Varsha Soni
Senior Product Marketing Manager
Senior PMM with 8+ years at early-stage B2B SaaS companies, from first marketing hire to acquisition. I specialise in the fundamentals: figuring out what a product is really saying, building the messaging around it, and creating the launch and content systems that get it in front of the right people and keep them.
Experience
Product Marketing Manager at JustCall (SaasLabs)
Dec 2024 – Feb 2026
Sequoia-backed business communication platform · 6,000+ customers across 40+ countries
- Led value-based messaging and CTA optimization across 20+ high-traffic landing pages, driving up to 60% uplift in conversion rates and 123% increase in demo bookings at a Sequoia-backed platform serving 6,000+ global customers.
- Owned full-funnel GTM for AI Voice Agent, AI SDR, and SMS features: landing pages, email campaigns, in-app announcements, and sales enablement, as JustCall expanded from VoIP into AI-powered sales automation, shipping a new AI feature every two weeks during this period.
- Ran the AI Voice Agent launch webinar end-to-end: 200+ registrations, 125 attendees, and 29 demo bookings into the pipeline.
- Built 50+ PPC, migration, and comparison landing pages targeting Aircall and Dialpad buyers, contributing to JustCall's positioning as the top-rated SMB alternative (G2: 4.3/5, 2,376+ reviews).
- Audited and optimized 23 priority pages across a 70+ integration ecosystem, including new launches like Clay, Bitrix24, and Salesforce Agentforce, converting high-intent traffic into 123 demos and 309 signups.
- Owned the monthly product newsletter (Mar–Dec 2025) for 6,000+ customers: maintained ~43% open rates and grew CTR to 2.3% across a 10-month run (+200–400 new subscribers/month).
Senior Product Marketing Manager at Scalekit
Apr 2024 – Sep 2024
Early-stage developer infrastructure startup (Matrix Partners, Together Fund); company launched its entire product suite publicly during this tenure
- Built website, product blog, and go-to-market foundation from zero as Scalekit launched its full SSO product suite publicly: OIDC, SAML, Admin Portal, Social Logins, and SCIM Provisioning shipped in 5 consecutive months during tenure.
- Conducted ICP research and developed messaging framework bridging a highly technical product (enterprise auth infrastructure) with dual audiences: developers implementing SSO and business buyers evaluating enterprise readiness.
Senior Product Marketing Manager at Fincent
Mar 2023 – Apr 2024
AI-powered bookkeeping for US small businesses · 4.7/5 Capterra rating
- Managed GTM for new features across an 80–100 customer base (positioning, messaging, and launch execution) while enabling sales with competitive intelligence, battlecards, and solution guides.
- Drove iOS v1.0 app launch (first-ever mobile release, Jan 2024) as part of a PLG self-serve motion, growing downloads ~2.5x (23 → ~60) within tenure.
- Launched group demo program generating 24 demos across 5 sessions with 3 customer conversions (~12.5% demo-to-close rate).
- Authored and launched 7 SEO how-to guides (still indexed at fincent.com/how-to) and scaled knowledge base to ~300 monthly views across an 80–100 customer base, improving product education and self-serve engagement.
Marketing Executive → Product Marketer at Slintel (acquired by 6sense)
Aug 2019 – Mar 2023
B2B buyer intelligence platform; joined as first marketing hire (1–20 stage); exited through $20M Series A (GGV Capital, TechCrunch-covered) and 6sense acquisition
- First marketing hire at a 1–20 stage startup, driving early-stage growth through experimentation across content, lifecycle, onboarding, and distribution in close collaboration with product and sales teams.
- Spearheaded product marketing for Slintel V2 launch and onboarding (Appcues), driving 18% increase in product adoption, reducing friction, and improving product experience ahead of acquisition.
- Built and scaled early growth channels across content and education, including 35+ blogs, 18 knowledge base articles, videos, and webinars, driving 20+ weekly prospects and improving newsletter engagement from 14% to 30% open rates.
- Owned social and distribution experiments end-to-end, scaling presence from 2K to 10K followers and driving engagement through 300+ monthly posts and community-led growth.
- Established product messaging, sales collateral, and knowledge systems, contributing to NPS growth to 9.2 and improving customer understanding of the product.
Team Lead, Workforce Management at FirstsourceMar 2018 – Aug 2019
Workforce Analyst at AmazonAug 2016 – Feb 2018
Customer Relations Executive at FurlencoFeb 2015 – Sep 2015
Junior Process Executive at Societe GeneraleJun 2014 – Dec 2014
Skills & Tools
SkillsPositioning & Messaging · GTM Strategy · Product Launches · AI Product Marketing · Competitor Displacement · Content Marketing · Knowledge Base & Documentation · Onboarding & Adoption · Lifecycle Marketing · Sales Enablement · Competitor Research
ToolsHubSpot · Amplitude · Google Analytics · Appcues · Figma · Canva · Notion · Jira · Zoom Webinars · G2 · Klue · Loom · Otter.ai
BuildClaude Code · Anthropic/Groq APIs · Vercel + GitHub · AI-assisted development
PMM WorkflowsAI-assisted competitive teardowns · AEO strategy · NotebookLM for research synthesis · prompt/context engineering · n8n automation
Education
Bachelor of Business Management (BBM)2011 – 2014