Product Marketing Manager

Professional Experience

Aug. **** – Present Senior Product Manager, Spine Business Unit

Medtronic China, report to Product Marketing Manager

-Managed the whole Posterior Thoracic Lumbar Fixation product line, which contributes more than 50% revenue.

-Successfully launched Solera-the new generation product through unique surgical technique, which gained the competitors’ share and achieved more than 1000 cases yearly starting from the second year, with conquering various obstacles such as more and more strict tendering policy in China market towards the imported products.

-Smoothly handle a cash-cow product phase-out program, which has been sold in China for more than 15 years, by collaborating with both internal(sales, operation, finance and legal department) and external(dealers and surgeons) partners.

-Frequently communicate with KOLs and carry out the customized KOL programs by allocating proper marketing resource with clear cut marketing message

-Actively involved in the localized product/instruments projects, build the communication bridge between R&D and customers, successfully launched the simplified set instruments for 2nd tier market.

-Leveraged the pricing strategy to run several promotion programs, balanced the profit and revenue.

-Data mining for insights, supply-chain forecast and sales’ performance supervision

Nov. 2014 –Aug. 2015 Product Manager, Davol Business Unit

C.R. Bard China, report to Marketing Manager

-Plan and execute strategy to strive the premium product line to grow more than 40% yearly by revenue and account for over 60% among the whole Davol business.

-Establish and carry out the KOL strategy by allocating proper marketing resource with clear cut marketing message

-Support and supervise team member to initiate and fulfill Tier-2 market strategy, aiming to create 30% growth by the end of year

-Manage product lifecycles and adjust strategies according tending, regulation and competition situation

-Standardize the New Product Launch progress within the team to improve the result and address potential problems

Sept. 2013 – Nov. 2014 District Manager, Recon Business Unit East Region

Stryker China, 4 direct reports(1 KAM, 2 SBE, 1 BE)

-Lead the whole team to plan and execute sales strategy in Shanghai area to meet the sales target. Continuously achieved over 110% of the target in recently 3 quarters.

-Maintain and expand the relationship with key opinion leaders and develop proper strategies towards tier 1 and tier 2 hospitals combining with academic promotions, dealer cooperation, sales tools arrangement and etc…

-Cooperate with dealers to optimize the service to customers

-Bid in hospital tendering, won important biddings by leading different franchises and cross-functional teams which initiated more than 10million RMB business,75% increase than before.

-Develop the talent within the team. Promote two employees to new level: one from KAM to SKAM, another from SBE to KAM.

Jun. 2011 – Sept. 2013 Product Manager, Recon-Knee, Strategic Marketing

Stryker China, report to Marketing Manager

-Establish the product pipe line within 5 years together with new product launches, KOL strategies, sales promotion, price settlement and etc…

-Launched two important products to fulfill the product segment, which helped increase the knee segment surgery cases by 25%, revenue by 40%.(2012 vs 2013)

-Initiate the KOL strategy by building the KOL database and plan/budget/execute the proper activities and offer customerized service

-Analyze sales performance both on whole product range and focused products by evaluating forecast attainment and issuing strategy adjustment suggestion.

-Collect and analyze market performance including competitor information

-Internal and External education plan making and executing involves product introduction, sawbone workshop and focused products’ seminars

-Regular customer communication by providing product information (studies, product questions, training materials, marketing material and etc…), following up new product launch, collecting marketing feedback and etc. within whole China area including both Hip and Knee product line.

-Sales support by offering product registration, marketing materials and so on.

Dec. 2006 – Jun. 2011 Product Manager, Brace&Support products

Ossur Asia-Shanghai Office, report to Ossur Asia Marketing Manager

(Ossur is an Icelandic company doing business in Prosthetic and Brace&Support field, who employs a staff of around 1,600 across 14 locations; Brace&Support product line includes 5 categories and more than 100 individual products)

-Regular customer communication by providing product information (studies, product questions, training materials, marketing material and etc…), following up new product launch, collecting marketing feedback and etc. within whole Asia area including Australia, New Zealand, Japan, Korea, Singapore, Malaysia, China markets and so on.

-Analyze sales performance both on whole product range and focused products by evaluating forecast attainment and issuing strategy adjustment suggestion.

-Communicating between R&D (located in Iceland and US) and markets on products’ feedback.

-Make up intelligence survey based on price, market share, sales strategy and performance through customer communication and exhibition participation.

-Planning and conducting new product launch. Relative tasks include: price strategy making, promotion plan conducting, technical training coordination, market feedback follow up and so on.

-Coordinate and execute price strategy upgrade

-Relay product announcements (incorporating information like product upgrades, product discontinuation, price adjustment and etc from R&D departments located in Iceland and US to local customers

-Sales support by offering product registration, marketing materials and so on.

Sep. 2005 – Dec. 2006 Project Executive

Shanghai Collegiate Internship Centre for International Business

-Planning and teaching a full-semester computer-based trading course EBS (Export Business Simulation) for students from European countries (class size: 30~40 students) and the half-semester computer-based trading course PTOT (Proficiency Test for Operation Training) for Chinese students. (class size: 30~40 students) Proficient English oral presentation skill acquired through teaching foreign students.

-Taking sole-responsibility for EBS training materials preparation and also working with other teachers as a team to write and compose training materials for PTOT

Education

Sep. 2001 - Jun. 2005 Bachelor’s Degree

Shanghai Institute of Foreign Trade, Major in International Economics and Trade

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