academy by Appcues: “The Product Value Creation Plan Introduction”. Andrea talked about how to avoid the product momentum gap and shared her roadmap for guiding the team back to the essentials, focusing on their product vision and prioritizing goals for desired outcomes.

• LaunchNotes: “How to create roadmaps that get exceptional results”. Andrea talked about roadmaps, release timelines, and how product teams can better communicate their plans with the people who care.

Join Andrea live at Product Drive

Don’t miss the opportunity to learn from one of the leading voices in product-led growth. Andrea will be sharing her latest insights and frameworks at Product Drive during her talk, “Stop Trying to Vibe Code Your Way Into Product-Market Fit.”

Andrea will share practical ways to combine discovery, instrumentation, and lean builds to find fit faster and with less waste. The focus? Crisp problem statements, evidence over anecdotes, and experiments that reduce uncertainty instead of adding features.

Register for Product Drive to join Andrea Saez and other experts live and be part of the conversation that’s shaping the future of product strategy and customer value creation. The participation is free, but the seats are limited. Save your spot fast!