Product positioning and differentiation: Standing out in a competitive market

Your instructor, Elliott Rayner

Marketing Director

As the Chief Marketing Officer at ARION, Elliot leads the global marketing strategy and execution aimed at developing meaningful wearables rooted in cutting-edge movement science and proven technology. With an extensive background spanning over 15 years in product marketing and innovation, Elliot is driven by a passion for creating and communicating products that enhance people's health and performance. Elliot also serves as an expert in residence at Product Marketing Alliance, the world's largest product marketing community. Within this role, Elliot actively contribute insights and best practices, particularly in shaping product roadmaps and communication strategies for the latest innovations. Having amassed a robust foundation in sports marketing from positions at adidas and ASICS, Elliot has been instrumental in developing innovative performance products for prestigious global events like the World Cup and the Olympics. Continuously seeking novel avenues, they endeavor to amalgamate their fervor for innovation and storytelling.