Sam Rosenbaum
Wayland, MA 01778
[Link]@[Link]
617-869-5370
Dynamic and passionate product leader with proven success in defining, creating & executing product
plans to ensure achievement of corporate goals.
Work Experience
Director of Marketing
Corza Medical-Westwood, MA
November 2020 to April 2024
• Collaborated closely with the Business Unit Leader in strategic and financial planning processes, driving
the creation of the business unit's vision, mission, and global portfolio strategy, resulting in a strategic
5-year plan designed to achieve targets.
· Spearheaded product development efforts, overseeing the seamless execution of product delivery
and market readiness through cross-functional collaboration across Engineering, Marketing, Sales, and
Technical Services, ensuring successful market introduction and adoption.
• Served as the internal product leader, championing the voice of the customer and representing the
interests of the business in engagements with key internal stakeholders including operations, quality,
regulatory, finance, sales, and international teams.
• Led sales technical training initiatives, defining training requirements and developing sales tools
necessary for the successful introduction of new products and sales campaigns within the product line.
• Conducted in-depth analysis of market data to derive insights, identify trends, and formulate actionable
strategies to capitalize on emerging opportunities.
· Developed relationships with subject matter experts and key customers to author content and to present
innovative thought leadership highlighting companies’ solutions.
Director of Marketing
Vecna Technologies-Burlington, MA
January 2017 to July 2020
· Successfully delivered comprehensive inbound and outbound go-to-market marketing plan. Marketing
tactics included email campaigns, thought leadership content,
SEO, print, LinkedIn Ads, tradeshows, and communication (PR). These tactics resulted marketing activity
directly supporting 80% of 2019 sales pipeline activity.
· Running a team of three people I was responsible for partnering with product team leadership supporting
existing and new product releases internally and externally delivering succinct messaging, awareness
and product positioning.
· Created marketing tools including opportunity evaluation framework for financial analysis strengthening
new client engagement opportunities providing sustainable tools supporting revenue growth.
· Collaborated with key commercial partners and product management to develop partnership product
positioning framework, pricing strategies, and go-to-market programs resulting in successful product
introductions.
· Created and measured customer insight driven demand generation campaigns delivering a 3x increase
MQL leads in 2019 vs 2018.
Product Marketing Manager
athenahealth-Watertown, MA
September 2015 to December 2016
· Delivered sales enablement content for specific customer segments. I personally created collateral,
webinar content, data sheets, case studies, customer presentations, event specific collateral, and
competitive analysis to enhance prospecting efforts for sales.
· Partnered across multiple service lines delivering upstream key messaging and lead nurturing programs
to support sales pipeline and maximize marketing activities.
· Created and delivered lead nurturing programs supporting 15% growth in sales pipeline utilizing newly
configured segmentation I created for programs.
· Lead creation of social media strategy programs to support brand awareness and maximize marketing
activities. Enhancements provided product management, sales and leadership with valuable visibility to
programs value and touchpoints as a result of regular updates and on-going reporting.
Senior Marketing Manager – (Software Solutions)
Cotiviti (Verisk Health)-Waltham, MA
January 2013 to September 2015
· Lead creation and execution of product plans for SaaS based software analytics solutions delivering
double digit growth in qualified lead generation activity.
· Produced innovative lead generation metrics programs succinctly connecting activity with program
tracking metrics delivering monthly reporting allowing management unprecedented ability to track and
report performance across customer segments.
· Delivered sales and training tools including, webinars, data sheets, case studies, customer
presentations, event collateral, and competitive analysis.
· Developed and owned relationships with subject matter experts and key customers to author and
present thought leadership highlighting companies’ solutions.
· Responsible for maintaining pricing strategy ensuring solution profitability and achievement of financial
commitments.
Director of Marketing– HIT Software Solutions
Optum (Division of United Healthcare)-Wakefield, MA
January 2011 to January 2013
· Marketing lead for planning and execution of SaaS services and solutions, delivering exceptional brand
value resulting increased year over year pipeline growth.
· Actively partnered with sales team participating in sales cycle at all points to communicate solution
strategy and differentiation resulting in customer wins valued at $30+ million in one-year period.
· Co-lead multiple cross-functional market research and in-depth strategic scenario analysis projects
providing recommendations to executive leadership, sales and product development on the impact of the
Affordable Care Act (ACA), opportunities for Optum solutions and challenges for patients as consumers.
• Created and supported delivery of interactive sales tools to the field organization and supporting new
product development and market introductions.
Marketing Manager – Ultrasound Solutions
Philips Healthcare-Andover, MA
September 2007 to December 2010
· Proactively led development of communications plans creating vehicles and messages for medical
device products to convey needs and image of the company to
B2C and B2B target personas.
· Developed and launched payer and channel communication strategy for field organization including
training materials allowing sales to collaborate more effectively with payers and partners during the
sales process.
· Responsible for leading for tactical execution of point of care ultrasound marketing plan allowing
business unit to achieve defined business objectives.
· Actively supported pricing and equipment configuration analysis collaborating with finance, product
development and supply chain teams to ensure opportunity alignment which drove increased system
sale of 5-7%.
Senior Market Research Analyst
Biogen Idec Inc.-Cambridge, MA
July 2004 to August 2007
· Responsible for market research supporting introduction of $750 million new MS
Biologic.
· Lead creation of consumer and healthcare provider key messaging to drive sales and advertising
differentiation. Persona based messaging provided targeted campaign strategy enhancing consumer
understanding of Biogen’s positioning increasing market share by 5% in nine months.
· Develop long-range timeline forecasts and competitive product profiles and for long-range strategic
planning purposes for business unit leadership enhancing value driving product planning strategy
direction.
· Conducted assessments of competitor products in development to understand potential impact on
Neurology business unit providing sales and marketing early messaging insights to drive positioning to
market.
Education
MBA in Marketing & Management
Bentley University
Bachelor of Arts in Political Science
Hobart & William Smith Colleges
Skills
• Customer Segmentation
• SaaS
• Financial Planning
• CRM Software
• Product Management
• Market Research
• Digital Marketing
• Forecasting
• Financial Analysis
• E-Commerce
• Analytics
• Product Development
• Branding
• Business Analysis
• B2B Sales
• Strategic Planning
• Marketing
• Time management
• Sales
• Organizational skills
• B2B
• Marketing automation
• SEO
• Salesforce
• Pricing
• Social media management
• Google Analytics
• WordPress
• Business development
• Performance marketing
