Elevate your marketing
I help teams clarify positioning, define their ideal customers, and build go-to-market narratives that drive adoption
Does This Sound Familiar?
Our product is strong, but the market doesn’t seem to “get it”
Our messaging has evolved organically and no longer feels coherent
Sales is struggling to explain differentiation or handle objections
These aren’t execution problems.
These are product marketing opportunities.
Services Offered
Positioning & Messaging
Define the value proposition, differentiation, and messaging hierarchy that guide everything else.
Ideal Customer
Identify who the product is truly for, based on real buyer insight. Accelerate adoption and reduce churn.
Go-to-Market
Launch new features and products, optimize pricing as your product offering grows, fine-tune channel tactics.
Sales Enablement
Equip your Sales teams with customer success stories, strengthen objection handling and competitive framing.
“Alisa is a strategic asset for any team. She’s played a key role on multiple go-to-market efforts at Uber, positioning new products for Uber merchants, launching new pricing and plans for Uber Eats, and helping to launch Uber Direct globally.”
— Sarah Pew, Director of Merchant Marketing, Uber Eats
Flexible Engagements. Clear Outcomes.
I work with B2B software companies to bring clarity and alignment across product, marketing, and sales.
How I Work
I typically work with clients in one of three ways:
Marketing Strategy
Focused, short engagements such as positioning resets, ICP clarification, or sales narrative development.
Content Development
Leveraging customer insights and market analysis, I work with your team to create compelling pitch decks, case studies, and testimonial videos that bring your positioning to life.
Fractional Leadership
Provide ongoing senior marketing support to teams that need experienced judgment during key inflection points and periods of transition. Help with organizational design and role definition so you can hire effectively.
“Alisa worked with our Marketplaces team to effectively frame Yelp’s suite of products for popular restaurants, leading to faster sales velocity and higher profitability.”
— Jason Montgomery Brown, SVP & GM at Yelp
“Working cross-functionally with sales, product, and marketing, Alisa helped us re-architect our GTM strategy. Her deliverables included customer segmentation, refined positioning, new plans & pricing, and sales enablement.”
— Devon Wright, CEO & Co-founder Lumo
“As acting CMO at Jemstep, Alisa was incredibly adept at driving key strategic decisions but at the same time had no hesitation executing hands-on tasks at a blistering pace. She is intelligent, thoughtful and analytical, and has an amazing way with colleagues. Her presence elevated us all.”
— Kevin Cimring, Founder & CEO Jemstep
Why AWSM Consulting
Faster progress with reduced risk
I bring decades of experience working at the intersection of product, marketing, and sales to drive growth. I’ve held executive leadership roles at OpenTable, eBay, Rocket Lawyer, and Levi Strauss & Co. , as well as years of contract and advisory work with B2B and SaaS teams at Uber, Yelp, Lumo, Prophia and more.
Clients value my ability to:
Diagnose and react to issues quickly
Ask the right questions to cut through noise and internal bias
Provide calm, practical guidance when the stakes are high
Execute new solutions quickly, in a way that maximizes learning and impact
“I’ve worked with Alisa for more than a decade. She is a consummate problem solver —curious, inquisitive, seeks out all angles and is keen at finding the insight that moves the needle. She is a strategist that can create a vision; an operator who can execute on ideas. She leads people with generosity and a true love of seeing everyone’s contributions blossom.”
- Kevin McSpadden, Founder ThinkBrandNew