Martha was critical to Mint.com's success. But let's back up.
Before I met Martha, my experience with PR was essentially that you hire a person or firm to broadcast your product, feature, message, angle, story, etc., to the right journalists. You were paying for placement of your story in the media. Our PR at Apple was to shape and spin the story, coordinate the release of information and the influence it had. Our marketing team, not PR, ran the show — strategy, message, even the ordering of product features on a box.
What Martha brought to Mint was a focus on that second component — product and messaging strategy, paired with the channels to release it on, timing in doing so, and coordination of product development to meet the message. Working with her reshaped my expectations for PR to consider "getting people to know about and use your product" is an essential part of a user journey. How and where they hear about it influences what they will expect when they use it, who they will tell about it, and how much leniency they'll grant your product in the early days.
I left our collaboration on Mint knowing that not only was Martha the best PR i'd ever worked with or seen in action, but also she had reshaped my understanding for how PR (on a product that meets user need) can be an integral part of ongoing product growth. In 2017 with a business of my own now, when it came time for us to reach out to PR, she was the only person we even reached out to — why would we? :)