SUMMARY
Innovative Product and Marketing Strategy Executive with progressive track record of increasing revenue by developing products and programs for market opportunities, including creating and executing integrated marketing programs. Expertise in market research techniques, including surveys, focus groups, and analytical methods. Extensive experience using data and financial analytics to measure product mix, market share, and profitability. Reputation for collaborating with Engineering, Manufacturing, Quality, Legal, Regulatory, and Sales teams throughout product life cycle phases, domestically and internationally. Consistent record of successfully launching products. Superior ability to use data analytics to solve problems and to discover market trends. International experience (Canada, Latin America, Western Europe).
PROFESSIONAL EXPERIENCE
INDEPENDENT MARKETING CONSULTANT, Milwaukee, WI 3/2010 – Present
Projects include:
- Market research for a manufacturer of animal laboratory equipment.
- Marketing materials (brochures, etc.) design & creation for a software development firm.
- Website design & campaign messaging for a candidate for State Representative in Illinois.
HONEYWELL, Brookfield, WI 7/2008 – 2/2010
HomMed Home Telehealth Division
Home Healthcare Segment Marketing Manager
Initiated an aggressive integrated e-marketing and direct marketing campaign and filled sales funnel. Messaging targeted at 7,887 U.S. home health agencies, serving 3.23MM patients.
- Generated $308K in sales with marketing promotion. Added 43 purchase/lease customers, 10 rental customers.
- Increased recurring revenue. Upgraded 61 existing customers to new software version.
- Maximized ROI. Generated $95.5K in revenue at 3 new regional user group meetings; invested $8,500.
GENERAL ELECTRIC CORPORATION, Milwaukee, WI 7/2005 – 7/2008
Healthcare Division, Diagnostic Cardiology Group
Americas Marketing Manager, Holter, Ambulatory, and Stress Test Cardiology Products
Drove increased sales and market share of Holter and Stress Test capital equipment in the 7,659 hospital market in the Americas and the market of 111,000 general practice and 21,000 cardiologists in the United States.
- Grew Holter sales from $9.3M to $12.M in Americas in 1 year. Trained 80 sales representatives throughout North & South America on products, competitive analysis, and sales tools.
- Grew U.S. distributor channel sales at 22.5% CAGR to $817K in 2 years.
- Recognized $1M new opportunity in U.S. market and persuaded leadership to develop new product line.
- Organized 2 major symposia on sudden cardiac death risk at Heart Rhythm Society Scientific Sessions.
ACMI Corporation, Southborough, MA 3/2004 – 2/2005
$180M manufacturer of urology, gynecology, and laparoscopy devices.
Product Manager, Laparoscopy and General Surgery
Created metrics dashboard for multi-SKU product lines, analyzed product performance and focused sales force on most profitable products, reversed 3-year revenue decline.
- Developed dashboards for product sales performance and profitability.
- Grew revenue for single suction-irrigation product by 4.2% to $2.43M. Shifted product mix of entire line to higher margin models and increased overall profitability by 6.7% to $4.63M.
- Improved profitability +9.2% to $3.35M for surgical forceps line. Moved sales emphasis to premium product.
- Created proposal to enter $200M bariatric surgery market with combination of new and existing products.
AXEDA SYSTEMS, INC., Mansfield, MA 3/2002 – 3/2003
Provider of software linking equipment, inventory management, and field service for high equipment availability.
Medical Marketing Manager
Developed marketing campaigns narrowly targeting 1650 senior executives at 149 key medical device firms.
- Produced $1.08M in new business. Coordinated innovative e-mail, “personal URL”, and Web-video campaign.
- Wrote “Device Relationship Management for Medical Instruments: The Industry Is Ready,” article in Sbusiness, the Journal of the Association of Field Service Managers.
BOSTON MEDICAL TECHNOLOGIES, Boston, MA 10/2000 – 3/2002
A venture-funded medical device startup developing a new test for nerve damage.
Senior Product Manager, 1 direct report
Marketed an office-based heart rate variability measurement system and created a new market in automated heart rate variability testing.
- Launched educational website, www.anscore.com. Generated database with hundreds of consumers and healthcare professionals in 6 months. Survey showed website prompted 22% of patient inquiries and revenue.
- Assembled marketing portfolio including 5 case studies, a promotional video, and patient evaluation tool. Placed 40 instruments throughout U.S., including the Joslin Diabetes Center at Harvard Medical School.
RELEVANT EXPERIENCE
GUIDANT CORPORATION, St. Paul, MN 7/1996 – 10/2000
A $3.8B manufacturer of implantable cardiology products. Acquired by Boston Scientific in 2006.
Marketing Associate, Cardiac Rhythm Management Division
Created and coordinated a variety of marketing activities including global market research.
- Generated $18.1M revenue in 13 months. Launched implantable defibrillator worldwide. Achieved 82.4% ROI.
- Assisted physicians with over 150 pacemaker and defibrillator implants as Field Clinical Representative. Boosted Chicago area revenue by $1.5M in 1 year.
ITT AEROSPACE / DEFENSE COMMUNICATIONS, Rockledge, FL; Fort Wayne, IN 3/1989 - 9/1994
Senior Test Engineer; Developed test processes for military communications products.
LOCKHEED MARTIN (formerly MARTIN MARIETTA), Orlando, FL 1/1987 - 3/1989
Electrical Engineer; Held Top Secret security clearance.
EDUCATION/PROFESSIONAL DEVELOPMENT
MBA, Finance and Marketing, University of Chicago Booth Graduate School of Business,
Chicago, IL
- Full- Time Program, Dean’s Honor List
BS Electrical Engineering, University of Illinois, Urbana, IL
- Dean’s List, Eta Kappa Nu Electrical Engineering Society
Additional Education
- Marketing Return on Investment (ROI) Seminar, DePaul University, Kellstadt Marketing Center, 2010.
- Marketing Research Certificate Program, DePaul University, Kellstadt Marketing Center, 2010.
- Advanced Marketing Research Certificate Program, DePaul University, Kellstadt Marketing Center, 2010.
- Search Engine Optimization (SEO) Training Series, JM Internet Group, http://jm-seo.org, 2010.
- Social Media for Business Seminar, JM Internet Group, http://jm-seo.org/training/social-media.html, 2010.
- Principles of Graphic Design Class, Milwaukee Institute of Art & Design, 2010.
- Testamur, NASPExam / AP. Competency in cardiac electrophysiology, Heart Rhythm Society.
- Expert in MS Office – Word, Excel, PowerPoint, Access.
- Skilled in HTML, CSS, SPSS. |
