Elaine Shen
Summary
Dynamic Senior Product Manager with a proven track record at excelling in product lifecycle management and market analysis. Achieved significant revenue growth through innovative go-to-market strategies and effective customer engagement. Skilled in data analytics and project management, driving successful marketing campaigns that enhance brand visibility and customer satisfaction.
Overview
13
13
years of professional experience
Work History
SENIOR PRODUCT/BRAND MANAGER
Essity
Charlotte, NC
11.2022 - Current
- Managed the Compression Products portfolio with a focus on vascular and phlebology treatments.
- Directed the complete product lifecycle, from concept development through end-of-life, including in-depth market analysis and strategic planning.
- Led go-to-market strategies and successfully launched patient-centric solutions to drive market adoption.
- Developed and executed marketing campaigns to educate clinicians and patients on product benefits and proper usage.
- Oversaw internal brand representation, ensuring consistency and alignment in communications with partners and customers.
- Collaborated cross-functionally with Sales and Marketing teams to optimize product positioning and placement.
- Worked closely with Medicaid, the VA, CMOP, and hospitals to support product access, reimbursement strategy, and distribution across key healthcare channels.
- Established metrics to evaluate marketing activity effectiveness and managed associated budgets to maximize ROI.
- Conducted market research and competitive analysis to inform pricing strategies and support business objectives.
PRODUCT MANAGER of Americas Division
Eastman Chemical Company
Kingsport, TN
04.2022 - 11.2022
- Steered Functional Amines business to achieve $830M annual revenue with 8% growth.
- Directed product development initiatives that increased market demand by 12%.
- Executed comprehensive product strategies through collaboration with Marketing Team.
- Oversaw raw material sourcing and regulatory compliance, enhancing profitability by $50M.
- Formulated asset strategies aligning global manufacturing with long-term objectives.
- Collaborated with Technology and Manufacturing Teams to improve asset capabilities by 15%.
- Crafted product offer playbooks to optimize pricing and contract strategies.
- Utilized analytics for performance monitoring, enabling agile decision-making.
SENIOR PRODUCT MANAGER of Americas Division
Ontex Global
Alpharetta, GA
01.2021 - 01.2022
- Directed global innovation planning and product portfolio strategy for Baby Care, Feminine Care, and Adult Incontinence Care.
- Achieved $250 million in annual cost savings through a three-year initiative optimizing manufacturing processes.
- Developed a comprehensive brand strategy for personal hygiene products, aligning with sustainability goals.
- Maximized asset utilization across 19 plants in 12 countries, effectively balancing supply and demand.
- Collaborated with sales teams to support ongoing business operations through activity monitoring.
- Expanded total annual revenue with consistent year-over-year growth of 13-17% via strategic acquisitions.
- Secured long-term contracts with top US and Canadian retailers and five leading national brands.
- Led cross-functional teams in managing product development projects from ideation to finalization.
PRODUCT MANAGER of North America Sales
Ontex Global
Alpharetta, GA
01.2018 - 01.2021
- Developed global product portfolio for Global Feminine Care category, expanding offerings from seven to 51 product types and yielding 15% additional revenue YOY.
- Led project planning sessions, establishing timelines for feature releases and ensuring alignment with engineering teams.
- Identified product gaps, generating innovative ideas to enhance market share and improve customer experience.
- Extended product range to include organic and lifestyle options, contributing $49M incremental quarterly revenue.
- Reviewed category data and sales reports to uncover product gaps and opportunities for growth.
- Collaborated with Consumer Study agency for In-Home Use Tests and Panel Studies to validate product concepts.
- Forged alliances with 80% of major US retailers alongside key industry players such as P&G and Unilever.
- Increased market presence from 3% to 43% through effective direct customer engagement during product launches.
PRODUCT MANAGER
Gemmy Industries
Coppell, TX
01.2014 - 01.2018
- Spearheaded collaboration with global manufacturing plants, launching over 3,000 new product SKUs annually.
- Monitored industry trends, identifying opportunities for innovation within product portfolio.
- Established processes ensuring timely delivery of high-quality products.
- Managed cross-functional teams in R&D, engineering, marketing, and creative from product ideation to product launch.
- Conducted post-launch analyses to evaluate success of feature rollouts.
- Determined product pricing through market research, production costs, and sales projections.
Product Coordinator
Gemmy Industries
Coppell, TX
01.2013 - 01.2014
- Partnered with R&D teams to develop product designs and specifications, driving effective revisions and improvements.
- Monitored product supply levels, proactively initiating corrective actions to prevent stock-outs and maintain inventory continuity.
- Ensured sample quality standards and adhered to production timelines, while updating ERP data accurately on a daily basis.
- Coordinated schedules for product artwork, packaging, and photography, providing clear direction on revisions to meet brand standards.
- Developed marketing presentations for sales teams and clients, and maintained up-to-date product launch materials in PowerPoint.
- Produced POP display concepts and shelf renderings to support sales meetings and tradeshows.
- Identified and implemented cost reduction opportunities throughout the product development process to enhance profitability.
Education
Bachelor of Science - Accounting and Business Administration
University of North Texas
Denton, TXPMP - Project Management
Purdue University
Skills
- Market and competitive analysis
- Product lifecycle management
- Go-to-market strategy
- Customer engagement and CRM
- Brand development and strategy
- Marketing campaigns
- Data analytics and reporting
- Project management
- Regulatory compliance
- Margin monitoring
- Product positioning
- B2B and B2C sales strategy
- Consumer insights and communications
Languages
English
Native/ Bilingual
Chinese (Mandarin)
Native/ Bilingual
Timeline
SENIOR PRODUCT/BRAND MANAGER
Essity
11.2022 - Current
PRODUCT MANAGER of Americas Division
Eastman Chemical Company
04.2022 - 11.2022
SENIOR PRODUCT MANAGER of Americas Division
Ontex Global
01.2021 - 01.2022
PRODUCT MANAGER of North America Sales
Ontex Global
01.2018 - 01.2021
PRODUCT MANAGER
Gemmy Industries
01.2014 - 01.2018
Product Coordinator
Gemmy Industries
01.2013 - 01.2014
Bachelor of Science - Accounting and Business Administration
University of North Texas
PMP - Project Management
Purdue University
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