175: Hope Barrett: SoundCloud’s Martech Leader reflects on their huge messaging platform migration and structuring martech like a product

Episode notes

What’s up everyone, today we have the pleasure of sitting down with Hope Barrett, Sr Director of Product Management, Martech at SoundCloud. Summary : In twelve weeks, Hope led a full messaging stack rebuild with just three people. They cut 200 legacy campaigns down to what mattered, partnered with MoEngage for execution, and shifted messaging into the product org. Now, SoundCloud ships notifications like features that are part of a core product. Governance is clean, data runs through BigQuery, and audiences sync everywhere. The migration was wild and fast, but incredibly meticulous and the ultimate gain was making the whole system make sense again. About Hope Hope Barrett has spent the last two decades building the machinery that makes modern marketing work, long before most companies even had names for the roles she was defining. As Senior Director of Product Management for Martech at SoundCloud, she leads the overhaul of their martech stack, making every tool in the chain pull its weight toward growth.