AMIR GOLBAZI
PRODUCT MARKETING LEADER
With over a decade of experience in both B2C and B2B markets, I specialize in driving growth for large and enterprise-level customers. My career has been defined by my ability to scale product marketing teams, execute strategic go-to-market initiatives, and deliver impactful product launches. I am passionate about helping businesses grow, leveraging my deep expertise in Payments, Billing, AI, LLMs, and advanced SaaS technologies. I thrive in cross-functional collaboration, always aiming to achieve measurable business outcomes.
Below is a glance at some of the products/features that I’ve had the pleasure to launch, iterate, and grow alongside some very talented people!
CURRENT ROLE
– SENIOR PRODUCT MARKETING MANAGER –
AlayaCare is a leading cloud-based healthcare platform serving mid-market to enterprise clients across Canada, the US, and Australia. I manage the full product marketing lifecycle for global feature areas, including Billing, Payments, AI, LLMs, and Workforce Management. Focused on the US enterprise market, I drive go-to-market strategies for AI, machine learning, accounting, revenue cycle management, and scheduling features. I also lead high-impact cross-functional initiatives aimed at expanding our customer base and retaining clients, ultimately impacting our net dollar retention and new ARR growth.
Full Product Marketing Lifecycle Leadership
Led the complete product marketing lifecycle for advanced capabilities, including generative AI, LLMs, and machine learning features. Successfully released multiple tier-1 global features, driving over $1.7M in net new Annual Recurring Revenue (ARR).
Cross-Functional IMPACT & INFLUENCE
Led cross-functional teams in sunsetting multiple platforms, resulting in over $750K in annual cost savings. Ensured a smooth customer transition while establishing the organization's first scalable deprecation process, improving operational efficiency.
Talent Development & Customer Engagement
Hired and mentored junior product marketing team members, enhancing their capabilities and fostering growth. Delivered impactful presentations at monthly customer-facing webinars and led in-person sessions at our flagship conference, Better Outcomes, engaging stakeholders across North America.
AI Powered Assistant built for Home-Care
Led the launch of Layla, AlayaCare's AI-powered agent, overseeing pricing, packaging, messaging, and positioning. Layla seamlessly integrates into the platform, providing real-time access to critical care insights, empowering care teams to work smarter, faster, and more efficiently, ultimately driving enhanced care outcomes. (Learn More)
Client Intelligence Suite
I launched the industry's first Client Intelligence Suite, powered by AI, NLP, and LLMs, enabling timely interventions for at-risk patients. This feature enhances care efficiency, empowers caregivers to prevent adverse events, saves lives, and reduces healthcare system burdens, aligning with value-based compensation models. (Learn More)
Visit Optimizer
I helped address healthcare’s employee retention and scheduling challenges by launching Visit Optimizer. Using advanced algorithms, it matches caregivers to vacant visits based on configurable criteria, ensuring the best fit for each patient, preserving care continuity, and driving significant cost savings for customers. (Learn More)
PREVIOUS ROLEs & PRojects
– Senior Manager, Product Marketing –
At Daylight (a low-code RPA platform, acquired by Quadient EPA: QDT), I served as the product marketing lead, rapidly scaling the department to drive growth. I crafted messaging, defined target segments, and developed a comprehensive go-to-market framework that aligned product, partnerships, and demand generation teams with a scalable strategy. Additionally, I designed a sales enablement plan, including impactful collateral and competitive insights, while collaborating closely with product and engineering teams to structure major releases effectively.
As their first Product Marketer, I was eager to build the department from the ground up while simultaneously supporting the rest of the organization through strategic initiatives geared towards sales and partnerships enablement, buyer persona targeting/development and laying a solid foundation for product, sales and partnerships with a holistic Go-To-Market framework.
I learn by doing - so I built my own onboarding plan and quickly got up to speed to begin contributing with 2-3 weeks of joining Daylight.Below are small samples of my projects during my time at Daylight.
ICP Development
Uncovered key personas, conceptuali, and delivery of a comprehensive ICPs and personas, unlocking the sales to move forward with their territory plans.
Sales Enablement
Conceptualized a comprehensive sales and competitive enablement program, and delivered an array of collateral helping prospects advance further down the funnel and partnerships teams to cross-sell Daylight’s platform.
GTM Strategy
Built a cross-functional GTM framework, resulting in formalized release process, faster sale cycles, and acceleration of demand generation activities.
– Product Marketing Manager, Billing & Accounting –
Clio is the leader in Legal Practice Management Software and one of Canada’s fastest-growing technology companies. I am responsible for leading the strategic product marketing initiatives for the billing, accounting, and a number of our tier 1 app partner integrations. I lead a cross-functional team of marketers while partnering with product, sales, and executive sponsors who work across Clio’s Suite of SaaS products. As the portfolio owner for Clio’s collections features including in an interim capacity, its Payments as a Service (PaaS) platform, I’ve been able to increase bill sharing behavior and ultimately grow the payments volume.
Below are some of my recent and notable Projects!
Feature Release
AUTOMATED BILL REMINDERS: SIMPLIFYING COLLECTIONS
PROBLEM
71% of legal professionals rank revenue as the single most important indicator of growth, while 14% of all hours invoiced never get paid. During times of uncertainty, the ability for legal professionals to collect on outstanding invoices, while doing their legal work is imperative to their long term success. However manually tracking outstanding bills and reminding your clients to pay is time consuming, and reduces the ability for firms to maximize their billables.
Objective: Enable customers to save time and reduce overhead costs while getting paid and providing a best-in-class client experience.
Solution: Automated Bill Reminders that tracks client’s outstanding bills and balances and professionally follows up on our customer’s behalf.
Achievements
1 - Increased the adoption of Clio’s billing features, resulting in a greater number of customers generating and sharing bills within Clio.
2 - Enabled customers to collect more of their O/S balances and on average contributing >3% to monthly payments volume for Clio.
Case Study
Content Marketing
DIALPAD INTEGRATION: Enabling Remote Communications
PROBLEM
Traditional landlines limit the ability to work remotely, while manually recording and tracking time spent communicating on the phone is cumbersome. Furthermore, as a legal professional, there shouldn't be a tradeoff between privacy and sharing personal phone numbers with clients and staff.
Objective: Launch a natively built VOIP integration enabling customers to capture and log time spent while communicating with their clients.
Solution: Partner with one of the industry’s most feature-rich VOIP providers, and build a successful GTM strategy with a focus on sales and support enablement.
Achievements
1 - Worked alongside our partner to craft joint position and GTM strategy, with the objective of cross-pollinating customers to generate a new up-sell opportunity.
2 - Crafted and deployed assets and collateral internally for sales/support teams and externally to customers in including the Clio Community, as means to generate customer interest and drive adoption of the integration.
Assets
- View the Customer Case Study & Q/A on Clio’s Website.
- Joint landing pages & positioning: Clio | Dialpad
- Dialpad Integration Customer Support Article
Case Study: Early into the Covid-19 Pandemic, our team shifted to enabling our customers to transition to remote work seamlessly. A pivotable part of making this transition was enabling legal professionals to communicate and scale their operations remotely.
ADOPTION & RETENTION
Clio Payments: Automated Legal Credit Card Payments
PROBLEM
Today’s legal clients aren’t interested in unnecessary trips to the bank. Electronic legal payment processing gives law firms and their clients the ability to exchange money faster and more conveniently, avoiding menial tasks that eat up time and create payment barriers.
Objective: Drive further Clio Payments’ volume via increased activations and credit card transactions during customers’ first 120 days of using Clio
Solutions
Sales: Enables sales to intimately understand and pitch Clio Payments to prospects, subsequently supporting them to close more deals.
Support: Equip customer support teams to enable customers to start processing Payments during their first 120 days, reducing churn and encouraging net retention.
Growth: Simple onboarding journey for Clio Payments, reducing time to value for customers using Clio—boosting customer NPS. Trigger automated emails based on an array of cohorts and triggers, with a CTA to enable Clio Payments.
Achievements
1 - Crafted a holistic cross-functional adoption plan for Q4:2020 inclusive of forecasting targets, customer segmentation, email content, and customer-facing assets to drive adoption and retention for Clio Payments.
2 - Activated over 2300 net new accounts in Q4:2020, highest growth figures since the inception of the product.
Customer Enablement
Improving your Collections with Clio | Clio-Con 2020
NARRATIVE
At Clio - customer success is paramount to why and how we build our features. We discovered in 2019 that over 14% of bills generated actually never get paid. This is why we focused on improving the bill-share workflow in 2020 and released a number of impactful features prior to and at Clio geared towards maximize the speed our customers get paid, the amount they collect, all while spending less time while billing. Here is a session where we outlined these workflow improvements at our flashship conference.
Conference Attendance: Over 4500+ from 46 countries, hosted virtually.
Session Impact: Over 500 customers tuned in virtually, and we gathered over 200+ opt-ins to early access for automated bill reminders.
Amazon CASH: Making E-Commerce Inclusive.
Amazon Cash enables shoppers to use cash or debit to make online purchases. Leveraging QR code and real-time reload technology, customer can loads their digital wallets at over 13,000+ locations nationwide.
Objective: Make shopping at Amazon Canada, inclusive to all.
Solution: Enable Amazon customers the ability to load their wallets using cash or debit at familiar retail chains nationwide.
Technology: Barcode & real-time reload using mobile phone number.
Amazon approached us to help them make the shopping experience in their ecosystem inclusive, by enabling their customers to use cash and debit to make online purchases.
Achievements
1 - Led the launch and retail expansion of Amazon Cash, making the product available in over 13,000 retail locations nationwide.
2 - Tripled the transaction volume within 8 months through execution of multiple promotional and marketing campaigns.
HPIbet: INSTANTANEOUS redemption of winnings.
HPIbet (Woodbine Entertainment Group) is Canada’s premier horse race betting platform, giving Canadians access to over 450 racetracks worldwide.
Objective: Improve customer experience by eliminating the delay to funds.
Solution: Integrate an E-Gift card engine into HPIbet’s platform enable instantaneous redemption of winnings.
Outcome: Accelerated the flow of funds, while generating net new revenue through sub-distributor commissions.
HPIbet’s main objective was to reduce the 3-5 day wait time for EFT transfer into customer’s bank accounts. Using this E-Gift card solution, we made redemption instant while generating a new revenue stream.
Achievements
1 - Enabled HPIbet’s customers to de-load winnings in real-time, resulting in a new revenue stream.
2 - Advanced and further evolved the relationship with the partner.
Changejar + AMAZON: OMNI-CHANNEL CASH DIGITIZATION PLATFORM.
ChangeJar enables instantaneous digitization of in-person cash payments quickly and seamlessly at the point of sale.
For Amazon
Objective: Access to new markets/increased footprint. Seamless cash digitization into e-commerce.
Solution: Provide an outward mechanism from ChangeJar digital wallet to the Amazon Cash wallet.
Technology: Leveraged real-time reload to debit one wallet and credit the other instantaneously.
ChangeJar Customer Journey
Customer: Customer walks into participating retailer looking to make an everyday purchase.
Point of sale: Customer takes items to POS and makes cash purchase.
Payment: Customer pays for goods, and has the option to defer the change to their ChangeJar Wallet.
Customer scans their QR code at POS and funds are immediately loaded into their wallet.
Paysimply.ca: paying taxes made simple.
PaySimply is a simple and secure way for Canadians to pay their taxes online or in-person.
For Intuit
Objective: Enabling Turboxtax customers the choice of paying their taxes instantly online, via credit card, PayPal or in-person at Canada Post.
Solution: Integrate at the point of checkout, providing choice for the customer and reducing abandonment.
Intuit’s main objective was to improve their customer experience by providing a payment solution that is not only simple but also inclusive when it comes to paying taxes.
Achievements
1 - Reduced cart abandonment for taxes payable customers.
2 - Net-new revenue through collection of fees for online tax payments.