Juan Vela
Product Marketing and GTM Strategy Exec | Positioning & Messaging | SaaS | Enterprise and Broadband Networking | Cloud | Growth Architect
Plume
ex-CiscoI'm a tech-savvy marketing leader with a 25+ year track record of launching and scaling SaaS, cloud, hardware, and software products for global IT and broadband markets.
More
I blend strategic clarity with a hands-on approach—rolling up my sleeves when needed, and always steering toward growth. At Cisco, I led product marketing and GTM strategy for a $30B+ networking portfolio, driving customer-first messaging and aligning across architectures and audiences—from Service Providers to AI-heavy data centers. Before that, I launched a new cloud platform and SaaS offering and developed market growth opportunities at Calix. I thrive in complexity, simplify the hard stuff, and build high-performing teams that turn big ideas into market impact.
GTM Index
- PLUMEJOB
- VP PMM10M
Vice President Product Marketing
Plume
Responsible for marketing the Plume platform and product portfolio.
- CISCOJOB
- GTM Consultant6M
GTM Consultant
Cisco
• Identified >$60B in addressable market across global enterprises, mid-markets, and SMBs targeting Campus / Branch, Data Center, Security, Observability buyers. • Collaborated with cross-functional teams in integrated marketing, GTM strategy, and data analytics to define marketing investment priorities. • Identified up-sell opportunities to drive firewall, wi-fi, switching, and observability growth within existing accounts.
- VP, PMM & Market Strategy1Y 5M
VP, Product Marketing & Market Strategy
Cisco
- Architected Cisco Networking Cloud cross-architecture / platform messaging for Cisco’s $30B+ Networking portfolio; GTM alignment across 8 different business units. - Transformed / mentored 100+ person team targeting Service Provider, Data Center, Networking, Security buyers and drove strategy leading to $1.3B marketing pipeline in 2H FY2024. - Led product marketing enablement strategy for 20K+ global sellers contributing to $487M in marketing contributed business in 2H FY2024, 42% account manager pipeline improvement. - Improved MQ position across SD-WAN, LAN, and wireless connectivity by synchronizing analyst strategy and internal teams focusing on Cisco Networking Cloud positioning. - O…
- CISCO MERAKIJOB
- Sr Dir, PMM & Market Strat…3Y 2M
Sr Director, Product Marketing & Market Strategy
Cisco Meraki
- Transformed, mentored, and grew team by 100% (16 to 32); created new Solutions and Audience marketing teams to center messaging on customers and their use cases / successes. - Developed performance metrics and grew marketing pipeline to $1.2B (FY23) by shifting to customer-first storytelling and platform-led positioning. - Launched strategic GTM campaigns focused on remote work, AI-enabled operations, and physical security featuring WiFi, IoT, SD-WAN, MDM, and security products. - Positioned Meraki’s platform as key differentiator as seen in meraki.com; guided the shift in messaging for global sales and partners.
- CALIXJOB
- Area VP, Field Mktg2Y 5M
Area Vice President, Field Marketing
Calix
- Designed and led Project Greenfield initiative targeting $300M+ in new market opportunity. - Directed regulatory and funding strategy, ABM execution, and GTM initiatives leading to $76M in pipeline created or assisted to progress. - Created Calix’s first ecosystem program featuring GTM, channel, and solutions partners. - Launched executive engagement programs (EBCs, advisory boards, signature events). - Developed KPIs, success metrics, monthly / quarterly dashboard operational reports aligning to board and investor readouts. - Managed and mentored team of 6 senior marketing leaders focused on market growth.
- Sr. Dir - PMM6Y 9M
Sr. Director - Product Marketing
Calix
- Led the market introduction strategy for Calix Cloud (company's first SaaS solution) including cross-functional teams tasked with accelerating the ramp of new customers onto the SaaS platform contributing to the rapid growth of new line of business (from 0 to 300+ customers in 2+ years) - Developed KPIs to manage the business strategy as customer deployments evolved from outdoor to indoor premises - Led the development of creative, digital, event strategy and content for regional customer summits - Created market messaging, evangelized solution and business positioning through events, speaking, strategic customer engagements and other field marketing tactics - Led the development and exec…
- OCCAM NETWORKSJOB
- PMM and Strategy Dir4Y 10M
Product Marketing and Strategy Director
Occam Networks
- Led corporate marketing and technical marketing teams responsible for product collateral, content development, PR, events, web, Go-to-Market campaigns, communications and analyst outreach - Developed market analytics methods to assess feasibility of entering new global markets - Led the creation of the industry’s first broadband stimulus outreach program targeting ARRA applicants - Developed metrics-based competitive analysis as a tool to aid corporate and product strategies - Nurtured new marketing methods including social media, multi-media content, micro-sites and more - Identified and analyzed potential M&A opportunities
- Sales Eng2Y 1M
Sales Engineer
Occam Networks
- ALLIED TELESISJOB
- Sr Dir PMM2Y 4M
Sr Director Product Marketing
Allied Telesis
- Led the Go-to-Market strategy for broadband access platform (iMAP) and (iMG) residential gateways - Identified market requirements and prioritized development resources to enter NA telecommunications market - Created and organized product and market requirements while developing use cases to penetrate target customers / markets
- RHYTHMS NETCONNECTIONSJOB
- Network Eng2Y 11M
Network Engineer
Rhythms Netconnections
- U S WESTJOB
- Member Technical Staff - L…3Y 11M
Member Technical Staff - Lab Engineer
U S WEST
- Job: Plume — Vice President Product Marketing · 2025-12 – present · 8 mo — Responsible for marketing the Plume platform and product portfolio.
- Job: Cisco — GTM Consultant · 2025-05 – 2025-11 · 6 mo — • Identified >$60B in addressable market across global enterprises, mid-markets, and SMBs targeting Campus / Branch, Data Center, Security, Observability buyers. • Collaborated with cross-functional teams in integrated marketing, GTM strategy, and data analytics to define marketing investment priorities. • Identified up-sell opportunities to drive firewall, wi-fi, switching, and observability growth within existing accounts.
- Job: Cisco — VP, Product Marketing & Market Strategy · 2023-06 – 2024-11 · 1y 5mo — - Architected Cisco Networking Cloud cross-architecture / platform messaging for Cisco’s $30B+ Networking portfolio; GTM alignment across 8 different business units. - Transformed / mentored 100+ person team targeting Service Provider, Data Center, Networking, Security buyers and drove strategy leading to $1.3B marketing pipeline in 2H FY2024. - Led product marketing enablement strategy for 20K+ global sellers contributing to $487M in marketing contributed business in 2H FY2024, 42% account manager pipeline improvement. - Improved MQ position across SD-WAN, LAN, and wireless connectivity by synchronizing analyst strategy and internal teams focusing on Cisco Networking Cloud positioning. - O…
- Job: Cisco Meraki — Sr Director, Product Marketing & Market Strategy · 2020-04 – 2023-06 · 3y 2mo — - Transformed, mentored, and grew team by 100% (16 to 32); created new Solutions and Audience marketing teams to center messaging on customers and their use cases / successes. - Developed performance metrics and grew marketing pipeline to $1.2B (FY23) by shifting to customer-first storytelling and platform-led positioning. - Launched strategic GTM campaigns focused on remote work, AI-enabled operations, and physical security featuring WiFi, IoT, SD-WAN, MDM, and security products. - Positioned Meraki’s platform as key differentiator as seen in meraki.com; guided the shift in messaging for global sales and partners.
- Job: Calix — Area Vice President, Field Marketing · 2017-11 – 2020-04 · 2y 5mo — - Designed and led Project Greenfield initiative targeting $300M+ in new market opportunity. - Directed regulatory and funding strategy, ABM execution, and GTM initiatives leading to $76M in pipeline created or assisted to progress. - Created Calix’s first ecosystem program featuring GTM, channel, and solutions partners. - Launched executive engagement programs (EBCs, advisory boards, signature events). - Developed KPIs, success metrics, monthly / quarterly dashboard operational reports aligning to board and investor readouts. - Managed and mentored team of 6 senior marketing leaders focused on market growth.
- Job: Calix — Sr. Director - Product Marketing · 2011-02 – 2017-11 · 6y 9mo — - Led the market introduction strategy for Calix Cloud (company's first SaaS solution) including cross-functional teams tasked with accelerating the ramp of new customers onto the SaaS platform contributing to the rapid growth of new line of business (from 0 to 300+ customers in 2+ years) - Developed KPIs to manage the business strategy as customer deployments evolved from outdoor to indoor premises - Led the development of creative, digital, event strategy and content for regional customer summits - Created market messaging, evangelized solution and business positioning through events, speaking, strategic customer engagements and other field marketing tactics - Led the development and exec…
- Job: Occam Networks — Product Marketing and Strategy Director · 2006-04 – 2011-02 · 4y 10mo — - Led corporate marketing and technical marketing teams responsible for product collateral, content development, PR, events, web, Go-to-Market campaigns, communications and analyst outreach - Developed market analytics methods to assess feasibility of entering new global markets - Led the creation of the industry’s first broadband stimulus outreach program targeting ARRA applicants - Developed metrics-based competitive analysis as a tool to aid corporate and product strategies - Nurtured new marketing methods including social media, multi-media content, micro-sites and more - Identified and analyzed potential M&A opportunities
- Job: Allied Telesis — Sr Director Product Marketing · 2003-12 – 2006-04 · 2y 4mo — - Led the Go-to-Market strategy for broadband access platform (iMAP) and (iMG) residential gateways - Identified market requirements and prioritized development resources to enter NA telecommunications market - Created and organized product and market requirements while developing use cases to penetrate target customers / markets
- Job: Occam Networks — Sales Engineer · 2001-10 – 2003-11 · 2y 1mo
- Job: Rhythms Netconnections — Network Engineer · 1999 – 2001 · 2y
- Job: U S WEST — Member Technical Staff - Lab Engineer · 1996 – 1999 · 3y
- School: Florida Agricultural and Mechanical University — BS, Electrical Engineering
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