Fractional Marketing Leader
Go-to-market strategy for complex, niche markets
I help tech companies with complex products, specialized buyers, and long sales cycles sharpen their positioning, messaging, and go-to-market strategy.
- 15+ years in B2B technology marketing
- $300M+ product portfolios led
- MBA & Senior Marketing Leader
- Vancouver, BC · Pacific Time
When companies bring me in
I help technology companies make complex products easier to understand, differentiate, and sell.
Buyers struggle to see your value
Your product solves a real problem, but its complexity makes the value difficult to communicate to your target buyers.
Deals take too long
Multiple stakeholders, specialized buyers, and long sales cycles make it harder to build momentum and move deals forward.
Marketing feels scattered
You're already "doing marketing", but the team lacks a clear understanding of who to target, what to say, and where to focus.
How I Help
Focused marketing leadership for complex products and niche markets.
Marketing Assessment & Strategy
Get clear on your market, buyer, competitive landscape, and where marketing can have the greatest impact.
- Marketing audit and assessment
- Competitive and alternative analysis
- Focused strategy with clear priorities and milestones
Positioning & Messaging
Make complex products easier for specialized buyers to understand, evaluate, and choose.
- Ideal customer profile (ICP) and buying process
- Differentiation from competitors and alternatives
- Buyer-focused positioning and messaging
Go-to-Market Strategy & Execution
Build a focused, repeatable go-to-market approach around how your buyers actually make decisions.
- Go-to-market strategy and priorities
- Content and campaign plan
- Sales enablement and launch support
Is Your GTM Built for a Complex Market?
A practical diagnostic for technology companies entering, repositioning in, or growing within specialized markets.
The Complex-Market Test
Check whether your market needs a different go-to-market approach
Seven Diagnostic Areas
From demand signals and buying committees to procurement and positioning
Examples From the Field
Lessons from go-to-market work in specialized technology markets
Scorecard and 90-Day Plan
Find your biggest gaps and decide what to fix first
Download Your Free Guide
Enter your email. The download starts right away.
What Clients Say
"Tina's guidance during the launch of our generative-AI platform, Moonlite Labs, was tremendously helpful. Her ability to quickly understand the product, ideal customers, and adapt to new insights set us up for a strong strategic foundation for future growth. She's professional, experienced, and works great in a team environment. Timely, organized, and knows what she's doing."
Adam F.
Founder, Moonlite Labs
"Tina is an outstanding strategic partner. Working quickly to understand our needs, even the ones we hadn't fully articulated. Her B2B experience came through in every decision, helping us avoid wasted effort and focus on what mattered most. She delivered work that made a real difference to our project."
Brett Z.
Entrepreneur-in-Residence, North Forge
"It's refreshing to work with a marketer who excels at both strategy and execution. Tina stays on top of the latest AI tools and trends, and she gave us a tailored, realistic plan that fit our goals and internal capacity perfectly."
Chang L.
Founder & CEO, Plenish
Where I've Worked
15+ years of product marketing, positioning, and go-to-market experience across complex B2B technology products.
Kodak
Norsat International
one45 Software
now Acuity Insights
Sage
Hi, I'm Tina Peng
I'm a fractional marketing leader with 15+ years of experience helping technology companies position and take complex products to market. I've worked with startup founders and enterprise teams across AI, SaaS, defence, healthcare, education, and other specialized markets, and I've led multi-product portfolios worth more than $300M.
I bring together the strategic thinking of a product marketer with the senior leadership needed to turn that thinking into action. My work spans ICP definition, positioning and differentiation, buyer messaging, sales enablement, launches, and repeatable go-to-market strategy. I hold an MBA from UBC, with international study at Yale, Hitotsubashi ICS, and WU Vienna.
If you're working through positioning, go-to-market, or how to turn scattered marketing into a focused plan, let's talk.
Let's talk about your go-to-market
Share a few details about your company and what you're working on. I'll follow up to set up a free 30-minute call.
Not sure if you're ready for fractional support?
Start with the free guide. Its scorecard shows where your go-to-market plan has the biggest gaps.