Principal Product Manager · B2B Enterprise Software

I turn complex enterprise problems into products that Fortune 500 teams buy.

Product leader with 7+ years owning B2B enterprise software end to end: from strategy, vision, and multi-year roadmaps to the 0→1 launches that deliver them. Technical enough to earn engineers' trust, customer-facing to run discovery and demos with enterprise customers and turn their feedback into roadmap, in a community that trusts practitioners over marketing.

Vancouver, BC · Open to remote & hybrid

Let's talk → See the work
Luba Kulakova — Principal Product Manager
0→1
Enterprise Edition launched in <12 months
+25%
Addressable market expansion
1M+
Users on products owned
7
Granted US patents
How I work

What it takes to own an enterprise product line

Strategy, customer-facing work, technical depth, and execution — the four sides of owning an enterprise product line end to end.

🧭

Strategic product management

I own the full B2B direction of a multi-component product line — vision, multi-year roadmap, and the feature matrix across editions. I align engineering, sales, marketing, and leadership around one strategy and govern priorities across teams and release cycles.

🎤

Outbound & customer-facing

I lead enterprise customer discovery, run demos and webinars, and present from the stage at industry conferences. I'm the bridge between what customers actually need and what we build — and the public face of the product to analysts, press, and partners.

⚙️

Deep technical fluency

I work on a highly technical product — desktop virtualization with an IT-admin focus. I speak the language of admins: MDM (Jamf, Intune), identity providers (Entra ID, SSO/SAML), SIEM, and Mac & Windows administration. I sit in architecture reviews and earn engineering's trust.

🚀

Execution that ships

I write the PRDs and user stories, then coordinate design, development, QA, support, documentation, marketing, and sales to land releases on time. From technical preview in 3 months to a full enterprise GTM — I make the cross-functional machine actually deliver.

Selected work

Case studies

The outcomes a résumé can't hold. Click any project to see the problem, the strategy, the execution, and the result.

Strategy · Business ownership · 0→1

Parallels Desktop Enterprise Edition & SaaS Management Portal

Defined and shipped an entirely new enterprise tier — and the cloud portal behind it — opening a customer segment the product couldn't previously serve.

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The problem

Parallels Desktop sold well to individuals and small teams, but large organizations needed centralized control, identity integration, and management at scale before they could adopt. An entire enterprise segment was out of reach.

The strategy

Defined the vision and multi-year roadmap for a dedicated Enterprise Edition, built around a new SaaS Management Portal for controlling virtual machines at scale — and a tiered packaging model designed to open upsell paths from day one.

The execution

Built the Management Portal from 0→1 in under 12 months and shipped a technical preview within a 3-month window. Coordinated engineering, QA, marketing, sales, PR, order management, and support through announcement and GA. Drove enterprise discovery throughout to keep the build anchored to real constraints.

The result

Secured Fortune 500 adoption within six months of GA, unlocked upsell to higher tiers, and turned a single-edition product into a tiered enterprise business.

Golden Images in the Parallels Enterprise Management Portal and the end-user Get Windows from IT flow
Golden Images in the Management Portal — and the end-user "Get Windows from IT" flow
Fleet-wide virtual machine monitoring in the Management Portal
Fleet-wide VM monitoring across users and devices
VM policy configuration in the Management Portal
Policies: centralized control over VM behavior and security
0→1 portal in <12 mo
Fortune 500 adoption in 6 mo
+25% addressable market
+15% returning-customer revenue
Technical depth · Enterprise integrations

Making Parallels enterprise-deployable: SSO, MDM & Golden Image deployment

Enterprise IT won't adopt software that doesn't fit their stack. Led the integrations that removed every blocker — identity providers, device management, and at-scale VM deployment.

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The problem

Enterprise IT admins manage thousands of devices through established systems — Jamf, Microsoft Intune, Entra ID, Apple Business Manager. Before these integrations existed, Parallels was locked out of organizations that required them as a condition of purchase. Great product, wrong ecosystem fit.

The strategy

Prioritized the integrations that directly unblock enterprise deals, then went further — partnering with Apple, Jamf, and Microsoft at a roadmap level rather than just consuming their APIs. The goal: make Parallels a native citizen in the enterprise IT ecosystem, not something admins have to work around.

The execution

Designed and led SSO integration across a wide range of identity providers (SAML, SCIM). Defined and shipped Golden Image deployment — enabling IT admins to deploy pre-configured Windows VMs at scale — and Multiple Golden Image management for orgs with different user groups. Authored technical customer guides (including Single App Mode with Intune enrollment and Sysprep). Trained sales, support, marketing, and partner engineers on each integration; provided hands-on support to enterprise customers during their own deployments.

The result

Removed the integration blockers standing between the product and enterprise procurement. Became the company's technical SME on enterprise IT integrations — the primary resource for sales escalations and customer deals. Partnerships with Apple, Jamf, and Microsoft extended to joint roadmap influence, not just API consumption.

Parallels Desktop Enterprise deployment architecture: identity provider, MDM, Management Portal, and end-user experience
The deployment architecture I designed the product around — identity, MDM, the Management Portal, and the end-user experience in one flow
SSO: SAML · SCIM
Jamf · Intune · Apple ecosystem
Golden Image deployment at scale
Technical guides adopted by sales & GTM
Outbound · Community · Customer discovery

Earning trust in the admin community: conferences, Apple webinars & the feedback loop that shapes the roadmap

Enterprise software doesn't sell through marketing copy. It sells through credibility. Became the public technical face of the B2B product line — and brought what was learned back into the product.

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The problem

Apple enterprise IT admins are a tight-knit, technically demanding community. They don't trust vendor marketing — they trust peers and practitioners. Entering this market meant earning credibility there, not just building a product for it.

The strategy

Became the external voice of the B2B product line — the PM who also takes the stage. The insight was that outbound isn't just sales support; done right, it's the fastest and richest feedback loop for roadmap decisions. Real conversations with admins at MacAdmins or JNUC surface requirements no survey ever would.

The execution

Presented at MacAdmins and JNUC (Jamf Nation User Conference) — the two most influential conferences for Apple enterprise IT — creating all content and visuals independently (JNUC 2025 slides). Co-hosted joint webinars with Apple, combining partner co-marketing with live technical education for enterprise IT admins. Ran customer discovery sessions and product demos that fed directly into the roadmap.

The result

Became a recognized name in the MacAdmins community — returned as a speaker in 2026 with "The Mac-Native Way to Deliver Windows Apps, Powered by Parallels Desktop." Customer feedback from this outbound work directly seeded the Golden Image management and SSO scope that made the product enterprise-ready.

MacAdmins speaker — 2× (2025 & 2026)
JNUC speaker
Joint Apple webinars
Community feedback seeded the enterprise roadmap
Data-driven execution · Growth

Parallels Toolbox: growth & an NPS turnaround

Took a 1M-user product from negative NPS to a loyal base, and grew engagement through disciplined, data-led iteration.

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The problem

Parallels Toolbox had over a million users but a negative NPS (as low as −7) and flat engagement — a sign of stability and usability debt eroding a large base.

The strategy

Rebuilt the measurement foundation first: migrated analytics to Amplitude, separated paid users from bundled free users in the NPS survey for cleaner signal, then prioritized the roadmap directly from in-depth NPS analysis.

The execution

Shipped targeted UX and performance improvements, a redesigned Windows experience, A/B-tested freemium flows on macOS, and a new taskbar agent mode to raise prominence. Validated each release against the metrics and adjusted.

The result

NPS climbed from negative into the 30s; monthly users seeing the Toolbox agent grew 3×; MAU rose 20%.

NPS −7 → 30+
+20% MAU
3× agent visibility
1M+ users owned
Execution · Operating model · 0→1

Parallels Universal Installer: 0→1 and a new operating model

Built a shared installer platform from scratch — and the cross-team processes to keep it running — across the entire consumer portfolio.

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The problem

Parallels' consumer products each handled installation differently, creating friction, failed installs, and duplicated effort across product teams.

The strategy

Researched internal and external installer solutions, gathered requirements across Parallels and Corel product teams, and defined a strategy for one shared Universal Installer — plus a self-service build system so teams could generate builds independently.

The execution

Launched the installer 0→1, set up the team's interaction model, release process, and cross-team communication from scratch, and led migration of Toolbox onto it. Presented the self-service build proposal to management and got it approved and funded.

The result

98% install success rate and 200,000 monthly installations across the consumer portfolio, on a foundation other teams could build on without bottlenecks.

98% install success
200K monthly installs
New operating model from scratch
Industry presence

Known in the room

I don't just build for the Apple/MDM admin community — I'm part of it.

Luba Kulakova presenting on stage at JNUC 2025
On stage at JNUC 2025 — "Managed Desktop Virtualization at Enterprise Scale"
Conference speaker

JNUC — Jamf Nation User Conference

2025: "Managed Desktop Virtualization at Enterprise Scale" — presented Parallels Desktop Enterprise Edition to enterprise IT decision-makers. All content created independently. Slides (PDF)

Conference speaker

MacAdmins Conference

2026: "The Mac-Native Way to Deliver Windows Apps, Powered by Parallels Desktop." ▶ Watch the session · Session details ↗
2025: "Virtualization in IT and Education: Best and Latest Practices." Session details ↗

Inventor

7 granted US patents

Named inventor on seven granted US patents. View on Justia ↗

Webinars & demos

Apple webinars & MacAdmins online sessions

Ran customer-facing webinars with Apple and online sessions for the admin community. 2025: "Modern VM Management on macOS" ▶ Watch ↗ · Live online product demo ▶ Watch

Beyond shipping

Leadership that compounds

Leading a product line is more than features. It's owning the business, developing people, and shaping how the organization operates.

  • Business & product direction ownership

    Owns the full B2B product line's P&L thinking — editions, pricing, packaging, and upsell — accountable for turning product decisions into revenue, not just releases.

  • Executive communication

    Leads company-wide roadmap reviews and strategy presentations with leadership, sales, and engineering — the primary authority on B2B product strategy across the org.

  • Programs at organizational scale

    Built Parallels' patent-portfolio program from the ground up and scaled it to Corel — 20+ products, 300+ developers in structured IP brainstorming — and created an R&D grant function securing 50% cost reimbursement through a University of Malta partnership.

  • Global & distributed by default

    Led programs and releases across international offices and distributed teams; works in English, French, and Russian.

Career progression

Principal Product ManagerParallels · 2026–now
Senior Product ManagerParallels · 2024–26
Product ManagerParallels · 2019–24
Intellectual Property ManagerParallels · 2016–19
EducationM.Sc. Information Security
LanguagesEnglish · French · Russian
How I lead

Leading without waiting for the org chart

My leadership scope has always been bigger than my reporting line — leading through enablement, shared language, and the systems people work in.

Scale through enablement, not gatekeeping

Every major release, I build and deliver technical enablement for the 50+ person cross-functional team — sales, SEs, support, marketing — so knowledge never bottlenecks on me. The measure of my leadership is what the team can do when I'm not in the room.

Create the shared language

Alignment fails when every team describes the product differently. The "Levels of Control" framework I created for conference talks became the common vocabulary across sales, marketing, and leadership — one mental model from roadmap review to customer call.

Build the operating model, then the product

I've repeatedly built the system before the deliverable. The Universal Installer shipped with its own release process, cross-team interaction model, and a self-service build system — because a platform without an operating model just becomes a new bottleneck.

Grow people beyond my own team

As Mentorship Program Manager at ProductBC, I've organized career development for 150+ product people in Vancouver — matching mentors, designing the program, and keeping it running season after season.

Let's build something enterprises rely on.

Email me → LinkedIn Résumé (PDF)