Results
Built a specialist PMM foundation across all four Enhesa product lines (EHS, Product, Chemical, Corporate Sustainability): ICP, win-loss across 24 calls, 13-plus competitors, and unified positioning
Shipped a 90-day, 20-article AEO and SEO pipeline with 10 briefs and an AirOps execution package, handed to the digital team
Built an AI marketing system of skills and agents on Claude Code so one PMM runs the motion across four lines, plus a sales deck, case studies, and a launch framework
Overview
Enhesa is the regulatory intelligence behind compliance teams at half of the Global Fortune 500. Its analysts track environmental, health, safety, chemical, and sustainability law across 400 jurisdictions and 60 languages, then turn it into clear, actionable guidance on a subscription, so a multinational can stay compliant everywhere it operates. Founded in 1989 and headquartered in Brussels, with offices across three continents, Enhesa is backed by the private-equity firm CGE Partners and has made six acquisitions since 2020. It sells four product lines into the same enterprises, against rivals like Sphera, VelocityEHS, and C2P.
Michi Tropeano joined Enhesa as its first centralized product marketing hire, responsible for all four product lines at once: EHS Intelligence, Product Intelligence, Chemical Intelligence, and Corporate Sustainability. Each sells to a different buyer, against a different competitive set, with its own proof. My job, working with Michi and the digital lead, Jess, was to build the PMM foundation that serves all four without flattening what makes each one specialist, and then the AI system that lets one team keep it current.
Four product lines and one marketer is a structural problem. Done badly, the four blur into a generic compliance-platform pitch that wins none of the four specialist buyers. Done as four silos, the work cannot scale past one person. The brief was a foundation specialist enough to win each buyer and unified enough for a single team to run, plus the tooling to keep four product narratives current as the regulation, and the roadmap, kept moving.
Scope
I built the PMM foundation first, then the system to run it, across all four product lines.
The PMM foundation, across four product lines. ICP research and personas per line, win-loss across 24 customer and prospect calls, deep research on 13-plus competitors, and the positioning that holds the four lines under one Enhesa story. This is the base every downstream asset reads from.
Messaging for each product line. Positioning and a full messaging set for EHS Intelligence, Product Intelligence, Chemical Intelligence, and Corporate Sustainability, each specialist to its buyer and its competition, distilled into branded review docs for the product managers to sign off.
An AEO and SEO content pipeline. A 90-day, 20-article plan built to win both classic search and AI search on the regulatory questions buyers ask, with 10 briefs written, an AirOps execution package, and a handover to Jess's team to run it.
An AI marketing system. A dedicated library of skills and agents, built on Claude Code, that runs the PMM motion: messaging refresh, competitive monitoring, persona work, battlecards. It lets Michi's team of one operate like a team of several and keep four product narratives current.
The sales and launch assets on top. A discovery sales deck, a set of customer case studies, and a product-launch framework Michi's team can reuse for every release.
"Matteo is one of the few product marketers who truly understands AI, and he ships at the pace of a five-person team. Enhesa has grown a lot and our product lines with it. As the only Product Marketer here, I needed someone with real 360 degree PMM experience who could also help me set up the systems and AI workflows to do more as a one man band. Matteo always goes the extra mile, understands half-briefs, and comes back with a solution that only his experience can really deliver. I'm confident we'll see pipeline impact soon. All I can say right now is that his support in tripling our outputs at the standards I needed has been a real game changer. Hence why we've asked him to come back help us more."
Michele Tropeano
Impact
Enhesa came away with a specialist PMM foundation for four product lines, and the system to keep it current:
A PMM foundation across all four product lines (EHS, Product, Chemical, Corporate Sustainability): ICP, win-loss across 24 calls, 13-plus competitors, and unified positioning
A full messaging set per product line, specialist to each buyer, in branded review docs for sign-off
A 90-day, 20-article AEO and SEO pipeline, with 10 briefs and an AirOps execution package, handed to the digital team
An AI marketing system of skills and agents, built on Claude Code, so one PMM runs the motion across four product lines
A discovery sales deck, customer case studies, and a reusable product-launch framework
