SUFIYAN ANWAR

• Managed the development and execution of corporate brand strategies for the ANZ region, aligning with global priorities while tailoring initiatives to local market needs.
• Oversaw end-to-end product introductions across medical and dental portfolios, coordinating cross-functional teams to ensure timely market entry, optimize adoption, and enhance brand presence.
• Maintained the Monthly Corporate Brand Scorecard and conducted category performance reviews, enabling data-driven decisions and tracking brand initiatives against KPIs.
• Owned brand financials, identifying growth opportunities in private label and owned brands, driving revenue and profitability through price positioning, promotional planning, and market gap analysis.
• Collaborated with global teams to share market insights, inform product requirements, and support innovation pipelines that strengthened the ANZ portfolio.
• Developed marketing briefs, campaign plans, and sales enablement tools including training guides, promotional collateral, and product education assets to boost team performance and customer engagement.
• Engaged internal and external stakeholders, leveraging Salesforce and regular alignment meetings to communicate priorities, coordinate initiatives, and achieve business objectives.
• Ensured consistent brand messaging and compliance across digital, print, and in-person channels, maintaining corporate governance standards and elevating brand equity across ANZ and HS group of companies.

• As Group Marketing Manager, I oversaw product marketing, communications, and digital strategies for Aged Care, Hospital, Rehab, and Plastic Surgery divisions.
• Conducted product/range rationalisation, pricing and competitor analysis for all medical devices in the Lift-Shift-Place portfolio, identifying market gaps that led to a 30% increase in sales and a 6% margin improvement.
• Managed the entire lifecycle of new product introductions, from creating sourcing briefs to developing marketing and sales plans, ensuring all commercial objectives were achieved within designated timelines.
• Secured the #1 market position for a key product Raizer II (Lifting Chair), increasing market share by 25% through refining product positioning, channel strategy, and messaging via training and education.
• Analysed marketing analytics to measure end to end campaign performance and used insights to increase average website conversions by 12% YoY.
• Responsible for managing the web (BigCommerce) and ERP (NetSuite) integration project and its implementation across 4 business units.
• Published quarterly newsletter for aged care & hospital customers.
• Provided technical product support and training to sales and customer service teams.
• Managed national conference calendar, webinars and training programs.

• Managed implants and biologics portfolios for BioHorizons, Camlog Biotechnologies GmbH, Australian Biotechnologies, and J&J, driving portfolio growth and adoption across ANZ.
• Collaborated with APAC and EU product teams to launch new implant and biologics lines in Australia and New Zealand, implementing region-wide marketing plans that supported target revenue and market share growth.
• Oversaw surgical and biologics consignment stock and replenishment for corporate accounts, reducing stockouts and improving inventory turnover by 10%.
• Developed sales enablement tools including brand new surgical website, brochures, charts, talk tracks, and presentations to enhance account managers’ and customer service teams’ product knowledge and engagement.
• Forecasted quarterly inventory levels and partnered with purchasing teams to place special orders, minimizing backlog on high-demand SKUs and optimizing supply chain efficiency.
• Audited and updated surgical product pages on the e-commerce platform, implementing SEO optimizations that increased website traffic and online engagement by 20%.
• Partnered with KOLs to deliver implant and biologics training for dentists and maxillofacial surgeons, enhancing clinician engagement and adoption of new products.

Managed strategic supplier portfolio, including Colgate, Coltene, EMS GmbH and Scican.

• Formulated and implemented brand growth plans - pricing/channel/promotions, including pipeline for brand portfolios.
• Developed integrated marketing campaigns to drive brand awareness, engagement, and conversion through digital channels.
• Tracked expenses, monitored campaign performance, and adjusted promotional spending as needed to achieve strategic portfolio objectives.
• Analysed performance vs. Plan & identified actionable insights to continuously optimise strategy and execution.
• Successfully launched Colgate's Hygiene Range (Palmolive and Ajax) in dental channels, contributing to a 30% increase in sales for the overall Colgate portfolio.
• Worked with purchasing and inventory teams to optimise stock levels, reduce backorders, and minimise inventory provision.
• Ran monthly supplier briefing sessions to align marketing and sales objectives.

• Worked alongside Marketing Manager ANZ and Brand Management team to coordinate product and promotional plans aligned with EBOS Healthcare overall business strategy.
• Junior Brand Manager for Corin, Espiner, Endomag and Asaleo Care.
• Supported surgical and consumables portfolio by utilising digital channels to effectively market products, courses, and rental services.
• Participated in testing and rollout of e-commerce/CRM integration project for the new EBOS Healthcare website: eboshealthcare.com.au.
• Conducted market research on competitors and provided insights on promotional tactics.
• Managed social media channels, website content updates and implemented SEO & SRP strategies for Tier 1, Tier 2 and Tier 3 products.
• Managed national conferences, trade shows, and lunch-and-learn sessions for hospital and aged care divisions.
• Ran monthly territory sales/budget reports and generated insights for sales and marketing alignment meetings.

Managed product lifecycle, from creating new product briefs to updating existing product and sales plan.

• Monitored market trends and maintained comprehensive competitor database, tracking plans, products, promotions, and trade activities.
• Developed integrated marketing communication strategies to enhance product support and elevate Felton's brand awareness.
• Coordinated trade marketing activities, including trade shows, BBQ events, CPD courses and product display requests from merchants, specifiers, and territory managers.
• Worked on project team for Felton's award winning 'Agoxijet'- water saving technology, which received Innovation Award at Fieldays Expo.

• Collaborated with cross functional teams to develop strategic product plans and conducted market research using GFK database on consumer electronics.
• Developed MRDs (market requirement documents), PRDs (product requirement documents), and marketing plans to strategically position products against global market competitors.
• Prepared marketing reports by collecting, analysing, and summarising sales data for southeast Asian markets.
• Collaborated with Digital Marketing team to promote products through online campaigns, including creative development, website refreshes, microsite development, and e-mail marketing.
• Worked closely with merchandising and account executives to develop strategies that generated increased sales of selected core product lines during seasonal sales cycle.