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#39 Product marketing at Shopify
I spoke with Xuya Wang, product marketing lead at Shopify, and here's what I learned about product marketing.
Senda from tl;dl
November 09, 2025
Product marketing at Shopify
Xuya Wang didn’t plan to become a Product Marketer. She started in gaming, launched VR products, tried growth marketing, and eventually realized product marketing was the sweet spot between storytelling, strategy, and cross-team collaboration. Today, she’s a Product Marketing Lead at Shopify.
What PMM looks like at Shopify
Shopify structures product marketing under the product org, not marketing.
The goal isn’t lead gen — it’s feature adoption among Shopify’s existing merchants.
PMMs:
Shape product narrative + positioning
Plan go-to-market for launches
Work closely with Product Managers (they’re basically work besties)
Partner with creative, events, sales, dev relations based on what the product needs
Because Shopify ships a lot (150+ updates every 6 months), PMMs focus on:
Getting the right message to the right merchants at the right moment.
How success is measured
Xuya tracks launches in 3 layers:
Marketing signals — engagement, signups, views
Adoption — how many actually use the feature
Business impact — revenue or efficiency outcomes
Her advice for aspiring PMMs
Be adaptable.
Every company defines PMM differently — and AI is changing the role fast.
Use AI to move quicker on copy + visuals so you can spend more time on strategy.
If you love collaboration, storytelling, and building things with people — PMM is a great place to be.
You can listen to the full episode on Spotify:
