Download PDF

Lew Lanker

Medical Device Marketing and Sales Professional

Work History

Jul 2014Present

Senior Marketing Manager - Cardiovascular 

LivaNova- Global & USA

Lead marketing resource for upstream and downstream activities associated cannulae product lines which generate revenue of 20M annually. I develop and implement marketing and sales strategy for cardiovascular cannulae and heart repair products. I work alongside field sales to target, plan , execute sales of cardiovascular cannulae used by cardiac surgeons during conventional and MICS procedures.

Daily activities include gathering and evaluating sales data, business proposal presentations to MD's, purchasing, and C level hospital management. Monthly duties include assessing market potential, creating penetration reports, competitive strategies plans, customer segmentation, product life cycle strategies, of sales plans by product and market opportunity.

May 2011Jul 2014

Senior  Marketing Manager -Advanced Energy


Responsible for US region P&L for all advanced energy products and procedural marketing in the US Region. Designed and executed customer and targeting segmentation and portfolio messaging for new product launches and existing portfolio. I supported tactics ensuring that the products/services were marketed in accordance with budget objectives to obtain maximum profitability within commercialization marketing strategy. I closely worked with the cross functional teams within Surgical Solutions and external sales force in the U.S.

Selected Contributions: 2012- 2013 launched 2 new products with first year sales totaling over $60M, overall energy portfolio finished 110% to plan.  Individually recognized as category and overall winner at 2013 Boulder IQ awards.  Supported Direct Consumer Awareness Campaign for NFL Hope program-  a comprehensive obesity research initiative designed to promote healthy lifestyles and weight-management among former professional football players and raise awareness in the obese patient population. 

2004May 2011

Director - Bariatric Surgery


Responsible for direct sales, consumer marketing and physician marketing across a 17-state region for Lap-Band device, developed and implemented direct to consumer promotional strategies to ensure product visibility at both the clinical and consumer levels; lead team of 10 Practice Managers. Forge targeted strategies to achieve year-over-year sales growth for bariatric products through practice-, facility, and patient-focused educational and marketing programs. Recruit, select, and mentor geographically distributed Practice Manager Team, providing hands-on coaching to ensure consistent success.

Selected Contributions:

  • Named Field Marketing Director of the Year in 2008 and 2009 for achieving 103% and 105% of goal, representing $129M in 2008 and $131M in 2009; achieved 100% to 105% of goal every year since 2004, earning six Forecast Achievement Awards (FAA).
  • Served as corporate Training Manager for new hires of internal marketing team in California, as well as corporate Field Input Team Executive; designed national sales training curriculum and courses.
  • Won the Success Worthy of Reward & Declaration (SWORD) Award each year from 2004 to 2006 and Region of the Year Award each year from 2005 to 2008.

Product Manager - Business Development

COBE - Blood Technologies - Global & USA

Managed pre launch, marketing, and sales for the Angel™ blood-processing device and product line. Spearheaded development, regulatory submission, branding, launch, marketing, and pre-sale consulting for new platelet-rich plasma(PRP) technology; administered $1.5M operating budget. 

Selected Contributions:

Directed project team  to ensure inclusion of required features from the clinical user community in final product launch.

Led the FDA 510(k) pre-market notification submission and won advance commitments from 36 accounts for purchases totaling $2.2M in revenue.


Senior Marketing Manager


Denver, Colorado, Senior Marketing Manager Led strategic US marketing program planning, design, and management for nationwide promotion and sales of cochlear implants and value-added services for Australia-based Corporation. Strategized, developed, and orchestrated go-to-market, promotion/positioning, professional education, and practice management programs for cochlear implant product portfolio. 

Selected Contributions:

Rolled out the Softip and Contour Plus implant products for dramatic share growth of 30% year-over-year in the cochlear implant market.

Grew sales revenue by 125% and drove a substantial reduction in cost of goods sold (COGS) through overhaul of the product packaging and shipping model.


Clinical Development - Account Manager - Sales Training Manager -Field Marketing


Advanced through progressively responsible sales, clinical instruction, and sales force training roles to assume responsibility for surgical medical device marketing within the Rocky Mtn. Region. Developed and executed positioning strategies, promotional campaigns, and sales programs for capital and disposable surgical medical devices across broad range of surgical specialties spanning general, GYN, ENT, urology, and cardio-thoracic surgery. In charge of direct sales and marketing across a 4 state region for new device launches, developing promotional strategies to ensure product visibility at the clinical and hospital level; lead team of 6 account managers to emerging product launches. Consulted on clinical implementations and performed contract negotiation for new hospital system accounts.


B.Sc M.Ed


Major Bioscience  & Physiology

Minor : Business