Lara Urfer
Senior Product Manager
New York,NY
Summary
Senior Product Manager with more than 10 years of experience taking dozens of products from concept to market. Skilled at navigating complex web of cross functional teams, collaborators and supply partners needed to bring production plans to fruition. Specializing in financial services and technology market products with willingness to learn and adapt to any field.
Overview
16
16
years of professional experience
Work History
Senior Product Manager
Income Discovery
Manhattan, NY
03.2022 - 03.2023
- Designing and Implementing AI Software in startup environment.
- Development of product strategies and cross-functional roadmaps.
- Writing and executing technical product specifications and functional requirement documents.
- Creating UI and UX for both B2B and B2C software-based modules.
- Manage processes and outside resources related to integrations, product management and overall solution development.
- Presented and demonstrated software at national sales conferences.
- Consulted with product development teams to enhance products based on customer interest data.
- Monitored market trends and competitor performance and analyzed gaps to update sales strategies and maximize client engagement.
- Coordinated landing page efforts and demos to increase conversion rates.
- Managed product demonstrations and testimonials for performance evaluation.
- Created product positioning strategies designed to achieve optimal market penetration.
Senior Product Manager
Equitable
Manhattan, NY
06.2012 - 10.2021
- Support implementation of new products and product enhancements
- Managed hundreds of legacy products (including nation's most popular employer sponsored 403b contract) working on dozens of new product types and modifications
- On product team that launched nation's leading index linked annuity
- Managed thousands of monthly client based product exceptions and developed automated system to reduce customer calls to operations as well as review time
- Develop business specifications, implementation plans, field bulletins, internal and external training, client literature and product guides
- Supported implementation of new products and product changes in orderly and timely fashion
- Developed and maintained detailed business specifications
- Drafted field bulletins, product guides, disclosure brochures, program summaries and other communication items as needed
- Researched and hired vendors for various partnerships
- This included discovering and contracting managed account partners, project management training and advanced markets research firms
- Supported ideation & design discussions for life and annuity product portfolio
- During product design phase, provided analysis and support as needed to design appropriate products to meet customer needs and profitability measures
- Participated in and supported interdepartmental test committee for new product introductions and product changes
- Supported marketing story for employer sponsored product portfolio
- Reviewed training and marketing pieces for latest product enhancements, sales concepts and competitive rank
- Provided resources, insight, sales guidance to wholesalers and field on as needed basis
- Provided ad-hoc product analysis and support as needed including sales tracking, financial analysis, competitive analysis, distribution surveys, governance submissions
- Acted as representative for Product area in other cross-departmental projects
- Interfaced with various functional areas in supporting product initiatives including IT, Product QA, Marketing, Compliance, Actuarial, Legal, and Sales
- Led company wide initiatives including annual prospectus review and monthly regulatory updates
- This included monitoring and implementing both Federal and State amendments and bills that could potentially impact company’s product families
- Participated in multiple Employee Resource Groups focusing on female leadership, diversity and minority inclusion.
Senior Regional Sales Associate III
Equitable Distributors
03.2007 - 06.2012
- Collaborated on case structuring, sub-account selection and product-mix for new & existing clients
- Conducted training presentations for agents to generate sales and further their understanding of company products
- Developed training materials and manuals for new hires
- Point of Sale presentations with advisors and prospective clients
- Maximized product exposure by frequently interfacing with customers and prospective customers to achieve gross territory sales of more than $120 million from 2010-2012.
- Frequently ranked as top performing Sales associate among over 130 peers
- Participated In AXA Distributors Mentor Program, Mentor Pilot Program, Investment Roundtable, ToastMasters.
- Attended trade shows, conferences and seminars to promote Equitable annuities and develop new business opportunities.
- Enhanced success of advertising strategies by boosting engagement through multiple marketing approaches.
- Managed projects through effective budgeting, scheduling and complex problem-solving.
- Set up appointments with potential and current customers to promote new products and services.
- Adapted sales techniques to specific clients and promoted products based on individualized client needs.
- Forged and nurtured impactful relationships with customers to cultivate loyalty.
- Researched potential clients and markets to prepare for appointments.
- Interacted with problematic accounts, helping to build lasting rapport and boosting revenue opportunities.
- Developed strong organizational and communication skills through coursework and volunteer activities
- Gained strong leadership skills by managing projects from start to finish
- Excellent communication skills, both verbal and written
- Adaptable and proficient in learning new concepts quickly and efficiently
- Managed time efficiently in order to complete all tasks within deadlines
Education
Bachelor of Arts - Art History, Italian and Photography
University of Florida
Gainesville, FLSkills
Brand building
Timeline
Senior Product Manager
Income Discovery
03.2022 - 03.2023
Senior Product Manager
Equitable
06.2012 - 10.2021
Senior Regional Sales Associate III
Equitable Distributors
03.2007 - 06.2012
Bachelor of Arts - Art History, Italian and Photography
University of Florida
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