Riya Pariyar Product Marketing

Positioning, go-to-market and lifecycle for B2B and developer products.

riyapariyar16@gmail.com LinkedIn ↗

I make technical products legible, then make people want them.

Positioning, launches and lifecycle for identity infrastructure, developer platforms and consumer apps. I sit between product, growth, and revenue.

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Riya Pariyar
#7 Product Hunt rank reached organically on launch day
12.0% CTR on in-app engagement messaging, above benchmark
41% Lift in feature conversion after the AI Analytics launch
78.9K+ Organic signups from content and SEO initiatives

01 / Latest work (selected)

I was handed four problems, and none of them was the product.

MonoCloud is a young B2B identity and auth platform going up against Auth0 and Clerk. When I joined, four things were unsettled: almost nobody knew it existed; the positioning read like a login company when the product does far more than login; the ICP was aimed at developers when the people signing off were decision makers; and there was no audience to launch into. The product was solid. Everything around it was open.

Since then: competitive teardowns of Auth0, Clerk, Kinde and Scalekit, a repositioning around agent and machine identity that now anchors the homepage, a Product Hunt launch that reached top 7 organically and grew the page to 336+ followers, an outreach framework the team runs as its standard motion, and content across seven channels structured so AI answer engines cite it too.

Some of the work that came out of it:

Blogs

MonoCloud blog Authentication vs Authorization: What's the Difference? Why authorization, not login, is the half most teams underbuild. Read article ↗ MonoCloud blog OAuth for SaaS: What Every Developer & Tech Leader Needs to Know What OAuth actually is, which flow fits which client, and the five mistakes that undo it. Read article ↗ MonoCloud blog AI Agent Security: 7 Real Incidents and Their Lessons Seven real breaches, and the permission patterns every one of them shared. Read article ↗ MonoCloud blog What Are Cedar Policies? Human-Readable Authorization Explained Turning scattered access logic into rules a non-engineer can read. Read article ↗

Newsletter

The Identity Layer · Edition 03 · MonoCloud Your agent should not inherit everything your user can do Across the access patterns we looked at, the median delegation gap was 72%: most of the authority an agent inherits from its user is authority the task never needed. The edition makes the case for keeping user, agent and API as separate boundaries. Read newsletter ↗

02 / What I own

The four things I'm usually brought in for.

Positioning & competitive strategy

Teardowns of how competitors frame the same category, then a narrative that doesn't fight on their ground. Homepage, deck and outbound all saying one thing.

Competitive analysisMessagingNarrative

Go-to-market & sales enablement

Launch plans that survive contact with a real calendar, staged outreach frameworks a team can run without me, and the one-pagers and decks founders actually open.

Launch planningOutreach frameworksCollateral

Onboarding, activation & lifecycle

Finding where the funnel leaks with behavioural data and session replay, then fixing it with copy, in-app prompts and lifecycle email rather than a redesign.

Funnel analysisIn-app copyLifecycle emailRevenue impact

Technical content, SEO & AEO

Developer-facing blogs, comparison pages, demo videos and newsletters, structured so search engines and AI answer engines both cite them, then distributed where the audience is.

SEO & AEO / GEODev contentDistribution

03 / Experience

Four teams in two years, each a different kind of hard.

Jan 2026 to Present

Product Marketing Manager

MonoCloud · B2B identity & auth infrastructure

  • Own competitive positioning against Auth0, Clerk, Kinde and Scalekit ahead of the agentic identity launch.
  • Built the staged outreach framework now used as the team's standard motion; sourced founders across YC, a16z Speedrun and GrowthX cohorts.
  • Run content planning and distribution across Reddit, X, LinkedIn, YouTube, Hashnode and Dev.to for a team of nine.
  • Structure blogs and comparison pages for AEO/GEO, improving visibility in AI Overviews, ChatGPT and Perplexity answers.
  • Led the Product Hunt launch end to end, reaching top 7 organically.
Sep 2025 to Jan 2026

Associate Product Marketing Manager

Squark · Kubernetes-based PaaS

  • Analysed the Git-repo-to-live-app onboarding funnel and documented drop-off points for growth review.
  • Supported A/B experiments across landing pages and the signup-to-deployment journey.
  • Wrote developer-friendly explanations of CI/CD, autoscaling and VPC provisioning; maintained the competitor tracker.
Apr 2025 to Sep 2025

Product Marketing Executive

Hike · Consumer gaming

  • Built and ran GTM for the 1P Tournament, Streaks and Leaderboards launches, from messaging through live rollout.
  • Created and scheduled 200+ engagement copies across in-app, push and live campaigns, reaching a 12.01% in-app CTR.
  • Reported monthly on CTR, engagement and copy effectiveness so each campaign started from the last one's evidence.
Sep 2024 to Apr 2025

Product Marketing Associate

quso.ai (formerly vidyo.ai) · AI video

  • Improved onboarding copy and rebuilt the Learning Center; first-week engagement up 22%, weekly tickets down 28% (128 to 92).
  • Launched AI Analytics with feature descriptions, positioning FAQs and tooltips; conversion up 41% post-launch.
  • Wrote copy for 28+ product pages and 7 integration pages with Product and Design, aligned to user intent and funnel stage.
  • Contributed to organic initiatives behind 78.9K+ signups, scaling AI SERP features from 16 to 842 in four months.
  • Ran lifecycle and promotional email at 50%+ open rates, contributing $50.2K in attributed revenue.

04 / About

A computer science degree that turned into a marketing job.

I studied Computer Science at NIT Arunachal Pradesh and then went into product marketing, which sounds like a detour and has turned out to be the whole point. The products I market are bought by developers: identity infrastructure, Kubernetes platforms, API-first tools. Being able to read the docs and understand what mTLS or Cedar-based authorization actually does means I don't have to guess at the pitch.

Most marketing problems I've been handed were really comprehension problems wearing a marketing costume.

What I like doing is the part before the campaign: sitting with session recordings, competitor pages and support tickets until the actual problem shows up. Then the copy is easy. Two years in, I've done this across a consumer gaming app with millions of users, an AI video product with six figures of organic signups, and a seed-stage infra startup with nine people. The method holds. Only the volume of noise changes.

Outside work I trek, train, and vlog badly but persistently. I've spoken at Christ University, Bengaluru on personal branding, and I'm ranked in the top 1% of LinkedIn branding experts on Topmate, which mostly means I have opinions about why your company page isn't working.

05 / How I work

Four habits, learned the expensive way.

Read the product before writing about it

For technical products, credibility is the whole funnel. If I can't explain the mechanism to an engineer, I'm not ready to explain the value to a buyer.

Support tickets are free research

Every repeat ticket is a sentence that's missing from the product. Reading the queue is cheaper than a survey and more honest than one.

Positioning is a subtraction exercise

Teams lose to competitors by describing themselves in the competitor's vocabulary. The work is finding the one claim only you can make, then cutting the rest.

Build the thing the team can run without me

A framework someone else uses in month three beats a campaign I ran perfectly once. Anything I build is meant to outlast my involvement in it.

06 / Toolkit & background

What I work with.

Tools

MoEngageCleverTapMixpanel FullstoryGupshupFigma CanvaNotionLoom GranolaSemrushSearch Console Airops

Recognition

Guest speaker, LinkedIn 101 workshopChrist University
Top 1% LinkedIn branding expertTopmate

Education

B.Tech, Computer Science & Engineering
NIT Arunachal Pradesh2025
Higher Secondary (Class XII)
Kendriya Vidyalaya No. 2, Itanagar2021

Also

LanguagesEnglish, Hindi
Based inBengaluru, IN
Off the clockTrekking, fitness, vlogging

07 / Get in touch

Building something developers have to trust? Let's talk.

I'm most useful early, when the category is unclear, the positioning is still a guess, and someone needs to turn the product into words. Happy to talk about roles, freelance work, or just compare notes on developer marketing.

Email me → LinkedIn ↗
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