--- title: David Isquick description: Chat with David Isquick's personal agent. Principal Product Marketer at Mintlify, former Head of Product Marketing for Creator and AI at Roblox, and founder of Edira LLC, maker of Muttgrams and Catgrams. Resume, portfolio, work samples, and contact. url: https://www.davidisquick.com/ --- # David Isquick Product marketing leader across AI, developer platforms, and enterprise SaaS. Principal Product Marketer at Mintlify and founder of Muttgrams. This is the Markdown version of https://www.davidisquick.com/, a chat-style personal agent. Each section below is one answer the agent gives. ## Topics - [About me](md/about.md) — Who are you? - [Career at a glance](md/experience.md) — Walk me through your career - [Portfolio highlights](md/portfolio.md) — What are your biggest wins? - [Mintlify](md/mintlify.md) — What do you do at Mintlify? - [Roblox](md/roblox.md) — Tell me about Roblox - [Apollo GraphQL](md/apollo.md) — How did you 4X revenue at Apollo? - [Optimizely](md/optimizely.md) — What happened with Optimizely Rollouts? - [Facebook](md/facebook.md) — What did you do at Facebook? - [Work samples](md/samples.md) — Can I see some work samples? - [Keynotes & conferences](md/talks.md) — Which keynotes and conferences have you run? - [How I work](md/method.md) — How do you approach product marketing? - [Muttgrams](md/muttgrams.md) — What is Muttgrams? - [Catgrams](md/catgrams.md) — What is Catgrams? - [Resume](md/resume.md) — Can I get your resume? - [Contact & socials](md/contact.md) — How can I reach you? - [The Hampster Dance](md/hampster.md) — Show me something fun - [The old Isquick 96 desktop](md/retro.md) — Can I see the old site? - [The recycle bin](md/bin.md) — What's in your recycle bin? ## Documents - [Resume](resume.md) - [Stop Launching. Start Rolling Out.](md/samples/stop-launching-start-rolling-out.md) — Optimizely blog post - [Getting Started with Product Experimentation](md/samples/getting-started-with-product-experimentation.md) — Optimizely whitepaper --- ### Hi, I’m David Isquick. _Product marketing leader_ I build go-to-market strategy for AI, developer platforms, and enterprise SaaS — positioning, launches, pricing narratives, and the sales motion that carries them. Right now I’m Principal Product Marketer at [Mintlify](https://mintlify.com). Before that I led product marketing for Creator and AI at Roblox, built the PMM team at [Apollo GraphQL](https://www.apollographql.com), and ran developer and product marketing at Optimizely and Facebook. I’m also the founder of Edira LLC, where I built and shipped [Muttgrams](md/muttgrams.md) — an iOS app that sends you a daily photo from your dog and texts you back in their voice — and its sibling for cat people, [Catgrams](md/catgrams.md). Both are live on the App Store. Twelve-plus years in, the through line is the same: make technical products legible to the people who buy them, and give the team a repeatable way to ship that story. #### Start here - [Resume](md/resume.md) — two pages, current as of my move to Mintlify. - [Portfolio](md/portfolio.md) — the launches and programs behind the bullet points. - [Muttgrams](https://apps.apple.com/us/app/muttgrams/id6759312419) — free on the App Store, and the thing I’m proudest of shipping alone. - [Catgrams](md/catgrams.md) — the same idea for cats, also [on the App Store](https://apps.apple.com/us/app/catgrams/id6797157394). --- ### Career at a glance Twelve-plus years of product marketing across AI, developer platforms, and enterprise SaaS. Pick any stop to go deeper. - [**Mintlify**](md/mintlify.md) — Principal Product Marketer · Aug 2026 – Present - [**Roblox**](md/roblox.md) — Head of Product Marketing, Creator and AI · Apr 2023 – Jul 2026 - [**Apollo GraphQL**](md/apollo.md) — Director of Product Marketing · Dec 2020 – Dec 2022 - [**Optimizely**](md/optimizely.md) — Director, then Senior Manager, Product Marketing · May 2017 – Nov 2020 - [**Facebook**](md/facebook.md) — Product Marketing Manager, Developer Marketing · Nov 2012 – Apr 2017 - [**Edira LLC**](md/muttgrams.md) — Founder, maker of Muttgrams and Catgrams Earlier: Samsung Austin Semiconductor. The full detail is in the [resume](md/resume.md). --- ### Portfolio _Launches, narratives, and the teams behind them_ Each of these is a program I owned end to end — positioning through to the sales motion. - [**Mintlify.**](md/mintlify.md) GTM launch framework with tiering models and lifecycle milestones; positioning and keynote content for tier-1 campaigns including the 2026 State of Knowledge Report; messaging and GTM for the AI pricing rollout. - [**Roblox.**](md/roblox.md) GTM for the generative AI suite including the AI Assistant, with 3X year-over-year adoption growth; RDC23–RDC25 Creator Keynote content strategy at a record 98% satisfaction. - [**Apollo GraphQL.**](md/apollo.md) Enterprise GTM motion, pitch deck, and outreach sequences that drove 4X revenue in two years; GraphQL Summit as the top pipeline driver. - [**Optimizely.**](md/optimizely.md) Launched Optimizely Rollouts and grew it 619% year over year; first developer marketing hire. - [**Facebook.**](md/facebook.md) Grew Facebook Analytics past 800K users; launched Facebook Spaces. #### Also launched Optimizely Performance Edge · Messenger Platform · Facebook Spaces · Optimizely Rollouts · Facebook Analytics · [Muttgrams](md/muttgrams.md) · [Catgrams](md/catgrams.md) --- ### Mintlify — Launch framework and AI pricing narrative _Principal Product Marketer · Aug 2026 – Present_ Built the GTM launch framework from scratch, introducing tiering models and lifecycle milestones so PM and PMM run launches the same way every time. Led positioning, keynote content, and multi-channel marketing for tier-1 campaigns including the 2026 State of Knowledge Report, and defined the positioning pillars and GTM strategy behind the new AI pricing rollout. Stood up enterprise sales enablement and analyst briefings, and kicked off Win/Loss research and buyer journey gap assessments. Tags: Launch tiering, AI pricing, Analyst relations, Enablement #### Read the work - [Rise of the Knowledge Engineer](https://www.mintlify.com/blog/knowledge-engineer) — blog post, Sep 16, 2026 - [Announcing Instant Rollbacks](https://www.mintlify.com/blog/instant-rollbacks) — feature announcement, Aug 31, 2026 --- ### Roblox — Generative AI suite and the creator ecosystem _Head of Product Marketing, Creator and AI · Apr 2023 – Jul 2026_ Orchestrated GTM for Roblox’s generative AI suite, including the launch of the AI Assistant, and grew product adoption 3X year over year. Directly managed a team of four PMMs covering messaging, naming, and product insights across the end-to-end creator ecosystem: Creation Tools, Engine, and Analytics. Ran content strategy for the RDC Creator Keynotes (RDC23–RDC25), including a record 98% satisfaction rate. Tags: Generative AI, 3X adoption, RDC keynotes, Team of 4 --- ### Apollo GraphQL — Enterprise GTM and 4X revenue _Director of Product Marketing · Dec 2020 – Dec 2022_ Developed the enterprise go-to-market motion and messaging alongside sales leadership, creating the pitch deck and outreach sequences that drove 4X revenue in two years. Built the PMM function with four direct reports across messaging, launches, competitive analysis, and enablement. Created the ideal customer profile and an account-based marketing strategy with marketing ops to prioritize the highest-propensity accounts, and led content for GraphQL Summit — the single largest pipeline driver of any marketing activity. Tags: Enterprise GTM, 4X revenue, ICP & ABM, GraphQL Summit #### Read the work - [Moving from Schema Stitching to Federation: How Expedia improved performance](https://www.apollographql.com/blog/expedia-improved-performance-by-moving-from-schema-stitching-to-apollo-federation) — blog post, Jul 27, 2021 --- ### Optimizely — Rollouts freemium launch and developer GTM _Director, then Senior Manager, Product Marketing · May 2017 – Nov 2020_ As the first developer-focused marketing hire, built the developer go-to-market strategy across blog, content, and events. Launched the freemium product Optimizely Rollouts in 2019 and grew it 619% year over year, then drove adoption up another 57% through content, nurture, and A/B testing. Later led a team of PMMs on integrated pipeline campaigns, owned content for the 2020 conferences attended by 4,000+ prospects, and built the GTM plan for strategic AWS and Microsoft integrations. Tags: Freemium launch, 619% growth, Developer marketing, Partner GTM #### See the work - [Optimizely Rollouts product page](https://www.davidisquick.com/Optimizely%20Rollouts%20Product%20Page.pdf) (PDF) - [Optimizely home page](https://www.davidisquick.com/Optimizely%20Home%20Page.pdf) — homepage messaging (PDF) - [Getting Started with Product Experimentation](https://www.davidisquick.com/Whitepaper_Getting_Started_with_Product_Experimentation.pdf) — whitepaper (PDF) - [Stop Launching, Start Rolling Out](https://www.davidisquick.com/stop_launching_start_rolling_out.pdf) — blog post (PDF) --- ### Facebook — Analytics to 800K users, and a VR first _Product Marketing Manager, Developer Marketing · Nov 2012 – Apr 2017_ Brought Facebook Analytics to market and grew it past 800K users through webinars, email, social, blogs, events, whitepapers, press and analyst briefings, the product website, and ads. Also brought Facebook Spaces to market, Facebook’s first social VR app. Earlier, as a Client Solutions Manager, led ad strategy for top travel clients and grew the leading travel client’s spend by over $7M year over year. Tags: 800K users, Social VR launch, Developer marketing #### See the work - [Facebook Analytics home page](https://www.davidisquick.com/Facebook%20Analytics%20Home%20Page.pdf) (PDF) --- ### Work samples Pages, launch collateral, and writing I produced or directed. - [Infinite Possibilities | RDC 2025](https://www.youtube.com/watch?v=YXQFq-OorNE) — _Roblox · Creator Keynote · RDC25 · YouTube_ — Creator keynote from the 2025 Roblox Developers Conference — creation roadmap, tools, and engine capabilities for the next chapter of building on Roblox. - [Creator Keynote | RDC 2024](https://www.youtube.com/watch?v=qj3LmJEdk7Y) — _Roblox · Creator Keynote · RDC24 · YouTube_ — Official Creator Keynote from RDC 2024 covering creator and engine product direction for the Roblox developer community. - [Keynote | RDC 2023](https://www.youtube.com/watch?v=mfYz8weQm4M) — _Roblox · Creator Keynote · RDC23 · YouTube_ — Official keynote from the 2023 Roblox Developers Conference at Fort Mason, opening the year’s creator and platform announcements. - [Rise of the Knowledge Engineer](https://www.mintlify.com/blog/knowledge-engineer) — _Mintlify · Blog post · Sep 16, 2026_ — Explores the emerging discipline of knowledge engineering and how teams maintain structured, accurate context for AI agents and LLMs. - [Announcing Instant Rollbacks](https://www.mintlify.com/blog/instant-rollbacks) — _Mintlify · Feature announcement · Aug 31, 2026_ — Launch announcement for Instant Rollbacks, which lets Mintlify Enterprise customers restore a known good deployment in seconds. - [Moving from Schema Stitching to Federation: How Expedia improved performance](https://www.apollographql.com/blog/expedia-improved-performance-by-moving-from-schema-stitching-to-apollo-federation) — _Apollo GraphQL · Blog post · Jul 27, 2021_ — Breaks down Expedia Group’s architectural transition from custom schema stitching to Apollo Federation to scale their graph across distributed teams. - [Optimizely Rollouts product page](https://www.davidisquick.com/Optimizely%20Rollouts%20Product%20Page.pdf) — _Optimizely · Product page · PDF_ - [Optimizely home page](https://www.davidisquick.com/Optimizely%20Home%20Page.pdf) — _Optimizely · Homepage messaging · PDF_ - [Getting Started with Product Experimentation](https://www.davidisquick.com/Whitepaper_Getting_Started_with_Product_Experimentation.pdf) — _Optimizely · Whitepaper · PDF · [text version](https://www.davidisquick.com/md/samples/getting-started-with-product-experimentation.md)_ - [Stop Launching, Start Rolling Out](https://www.davidisquick.com/stop_launching_start_rolling_out.pdf) — _Blog post · PDF · [text version](https://www.davidisquick.com/md/samples/stop-launching-start-rolling-out.md)_ - [Facebook Analytics home page](https://www.davidisquick.com/Facebook%20Analytics%20Home%20Page.pdf) — _Facebook · Product page · PDF_ - [Getting Started with Product Experimentation](https://www.davidisquick.com/Optimizely%20Getting%20Started%20with%20Product%20Experimentation.pdf) — _Optimizely · Guide · PDF · [text version](https://www.davidisquick.com/md/samples/getting-started-with-product-experimentation.md)_ --- ### Keynotes & conferences GraphQL Summit (Apollo GraphQL) · [RDC25](https://www.youtube.com/watch?v=YXQFq-OorNE), [RDC24](https://www.youtube.com/watch?v=qj3LmJEdk7Y), and [RDC23](https://www.youtube.com/watch?v=mfYz8weQm4M) Creator Keynotes (Roblox) · Opticon and Test and Learn (Optimizely) · F8 (Facebook) I ran content strategy for the RDC Creator Keynotes from RDC23 through RDC25, including a record 98% satisfaction rate, and led content for GraphQL Summit — the single largest pipeline driver of any marketing activity at Apollo. --- ### How I work The pattern underneath the launches. #### Start with the buyer, not the feature Ideal customer profile first, then messaging. At Apollo that meant an ICP and ABM strategy built with marketing ops before a single sequence went out. #### Make launches repeatable Tiering models and lifecycle milestones turn launches from heroics into a process PM and PMM can run together, which is what the Mintlify framework is for. #### Developers notice when you respect them Freemium products, honest docs, and real technical content beat campaign volume. Rollouts grew 619% year over year on that premise. #### Enable the people who carry the story Pitch decks, sequences, and analyst briefings are where positioning either survives contact with the market or quietly dies. --- ### Muttgrams _Founder · Edira LLC_ Muttgrams is an iOS app that turns your dog into a text thread. Every day a photo “from” your pup lands in chat, and whatever you send gets a reply in their voice. [Download on the App Store](https://apps.apple.com/us/app/muttgrams/id6759312419) · [muttgrams.com](https://muttgrams.com) #### How it works - Add photos of your dog. Your daily Muttgram and the chat replies draw from the pictures you pick. - Pick their personality — goofy, chill, sassy, or a mix — so the messages sound like your dog instead of a generic bot. - Take care of them. Chatting earns treats, toys, and bones you can pass along to your pup. #### Why I built it Twelve years of marketing other people’s products left me wanting one of my own end to end, so I started Edira LLC and shipped Muttgrams to the App Store in July 2026: the product idea, the app, the AI chat, the subscription, and the marketing site. It’s a Tamagotchi crossed with a chatbot, and it is the shortest feedback loop I have ever had between a positioning decision and a real user. Free on iPhone and iPad, with an optional Muttgrams Pro subscription. Team cat? [Catgrams](md/catgrams.md) does the same thing for your cat. --- ### Catgrams _Founder · Edira LLC · Live on the App Store_ Catgrams is Muttgrams for cat people: an iOS app that turns your cat into a text thread. Every day a photo “from” your cat lands in chat, and whatever you send gets a reply in their voice. [Download on the App Store](https://apps.apple.com/us/app/catgrams/id6797157394) · [catgrams.com](https://catgrams.com) #### How it works - Add photos of your cat and tell it their name, breed, and personality. - Every day you get a photo “from” your cat, drawn from the pictures you pick. - Text them, and they reply in their own voice. Chats are private to you — there’s no social feed. Muttgrams proved the idea, so I shipped a second app for the other half of the pet world. --- ### Resume Two pages: experience at Mintlify, Roblox, Apollo GraphQL, Optimizely, Facebook, and Samsung Austin Semiconductor, plus education and skills. Current as of my move to Mintlify. [Open resume](https://www.davidisquick.com/resume.pdf) · [Download PDF](https://www.davidisquick.com/resume.pdf) · [Plain text (.md)](https://www.davidisquick.com/resume.md) --- ### Find me online Happy to talk positioning, developer marketing, or how to make an AI launch land. - [david.isquick@gmail.com](mailto:david.isquick@gmail.com) — _Email_ - [linkedin.com/in/davidisquick](https://www.linkedin.com/in/davidisquick) — _LinkedIn_ - [github.com/isquick82](https://github.com/isquick82) — _GitHub_ - [twitter.com/isquick](https://twitter.com/isquick) — _Twitter_ - [Stack Overflow](https://stackoverflow.com/users/1480751/david-isquick) — _Stack Overflow_ --- ### THE HAMPSTER DANCE ![](https://www.davidisquick.com/hampster/anin.gif)![](https://www.davidisquick.com/hampster/hamu.gif)![](https://www.davidisquick.com/hampster/gerbil.gif)![](https://www.davidisquick.com/hampster/hamwalk.gif)![](https://www.davidisquick.com/hampster/hamu.gif)![](https://www.davidisquick.com/hampster/anin.gif) dance the night away. Tribute to Deidre LaCarte’s 1998 original. --- ### Isquick 96, Product Marketing Edition Before I had an agent, this site was a beige 90s desktop with a CRT, a boot screen, and a Start menu. It still runs. [Boot the retro desktop](https://www.davidisquick.com/retro.html) 3½ Floppy (A:) holds one file: [resume_FINAL_v2_reallyfinal.pdf](https://www.davidisquick.com/resume.pdf). CD-ROM (D:) says no disc inserted. Please insert a launch plan and try again. --- ### Recycle bin - **synergy_messaging_v14.doc** — _Deleted · no survivors_ - **we_are_the_leading_platform.ppt** — _Deleted · said nothing_ - **launch_tiering_argument.eml** — _Resolved · see [Mintlify](md/mintlify.md)_