Mastering ‘Jobs to Be Done’

Rina is the CEO of Productside. She began her career at McKinsey & Company as an analyst on the credit portfolio team, offering trading recommendations to hedge against credit and interest rate exposure. She then joined MetLife’s Global Leadership Development Program, focusing on employee recognition programs and removing roadblocks to support intrapreneurship in the Latin America Office of Innovation. Rina joined the Productside with a focus on bringing transformative change to organizations by arming product people with the right tools and skills to do great product management. Her job running the company at the Productside is made easy with an amazing team aligned on continuous learning and development and determined to go above and beyond to always delight their clients.

Rina is a member of the Association of International Product Marketing and Management. She received a Bachelor of Arts with honors in Economics and European Studies from Amherst College, and a Master of Business Administration from Harvard Business School.

Tom Evans is a Senior Principal Consultant and Trainer at Productside and is an internationally recognized authority in product management, product marketing, international business, go-to-market strategies, business partnerships and entrepreneurship. In his extensive experience, he has helped start-ups through Fortune 500 companies create and launch winning products and has led business development efforts in the US and global markets.

Tom has been responsible for successfully developing and implementing Product Management & Product Marketing methodologies at multiple companies. Tom’s experience covers numerous vertical industries, technologies, and international markets. His industry experience includes complex software solutions for manufacturing, document management, call centers, financial services, and project management.

Tom lived and worked in Brazil and has conducted business internationally, including Europe, Middle East, Africa, Latin America, and Asia-Pacific. Tom was a contributing author to the “42 Rules of Product Management” and to the “42 Rules of Product Marketing”.

Tom has achieved the following certifications from the Association of International Product Marketing and Management (AIPMM): Certified Product Manager (CPM), Certified Product Marketing Manager (CPMM) and Agile Certified Product Manager & Product Owner (ACPMPO).

Tom has a BSEE from The United States Air Force Academy, an MSEE from The University of Dayton, and graduated with honors with an MBA from The University of Texas at Austin.