The 3 Best Articles Written by Arielle Jackson

Articles by Arielle Jackson

Arielle Jackson is a marketing and communications expert who has worked with various companies to help early-stage founders with go-to-market strategy, messaging, positioning, and launch execution. She has also served as a Marketing Expert in Residence at First Round Capital since June 2014, where she works with First Round founders on positioning and marketing strategy. Before this, she served as the Head of Marketing & Communications at Cover, which was later acquired by Twitter. Additionally, Arielle worked for Square as Director, Retail Partnerships & Marketing Programs, where she led retail distribution partnerships, developed programs to drive merchant acquisition, and launched Square Stand. Arielle also worked as a Product Marketing Manager at Google for nine years, where she was responsible for Gmail and Google Apps marketing.

Three Moves Every Startup Founder Must Make to Build a Brand That Matters
Arielle Jackson, Marketer in Residence, First Round Capital
Arielle covers exercises that help define a company's purpose, position, and personality: • Purpose: Articulate how the company will change the world for the better, by looking at the intersection of the cultural tension that exists in the world relative to your product and your brand's best self • Position: Define what makes your company unique and different and what it will deliver • Personality: Create a voice guide to ensure consistency in written copy
Branding
So You Think You’re Ready to Hire a Marketer? Read This First.
Arielle Jackson, Marketer in Residence, First Round Capital
Arielle provides a list of questions that help you determine timing for hiring your first marketer: • Are you a B2C or B2B company? • Do you have your GTM motion figured out? • Do you have multiple marketing challenges that you as the founder cannot tackle well? • Does your headcount budget line up with your marketing budget?
Hiring Marketers
Positioning Your Startup is Vital — Here’s How to Nail It
Arielle Jackson, Marketer in Residence, First Round Capital
This article is a great introduction to positioning and why it's important. It includes a positioning exercise with examples, and then explains naming and messaging methodologies in the context of a positioning foundation.
Positioning