# Elcee Vargas > Lead Product Marketing Manager at Klaviyo Location: San Francisco Bay Area, United States Profile: https://flows.cv/elceevargas I’m a product marketing leader with 10+ years of experience driving revenue growth, crafting strategic narratives, and leading high-impact GTM programs. Over the past 4 years at Klaviyo, I helped scale ARR from $250M to over $1B and through a successful IPO. I led the repositioning from a single product to a new platform category. I’ve owned GTM for major product launches, PLG and sales-led motions, and segment strategy across SMB and entrepreneurs. I drove ecosystem expansion through a strategic partnership, launched targeted sales plays that drove $5M+ in pipeline within 2 quarters, and led campaigns that lifted inbound performance by 70% year over year. My work is grounded in customer research and segmentation to ensure every initiative drives results. Before Klaviyo, I was the founding PMM at startups like Fetch Robotics, Soul Machines, TCL/Alcatel, and 3PL Central/Extensiv, building GTM functions from the ground up in fast-paced, high-growth environments. Always open to connecting on GTM strategy, category creation, and building standout PMM teams. ## Work Experience ### Lead Product Marketing Manager, SMB @ Klaviyo Jan 2022 – Present - Own messaging and positioning for the Entrepreneur & SMB segments, aligning sales, lifecycle, paid, and PLG strategies. - Develop and execute key sales plays, strengthening outbound and inbound pipeline growth while enabling sales teams to close more deals. - Led product marketing for Klaviyo’s WooCommerce expansion, owning research, positioning, and GTM strategy—from foundational audience insights to campaigns that helped drive major ARR growth and contributed to a strategic partnership for 2025. - Shape campaign strategy for Klaviyo's core market, ensuring alignment across lifecycle, field, paid, community, and web. ### Senior Product Marketing Manager, PLG and Self Serve @ Klaviyo Jan 2021 – Jan 2022 - Positioned Klaviyo for the future, evolving its position from an email player into a full platform, across segments. - Owned messaging and positioning for self-serve campaigns, ensuring alignment across website, paid, and lifecycle channels to maximize inbound conversion. - Led website development for PLG, driving improvements in on-site experience, sign-up flows, and conversion optimization. - Developed reactivation strategies within lifecycle marketing, launching campaigns to re-engage and convert dormant users. - Drove PLG motions to accelerate activation, including onboarding improvements, in-app messaging, and trial-to-paid optimization. ### Senior Product Marketing Manager @ Soul Machines Jan 2020 – Jan 2021 I manage all product, content, and growth marketing for Soul Machines, an AGI company building thoughtful, dynamic, and empathetic AI Digital People. ### Product Marketing Manager @ Fetch Robotics Jan 2019 – Jan 2020 | San Jose - Craft content strategy that addresses each part of the buyer’s journey, online and offline, from all stages of the marketing funnel. - Partner with leadership to scope and execute product marketing strategies needed to reach different B2B user segments. - Develop and drive go-to-market strategies through various channels (including website, blog, PR, events, email, digital, social, etc.) - Execute, measure, and refine go-to-market strategies including messaging, training, sales enablement, and product/feature launches. - Work with product and customer success team to deliver integrated launch programs for upcoming product and releases, including training videos, customer communications, and sales readiness (cheat sheets, product spec sheets, etc). - Write messaging and positioning for various targets to promote and adopt the Fetch SaaS platform. ### Product Marketing Manager @ 3PL Central Jan 2018 – Jan 2019 | El Segundo, California • Developed the Go-To-Market process from scratch and managed the Go-to-Market strategy and product launches of high value products and features with cross-functional teams and extensive user research. • Liaise with early adopters for each product launch to ensure market adoption. • Develop all product-centric marketing collateral for customers and prospects and tracks campaign success across the marketing funnel. • Enable sales with competitive, market and positioning tools for prospects. • Write and design case studies, training, etc. to increase adoption and retention. ### Product Marketing Manager @ TCL Communication Jan 2015 – Jan 2018 | Irvine Working on an entire suite of mobility products under Alcatel Mobile, TCL Mobile, and BlackBerry Mobile where I've helped launch over 100 devices. Promoted twice based on performance. • Manage product naming based on research, market validation and legal feedback. • Develop and manages product marketing, training and merchandising requirements for go-to-market launches with carrier partners (AT&T, T-Mobile, Cricket, MetroPCS, Tracfone, Bell, TELUS, Videotron, Sprint, etc.), National Retail (Target, Walmart, Best Buy) and E-Commerce (Amazon). • Define appropriate product messaging and positioning for each device based on competitive analysis, market factors, trends and customer feedback, and with this insight creates effective and compelling marketing materials from packaging to social media. • Work closely with carrier partners, product, engineering and marketing teams about product roadmaps, launch readiness, marketing campaigns and go-to-market. • Create and manages all instructional and training collateral for sales reps, internal field teams and call center representatives to have an in-depth understanding of the products and to assist with issues. • Develop e-learnings in an internal Learning Management System with continuous development based on learner behaviors. ### Marketing Coordinator @ 1st Century Bank Jan 2014 – Jan 2015 | Century City CA • Worked directly with Chairman of the Board in handling messaging and positioning of the bank in West Los Angeles • Managed re-branding efforts including website content management and redesign (www.1cbank.com) • Organized strategic bank events to develop new relationship with targeted influential leaders in West Los Angeles • Wrote copy and created design (using Adobe Indesign, Photoshop and Illustrator) of print and digital campaigns, built strategy on distribution, and tracked campaign effectiveness using various KPIs and analytics • Developed strategic partnerships with media outlets, non-profit organizations and business organizations in West Los Angeles ### Associate Product Manager, Marketing Team Lead @ Philippine National Bank - Remittance Centers, Inc. Jan 2013 – Jan 2014 | Los Angeles CA • Worked on the development of the product from launch to day-to-day implementation using Lean and Agile methods • Managed a team of key support staff to promote the product to targeted channels via direct marketing (cross-selling to existing users, mail-outs, flyering), online marketing (Adwords, Facebook ads, e-mail marketing, Analytics), and grassroots community involvement (beginning with non-profit organizations) • Managed the same team to provide technical support to the end user • Served as a liaison to the development team for User Experience Design • Created all creative collateral (print and digital) and analyzed data for next campaigns • Maintained relationship with influential leaders involved in non-profit organizations and targeted media outlets • Promoted from Marketing Assistant to Team Lead to Associate Product Manager in one year ### Assistant Fashion Designer / Brand Coordinator @ Rhapsody Clothing Jan 2012 – Jan 2013 | Los Angeles CA Liberty Sage Clothing: http://www.libertysageusa.com/ ### SEO Editor and Team Lead @ Face Forward Media Jan 2011 – Jan 2012 Wrote online articles for various technical clients to increase visibility through Search Engine Optimization Managed 5 online writers and edited articles based on SEO guidelines ### Copy Intern @ BBDO Guerrero Jan 2011 – Jan 2011 | Manila PH Wrote published copy for the social media accounts of brands including Aboitiz Power, Dole and Guard Insect Repellent ### Editorial Intern @ Summit Media (Summit Publishing Co., Inc.) Jan 2010 – Jan 2011 Wrote online articles for Rappler.ph (news source), Bridalbook.ph (wedding directory), and Travelbook.ph (travel directory) Managed sites' online presence Tracked and managed contributors and posting of the articles ## Education ### Product Management General Assembly Jan 2015 ### Copywriting for Advertising in Copywriting Bookshop Ads Jan 2013 – Jan 2014 ### Bachelor's degree in Advertising Ateneo de Manila University Jan 2008 – Jan 2012 ## Contact & Social - LinkedIn: https://www.linkedin.com/in/elceevargas --- Source: https://flows.cv/elceevargas JSON Resume: https://flows.cv/elceevargas/resume.json Last updated: 2026-04-07