Product marketing

Hi, I’mEric Brynaert

I own the product story for five cybersecurity and DNS products.

Let’s talk View experiences
Eric Brynaert
2xYoY revenue growth€18.6M → €36.6M
70%YoY agency growth
130+Clients served
5Cybersecurity products owned

Introduction

Finding the right product marketer is not easy. I am here to make the search a little shorter.

Cybersecurity is a hard category to market well: buyers are technical, skeptical, and quick to spot a positioning that doesn’t hold up under questioning. I’ve spent the last four years building product marketing for exactly that audience, on top of a decade in marketing and an MBA from UQAM and Excelia. That combination means I don’t have to choose between a launch that tells a compelling story and one that ships on time, and I know which post-launch numbers actually indicate a product is gaining ground versus which ones just look good in a slide.

Most companies bring in a product marketer and then have to build the systems around them. I bring the systems. I’ve built the messaging frameworks a marketing org runs on, the enablement libraries sales teams actually use instead of ignore, and the CRM and reporting stack that tells you honestly whether a campaign worked. None of that gets built in isolation, so I spend my time embedded with product, engineering, sales and executive leadership, not adjacent to them.

Outside of work, I’m an avid cook, big Sens fan, and consider myself a shawarma connoisseur. I love spending the day outside in some green space, whether it’s under a palm tree at the beach, on the golf park, or riding my bike along the Ottawa river.

Experience

Ten years from campaigns to the product story.

Oct 2022 — Present CIRA CIRA Ottawa, Canada

Product Marketing Manager

Product marketing lead for CIRA’s cybersecurity and DNS portfolio: positioning, go-to-market strategy and sales enablement across the organization’s B2B security offerings, including leading GTM for the launches of CIRA MDR and CIRA XDR.

  • Own product marketing strategy for a portfolio of five cybersecurity and DNS products, including ICP definition, messaging, positioning and go-to-market planning.
  • Lead cross-functional launches for XDR and MDR, defining product narrative, launch strategy, messaging framework and channel execution.
  • Build the sales enablement ecosystem: battlecards, positioning decks, case studies and technical datasheets used by sales and technical teams.
  • Identify and prioritize new vertical markets, expanding cybersecurity offerings into industries such as legal services and professional associations.
  • Direct trade show and industry event strategy across 12+ events annually, coordinating booth messaging, marketing presence and executive participation.
  • Led evaluation and rollout of HubSpot CRM, ZoomInfo and Salesloft, improving sales intelligence and marketing-driven pipeline generation.
MDRXDRDNS securitySales enablementAnalyst & exec comms
May 2020 — Oct 2022 WebMarketers Ottawa, Canada

Digital Marketing Manager

Managed a team of seven marketers delivering multi-channel campaigns for a portfolio of 130+ businesses, contributing to the agency’s 70% year-over-year growth.

  • Planned and executed multi-channel campaigns for 130+ businesses, supporting client acquisition and revenue growth.
  • Built marketing performance reports and dashboards, delivering insights to executive and solutions teams to support sales strategy.
  • Worked with developers and designers on website redesign and conversion optimization improving lead generation.
  • Streamlined internal marketing workflows with executive leadership and automated operational processes to support scaling.
Team leadershipMulti-channel campaignsReporting
Jan 2019 — Sep 2019 Terres Lointaines Terres Lointaines Paris, France

Digital Marketer

One of two people running paid acquisition during a year the company’s revenue nearly doubled, from €18.6M to €36.6M, with a nomination for the Grand Prix de la Croissance 2019.

  • Two-person marketing team supporting a national expansion strategy, opening new offices and scaling digital acquisition across markets.
  • Managed Google, Microsoft and Facebook Ads campaigns with monthly budgets of €160K, optimizing performance and return on ad spend.
  • Developed and executed the company’s SEO and content strategy, improving organic visibility and lead generation.
  • Implemented Google Tag Manager tracking and remarketing to improve campaign measurement.
Paid acquisitionSEO & contentMeasurement
May 2018 — Sep 2018 iSi GmbH Frankfurt, Germany

Digital Marketer

Led a five-person content team at iSi GmbH, a German e-commerce group distributing kitchen, bathroom, and sanitary ware brands across multiple European storefronts, and ran multi-market paid campaigns across four countries, blending hands-on execution with strategic research to grow the brand’s international reach.

  • Led a five-person content team writing blogs and product descriptions.
  • Managed Google, Microsoft, and Facebook Ads campaigns targeting the UK, France, Italy, and the Netherlands.
  • Wrote SEO-optimized English website content and oversaw its translation into French, Dutch, and Italian.
  • Designed and executed email marketing campaigns using MailChimp.
  • Conducted keyword research and competitor analysis to guide strategy.
Content team leadershipMulti-market paidSEO & localizationEmail
Feb 2016 — Jul 2017 Idioma Internacional Idioma Internacional San José, Costa Rica

Digital Marketer and Teacher

Managed marketing campaigns and digital content for a language training company serving professionals across Latin America.

  • Managed social media campaigns and content creation supporting brand awareness and student recruitment.
  • Wrote website content and collaborated on a website redesign project.
  • Taught business English to professionals and ran language assessments for candidates across Latin America.
ContentSocialLATAM market

Case studies

The long version, when the short one is not enough.

Case study 01 · Terres Lointaines2019

From Paris to National: Scaling a Boutique Travel Brand Across France

A boutique operator had proven its model in Paris and stalled everywhere else. The blocker was trust, not demand. Localized paid search, an overlooked channel, and a deliberate cap on lead volume.

€18.6M → €36.6MCompany revenue, 2018-2019
13xBest ROAS on test channel
Read the case study
Case study 02 · WebMarketers2020–2022

Scaling Quality: Standardizing Growth at a Fast-Growing Digital Agency

An agency growing 70% a year risks its own delivery quality. Cost per qualified lead as the only north star, written-down methodology, and workload tracking that kept the book properly resourced.

70%Agency growth, year over year
130+Clients supported
Read the case study

Portfolio

Work you can read, not just read about.

Documents

Downloads
Product datasheetCIRA MDR datasheetPositioning, messaging and copy for the managed detection and response offer. PDF · 2 pages Product datasheetCIRA XDR datasheetProduct story and technical proof points for the XDR launch. PDF · 2 pages Vertical briefing deckManaged detection and response for K-12A member briefing built to take the MDR story into education. PDF · 23 pages WhitepaperAnycast DNS technical architecture for top-level domainsTechnical positioning for the TLD Anycast service, written for registry buyers. PDF · 7 pages

Writing

Published on cira.ca
From compliance to culture: why cybersecurity awareness training mattersRead article Pay up: the costly cyber breaches every IT manager should fearRead article How CIRA can help you reach your NIST 2.0 goalsRead article How can a community of trust support my organization’s cyber preparedness?Read article The Canadian Centre for Cyber Security protects Canadians against cyber threatsRead article

Positioning & messaging

One narrative, and the artifacts that carry it.

What I own

Core messaging and positioning, implemented the same way everywhere.

Website, campaigns, sales enablement and executive communications run off one framework, so the claim a buyer reads is the claim a rep makes.

Artifacts I build
Messaging frameworkPositioning decksBattlecardsCase studiesTechnical datasheetsLaunch narrative
How I tell the story

A security product gets bought on a story the buyer can retell to their own team. My job is to find that story inside the product, then make it survive the handoff to sales, the website and the analyst call.

ListenThe story starts on sales calls and in churn notes, not in a doc
Name itI write the problem in the buyer’s words before I write the claim
Prove itOne claim, three pillars, a proof point behind each
Hand it offA story sales cannot repeat is a story that did not ship
CheckIt worked when a rep, an analyst and a customer all say it back

Skills & tools

What I do, and what I run it on.

Strategy
Product marketing strategyGo-to-market strategyMarket segmentationICP definition
Story
Messaging & positioningProduct launchesCompetitive intelligenceCustomer insights
Field
Sales enablementPipeline generationCross-functional leadershipEvent & trade show strategy
Stack
HubSpot CRMZoomInfoSalesloftGoogle, Microsoft & Meta AdsGoogle Tag Manager

Education & languages

MBA, International BusinessDual degree, Université du Québec à Montréal & ExceliaDean’s list
MSc, ManagementIAE Poitiers, Université de Poitiers
Bachelor of Arts, HonoursCarleton UniversityDean’s list
EnglishNative
FrenchNative
SpanishFluent

Contact

Let’s talk.

I am looking for a product marketing role in cybersecurity or B2B SaaS. Based in Ottawa, working across North America and EMEA, in English, French and Spanish.

Email me LinkedIn Download resume
ericbrynaert@gmail.com
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