Fernando Serratos
Santa Ana,CA
Summary
Forward-thinking, highly strategic, and seasoned Global Product Manager with years of proven success in leading and managing diverse, high-performing teams, consistently driving exponential growth for medical and sporting goods companies. Innovates and executes product and marketing plans and initiatives targeted to enhance revenue performance, aligning strategy with customer’s current and future needs to expand market share and establish differentiated brand identity.
Analyzes market and customer dynamics to innovate products and marketing strategies that enhance competitive positioning while delivering against financial commitments and revenue targets. Fosters cross-functional collaborations and sustainable partnerships to
better execute on key priorities, leveraging expansive strategy and marketing expertise to continuously provide transformative solutions, facilitating customer and business success.
Overview
20
20
years of professional experience
Work History
Director Global Product Management, B&S
Ossur Americas
06.2021 - Current
- Global product line management, B&S.
- Manage and mentor 10 Global team members.
- Championed Value Engineering efforts to take the business forward, VE efforts will capture a $3.1M annual savings for next 5 years.
- Strategized with senior leaders to create a five- year vision for portfolio optimization, which will reduce SKU’s while enhancing GP and increase overall profit contribution.
- Collaboration with internal cross functional leaders for VE and portfolio optimization buy in, GTM vision and execution.
- Partnered with R&D for global sustainability efforts, greener products and streamline packaging.
Senior Global Product Manager, B&S
OSSUR
07.2019 - 06.2021
- Global product line management of the entire bracing and support portfolios, Foot & Ankle, Spine, Hip, Knee and Upper X.
- Manage and mentor 5 team members.
- Communicated effectively with team members to deliver updates on project milestones and deadlines.
- Collaborated with sales, marketing, and support teams to launch products on time and within budget.
- Prioritized roadmap in order to achieve product goals and metrics.
Global Product Manager
OSSUR
08.2017 - 07.2019
- Global product line management of Foot & Ankle and Spine.
- Manage the ideation, creation, direction and timely delivery of new product, packaging, and marketing briefs.
- Gather and process market intelligence required to support product portfolio management, go- to-market strategy development and price setting and management.
- Support market size, Identify and objectify market opportunities/challenges.
- Manage the product portfolio and product pricing in line with the value proposition with the objective to maximize sales & profit growth.
- Lead Rolling Forecast Planning Process, Support Product Roadmap/Lifecycle, Line Planning, Rationalization, Quality & Performance.
- Concept generation and market feedback define new product objectives in line with the market requirements.
Global Product Manager-Team Footwear / Merch Manager
Asics America
04.2015 - 08.2017
- Global Footwear product line management of Basketball, Baseball, Wrestling, Tennis, Soccer, Volleyball, Rugby and Field Hockey categories.
- Product line management, from concept brief through commercialization.
- Collaborated with sales, marketing, and support teams to launch products on time and within budget.
- Lead spokesperson at sales meetings, internal stakeholder presentations and events.
- Drive a culture of creativity and innovation across the organization.
Product Specialist- Team Footwear
Asics America
05.2013 - 04.2015
- Product line management, from concept brief through commercialization, with a focus on Tennis, Volleyball, Wrestling, Basketball, Soccer, and other incremental growth opportunities to build Footwear to $1+ billion.
- Building relationships with consumers, clubs, teams, retailers, and trade media to research and assess the Global footwear marketplace to identify and analyze market trends and opportunities.
- Manage the ideation, creation, direction and timely delivery of new product, packaging and marketing briefs for Wrestling, Field Sports (Soccer, Rugby, Field Hockey), Tennis, Volleyball and Basketball.
- Lead presenter of new products during feedback and sell-in process to key retail partners across all channels of distribution, from Big Box, Sporting Goods, Online and Specialty.
Wrestling Division Manager
Clinch Gear LLC
09.2009 - 05.2013
- Successfully oversaw the start-up and development of Clinch Gear Wrestling to more than $2 million in revenue and 15 employees within the first year.
- Responsible for team development, communications, sales, profit and cost control management.
- Led management team process to develop vision and mission statements.
- Signed seven athletes from US National Team ladder for brand endorsement.
- Manage all Sponsored Events and merchandise sales.
- Coordinate the administration of product orders, understood customer needs and guarantee delivery of company's commitment.
- Drives thorough analysis of historical sell in and sell out numbers to make the best decisions for future assortment needs.
Vice President of Sales
WrestlingMart.com
09.2003 - 09.2009
- Management of seasonal team sales (70% of our annual sales).
- Managed all sponsored events and merchandise sales.
- Coordinated the administration of product orders, understood customer needs and guaranteed delivery of company's purchasing commitments.
- Managed merchandising strategy for retail sales and online sales.
Education
Bachelor of Arts - American History
Boston University
Boston, MA2002
AA - Computer Science
Golden West College
Huntington Beach, CA2000
HS Diploma -
Santa Ana High School
Santa Ana, CA1997
Skills
- Strategic Innovation
- Health care expertise
- Go-To-Market Strategy
- Growth & Revenue Generation
- Medical Device Sales & Marketing
- Portfolio Planning & Development
- Branding & Market development
- People & Performance Management
Timeline
Director Global Product Management, B&S
Ossur Americas
06.2021 - Current
Senior Global Product Manager, B&S
OSSUR
07.2019 - 06.2021
Global Product Manager
OSSUR
08.2017 - 07.2019
Global Product Manager-Team Footwear / Merch Manager
Asics America
04.2015 - 08.2017
Product Specialist- Team Footwear
Asics America
05.2013 - 04.2015
Wrestling Division Manager
Clinch Gear LLC
09.2009 - 05.2013
Vice President of Sales
WrestlingMart.com
09.2003 - 09.2009
Bachelor of Arts - American History
Boston University
AA - Computer Science
Golden West College
HS Diploma -
Santa Ana High School
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