Resume

Experience

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BioTrace Medical Inc.

Menlo Park, CA                             
Vice President, Marketing &   (2016-2022) 

                                              
Plan and execute commercialization strategy comprised of account-based marketing (ABM) and sales programs for interventional cardiology medtech start-up, with emphasis on customer targeting, value positioning, sales enablement, physician influencer (KOL) development and clinical content strategy.

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SinuSys Corporation
Palo Alto, CA
Vice President, Marketing (2012 - 2015)

 

Developed and executed go-to-market strategy for start-up company focused on developing new therapies for the treatment of sinusitis. Focus on market analysis, brand development, product launch campaigns, digital marketing and analytics, PR, customer training, live event management, sales support, and CRM implementation.

Notable Accomplishments:

Exceeded EU soft-launch revenue targets by 35% via development and execution of KOL initiatives and implementation of select distribution agreements

Generated $1M annual revenue run rate within three months of initial US product launch on <$100K budget via patient and referring physician PR, SEM/PPC, email, and social media campaigns
 

ArthroCare Corp., ENT Division
Sunnyvale, CA    
Vice President- Marketing (2009-2011)
Senior Director of Marketing (2005-2008)

 

Led team responsible for lifecycle product planning and strategic/tactical marketing programs for pediatric and adult otolaryngology RF-surgical device (Coblation®) business unit.

 

Defined product vision, set strategic direction for new product development; supervise execution of product engineering initiatives; direct promotional and physician education programs; recruit and deploy KOLs; manage sales support resources; implement direct-to-consumer (DTC) marketing strategies; assess program ROI.
 
Notable Accomplishments:

Generated 20%+ average y-o-y sales growth over five years through successful product management, promotional/sales support programs, and launches for new tonsillectomy, sinus, and sleep surgery products.

Increased ENT product users over 90% by developing and launching new physician marketing programs.

Fueled revenue growth with 50K+ new patient referral requests and over 600 new referral sources per year through creation and implementation of new DTC marketing programs and new pediatrician promotion/education programs.

Dorland Global Health Communications
San Francisco, CA 2001 –- 2004      
Vice President / Account Management Supervisor

 

Drove profitable agency growth through new client acquisition, strategic account management, and development of effective marketing, CME, and PR programs for clients.

 

Key clients included Adeza Biomedical, Cerus Corp., Cohesion Technologies, Conceptus, Curon Medical Technologies, diaDexus Inc., Guidant, Kyphon, Laserscope, Philips Medical Systems, and Roche Molecular Systems.

 

Notable Accomplishments:

Increased agency revenue 12% with $4M in incremental revenue over two years by landing and servicing five major agency clients.

Led two teams to produce Medical Marketing Association award-winning creative campaigns.

 

Caresoft , Inc.
Sunnyvale, CA 2000 -– 2001      
Director – Product Marketing

 

Directed product marketing initiatives for e-healthcare startup venture, supported business development activities, and launched new product/service offerings.

 

Notable Accomplishment:
Doubled revenue in six months by launching new products for web-based disease management content and patient acquisition service targeting Fortune 500 pharmaceutical and medical device firms.

VISX, Inc.
Santa Clara, CA      
Associate Director of Marketing (1998 -– 2000)
Senior Marketing Manager (1996 -– 1998)

 

Led development and execution of promotional launch plans for new refractive surgical procedure (LASIK), encompassing corporate branding, product positioning, physician education, and DTC/practice marketing programs.

 

Directed ophthalmology laser product management activities (from specification of customer requirements through design verification/validation to launch) via collaboration with engineering, sales, clinical, and regulatory teams.

 

Managed $1.5M annual budget and supervised team of in-house product manager, marketing manager, marketing coordinators, and partner creative agencies.

 

Notable Accomplishments:

Contributed to 1500% increase in revenue and fueled 126% increase in EPS through development and implementation of company branding, product launch, and market development strategies for NASDAQ 100 inventor of LASIK laser vision correction procedure.

Grew refractive surgery market from “ground up” to over 1M procedures per year with company capturing 75% of total market share by implementing product management strategy and executing product launches.

Garnered 80% share of voice in physician forums and obtained 81% brand preference rating by successfully managing healthcare PR and KOL development initiatives.

Developed and promoted CME-accredited DTC marketing and patient education programs in both live-event and web-based formats via VISX University, that educated 5K+ physicians and practice administrators.

Generated nearly 1M website visits in three months and increased website traffic ~10% by supporting development and execution of $10M print, radio, broadcast, and online direct-to-consumer marketing and branding campaign.

LaserSonics, Division of Heraeus Med GmbH
Milpitas, CA 
International Sales & Marketing Manager (1993 –- 1995)
Product Marketing Manager (1991 -– 1992)
 

Directed ex-US surgical laser sales and marketing functions. Key activities included developing product launch strategies, providing marketing support to international distributors, and signing new distribution agreements.

 

Supervised European, SE Asian, and Japanese regional sales managers.

 

Promoted from QA Engineering position to  product manager for assigned product lines and subspecialty markets, including development and execution of promotional launch plans. 

 

Notable Accomplishments:
* Generated $5M in incremental revenue over two years by spearheading international launch of Nd:YAG and CO2 laser products for urology, gynecology, and aesthetic surgery.
* Delivered ~50% international incremental sales growth in two years through initiation and implementation of new distribution agreements in five South American countries.
* Increased worldwide market share from 17% to 22% by developing physician marketing programs and launching new products for surgical markets including urologic, cardio-thoracic, neurological, gynecologic, orthopedic, and aesthetic applications.