Summary
Overview
Work History
Education
Skills
Languages
Timeline
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Astrid Yu

Sacramento

Summary

Product Marketing Manager with three years of experience in the MedTech industry, and a solid background in digital and campaign marketing. Skilled in global product launches, go-to-market strategy, and cross-functional collaboration. Demonstrated ability to engage KOLs, enable sales teams, and drive data-informed marketing decisions. Experienced in managing full product lifecycles and aligning clinical, commercial, and R&D stakeholders. Eager to apply my marketing expertise and strategic mindset to the orthopedic and surgical device space, to support innovative product growth.

Overview

10
10
years of professional experience

Work History

Global Product Marketing Manager

ZEISS
01.2022 - Current
  • Led global marketing strategy for capital and consumable product lines, including SL 800 and HFA3, driving strategic roadmap planning, and long-range market positioning.
  • Owned end-to-end product marketing responsibilities, from upstream planning and VOC, to downstream GTM execution, lifecycle management, and sales enablement.
  • Developed annual strategic marketing plans, incorporating competitive analysis, opportunity assessment, and revenue forecasting.
  • Executed go-to-market plans for new and legacy products, including value-based messaging, positioning, and field campaign support.
  • Partnered with R&D, Clinical, Regulatory, and Sales teams to align product development with market needs, and ensure successful global launches.
  • Built relationships with global KOLs to validate features, develop messaging, and support clinical advocacy.
  • Coordinated presence at global congresses and trade shows, managing product demos, surgeon education, and brand visibility.

Campaign Coordinator

Lifo Inc.
10.2020 - 12.2021
  • Managed influencer and social marketing campaigns, resulting in a 50% increase in digital engagement.
  • Led seasonal marketing efforts that contributed over $145K in incremental revenue.
  • Scaled marketing efforts to TikTok and YouTube, expanding influencer reach by 250%.
  • Enhanced operational efficiency by 20% through improved internal reporting and campaign tracking workflows.
  • Collaborated with design, brand, and sales teams to ensure consistent messaging, and effective promotion across channels.

Campaign Specialist

Shenyang Yuzhilong Culture Media CO.,Ltd (Mainland China)
08.2015 - 08.2016
  • Supported digital and broadcast campaigns for Liaoning Television's commercial brand partners.
  • Led strategy and execution of social media campaigns, increasing brand awareness by 30%.
  • Managed online storefront operations, improving traffic and conversion through UX optimization and digital promotions.
  • Gained foundational skills in marketing analytics, creative direction, and cross-team coordination.

Education

Bachelor of Science - Machenical Engineering

Fachhochschule Technikum Wien (University of Applied Sciences)
Vienna, Austria
01-2019

Associate degree - photography

Liaoning Communication University
Shenyang, Liaoning
01-2017

Skills

  • Go-to-Market Strategy
  • Product Lifecycle Management
  • Market & Competitive Analysis
  • Sales Enablement
  • KOL Engagement
  • Product Launch Execution
  • Cross-Functional Collaboration
  • Data-Driven Marketing
  • Forecasting & Revenue Analysis
  • Campaign Management
  • Fluent in English, German, and Mandarin

Languages

English
Full Professional
German
Full Professional
Chinese (Mandarin)
Native/ Bilingual

Timeline

Global Product Marketing Manager

ZEISS
01.2022 - Current

Campaign Coordinator

Lifo Inc.
10.2020 - 12.2021

Campaign Specialist

Shenyang Yuzhilong Culture Media CO.,Ltd (Mainland China)
08.2015 - 08.2016

Bachelor of Science - Machenical Engineering

Fachhochschule Technikum Wien (University of Applied Sciences)

Associate degree - photography

Liaoning Communication University

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Astrid Yu