GLOBAL MARKETING PROFESSIONAL
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 focusing on identifying opportunities and exceeding customer and revenue expectations.
AREAS OF EXPERTISE
Analysis of market opportunities
Market research
Assessment and validation of customer requirements
Product development
Design of marketing strategies
Due diligence for acquisitions
Planning/implementation of marketing programs
Worldwide marketing management
Brand management
Integration of marketing communications: advertising, public relations and e-marketing
PROFESSIONAL EXPERIENCE
MENTICE, INC., Evanston, IL (U.S. subsidiary of Mentice AB; Gothenburg, Sweden) Sales $12M
Director, Business Development & Marketing 2007
Leading endovascular and minimally invasive surgical simulator company.
Business Development
o Pursued third-party economic incentives for customers Malpractice discounts, continuing medical education (CME) credits and ROI data to integrated healthcare delivery networks-IHDNs.
o Initiated new distribution channel Identified and met with a leading industrial design company to discuss possible collaborative efforts with mutual customers.
o Mapped society/journal matrix Targeted key players as related to their positions within targeted societies, journals and geography (including the development of local Chicago-area champions).
Talent Development
o Mentored sales and marketing associate regarding sales support materials gap analysis,
documenting/streamlining the sales process and cultivating key opinion leaders.
o Coached new industry sales representative to uncover customer problems, detail solutions and develop more impactful presentations.
Marketing
o Global experience Built upon prior U.S. company experience with global partners concerning issues of planning, communication and execution to work as the U.S. subsidiary of Gothenburg, Sweden-based company with other offices in Europe and Asia/ Pacific.
o Entrepreneurial Adapted marketing strategy to nimble, lean budget/high growth climate of a small global company. Prioritized new product areas based upon market opportunity, competitive analysis and make/buy product development realities.
o Accelerated product sales cycle Developed a multimedia, CD and web-based sales demonstration concept to target more customers and to reduce sales representatives travel time and expense.
C. R. BARD (BCR), Lowell, MA Sales $2.1B
Electrophysiology-Director of Global Marketing, Ablation 2004 - 2007
Fastest growing segment of the business, 30% over prior year and the divisions strategic focus for the future.
Product Management
o Scorpion Ablation catheter Completed the product development and global commercialization for a unique therapeutic catheter for the minimally invasive treatment of cardiac arrhythmias. U.S. launch set a new standard with respect to sales support materials, targeting and training.
People Management
o Built strategic working relationships Worked cross-functionally with R&D, Clinical, Regulatory and Sales to develop new processes such as the selection of worldwide clinical investigators.
o Effective manager Interviewed, hired, trained and mentored new ablation line product manager. Established goals, set interim targets and evaluated team performance.
Performance
o Results oriented Set high goals for personal and team accomplishment by accelerating the Scorpion catheter commercialization plan.
o Decisive decision maker Demonstrated ability to identify and understand clinical, technical, financial and business problems and opportunities. Experienced in defining a course of action based on available information, constraints and probable consequences.
o Marketing science/strategist Recognized for competitive intelligence data collection and analysis within the context of the industry at large and for recommending strategic solutions to meet future business needs.
BOSTON SCIENTIFIC CORPORATION (BSC), NATICK, MA Sales $6.5B
Endoscopy-Marketing Manager, Gastroesophageal Reflux Disease (GERD) 5/00 2000 - 2004
Divisions most critical $500MM market development opportunity.
Product Development 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 Addressed customer barriers with detailed strategy to collect data, crafted message, disseminated via white papers, peer-reviewed journal articles and collaboration with professional societies.
Physician/Sales Training Content expert for GERD. Responsibilities included conducting training in the U.S., Europe and Australia.
Market Research Conducted hundreds of interviews, several focus groups and four surveys (trade shows, Internet) in Europe, Australia and the U.S.
Marketing Communications 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 Benchmarked existing technologies, provided guidance to outside consultants (Covance) and validated plans with physicians and payer representatives.
Health Economics 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.
Regulatory 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 - a first in Boston Scientific history.
Clinical Recommended patient and physician metrics, values and survey tools for clinical studies to meet publication strategy criteria. Drafted abstracts for professional medical society meetings.
Mergers and Acquisitions Conducted due diligence on six candidate GERD technologies. Recommendations presented to corporate CFO, resulting in the largest acquisition in the division's 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, June 1999) 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%.
Microvasive Endoscopy - Hemostasis Associate Product Manager Marketing 1998
Launched a new product (Speedband Superview Multiband Ligator, September 1999). 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%.
BOEING COMMERCIAL AIRPLANE GROUP (BA), Seattle, WA Sales $66B
Senior Product Development Engineer 1990 - 1996
Performed competitive analysis for all wide-body airplane types. Provided succinct and comprehensive analysis of developing competitive threats and opportunities as demanded by upper management. These briefings supported multi-billion dollar program prioritization decisions.
Led a team of technical, marketing and finance personnel in the preparation of a preliminary proposal for a new model of the 777 aircraft. Estimated program cost $4+ billion.
BOEING MILITARY AIRPLANE COMPANY (BA), Seattle, WA
Design Engineer 1985 - 1990
Participated in the configuration design, development and integration of the F-22 fighter aircraft program. This assignment involved intensive inter-company work and design reviews before program managers, company presidents and Air Force generals.
EDUCATION
BOSTON COLLEGE, Chestnut Hill, MA
CARROLL GRADUATE SCHOOL OF MANAGEMENT
Master of Business Administration 1996 - 1998
Dual Concentration in Marketing and Finance
Teaching Assistant - Operations and Strategic Management
UNIVERSITY OF WASHINGTON, Seattle, WA
Graduate studies in Aeronautics and Astronautics 1993 - 1995
CORNELL UNIVERSITY, Ithaca, NY
Bachelor of Science Degree in Mechanical and Aerospace Engineering 1981 - 1985 |
