Overview

Klaviyo, Inc.
125 Summer St Ste 600
Boston, Massachusetts, 02110-1641
617-213-1788
www.klaviyo.com

For additional context on this company, see 🔥RESEARCH & INSIGHT🔥 section below.

About the job:
At Klaviyo, we value the unique backgrounds, experiences, and perspectives each Klaviyo brings to our workplace every day. We believe everyone deserves a fair shot at success and appreciate the experiences each person brings beyond the traditional job requirements.

You’ll build and lead Klaviyo’s customer marketing function, spotlighting customer successes and scaling programs that drive awareness, adoption, and advocacy. With 167,000 brands on the platform, you’ll turn incredible customer stories into programs that fuel go-to-market success. This role supports product launches, key events, press, and commercial motions—driving business impact and deepening relationships with our most valuable asset: our customers.

Klaviyo is customer-obsessed. This role is central to how we engage our community, amplify our impact, and accelerate growth.

This is a highly collaborative and visible role, requiring strong cross-functional partnership with Product Marketing, Customer Success, Sales, Comms, Events, and Product teams.

The ideal candidate is a strategic thinker who excels in a fast-paced environment and enjoys storytelling, messaging, and program development. You will enable sales teams to communicate our unique value proposition effectively.

How You’ll Make a Difference:

  • Customer Storytelling: Build and scale a pipeline of high-impact customer stories across use cases, industries, and personas.
  • Launch & Campaign Support: Activate customer advocates in major launches and GTM plays.
  • Reference & Advocacy Programs: Develop a roster of referenceable customers and a process for managing requests.
  • Event Activation: Support customer recruitment, speaker prep, and storytelling for events like K:LDN and K:BOS.
  • Customer Insights: Translate qualitative insights into impactful programs.
  • Cross-Functional Alignment: Partner with Sales, Success, and Marketing to elevate stories that drive commercial outcomes.

Who You Are:

  • 10+ years in B2B marketing, ideally in customer marketing, product marketing, or advocacy.
  • Exceptional communicator and storyteller.
  • Strong program builder with scalable process experience.
  • Effective in cross-functional environments.
  • Strategic thinker with strong execution and customer-centric mindset.

Massachusetts Applicants:
It is unlawful in Massachusetts to require or administer a lie detector test as a condition of employment or continued employment.

Compensation:
Base Pay Range For US Locations: $156,000—$234,000 USD

Our total compensation may include base, bonus, equity, sign-on, and a comprehensive benefits package. Visit Klaviyo Rewards for more on our Total Rewards package. Your recruiter can provide more specific info during the process.

About Klaviyo:
We’re Klaviyo (clay-vee-oh). We empower creators to own their destiny by making first-party data accessible and actionable. If you’re ready to do the best work of your career, supported with generous benefits, we hope you’ll join us.

Equal Opportunity Statement:
Klaviyo is committed to non-discrimination. We do not discriminate on any protected basis including race, religion, sex, age, disability, sexual orientation, or veteran status.

About Klaviyo, Inc.

The only CRM built for DTC

🔥 RESEARCH & INSIGHT 🔥 :

Klaviyo: Implications for the VP of Customer Marketing Role

As the digital economy continues to shift toward personalized, data-driven experiences, marketing automation platforms have become critical to ecommerce growth. Klaviyo, Inc. is at the forefront of this transformation. Known for its powerful email, SMS, and customer data platform (CDP) capabilities, Klaviyo enables brands to build direct, high-value relationships with their customers. With more than 169,000 customers globally and an evolving product suite that now includes advanced analytics and Customer Hub capabilities, Klaviyo is entering a pivotal moment in its growth trajectory.

The appointment of a Vice President of Customer Marketing reflects this next stage of maturity. No longer just a startup serving high-growth Shopify merchants, Klaviyo is scaling into the mid-market and enterprise space while expanding aggressively in international markets. In this context, the VP of Customer Marketing must do more than tell customer stories—they must operationalize a global advocacy engine, drive strategic alignment across sales and product, and help reposition Klaviyo as the mission-critical infrastructure for ecommerce engagement. The following SWOT analysis examines the company’s internal strengths and weaknesses, its external opportunities and threats, and the implications for this highly strategic executive role.

Strengths

  • Accelerating Revenue Growth: Klaviyo delivered Q1 2025 revenue of $280 million, up 33% YoY, and raised its full-year guidance to $1.171B–$1.179B, projecting 25–26% revenue growth for 2025.
  • Robust International Expansion: Markets such as France, Germany, and Spain grew over 100% YoY, supported by strategic customer wins like Moose Knuckles and Bauhaus.
  • Expanded Product Differentiation: New offerings like Marketing Analytics and Customer Hub are already contributing to revenue through improved customer engagement.
  • Mid-Market and Enterprise Momentum: Klaviyo now counts 3,000+ customers with $50K+ in ARR, reflecting growing adoption among higher-value clients.
  • Improving Operational Leverage: Non-GAAP operating margin improved to 11.6% in Q1, up from 6% in Q4, signaling maturing cost discipline despite SMS-related margin drag.

Weaknesses

  • High Cost to Customers: Klaviyo's pricing model—especially at higher contact volumes—can be a deterrent to some brands.
  • Limited Expansion Beyond Ecommerce: Its utility for content-led or non-commerce brands is lower than that of more horizontally positioned competitors.
  • Customer Support Bottlenecks: Customer complaints about slow or limited support access persist, which may affect customer advocacy efforts.
  • Negative Profitability Trends: Klaviyo remains unprofitable, and internal scrutiny over spend may impact strategic functions like customer marketing.

Opportunities

  • Customer Advocacy Flywheel: With over 100,000 brands on the platform, the VP can design a multi-tiered customer reference engine mapped to use cases and lifecycle stages.
  • Global Expansion and Emerging Markets: Localization of customer stories will reinforce Klaviyo's global reach and adaptability.
  • Community-Led Growth and VIP Programs: The VP can leverage power users and build advocacy-based loyalty programs that support zero-party data acquisition and brand loyalty.
  • Live and Social Commerce Enablement: Gen Z’s demand for real-time engagement presents an opportunity for storytelling centered on TikTok, SMS, and social commerce integrations.
  • Enterprise Proof via Klaviyo One: Klaviyo One provides a wedge into enterprise markets. The VP can elevate the brand by showcasing complex, high-ROI deployments.

Threats

  • Macroeconomic and Tariff Sensitivity: Management acknowledged external uncertainties and customer exposure to global trade shifts, though client diversification is mitigating China-specific risks.
  • SMS Margin Pressure: Infrastructure and SMS growth are contributing to gross margin compression—down to 77% in Q1, with Q2 expected to remain below 2024 averages.
  • Platform Fatigue and Vendor Consolidation: Brands may consolidate tech stacks in favor of all-in-one CRMs, potentially impacting retention and references.
  • Regulatory Shifts in Data and Consent: Privacy regulations like GDPR and TCPA could constrain campaign flexibility and available proof points.
  • Customer Churn from Economic Downturns: Macroeconomic headwinds could limit the availability of viable customer marketing candidates.

Strategic Implications for the VP of Customer Marketing

The elevated financial guidance and expanding global footprint position the VP of Customer Marketing for significantly more leverage. Key updated strategic actions include:

  • Localizing International Wins: With France, Germany, and Spain seeing >100% YoY growth, the VP should build playbooks showcasing European brand success to accelerate market penetration.
  • Product Launch Amplification: Marketing Analytics and Customer Hub now contribute real value. Proof points around these innovations should be prioritized for storytelling to mid-market and enterprise audiences.
  • Operational Messaging Discipline: With Klaviyo demonstrating improving margins and ROI, customer marketing efforts should reinforce financial performance as part of the brand’s strategic narrative.
  • Building a Tiered Reference and Advocacy Program: Map customers to verticals, lifecycle stages, and account size for scalable matching with campaigns.
  • Operationalizing Customer Insights: Use feedback loops, tickets, and usage analytics to surface champions early and often.
  • Partnering Deeply with Sales, Product, and Comms: Align customer proof with strategic launches, vertical expansion, and PR cycles.
  • Championing Metrics-Driven ROI Storytelling: Make hard KPIs like LTV uplift and automation savings the centerpiece of customer success narratives.
  • Localizing and Humanizing the Brand: Emphasize global storytelling, diverse founder voices, and emotionally rich content that reflects Klaviyo’s creator-first ethos.

Conclusion

Klaviyo stands at an inflection point—a profitable, growing enterprise with category leadership in ecommerce marketing, yet facing intensifying competition, pricing pressures, and global expansion demands. The Vice President of Customer Marketing is uniquely positioned to address these challenges by transforming 100,000+ brand relationships into a scalable engine of growth, trust, and differentiation. With access to robust internal resources, a loyal user base, and strong product-market fit, the VP can create a flywheel of customer proof that extends across product, sales, and brand. If executed well, this function will not only elevate Klaviyo’s go-to-market effectiveness but also anchor its role as the indispensable operating system for ecommerce engagement.

CLICK HERE TO APPLY

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