Product Marketing Management

Matt Abedi

Product Manager Brooklyn, NY 281-***-**** ad5tbv@r.postjobfree.com https://www.linkedin.com/in/matt-abedi-pm/

PROFESSIONAL SUMMARY

A dynamic Product Manager and national champion debater with an extensive background in politics, writing, theater, client-facing roles and marketing. Eager to contribute data-driven analytical skills and driven, creative mindset to drive impactful strategies within product-focused marketing teams. Passionate about crafting compelling narratives and strategic campaigns to enhance product positioning, drive user engagement, and maximize ROI.

PROFESSIONAL ACCOMPLISHMENTS

●Successfully Pivoted Brand Messaging and Positioning; Drove the Launch of New Product Lines. As a co-founder pivoted a startup from a B2C business to a B2B business by conducting in-depth market research—including competitor analysis and customer segmentation—to identify key market opportunities and drive product development decisions. Successfully drove the launch of new product lines, propelling the business from zero revenue or funding to a half-million-dollar enterprise.

●Innovative Customer Engagement and Partnership Initiatives. Spearheaded transformative customer engagement campaigns and strategic partnerships at Stensul, resulting in a notable 16% increase in user acquisition and a 7% decrease in churn. Led a product-led growth initiative targeting new user markets, forecasted to yield an 11% revenue boost.

●Strengthened Sales Enablement. Strengthened sales enablement strategies at leading companies like Omnicom, Mondelez, and Procter & Gamble, alongside freelance clients. Crafted comprehensive sales collateral, including white papers, case studies, and presentations, resulting in a remarkable average increase of 34% in deal size and a 23% boost in close rates.

●Leadership & Mentorship. Provided consulting and mentoring services for over 40+ Product leaders and founders scaling Product and Product Marketing functions resulting in mentees, on average, meeting 123% of target key performance indicators.

PROFESSIONAL SKILLS

●Content Marketing: Sales enablement, UX writing, white papers, case studies, customer testimonials, Sales and Customer Success presentations, demo videos, webinars, product tours, FAQ, Sales scripts, comparison guides, industry best practices content, pricing sheets, blogs, presentations,

●Market Research: competitor analysis, product messaging, market analysis, industry trends,

●Product Positioning & Messaging: brand voice, brand management, campaign management, public speaking, conference panels, writing, editing

●Digital Marketing: Marketing strategy, SEO, SEM, email marketing email automation, lead nurturing, drip campaigns, triggered emails, conversion rate optimization, landing pages, call-to-action writing, usability testing, UX optimization, buyer personas,

●Data Analysis: data analysis, KPI tracking, A/B testing, metrics-drive decision-making, cohort analysis, customer lifetime value (CLTV), customer segmentation, ROI analysis, performance metrics, funnel analysis,

●Strategy: roadmap building, release planning, go-to-market strategy

●Cross-Functional Collaboration: stakeholder management, team leadership, project management,

●Customer Empathy: user research, prototyping, persona development, UX design, usability testing, customer interviews, empathy mapping, affinity mapping, user-centered design, customer journey mapping

●Project Management: task prioritization, resource allocation, risk management, execution-oriented

●Product Management:, Product development, product lifecycle management, agile/scrum methodologies, kanban, pricing strategy, technology, software

●Tools: Figma, Pendo, Google Analytics, Jira, Monday.com, sketch, Adobe suite, Intercom, Hubspot, Miro, Asana, Slack, Trello, Canva, Mailchimp, hotjar, Optimizely, Intercom

●Frameworks: segmentation, targeting, positioning (STP), value proposition canvas, lean product, lean startup, jobs to be done, user personas, Kano model, MoSCoW method, user story mapping, design thinking, NorthStar metric, pirate metrics (AARRR), SWOT analysis, OODALoop, value/complexity matrix,

Education & Training

GEORGETOWN UNIVERSITY Bachelor of Arts: Philosophy (2010)

MAGNET THEATER - Performer, writer, & director 2015-present

TEXAS STATE - Lyndon B. Johnson Debate Scholarship recipient 2006-2008

NATIONALS ETHICS BOWL - 8th place 2007

NATIONAL FORENSICS LEAGUE - 14th in the nation 2006

PROFESSIONAL Expérience

FREELANCE

Product Consultant - New York, NY (February 2018-present)

Other notable client call-outs included below

Client: Mondelez

Product Management Consultant - New York, NY (March 2023 - October 2023)

●Worked with 16+ product leaders in the Mondelez MarTech function to follow Product Management best practices including roadmap building, persona writing, product marketing, and stakeholder management

●Established clear goals, metrics, and timelines for product marketing initiatives, ensuring alignment with overall company strategy.

●Built and maintained relationships with internal stakeholders, including product management, sales, marketing, and executive leadership, to drive alignment and support for product & product marketing initiatives.

●Developed sales enablement materials such as product guides, presentations, and FAQs, resulting in increased sales effectiveness and revenue growth.

Various

Product / Startup Consultant - New York, NY (February 2018 - present)

●Achieved an average revenue increase of +12% through data-driven, customer-centric strategies, influencing stakeholders to drive business growth.

●Implemented customer feedback loops. Increased Net Promoter Score (NPS) by 9%; conducted surveys to measure customer satisfaction and loyalty, driving product improvements and customer retention

●Developed and implemented comprehensive marketing plans that contributed to—on average—a 31% increase in product revenue year-over-year.

●Successfully repositioned several client products in the market, resulting in increased brand perception and market share gains against competitors.

●Supported teams optimizing digital marketing channels (e.g., PPC, SEO, social media) to improve campaign ROI, resulting in a projected 7% increase in conversion rates and a 9% decrease in cost-per-acquisition (CPA).

●Collaborated with leadership in aligning metric and key performance indicators (KPIs) communicating them to key stakeholders across multiple industries including event planning, on-demand marketplaces, health and wellness, etc.

●Delivered Sales enablement materials including white papers, case studies, videos, blogs, and presentations

FOHLIO

Director, Product Marketing & Product - New York, NY (April 2022-April 2023)

●Decreased churn by 14% by developing strategic partnerships with industry leadership, conducting user research—including Moët Hennessy Louis Vuitton (LVMH), LDS Church, Accor, and Stanford University

●Increased customer lifetime value by 13% by utilizing data driven decision-making, user empathy, customer-focus and influencing leadership stakeholders in sales and marketing strategy.

●Raised revenue by 7%, studying B2B Saas market trends, aligning pricing with business impact.

●Increased customer satisfaction by 11% and decreased customer churn by 9%: defining and leading partnership development—and stakeholder management.

●Utilized data-driven insights (e.g. return on investment analysis) to optimize product pricing, packaging, and feature sets, driving revenue growth and profitability with projected revenue increases up to 2x

●Analyzed product performance metrics and key performance indicators (KPIs) to evaluate product success, identify areas for improvement, and inform marketing strategies.

●Owned in strategic planning for multiple product portfolios, creating agile product roadmaps.

●Developed engaging content for digital marketing channels, such as website, blog, social media, and email, to drive awareness, engagement, and conversion.

STENSUL

Product Manager, Collaboration - New York, NY (March 2021-May 2022)

●Increased user acquisition by 16%: led a team through a growth-focused roadmap delivering key business impact by focusing on ideal customer needs and engaging in iterative development that captured new user markets.

●Delivered from ideation to execution product-led growth features with an average +23% feature engagement rate. Set KPIs and worked cross-functionally to executive go-to-market strategy and gain customer insight for future developments.

●Analyzed market trends, executing on product strategy that maintained Stensul’s first-in-class market positioning, outlining milestones & objectives and key results (OKRs) for an agile team.

FREELANCE

Product Consultant - New York, NY (January 2020-January 2021)

Client: Procter & Gamble,

Product Management Consultant - New York, NY (January 2020 - January 2021)

●Scaled new products, offerings, and businesses to +36% of target through training in Product Management leadership: problem discovery, vision setting, entrepreneurial mindset, executional excellence, agile methodology, business impact assessment, and more.

●Created high-impact collateral, including presentations, product guides, datasheets, case studies, and whitepapers

●Defined over 20 product roadmaps focused on product innovation by incorporating market research, data analysis, design thinking, business impact, and a results-driven approach.

●Mentored engineering and non-technical stakeholders in communication methods to promote problem solving, support effective team management practices, upskill analytical abilities, and more.

OMNICOM

Product Manager - New York, NY (2019)

●Launched AI-driven social listening platform as the sole Product Manager, acquiring over 10,000 users within the first year and acquiring customers including McDonald’s, Ford, and Electronic Arts.

●Omnicom was named Holding Company of the Year for an unprecedented second year with Q’s success being recognized as a contributing factor in that honor.

●Set milestones and OKRs for product roadmap via market segmentation that unearthed highest value/lowest effort first customers and maintained active stakeholder engagement for launch.

●Conducted thorough market analysis, including competitor research, SWOT analysis, and market segmentation, to identify opportunities and threats.

●Provided sales teams with product training, collateral, and support, equipping them with the knowledge and tools needed to effectively sell and promote products.

FOHLIO

Product Manager - New York, NY (January 2018 – March 2019)

●Achieved a 14% month-over-month revenue increase: owned product strategy using a customer-centric approach that prioritized improvements that supported a “divided” B2C/B2B strategy; Conceptualized and executed account-based marketing campaign

●Set key benchmarks; performed product performance analysis with metrics and KPIs—namely NPS, raising customer satisfaction by 31%

●Conducted market trend analysis and competitive analysis to influence stakeholders to pivot from saturated B2C market (2bn) to a B2B market (5bn) using data-driven decision-making.

●Pursued in-depth market research and customer interviews to identify market needs, preferences, and pain points, informing product development and marketing strategies.

●Engaged in partnership development with early ideal customers to engage in problem discovery, and support innovation strategy; developed roadmaps aligned with customer segment and industry trend (e.g. more prominent design-build construction models)

FREELANCE

Product Consultant - New York, NY (February 2018-May 2018)

Client: Google (consulting while at Fohlio)

Consultant, UX Writing - New York, NY (February 2018 - May 2018)

●Crafted compelling messaging frameworks, value propositions, and positioning statements that resonate with target audiences and differentiate products in the market.

●Developed strategies tailored to different customer segments, and use cases, effectively communicating product benefits and features.

●Supported the Google Assistant team in writing alternate Assistant personalities for A/B testing

●Measured success along multiple parameters including engagement, time-to-resolution, and more.

FOHLIO

Co-Founder - Sales, Marketing, and Partnerships - New York, NY (February 2016- December 2018)

●Scaled annual recurring revenue from 12k/year to 570k/year, using business metrics and competitive intelligence to focus on value-driving features, articulating a vision for product growth.

●Achieved a 21% conversion rate for 3,500 new customers monthly: demonstrated leadership by working cross-functionally to train a team of 5 salespeople, 3 customer success representatives.

●Expanded market share by 57% through targeted marketing campaigns and strategic partnerships with adjacent companies.

●Created high-impact marketing collateral, including sales presentations, product guides, datasheets, case studies, and whitepapers, to support sales and marketing efforts.

●Communicated with partner organizations and early users to support innovation, create user empathy and improve go-to-market strategies

●Developed a strong entrepreneurial mindset and demonstrated learning agility as the 3rd employee—working cross-functionally and being cross-functional.

NATIONAL ASSOCIATION OF CORPORATE DIRECTORS

Analyst - New York, NY (February 2013- April 2015)

●Spearheaded the development of content for marketing, education, and customer retention resulting in a 38% boost in website traffic within six months.

●Produced and curated engaging content across various channels, leading to a 53% rise in social media engagement and a 17% increase in email click-through rates.

●Utilized data-driven insights to optimize content performance, resulting in a 21% improvement in organic search traffic and a 15% growth in lead generation.

●Directed a cross-functional team to successfully launch and manage content campaigns, achieving a 33% increase in content production efficiency and a 11% reduction in time-to-market for new initiatives.

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