Product Manager

Tanya Matkivska

M*T*B* mobile: 416-***-**** ***********@*****.***

Marketing & Sales Professional recognized for the ability to work strategically in a start-up environment as well as within

large organizations. Professional experience spans across a product owner, sales, & management consulting.

Areas of expertise: product management; project management; marketing & sales; print and digital media management;

virtual team management; digital marketing strategy; SEO and social media; online advertising; web analytics; video

development; web project management; strategic partnerships; account management; new business; loyalty program ; event

& trade show management.

WORK EXPERIENCE

Directional Designs Creative Agency October 2011 – January

2015

& Germgo Media Group, Mississauga

Product Marketing Manager – Hospital Advertising Program

As a Product Marketing Manager, I am responsible for the planning, execution and analysis of marketing & sales strategies

for a Germgo Brand and managing the marketing mix to achieve brand, sales and profit objectives.

• Key clients: Shoppers Drug Mart, SUBWAY, Harley Davidson, PHILIPS, Sun Life Financial, H&R Block,

Copper County Foods, Amica, Bayshore Home Health, Home Instead Senor Care, Medichair, Mr.Lube,

Qualicare, Medical Mart Supplies, healthcare professionals and providers, etc.

• Successfully managed over 500 B2B & B2C campaigns, collaborated with national agencies on major

accounts and corporations across Ontario.

• Signed over 60 Hospitals for only 2 year period, on the 3rd year moving to the National Advertising Program.

• Management & coaching of 2 direct sales reports.

• Contributed to Germgo brand responsibility including management of revenue targets, marketing spend, and ROI.

Developed and implemented a comprehensive marketing plan for Advertising Program in Hospitals within Canada.

• Translated business objectives to national, provincial or regional marketing programs to engage the relevant

target audiences (hospitals, small/large businesses, corporations, agencies).

• Collaborated with various cross functional areas (including Sales, Creative, Order Desk & Customer Service,

Supply Chain, Finance) to develop, execute and enhance product marketing and customer service.

• Managed CRM, Digital Campaigns (SEM, email, video, social media, and a range of other digital & direct

marketing initiatives) for web/brand/ awareness.

• Hiring, training, coaching, and performance evaluations of marketing and sales staff and oversee their daily activities.

• Leveraged email marketing results and web analytics reports to optimize performance of marketing programs, improve

website usability and increase conversion rates. Created audience segmentation plans to optimize mail quantities and

preferred communication channels. Developed key metrics to identify impact of campaigns.

• Implemented new rollout strategies and product life cycle analyses; collaborate on pricing and promotional strategies.

• Expert in product research, planning and launches complemented by social and/or digital media elevating the company

and brand presence enabling them to be leaders in their areas.

• Maintained executive-level interaction with all internal teams and external partners, internal and external media, print

vendors. Worked in collaboration with third party agencies in relation to executing customer specific or

product-based promotional campaigns.

• Prepared content, presentations to communicate key consumer insight learnings and recommendations.

• Managed database and performance metrics of core products and assess and understand their impact on retention.

• Expert on the customer. Understand their buying criteria. Built excellent relationships with clients and proactively

managed these relationships to ensure continuous feedback is obtained and acted upon.

PureMedSim Technology Group, Toronto July 2007 – October 2011 (full

time)

October 2011 – current (part

time)

Product Manager – Medical Simulation Technologies & Software

Responsible for ongoing Global campaign management and promotional strategies for 3 software brands on medical

simulation (PureDiabetes, PurePharmakin, and PureMedSim) with main focus in North America, Asia, Europe and achieved

revenue, awareness and engagement objectives.

• Develop and track integrated project plans. Established and maintained project communications, oversaw the

development of project deliverables, and monitor processes to manage scope throughout the project lifecycle.

• Responsible for ongoing client satisfaction. Manage peer-level client relationships (expectations, communications,

negotiations, escalation, feedback, etc.)

• Coordinate and support work of 3 sales representatives.

• Assist with RFI/RFP development and evaluation, coordinating system design, testing and implementation.

• Establish Global communications between third party suppliers, virtual teams, management, and production and

collaborated with them in different time zones.

• Cross functional: Creative, Sales, and Technology Departments in order to develop successful marketing strategies

and generate sales.

• Management and monitoring of project plans, schedules, status reports and budgets as required.

• Manage multiple projects while communicating with various institutions and organizations in order to achieve brand,

sales and profit objectives. Working closely with medical simulation companies, medical centers, schools and

universities, recently developed presentations for top management of 4 corporations, 5 universities, and 8 doctors that

led to successful projects sign-off on new medical simulators development.

• Responsible for the development and support of multiple brands, ensured marketing objectives are achieved through the

use of promotional programs, presentations, trade shows. Coordinated 5 annual national & international trade shows &

6 conferences on Simulation in Medicine annually, multiple WebEx technical conferences and Skype trainings for new

modules in Europe, China, and USA.

• Oversee budget/invoicing process and ensure all projects come in on budget and time.

St Michael’s Hospital, Toronto February 2006 – May 2007

Vendor Administration Representative

My main responsibilities included customer service, problem solving, and maintaining of hospital orders and inquiries while

working close with Medical, Medical Surgical, Laboratories, Medical Research Departments and Pharmacy.

• Generated Purchase and Non-Purchase Orders, Acknowledgements, Pivot Table, Receipt Accruals, Match Exception

Invoices, Returns, and Outstanding P.O. Successfully managed Pivot Table Procedures and Match Exception

Invoices Year Clearance.

• Support the communication process for product purchase, discontinuations, transitions, pricing and

formulary updates.

• Managed doctors, nurses, and department head inquiries regarding merchandised and distributed items (medications,

medical instruments, and medical equipment). Handled and documented client inquiries and maintained filing system.

• Identified and resolved problems related with order delays, order substitutes, and urgent orders that helped to

increase patients’ satisfaction and safety as well as hospital’s exceptional customer service and care.

Sperco Ukraina, Ukraine - Alcala Farma/Ucrafarma, Madrid, Spain September 2004 – July 2005

Marketing Manager - OTC Upper Respiratory, Eastern Europe Division

As a Marketing Manager, I was responsible for the planning, execution and analysis of marketing strategies for the portfolio

of all East European brands and managing the marketing mix to achieve brand, sales and profit objectives.

• Led the planning process and development of strategies and tactics to achieve brand and sales objectives. Conducted

SWOT analysis, identified critical success factors, developed and executed strategies & tactics.

• Managed “Anticataral” and was responsible for achieving brand, sales & profit objectives. Developed the strategic plan,

media, in-pharmacy programs, consumer research, direct marketing, professional programs and trade tools.

• Expert in product research, planning and launches complemented by digital media elevating the Company and

brand presence enabling them to be leaders in their therapeutic areas.

• Responsible for the launch of “Tos-Mai”. Managed the strategy, creative development, media, pricing analysis,

consumer and trade communications. Received strong trade support and complete listings at key accounts.

Sperco Ukraina, Ukraine January 1998 – August 2004

Marketing Manager, Pharmaceutical Generic Products

Established and led all company’s marketing and advertising activities. Responsible for supporting a release of all new

pharmaceutical brands and ensuring marketing objectives were achieved in the in-pharmacy environment through the use of

promotional programs, secondary displays and various trade publications. Launched and promoted 18 generic drugs (in 36

medical forms), to become one of the best national producers of pharmaceutical medications, and successfully distributed in

key markets.

• Developed a strategic vision and marketing planning for 8 OTC and 10 prescription brands including brand strategy,

communication strategy, and tactical plans.

• Responsible for a budget in excess of 2 million US, campaign development, analysis, and communication to upper

management and investors. Developed annual and monthly reports and presentations on marketing implementation

and results for board of investors.

• Led the planning process and development of strategies and tactics to achieve brand and sales objectives. Conducted

SWOT analysis, identified critical success factors, developed and executed strategies & tactics.

• Lead marketing team and also coordinated and supported promotional activity of 20 pharmaceutical representatives.

Developed presentations, incentives, promo materials for doctors, pharmacies (Prescription drugs) and media, in-

store programs for OTC products. Managed consumer research, direct marketing, professional programs and trade

tools.

• Reviewed segmentation of both national and international markets (Russia, Belorussia, Moldova, Kazakhstan),

watched market trends and calculated the marketing effectiveness.

• Developed and reviewed marketing and pharmacy related creative production materials, commercials (TV, radio,

outdoor), articles, publications (newspapers, magazines, medical and pharmaceutical journals). “Noksprey Baby”

Media Campaign Launch, November 2002 generated over $370K in incremental sales. “Erotex” TV Campaign

Launch, May 2003 generated over $250K in incremental sales.

• Coordinated all creative print and promo materials and public, trade shows. D eveloped professional partnerships

with ad/print agencies, media producers and medical professionals. Coordinated annual tradeshows, conferences and

negotiated ad/media contracts.

• Wrote formal marketing plans, made competitive analysis, and formulated pricing modules for current, as well as

new products: “Kremgen”, “Erotex”, “Ketodin”, “Hemoferon”.

• Managed “Noksprey’ and was responsible for ongoing sales and category analysis, planning, forecasting, managing

multiple budgets and profits.

• Responsible for the launch of “Gramox-A” and “Gramox-D”. Developed the strategic plan, media, in-pharmacy

programs, direct marketing, doctors programs and conferences and trade shows.

EDUCATION

Certificate in Project Management, University of Toronto, School of Continuing Studies, Toronto (Sept. 2010 – July

2011). Completed 3 courses: Foundation of Project Management, Leading Projects in Organizations, Project Implementation

& Control.

Certificate in Business Planning & Business Development, Toronto Business Development Centre (Sept. 2010 – July

2011).

Specialist (Masters) Degree in Economics and Management (Honors), Vinnitsa State Technical University, Vinnitsa,

Ukraine (Sept.1993 – July 1999) Diploma subsumed and evaluated by WES Canada #2053679 as a Bachelor’s Degree in

Business Administration and Economics.

SKILLS

Computer Literacy: PC & MAC, proficient in the use of Microsoft Office (Word, Excel, Outlook, Power Point, Access, MS

Project), Adobe Acrobat, Adobe Photoshop.

Data Literacy: Nielsen, DoubleClick, AdWords, Google Analytics, Social Media.

Languages: Fluent in English, Spanish, Russian, Ukrainian, intermediate level in French and Italian.

ADDITIONAL ACCOMPLISHMENTS

Ukrainian Women’s Association of Canada: member, Kniahynia Olha Branch at St. Volodymyr Cathedral, August 2010.

Ukrainian School of St.Volodymyr: Parent Committee Member & volunteer since September 2012.

Friends of Alexandra Park: member and volunteer since 2012

St. Volodymyr Ukrainian Orthodox Cathedral: member & volunteer since 2008

Toastmasters Club: Member, St. Michael’s Hospital, March 2006- June 2007.

Actively Involved in Sports: Camping, skiing, skating, kickboxing, fitness, yoga, Pilates.

Actively Involved in Art: Photography, lifecasting, matting & framing.

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