Claudia Sebastiany

Senior Product Marketing Manager · B2B SaaS · GTM & Launch

Complex products, clear stories, launches that get adopted.

I’ve launched and scaled products at Zillow, Citrix, ADT, Crown and Nokia. I own go-to-market end to end — from customer insight and positioning to the launch operating model, enablement and adoption results.

Boca Raton, FL English · Português · Español MBA, Product Management
60+launches a year run through a GTM operating model I built
20+years launching and scaling products across five companies
90markets in the Real-Time Touring national rollout
3×activation lift (20% → 60%) after a pilot-driven product redesign

Featured case study

How a messaging reset turned a program requirement into a reason to switch — and moved every Flex team onto Follow Up Boss.

Zillow · Follow Up Boss · Apr–Sep 2025

Turning a requirement into a value story

Zillow acquired Follow Up Boss, a leading real estate CRM, and was making it a requirement for all teams in its Flex program (post-paid leads). About 64% were already using it.

100%of Flex teams on Follow Up Boss by the September 2025 deadline
Watch the case study

Challenge

The change was initially perceived as a "mandate." Teams also had concerns about price and the effort of migrating to a new CRM.

Messaging reset

When I joined the project, I pushed to reposition the change around agent benefits instead of a Zillow requirement — emphasizing what teams could do in Follow Up Boss that wasn't available anywhere else.

Strategy

Based on how each channel had performed on past initiatives, I proposed training Sales to deliver the new pitch 1:1, followed by emails and an updated landing page and video. Partner testimonials and claims built trust.

Result

Many people contributed, but shifting the narrative from "mandate" to "exclusive value" was essential to getting Flex teams over to Follow Up Boss.

My GTM approach

The framework behind every launch on this page: get the foundations right, then plan, execute and measure.

Phase 1

Foundations

1

Know the customer

Their pain points and motivations.

2

Know the product

How it solves customer problems and how it compares to the status quo.

3

Define the goals

Aligned with key stakeholders.

Phase 2

Plan, execute, measure

4

GTM plan

Layer in how each channel has performed before to set the activation sequence.

5

Execution

A work-back plan with timing for every deliverable, keeping everyone informed and engaged.

6

Assessment

Post-launch review against goals to decide whether more activation is needed.

More results

Launch, adoption and portfolio outcomes across five companies.

Zillow · National rolloutLaunch

Real-Time Touring, 90 markets

Spearheaded the national rollout, with an automated opt-in flow and a monthly GTM cadence that reduced Sales workload.

Exceeded the adoption goal: 70% vs. 65% target.

Zillow · With ProductBeta & pilots

Pilot insights that drove a product redesign

Ran beta and pilot programs with Product to validate messaging, onboarding flows and channel performance.

The redesign lifted activation from 20% to 60%.

Zillow · Premier AgentGTM operating model

A launch system for 60+ launches a year

Built and run a repeatable GTM operating model covering everything from major releases to incremental updates.

  • Cross-functional readiness and communication
  • AI tools integrated into day-to-day PMM workflows to speed asset creation
  • Onboarding and mentoring of new PMMs

More consistent launches across 60+ releases a year.

ADT · 2020–2021Portfolio strategy

Small Business Video portfolio strategy

Owned GTM and portfolio strategy for 30+ smart devices, aligning the roadmap through VOC, competitive analysis and forecasting.

25% portfolio optimization through vendor consolidation, with no revenue or margin impact.

Citrix · 2018–2020Customer success

Citrix Cloud Success Center

Product owner of a self-service platform for onboarding and enabling SaaS customers and partners; ran VOC through Pendo, surveys and interviews.

+15% digital success plan adoption and −10% Support calls, freeing CSMs for higher-revenue accounts.

Crown Equipment · 2014–2018Zero to one

Testing value proposition and messaging with early adopters

For new advanced technology and semi-automation solutions, I created the process to test value proposition and messaging with early adopters through research, and owned it end to end:

  • Designed the testing process
  • Built the pitch deck
  • Ran the early-adopter research
  • Tracked closed deals against the research inputs

Early-adopter feedback informed product expansions. I also built the business case framework behind a partnership that created a new line of business.

Nokia · 2000–2013Regional launches

30+ mobile launches across Latin America

Orchestrated regional launches with global R&D teams in China and the US, fitting pricing, timing and positioning to each market. Launches included the Nokia 3310 (126M units sold globally).

Built a launch system that improved launch timeliness by 30%.

Work samples

Launch and enablement content I created, plus consulting work for outside clients. Each opens in a new tab.

Turning a requirement into a value story

Case study video

The Follow Up Boss story above, produced as a narrated video: context, messaging reset, strategy, results and my GTM approach.

Watch
Schedule ShowingTime tours for My Agent connections

Training deck · Follow Up Boss

Enablement deck that trains agents to schedule ShowingTime tours for their My Agent connections directly from Follow Up Boss.

View deck
Collaborate with both buyers through Zillow Messages

Launch video + article · Nov 2025

Lets agents message a buyer and their buying partner in one Zillow Messages thread, extending the agent relationship to the whole buying team.

Watch & read

Consulting

Client · New Movers EvangelismBrand & web strategy

New logo and landing page strategy

New Movers Evangelism provides targeted mailing lists that help organizations reach people who have recently moved into their communities.

  • Designed the organization's new logo
  • Provided strategic guidance for the updated landing page
Visit newmovers.org

Also in my toolkit

Customer-facing enablement across training, emails, landing pages, videos, GIFs, in-product messages and SMS — plus an ROI calculator I created at Crown.

Beyond the day job

I design my own assets. I'm an illustrator who runs Ever Bright Art, an Etsy shop of my own designs on print-on-demand products, and I do freelance presentation design, turning rough slides into one cohesive narrative.

Experience

Product marketing, program management and product ownership across real estate tech, SaaS, security, industrial equipment and mobile.

Nov 2021 – Present

Zillow Group

Senior Product Marketing Manager

GTM strategy for Zillow Premier Agent: positioning, product readiness and adoption for B2B SaaS workflow tools and AI-driven features. Roadmap input from VOC, usage data and competitive insight.

May 2020 – Nov 2021

ADT Inc.

Product Marketing Manager

GTM and portfolio strategy for Small Business Video; cross-functional launch readiness across Sales, Ops and Support.

Sep 2018 – May 2020

Citrix Systems

Senior Program Manager

Product owner, Citrix Cloud Success Center. Content strategy, KPI measurement, demand generation and cross-functional enhancements.

Apr 2014 – Aug 2018

Crown Equipment

Global Marketing Product Technology Manager

Global GTM for zero-to-one technology solutions. Created the early-adopter research process to test value proposition and messaging, tied to closed deals. Led cross-functional teams and managed a direct report.

Sep 2000 – Nov 2013

Nokia

Latin America Product Marketing Manager

Regional product marketing for 30+ mobile launches, low-end to high-end.

MBA, Product Management — USP, Escola Politécnica
B.S. Marketing & Advertising — Universidade Presbiteriana Mackenzie
Product Strategy — Kellogg Executive Education
Graphic Design — GD Pro · Branding & Strategic Design — Brandster

Contact

Let's talk about your next launch.

sebastianycn@gmail.com
linkedin.com/in/claudiasebastiany Open LinkedIn