Summary
Overview
Work History
Education
Skills
Projects
Summary - Executive Summary
Internship
Accomplishments
Timeline
Generic

Nikita Shah

Bangalore

Summary

With ~10 years of experience in driving product strategy, launches, marketing management, and sales within the medical device sector, I currently spearhead the introduction of next-generation robotic platforms, instruments, and digital solutions at Intuitive. In this role, I oversee product positioning, go-to-market strategies, and pricing models to enhance market penetration, and profitability. My career includes successful product management, market expansion & sales with industry leaders such as Zimmer Biomet, Becton Dickinson (BD), and Intuitive Surgical. Recognized with multiple awards, I am known for managing complex, strategic projects that drive business growth. My approach integrates creative marketing solutions with analytical rigor, ensuring impactful outcomes in competitive and regulated markets.

Overview

9
9
years of professional experience

Work History

Product Marketing Manager

Intuitive Surgical
Bangalore
06.2023 - Current
  • Led Product Marketing Strategy: Spearheaded upcoming product launches for systems, instrument accessories, and digital solutions, including the Single Port Robotic System, E-200 Generator, and Gen4 Telepresence.
  • Business Case Development and Market Forecasting: Developed and presented comprehensive business cases for product launches, collaborating with cross-functional teams to analyze market potential, forecast revenue, and define pricing strategies.
  • Technology Adoption & Penetration: Drove the adoption of advanced technologies such as SureForm Staplers, Vessel Sealer Extend, and My Intuitive App. Achieved 100% year-over-year growth in SureForm Staplers by enhancing KOL development, engagement, and advocacy.
  • End-of-Life (EOL) Management: Managed the EOL process for legacy products, ensuring a smooth transition to upgraded solutions through market analysis, VOC, and benchmarking.
  • Strategic Partnerships & Stakeholder Engagement: Collaborated with product development, sales, and operations teams to execute product launches, and ensure successful market adoption.
  • Performance Tracking: Monitored product performance using key metrics and KPIs, making data-driven adjustments to optimize product positioning and market impact via QTI tools.

Marketing Manager

Becton, Dickinson and Company
Gurgaon
11.2020 - 06.2023
  • Portfolio Management & Performance Tracking: Oversaw a $10M portfolio in oncology and nephrology devices, managing key metrics such as revenue, sales, market share, and profitability.
  • Strategic & Tactical Planning: Developed a 3-year strategic plan for the product portfolio, including annual operating plans, budgets, and expansion strategies for geographical growth.
  • Marketing Campaigns & KOL Engagement: Led marketing campaigns based on customer and patient needs to drive technology adoption. Effectively managed KOL relationships, conducted healthcare provider (HCP) training, and organized consensus guideline sessions, and advisory board meetings to drive advocacy. Promoted awareness through PR and digital campaigns.
  • Sales Training & Collateral Development: Delivered product training to sales teams, created content, and developed marketing materials for targeted communication, ensuring alignment with market needs and sales objectives.
  • Forecasting and Inventory Management: Worked closely with the supply chain management (SCM) team to manage rolling forecasts and inventory for priority products, ensuring effective product availability.
  • Achieved Strong Portfolio Growth: Achieved 115% of portfolio targets in 2022, with 53% overall growth driven by significant gains in Ports (62% growth) and CDC (46% growth).
  • Market Penetration Expansion: Increased penetration of ports in India from 6% to 9% for cancer patients.

Associate Product Manager

Zimmer Biomet
01.2018 - 10.2020
  • Led the Knee portfolio ($16M) and emerging technologies portfolio ($7M), defining 5-year strategic plans, annual operating plans, budgets, and targets.
  • Launched a $2M Sports Medicine portfolio in collaboration with sales leadership and cross-functional teams (local, regional, global).
  • Developed and executed marketing campaigns based on competitive analysis, customer needs, and brand performance to meet portfolio goals.
  • Created strategies for new user acquisition and retention while cultivating relationships with key orthopedic opinion leaders.
  • Achieved 104% of the portfolio target in 2019, with Oxford (30%) and Vanguard (23%) brands leading growth.
  • Drove surgical portfolio growth to 112%, surpassing targets by 133% in 2018.

District Sales Manager

Zimmer Biomet
06.2016 - 12.2017
  • Drove end-to-end sales development through technical presentations and executive meetings.
  • Onboarded key institutes, enhancing market awareness and driving sales for Nanavati Hospital.
  • Managed channel partner relationships to ensure efficient product distribution.
  • Collected market potential and competitive landscape data for strategic planning.
  • Achieved 130 percent of sales target through effective strategies.
  • Delivered 49 percent growth by securing 16 new conversions.
  • Effectively managed key opinion leaders critical to business success.

Education

Master of Business Administration - Pharmaceutical Management

University of Mumbai
NMIMS School Of Business Management
04-2016

Bachelor of Pharmacy -

University of Mumbai
MET - Institute Of Pharmacy
04-2013

Skills

  • Robotic marketing
  • New product launches
  • KOL management
  • Pricing strategy and analysis
  • Category development
  • Product marketing and P&L

Projects

Zimmer Biomet, Suggested brand strategy & tactical program for Oxford Partial knee. This helped in achieving 20% growth for Oxford in 2018., 06/01/17 - 06/01/18 BD, Worked on accelerator project for GTM for UCC business in India., 11/01/21 - 03/31/22

Summary - Executive Summary

~10 Years of experience in Marketing, Sales & Product in Healthcare Industry. Having worked with Medical Devices, I am hands on with best practices & effective marketing strategies. My amiable nature, strong communication skills & analytical thinking makes me a great team player & a significant contributor. I'm a self-driven believer with a 'can do' attitude.

Internship

Summer Internship with Allergan, India

 Market Research for Artificial Tears: Perception mapping study with reference to Refresh Tears, Executed Perception Mapping at Doctor and chemist level based on Primary Research, Strategy for the mature Brand Refresh Tear having stagnant growth in highly cluttered market

Accomplishments

  • Three spot awards for driving customer-centric campaigns at BD
  • Front runner for FY’22, Braveheart for customer excellence – External
  • Awarded Best Product Manager at Zimmer Biomet for driving the knee replacement portfolio
  • Impact Award for innovative campaign and marketing transformation – May 2018
  • Awarded Best Employee of the Year, 2017, for outstanding performance in sales

Timeline

Product Marketing Manager

Intuitive Surgical
06.2023 - Current

Marketing Manager

Becton, Dickinson and Company
11.2020 - 06.2023

Associate Product Manager

Zimmer Biomet
01.2018 - 10.2020

District Sales Manager

Zimmer Biomet
06.2016 - 12.2017

Master of Business Administration - Pharmaceutical Management

University of Mumbai

Bachelor of Pharmacy -

University of Mumbai

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