Cross-functional collaboration | Muddassir Abdur Rub

Engineering · learning the product from the people who built it

The engineering team walked me through how to build my own You Ai account during the dogfooding pass. That included signup, training, and the feature flags that controlled what early users saw.
Direct access to the engineers meant I understood which features were stable enough to lead the marketing and which were still gated. That distinction kept the launch messaging from over-promising on a feature the user could not yet see.
Output: feature-emphasis decisions on the launch landing page and in the post-webinar follow-up.

The sales team ran discovery and sales calls with target customers. Most You Ai calls were led by one of the co-founders or someone on the sales team.
I did not run the calls. I sat in on the recordings, took transcripts, and turned the language into the persona work and the messaging-rules document the rest of the team wrote against.
Open Slack channels held the recordings and the in-call observations. I pulled from both daily.
Output: persona docs, objection answers, and angle entries in the Notion system. Sales-deck slides reused the objection answers verbatim, which kept the sales pitch and the marketing copy in lockstep.

One of the co-founders ran live workshops during the You Ai launch period. After each workshop the cross-functional team met to debrief. Sales, marketing, the head of marketing, and the founder were in those meetings.
I came to the debriefs with notes on which positioning beats landed in the room, which questions came up the most, and which objections needed a sharper answer next time.
Whatever the founder changed in his slides during a given week got translated into the marketing assets the same week. The follow-up sequences and the landing-page hero copy moved in step with what the workshops were actually selling.
Output: same-week messaging updates across email and landing pages, plus a faster feedback loop on which angles actually converted.

Sales-page work was an internal back-and-forth with the head of marketing and the designer. The design lead and I traded hero options, layout treatments, and visual hierarchy decisions across each launch.
I partnered with the senior copywriter strategist on the customer avatar work. The avatars I built from sales calls got pressure-tested against her broader market view before they hardened into the Personas database.
Output: shipped sales pages on both product lines, plus persona docs that survived multiple launches without needing a rebuild.

Worked closely with the in-house customer relationship management lead on email campaign briefs and architecture. Subject-line testing, send-time logic, segmentation, automation flows.
The briefs I wrote against pulled from the messaging databases. The flows we shipped were tied back to specific personas and angles, not to "the list" as one undifferentiated audience.
Output: BFCM 2024, the webinar follow-up sequences, and the mini-promo windows that contributed to the $2.44M total.

The marketing function as connective tissue. Inputs from six functional sources became the assets the company shipped to market.

Product lines

Both Passion.io platform and You Ai

My role

Translated cross-functional input into shipped marketing assets

Loops

Sales-call review, founder workshop debriefs, design back-and-forth, CRM partnership

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