
Roman A. Abashin
Product Manager
Roman is a product team lead with 12+ years of experience in startups, mid-sized enterprises, and large international corporations. He is well-versed in data analytics, requirements engineering, and user experience. With his relentless drive for growth and a triple background in tech, business, and data engineering, Roman is most effective in a fast-growing SaaS environment. He excels as a technical product lead at the interface between business and IT teams.
Project Highlights
Expertise
AgileCustomer Relationship Management (CRM)Design SprintsDigital StrategyDigital TransformationGoogle Tag ManagerRSaaSWork Experience
Freelance Senior Product Manager
Toptal Clients
- Increased monthly recurring revenue (MRR) and the number of active users of edtech company seven times in year-over-year (YOY).
- Transformed B2B service provider from a cost-based to a value-based revenue model.
- Led distributed scrum team and improved processes.
Founder
Nougat.ai
- Analyzed risk of flooding in the Ugandan road network in a spatio-temporal research project.
- Revealed betweenness of critical nodes in spatio-temporal analysis of Middle Eastern mobile cell receiver data.
- Determined location scores for French mortuary services based on both publicly available and mined data.
Manager of Business Analytics
Prescreen.io
- Created the sales and reporting dashboards for all departments.
- Restructured sales pipeline and reporting from lead to after-sales.
- Improved the processes and workflows to increase MRR and drive down churn across all stages of the customer lifecycle.
- Oversaw and was responsible for a team of two junior employees.
Product Manager
Prescreen.io
- Shipped a new capstone SaaS feature for tens of thousands of HR professionals across Europe.
- Facilitated workshops with team and clients.
- Helped to improve Scrum/Agile development process.
- Coached junior employees.
IT Consultant
adesso AG
- Fulfilled the role of project lead and was responsible for the deliverables of teams up to five people.
- Facilitated workshops with C-suite and departments.
- Supported clients' product managers with workshops, product management methodology, user stories, UX concepts, and UI mockups.
- Assisted clients' engineering teams with requirements engineering, implementation recommendations, acceptance criteria.
- Supported clients' leadership with project management and planning, success metrics, and status reporting.
Project Manager
ibis acam
- Shipped in nine months from concept to market.
- Facilitated product workshops with the C-suite and departments.
- Created personas, user stories, and user flows.
- Established Agile development methodology.
- Implemented a human resources tool (HR tech) to improve recruitment.
Project History
Business Analytics Dashboard for Sales Teams (B2B SaaS)
Rolled out cutting-edge business analytics dashboard to a fast-growing German B2B SaaS company.
This project included:
• Analyzing B2B sales processes at different phases in the customer lifecycle
• Understanding the business, technology, and operations/administration perspectives of the sales process
• Breaking down complex accounting-based figures into simple KPIs and metrics like MRR and monthly churn rate
• Setting up a clean, reproducible data pipeline from Salesforce and the production database (MariaDB/MySQL) to the dashboard via R Server
• Rolling out the dashboard to pre-sales, sales, customer success, and customer support teams throughout the company
Deliverables:
• KPI dashboard for B2B SaaS sales teams
Technical Growth Lead for the Netflix of Coaching
Decreased bounce rates by almost 50%, increased conversion, implemented GTM, and enhanced the eCommerce.
Customer Lifecycle Improvement Goals:
• Effectiveness of organic, referral, and paid traffic
• Conversion rates and website performance
• Engagement and upsell rates among existing customers
(The engagement is still ongoing.)
Tools:
• Google Marketing Platform (Analytics, Tag Manager, Optimize)
Product Management for Business Intelligence
Shipped cutting-edge business analytics to over 40,000 business users.
We worked closely with customers, designed mock-ups, facilitated workshops, and delivered the product in budget and ahead of schedule. Furthermore, I played an active part in the scrum development process as a product owner.
Deliverables:
• Shipped the product in record time
Requirements Engineering for an Edtech Platform
Led the requirements project for the first digital educational marketplace in Austria—from concept to product in nine months.
I led the requirements project that delivered the specification for a new platform that was to become Aspidoo.com, the first digital educational marketplace in Austria.
Deliverables:
• Provided the user requirements, user stories, UX, mockups, and success metrics
• Facilitated workshops with C-level, middle management, and operations
Conversion Optimization for a Chinese-European Web Shop
Led a team that set up an online shop with Google PageSpeed ratings of over 90/100 and conversion rates of up to 15%.
I assembled and led the team (tech, operations, and sales) that set up an online shop, automated fulfillment, and optimized all elements along the lead-to-sales process. Furthermore, we penetrated deeply into adjacent regions via highly targeted long-tail advertising.
Deliverables:
• Achieved a Google PageSpeed Rating of 90+/100 (mobile and desktop)
• Built a fully automated, mobile-friendly webshop based on WordPress/Woocommerce
• Improved Google Ad conversion rates by up to 15%
Product Requirements for a Self-service Web Configurator
Designed, in eight weeks, a product for the leading regional utility company that caters to over 1.5 million people.
We facilitated workshops with the client, wrote Agile-friendly user requirements, and designed user workflows as well as mock-ups.
Deliverables:
• Crafted personas, UX, mock-ups, and user stories
Geospatial Location Scoring Tool
Developed a visual dashboard to find hidden, profitable building sites in untapped areas.
I combined geospatial and demographic data, developed a scoring formula to assess market attractiveness, and visualized the data in an accessible way for easy access by business users.
Deliverables:
• Built a visual dashboard with locations across all of France
Digital Transformation in the Public Sector
Led a team in the implementation of an engineering project with complex requirements for a large public organization.
I led the project team that was hired to analyze and document all processes, create requirements and user stories, and help to the shape the look and feel of the new DMS product.
Deliverables:
• Created user stories, acceptance criteria, and UI mockups
Lead for Geospatial Data Analysis
Developed methods to map large amounts of data to geospatial and temporal features.
I developed innovative ways to map large amounts of remote sensing data to economic and geographic features as well as development indices of various regions. Furthermore, there was a need to create geodesic calculation methods in R that are more efficient than those currently publicly available.
Deliverables:
• Mapped the weather data to various natural and calculated geospatial and temporal features
• Extracted, cleaned, structured, and combined all the data from different sources
• Created scripts and functions that are usable for reproducible research
Data Product for B2B Clients
Led and shipped a client-facing visualization dashboard for an innovative startup.
Deliverables:
• Created a geospatial heatmap dashboard
• Extracted, cleaned raw GPS data
• Set up a data pipeline with R and SQL
• Supported the CEO with sales slide decks
Flagship Artificial Intelligence (AI) for a Central Bank
Helped team set up an artificial intelligence project, taking a credit risk model from 65% to 90% weighted accuracy.
I reviewed the initiative and helped the project team ensure complete success. We set up a hypothesis-driven project workflow, defined success metrics, and reported to the C-suite with success metrics.
Deliverables:
• Consulted for the project team
• Composed a project review document for the C-suite
Product Innovation in a Metal Foundry
Delivered more than ten actionable product ideas to the C-suite.
I analyzed the processes and current products and created personas with the project team, applied business model innovation patterns, and extracted concrete business ideas that fall in line with the capabilities of the client but targeted an untapped market.
Deliverables:
• Produced personas, product ideas, UX concepts, and UI mockups
Product Leadership for Artificial Intelligence in Manufacturing
Led the product team that delivered a tool which was over 10x faster and 3x more accurate than the best human operator.
I led the product side of the team that delivered a visual panel testing tool which was over 10x faster and 3x more accurate than the best human operator in the factory.
Deliverables:
• Provided the user requirements, user stories, UX, mock-ups, and success metrics
Product Requirements for Sales and Project Management
Led a 12-month requirement project for the largest regional utility company, catering to 1.5+ million people.
We facilitated workshops with the client, wrote Agile-friendly user requirements, and designed user workflows as well as mock-ups.
Deliverables:
• Produced personas, UX, mock-ups, user stories, and API documentation
CRM Implementation for a B2B Sales Team
Analyzed sales teams processes and requirements and implemented a leading CRM solution at an edtech company.
This project included:
• Analyzing B2B sales processes at different phases in the customer lifecycle
• Understanding the business, technology, and operations/administration perspectives of the sales process
• Match various market-leading solutions against requirements, keeping projected costs under budget
• Roll-out of the winning system (Pipedrive)
Improving Usability in a Multi-Tenant Salesforce CRM Installation.
Vastly improved usability and data quality in a complex and historically grown Salesforce environment.
This project included:
• Analyzing B2B sales processes at different phases in the customer lifecycle
• Communicating and coordinating all teams with a customer focus: marketing, product, pre-sales, sales, customers success, and customer support
• Structuring and cleaning messy data from the CRM
• Identifying churn predictors
• Identifying low- and high-performing sales teams
• Implementing a sales prediction system based on behavioral variables
• Enabling Salesforce to handle multi-touchpoint, multi-campaign leads for better marketing attribution
• Being the go-to-guy for any data and process questions for marketing, product, pre-sales, sales, customer success, and customer support teams throughout the company
Deliverables:
• Improved workflows along the sales funnel
• Self-service KPIs for sales teams
• One source of truth for sales data
Growth Hacker | Product Lead for the Netflix for Coaching
Spearheaded the following 12-months achievements: monthly recurring revenue (MRR) from €50,000 to €275,000, six times more subscribed users, Black Friday sales of €875,000, €3 million additional revenue in one-off order entries.
Started as a dedicated growth hacker/data specialist, I now lead product management and marketing. I am m deeply involved with the client and act as a trusted advisor for all kinds of strategic product questions.
Improving ROAS—Clothing Manufacturer/Retail
Led a project to identify gaps and improve return on ad spend (ROAS) for a B2C brand.
Functional improvements:
• Matching campaigns and budget to available marketing signals.
• AI-assisted selection of marketing audiences.
• Various measures to improve user experience (UX) and conversion rates.
Technical improvements:
• Implemented measures to cluster users.
• Implemented tracking of product views for usage in dynamic remarketing campaigns.
• Implemented remarketing for users with abandoned carts.
• Various measures to improve website performance using Google PageSpeed score.
• Custom JavaScript coding to improve tracking of customer identifiers and bridge gaps related to cross-site issues.
Tools:
Google Marketing Platform including Analytics, Tag Manager, Adwords, and Dynamic Remarketing, and Shopify,
Conversion Tracking for Performance Marketing | US Platform for Brain/Mind Sound Technology
Implemented effective conversion tracking on a complex web platform for a global B2C brand.
Deliverables:
• Implemented tracking measures to send signals to all relevant platforms such as Google Ads, Google Analytics, and Facebook Pixel.
• Set up events to cluster users by specific actions like showing interest in a specific product type.
• Fixed various issues arising from the legacy sales platform.
Tools:
Google Marketing Platform including Analytics, Tag Manager, Adwords, and Dynamic Remarketing, and FastSpring
Black Friday Campaign | German B2C SaaS
Successfully implemented a Black Friday campaign for a B2C SaaS platform, resulting in €800,000 revenue over five days.
• Defined product and sales strategy.
• Helped creating marketing assets such as visuals and copy.
• Set up high-converting landing pages for different stages of the campaign.
• Tracked and improved UX and conversion through A/B testing.
Tools:
Google Marketing Platform including Analytics, Tag Manager, Adwords, and Dynamic Remarketing, and Facebook Pixel.
Education
Bachelor of Science Degree in International Business | Management Information Systems
Vienna University of Economics and Business - Vienna, Austria
Certifications
How Google Does Machine Learning
Top 5% in R
Stack Overflow (Stackoverflow.com)
Google Digital Garage (Online Marketing)
Certified Professional for Usability and User Experience (CPUX)
UXQB
Certified Professional for Requirements Engineering (CPRE)
IREB
Computer Science 101
Stanford Online
Innovation Warp Boost Camp
42Angelitos
International English Language Testing System (IELTS)
British Council