Tamara Santiago

Languages

  • EnglishFull Professional
  • PortugueseNative
  • SpanishLimited Working

Experience at

Adobe
Sage
Access Group
Workiva
AudienceScience

About me

25 years of strategy.
Now at AI speed.

I'm Tamara Santiago Downes — a product marketing leader with over 25 years of experience building and scaling B2B SaaS businesses across EMEA. I've worked at the intersection of strategy and execution throughout my career, from global enterprises like Adobe and Sage to high-growth scale-ups. I specialise in the full product marketing lifecycle: go-to-market strategy, proposition development, product launches, sales enablement, and analyst relations.

At Adobe, I led Document Cloud's EMEA launch — a $300M business — growing subscription mix from 10% to 89% in the Nordics and UK. At Sage, I built the Digital Network product marketing function from scratch, achieving 8M+ digital interactions in 6 months, and boosted banking product adoption from 29% to 80% by redesigning the onboarding journey.

Today, through TSD Consultancy | MarketMotion, I bring that same strategic depth to small businesses and scale-ups — the businesses that need enterprise-quality thinking without the enterprise price tag. I combine 25 years of hard-won expertise with AI tools to help teams move faster, launch smarter, and grow with confidence. Based in London, working globally.

How I work

Three principles I live by

Clarity

Strategy only works when everyone understands it. I translate complexity into clear positioning and plans that your whole team can act on.

Results

I measure what matters. Every engagement has defined outcomes and a path to real business impact — not just deliverables.

Velocity

AI changes the speed of everything. I help businesses move faster without sacrificing the strategic thinking that makes growth stick.

What colleagues & clients say

In their own words

Recommendations from leaders at Adobe, Sage, and beyond.

Tamara exhibits all the behaviors I hope to find in leaders. In addition to all the usual stuff like drive, passion, commitment, and smarts, she's also very collaborative. She knows her success depends on making others successful and lifts everyone around her. She also owns outcomes and won't let challenges that would slow others down in any way affect her personal accountability.

AH
Aaron Harris
Global CTO · Sage

Tamara is one of the best product marketing professionals I know. She is extremely strategic, thoughtful and hardworking. She knows to ask all the right questions so that she can get to the right messages. She can understand complex topics, new technologies and products, and crisply synthesize the key points relevant to bring to the front. It is a joy and pleasure to work with Tamara.

SG
Shivani Govil
CXO | Global Tech & Business Leader · Ex Google, SAP

Tamara was part of my leadership team at Sage as Director of Product Marketing. Tamara is mission-driven, dedicated and always takes personal responsibility for what she delivers and how she delivers it. She played an important role in contributing to the definition, planning and executing internal and external communications.

KK
Klaus Kaasgaard
VP Product · Sage

Tamara is a very gifted marketer who can easily shift between tactical, demand oriented activities, to driving strategic focus and initiatives that span the business. She is incredibly driven and focused, but also develops very strong collaborative relationships and alignment along the way. She is a pleasure to work with and adds value to the business every day.

MG
Mark Grilli
CMO · Adobe

Tamara was a one person show for all of AudienceScience's non-US marketing efforts. Based in London, she deftly managed a wide variance of clients and offices including Germany, Japan and Singapore. She is very bright, creative, organized and generally motivated to do better every day. I was very relieved to have someone as independent and multi-talented as Tamara!

ER
Emily Riley
CEO & Founder · Riley Strategic LLC

Tamara is a wonderful colleague to work with. She is a very experienced strategic product marketer and propositions lead. She is able to pull together the big thinking projects while also getting hands on to make things happen. She's extremely adaptable and a great member of the team. It was a pleasure to work together.

JP
Jemma Price
Director of Marketing & GTM · Education & Non-Profit Sectors

Tamara is an amazing manager and an even more amazing person. She helped me transition to Sage by both throwing me directly into the fire while also ensuring I had the support I needed. Her confidence in me and the rest of our small product marketing team was the foundation we needed to be successful. She is both a tremendous leader and team player.

ML
Monica Lanctot
Senior Product Marketing Manager · Sage

Expertise

Skills & tools

Full-stack marketer with enterprise credentials and hands-on AI capabilities.

GTM StrategyProposition DevelopmentProduct LaunchesSales EnablementAnalyst RelationsDemand GenerationAccount-Based MarketingCustomer Journey MappingPersona DevelopmentTAM/SAM/SOMCompetitive IntelligenceMessaging & PositioningAnthropic ClaudeChatGPT / GPT-4n8n / Make.comCustom AI AgentsPrompt EngineeringAI Workflow AutomationVibe CodingAI Image & Video GenAI Assistants & ChatbotsHubSpotNotionZapierGoogle AnalyticsSalesforceMarketoFigmaSirius Decisions / Forrester Framework

Credentials

Certifications & AI training

Hands-on, practical AI skills that directly underpin the consultancy work.

Generative AI Bootcamp

Outskill

May 2026
Prompt EngineeringAI Tools BuildingVibe Coding & App DevelopmentAutomated AI WorkflowsCustom AI AgentsN8N AutomationAI Images & Video Creation

Claude Code & Cowork

Anthropic

2025–2026
Claude CodeIntroduction to Claude CoworkFull course suite

CSRD Fundamentals

Professional Development

2024
Corporate Sustainability Reporting

Gemini in Google Workspace

Google

2024
Gemini DocsGemini SlidesGemini Meet

Education

Oxford University

Digital Disruption & Platforms Programme

Oxford University

2022

LBS

Leadership Program — The Green Door Project

London Business School

2020–2021

IE Business School

Master, Digital Marketing

IE Business School

2012–2013

FGV Fundação Getulio Vargas

MBA, Business Administration

FGV Fundação Getulio Vargas

2004–2006

Career

Where I've been

Senior Product Marketing Manager

Workiva

2025–Present

London

  • Senior product marketing for Workiva's EMEA market
  • GTM strategy, positioning, and sales enablement

Founder & AI Marketing Consultant

Consultancy

TSD Consultancy | MarketMotion

2024–Present

London

  • AI marketing strategy and automation consulting for SMBs and scale-ups
  • GTM and growth strategy engagements across EMEA
  • Building free AI and marketing content for growing businesses

Director of Proposition Marketing

Access Group

2023–2024

London

  • Led proposition development across Access Group's SaaS portfolio
  • Defined messaging and positioning for enterprise and mid-market segments

Global Senior Director of Product Marketing

Sage

2019–2023

London

  • Built the Digital Network product marketing function from scratch
  • Delivered 8M+ digital interactions in 6 months
  • Grew banking product adoption from 29% to 80%
  • Saved £1.57M in development costs through strategic prioritisation
  • Delivered 62 analyst briefings to Gartner, IDC & Forrester — doubled report mentions

EMEA Document Cloud Market Lead / Sr. PMM Manager

Adobe

2014–2019

London

  • Led EMEA launch of Adobe Document Cloud — a $300M business
  • Grew subscription mix from 10% to 89% in the Nordics & UK
  • Adobe eSign revenue +46% YoY across EMEA

Director of International Marketing

AudienceScience

2012–2014

London

  • Led international marketing strategy across EMEA and APAC
  • Built partner marketing programmes and regional GTM plans

Marketing Leadership Roles

Moxie Software · Vocus · Reed Business Information · Editora Abril

2000–2012

Brazil & UK

  • Built foundation in B2B marketing across media, software, and publishing
  • Progressive leadership across two continents