Product & Growth Leader, 10+ Years Experience

Matt Abedi

Product & Marketing Leader Brooklyn, NY 281-***-**** ***********@*****.*** https://www.linkedin.com/in/matt-abedi-pm/

SUMMARY

Strategic Product & Marketing Leader with 10+ years of experience driving revenue growth, scaling product and marketing functions, and leading high-performing teams in fast-paced startup and enterprise environments. Proven track record advising founders and executives on growth strategy, positioning, and product-market fit. Experienced in managing both direct reports and cross-functional teams across Product, Marketing, Sales, and Executive Leadership. Known for bridging strategy and execution to build scalable systems and deliver measurable, high-impact business outcomes.

LEADERSHIP & MENTORSHIP

●Built and led teams of up to 8 across Product Marketing, Sales Enablement, and Product at Altrata and Fohlio, fostering collaboration, accountability, and rapid execution

●Built a mentorship culture across global product and marketing teams—advised 40+ professionals on GTM strategy and Product Marketing best practices; mentees exceeded 123% of KPI targets (Mondelez & Procter & Gamble)

●Trusted advisor to startup founders and growth-stage teams on GTM, scaling, and product-market fit—helped guide key decisions on roadmap prioritization, positioning, and team building

●Unified go-to-market execution across 5 acquired brands at Altrata by directing alignment across Sales, Marketing, and Product; standardized sales enablement and competitive intelligence, accelerating GTM execution by 50%

●Drove org-wide shift toward structured GTM at Altrata, institutionalizing playbooks, persona frameworks, and enablement assets that improved speed-to-market and cross-functional clarity

ACCOMPLISHMENTS

●Directed competitive repositioning & market expansion at Altrata, leading win/loss analysis and GTM strategy that increased pipeline by +20% and boosted retention by +7% in Hedge & Quant Funds ($21K ACV)

●Scaled a startup from zero to $500K revenue, pivoting from B2C to B2B through customer segmentation and competitive analysis to launch successful new product lines

●Expanded global market footprint & strategic partnerships (Altrata & Fohlio), uncovering growth opportunities in Australia and securing key accounts with LVMH, LDS Church, Accor, and Stanford University—resulting in a 14% churn reduction and 13% increase in LTV

●Executed product-led growth (PLG) strategy at Stensul, increasing user acquisition by +16% and reducing churn by -7%, contributing to an 11% projected revenue boost

●Boosted sales enablement & close rates across Altrata, Omnicom, Mondelez, and P&G by developing sales playbooks, battlecards, and whitepapers that drove a +34% increase in deal size and 23% improvement in close rate

EDUCATION & TRAINING

GEORGETOWN UNIVERSITY Bachelor of Arts: Philosophy (2010)

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

LYNDON B. JOHNSON DEBATE SCHOLARSHIP - Recipient (2006-2008)

NATIONALS ETHICS BOWL - 8th place (2007)

NATIONAL FORENSICS LEAGUE - 14th in the nation Policy Debate (2006)

EXPERIENCE

Freelance

Fractional Director of Product & Product Marketing- New York, NY (February 2018-present)

Other notable client call-outs included below

Client: Altrata

Interim Director of Product Marketing - New York, NY (July 2024 - February 2025)

●Directed GTM Strategy & Competitive Repositioning: Led win/loss analysis and GTM execution to counter niche competitors and expand market share, increasing pipeline by +20% and retention by +7% in Hedge & Quant Funds ($21K ACV).

●Scaled Product Marketing Across 5 Acquired Brands: Unified Sales, Marketing, and Product under a shared GTM strategy, standardizing playbooks and enablement; reduced time-to-execution by 50%.

●Accelerated Product Launch: Spearheaded GTM for Altrata API & Platform, moving launch 6+ months ahead of schedule and opening new market segments totaling $500M AUM.

●Drove Targeted Demand Generation: Partnered with Demand Gen to launch vertical-specific campaigns; increased inbound leads by 15% and engagement by 10%.

●Repositioned Sales Messaging for Value: Refocused sales collateral on business outcomes (vs. features), creating new entry points in supply chain & operations teams.

●Informed Roadmap & Retention Strategy: Identified onboarding gaps and market misalignments, reducing churn by 3–5% and improving MQL-to-SQL conversion by 8%.

●Expanded Global Market Footprint: Conducted market research across 10+ regions; prioritized Australia and cut 7+ low-ROI markets to boost focus and conversion.

●Implemented Customer Insights Infrastructure: Transitioned from reactive feedback to NPS + Customer Interviews + CRM insights; improved product adoption and roadmap prioritization.

Client: Mondelez

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

●Drove GTM & Product Adoption Strategy: Advised 16+ Product Leaders on roadmap execution, persona development, and strategic GTM planning across Mondelez brands.

●Enabled Stakeholder Buy-In & Alignment: Worked with Product, Sales, Marketing, and Executive Leadership to create persuasive positioning & adoption strategies

●Standardized Product Marketing Practices: Built frameworks for persona development, messaging strategy, and stakeholder playbooks to streamline internal Product Marketing and Product efforts.

●Optimized Internal Enablement Materials: Created guides, FAQs, and presentations to increase tech platform adoption and internal revenue impact.

●Coached Cross-Functional Product Teams: Provided strategic coaching on product management execution, roadmap prioritization, and stakeholder engagement.

Enterprise, Startup & Growth-Stage Consulting (Google, P&G, etc.)

Fractional Product & Marketing Leader - New York, NY (February 2018 - present)

●Led GTM, Growth & Positioning for Startups: Developed and executed GTM strategies for B2B SaaS, marketplaces, and wellness tech startups, contributing to an average +12% revenue increase.

●Built Feedback & Retention Programs: Launched NPS, user research, and interview cycles, resulting in a +9% increase in satisfaction and improved retention.

●Scaled Multi-Channel Marketing Campaigns: Executed SEO, email, and paid campaigns; improved conversion by 7% and lowered CPA by 9%.

●Developed MVPs & Advised on Product Strategy: Guided early-stage companies on product-market fit, competitor analysis, and roadmap development for stronger data-driven launch outcomes.

●Executed Cross-Channel Content & Sales Enablement Strategy: Produced sales collateral, white papers, case studies, video scripts, and UX writing, enhancing customer engagement and sales performance.

●Partnered Closely with Founders & Leadership Teams: Drove alignment across GTM, product development, and revenue goals with startup leadership.

●Supported Conversational UX Design for Google Assistant: Designed and tested personality-driven AI responses

Fohlio

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

●Drove Strategic Partnerships & Retention: Led engagements with LVMH, Harrod’s LDS Church, Accor, and Stanford University to improve customer experience—reduced churn by 14% and increased LTV by 13%.

●Led Pricing & Revenue Optimization: Rebuilt pricing and packaging strategy based on market and user data, increasing revenue by 7% and doubling projected profitability.

●Strengthened Customer Satisfaction: Directed stakeholder engagement programs that boosted customer satisfaction by 11% and contributed to a further 9% churn reduction.

●Unified GTM Across Product Portfolios: Aligned Product, Sales, and Demand Gen on roadmap priorities, positioning, and launches—accelerated adoption and deepened market penetration.

●Drove Demand Generation & Thought Leadership: Developed content & digital marketing campaigns (blog, website, email, social media), enhancing brand awareness and lead generation. Wrote competitive positioning, and roadmap planning across multiple product portfolios, improving product-market fit.

Stensul

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

●Drove Product-Led Growth (PLG) & Market Expansion: Led growth-focused roadmap execution & user acquisition strategy, increasing new user acquisition by +16%.

●Designed & Launched High-Impact PLG Features: Led end-to-end development & execution of PLG-driven features, achieving an average +23% feature engagement rate.

●Bridged Product & Marketing for GTM Success: Set KPIs, executed go-to-market strategy, and leveraged customer insights to optimize positioning & adoption.

●Maintained Market Leadership Through Data-Driven Product Strategy: Conducted market trend analysis & competitor benchmarking, ensuring Stensul’s first-in-class positioning.

Procter & Gamble (Freelance Client)

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

●Drove Product Adoption & Scaled GTM Strategy: Advised leaders on roadmap execution, vision setting, and go-to-market strategy, leading to +36% achievement of product growth targets.

●Developed Sales Enablement & Product Marketing Assets: Created high-impact collateral including product guides, presentations, datasheets, case studies, and whitepapers to support internal product adoption.

●Led Product Innovation & Market Expansion: Defined 20+ product roadmaps, integrating market research, data analysis, and customer insights to optimize product-market fit & business impact.

●Upskilled Engineering & Cross-Functional Teams: Provided mentorship & coaching to engineering & non-technical stakeholders, improving team management, problem-solving, and executional excellence.

Omnicom

Product Manager - New York, NY (2019)

●Launched AI-Driven Social Listening Platform(Q): Led end-to-end product strategy & execution, acquiring 10,000+ users in the first year and securing McDonald’s, Ford, and Electronic Arts as key customers.

●Contributed to Omnicom’s Industry Recognition: Q’s success played a key role in Omnicom being named Holding Company of the Year for the second consecutive year.

●Executed Data-Driven Market Strategy: Developed product roadmap & OKRs using market segmentation insights, prioritizing high-value, low-effort customer acquisition strategies.

●Conducted Competitive Market Research: Led SWOT analysis, market segmentation, and competitive research to identify market gaps & drive positioning strategy.

●Led Cross-Functional Collaboration: between Product, Sales, and Customer Success, creating training materials and GTM assets that drove adoption for 10,000+ users and secured enterprise clients (McDonald’s, Ford, EA).

Fohlio

Product Manager (promoted from Co-Founder) - New York, NY (February 2016 – March 2019)

●Drove Product & Product Marketing Strategy to Scale Revenue Growth: Transitioned from Business Development to Product Management to accelerate product-market fit, scale commercial teams, and optimize go-to-market (GTM) execution.

●Increased Revenue by 14% Month-over-Month: Led data-driven product strategy & commercial execution, balancing B2C & B2B market positioning and driving demand through account-based marketing (ABM).

●Enhanced Customer Experience & Retention: Established key benchmarks & product KPIs, including NPS tracking, raising customer satisfaction by +31%.

●Pivoted Market Strategy to Capture a $5B B2B Opportunity: Conducted competitive & market trend analysis, driving a strategic shift from a $2B B2C market to a $5B B2B opportunity.

●Developed Product Roadmaps & Customer-Driven Innovation: Led user research & partnership development, identifying customer pain points & market gaps to inform product innovation.

●Scaled ARR from $12K to $570K: Built product positioning & demand generation strategies, leveraging competitive intelligence & data-driven feature development to drive revenue growth.

●Achieved a 21% Conversion Rate for 3,500+ Monthly New Users: Trained & scaled 5-person sales team & 3-person customer success team, optimizing sales & onboarding processes.

●Expanded Market Share by +57%: Launched targeted marketing campaigns & strategic partnerships, strengthening brand presence and inbound lead generation.

●Led GTM & Sales Enablement Strategy: Created sales playbooks, product guides, pitch decks, and case studies, ensuring sales & commercial teams were equipped for success.

●Developed Strong Entrepreneurial & Cross-Functional Leadership: As the 3rd employee, worked across Product, Marketing, Sales, and Customer Success to scale operations & execute strategic growth initiatives.

National Association of Corporate Directors (NACD)

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

●Developed Thought Leadership & Content Marketing Strategy: Created white papers, policy reports, and executive presentations to position NACD’s corporate governance stance, driving a +38% increase in website traffic within six months.

●Strengthened Market Positioning & Policy Messaging: Crafted content & talking points for executives and sales teams, ensuring alignment with key policy positions despite industry challenges.

●Increased Engagement & Lead Generation: Led multi-channel content campaigns that drove a +53% rise in social media engagement, a +17% boost in email click-through rates, and +21% growth in organic search traffic.

●Optimized Sales & Retention Efforts: Supported sales & retention teams by creating membership value positioning & educational content, improving event attendance and customer engagement.

●Enhanced Operational Efficiency: Built a streamlined IT request process for the Research team, improving member request handling and internal content workflow efficiency.

SKILLS

●Product Marketing & GTM Strategy: Positioning & messaging, competitive analysis, persona development, go-to-market planning, product-market fit, PLG, roadmap influence

●Sales Enablement & Revenue Growth: Sales collateral, playbooks, battlecards, pricing strategy, cross-functional enablement, objection handling, product training

●Customer Insights & Research: User interviews, customer journey mapping, win/loss analysis, usability testing, persona validation, segmentation, NPS analysis

●Digital Marketing: SEO/SEM, email marketing, CRO, A/B testing, content strategy, paid social, lifecycle marketing

●Analytics & Business Strategy: KPI tracking, cohort analysis, LTV modeling, funnel optimization, strategic planning

●Tools & Platforms: HubSpot, Google Analytics, Pendo, Figma, Hotjar, Intercom, Jira, Asana, Slack, Miro

●Frameworks & Methodologies: JTBD, AARRR, Lean Product, Agile/Scrum, design thinking, Kano model, SWOT

KEYWORDS (ATS INDEX)

Product Marketing & Go-to-Market (GTM) Strategy; Positioning & Messaging: Competitive differentiation, brand voice, product messaging, market segmentation, buyer personas, customer journey mapping, writing, editing, public speaking; Market Research & Intelligence: Competitive analysis, win/loss analysis, market trends, industry benchmarking, pricing strategy, market sizing, competitor analysis, market analysis; Sales Enablement & Revenue Growth: Sales collateral, playbooks, sales scripts, objection handling, pricing sheets, product training, sales presentations, sales decks, comparison guides, case studies, customer testimonials; Product Launch & Demand Generation: GTM planning, campaign strategy, product-led growth (PLG), thought leadership, UX writing; Customer Empathy & Research: User research, customer interviews, persona development, affinity mapping, UX design, user-centered design; Digital Marketing & Growth Strategy; Acquisition & Retention: Lead nurturing, customer lifecycle marketing, market strategy, A/B testing, conversion rate optimization (CRO); Performance Marketing: SEO, SEM, paid social, email marketing automation, drip campaigns, multi-channel campaign execution, landing pages; Content Strategy & Thought Leadership: Blog strategy, white papers, webinars, video content, industry best practices & trends; Data Analysis & Business Strategy; KPI Tracking & Analytics: Cohort analysis, customer lifetime value (CLTV), ROI analysis, funnel optimization, data-driven decision-making, performance metrics, customer segmentation; Strategic Planning: Roadmap building, release planning, stakeholder management, executive reporting; Tools & Platforms; Marketing & Analytics: HubSpot, Google Analytics, Pendo, Optimizely, Hotjar, Mailchimp, Intercom; Project Management & Collaboration: Jira, Asana, Trello, Monday.com, Slack, Miro, team leadership, task prioritization, resource allocation, risk management; Design & UX: Figma, Sketch, Adobe Suite, UX testing, usability research, user acceptance testing, Canva; Frameworks & Methodologies; Growth & Product Strategy: Jobs to Be Done (JTBD), AARRR (Pirate Metrics), Lean Product, NorthStar Metrics, segmentation-targeting-positioning (STP), value proposition canvas, lean startup, user personas, Kano model, user story mapping, SWOT analysis, OODALoop, value/complexity matrix; Agile & Process Optimization: Agile/Scrum methodologies, Kanban, MoSCoW method, design thinking, Product development, product lifecycle management

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