Certified Senior Product Manager with a passion for driving innovation in the life sciences, Pharma and MDx industry. Skilled in developing and executing strategies to enhance product growth and competitive advantage. Proven track record of successful product launches and management. Experienced in influencing senior leadership with excellent communication and analytical abilities. Ready to contribute to Roche's dynamic team and shape the future of life sciences.
In current role, spearheaded penetration into new market segment, resulting in an impressive 32% revenue growth year-over-year for the business group. Notably, played a pivotal role in leading key team from LGC, Biosearch Technologies in supplying oligo synthesizer instruments for BioNTech's SARS-CoV-2 vaccine research, facilitating their partnership with Pfizer on their groundbreaking COVID-19 vaccination initiative in 2020.

Pragmatic Institute provide proven methodologies, adaptable resources, market-tested strategies and support. Institute focuses on building expertise and collaboration within and across product, data and design teams.
  
Completed the Pragmatic Institute Product Manager track (Foundations, Focus and Build), and successfully passed the course examinations with test scores equal to or better than 85%.
Skills developed – Business Plans, Buyer & Users Personas, Competitive Assessment, Feature Prioritisation, Gap Analysis, Market Segmentation, Positioning, Product Delivery, Product Management, Product Planning, Requirements Writing, Roadmaps and Win/Loss Analysis.

Pragmatic Institute

Acquired extensive knowledge in study of chemistry within biological processes, with a particular emphasis on genomic translation and transcription. 
Demonstrated a high level of practical application throughout the degree program, honing essential laboratory skills and techniques. Developed a profound understanding of the area of interest, specialising in the transcription and translation of genetic material.

University of Edinburgh

I developed and executed a long-term vision and digital product roadmap for the Nucleic Acid Chemicals product portfolio, securing buy-in from the Director of Research & Engineering and Marketing Director. Leading the project team, I managed the portfolio by creating a detailed product roadmap and implementing a go-to-market strategy, which included introducing new business models. To maximise sales, I prepared business cases and educated stakeholders on product features and benefits. I collaborated with Business Development and Software teams to identify growth opportunities. My focus on building product data assets and developing a comprehensive product management strategy led to around 40% business growth, with revenue in the £43-48m range. I owned and delivered the NAC marketing plan, achieving an impressive ROI of 9:1. I updated the product positioning strategy to align with marketing tactics and supported the Marketing team in developing a strategy. Collaborating with the e-Commerce team, I optimised conversion paths on product pages and implemented strategic calls-to-action. I measured and optimised the buyer journey through the e-Commerce website. I created various product marketing collateral, including commercial documentation, product videos, and online guides. Additionally, I provided training to global Commercial teams, ensuring effective product knowledge. Routine gathering and analysis of data on customers, competitors, and market opportunities ensured ongoing success. I engaged with market leaders to capture the Voice of Customer and develop product requirements. I managed the product lifecycle, addressing product changes with significant business impact, while supported QA in improving processes for high-quality software development.

Professional reference from current Business Unit Manager/ Director

Reference.pdf

Senior Product Manager

I spearheaded product management efforts for the immunohematological IVD Medical Device portfolio, driving global market expansion across EMEA, America, LATAM, and APAC regions. This initiative contributed to a remarkable +26% increase in portfolio revenue year over year.
Collaborating with cross-functional teams, including Sales, Marketing Communications, and key stakeholders within Executive teams, I proposed and successfully launched new products tailored to diverse markets. I established and implemented quarterly revenue forecasting, ordering, shipping, and invoicing processes, which fortified Supply and Quality agreements with suppliers and customers.
Partnering with Operations and Planning/Purchasing teams, I formulated comprehensive Marketing and Operating Plans for both existing and new product lines. I designed and executed a logistics solution, enabling efficient delivery of temperature-sensitive IVD products from OEM suppliers in APAC to global end-user markets.
I prepared comprehensive launch packages and promotion plans for new and existing products, facilitating successful market expansion internationally. Working closely with Regulatory Affairs under ISO 13485 IVD Directive, I navigated entry into new international market territories, ensuring compliance with relevant regulations.
In terms of market enablement, I collaborated closely with the Market Development team to develop effective product positioning and strategies, optimising target market appeal and ensuring strong ROI. I executed marketing activity strategies, competitive pricing, and compelling product value propositions, providing essential support materials to the global Sales team.
I also worked in tandem with R&D to bring new projects to fruition and assisted in launching these projects to selected customers.

Ali Ashraf

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