Pooja Nandani Sinha
Rochester,NY
Summary
Dynamic marketing professional skilled in leading strategic initiatives that drive market penetration and brand engagement. Proven ability to translate market research into actionable insights, fostering competitive positioning and innovative marketing campaigns. Committed to enhancing customer experiences and achieving measurable results through collaborative leadership.
Overview
2
2
Languages
19
19
years of professional experience
Work History
Product Marketing Manager Ergonomic Lifting Devices
Gorbel
Rochester , NY
07.2020 - Current
- Supported qualitative and quantitative market research to identify customer needs and preferences.
- Reviewed competitor products to inform marketing strategy and tactics.
- Led product showcase webinars and training sessions for dealer audiences on a regular basis.
- Expanded market penetration for intelligent lifting devices through targeted marketing campaigns, video collateral, and related materials.
- Prepared sales presentations and product demos to train the sales team on product benefits and offerings.
- Work with a design team to align product features with market requirements by sharing market data and requirements to guide the product roadmap.
- Coordinated cross-functional meetings to improve product development processes.
- Trained team members on product features and benefits for clear communication.
- Developed product collateral and represented product at domestic trade shows.
- Improved website content through A/B testing to support higher conversion rates.
- Built lead nurturing programs through email campaigns for potential customers.
- Led strategic initiatives to improve organizational effectiveness, including DEIB program implementation and project completion.
- Supported business development projects that added new product features and reduced manufacturing time and costs on hoist product line.
Product Marketing Manager Gorbel Rehabilitation
Gorbel
Rochester, New York
03.2018 - 07.2020
- Created and led a virtual webinar series, enabling hundreds of facilities nationwide to access product demonstrations and market insights, generating valuable leads for a small sales team.
- Coordinated content creation for marketing materials, social media, tradeshows, and training programs, enhancing brand presence for Gorbel Rehabilitation.
- Partnered with clinicians to gather product insights and feedback for new product line extensions (Infinadeck).
- Conducted market research to identify customer needs and product opportunities.
- Developed a model to shorten the sales cycle through market research, identifying key attributes for leads that led to unit sales within 12 months.
- Shifted the sales strategy away from traditional sales hires toward ex-physical therapists who could speak peer to peer with directors of rehab and support the sales process in a new, credible way.
- Analyzed competitor offerings to refine positioning and messaging strategies.
- Led training sessions for internal and external teams on new product features and benefits.
- Supported cross-functional team in development and launch of SafeGait Active product.
Sr. Channel Marketing Manager
BAUSCH + LOMB
Rochester, NY
05.2015 - 02.2019
- Lead relationship manager for all broker relationships and distribution channel management for Vision Accessories products
- Coordinated branding and packaging rollout for vision accessories products across multiple suppliers, ensuring consistency and alignment with brand strategy
- Developed digital and print marketing collateral for vision accessories coop partnerships, including promotional items and brochures, to enhance visibility and engagement
- Identified actionable market insights through sales trend analysis and competitive reviews for key accounts, informing strategic decisions and marketing initiatives
- Managed advertising budgets and provided technical product support to ensure compliance with vendor program agreements.
Sr. Product Manager MedaCube
PHARMADVA
Rochester, NY
11.2014 - 03.2015
- Developed go-to-market strategy and downstream marketing activities, enhancing visibility and support for MedaCube product launch.
- Led construction of product positioning and commercialization strategy, leveraging primary market research and customer engagement to align offerings with market needs.
- Led creation of customer segmentation, product branding, and marketing communications materials to effectively target key audiences.
- Developed go to market strategy and downstream marketing activities for MedaCube product launch.
Associate Product Manager: Global Category Vital Signs
WELCH ALLYN
Skaneateles, NY
11.2011 - 11.2014
- Lead downstream go-to-market commercialization activities on new product launches, identification of market trends/competitive product analysis, sales forecasting, sales training, management of customer complaints and promotional program development for low acuity vitals product portfolio.
- Achieved 23% increase in year over year sales revenue of Connex Vital Signs Monitor through complete ownership of go-to-market commercialization activities for Office Profile launch into ambulatory care market segment
- Achieved migration of 100% of high business risk customers to loyal customer category and mitigated competitive threat by leading cross-functional team in go-to-market launch activities
- Led organizational alignment on product launch features and competitive advantages by developing and executing training for sales force, customer care, product service, and technical service teams
- Achieved unanimous approval of all product enhancements with end users by leading the creation and participating in the execution of usability research with live participants
- Developed new product positioning and messaging by engaging with market research agencies and overseeing research development efforts
- Accomplished competitive analysis and ongoing identification of market trends to inform new product development
- Became go-to technical product expert for ambulatory care supporting all low acuity vital products: Spot Vital Signs Device, Spot Lxi, Connex Vital Signs Monitor, Connex Integrated Wall Systems and Vital Signs Monitor 300
- Became product expertise and marketing lead for cross-functional teams in support of continued engineering changes and product obsolescence planning/execution
- Oversaw launch activities for the Office Profile product line.
- Created organizational excitement around new product solution by training customer care and sales force as well as leading executive team project updates
- Achieved alignment of all digital media, print media, press releases and distributor messaging by leading the Marcom team to develop collateral grounded in understanding of learners from market research
- Achieved product launch excitement with end users by creating a limited-time promotional offer in support of new product launch
- Migrated high risk/trapped customers into loyal customer category by direct outreach to upgraded installed devices free of charge in support of enhancing customer experience with WA products
- Lead engagement and development of the Welch Allyn relationship with an outside principal clinical investigator resulting in creation of educational collateral for blood pressure averaging resulting in high impact patient study and clinical white paper
- Led ongoing new hire/sales training on low acuity vitals product portfolio
- Managed interactions with high business risk customers and addressed product complaints through direct contact and execution of tailored support to enhance customer satisfaction
Multiple Positions
BAUSCH + LOMB
Rochester, NY
11.2007 - 08.2011
- Associate Brand Manager: Specialty Contact Lenses
- Led multiple projects on PureVision2 for Astigmatism product launch and developed marketing materials for professional and consumer targets.
- Lead development of professional and consumer product concept for launch platform
- Managed $2 Million new product launch budget within 2% variance to plan
- Led cross-functional team to develop and execute stop-gap consumer promotion, recovering product market share after four quarters of decline.
- Managed agency briefing and development of professional marketing materials resulting in exciting assets for field sales force as well as customers
- Lead monthly communication on initiative to the Vice President and the President of North American Vision Care to ensure alignment on product launch initiative with executive management
- Managed development of demand schedule to ensure manufacturing met global requirements
- Complete ownership and development of new budget and P+L monthly reporting process across 18 North American Vision Care budget departments as well as collaborative monthly partnership with finance department
- Raised employee and customer excitement around new product launch through development of multiple assets to create an exciting launch environment at B+L
- Lead cross functional teams to execute and deliver timely placement of professional advertising, sales training materials and consumer promotion on multifocal products
- Analyzed and presented insights from primary and secondary research for specialty lens products to assist the Sr. Brand Manager with strategy development.
- Marketing Consultant: FogShield Sport Product Launch
- Executed multiple components of the FogShield product launch, including packaging design, pricing development, promotional programs, social media, trade shows, sales materials, and sales force training.
- Developed and executed social media and viral marketing such as Facebook, Twitter and YouTube to drive brand awareness among target audience
- Developed and utilized consumer insights from primary and secondary research in support of brand strategy and marketing plan development
- Managed, coordinated and executed participation for key industry trade shows resulting in placement in multiple retail outlets
- Tested pilot sales development program for product outreach across multiple sports channels including paintball, ice hockey, scuba diving and motocross resulting in strategic decisions around effective channels for product placement
- Partnered and led agencies to execute sales materials including sell sheets, press kits, branded microsite, viral marketing video and magazine tip-ins via coordination with marketing agency
- Senior Marketing Analyst: Global Contact Lenses
- Performed quantitative and qualitative market analysis across Vision Care, Pharmaceuticals and Surgical business units with particular focus on contact lenses
- Derived and drove strategic use of consumer insights from secondary data resulting in development of brand strategy and regional marketing plans
- Provided market analysis and consumer insights in support of strategic global initiatives for PureVision and SofLens brands
- Analyzed secondary data resources and delivered quarterly reports providing business insights and market dynamics to executive management and CEO
- Developed regional and global product leadership claims using secondary data and industry resources
- Performed strategic competitive analysis of major products, customer testimonials and market shares of key competitors using annual and quarterly financial reports
- Participated and contributed to developing marketing platforms for product launch and core branding on assigned products
- Developed expertise in global secondary data resources and became the key contact individual for ad hoc data analysis
- March 2010-August 2011
Education
Master of Business Administration - Brand Management
SIMON GRADUATE SCHOOL OF BUSINESS
Rochester, NY12-2007
Master of Science in Business Administration - Marketing
SIMON GRADUATE SCHOOL OF BUSINESS
Rochester, NY06-2006
Bachelor of Arts - Economics
UNIVERSITY OF ROCHESTER
Rochester, NY08-2005
Skills
- Product marketing
- Market research
- Competitive analysis
- Product positioning
- Marketing strategy
- Digital marketing
- Lead nurturing
- Customer segmentation
- Customer engagement
- Sales enablement
- Marketing analytics
- Brand strategy
- Cross-functional teamwork
- Team management
Languages
Hindi
Native/ Bilingual
Spanish
Limited
Timeline
Product Marketing Manager Ergonomic Lifting Devices
Gorbel
07.2020 - Current
Product Marketing Manager Gorbel Rehabilitation
Gorbel
03.2018 - 07.2020
Sr. Channel Marketing Manager
BAUSCH + LOMB
05.2015 - 02.2019
Sr. Product Manager MedaCube
PHARMADVA
11.2014 - 03.2015
Associate Product Manager: Global Category Vital Signs
WELCH ALLYN
11.2011 - 11.2014
Multiple Positions
BAUSCH + LOMB
11.2007 - 08.2011
Master of Business Administration - Brand Management
SIMON GRADUATE SCHOOL OF BUSINESS
Master of Science in Business Administration - Marketing
SIMON GRADUATE SCHOOL OF BUSINESS
Bachelor of Arts - Economics
UNIVERSITY OF ROCHESTER