# Joshua Zerkel, CPO

> Community isn’t just vibes. It’s GTM infrastructure. | Community-Integrated GTM | $94M Pipeline Influenced (Asana) | Head of Marketing & Community @ Gradual | Author: The Community Code

Location: San Francisco, California, United States
Profile: https://flows.cv/joshuazerkelcpo

I work at the intersection of community and go-to-market strategy.

My focus is designing how community integrates into product, marketing, sales, and customer success in ways that drive measurable business outcomes.

I call this Community-Integrated GTM.

Community isn’t a channel; it’s infrastructure. When embedded intentionally, it influences adoption, retention, expansion, product insights, and durable competitive advantage.

For more than 20 years, I’ve built and scaled global community ecosystems across B2B and B2C SaaS. The throughline is integration: connecting customers to each other, translating signal back into the business, and aligning community efforts with revenue and product priorities.

I currently serve as Head of Marketing & Community at Gradual, where I lead marketing execution and ensure community and education are structurally aligned with our broader GTM strategy.

I’m the author of The Community Code, where I explore what it looks like to embed community into operating models rather than treat it as a standalone initiative. Through writing and advisory work, I partner with founders and GTM leaders who want community to function as a strategic lever within their broader system.

Previously:

At Asana, I scaled the global community ecosystem to nearly 700,000 members and built the Ambassador program from 0 to 25,000 leaders across 190+ countries. Community members were 53% more likely to be on a paid plan, with a 40% lift in team collaboration. Programs influenced $94M+ in pipeline.

At Evernote, I led customer education, events, and engagement strategy for a global user base of 200M+, translating community insight into product feedback, advocacy, and revenue impact.
At HeyGen, I built community and customer education infrastructure from the ground up, integrating adoption and retention into GTM from day one.

If you’re thinking about how community intersects with product strategy, pipeline, expansion, or differentiation, that’s the work I focus on.

## Work Experience
### Head of Marketing & Community @ Gradual
Jan 2025 – Present | San Francisco, California, United States
As Gradual’s first go-to-market hire and a member of the executive leadership team, I’m building a community-integrated GTM operating model from the ground up.

My scope spans brand, positioning, product marketing, demand and pipeline strategy, events, and customer education. The focus is structural alignment: designing a unified system where community, education, and revenue motion reinforce each other rather than operate in silos.

Core areas of ownership:
- Narrative and category positioning
- Pricing and packaging strategy
- Integrated demand and pipeline architecture
- Community and customer education as embedded GTM infrastructure

This role centers on operating model design as much as marketing execution, establishing the connective layer between customers, product, and revenue.

### Advisor @ Gradual
Jan 2025 – Jan 2025 | San Francisco, California, United States
Partnered with Gradual’s founders to define category positioning and design the early GTM foundation prior to market expansion.

Advisory work included narrative architecture, pricing strategy, community-integrated GTM design, and strategic support in enterprise prospect conversations.

This engagement laid the groundwork for the integrated marketing and community function I now lead.

### Author & GTM Systems Advisor @ The Community Code
Jan 2024 – Present | San Francisco, California, United States
I advise founders and GTM leaders on how to design community-integrated operating models across product, marketing, sales, and customer success.

My work focuses on the structural layer: aligning narrative, adoption systems, customer education, and community infrastructure so that community contributes meaningfully to acquisition, retention, and expansion.

Recent formal advisory engagements have included BILL, Justworks, and Coda, where I partnered directly with leadership teams on GTM and community integration.

I’ve also provided strategic consultation to companies such as Grammarly, and have had advisory conversations with teams at Canva, Dropbox, Gong, HubSpot, Miro, Notion, Slack, Zoom, Calendly, and Squarespace.

Typical areas of focus include:
- Community-integrated GTM design
- Positioning clarity and narrative refinement
- Pricing and packaging input from a community and adoption lens
- Customer education and adoption systems
- Community infrastructure strategy

Alongside advisory work, I write The Community Code, where I examine the practical realities of embedding community into GTM systems. The book and Substack extend the same operating model perspective into research, case studies, and field analysis.

### Productivity Consultant and Certified Professional Organizer® @ Custom Living Solutions
Jan 2003 – Present | San Francisco, CA
Founded and led a productivity consulting practice focused on helping individuals, entrepreneurs, and businesses optimize their workflow, reduce stress, and achieve their priorities. Provided hands-on consulting, training, and content development while building an engaged community around productivity strategies.

Key Initiatives & Impact
- Developed productivity and organizing systems to help clients increase focus and efficiency in both small and large office environments.
- Built and maintained online and offline communities across Facebook, Twitter, email, and live events, fostering engagement through webinars, teleseminars, and partnerships.
- Designed and delivered productivity training programs, presenting to audiences ranging from 15 to 800 attendees in both online and in-person settings.
- Created products and programs tailored to the needs of small businesses, entrepreneurs, and individuals seeking better organization and efficiency.
- Managed all aspects of the business, including strategy, marketing, finance, technology, and operations.

### Advisor, Community Strategy @ Grammarly
Jan 2023 – Jan 2025
Advising Coda and Grammarly on community-led growth and engagement strategies to strengthen user adoption, retention, and advocacy. Partnering with the team to develop scalable programs, optimize community engagement tactics, and align community initiatives with business goals.

Key Focus Areas
- Providing strategic guidance on community-led growth, ensuring alignment with broader marketing and product strategies.
- Advising on engagement tactics, helping refine programs that drive meaningful connections between users.
- Offering insights on community best practices, drawing from experience across B2B, B2C, and SaaS ecosystems.

### Advisor, GTM & Community Strategy @ Threado AI
Jan 2023 – Jan 2025
Advised Threado, a community intelligence and management platform that later evolved into AI agents for support teams, on go-to-market (GTM) strategy to help refine positioning, engagement, and growth efforts. Worked directly with the CEO to shape the company’s value proposition, messaging, marketing strategy, and community-led growth approach, to drive awareness, adoption, and growth. 

Key Initiatives & Results
- Developed GTM and marketing strategy, helping position Threado within the evolving community and AI space.
- Refined value proposition and narrative, ensuring clear messaging that resonated with target audiences.
- Advised on pricing and packaging, aligning offerings with customer needs and market trends.
- Provided event strategy and guidance, optimizing opportunities for brand visibility and engagement.
- Supported community-led growth initiatives, leveraging community insights to fuel adoption, retention, and growth.

Unfortunately, Threado closed in February 2025 due to lack of funding, but its innovations in community intelligence and AI-powered support tools remain influential in the space.

### Sr. Director, Community and Education @ HeyGen
Jan 2024 – Jan 2024 | San Francisco, California, United States
Developed and implemented the strategy for HeyGen’s community-led growth and customer education programs from the ground up. Built scalable initiatives to educate, engage, and empower users while driving adoption and retention. Led research, strategy, content creation, vendor selection, and program execution, collaborating with contractors and cross-functional teams.

Key Initiatives & Impact
- Launched and scaled HeyGen’s community program, driving engagement and product adoption.
- Developed HeyGen’s customer education strategy, ensuring users could maximize the value of the platform.
- Created and executed content and engagement initiatives, connecting users to HeyGen and to each other.
- Managed vendor selection and contractor engagement, optimizing resources to support program growth.

### Head of Global Engagement Marketing (Community) @ Asana
Jan 2020 – Jan 2024 | San Francisco, California, United States
Led the creation, implementation, and growth of Asana’s global community program, a key pillar of the company’s marketing strategy. Built and scaled initiatives to connect customers with Asana and each other, driving engagement, retention, and revenue. Oversaw a global team of community managers and spearheaded major programs, including the Ambassador program, community events, and The Work Innovation Lab.

As Asana’s spokesperson on productivity, I represented the company in top-tier media outlets (New York Times, Washington Post, Financial Times, and more) and spoke at industry events and podcasts, including CMX, Influitive, and Common Room.

Key Initiatives & Results
- Scaled Asana’s community strategy—Community members were 53% more likely to be on a paid plan and saw a 40% lift in team collaboration.
- Expanded the Asana Forum to nearly 700,000 users.
- Built and grew the Ambassador program from zero to 25,000 Ambassadors.
- Developed and led Asana’s community event series—900+ events with 40,000 attendees.
- Drove revenue impact—Community programs generated $94M+ in pipeline.
- Co-founded and launched The Work Innovation Lab, Asana’s in-house productivity think tank, in partnership with Stanford PhDs.
- Created AsanaUP for Marketing, opening pathways for non-traditional candidates to enter marketing roles.
- Conducted dozens of media interviews as Asana’s thought leader on productivity and community-led growth.
- Designed and led Asana’s internal public speaking workshops to develop stronger communicators across the company.

### Head of Global Community @ Asana
Jan 2018 – Jan 2020 | San Francisco Bay Area

### Director of Global Customer Education & Community @ Evernote
Jan 2011 – Jan 2018
Led Evernote’s community, education, and customer success programs, driving community-led growth, global initiatives, and account expansion. Scaled advocacy, training, and engagement programs, collaborating across marketing, product, and sales to increase adoption, retention, and customer loyalty.

Career Progression & Impact
- Director of Global Customer Education & Community (Jun 2017 – Jan 2018): Led global strategy for education, community, and advocacy programs.
- Director of Global Community & Training (Feb 2016 – Jun 2017): Expanded partner, training, and engagement programs to support growth.
- Director of Worldwide Account Management & Training (Dec 2014 – Feb 2016): Led customer success, driving 27% YoY account growth and retention.
- Director of Worldwide Training & Consulting (Aug 2014 – Dec 2014): Developed training and enablement programs for resellers, partners, and internal teams.
- Marketing Training Manager / User Education Specialist (Jul 2013 – Aug 2014): Built and delivered education programs, leading webinars with 2,000+ attendees.
- Evernote Productivity Ambassador (Jul 2011 – Aug 2013): Engaged users through advocacy, workshops, and community events.

Key Initiatives & Results
- Drove community-led growth through scalable global community and education programs, increasing user engagement.
- Increased account growth by designing onboarding and training programs that improved retention and product adoption.
- Expanded global initiatives, localizing education and community efforts across multiple regions.
- Built Evernote’s Ambassador and Certified Consultant programs, strengthening advocacy and customer loyalty.
- Created high-impact content, including webinars, in-app guides, how-to resources, and large-scale global events.
- Represented Evernote in media and at industry events, advocating for productivity, collaboration, and knowledge management best practices.

### Organizing & Productivity Consultant (Advisor & Volunteer) @ Renaissance Entrepreneurship Center
Jan 2008 – Jan 2014 | San Francisco, CA
Advised and trained early-stage entrepreneurs through this nonprofit organization dedicated to supporting small and emerging local businesses. Developed educational programs and provided hands-on guidance to help small business owners improve efficiency, scale their operations, and build sustainable businesses.

Key Initiatives & Results
- Developed and led training programs on organizing, productivity, and professionalism for new entrepreneurs.
- Provided hands-on business consulting, advising local entrepreneurs on strategies for managing and growing their businesses.
- Supported small business owners in streamlining operations, improving time management, and implementing organizational systems.

### Chapter President, San Francisco Bay Area @ NAPO (National Association of Productivity & Organizing Professionals)
Jan 2008 – Jan 2010
Volunteer leader of the nation’s largest community of professional organizers and productivity professionals, following years of service as Professional Development Lead. Led the chapter through record membership growth and engagement, overseeing strategy, programs, and operations during a challenging economic period.

Key Initiatives & Results
- Provided leadership, strategy, and guidance to strengthen and expand the local chapter’s professional community.
- Led the development of programs, networking events, and training initiatives to attract, engage, and retain members.
- Spearheaded major events, including public-facing fundraisers, the chapter’s 20th anniversary event, and the Regional Conference.
- Oversaw chapter operations and the Board of Directors, successfully navigating the organization through the national recession.

### Television News Producer - ConsumerWatch @ KPIX CBS5
Jan 2003 – Jan 2008 | San Francisco, CA
Producer for the Emmy Award-winning KPIX CBS5 ConsumerWatch team, delivering impactful consumer and business news coverage. Built and led the community-driven Problem Solvers unit, recruiting and training volunteers to assist consumers in resolving issues, which in turn generated newsworthy stories that aired on CBS5. Led research, scriptwriting, and production of deadline-driven news segments, securing multiple industry awards for our news unit, including an Emmy, Edward R. Murrow Award, and National Headliner Awards.

Key Initiatives & Results
- Built and led the Problem Solvers community, recruiting and training volunteers to assist consumers, strengthening community engagement, and creating a pipeline of impactful stories.
- Drove consumer advocacy by connecting viewers with businesses, securing resolutions to disputes, and amplifying real-world issues through investigative reporting.
- Produced, researched, and wrote scripts for consumer and business-focused news segments under tight deadlines.
- Conducted interviews with consumers, industry experts, and company representatives to highlight key issues.
- Researched and associate-produced the Edward R. Murrow Award-winning "Wireless Runaround" series.
- Negotiated solutions with Fortune 100 companies and small businesses, helping consumers recover funds, correct errors, and resolve disputes.

### Senior User Interface Designer @ Keynote Systems
Jan 2000 – Jan 2002 | San Mateo, CA
Led the design of top-rated user interfaces and navigation schemes for web-based applications, enhancing usability and user experience. Managed the redesign of MyKeynote®, the company’s flagship product, and spearheaded the overhaul of the corporate website, elevating it to an enterprise-class site with improved functionality, branding, and marketing capabilities.

Key Initiatives & Results
- Redesigned the user interface and navigation for MyKeynote®, driving enhanced usability and customer satisfaction.
- Led the redesign and re-implementation of Keynote’s corporate website, improving usability, branding, and marketing functionality, resulting in a stronger online presence.
- Drove cross-functional communication between multiple departments to ensure alignment on design goals and optimal functionality.
- Provided aesthetic vision, technical direction, and design leadership to Engineering and Production teams, ensuring design standards were met across product lines.
- Managed a variety of design projects, including icon development, marketing materials, video production, email templates, graphic standardization, and online training content.

### Senior Web Designer @ DigitalThink
Jan 1999 – Jan 2000 | San Francisco, CA
Designed and developed the user interfaces and visual design for web-based courseware, enhancing the online learning experience for major corporate clients, including i2 Technologies, Cisco Systems, Gartner Institute, and 3Com Corporation. Led design and technical efforts across development teams to ensure high-quality courseware production and seamless user experiences.

Key Initiatives & Results
- Designed and developed user interfaces for 30 online training programs, ensuring optimal usability and aesthetic appeal for corporate clients.
- Led the design direction for development teams, managing production artists and contractors to meet project deadlines and design standards.
- Created standardized graphic templates and style guides, dramatically increasing design team consistency, efficiency, and overall production output.
- Designed interactive elements for courseware, including tests and exercises, combining educational engagement with aesthetically pleasing visuals.

### Creative Advertising Programmer @ Rent.net
Jan 1999 – Jan 1999 | San Francisco, CA
Collaborated with internal and external clients as part of the in-house design team to create and produce websites and web-based advertisements for inclusion in the nation’s largest online rental guide. Played a key role in the design and development of over 130 websites and ads, contributing to the company’s online presence and user engagement.

Key Initiatives & Results
- Collaborated with clients on the design and production of websites and web-based advertisements, ensuring high-quality deliverables aligned with client goals.
- Designed and developed over 130 individual websites and ads, integrating them into the nation’s largest online rental guide.
- Consulted on web design and functionality, improving the overall user experience and driving higher engagement for the rental platform.

### Designer @ Aquium
Jan 1998 – Jan 1999 | San Francisco, CA
Designed and developed websites and corporate presentations for pre-IPO clients in the tech industry, helping them establish strong digital and presentation materials during critical growth stages. Also co-designed and maintained the studio’s website and client-facing print materials.

Key Initiatives & Results
- Created custom websites and presentations for pre-IPO clients, enhancing their online and investor-facing materials.
- Designed, built, and delivered digital solutions that aligned with client branding, business goals, and user needs.
- Collaborated with clients to ensure design solutions were tailored, functional, and visually engaging, supporting their business objectives.

### Production Intern @ Surface Magazine
Jan 1996 – Jan 1997
Assisted in the design and production of magazine layouts, print materials, and digital content, contributing to the creation of visually engaging and on-brand publications. Gained hands-on experience working with the design team, helping to maintain the magazine’s design standards while supporting day-to-day production.

Key Contributions
- Assisted in layout design and production for print and digital content, contributing to the overall aesthetic and consistency of the magazine.
- Collaborated with the editorial, production, and design teams on conceptualizing and producing visual assets for upcoming issues.
- Supported production tasks, helping to ensure timely delivery and accuracy of all design materials.
- Created the "Project Pack" organizing system to streamline production and delivery of content.


## Education
### MA in Education - Instructional Technology
San Francisco State University

### BA in Industrial Arts / Design
San Francisco State University

### Agile Learning Labs

### Professional Coaching
CTI Coaches Training Institute

### Fundamentals of Community Strategy
CMX Media


## Contact & Social
- LinkedIn: https://linkedin.com/in/joshuazerkel
- Portfolio: https://thecommunitycode.substack.com

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Last updated: 2026-04-13