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
130+
Cross-functional team led

How I work

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

🧭

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 translate what customers actually need into what we build. I'm the public face of the product for analysts, the 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 collaborate in architecture reviews and earn the engineering trust.

🚀

Execution that ships

I write the PRDs and user stories, then coordinate design, development, documentation, and collaborate with QA, support, 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 deliver.

Case studies

See more details on the projects I worked on. Click a card to see the problem, strategy, execution, and result.

Strategy · Business ownership · 0→1

Parallels Desktop Enterprise Edition & SaaS Management Portal

Defined and shipped an entirely new enterprise tier with 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 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 integrations with MDMs, 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 with 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 behaviour 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 and security policies enforcement

Enterprise IT won't adopt software that doesn't fit their stack and doesn't provide the necessary security options. 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 like 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. The product was solid, but it didn't fit how enterprise IT operates.

The strategy

Prioritized the integrations that directly unblock enterprise deals, then went further by partnering with Apple, Jamf, and other MDMs at a roadmap level rather than just consuming their APIs. The goal: make Parallels Desktop work the way admins already operate and be a part of the enterprise IT ecosystem.

The execution

Defined the strategy and best practices for the Parallels Desktop and VM deployment flow: SSO (SAML, SCIM), macOS MDMs (Jamf and beyond), and Windows management with Intune. One coherent admin path from identity to a running VM. Wrote the technical requirements for each integration, knowing the quirks of every MDM and identity stack, and shipped them. Trained sales, support, and partner engineers; supported enterprise customers hands-on during rollouts.

The result

Removed the integration blockers standing between the product and enterprise procurement. Became the company's technical SME on enterprise IT integrations. Partnerships with Apple, Jamf, and Microsoft extended to a joint roadmap beyond just using their APIs.

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

In this market, credibility sells the product more than marketing copy does. 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 rely on peers and practitioners. Entering this market meant earning credibility there on top of 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 work, done well, feeds roadmap decisions faster and with more depth than most other channels. Real conversations with admins at MacAdmins or JNUC provide requirements a survey won't catch.

The execution

Presented at MacAdmins and JNUC (Jamf Nation User Conference), the two most influential conferences for Apple enterprise IT. All content and visuals were created 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 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 a cleaner signal, then prioritized the roadmap directly from in-depth NPS analysis.

The execution

Shipped targeted UX and performance improvements, A/B-tested freemium flows on macOS, a redesigned Windows client experience, 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 the migration of Parallels 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 Product portfolio, on a foundation other teams could build on without bottlenecks.

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

Industry presence

I'm an active member of the Apple/MDM admin community.

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

Leading a product line means covering both business and development parts of the product, developing people, and shaping how the organization operates.

  • Business & product direction ownership

    Owns the full B2B product line's P&L thinking — editions, 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, Russian, and German.

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 · German

How I lead

My leadership responsibilities have consistently extended beyond my formal reporting line 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 130+ person cross-functional team — sales, SEs, support, marketing, so knowledge never bottlenecks on me.

Create the shared language

When teams describe the product differently, alignment breaks down. The "Levels of Control" framework I created for conference talks became the common vocabulary across sales, marketing, and leadership.

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 a clear operating model tends to create new bottlenecks instead of removing them.

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.

Interested in working together?
Let's talk about what your team needs next.

Email me → LinkedIn Résumé (PDF)