GLOBAL MARKETING PROFESSIONAL
Medical device, biologic & pharmaceutical marketing professional with extensive experience in new product development and global commercialization, including award-winning expertise in traditional and Internet-based promotion. Strong technical background and problem solving skills--adept at identifying opportunities and leading teams to exceed customer and revenue expectations.
AREAS OF EXPERTISE
? " Analysis of market opportunities
" Market research
" Assessment and validation of customer requirements
" Product development
" Due diligence for acquisitions
" Design of marketing strategies
" Brand management
" Global market access
" Health economics
" Integration of marketing communications: advertising, public relations and e-marketing
PROFESSIONAL EXPERIENCE
BAXTER HEALTHCARE, Deerfield, IL 2010 Oct 2013
Director, Global Marketing Sealants & Adhesion Prevention
The $700M BioSurgery group is one of the most profitable groups within the BioScience division of the $14.2B corporation. (Tisseel" & Artiss" brand fibrin sealants considered drugs OUS)
" Sales Force Effectiveness leading transition from brand to customer-centric clinical specialty approach to better align functional priorities and drive sales.
" Health Economics initiated health economic strategy development across all BioSurgery brands without additional budget and headcount through corporate rotation program (MDP). Working closely with the MORE (Medical Outcomes & Resource & Economics) group & Medical Affairs, completed gap analysis and prioritized list of deliverables. New methodology captured in the global MPH template for all brands. Pipeline of new tools to be trialed in the US 3Q13.
" Global Expansion accelerating growth in focus countries (Brazil, Canada, China, Japan, US) including team focal point for Brazil (+30% YOY) and Canada (>17% product penetration).
" Operations Improvement coordination with R&D and Operations to improve manufacturability and operational throughput through the adoption of customer requirements for the next generation syringe development.
CONVATEC, Skillman, NJ 2009
Associate Director, Negative Pressure Wound Therapy (NPWT)
Previous wound therapy division of Bristol-Myers Squibb, Co. and largest global private equity acquisition of 2008. This franchise is to be a new growth driver for the combined $1.6B company.
" Sales Strategy & Direction training, targeting, sales support, and program development for newly created 27 member surgical specialist sales force to supplement existing ConvaTec sales teams of 205 Acute and Post-Acute representatives.
" Publication Strategy & Key Opinion Leader (KOL) Development prioritize sales claims for clinical study development as part of greater publication strategy. Partner with Global Medical Affairs team to identify national leaders within the ranks of clinical presenters and researchers.
" New Product Development conduct voice-of-the-customer (VOC) exercises to solicit and prioritize customer requirements to drive new product development within ConvaTec and licensee R&D departments.
" Business Model Build-out hybrid model of direct sales of wound therapy disposable products and hourly rental of durable medical equipment (DME) to hospitals, with sales of said products through independently assembled dealer network to the Post-Acute market.
" Brand Development collaboration with global partners and advertising agency to create a new brand for licensed product including naming, logos, vision, picture, image, positioning, messaging, etc.
MEDDEVICE CONSULTING, Lake Forest, IL 2008
Principal
Marketing and management consulting to the medical device industry. (Initial client Mentice, Inc.)
Broad range of services for maximizing company performance including:
" Strategic market assessment and global competitive analysis, including recommendations for product enhancements and the prioritization of new products and programs.
" Interim Marketing executive services, key account management;
" Pricing and contracting strategy recommendations;
" Planning and implementing global product launches specializing in translating complex technical features into creative training and promotional sales materials that describe customer benefits.
MENTICE, INC., Evanston, IL (US subsidiary of Mentice AB; Gothenburg, Sweden) 2007
Director, Business Development & Marketing
Leading endovascular and minimally invasive surgical simulator company.
" Sales & Marketing Accelerated product sales cycle by developing a multimedia, CD and web-based demonstration concept to efficiently target and qualify more customers with reduced travel time and expense.
" Business Development Identified new distribution channels and third party economic incentives for customers including discounts on malpractice insurance premiums and continuing medical education (CME) credits.
" People Management Mentored sales and marketing associate regarding sales support materials, gap analysis, documenting/streamlining the sales process and cultivating key opinion leaders.
C. R. BARD (BCR), Lowell, MA 2004 - 2007
Electrophysiology Director of Global Marketing, Ablation (acquired by BSX 2013)
Ablation defined as the divisions strategic focus for the future. Grew the ablation business 30% over prior.
" Product Management (Scorpionä Ablation catheter) Completed the product development and global commercialization of a unique therapeutic catheter for the minimally invasive treatment of cardiac arrhythmias. U.S. launch set a new divisional standard for sales support materials, customer targeting and sales force training. New product launch generated $2.4M exceeding plan.
" People Management Worked cross-functionally with R&D, Clinical, Regulatory and Sales to develop new processes such as the selection of worldwide clinical investigators. Interviewed, trained and mentored new ablation product manager. Established goals, set interim targets, conducted performance evaluations, and recommended merit increases.
BOSTON SCIENTIFIC CORPORATION (BSX), NATICK, MA 1998 - 2004
Endoscopy Marketing Manager, Gastroesophageal Reflux Disease (GERD)
Divisions most critical $500M market development opportunity. Matrix managed team of 21 members.
" Mergers and Acquisitions/ Product Development Conducted due diligence on six candidate GERD technology companies. Recommendations presented to corporate CFO, resulting in the largest acquisition in the division's history. Defined customer requirements and marketing and product specifications. Validated four generations of solutions with clinicians. Drove internal R&D product through prototyping and multiple animal labs (porcine and baboon).
" Publication Strategy/ Marketing Communications Addressed customer barriers with detailed strategy to collect data, crafted message, disseminated via white papers, peer-reviewed journal articles and collaboration with professional societies. Developed sales support materials (video, DVD, print media, web-based). Responsible for defining strategies for advertising, public relations and the Internet for clinicians and direct-to-patient (DTP) educational campaigns.
" Reimbursement and Outcomes Planning/ Health Economics Benchmarked existing technologies, provided guidance to outside consultants (Covance) and validated plans with physicians and payer representatives. Defined requirements and solicited vendor to acquire claims database of 22 million lives (Pharmetrics). Partnered with health economists on cost of current GERD therapy, resource utilization for GERD and GERD patient willingness to pay.
" Clinical & Regulatory Recommended patient and physician metrics, values and survey tools for clinical studies to meet publication strategy criteria. Drafted abstracts for professional medical society meetings. Represented Marketing throughout the FDA Pre-Market Approval (PMA) process. Outlined professional education training plan. Attended FDA advisory board meeting that resulted in panel recommendation for approval. FDA approval April 22, 2003 - the first PMA device in Boston Scientific history.
Microvasive Endoscopy (MVE) Enteral Feeding Product Manager Marketing 1999 - 2000
" Resolved quality complaints from the field and rebuilt sales while improving average selling price in a hotly contested, mature market.
" Increased monthly average daily demand units by 6%, monthly average daily demand dollars by 8% (sales incentive program) and overall franchise sales dollars by 6%.
Microvasive Endoscopy Dilatation Product Manager Marketing 1998 - 1999
" Detailed franchise marketing plan for new product launch (CRE Wireguided dilatation balloon) that became the template for all MVE marketing plans.
" Increased monthly average daily demand units by 42%, monthly average daily demand dollars by 47% (premium product positioning) and overall franchise sales dollars by 162% to $40.8M.
Microvasive Endoscopy Hemostasis Associate Product Manager Marketing 1998
" Launched a new product (Speedband Superview Multiband Ligator, September 1998). Created a new sales training launch package that became the model for MVE product marketing.
" Directed 10 sales representatives during eight-week limited launch phase to test customer targeting profiles, sales support tools and product performance features. Implemented changes, including product refinements, in time for full launch.
" Increased monthly average daily demand units by 92%, monthly average daily demand dollars by 161% (premium product positioning) and overall franchise sales dollars by 37% to $27M.
BOEING COMMERCIAL/MILITARY AIRPLANE COMPANY (BA), Seattle, WA 1985 - 1996
Senior Product Development Engineer
" Preliminary design for multi-billion dollar commercial (B-777) and military (B-2 Stealth Bomber,
F-22 Fighter) aircraft.
" Demonstrated expertise in defining/balancing customer requirements, competitive assessment, project management ($400M program) and detailed design through production.
EDUCATION
BOSTON COLLEGE, Chestnut Hill, MA; CARROLL GRADUATE SCHOOL OF MANAGEMENT, MBA
UNIVERSITY OF WASHINGTON, Seattle, WA; Graduate studies in Aeronautics and Astronautics
CORNELL UNIVERSITY, Ithaca, NY; SIBLEY SCHOOL OF MECHANICAL & AEROSPACE ENGR
Bachelor of Science Degree in Mechanical and Aerospace Engineering
HONORS & AWARDS
Silver ECHO Award-Best Integrated Campaign in Healthcare - Direct Marketing Association
The Enteryx Procedure Test Market Program - a multi-platform, integrated marketing campaign to launch Boston Scientific's endoscopic treatment for Gastroesophageal Reflux Disease (GERD). October 2004
Excellence in Learning, Silver Award-Custom Content, Interactivity - Brandon Hall Group
The Enteryx Procedure: Case Simulator an online, procedural trainer designed to teach physicians the steps and visual cues of the new endoscopic procedure developed by Boston Scientific utilizing the Enteryx medical device. |
