Open to opportunities

Florencia Sylvester

@florenciasylvester

Message

Senior Product Marketing Manager translating complex SaaS value into compelling GTM messaging and pipeline growth.

Argentina

Message

What I'm looking for

I’m looking for a product marketing role with real ownership—building GTM strategy end-to-end for B2B SaaS. I want data-driven impact on pipeline (LTV, CAC, conversion), close sales alignment, and room to iterate messaging, lifecycle, and enablement.

I’m a Senior Product Marketing Manager with 8+ years of experience building GTM strategy, product positioning, lifecycle marketing, and sales enablement for SaaS and digital products. I’m known for turning technically complex offerings into clear messaging that sales teams can execute—and customers immediately understand.

At Toptal (as Marketing Director), I lead product marketing and end-to-end GTM strategy for new service verticals, including positioning, messaging, landing pages, and sales collateral for the Sales Consulting practice launch. I also define US and European go-to-market playbooks for startup clients, track performance using client LTV, and build enablement assets like battle cards, one-pagers, and outbound sequences.

Previously, I owned GTM strategy across paid, SEO, web, and social at ClickMinded, aligning messaging and positioning with measurable CAC and conversion improvements. I drove CRO initiatives and content strategy to support organic growth and pipeline development, and I’ve consistently partnered tightly with sales to improve lead quality through the funnel.

I also bring deep demand generation and launch experience across markets—from building MQL nurturing and outbound programs at Winclap to leading Shopee’s Argentina market-entry positioning and launch execution. My background combines an MBA from UCEMA with a degree in Digital Arts and Design and a UX research certification, which keeps my approach grounded in customer insight and hands-on creative execution.

Experience

Work history, roles, and key accomplishments

Current

Marketing Director

Current

Toptal

Mar 2024 - Present (2 years 3 months)

Led product marketing and GTM strategy for new service verticals, including end-to-end launch ownership across positioning, messaging, landing pages, and sales collateral. Built go-to-market playbooks and sales enablement materials, tracking outcomes using client LTV to guide messaging and lead generation.

GTM Strategy Product Positioning Sales Enablement Landing Pages Messaging Frameworks Outbound Sequences Lead Generation Analytics Reporting

Product Marketing Lead

ClickMinded

Mar 2023 - Mar 2024 (1 year)

Owned GTM strategy across paid, SEO, web, and social channels for a B2B digital education product. Developed product messaging and positioning, managed campaign budgets to optimize CAC and conversion, and led CRO and content initiatives to support organic growth and pipeline development.

Product Marketing GTM Strategy Demand Generation SEO Paid Advertising CRO Content Strategy Funnel Optimization Marketing Analytics

Marketing Manager

Winclap

Dec 2022 - Mar 2023 (3 months)

Built and executed demand generation strategies for SMB, mid-market, and enterprise clients across LATAM and North America. Developed MQL nurturing programs and outbound sequences, aligning marketing with sales objectives to improve lead quality and conversion to SQL.

Demand Generation Outbound Sequencing Lead Generation Pipeline Development Sales Alignment Marketing Automation Analytics Reporting

GTM Marketing Manager

Shopee

Nov 2021 - Sep 2022 (10 months)

Led GTM strategy for Shopee’s market entry in Argentina, defining positioning and messaging for a new market with minimal brand awareness. Coordinated launch planning with marketing, product, and operations, and optimized performance using conversion rates, CAC, and repeat purchase behavior.

GTM Strategy Market Entry Product Positioning Messaging Cross Functional Collaboration Demand Generation Funnel Optimization Performance Analytics

B2B Product Marketing Manager

Tonic3

Dec 2020 - Nov 2021 (11 months)

Led B2B marketing and sales enablement for a SaaS product suite targeting enterprise clients. Created positioning and competitive differentiation strategies and developed sales enablement collateral while running integrated demand generation campaigns to build pipeline and support the sales team.

B2B SaaS Marketing Product Positioning Market Differentiation Sales Enablement Case Studies Demand Generation Pipeline Development

Head of Digital

Edelman

Jan 2020 - Dec 2020 (11 months)

Provided strategic advisory on digital marketing performance for B2B and B2C clients across LATAM, North America, and EMEA. Led recommendations on content marketing, paid media mix, KPI targets, and ROI, and managed a cross-regional digital team across multi-market environments.

Digital Marketing Strategy Paid Media Content Marketing KPIs ROI Analysis Analytics Reporting Marketing Performance

Sr. Digital Account Executive

Edelman

Dec 2018 - Jan 2020 (1 year 1 month)

Managed digital strategy and account development in the LATAM market for clients including Disney, Nissan, Spotify, AMD, and Samsung. Developed and executed social media strategies, influencer partnerships, paid media, and email marketing programs, supported by social listening and research to guide content and campaign planning.

Digital Strategy Social Media Influencer Partnerships Paid Media Email Marketing Social Listening Content Strategy Campaign Planning Account Management

Digital Account Executive

Edelman

Jul 2017 - Dec 2018 (1 year 5 months)

Executed digital marketing campaigns and managed client accounts across the Latin American market. Supported strategy development across social media, paid media, and content marketing for global brand clients.

Digital Campaigns Social Media Marketing Paid Media Content Marketing Client Account Management Strategy Marketing Execution Analytics Reporting