Chino Capuchino
Documentary on the East Asian diaspora in Spain: cultural identity, belonging and racism, told through the people living it.
Product Marketing Manager
Ita Tsai
Global Product Marketing Manager with 5+ years across B2B technology and B2C fintech: product positioning, GTM strategy, campaign execution in 20+ countries, influencer marketing and data-driven optimization. Works in English, Spanish, Mandarin and French, across North America, Europe and Asia.
Product Positioning
Go-to-Market
Campaign Execution
Content & Video
5+
Years in marketing
5
Products taken to market
20+
Countries reached
4
Languages
01 / 05 · Product positioning
Synology Office Suite
Repositioned four separately marketed apps as one productivity suite, and used the repackaging to raise awareness of the whole platform.
Positioning
Office Suite solution page
The page that explains the suite as one thing, for people deciding at a business level rather than picking an app. Competitive positioning against the major alternatives.
Product education
Synology Office Suite
One short film telling the whole suite story, for people who’d only seen the apps separately.
Demand gen
Office Suite webinar
A global webinar run cross-functionally with product, sales and the regional teams.
Market insight
Productivity SaaS for education is changing
Written for schools, when the economics of the software they rely on started changing.
Technical education
Automating workflows with Office Suite APIs
For IT teams and developers: what you can automate once the APIs are open to you.
Product education
Synology Office
A short introduction to the documents, spreadsheets and slides app.
Product education
Synology Office feature page
Wrote the page and shaped how it’s structured.
02 / 05 · New feature positioning
Synology Productivity AI
Positioned a new set of AI features as one capability, with buyer education built before the product messaging.
Launch PR
Synology brings private AI and enterprise-grade management to the next generation of DSM
The announcement of private AI across the platform: running models on your own hardware, on your own data. The argument is control, not hype.
Positioning
Productivity AI
Introducing AI across the suite as one idea, rather than a scatter of separate features.
Market insight
Choosing the right AI model for work
A plain guide to choosing an AI model for work, written to help people decide rather than to sell to them.
Technical education
Enabling AI features
A walkthrough that takes an administrator from nothing to working AI features.
03 / 05 · Market-driven campaign
Synology MailPlus
Spotted an opening in market research, then ran the campaign top-down: trade press, channel partners, then end users.
Market insight
As Microsoft Exchange 2016 and 2019 sunset, how can privacy-conscious organisations future-proof their email?
Published three months before the deadline, making the case on licence cost and data ownership rather than features. Ran outside owned channels on purpose, to reach people who weren’t looking for us yet.
Enablement
Build an on-prem mail server with Synology MailPlus
Technical training for the channel partners handling migrations, run ahead of the end-user push.
Demand gen
MailPlus end-user webinar
A live session for the teams actually doing the migration: what to expect, and how to move without losing anything.
Product education
Synology MailPlus
A short introduction for everyone arriving from the campaign who had never heard of the product.
Product education
Synology MailPlus feature page
Where the whole campaign pointed. Wrote the page and shaped how it’s structured.
Beta program
MailPlus mobile beta
Inviting users to try Calendar on mobile before release, and tell us what broke.
04 / 05 · GTM campaign
Synology Drive
Built a go-to-market campaign around each release, from community beta to customer success stories for sales.
Beta program
Drive 4.0 beta launch
Announcing file locking, shared labels and file request. Written to get people to sign up and test, not just to inform.
Beta program
Drive mobile app beta
A rebuilt sync screen and faster scanning, explained through the annoyances they fix.
Market insight
Unlimited cloud storage plans are becoming extinct
Written when the major cloud providers started pulling their unlimited plans. Thought leadership built on watching the market, not a feature list.
Technical education
Drive API walkthrough
Sitting down on camera to walk developers through the API.
Technical education
Drive mobile app
How syncing and scanning documents works on your phone.
Product education
Synology Drive feature page
Wrote the page and shaped how it’s structured.
Customer reference
Huda Beauty
How a global beauty brand set it up. Sales enablement written so the team could hand it to the next customer asking the same questions.
Customer reference
Tribunal Constitucional de España
Backup and retention for a national court system, localized for the Spanish-speaking market.
05 / 05 · Events & announcements
On-site events
Planned on-site events across departments: booth strategy, product storytelling, promotional materials and live demo environments.
Launch event
COMPUTEX press event & live demo
The press-day presentation and live demo, on stage in front of international media.
Launch event
COMPUTEX overview
A walk through the whole booth and product line-up.
Launch PR
BeeDrive
A separate launch, not part of the show. An entirely new product in a category with nothing to compare it to, so it launched on the problem it solves.
Earlier role · Social media marketing
CoolBitX · CoolWallet
Ran social media for a crypto hardware wallet: community channels, campaigns, and a sponsored integration with one of Taiwan’s biggest creators.
Other creative work
Alongside the product marketing work: side projects and creative practice built on content creation, video production and journalism.
Content creation
Comidita con Ita
A food and culture series pitched, produced and hosted solo. Mofongo, ceviche, and what people will tell you about home once you put a plate in front of them.
Fresh Cut
An original horror short, directed from concept through completion: script, cast and crew.
Writing & journalism
Chicago Tribune
Reported and wrote news features on deadline: finding sources, interviewing, and filing copy across city, health and community affairs.
West Side Stories
Live reporting, scripting, filming and weekly editing for a local PBS news channel.