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Hi, I'm Najath

I used to study skin cells. Now I study customers.

I'm a tech marketer. The work I enjoy the most within marketing is the strategy and communications side. I love researching and collecting data and turning it into the perfect product story and growth plans.

  • Growth at Haletale
  • MBA candidate in Technology Leadership, Schulich
  • President, Schulich Product Management Club
  • Forte Fellow
Connect on LinkedIn See my journey
A petri dish where speech bubbles from customers are growing next to skin cells is it simple? how much? ugh, spreadsheets we tried 3 tools
fig. 1: customers, under the microscope

Product marketing Positioning GTM strategy Customer research Applied AI Storytelling

Journey

The plot so far.

lab coat → laptop

Biotech grad, researcher, mom, startup co-founder, MBA candidate. In every one of those roles I ask a lot of questions and follow the data.

  1. 2014–2018

    Chapter 1

    The science years

    American University of Ras Al Khaimah, UAE · BSc, Biotechnology

    I grew up in the UAE and studied biotechnology there. It's where I learned to run an experiment, read the results and explain them to people outside the lab.

  2. Research
  3. 2022–now

    Chapter 3

    The startup

    Haletale · Co-founder, Growth · Toronto

    Haletale makes property management software for property managers with 50+ doors. I built our marketing function from scratch and now lead growth across product marketing, positioning and GTM.

    Accelerators DMZ · YSpace · Antler · Communitech Fierce Founders

    • Product marketing
    • Positioning
    • GTM
    • Customer research
    • Applied AI
    • Team leadership
  4. Alongside

    Chapter 4

    The brand

    Azelefa · Fractional Marketing Lead · Canadian modest fashion brand

    I lead Azelefa's marketing end to end, across brand, creative, lifecycle and growth.

    • Lifecycle
    • Pricing
    • Creative direction
    • Analytics
    • Brand
  5. 2026–2027

    Chapter 5

    The MBA

    Schulich School of Business, York University · MBA candidate in Technology Leadership · Class of 2027

    My bridge to grow from the early stages of my career, working with early-stage startups, into more product and GTM-focused roles in scaleups and bigger enterprises.

    • Forte Fellow.
    • President of the Schulich Product Management Club.

Chapter 6?

The next chapter.

I'm looking for product marketing, strategic and GTM roles combining customer and market insights into a perfect product story!

Let's talk

About me

The human bit.

ask me about sparring

Born and raised in the UAE as a proper third-culture kid. You can take a girl out of Dubai, but you can't take Dubai out of a girl. A part of me still lives in that country. Moved to Canada in 2018, which has ever since become my “forever” home.

I'm a mom, a painter, and at heart still a scientist. I call myself an ambivert: I'm energized by talking to growth-minded people and their ideas but simultaneously need sufficient time alone to reflect, reset and recharge.

  • My wrapped hands and boxing gloves at Muay Thai training

    Muay Thai

    As a woman whose height barely made the 5-foot mark, I'd say Muay Thai is the biggest physical challenge I have taken on. Training has taught me to confidently tackle hard things and given me the mindset to not be afraid of challenges.

  • My painting of purple lilacs against a pale blue sky My painting of two pink flamingos on a deep blue background

    Painting

    I dabble in acrylic and oil painting. I mostly paint nature and would call my style somewhere between impressionism and realism.

  • A playground spread I illustrated for a self-published picture book

    Picture books

    I occasionally work as a picture book illustrator for self-published authors. I've illustrated 3 books so far!

  • A colander of cucumbers, cherry tomatoes, peppers and grapes from my garden

    Gardening

    In the summers, I'm mostly experimenting with my garden.

  • A stack of novels from my shelf, including Hamnet and Klara and the Sun

    Reading

    A fan of classics, literary fiction and psychology!

Skills

What I'm good at.

understand, position, grow

Researching, understanding gaps in the market and pain points of customers, and turning those insights into product positioning and growth mechanisms

Understand

Customer insight

  • Customer interviews and call analysis
  • ICP and personas
  • Customer journey mapping
  • Competitive research
  • Sales, order and product analytics
  • Business reviews for founders

Position

Product marketing

  • Positioning and messaging
  • Feature launches
  • Brand voice and storytelling
  • Creative direction
  • Writing and communication
  • Breaking down complex topics into simpler terms

Grow

GTM and growth

  • GTM plans and market entry
  • Sales and product alignment
  • Lifecycle and retention
  • Funnel and CRM design
  • AI agents and automation

Toolkit

  • Claude
  • Clay
  • HeyReach
  • PostHog
  • Google Analytics
  • Looker Studio
  • Klaviyo
  • Brevo
  • Shopify
  • ClickUp
  • Canva
  • Framer

Writing

Notes from my Substack.

Life and marketing notes, written between client calls and parenting.

Subscribe on Substack

Books

On my shelf.

tap a spine

A few of my favorites.

Literary fiction

East of Eden

John Steinbeck

what stayed with me

East of Eden is a book that has complex human characters and explores human nature, morality, love and free will. It left me questioning the nature of good and evil, and whether circumstances shape our choices or vice versa.

Contact

Let's talk.

Hiring for product marketing, GTM or product strategy? I'd love to hear what you're building.