Phill Sohn

Transforming Insights into Impact: Marketing & Product Visionary

With 12+ years at the forefront of marketing and product leadership, Phill Sohn has shaped foundational experiences for over a billion users across Instagram, Cash App, and Xbox. A visionary in building and scaling products, his strategy is grounded in a synthesis of shared vision, deep customer insights, and driving growth through compelling narratives. At Instagram, he led initiatives that revolutionized sharing, while at Cash App, he spearheaded go-to-market strategies vital for reaching 50M+…

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Experience

Hustle Fund
Venture Fellow
May 2025 - Present
Hustle Fund
Venture Fellow & Angel Squad Member
Mar 2024 - Present
Hustle Fund is a venture capital firm that invests in early-stage startups, helping them grow with funding and mentoring.
Hustle Fund
Angel Squad Member
Mar 2024 - Present
OpenStore
Head of Product Marketing
Jun 2024 - Mar 2025
OpenStore simplifies the sale of e-commerce businesses, providing liquidity and management for Shopify brands.
- Launched an AI-powered customer support tool, aligning product, sales, and marketing for successful market entry.
- Conducted in-depth customer discovery to enhance product-market fit, resulting in improved customer satisfaction.
- Implemented PMM frameworks that led to significant gains in customer engagement and product adaptability.
OpenStore
GTM / Product Marketing
Jun 2024 - Mar 2025
Family
Career Break
Sep 2023 - Feb 2024
Family, a little travel, a lot of running.
ADWEEK
Mentor
Jan 2022 - Dec 2023
Adweek covers advertising, marketing, media, and technology news, insights, and trends.
Cash App
Head of Product Marketing
Aug 2021 - Aug 2023
Cash App is a mobile payment service allowing users to transfer money and invest in stocks and Bitcoin.
- Scaled the product marketing team from 1 to 12 members, covering various aspects like Banking, Bitcoin, and Investing.
- Led go-to-market launches reaching over 50 million users, significantly enhancing user acquisition and retention.
- Initiated marketing programs that effectively increased product activation, retention, and overall profitability.
Instagram
Product Marketing Lead, Consumer
Aug 2019 - Aug 2021
Instagram is a global social media platform focused on photo and video sharing, connecting over 2 billion users worldwide.
- Led a team of six product marketers to drive global positioning and go-to-market strategies.
- Enhanced user engagement across 1B+ global users by effectively managing major product features like Stories and Reels.
- Developed marketing strategies that significantly improved user interaction and satisfaction across multiple features.
Instagram
Product Marketing Manager, Instagram Direct
Feb 2017 - Aug 2019
- Oversaw product marketing efforts for key messaging features, directly contributing to 1.5x user growth.
- Positioned Instagram as a top-5 global messaging app through strategic marketing and cross-app initiatives.
- Collaborated with cross-functional teams to innovate and enhance messaging user experiences.
Instagram
Product Marketing Manager, Growth
Mar 2016 - Feb 2017
- Launched key growth-oriented products improving user onboarding and retention in major global markets.
- Contributed to scaling Instagram's user base from 400M to over 1B through strategic product marketing initiatives.
- Implemented new language support, enhancing global accessibility and usage of Instagram.
Instagram
Product Marketing Manager
Mar 2016 - Feb 2017
Microsoft
Product Marketing Manager, Xbox
Aug 2013 - Feb 2016
Microsoft is a global technology company providing software, hardware, and services, including the Xbox gaming platform.
- Designed and executed global marketing strategies for Xbox's 1st party games, enhancing brand visibility.
- Launched successful integrated campaigns for titles like 'Sunset Overdrive' and 'Forza Motorsport 5'.
- Collaborated with development teams to align marketing strategies with gaming innovations and releases.
Microsoft
Product Manager Intern, Office 365 (B2B SaaS)
Jun 2012 - Sep 2012
- Formulated a marketing strategy for the 'Works with Office 365' program, improving competitive positioning and sales.
- Developed marketing materials and collaborated with cross-functional teams to boost brand presence in enterprise markets.
Microsoft
Product Manager Intern, Office 365
Jun 2012 - Sep 2012
- Formulated a marketing strategy for the 'Works with Office 365' program, improving competitive positioning and sales.
- Developed marketing materials and collaborated with cross-functional teams to boost brand presence in enterprise markets.
Ericsson
Solutions Innovation Manager
Nov 2010 - Jul 2011
Ericsson
Technical Marketing Manager
Jan 2009 - Jul 2011
Ericsson is a global leader in providing telecommunications and networking solutions and services.
Redback Networks
Conformance Engineer
May 2008 - Jan 2009
- Managed and executed product conformance tests across the Americas, setting standards for the company.
- Developed test plans that became the benchmark for product deployment, improving efficiency and reliability.
Redback Networks
TAC Engineer
Apr 2006 - May 2008
- Managed critical customer issues through engineering support and network designs, enhancing customer satisfaction.
- Collaborated with sales teams to drive quality and performance of Redback's networking solutions.
Redback Networks
Technical Assistance Center Engineer
Apr 2006 - Jan 2009
Redback Networks is a company that focused on networking hardware and software before being acquired by Ericsson.