Marketing Manager Product Development

Lauren P. Atkins

205-***-**** *************@*****.***

Summary

Marketing professional with 20+ years of experience in building brand recognition and driving sales for medical devices and surgical services. Expertise in designing and executing strategic marketing plans, developing consistent brand messaging across regional and global markets, and targeting diverse customer segments.

Professional Experience

Podimetrics

Senior Product Marketing Manager

November 2022 – Present

Led integrated go-to-market planning and execution for existing and new products, inspiring and leading cross-functional teams including product development, content marketing, design, sales, and digital marketing.

Developed go-to-market plans and created compelling audience-targeted content (digital strategies, videos, presentations, webinars, white papers) to engage the target audience and drive product adoption.

Owned the creation of marketing content and programs that crisply articulate the value proposition to relevant audience segments.

Served as the subject matter and customer experience expert to inform and support product direction with a deep understanding of customer needs.

Analyzed the competitive landscape and followed key trends to contribute to feature prioritization.

Collaborated with Sales Enablement to create effective tools highlighting differentiated customer value, supporting Commercial Sales teams in attracting buyers and moving them through the funnel.

Facilitated ongoing dialogue between Marketing and Sales to inform messaging, key talking points, support materials, and product feature updates.

Synovis Micro Companies Alliance, Inc. (a subsidiary of Baxter International Inc)

Senior Manager, Marketing

October 2012 – October 2022

Led all marketing activities for 15+ product lines in plastic reconstructive surgery, ortho trauma, and wound care to hospitals, universities, and ambulatory surgery centers.

Acted as Global Product Owner and Marketing lead for product launches, post-market surveillance, clinical evaluation reporting, new product development, voice of customer, and acquisition integrations.

Collaborated with Sales, Commercial Operations, Legal, Compliance, Medical Affairs, Executives, R&D, and Regulatory on the development and launch of medical devices used in reconstructive plastic surgery.

Managed industry tradeshows, KOL development, and events including ASRM/ASPN/AAHS, ASSH, AAOS, and AORN.

Supported a domestic sales team of 20 and an international distributor network with marketing tactics targeting HCPs in areas such as breast reconstruction, head/neck reconstruction, hand surgery, and nerve repair.

Managed design agency and other vendors on the design and layout of medical device product labeling, training materials, literature, advertising, and direct mail targeting HCPs.

Launched a Direct-to-Consumer campaign for autologous breast reconstruction awareness targeting women diagnosed with breast cancer.

Integrated Medical Systems International, Inc. (STERIS Instrument Management Services)

Director, Marketing Communications

2009 – 2012

Managed a $1M+ budget for a medical services company with $100M+ in annual revenue.

Supervised a team of four, including a Web Content Manager, Graphic Designer, Marketing Coordinator, and Communications Generalist.

Developed marketing communications media and promotional materials to effectively represent the company’s brand, products, and services.

Education

Bachelor of Science in Marketing, Troy State University

Skills

Strategic Marketing Planning

Go-to-Market Strategy

Content Marketing

Product Development

Customer Experience

Competitive Analysis

Sales Enablement

Team Leadership

Cross-Functional Collaboration

Brand Messaging

Customer Insights

Trend Spotting

Product Positioning

Market Segmentation

New Product Launches

Product Roadmapping

Lifecycle Marketing

Voice of Customer (VoC)

User Experience (UX) Design

Customer Journey Mapping

Sales Training and Support

Channel Marketing

Partner Relationship Management

Data-Driven Decision Making

KPI Tracking and Reporting

Negotiation

Industry Regulations

Compliance Standards

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