Shira Bernard

Enthusiast
DISC Type : i

Senior Product Marketing Manager at Aerin Medical

United States

Overview

Shira is a Senior Product Marketing Manager with a passion for bringing innovative medical devices to market. A biomedical engineer by education from the University of Southern California, she has a proven record of leading successful end-to-end product launches. Colleagues describe her as organized, diligent, and possessing natural curiosity.

Her efforts in launching three key products at Silk Road Medical were instrumental in the companys eventual acquisition by Boston Scientific.

Personality Overview

Amiable & Agreeable

Story Driven

Optimistic

They tend to be agreeable by nature, so take their promises with a pinch of salt.
  They prefer to build relationships rather than staying totally transactional. Unlike D or C types, they are convinced more by stories and testimonials.

Topics They Care About

Medical Device Innovation
Passionate about developing and marketing innovative medical devices that delight physicians and significantly improve patient care, as seen throughout her career.
Product Launch Strategy
Specializes in managing the end-to-end launch of new medical products, from strategic planning and rebranding to successful market introduction and growth.
Stroke Prevention
Previously focused on reducing the devastating impacts of stroke by promoting less invasive solutions like TCAR during her time at Silk Road Medical.

Media Appearances

Shira has no verified media appearances

Work History

3-2025
Senior Product Marketing Manager at Aerin Medical
1-2023 - 3-2025
Senior Product Manager at Silk Road Medical, Inc.
6-2022 - 12-2022
Senior Product Manager at Artio Medical, Inc.
4-2021 - 6-2022
Global Downstream Product Manager at Abbott
7-2019 - 4-2021
Clinical Specialist at Abbott

Education

2015 - 2016
Master's Degree from University of Southern California
2012 - 2016
Bachelor of Science (B.S.) from University of Southern California

More Information

Social Presence :

Prographics :

Exp : 7 Location : United States Job Level : Middle Designation : Senior Product Marketing Manager at Aerin Medical
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Insights For Selling To Shira

During A Call Or A Meeting

DO's

  • Speak from experience about success that the product has seen with other customers
  • Maintain high, positive energy and convey confidence
  • Compliment them about their personality if you get a chance

DONT's

  • Don’t push them for a direct ‘no’, take lack of ‘yes’ as ‘no’ after some time
  • Don’t be too formal with them, they trust informality more
  • Don't be critical or challenge them openly, they can react defensively

When Cold Calling

When Writing An Email

While Negotiating & Closing

    The secret to closing fast with Shira is

  • Relationship and rapport are valuable for them, but so is proven product value.
  • Will you ever get a clear answer from Shira

  • They are unlikely to say no directly.

Insights For Deal Planning

    How fast (or slow) will Shira move?

  • They are not very fast decision makers, even while they continue to stay engaged.
  • Can Shira take some risk or not?

  • They can take some low-probability risks if needed.

You And Shira

Personality Compatibility


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