When Voxie’s Director of Product Management, Seba Putrino, talks about building great products, he rarely starts with code. Instead, he begins with clarity—the kind that only comes from years of navigating chaos and learning how to lead through it.
“I’ve learned not to die on a hill,” Putrino says. “You can’t have all the answers in product. You have to be open — the best ideas come from listening.”
That mindset has helped shape Voxie’s product team into a high-functioning, strategy-first engine. But Putrino’s journey to get here didn’t follow the typical Silicon Valley script. And that’s exactly what makes his perspective so valuable.
A Career in Product, Born from Telecommunications
Putrino, who was born and raised in Argentina, started his career in telecommunications. He helped launch the first public cloud in South America with telecom giant Claro, and fell in love with product work in the process.
“I didn’t care what the product was,” he says. “I just wanted to build it—shape it, price it, launch it. I was hooked.”
From there, he moved to EY, one of the world’s largest professional services firms, where he helped architect a global internal development platform. What started as a two-person initiative grew into a 450-person engineering and product organization. Putrino led product, deploying tools across continents, coordinating with compliance teams, and establishing best practices in modern development environments.
Later, at customer experience company Medallia, he made what he calls a “strategic downgrade” — stepping into a senior product manager role to get closer to the end user. “I’d spent years building platforms that were powerful but buried behind layers of enterprise process,” he says. “I wanted to create something people could see, feel, and actually use.”
That decision eventually led him to Voxie.
Building from the Ground Up at Voxie
Putrino joined Voxie as a senior product manager four years ago. At the time, the company was still defining what its product process should look like.
“There was a lot of jumping between priorities, chasing new ideas,” he recalls. “But over time, we built trust. We developed a rhythm.”
Today, Voxie’s product development engine runs with the kind of clarity and consistency most startups only dream of. That shift, according to Putrino, came from two things: steady leadership and a clear goal.
“When leadership commits to a strategy and doesn’t pivot at every turn, teams can actually build,” he says. “That consistency allowed us to create something real.”
Now, as Director of Product Management, he leads cross-functional teams that span UX, engineering, and strategic planning. His fingerprints are on everything from Voxie’s Franchise Hub to the company’s evolving integration roadmap.
Designing for Evolution; Not Just Execution
What sets Putrino apart isn’t just his experience; it’s how he thinks.
He lights up when talking about the earliest stages of product ideation. “I love figuring out the core need,” he says. “What’s at the center of the onion? What are we really solving for?”
But he’s equally energized by what happens when an idea leaves the whiteboard. “The engineering handoff is one of the richest parts of the process,” he explains. “You see your concept evolve, sometimes radically, into something better than what you imagined. That’s when it gets exciting.”
That flexibility is central to his leadership style. “I focus on building. If an idea is good, it should stand on its own.”
Eyes on What’s Next
Putrino is already thinking about the future. One trend he’s watching closely is the evolution of messaging, particularly as it expands beyond SMS.
“In the U.S., SMS still dominates. But if Voxie grows internationally, we’ll need to support platforms like WhatsApp and other messaging tools,” he says. “We’re actively researching that.”
He’s also focused on functionality that reflects the realities of the franchise world — like support for multi-location owners. “A single franchisee can run ten stores. Our product has to reflect that complexity,” he notes.
And as always, he’s keeping tabs on integrations. “It’s not just about features. It’s about how systems talk to each other and how easily brands can act on their data.”
A Central Role for SMS
While other channels may grow, Putrino sees SMS continuing to play a critical role in franchise communication.
“Franchises can—and will—consolidate all customer communication through SMS,” he says. “Marketing, customer service, order updates, even support tickets. It’s fast, it’s personal, and it works.”
That belief drives his product philosophy. Make it simple. Make it scalable. Make it real.
“At the end of the day,” Putrino says, “my job is to make sure we’re solving the right problem—for the right person — in the best way we can.”
And with Seba Putrino at the helm, Voxie’s product is doing just that.