Case 01
OR instrument optimization
One missing instrument makes a whole surgical set unusable, and idle sets are silent P&L bleed.
Read the caseMarketing Leadership · Commercial & P&L Acumen · Middle East & South Asia
I turn customer insight into portfolio growth.
17 years across MedTech and consumer marketing, backed by commercial and P&L instincts. A $26M portfolio. Two regional launches. And since 2023, a brand I helped run end to end as part of a three-person founding team.
17
Years experience
15
Regional markets
$26M
Portfolio led
$1M
Marketing budget
8,000+
SKUs
2
Regional launches
01
How I Work
I start by understanding what clinicians, consumers and teams need, then shape a practical way forward.
01
Identify patterns in clinical and customer needs, and adapt the portfolio or market approach accordingly.
02
Guide portfolios through their full lifecycle, from launch and adoption through repositioning and retirement.
03
Turn clinical insight into practical market solutions teams can actually implement.
04
Build ongoing relationships with KOLs and customers, not one-off engagement activity.
05
Develop teams through feedback, shared learning and increasing responsibility.
06
Create practical launch-excellence and digital tools that make everyday work easier.
02
Solving Commercial Problems
The most useful commercial insights begin where the work happens: in the operating theatre, in the consumer inbox, and in the friction points that data alone does not explain.
Case 02
Patient awareness at scale
The region's first online patient awareness campaign, 1.1M reached, 8M+ impressions.
Watch & read
Case 03
KOL engagement engine
An algorithm-based drip campaign tiered to each clinician's influence. 79% open rate.
Watch & read
Case 04
Continuum of care
One implant-agnostic knee app, so every patient is supported through recovery.
Read the case
Case 05
Salesforce enablement
Dense clinical evidence distilled into #POCKETVIDEOS, adopted by 100 reps at zero cost.
Read the case
Case 06
Consumer win-back at scale
Personalised email win-back across two premium brands, reacquiring 5% of lapsed customers.
Read the case
Case 07 · UNTAM3D
Running a D2C brand end to end
Margin-first channel strategy and full-stack solo operations, run by a three-person founding team.
Read the caseBuilt
Case 08 · Gated
Surgery awareness platform
A working, compliant patient-to-surgeon tool. Zero personal data stored. The mechanism stays private.
Request access03
Selected Results
Selected examples of regional portfolio leadership, launch discipline and capability building.
01
Led marketing for a $26M hip and knee portfolio across 15 Middle East markets and 8,000+ SKUs.
02
Launched two regional brands in three years, reaching 5% and 12% market share.
03
Protected approximately $1M through instrument optimisation.
04
Led pre-launch commercial operations and go-to-market for a robotics surgery platform.
05
Supported MDD-to-MDR regulatory transition across 15 markets with zero stock disruption.
04
What colleagues say
“
Amazing marketer with strong commercial acumen who can drive business turnaround and has the capability to inspire colleagues to achieve better results.
“
I appreciate her self-starting approach, customer centricity, marketing expertise, her positive attitude and generosity in sharing her newly acquired skills. The two projects she worked on were very successful and served other countries to explore similar activities in the social media space.
“
Highly skilled and talented marketeer. Very organized, result oriented and collaborates really well with all functions to achieve best business outcomes. Shaonie is an end to end thinker and loves to challenge others to improve and streamline processes.
05
Experience
Regional growth strategy, launches, and portfolio leadership across the Middle East and South Asia.
2017
2023
2023
Two marketing roles, one promotion
Marketing Manager, ATTUNE Knee ($7M) · Mumbai · 2017–19
I led marketing for the $7M Premium Knee portfolio. Two integrated campaigns, including Ask the Right Questions, delivered a 5.6% share gain, engaging 2,000+ surgeons and HCPs through 3 roadshows and 20 preceptorships, reaching 7.9M print and 18M online readers. To anchor differentiation where it matters most, with clinicians, I led the region’s first local health economics (HEOR) study, authoring value documentation for payer engagement.
Marketing Manager, Joints Reconstruction ($26M) · Dubai · 2019–June 2023
I led marketing for a $26M hip and knee portfolio across 15 Middle East markets, 8,000+ SKUs, managing a team of product managers and trainees. I launched two brands in three years to 5% and 12% share, drove focused products to 18% growth and 167% NPI achievement, ran pre-launch commercial operations for a robotics surgery platform, and steered MDD-to-MDR transition planning with Regulatory and Supply Chain to avoid stock disruption.
2015
2017
2017
Senior Manager, Marketing
Consumer growth and customer win-back
On a matchmaking platform with 8M+ success stories, I drove lead conversions for two premium brands on a $0.6M budget, lifting revenue 7%, and reacquired 5% of lost customers through a personalised win-back strategy. On the CSR side, I helped deliver #Notforsale, a national anti-dowry digital campaign that drew 200K+ views and won an IAMAI award.
2013
2015
2015
From product management to regional sales
Product Manager, Patient Monitoring & Airways · Mumbai · 2013–14
I led portfolio planning, forecasting, and go-to-market strategy across India, Bangladesh, and Sri Lanka, launching the region’s first wet-lab clinical training experience.
Regional Sales Manager (West), Ventilators ($1.2M) · Mumbai · 2014–15
I managed the $1.2M West India ventilator business with a team of two. On private key accounts, I won back three key customers and rebuilt the brand’s standing through regular field visits, servicing, and training. On the institutional side, our team won a major tender through technical submissions and query resolution.
2011
2013
2013
International Recruitment Development Program (IRDP)
Two roles under the IRDP
I held two roles under the IRDP. As Regional Sales Executive, I drove key-account sales for Sterrad, ASP’s CSSD capital-equipment business, in Delhi. As Product Executive, I built a value-based pricing and APAC market-entry strategy for Biopatch, supported Sales Force Effectiveness across UAE, India, Malaysia and Turkey, and developed an infection-prevention training program with NABH. I also spent a brief spell with the team running an existing upstream stage-gate and Market Driven Product Development (MDPD) program, to see how it worked.
06
The Digital Thread
Shipping digital tools inside MedTech since before it was fashionable. The recent ones built by hand. 2016 to now. Hover any marker for what it was; filled markers are clickable.
Knee app2017Knee app · 2017Rebuilt an existing brand app into one download for any implant, for continuum of care.
Ask the Right Questions2017-18Ask the Right Questions · 2017-18A differentiation campaign for the premium knee, anchored by a co-developed HEOR study.
#POCKETVIDEOS2018#POCKETVIDEOS · 2018Zero-cost clinical and competitor reference tool, adopted by a 100-member salesforce.
KOL drip engine2019KOL drip engine · 201979% open rate. The full story is in Commercial Problems, Case 03.See the full story
Bimentum 3D launch2020Bimentum 3D launch · 2020A phygital launch during Covid: immersive 3D demos, physical sample kits, coordinated sales follow-up.Watch the walkthrough
Awareness campaign2021Awareness campaign · 20211.1M reach. The full story is in Commercial Problems, Case 02.See the full story
SkinSync patent2024SkinSync patent · 2024SkinSync, a PCT-filed personalization algorithm using real-time weather and skin inputs, validated with dermatologists and certified labs. Patent IN 202421079352, filed October 2024.
Agentic analytics2026Agentic analytics · 2026Internal system built with Claude Code and MCP integrations, pulling Shopify, Meta, and Microsoft Clarity into automated funnel reporting.
Reportline2026Reportline · 2026A separate local-first health-data app. Nothing leaves the device.Open Reportline
Swipe sideways. Tap a marker for its story.
Founder Chapter
Co-Founder & CEO, UNTAM3D (2023–present)
I led day-to-day operations and P&L management as part of a three-person founding team — channel margin, distribution, and the daily execution that took the brand from concept to market. I am returning to MedTech commercial leadership by deliberate choice.
Education
MBA, International Business · Thunderbird School of Global Management · 2009–11
Scholarship awardee · Ranked #1 globally for International Trade (QS World University Rankings)
B.E., Electronics Engineering · R.A.I.T., Mumbai University · 2003–07
Recognition
Launch Excellence (LEX) Trainer, Johnson & Johnson
WoMen Who Lead Award 2026, FICCI FLO
Four-time J&J Inspire Award recipient, 2013–23
MD’s Club of Excellence 2019, J&J · Star Award 2014, Medtronic
07
Notes
Long-form essays on clinical operations, upstream marketing, and the move from MedTech to consumer.
Walking into a CSSD changed how I think about every business since
Every operating theatre borrows its safety from a room nobody talks about.
The nurses were the wall
Different people in the same building are afraid of running out of different things. MedTech taught me to ask which, before I open my mouth.
The claim I refused to print
Customers kept reporting a benefit we never tested for. MedTech is the reason it never reached the label.
Marketing goes first
I watched B2B restructurings cut marketing before anything else. Then I built a company and did the same thing to myself.
Not every wall is load-bearing
A founder P&L taught me to tell fixed constraints from untested habits. MedTech taught me which walls genuinely cannot move.
Don't Tell Me How to Do My Job
An anesthesiologist in Bombay ended my pitch in one line. It is still the best briefing on selling intelligent machines to experts I have ever received.
The Backup Machine
A doctor's first ventilator in a one-bed ICU and a fleet of dead ones in a big hospital taught me the same lesson. The real product is what happens when the machine stops.
Connect
Let's talk.
Open to MedTech commercial leadership conversations across the Middle East and South Asia.
Off the clock: writing, music, and a Golden Retriever named Bella.
Shaonie Maitrra · Marketing Leadership · MedTech & Consumer · Dubai, UAE · shaoniemaitrra@gmail.com