PRODUCT
Principal Product Marketing Manager

ADITYA
PABBA

Building digital health products that actually matter.

Results-driven PMM with 10+ years bridging product and market — translating complex digital health solutions into compelling stories that drive adoption, revenue, and growth. Master's in Public Health. Expert at go-to-market strategy, positioning, customer insights, and collaborating across product, sales, and clinical teams to launch products that land.

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10+
Years Experience
$5M+
Revenue Driven
6
Companies
30%
Revenue Increase in 8 months
50%
App Load Time Reduction
20%
Daily Active User Growth
40%
Reporting Time Reduced
Day in the Life — What did Aditya actually do each day?
01

Experience

Product Marketing Manager
OpenGov · Remote
Mar 2024 – Oct 2024
  • Drove GTM messaging and in-app engagement strategy for the Workflows app, contributing to a 20% increase in daily active users.
  • Led a nationwide product roadshow, gathering voice-of-customer insights from 20+ customers to sharpen positioning and refine the go-to-market roadmap.
  • Redesigned Pendo in-app messaging strategy, executing a 10% improvement in customer support through smarter contextual content.
  • Partnered with engineering and QA to triage and resolve 25 critical bugs, owning customer communication before escalation.
Pull the Thread
🔥 The Challenge
Stagnant Engagement
The Workflows app had plateaued — users were signing in but not completing key actions. The team lacked clarity on where drop-off was happening or why.
⚙️ The Approach
Data-Driven Iteration
Led a cross-functional squad combining UX, engineering, and data to instrument the funnel, identify friction points, and run rapid experiment cycles against the highest-impact drop-off moments.
✅ The Outcome
20% DAU Growth
Three sprints later, daily active users were up 20%. The improvements also reduced support tickets as users successfully completed the flows on their own.
Pull the Thread
🔥 The Challenge
Building in the Dark
The product roadmap was being shaped largely by internal assumptions with limited direct customer voice. The team needed real signal, not proxies.
⚙️ The Approach
Nationwide Roadshow
Spearheaded a cross-country customer engagement tour — structured interviews, demos, and working sessions with 20+ customers across segments to uncover unmet needs and validate priorities.
✅ The Outcome
Roadmap Realigned
Synthesized insights directly reshaped the next two quarters of the roadmap, killing two low-impact features and accelerating two high-demand ones that customers had explicitly asked for.
Pull the Thread
🔥 The Challenge
Too Many Tickets
Customer support volume was high and growing — users repeatedly hitting the same snags, flooding the support team with preventable tickets, and growing frustrated.
⚙️ The Approach
Smarter In-App Guidance
Redesigned the entire Pendo in-app messaging strategy — replacing generic tooltips with contextual, behavior-triggered nudges that appeared at the exact moment users were getting stuck.
✅ The Outcome
10% Support Improvement
Support tickets dropped measurably as users resolved issues themselves. The CS team gained bandwidth to focus on strategic accounts rather than reactive troubleshooting.
Pull the Thread
🔥 The Challenge
Faulty Release
A feature shipped with unexpected regressions — 25 critical bugs identified in production. Every hour without a fix was a potential customer escalation and trust erosion.
⚙️ The Approach
War Room Triage
Immediately convened engineering and QA in a focused triage session. Prioritized bugs by customer impact and severity, created a rapid patch schedule, and owned stakeholder communication throughout.
✅ The Outcome
Zero Escalations
All 25 bugs resolved before a single customer escalation. The incident also led to improved QA gates and a new pre-release checklist that prevented similar issues in future sprints.
Growth Product Marketing Manager
OneStudyTeam · Remote
Oct 2022 – Mar 2024
  • Owned growth marketing strategy for a digital health engagement platform, boosting DAUs by 15% YoY through persona-driven, personalized campaigns.
  • Architected cross-functional go-to-market launch for StudyTeam eSource, Financials, and Messaging — contributing to a 30% revenue increase in eight months.
  • Built customer-centric onboarding programs in partnership with Customer Success, increasing product adoption by 15% post-launch and measurably reducing early churn.
Pull the Thread
🔥 The Challenge
Flat User Growth
DAU growth had plateaued year-over-year. The platform had strong core functionality but lacked the personalization needed to bring users back daily with genuine intent.
⚙️ The Approach
Personalization Engine
Led the strategy for contextual, role-based feature surfaces — showing different workflows to coordinators vs. investigators vs. sponsors based on their actual usage patterns and study stage.
✅ The Outcome
15% YoY DAU Lift
The personalized experience drove a sustained 15% year-over-year increase in daily active users — not a spike, but a durable shift in how often people returned to the platform.
Pull the Thread
🔥 The Challenge
Three Products, One Launch
StudyTeam eSource, Financials, and Messaging each had distinct buyers, use cases, and value props. Launching them together without a clear GTM risked cannibalizing each other and confusing the market.
⚙️ The Approach
Coordinated GTM Playbook
Built a unified GTM playbook with sales, marketing, and CS — distinct messaging per persona, tiered rollout by segment, and tight feedback loops between field teams and the product roadmap.
✅ The Outcome
30% Revenue in 8 Months
The coordinated launch contributed to a 30% revenue increase in eight months — one of the fastest revenue ramps in the company's history across multiple product lines simultaneously.
Pull the Thread
🔥 The Challenge
Post-Launch Drop-Off
After launch, product adoption was lagging. Users signed up but weren't activating key features — the classic gap between acquisition and genuine usage.
⚙️ The Approach
Onboarding as a Product
Treated onboarding like a product in its own right — mapping the activation journey, identifying the "aha moment," and building milestone-based guidance in collaboration with the CS team.
✅ The Outcome
15% Adoption Increase
Product adoption jumped 15% post-launch. Churn in the first 60 days fell significantly as users who completed the new onboarding flow showed dramatically higher retention rates.
Product Marketing Manager
RTI International · Remote
Mar 2020 – Oct 2022
  • Led GTM strategy and market positioning for a clinical trials app and DOJ app, driving $5M+ in annual revenue.
  • Developed messaging and content strategy for behavioral change interventions, contributing to a 30% increase in medication adherence among trial participants.
  • Championed UX and mobile performance improvements — 50% reduction in load times, 20% higher satisfaction scores.
  • Managed fully remote, cross-functional marketing and product teams using Jira, Slack, and agile protocols.
Pull the Thread
🔥 The Challenge
Two High-Stakes Products
Simultaneously owning the product lifecycle for a clinical trials app and a federal DOJ application — completely different users, compliance requirements, and stakeholder dynamics. No margin for error.
⚙️ The Approach
Structured Autonomy
Built distinct operating rhythms for each product while maintaining a single integrated roadmap view. Clear OKRs per product, dedicated squad assignments, and weekly cross-team alignment sessions.
✅ The Outcome
$5M+ Annual Revenue
Both products shipped on time and on budget — collectively driving over $5M in annual revenue for RTI and forming the backbone of their digital health and public sector product portfolio.
Pull the Thread
🔥 The Challenge
Patients Skipping Doses
Non-adherence to trial medication protocols was undermining data quality and patient outcomes. The standard approach — paper reminders — wasn't working for the populations in the trials.
⚙️ The Approach
Behavioral Design Roadmap
Applied behavioral science principles — habit loops, commitment devices, and timely nudges — into the app's feature roadmap. Worked with clinical leads to design interventions grounded in the evidence base.
✅ The Outcome
30% Adherence Increase
Medication adherence among trial participants jumped 30% — improving data integrity, trial timelines, and ultimately the health outcomes of the people the research was designed to help.
Pull the Thread
🔥 The Challenge
Slow App, Frustrated Users
The mobile app was sluggish — slow load times were causing trial participants to abandon tasks mid-session. In a clinical context, incomplete data entry has real research consequences.
⚙️ The Approach
Performance as a Feature
Championed performance optimization as a first-class roadmap item. Worked with engineering to audit network calls, reduce payload sizes, and implement smarter local caching strategies.
✅ The Outcome
50% Faster, 20% Happier
Load times dropped by 50%. User satisfaction scores followed — up 20%. The improvement directly correlated with higher task completion rates and more complete clinical data.
Data & Insights Marketing Manager
Indeed · Austin, TX
Feb 2019 – Mar 2020
  • Developed Tableau dashboards tracking engagement and user behavior — 10% engagement improvement with the Evangelist network.
  • Led three design sprints, generating 10 high-impact solutions unlocking millions in potential revenue.
Pull the Thread
🔥 The Challenge
Invisible Evangelists
Indeed's Evangelist network — a key channel for organic growth — had poor visibility. No one could clearly see what content was working, who was engaging, or where the drop-offs were happening.
⚙️ The Approach
Tableau Dashboard Build
Built a comprehensive Tableau dashboard from scratch — pulling together event tracking, content metrics, and cohort behavior to give the team a real-time view of the Evangelist funnel end-to-end.
✅ The Outcome
10% Engagement Lift
With clear data, the team made smarter content and outreach decisions — driving a 10% improvement in engagement. The dashboard became the team's standard operating tool going forward.
Pull the Thread
🔥 The Challenge
Unlocking Latent Revenue
Large pockets of untapped revenue opportunity had been identified in the data but the team lacked a structured way to rapidly ideate, test, and align on solutions across functions.
⚙️ The Approach
Three Design Sprints
Facilitated three structured design sprints — bringing together product, marketing, engineering, and data — to prototype and pressure-test ideas against real user signals and business constraints.
✅ The Outcome
Millions in Pipeline
The sprints produced 10 high-impact solutions — several advanced to development, collectively unlocking a meaningful pipeline of potential revenue that had previously sat dormant.
Business Intelligence Analyst
Golden Frog · Austin, TX
Jan 2018 – Feb 2019
  • Collaborated with product and engineering teams to translate customer feedback into prioritized positioning improvements and release messaging.
  • Implemented A/B testing framework to optimize feature releases, reducing churn by 12%.
Pull the Thread
🔥 The Challenge
Guessing at Features
Feature releases were going out without a reliable way to measure their impact. The team was shipping on intuition and anecdote — with no systematic way to know what was helping or hurting retention.
⚙️ The Approach
A/B Testing Infrastructure
Built the company's first A/B testing framework in collaboration with engineering — defining the experimentation protocol, selecting measurement metrics, and establishing statistical significance thresholds before any test ran.
✅ The Outcome
12% Churn Reduction
Armed with real experiment data, the team killed underperforming features and doubled down on what worked — reducing churn by 12% and establishing a culture of evidence-based product decisions.
Senior Data & Policy Analyst
Texas HHSC · Austin, TX
Oct 2014 – Jan 2018
  • Developed a $6M dental quality initiative using large-scale data analysis to improve healthcare outcomes for underserved populations.
  • Automated manual reporting processes — 40% reduction in delivery time, improved data accuracy and transparency.
Pull the Thread
🔥 The Challenge
Inequitable Dental Care
Underserved Medicaid populations across Texas were receiving inconsistent dental care — but the state didn't have clear data on where the gaps were or how to allocate resources to close them.
⚙️ The Approach
Large-Scale Data Analysis
Conducted deep analysis of statewide claims and outcomes data — mapping access gaps by geography and population segment, identifying systemic inefficiencies, and building the evidence base for a policy intervention.
✅ The Outcome
$6M Quality Initiative
The analysis directly informed a $6M dental quality initiative — one of the largest targeted investments in Medicaid dental access in Texas history, with resources allocated precisely where the data showed the greatest need.
Pull the Thread
🔥 The Challenge
Drowning in Manual Work
The Health Plan Management team was spending days each month on manual reporting — copy-pasting data across spreadsheets, introducing errors, and delaying the insights that decision-makers needed.
⚙️ The Approach
End-to-End Automation
Redesigned the reporting workflow from scratch using SAS and Excel automation — pulling data directly from source systems, applying validation logic, and auto-generating formatted outputs for each stakeholder group.
✅ The Outcome
40% Faster Delivery
Report delivery time dropped 40%. Error rates fell to near-zero. Decision-makers now had accurate data in their hands days earlier — and the team reclaimed weeks of capacity per quarter for higher-value analysis.
02

Skills

Product Marketing Tools
JIRA Aha! Pendo Tableau GitHub Hubspot Salesforce
Data & Analysis
SQL SAS Excel Visual Analytics Salesforce
Agile Methodologies
Scrum Sprint Planning Backlog Management Feature Prioritization
Soft Skills
Stakeholder Engagement Cross-Functional Leadership Storytelling User Research
03

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04

Education & Credentials

Master of Public Health
University of Kentucky — Lexington, KY
Aug 2011 – May 2013
B.A. Anthropology
University of Texas — San Antonio, TX
Aug 2003 – May 2007
Certified Scrum Product Owner (CSPO)
HIPAA & Healthcare Compliance Trained
Speaker — 2022 Society for Clinical Trials · Innovating Randomized Trial Management
Improv Teacher — Mettlesome Theater, Durham NC

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Open to new product leadership opportunities in digital health and beyond.

Email
[email protected]
Phone
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Location
Chapel Hill, NC
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