Abida Hirji

About

Product Marketing Manager with 7+ years turning customer and market insights into compelling product positioning and go-to-market strategies across consumer and B2B, including 0-to-1 initiatives. Bridges technical capabilities and customer-first storytelling. Track record includes +20pp NPS, +18pp sales readiness, and $120M market opportunity identified.

Experience

• Product Marketing Manager · Dell Technologies2022 – 2026

  Customer Insights & Roadmap Influence - Translated insights into actionable approach: sized 4 commercial personas by revenue across 6 product lines to prioritize pain points; influenced product planning team to shift from technology-first to customer-led development - Partnered with PMs during early-stage feature development: validated concepts with Customer Insights (70%+ resonance) and successfully negotiated feature constraints to prioritize usability and user adoption Positioning & Messaging - Diagnosed market resistance to portfolio rebranding via pre-survey and Sales Advisory Board insights; shaped flagship keynote for 1500+ global reps at Tech Summit, ranked #1 NPS session - Defined value propositions for new commercial lines, translating technical specs into benefit-led messaging; reduced Sales time-to-insight and drove confidence gains for 60%+ of sellers - Surfaced overlooked segment through attach rate analysis; repositioned platform’s peripheral recommendations to capture higher-AOV opportunity

• Strategy Manager (0-to-1 PMM) · Old Navy (Gap Inc.)2018 – 2022

  Innovation & Launch - Led 0-to-1 innovation initiative ‘Store of the Future’ to redefine the role of physical retail, from strategic vision and insight synthesis to iteration and a funded prototype; drove NPS +20pp for the test experience - Led cross-functional prototype launch, partnering with UX & PM on app experience, Marketing on signage, Store Ops on associate training; program greenlit for 2nd prototype and further investment Product Strategy & Roadmap Influence - Sized $120M opportunity in ‘Fit Experience’ by assessing retention and returns data, key drivers of customer LTV; built executive business case and secured buy-in for a dedicated cross-functional workstream - Led 'Fit Experience' discovery: competitive analysis and feature definition for fitting room digital screens, UX design sprint for virtual try-on avatar; findings shaped product direction and informed iteration

• Sr. Consultant, Business Performance Improvement · Protiviti2016 – 2018

  Generalized professional role (exact resume bullet details not provided beyond title and dates).

• Financial Analyst, Supply Chain Forecasting · General Mills2014 – 2016

  Generalized professional role (exact resume bullet details not provided beyond title and dates).

Education

• University of Texas Austin, McCombs School of BusinessBachelor of Business Administration, Finance, minor in MIS (Management Information Systems)

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