Experience

Wondfo USA

• United States
• Medical Equipment Manufacturing
• 1 - 100 Employee

• Senior Strategic Marketing Manager

  • Aug 2021 - Present

  Lead organizational and product strategy, clinical product portfolio, and life cycle management. Develop business cases and strategies for the clinical products, related services, and commercial approaches for IVD instrumentation and assays for core clinical/pathology labs and identify new market opportunities and manage market risks. Direct customer-centric product development, programs, and activities for FDA 510(k) clearance of CLIA platforms & assays, POC molecular diagnostics products and launch Veterinary instruments and products by incorporating VOC-derived products and market requirements. Lead, develop and execute all aspects of product launch including upstream and downstream marketing. Manage go-to-market strategies including target markets/customer segments, branding, product positioning, communication strategy, pricing, sales training, awareness, and education programs as well as digital marketing strategies. Collaborate with R&D to develop new products according to market requirements, develop PRD & MRD and ensure the development of evidence-based marketing collateral & support initiatives. Work with the regulatory team to build appropriate product labeling and Instructions for Use documentation. Show less



BD

• United States
• Medical Equipment Manufacturing
• 700 & Above Employee

• Senior Product Manager

  • Mar 2018 - Aug 2021

  Responsible for driving Flow Cytometry antibodies and fluorochrome-dye portfolio strategy, developing a differentiated product roadmap that addresses customer needs, building business cases/forecasts to support new products, and developing communication plans for all aspects of downstream commercial execution including global brand positioning, messaging, and overall pricing strategy. Develop annual strategy and portfolio planning to define product development direction for antibodies, fluorescent dyes, and staining reagents market. Identified, lead a business initiative, and received innovation funding to develop Flow Cytometry blue/yellow-green laser dyes and antibody technology. Lead collaboration with spectral flow cytometry instrument team to drive next-generation dye technology and AI-guided fluorochrome selection to optimize spectral positioning of new dye launches. Managed high-stakes product recall with cross-functional teams including regional marketing, R&D, Sales, Finance, Operations, and Quality. Engaged all key stakeholders; developed a culture of trust and a proactive customer communication plan to minimize customer and commercial impact. Responsible for the total customer experience; directed new digital / web capabilities to support end-to-end customer buying process; initiate customer visits with sales to confirm communication plan exceeds customer expectations. Successfully developed and executed Brilliant Ultraviolet portfolio transition plan to a newer product format while continuing to grow antibody portfolio revenue. Initiate early collaboration with R&D and regional commercial teams to drive claims development and data generated plan to support meaningful value messages. Ensured customer perspective was incorporated into every aspect of product development leading to an omnichannel launch plan for BD Horizon Red 718 fluorochromes and OptiBuild portfolio, resulting in above target revenue growth. Show less



GreenLight Innovation

• Principal Consultant

  • Nov 2016 - Aug 2021

  Devise and implement organizational strategies and processes to position client business for growth and scale, developing relevant cases and recommending required investments to drive balanced growth. Managed a diverse team to develop a go-forward strategy for global clinical diagnostic companies; performed analysis, including acquisition target identification, market share analysis, competitive positioning, sales channel strategy, financial modeling, and portfolio roadmap. Remotely directed the development of a 5-year Plan Transition Strategy, for an NGO based in Afghanistan with short- and long-term options to increase coverage of high-impact healthcare interventions to sustainable healthcare development. Show less



Affymetrix

• Biotechnology Research
• 200 - 300 Employee

• Regional Marketing Manager

  • May 2015 - Nov 2016

  Part of ThermoFisher, Affymetrix/eBioscience is a world leader in world leader in immunology and oncology flow cytometry, multiplex, and gene expression instruments and reagents for both Life Science research and diagnostics. ** Responsible for tactical marketing of the entire eBioscience portfolio and molecular platforms and consumables across multiple business units. Develop marketing plans for the Americas (North and South America) by working cross-functionally with the sales and different business units to define and implement the go-to-market strategy, demand generation and nurture programs, in addition to the sales readiness plan. Build key scientific thought-leaders and supplier/distributor relationships critical for success. Lead Market Research and establish competitive information, be the “voice of the customer” (VOC) by understanding their needs in order to synthesize and concisely communicate information to internal teams. Lead the creation of marketing and advertising content for direct marketing campaigns. Collaborate with marketing communications to define, translate product positioning, key benefits, and target customers. Provide product and market knowledge to support sales activities through customer and end user visits, including sales training, field support of sales force and development of sales tools. Collect, analyze and distribute market intelligence and competitor information. Define and implement comprehensive tactical marketing strategies and new product launch programs for awareness to build demand and lead generation including but not limited to digital marketing, promotion, ads, iPAD app development and branding strategy. Develop ROI and marketing dashboards to monitor success of campaigns making adjustments to optimize performance based upon these results. Also responsible for messaging for trade shows and customer workshops. Show less



MilliporeSigma

• United States
• Biotechnology Research
• 700 & Above Employee

• Product Manager

  • Jun 2011 - Apr 2015

  As a division of Merck KGaA of Germany, EMD Millipore is a top tier supplier to the life science industry, and serves as a strategic partner for scientists, engineers, and researchers. **A leadership position; Responsible for managing product portfolio including product strategy, product development initiatives, key vendor relationships, sales curriculum development & product training and financial management of product categories. Attain revenue targets and forecasting. Provide a complete business plan for new product investments including estimated investments, required risks, market size and share projections, competitive factors, sales, marketing synergies and strategic fit. Build key scientific thought leader and supplier/distributor relationships critical for success. Lead the creation of marketing and advertising content for direct marketing campaigns. Provide product and market knowledge to support sales activities through customer and end user visits, including sales training and field support of sales force. Manage matrix organization relationships. Build a culture of trust and business driven innovation. Collaborate with internal organizations (R&D, operations, legal, regulatory, finance, marcom etc…) to ensure proper levels of support and to solve on-going issues within the team. Communicate and lend guidance on day-to-day workflow, and overcome problems/barriers to completing projects. Show less



EMD Millipore

• 1 - 100 Employee

• Lead Neuroscientist

  • Apr 2008 - May 2011

  Life Science leader providing cutting-edge technologies, tools, diagnostics and services for bioscience research and biopharmaceutical manufacturing; 6,000 employees, $1.6B revenue. **Optimize business performance by analyzing scientific market, trends, and competitive practices. Evaluate novel technologies to provide strategic product road-maps and development pipeline. Collaborate with different functional areas: Operations, R&D, manufacturing, sales, and marketing to develop and provide product definitions responsive to customer needs and market opportunities. Show less



Boston Strategic Partners

• United States
• Business Consulting and Services
• 1 - 100 Employee

• Health-Economics and Management Consultant

  • Aug 2007 - Jun 2008

  A private consulting firm that offers strategy, economic outcomes and clinical publications to Fortune 100 companies, start-ups, and private equity firms in the Life Sciences industry; 10-20 employees. **Worked with clients to effectively integrate business needs and technology solutions, provided strategic insights, and conducted competitive analysis to identify key differentiators. Effectively managed complex projects and defined, developed, delivered and presented casework to clients. A private consulting firm that offers strategy, economic outcomes and clinical publications to Fortune 100 companies, start-ups, and private equity firms in the Life Sciences industry; 10-20 employees. **Worked with clients to effectively integrate business needs and technology solutions, provided strategic insights, and conducted competitive analysis to identify key differentiators. Effectively managed complex projects and defined, developed, delivered and presented casework to clients.



The Princeton Review

• United States
• Education Management
• 700 & Above Employee

• Master Trainer

  • Aug 1996 - Jan 2008

  A test preparation and admissions consulting company offering private tutoring, classroom and online test preparation to help students improve their scores on college and graduate school admissions tests, 4000 employees, $139M revenue **Managed customer experience for all clients; maintained quality instructors for MCAT business unit and provided subject expertise for new literature and material development. Responsible for conducting trainings, certifying and hiring of prospective teachers. Collaborated closely with national and international franchise management to ensure successful integration and maintained quality teaching performance. Show less



University of Colorado

• United States
• Higher Education
• 700 & Above Employee

• Postdoctorial Fellow

  • Nov 2004 - Dec 2007

  HOWARD HUGES MEDICAL INSTITUTE UNIVERSITY OF COLORADO HEALTH SCIENCES CENTER Biomedical research institute that is committed to discovery and basic research; 14 lab members. **Utilized genetic screening, genome sequencing, SNP analysis and molecular biology techniques to identify novel genes involved in organogenesis of the lung, brain & craniofacial development. **Achieved two independent competitive NIH grants and maintained project budget HOWARD HUGES MEDICAL INSTITUTE UNIVERSITY OF COLORADO HEALTH SCIENCES CENTER Biomedical research institute that is committed to discovery and basic research; 14 lab members. **Utilized genetic screening, genome sequencing, SNP analysis and molecular biology techniques to identify novel genes involved in organogenesis of the lung, brain & craniofacial development. **Achieved two independent competitive NIH grants and maintained project budget