From Marketing to Product: The Path to Product Leadership with Angela Fleming

Introduction and Angela’s Journey to Product Management

Nicole Tieche | 00:00–00:25

Hi everyone, I’m **Nicole Tieche**, your host for *Trailblazing Women in Product Management*. Today, my guest is **Angela Fleming**, VP of Product at **FreeAgent**, and I’m thrilled to have her with us to share her journey and insights from the world of product management.

Angela Fleming | 00:25–03:08

Thank you, Nicole, it’s a pleasure to be here. My path into product management was anything but traditional. I didn’t study computer science — I came from marketing and business consultancy. I spent over a decade in the automotive sector, working on marketing CRM and later as a business consultant for a tech company. Interestingly, I had been a user of their software before joining, which gave me a deep understanding of customer challenges.

That perspective helped me transition naturally into product — connecting business needs with technical teams. Eventually, a former colleague reached out and encouraged me to apply for a product management role. I had no idea what it was at first, but I was curious, and that curiosity became the foundation of my career.

Moving from Marketing and Consultancy to Product

Angela Fleming | 03:08–04:44

Coming from marketing, I thought product management meant fixing all the issues I’d encountered as a marketer. But it quickly became about understanding **customer problems**, translating insights into solutions, and collaborating across teams. My previous consultancy experience helped me identify gaps and communicate those effectively with engineers. That’s where I found my passion — solving real customer problems through technology.

Discovering Passion for Solving Customer Problems

Angela Fleming | 04:44–07:02

The more I worked in product, the more I realized how much I enjoyed the discovery process — diving deep into assumptions, uncovering insights, and finding unexpected solutions. Product management gave me the space to apply creativity and empathy to problem-solving, which was incredibly rewarding.

The Evolution of Product Management Over the Years

Angela Fleming | 07:02–09:24

When I started, engineering was king. Product management existed, but it wasn’t widely understood. Today, it’s a well-defined discipline with immense opportunities. I find it inspiring how people now take bold steps — spotting problems, creating startups, and pursuing innovation.

I’m also constantly learning through books and podcasts. One I always recommend is Escaping the Build Trap by Melissa Perri, which profoundly influenced my mindset on shifting from outputs to outcomes.

Learning from Melissa Perri and Shifting to Outcomes

Angela Fleming | 09:24–10:07

Melissa Perri’s work reminded me that **outcomes** matter more than outputs. I’ve learned that success isn’t about how many features you ship but the value you deliver to customers.

Applying the “Jobs to Be Done” Framework

Angela Fleming | 10:07–11:13

At FreeAgent, we’re strong advocates of the **Jobs to Be Done** framework. It helps us identify the user’s true goals and structure our product strategy around core jobs that need to be accomplished. This approach keeps us grounded in customer value and ensures alignment across teams.

Collaborating with Research and Design Teams

Angela Fleming | 11:13–13:19

We’ve also integrated **Outcome-Driven Innovation (ODI)** into our collaboration with research and design. By mapping satisfaction versus importance, we can prioritize what truly impacts users. This partnership between product, design, and engineering strengthens our insights and leads to better outcomes.

Hiring and Identifying Cultural Fit

Angela Fleming | 13:19–15:38

When hiring, cultural fit is as important as skill. We ask candidates why they want to join FreeAgent and what motivates them. The way they describe success and collaboration reveals a lot about their mindset. We look for curiosity, humility, and a genuine interest in solving problems.

What Angela Looks for in Product Candidates

Angela Fleming | 15:38–16:54

I value **empathy**, **listening**, and **data fluency**. Product managers need to combine intuition with evidence. If someone can’t empathize with customers, it’s a red flag. We use data constantly to validate assumptions and guide decisions.

The Role of Empathy and Data in Product Decisions

Angela Fleming | 16:54–18:27

Empathy drives understanding, and data sharpens clarity. Great product leaders blend both. You have to connect emotionally to the customer’s problem and then back it up with measurable insight.

Advice for Aspiring Product Managers

Angela Fleming | 18:27–19:11

Don’t be intimidated by technical requirements. Focus on developing **soft skills** like collaboration, storytelling, and observation. Volunteer for product-related projects where you can shadow or assist experienced PMs.

Guidance for Women in Product Management

Angela Fleming | 19:11–21:32

Women shouldn’t feel they need to fit a mold. Product management welcomes diverse experiences. Seek mentors, ask questions, and remember — your background is an asset, not a limitation.

Finding Mentorship and Building Networks

Angela Fleming | 21:32–23:26

Mentorship and networking open doors. I co-organize **ProductTank Edinburgh**, part of the global **Mind the Product** community. It’s a space for PMs, designers, and engineers to share insights and opportunities. Community events like these are invaluable for learning and connection.

Product Tank Edinburgh and Community Building

Angela Fleming | 23:26–25:28

We’ve had attendees from all walks of life — HR, marketing, design — all curious about product management. That diversity brings richer conversations. Everyone has something to contribute.

Embracing Diversity and Advocating for Yourself

Angela Fleming | 25:28–26:07

Diverse teams are stronger teams. Don’t be afraid to advocate for your ideas and share your unique perspective. Product thrives on different ways of thinking.

Closing Thoughts and Reflections

Nicole Tieche | 26:07–End

Angela, thank you so much for sharing your story and advice with us today.

Angela Fleming | End

Thank you, Nicole — it’s been wonderful. And to anyone listening, don’t be afraid to take that leap into product. It’s a challenging but incredibly rewarding journey.