ALEKSANDER
CARDWELL

Global product marketing leader

About

I make software make sense to the people who buy it

Ten years of product marketing in B2B SaaS. I partner with product teams to turn complex capabilities into crisp positioning, demos, enablement, and launch plans.

The longest stretch was Supermetrics: joined as Head of Product Marketing in Helsinki, left as Director in New York, running a team of six across product marketing, pricing, and the website. Launches included the Marketing Intelligence Cloud and Supermetrics AI, among others. These days I work independently on GTM and positioning for B2B product teams.

The way I work has shifted with the tools. Today, a single markdown brief in the product strategy repo can translate product initiatives into GTM requirements. And for example, this site came out of an empty folder and Claude Code.

Back in Helsinki after years split between San Francisco, Atlanta, and New York. Off the clock: basketball, video games, and making the best nachos you've ever had.

Experience

The path I took to get here

Independent

Current

Product marketing & GTM advisor

Independent

Helsinki · 2026 – Present

Positioning, GTM, pricing, and competitive intel for B2B product teams, one engagement at a time. Plus the automated, AI-driven launch systems most teams never get to build.

M-Files

Director of Product Marketing, Platform & AI

M-Files

Helsinki · 2026

Positioning, messaging, and GTM for the platform and AI portfolio, including the launch of M-Files AI. Built a GitHub-based workflow where a single gtm-brief.md generates positioning docs, launch briefs, and web copy.

Supermetrics

Director of Product Marketing

Supermetrics

Helsinki & New York · 2021 – 2026

Joined as Head of Product Marketing in Helsinki, left as Director in New York with a team of six. Owned go-to-market, positioning, pricing, and launches including the Marketing Intelligence Cloud and Supermetrics AI.

Smarp (now Haiilo)

Marketing Director

Smarp (now Haiilo)

Helsinki & Atlanta · 2018 – 2021

Joined as the first product marketing hire, left as Marketing Director. Led the repositioning that helped establish employee communications as a new software category with Gartner and G2.

Surveypal

Product Marketing Manager

Surveypal

San Francisco · 2016 – 2018

Moved to San Francisco to take a Finnish feedback platform into the North American market. Owned demos, enablement, and messaging alongside sales.

What I've been up to

The public part of the job

Most product marketing lives in internal decks and docs. This is the part that made it out.

Featured

Project

Repositioning Supermetrics

The biggest repositioning I’ve run: Supermetrics from data pipes to decisions.

Drag the slider to see where it landed.

Project
Repositioning Supermetrics
The biggest repositioning I’ve run: Supermetrics from data pipes to decisions.
Project
This website
The site you’re on, built from an empty folder with Claude Code. No template.
Project
gtm-brief.md
A markdown file in the product repo that turned product initiatives into GTM requirements.
Video
Introducing Supermetrics AI
The launch video: from moving marketing data to answering questions about it.
Webinar
Turning AI into action
An M-Files webinar on real AI use cases for document-driven work.
Video
Supermetrics in Looker Studio
Product explainer: getting marketing data into Looker Studio, start to finish.
Webinar
Engaging a distributed workforce
Nine comms experts, one tip each. I hosted this with my leg in a cast.
Video
The future of B2B marketing measurement
My SuperSummit 2023 talk on where B2B measurement goes as attribution fades.
Video
Supermetrics in Google Sheets
Product explainer: Google Sheets, from first query to a working report.
Video
Paid channel mix reporting
Use-case explainer: every paid channel in one report, so the mix is settled.
Video
SuperSummit, but make it a short
A promo short for SuperSummit, with the corporate voice switched off.
Video
The marketing reporting skit
A TikTok skit about marketing reporting pain. Tag your boss; we dare you.
Video
The account sharing skit
What happens when the guy who really likes cats gets admin rights.
Video
Region-level ad performance
Use-case explainer: ad performance by region, so you see where budget works.
Video
Currency conversion in reporting
Use-case explainer: multi-currency ad spend in one currency, so totals add up.
Video
Last-click attribution reporting
Use-case explainer: a clean last-click report, honest about its limits.
Video
Organic social mix reporting
Use-case explainer: every organic social channel blended into one report.
Video
Data blending: quick start
The two-minute primer on data blending: combining sources into one report.
Video
Custom data import: quick start
The two-minute primer on bringing your own data in beside the connectors.
Webinar
From hype to hands-on: agentic AI in marketing
A Supermetrics webinar on agentic AI, focused on what actually runs today.
Webinar
The Great Comms Debate
The first Great Comms Debate at Smarp. It went well enough to become a series.
Webinar
Multi-channel dashboards in Looker Studio
A Supermetrics webinar on multi-channel dashboards, and the dos and don’ts.
Webinar
What internal comms should measure
A Smarp session on what internal comms should count, and what to stop.
Webinar
Social ads vs employee advocacy
Paid social versus employee advocacy, against Smartly.io. Guess my side.
Webinar
Building a brand through employees, the Salesforce way
A Smarp session with Salesforce on employees as the biggest channel.
Webinar
How Rabobank 5x’d their advocacy ROI
A Smarp masterclass with Rabobank on the specifics behind a 5x ROI jump.
Webinar
Comms helpline: the COVID-19 crisis
A 2020 crisis-comms session from the weeks when every team improvised.
Webinar
The Great Comms Debate 2
Round two. The first one worked, so we ran it back with fresh sides.
Webinar
The Great Comms Debate 3
Round three. By now a fixture, and the arguments only got sharper.
Podcast
The future of the marketing tech stack
Guest on The Marketing Intelligence Show: AI, CDPs, and a growing stack.
Podcast
What is product marketing?
Guest on the Sales & Marketing Talk Show: what product marketing actually is.
Podcast
Tech Talk with Business RadioX
Recorded during my Smarp days in Atlanta, on employee comms and B2B tech.
Article
What is marketing intelligence?
A Supermetrics post defining marketing intelligence and what it replaces.
Article
B2B marketing measurement
Future-proofing B2B measurement when the old attribution playbook breaks.
Article
Supermetrics Wrapped 2025
The year in review: the data, the launches, and the biggest year yet.
Article
Supermetrics product updates
A recurring post I wrote. This edition: Copilot, the public API, AI Insights.
Article
HubSpot reporting with Supermetrics
A Supermetrics post on HubSpot data: four practical ways to automate it.
Article
Introducing Supermetrics Hub
The launch post for Supermetrics Hub: a cleaner portal, shared connections.