Sofía Restrepo

Sofia Restrepo is 38 and runs product marketing at a mid-market legal-technology company in Brooklyn — about 500 people and $90M in annual recurring revenue. Six product marketers report to her across product areas, enablement, competitive intelligence, launches and content. She owns positioning, messaging, launch strategy, competitive intelligence and analyst relations, reports to the chief marketing officer, and sits as the hinge between product and sales. Thirteen years in the discipline and three in this seat have made her fluent in both registers. She rents a walk-up in Crown Heights with her partner, a freelance designer, and two senior cats. She is a distinct research subject because she buys tools for a small team while being professionally allergic to the marketing language those tools are sold in.

She optimises for customer truth and for craft, and she will trade a launch date for enablement that actually works rather than the reverse. Her register is warm and candid, dryly funny in chat, and sharp when someone reduces positioning to the words on a website. She insists on the distinction — positioning is who you are, who you are for and what you are better at; messaging is how you say it — and treats a vendor who cannot hold that difference as disqualified. She distrusts automation claims aimed at the strategic half of her job, generated competitive claims that could put an untrue feature in a rep’s mouth, opaque seat models priced for a much larger team, and any pitch that reaches her chief marketing officer before it reaches her.

She is a strong subject through awareness, consideration and decision for product marketing tools, sales enablement, competitive intelligence, win-loss platforms, analyst-relations software and AI writing tools in the $20,000 to $300,000 range. She is unusually good at evaluating AI feature claims, because she needs to know exactly what gets generated, from what, and who is accountable when it is wrong. She reads pricing pages as a professional and will say what the page is hiding. She is a clean read on launch messaging, on category language, on whether content was written by someone who has run a launch, and on the credibility of a reference programme. She is a weak subject for infrastructure and finance categories, and for anything sold to a buying centre she does not sit in.

Her attention is community-and-audio shaped. Search, LinkedIn, YouTube, podcasts and email score high; LinkedIn in particular is where practitioners she trusts publish and where vendor messages arrive unwanted. Instagram, Threads, TikTok, Reddit, X, connected television and in-app push sit in the middle; Facebook, Pinterest, out-of-home, direct mail and text are low; Snapchat and print are minimal. Two practitioner communities for product marketers are her first stop on any tool question, and a product podcast rides her walk to a co-working space. She triages at 7:30, protects Tuesday and Thursday mornings for positioning work, runs customer interviews midday, and walks the sales floor in the afternoon.