Lara Elizabeth Urfer
New York,NY
Summary
Successful marketing leader with proven accomplishments in driving growth and increasing profits. Articulate and driven leader with high energy and engaging personality. Hardworking team builder motivational in maximizing personnel performance and surpassing business objectives.
Overview
16
16
years of professional experience
1
1
Certificate
Work History
Senior Product Manager
Income Discovery
02.2022 - 03.2023
- Created product positioning strategies designed to achieve optimal market penetration.
- Presented category insights and new item recommendations to major retailers and led teams in developing marketing, pricing, product and sales strategies.
- Devised test plans to validate accuracy of IT projects.
- Updated customers and senior leaders on progress and roadblocks.
- Monitored and tracked project progress to support timely completion.
- Led cross-functional teams to successfully complete IT projects.
- Managed various IT projects to meet deadlines and customer requirements.
- Created pilot programs to increase adoption and usage by more than 100% with prospective customers.
- Created user guides, decks and reference aids to increase adoption and usage by more than 60% with existing institutional customers.
- Liaised with sales and marketing team to collect customer feedback, incorporating into subsequent production runs and development lifecycles.
- Managed relationships with supply chain partners, enabling necessary materials and hardware to remain readily available.
- Facilitated increased product awareness through promotion and innovative sales strategy.
- Developed marketing plans and strategy to promote specific products to target demographics.
- Coordinated innovative strategies to accomplish marketing objectives and boost long-term profitability.
- Managed product demonstrations and testimonials for performance evaluation.
Senior Product Manager. Design and Implementation
AXA Equitable
06.2012 - 10.2021
- Support implementation of new products and product changes in orderly and timely fashion
- Develop and maintain detailed business specifications
- Draft field bulletins, product guides and other communication items as needed
- Support ideation & design discussions for life product portfolio
- During product design phase, provide analysis and support as needed to design appropriate life products to meet customer needs and profitability measures
- Participate in and support interdepartmental test committee for new product introductions and product changes
- Support marketing story for fixed product portfolio
- Review training and marketing pieces for latest product enhancements, sales concepts and competitive rank
- Answer questions and provide resources to wholesalers and advisors
- Provide ad-hoc product analysis and support as needed
- May include sales tracking, financial analysis, competitive analysis, distribution surveys, governance submissions.
- Act as representative for Product area in other cross-departmental projects
- Interface with various functional areas in supporting product initiatives including IT, Product QA, Illustrations, Pricing, Project Management Office
- Filling, Legal, Marketing and Distribution.
- Identified opportunities for new products and improvements to existing products to increase sales.
- Conducted market research to understand customer needs and identify potential opportunities.
- Created and executed strategies to drive development and success of products.
- Maintained internal product knowledge database.
- Created product roadmaps to help guide product development processes and align with overall business goals.
- Oversaw development of more than 3-4 new products each year.
- Directed concept design, feature definitions and production support.
- Identified opportunities for new products and improvements to existing products to increase sales.
- Contacted proper stakeholders to share changes to project scope and timelines.
Senior Regional Sales Associate
AXA Distributors
03.2007 - 05.2012
- Responsible for West Coast Relationships for both retail and independent advisors
- Brought in thousands of new customers to maintain sustainable revenue streams.
- Implemented marketing strategies and techniques, increasing revenue, and customer satisfaction.
- Handled customer inquiries and suggestions courteously and professionally.
- Developed incentives, achieving sales targets to increase revenue.
- Implemented initiatives to improve customer satisfaction and increase repeat business.
- Represented company at industry events to promote Equitable Annuity products.
- Exceeded revenue objectives of $35-40 million per quarter.
Education
Bachelor of Fine Arts - Art History, Italian, Photography
University of Florida
GainesvilleSkills
- Business-to-Business (B2B)
- Knowledge Base
- Product Positioning
- Strategic Planning
- Product Roadmaps
- Product Development
- Analytical Skills
- User Acceptance Testing (UAT)
- Competitive Analysis
- Reputation Management
- Business Relationship Management
- Customer Relationship Management
Timeline
Senior Product Manager
Income Discovery
02.2022 - 03.2023
Senior Product Manager. Design and Implementation
AXA Equitable
06.2012 - 10.2021
Senior Regional Sales Associate
AXA Distributors
03.2007 - 05.2012
Bachelor of Fine Arts - Art History, Italian, Photography
University of Florida
Certification
Series 6, Series 63 and Life Insurance Licenses
Work Availability
monday
tuesday
wednesday
thursday
friday
saturday
sunday
morning
afternoon
evening
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Languages
French
Limited Working
Italian
Limited Working
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