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Summary

Senior medical device industry executive executive with significant global marketing and sales experience. Demonstrated success leading organizational growth and change initiatives, building cross-functional teams, and crafting integrated market development strategies that build the corporate brand while driving top and bottom line results.

  • Developed and delivered innovative programs to enable a 90 year-old medical device company to reposition itself as leader in digital vital signs technology before ultimately being acquired for $2.05 billion, an emerging medical technology company to crystallize its image in advance of a $233 million IPO, and a market-leading medical device company to redefine itself as a clinical solutions provider while boosting its market cap value by $400 million+.
  • Led successful global product definition, development, launch, and sustaining marketing initiatives for a wide range of medical devices and technologies (capital and disposable). Products launched include invasive and non-invasive cardiovascular and hemodynamic monitoring technologies, devices and systems; infusion therapy devices and systems; oncology drug delivery and pharmacy automation systems; diagnostic and interventional cardiology and cardiac defibrillation products; electronic vital signs technologies with electronic health record (EHR) connectivity.

Demonstrated proficiency in the following disciplines:

> Global marketing, branding, and communications strategy> Research and strategic positioning/messaging> Global product launch planning and implementation> Clinical requirements definition and product development> Integrated marketing campaign development> Web, interactive, and social media marketing> Direct and distribution marketing program development> Issues and crisis communications planning and execution> Trade show and special event marketing

> Business unit P&L management

Work History

2014Present

Vice President & General Manager, Critical Care Division

ICU Medical, Inc.

Responsible for worldwide management of ICU Medical’s $55 million Critical Care Division, including strategic planning, sales, marketing, product development/R&D, business analysis, and P&L management. Products include invasive and minimally invasive hemodynamic monitoring technologies, devices, and systems; vascular and cardiac catheters and sensor systems; closed blood sampling systems; and custom angiography and interventional radiology kits. Maintain overall strategic responsibility for corporate marketing.

20102014

Vice President, Chief Marketing Officer

ICU Medical, Inc.

Led all upstream and downstream marketing strategy and execution for ICU Medical, Inc., a $320 million worldwide leader in the design, manufacture and distribution of innovative medical devices used in infusion therapy, oncology, and critical care applications.

  • Built, trained, and actively manage a vertically integrated cross-functional marketing team that supports the business globally. Took over a fragmented, dispersed team and built a focused, cohesive co-located team of 14 professionals responsible for both upstream and downstream marketing. Manage a global marketing budget of $6.5 million. In-house marketing communications team completed more than 1,750 print and electronic communications projects through the first three quarters of 2013, with a value if purchased on the outside of more than $2.5 million.
  • Led a research-driven initiative to reposition the brand to better reflect the company's core competencies and clinical focus. Created a completely new brand architecture and messaging platform, built a customer-focused website translated into seven languages, rebranded all literature, and launched a clinically based integrated marketing and communications program globally. Program includes an aggressive use of digital demand generation, social media marketing, and on-line peer-based clinical marketing to consistently communicate the brand promise to all stakeholders. Efforts helped increase ICU’s market cap value by more than $400 million in less than three years. 
  • Spearheaded the development and launch of innovative new medical devices and technologies in IV Therapy, Pharmacy/Oncology, and Critical Care with an emphasis on clinical evidence generation and performance validation to support premium positioning and aggressive price/margin targets, facilitating $40 in million top-line growth, including more than a 50% growth in new category sales over the past two years. 
  • Significantly enhanced upstream marketing capabilities, allowing for more complete and timely requirements definition to inform product development, and more detailed and clinically verified value propositions to guide development of sales support materials. Built KOL relationships in all divisions to guide clinical direction and support the launch and real-world clinical adoption of new-to-market technologies. 
  • First externally-hired Vice President (in any discipline) in the 28-year history of the company. Senior executive position reporting directly to the company founder and CEO.
    20062010

    Vice President, Corporate Marketing, Communications and Global Brand Strategy

    Masimo Corporation

    Masimo is a $465 million publicly-traded medical technology company (NASDAQ: MASI) developing breakthrough noninvasive patient monitoring solutions that allow clinicians to more effectively and efficiently detect and treat a broad range of disease states. As a senior corporate officer, I developed comprehensive strategies to support aggressive goals and enhance effectiveness of global marketing in advance of the most successful medical device IPO of 2007-2008. Accomplishments include:

    • Fundamentally transformed the way Masimo presents itself to the world. Led a research-based initiative to redefine the corporate brand to appeal to later-stage technology adopters. Moved away from technology-focused brand image to one that highlights and leverages the clinical benefits and emotional impact of the company’s products. Won national and international awards for creative excellence, including the Frost & Sullivan Brand Development Strategy Leadership Award, and multiple Gold Vision Awards from the International Association of Business Communicators. 
    • Established aggressive, multi-faceted integrated marketing programs to support the global launch and growth of breakthrough new medical technologies. Led the development of customer-centric marketing and communications programs for multiple technology, device and system launches. Spearheaded the integrated plan to launch the world’s first continuous and noninvasive hemoglobin technology to multiple clinical audiences worldwide, generating an 83% unaided awareness and contributing to a 56% year-on-year increase in category sales.
    • Developed internal marketing and communications infrastructure to support growth, while enhancing and expanding relationships with external partners to lend discipline-specific expertise to help drive program success. Hired and actively directed an internal team of 17 marketing, public relations, creative, production and interactive communications professionals that delivered FDA-compliant programs and materials with a value in excess of $3.25 million and contributed to a 29% increase in top line sales at margin levels that exceeded plan.
    20012006

    Vice President, Corporate Marketing and Global Brand Development

    Welch Allyn, Inc.

    Welch Allyn, a $750 million privately held company, is one of the world's leading manufacturers of medical diagnostic, therapeutic, and noninvasive patient monitoring technologies. Named one of the 100 Best Places to Work in America by FORBES magazine. As the senior corporate marketing officer and member of Executive Leadership Team reporting to President/CEO, I created and led the group that provided hands-on global oversight of corporate marketing, integrated marketing communications, public relations/reputation management and brand development across all businesses, market segments and geographies. I was the first person in the 95-year history of Welch Allyn to serve in this role. Accomplishments included:

    • Led a multi-disciplinary effort to re-engineer the corporate marketing function, resulting in a cross-functional customer-centric global marketing team of more than 20 professionals that contributed to a $125 million increase in worldwide sales while reducing corporate marketing spend by $3.5 million over two years. Goals attained by reducing redundancy and gaining stronger sales/marketing leverage across all business units & geographies. Working collaboratively with executive management, R&D, product marketing, and sales leadership, I set objectives, created strategies, oversaw tactical plans, and developed metrics to measure success.
    • Initiated and led the company's first comprehensive global branding program to support corporate growth objectives. Led a research-based initiative to develop and express a consistent, differentiated global brand position. Brought unity out of chaos. Based on newly defined brand positioning, I directed the team to develop comprehensive customer-focused integrated on- and off-line marketing and communications programs that increased unaided brand awareness by 60% and drove a 15% CAGR in sales to our key end-user customers around the world.
    • Initiated and chaired the first-ever corporate-level product design oversight committee, a cross-functional team including the President/CEO, R&D and engineering management, product marketing management, and external U/I and product design resources that established and maintained consistent user interface and industrial design standards across multiple product categories including patient monitoring, electronic vital signs, diagnostic cardiology and core diagnostics. Enabled unified brand presence at a key touchpoint--the point of care.
    • Built the company's first in-house marketing communications team to more cost-effectively and consistently deliver a unified, branded selling message to our channel partners and end-use customers. Developed FDA-compliant processes and delivered real savings in excess of $2.25 million annually by building and managing a multi-disciplinary team of marketing and communications professionals, and augmenting them with select agency partners. Developed and launched an internal/external web presence that integrates with an SAP ERP/CRM backbone.
    • Created impactful, award-winning integrated marketing programs, including a single multi-faceted (print, web, direct, and dealer-based) dealer/distribution promotional program that generated more than $11 million in revenues, yielding a 49% close rate with a return-on-investment of more than 400%. Named marketing partner of the year by Cardinal Healthcare in 2005 and 2006.
    19902001

    Senior Partner

    Eric Mower and Associates

    One of the 20 largest independent advertising and public relations agencies in the United States, EMA has billings in excess of $230 million and offices in Atlanta, GA; Charlotte, NC; Cincinnati, OH, and Buffalo, Rochester, Syracuse and Albany, NY.  As a senior marketing, communications and operations executive, I profitably grew and managed the largest of the agency's seven offices. I the chaired executive committee and supervised all departments-creative, interactive/web, account service, public relations, media, production, and finance. Senior equity position with P&L responsibility, reporting to agency Chairman/CEO.

    • Developed aggressive business development program, building and leading the leading teams that won two multi-million dollar global agency-of-record accounts and increased billings by $10 million in a single year.After pitching, winning, and negotiating contract terms of the Kodak Graphics, and Halliburton/Dresser Rand accounts, worked with client marketing teams to develop integrated on- and off-line marketing and communications programs to support the brands in the U.S., Europe and Asia.
    • Built and profitably managed the agency's largest account, leading the team that took the Kodak business from a single $100,000 project to a multi-divisional, $27 million agency-of-record relationship. Business units served included Kodak Consumer, Digital, Professional, Graphics, Health, and Dental Imaging divisions.
    • Opened the Atlanta office, the agency's first office outside of New York, to service Kodak Consumer Imaging account. Hired and trained the team to develop award-winning national and account-specific co-marketing programs including on- and off-line promotions with Kodak and partners such as Disney, Coke, Universal Studios and the US Olympic Committee.

    Additional Positions: Partner (1994-1998), Management Supervisor (1992-1994), Senior Account Supervisor (1991-1992), Account Supervisor, Public Relations Services (1990-1991): Clients Served Included: GE and RCA Audio Products (Thomson Consumer Electronics), Blue Cross and Blue Shield, Health Care Data Systems, Welch Allyn, Kohler Kitchen and Bath, United Technologies Carrier Corporation, Saranac Beer, Canandaigua Wines (now Constellation Brands), Chase Manhattan Bank, and Bruno Magli Shoes.

    19851990

    Director, CorporateMarketing Communications

    Oneida Silversmiths Ltd.

    Oneida Ltd. is one of the world’s largest marketers of stainless steel and silver plated flatware for both the consumer and foodservice industries and the largest supplier of dinnerware to the foodservice industry in North America. Oneida's operations in the United States, Canada, Mexico, the United Kingdom, and China, market flatware products, dinnerware, serveware crystal and glassware. The company originated in the mid-nineteenth century and has since grown into one of the most recognized brands in the world. 

    • Successfully led corporate marketing communications, investor relations, crisis communications, and trade/consumer public relations efforts. Wrote and edited national award-winning corporate annual reports. Served as company spokesman and chief liaison with local, regional and national media. 
    • Built in-house digital design and production capability to enhance communications efficiency.
    19831985

    Director, Public Relations

    Cazenovia College

    Cazenovia College is an old and storied institution. Founded in 1824, the College has operated at its original site in the Village of Cazenovia for nearly 190 years and has been named one of America's best colleges by US News and World Report.

    • Led all public relations and communications efforts during the first two years of the college's transition from an all-women's college to a coeducational liberal arts institution. Wrote, edited, and designed all admissions, development, and alumni literature while serving as institutional spokesperson.

    Brand Development

    Education

    FDA Quality System Regulation, Requirements, and Industry Practice Certificate

    Association for the Advancement of Medical Instrumentation

    Professional and Community Involvement

    Current:

    Member, American Marketing Association (AMA)

    Past:

    Public Affairs Coordinating Council, AdvaMed; Chair, Marketing & Membership Development Committee, CNY MedTech (Medical Technologies Trade Association); Member, Campaign Leadership Cabinet, United Way of Central New York; Campaign Chair, Welch Allyn United Way Committee, Increased annual giving by $90,000, increased number of givers by 33%; Board of Directors, Onondaga Community College Foundation-Member, Development Committee; Marketing Committee, Association of National Advertisers; Board of Directors, Salvation Army, Syracuse Area Services-Chair, Public Relations Committee; Board of Directors, Boys & Girls Clubs of Syracuse; Board of Directors, Public Relations Society of America, Central New York Chapter