LISA UNDERWOOD

SUMMARY
Marketing/Product Manager with experience working with medical device and pharma
ceutical products. Demonstrated ability to launch and manage products and servic
es. Strong customer focus with the ability to identify market needs to deliver
profitable revenue growth. Areas of expertise include:
* Brand/Product Management
* Budget Management
* New Product Development
* Marketing Strategy Development
* Marketing Collateral Development
* Sales and Production Forecasting
PROFESSIONAL EXPERIENCE

HEIDELBERG ENGINEERING, Vista, CA 2006-2010

Senior Product Manager
Managed and led the marketing, sales, and public relations initiatives for an op
hthalmic diagnostic medical device product line meeting targeted sales plan.
X Initiated the repositioning of existing product line resulting in the developm
ent of a global campaign and a 50% increase in domestic unit sales.
X Developed strategic alliances with non-competing pharmaceutical and device com
panies resulting in a 25% increase in medical marketing programs.
X Increased selling price by 20% by initiating targeted customer mail campaigns
and sales compensation plan resulting in a 50% increase in revenue.
X Directed a professional speaker program across all product lines resulting in
a 50% increase in podium presence.
X Planned and directed all communication, ad placements, e-blast, and direct mai
ler for national conventions across multiple product lines resulting in a 27% in
crease in revenue over prior year.

ADVANCED MEDICAL OPTICS, Santa Ana, CA 2004 - 2005

Product Manager
Managed and led the marketing and public relations initiatives for a $42 million
medical device product line which exceeded the sales plan by ten percent.
X Increased the profit margin by discontinuing a low margin opthalmic device pro
duct line while successfully transitioning the customer base to a higher margin
product.
X Directed the public relations strategy of mature ophthalmic and glaucoma devic
e product lines resulting in a 100% increase in publication coverage.
X Developed a customer service plan to manage the backorder of a $5 million doll
ar product line resulting in no significant loss of the customer base and a 5% i
ncrease in sales.
X Increased product awareness through the design and development of a physician
speaker kit used at professional conventions resulting in a consistent marketing
message.
NESTLE, Glendale, CA 2003 - 2004
Marketing Manager
Managed and led the new product development of a $40 million global clinical nut
rition portfolio ensuring the continuous delivery of high margin products to the
development pipeline.
X Led cross-functional product development teams by coordinating/delegating tech
nical and administrative responsibilities, identifying critical action items and
driving the team to achieve project milestones.
X Developed and managed the design and development of new products to support bo
th short and long-term business strategy with projected sales of $7 million.
X Initiated three new product concepts and in conjunction with product developme
nt team, developed product specifications and project schedules resulting in the
Global Executive Nutrition Teams approval.
X Streamlined the product development concept phase by initiating a process for
an integrated and cross-functional team approach to product development.
X Reduced cost by 25% while developing and upgrading sales collateral.
B. BRAUN MEDICAL, Irvine, CA 2000 - 2003
Product Manager
Managed the marketing of a $10 million intravenous pharmaceutical product line a
nd the pharmacy outsourcing services division generating $40 million in sales.
X Planned, designed, and executed product launch of next-generation cardiac drug
designed to increase core business and profit margin.
X Developed strategic marketing plan resulting in a 50 % increase in sales.
X Presented marketing plan for new products to global executive marketing team r
esulting in approved capital of $12 million.
X Created and designed promotional programs and campaigns (brochures, sell sheet
s, convention exhibits, journal advertising, promotional items) for new and exis
ting products and services.
X Developed marketing plans for new product from conception to market introducti
on and coordinated activities and issues with cross-functional departments.
X Increased corporate visibility in the pharmacy industry by developing the corp
orate image, designing a web-site, and producing sales materials.
ADDITIONAL PROFESSIONAL EXPERIENCE
Department of Human Services, Departmental Nutritionist
West Indies Corporation, Director of Marketing
EDUCATION & PROFESSIONAL DEVELOPMENT
Master of Business Administration, University of the Virgin Islands, St.Thomas,
USVI
Master of Science, Nutrition, Georgia State University, Atlanta, GA
Bachelor of Science, Dietetics, University of California at Davis, Davis, CA
AFFILIATIONS
The American Dietetic Association: Member
American Marketing Association: Member
OTHER
Registered Dietitian: #710128
Fluent in Italian and working knowledge of Spanish