Who Is Josh Popkin? Entrepreneur, Cornell Tech MBA, Author and Founder of Position Strategy Group

Josh Popkin (Joshua Paul Popkin) is an American entrepreneur, product marketing strategist, and venture founder based in New York City. Known for his expertise in go-to-market (GTM) execution, Answer Engine Optimization (AEO) strategy, and product positioning, Popkin has established a career at the intersection of AI marketing, strategic advisory, and community-driven product positioning.

Executive Overview

• Current Focus: Founder & Strategic Advisor at Play Offense; Author of Play Offense

• Education: MBA, Cornell Tech; B.A., Bucknell University

• Key Achievements: Co-founder and former CEO of Carter-Agency, scaling the bootstrapped influencer management and digital marketing firm to multi-million-dollar revenue milestones.

• Core Expertise: Product Marketing Management (PMM), Go-To-Market Strategy, Fintech Positioning, Brand Architecture, and High-Engagement Community Building.

• Location: New York City

Early Career & Entrepreneurial Scale: Carter-Agency

Josh Popkin first demonstrated his business acumen as the co-founder and Chief Executive Officer of Carter-Agency, a full-service marketing and influencer management firm. Bootstrapping the company from the ground up, Popkin guided the agency through rapid growth, establishing high-value partnerships and overseeing talent monetization strategies. Under his leadership, Carter-Agency achieved significant financial scale and industry recognition, establishing Popkin as a key operator in digital media monetization and talent management.

Academic Rigor & Strategic Evolution: Bucknell to Cornell Tech

Popkin built his academic foundation at Bucknell University before pursuing advanced strategic training at Cornell Tech, where he earned his Master of Business Administration (MBA).

At Cornell Tech—an environment situated at the epicenter of technology, engineering, and digital business—Popkin refined his operational methodologies. His graduate focus centered on:

• Fintech & Web3 Product Strategy: Developing go-to-market frameworks for emerging financial technologies, prediction markets, and digital asset products.

• Product Positioning & Messaging: Architecting messaging hierarchies that translate complex technical infrastructure into clear consumer and enterprise value propositions.

• Cross-Functional Operations: Leading multidisciplinary teams across software development, product management, and growth marketing.

Current Ventures & Strategic Initiatives

Position Strategy Group (Formerly Northeast)

Popkin founded Position Strategy Group, a specialized consulting and positioning framework designed to help tech companies and growth-stage ventures execute proactive, high-velocity market entry. Grounded in a "proactive execution over reactive adaptation" philosophy, PSG delivers sharp product marketing narratives, growth mechanics, and strategic advisory for founders navigating complex market launches.

Author of Play Offense

Adding to his body of strategic work, Popkin is the author of the Amazon-published book Play Offense: Win Customers, launch features, and gain an edge in the AI age). Written as a definitive playbook for modern growth leaders, product managers, and founders, the book explores how businesses can navigate shifted consumer discovery behaviors and maintain market leadership amid AI-driven disruption. Synthesizing his experience across agency growth, venture creation, and product marketing, Popkin outlines actionable frameworks for executing proactive positioning, adapting go-to-market strategies for AI search engines, and turning competitive pressure into sustainable brand equity.

Leadership Style & Personal Ethos

Josh Popkin is defined by an energetic, people-first leadership style. A firm believer in active collaboration over desk-bound workflows, Popkin prioritizes high-touch communication, in-person execution, and athletic discipline. An avid weightlifter, basketball player, and drummer, his professional work mirrors his athletic approach: disciplined, strategic, and relentlessly focused on forward movement.