Scaling PMM Across a
Global Identity Leader.

IDEMIA brought in a team of PMM Directors around the same time to level up its go-to-market capabilities across a $3B global portfolio. I owned the technical product marketing lane within Digital Identity — focusing on the complex, government-grade solutions where deep technical fluency mattered most.

The organization had strong technology and deep domain expertise, but GTM execution was inconsistent. Product launches lacked structure, messaging varied by team, and sales needed a sharper technical narrative to compete for high-stakes government contracts and enterprise partnerships.

Within Digital Identity, I built the positioning frameworks, ICP definitions, and technical messaging architecture for the product lines I owned — including Mobile ID, STORM, and Converged Card. I developed the GTM launch process and sales enablement infrastructure that gave field teams a consistent, technically credible narrative.

Working in a pod structure with product, sales, and engineering, I translated complex biometric and credential technology into differentiated market positions. The work spanned government DMV relationships, enterprise tech partnerships, and Law Enforcement — requiring both technical depth and cross-functional alignment across distinct buyer audiences.

IDEMIA was already the leading issuer of physical driver's licenses in the US. The challenge was translating that physical credential leadership into the digital future — launching Mobile IDs (mDLs) before competitors could establish a foothold in state DMV contracts.

This was a uniquely complex multi-sided market. Winning required convincing three distinct audiences simultaneously: state DMVs (to issue mDLs), Relying Parties (venues, retailers, airports where IDs would be accepted), and consumers (to download and trust a digital ID).

I positioned IDEMIA as the natural trusted partner for state-issued Mobile IDs — reinforcing government-grade security credibility while making the consumer case through real-world use cases: purchasing alcohol at a football stadium, transferring a vehicle title digitally, expediting airport security.

I worked with IDEMIA's product team to define and refine the state mDL app experience, collaborated with DMVs on developing acceptance scenarios, and partnered with a marketing agency on consumer awareness campaigns: videos, billboards, and on-the-ground activations. The strategy culminated in winning multiple state RFP contracts — and a landmark partnership with Apple to launch driver's licenses directly in Apple Wallet.

Several US state DMV Driver's License contracts were approaching re-compete, representing $45M+ in TCV. Competitors were aggressively spreading fear and doubt about IDEMIA's solution — threatening relationships IDEMIA had built over years of physical credential issuance.

The standard playbook of feature comparisons and customer testimonials wasn't going to be enough. We needed a strategy that reframed the conversation entirely — one that made IDEMIA's covert security features the only credible choice.

I commissioned SPACT — an institution specializing in fraud and counterfeiting research — to conduct a comprehensive analysis of fraudulent IDs available on the surface web and dark web. The study documented a $100M+ annual market for fake IDs and catalogued the extent to which anti-counterfeiting features (holograms, barcodes, microprinting) were being replicated.

Critically, the research revealed that IDEMIA's covert security features were not being replicated in fraudulent documents — while competitor features were. I turned this intelligence into a white paper, executive presentation, and closed-door briefing series with DMV leadership and state law enforcement. AAMVA — the American Association of Motor Vehicle Administrators — published our findings in their member magazine, amplifying credibility across every state DMV in the country.

IDEMIA's product portfolio spanned the full arc of identity — from physical credentials to cloud-based biometrics to digital wallet integrations. But no single narrative connected them into a coherent vision of where identity was going. The company risked being seen as a legacy credential printer rather than a forward-looking identity infrastructure company.

At the same time, new market opportunities were emerging — from alcohol age verification at unmanned retail kiosks (accelerated by COVID) to convergence between physical access and payment cards — that required entirely new GTM strategies and business case development.

I developed the Identity on the Edge whitepaper and campaign — a thought leadership platform positioning IDEMIA at the intersection of AI, edge computing, and identity. The campaign landed IDEMIA in conversations with 4 of the 5 largest global companies by market cap, establishing board-level credibility for enterprise partnerships.

I led the launch of STORM — IDEMIA's industry-first cloud-based fingerprinting platform — writing the positioning, go-to-market strategy, and Law Enforcement sales enablement. I also developed the GTM strategy for the Converged Card with Mastercard (a physical credential that doubles as a payment card), and built the business case for COVID-era curbside alcohol delivery ID verification — opening an entirely new commercial market segment.