Anat Kotler
Product & Marketing Leader
Summary
A product & marketing leader with over 10 years of experience in the field of medical devices. Passionate about communicating complex ideas in a simple language anyone can understand. I enjoy working in cross-functional teams and help creating alignment around a vision and a roadmap. Aside from my positive approach and strong self-motivation, I bring substantial experience as a team leader, a combination of strategic vision and a hands-on attitude, and an enthusiasm for great products and fast-paced environments.
Overview
13
13
years of professional experience
7
7
years of post-secondary education
Work History
VP of Product & Marketing
Venus Concept
01.2022 - Current
- Venus concept (merged with Restoration Robotics in 2019 (NASDAQ: VERO)) / I'm with the company since 2014
- Currently leading the company’s product strategy, Marketing strategy & product portfolio consists of 10 products with an annual revenue of ~ $100M
- Deliver product briefings and presentations on key product messages to Investors, board members, KOLs, regional Sales Managers and others
- Responsible for global product GTM strategy, including launch plans, Business models & pricing models
- Responsible for the commercialization plan of new products & product improvements. Launched a new product in 2022, which resulted in over 30% YoY grow in its category
- Responsible fot the digital marketing strategy, optimizing ROI in various channels, increasing demand generation and brand awareness in both B2B and B2C
- Create sales enablement programs and tools that support customer engagement, acquisition, conversion, and retention.
- Establish collaborations with KOLs & medical advisory boards globally to better position company’s products, managing the relationship from new product development initiatives through launch and successful commercialization
- Research competitive products on a routine basis and conducted competitive analysis to support company’s unique value proposition
- Accountable for defining and driving the company’s short- and long-term product roadmap, prioritizing product development activities on the basis of expected value & growth opportunities
- Responsible for setting KPI’s and Monitoring product & business-related metrics to optimize performance
- Collaborate with internal teams and external partners to design training programs and develop medical educational content and resources for customers
- Evaluate new partnership opportunities with emerging technology companies to supplement our product portfolio and expand our offerings
- Leading a team of 12 employees in US, Canada and Israel
Director of Product- Robotics & EBD
Venus Concept
07.2014 - 01.2022
- Developed and executed commercialization plans for new and existing products and delivered differentiated value in line with the company's strategic objectives
- Researched competitive products on a routine basis and conducted competitive analysis to support company’s unique value proposition
- Acted as the product's digital voice, and continuously strived for optimization, additional channel identification and built strategies to increase product awareness and demand generation
- Acted as the product champion, instilled a sense of excitement about our products internally and externally
- Provided internal thought leadership in strategic discussions and stayed current on the latest trends in the field via market research, advisory boards discussions, and industry congresses and associations
- Developed customer relationships and extracted customer insights from field and market intelligence to refine key messaging, customer segmentation and strategic operating plans
- identified product-market fit, Provided product requirements, UI/UX definitions, ergonomic needs and customer feedback
- Launched a novel IoT platform enabling thousands of company’s products to report real-time usage data and provide business insights
- Drove the development & implementation of data analytics tools and data-based products improving customer success programs, identifying upsell and unique business partnership opportunities and providing new offerings for existing customers
- Collaborated closely with Engineering & R&D to coordinate product development activities and to expedite time to market
- Developed strong communication and organizational skills through working on multi-disciplinary group projects
- Demonstrated leadership skills in managing projects from concept to completion
Product Marketing Manager
Syneron Candela
01.2013 - 06.2014
- In this role I was responsible for managing product life cycle activities from idea through to successful commercialization
- Created voice of customer surveys and visited doctors and clinics to conduct Usability interviews, as part of drafting product requirements for new product lines
- Defined the product story, key selling points, go to market strategy & led the branding activities
- Communicated value and position to sales team and developed tools to support selling process.
- Delivered detailed design inputs and requirements including UI/UX requirements & wireframes
- Developed launch plans and strategies for new product introductions and product line extensions
- Developed pricing strategies and business models adapted by different market channels.
- worked closely with clinical, regulatory, operations and other teams to manage all aspects of product life cycle
- Work with cross-functional stakeholders to implement systems for collaboration and improve visibility of projects across the organization, leading to a robust product pipeline
Regulatory Affairs Manager
Syneron Candela
01.2010 - 01.2013
- In this role I led the company's global regulatory activities - including advising on and influencing corporate strategy
- Additionally, I oversaw regulatory compliance of products added to the company portfolio following mergers and acquisitions
- Submitted for FDA, CE and Global regulatory clearances & approvals
- Supported global reach & revenue growth, by gaining regulatory approvals in key markets worldwide .
Education
M.B.A -
The College of Management
01.2011 - 01.2013
M.Sc - Molecular Biology And Biotechnology
Technion
01.2007 - 01.2009
B.Sc - Biology
Technion
01.2004 - 01.2007
Skills
Go-to-Market Strategies
Additional Information
• Mentoring junior Product managers of the LGBTQ Career community
Volunteer work
• Managed the product definitions for “Inspira” Educational Podcast aimed at promoting female entrepreneurship
Timeline
VP of Product & Marketing
Venus Concept
01.2022 - Current
Director of Product- Robotics & EBD
Venus Concept
07.2014 - 01.2022
Product Marketing Manager
Syneron Candela
01.2013 - 06.2014
M.B.A -
The College of Management
01.2011 - 01.2013
Regulatory Affairs Manager
Syneron Candela
01.2010 - 01.2013
M.Sc - Molecular Biology And Biotechnology
Technion
01.2007 - 01.2009
B.Sc - Biology
Technion
01.2004 - 01.2007
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