My work at Deliveroo

2018 - 2021

When they say it’s a rocket ship, believe them.

I started Deliveroo in June 2018 as a lead Product Marketing Manager on the Growth team. Over three years, I looked after our broader portfolio of restaurant technology products & commercial services. Here’s how it all happened:

First, I brought Deliveroo’s Restaurant Ad Platform (Marketer) to market in 14 countries. Through a deeply collaborative 18-month go-to-market strategy, we surpassed our goal of 8% attributed Order Volume and 1 million incremental orders within the first 12 months. As a PMM, I owned the strategy and execution of the go-to-market plan, positioning, value messaging, internal enablement, and product education. All of my elbow grease went into unlocking broad strokes of global adoption across a portfolio of 100,000 restaurant partners, with zero budget, and to maintaining healthy adoption (averaging 60% engagement repeat rate). One of my proudest achievements was creating a commercialisation plan for Marketer that protected the best interests of restaurants, and the long term economic health of our growth / revenue trajectory. I was promoted to Senior Product Marketing Manager for the Growth team in March 2019.

At this point, it still felt like Day 1!

In partnership with my Product Manager, Mikayla Markrich, and our all star Data Scientist Bastien Brier, we built and presented the first 3 year strategy for Marketer to the senior executive suite. We were given the freedom to articulate our vision for Marketer not just as a product, but a business unit powering the economic viability of Deliveroo. We pushed ourselves to develop a strategy that would withstand the implicit volatility and velocity that defines Deliveroo’s growth trajectory. Now, one year later, we’ve brought the majority of our plan to fruition.

And with that exercise, I saw a bigger opportunity for Deliveroo. We had a strong and competitive suite of products and innovative services available for our partners, but we lacked expertise in packaging and positioning these products to the right restaurant partners based on who they are.

I was promoted to Head of B2B Product Marketing in December 2019.

In my new role, I managed a team to build the right strategic foundations for a new Product Marketing global function - working to align our full portfolio of products based on restaurant needs. I was deeply passionate about leading the Deliveroo business towards an evolved, differentiated restaurant value proposition that was executable across product, commercial, and marketing teams.

I launched a scalable framework for the Go-To-Market process from technical product launches to refining our competitive value proposition of existing services. I built quantified feedback loops to inform product roadmap prioritisation, and most importantly, I was able to help bring five new products to market to support restaurant partners during the COVID-19 crisis.

And somehow, three years later, it still felt like Day 1.

Feedback from Deliveroo colleagues:

Alex Sonnenberg, former Director of Product Marketing

“At first, it seemed like the business was unclear on both the role and value of PMM. Alicia came into that situation in 2018, reporting into managers who were not from that background either, and decided to show the business what a good PMM looked like. She’s incredibly experienced within the discipline, and has a very clear definition in her mind of what great looks like. Not only did she build and articulate a fantastic framework for the function, but she more importantly proved the value with what she did. It has been said to me many times in person - but people who work with Alicia know what a PMM is, and why they can deliver so much value. She has become the embodiment for the discipline working well at Deliveroo.”

Saskia Liebenberg, former Senior Research Programme Manager

“I worked closely with the Growth team over the summer, during the big launch. Alicia joined the team as PMM in that time, and immediately added so much value. She not only coordinated the launch plan but also immediately became the voice of the product to the business and other teams, coordinating between different product groups to ensure everyone understood what’s happening, how it will affect them and where we’re at in the launch timeline. She understands the marketplace incredibly well, helping the team to position what we offer within this context.”

Luke Carpenter, Growth Engineer

“Before you started I had no idea what a PMM did or why we needed them, but now after you’ve helped us inform the product MVP with real feedback, and launched Marketer globally, I cannot imagine not having that role in our team.”

Let's talk!

Interested in working together? I’m available for podcasts, interviews, conference talks, or a friendly chat.

Drop me a message at hello@aliciacarney.com