Greater Minneapolis-St. Paul Area
I am a Vice President and Senior Director level medical device marketing leader with accountability for product and portfolio commercialization across Class II and Class III capital and disposable platforms. I lead commercialization and growth strategies supporting hospital, procedural, and outpatient care environments within global enterprises and PE backed growth stage organizations. I own portfolio strategy and go to market execution from upstream planning through downstream commercialization. My experience includes capital equipment, disposables and consumables, drug device combinations, and connected digital solutions. I have led product launches, lifecycle strategy, and portfolio optimization in regulated environments where clinical evidence, economic value, and commercial execution align to drive adoption and revenue. I have built domain depth across vascular access, interventional cardiology, structural heart and heart failure, neurostimulation, spine and orthopedics, and minimally invasive surgery. I have directed commercialization strategies spanning hospital, procedural, outpatient, and direct to consumer models as care delivery shifts beyond the acute setting. I translate clinical workflows, customer insights, and market data into clear positioning, launch strategy, and scalable commercial systems. I partner closely with research and development, clinical, regulatory and quality, market access and reimbursement, operations, legal, and sales teams to ensure alignment from strategy through execution. I lead and develop product, portfolio, and global marketing teams and manage agency partners to drive focus and measurable results. My leadership style emphasizes clear ownership, disciplined execution, and cross functional collaboration to support growth and portfolio expansion. Leadership focus areas include: Product and portfolio ownership including lifecycle management, pipeline prioritization, portfolio strategy, and phase in and phase out planning Commercialization and growth including segmentation and targeting, positioning and messaging, launch execution, sales enablement, and demand generation Value and access including health economic value propositions, coding and reimbursement strategy, and hospital and value analysis messaging Enterprise leadership including team building, cross functional alignment, change management, and M and A integration support I have led marketing and commercial strategy across global enterprises and PE backed organizations navigating scale, transformation, and portfolio evolution.
Operating executive leadership within medical device, digital health, diagnostics and SaMD organizations, leading strategy and execution of product, portfolio, and commercialization initiatives across growth and transition phases. Lead execution of product and portfolio marketing, go-to-market strategy, and commercialization initiatives in partnership with C-suite and functional leaders. Assume operational ownership of positioning, segmentation, messaging, and launch execution across physician, hospital, and consumer-influenced channels. Build and execute commercialization plans for medical device, digital health, diagnostics, and SaMD platforms, spanning pre-revenue, launch readiness, and post-launch optimization.
Led international commercial P&L for a private-equity-backed, PMA-approved Class III orthobiologic platform within the $2B U.S. spine biologics market. Accountable for revenue growth, distributor performance, regulatory continuity, and multi-channel operations across EMEA and APAC • Improved international revenue performance from single-digit to double-digit quarterly growth while reducing operating expenses by 33% through distributor optimization, forecast governance, and market prioritization. • Directed international commercial model spanning distributors, direct sales, marketing, contracting, finance, clinical engagement, and 3PL logistics across EMEA and APAC. • Led regulatory transition from MDD to MDR, preserving EU commercialization and reinforcing distributor confidence amid tightened notified body requirements for Class III portfolios. • Instituted disciplined S&OP and demand planning, improving forecast accuracy and inventory visibility across international markets. • Presented quarterly P&L performance reviews and international growth roadmap to Executive Leadership Team.
Led enterprise commercial planning, market access, and revenue architecture for PMA-approved orthobiologic portfolio, partnering with ELT, Board, and private equity sponsors to guide capital allocation and organizational scale. • Built 5-year commercial and revenue model in partnership with executive leadership, establishing planning assumptions and capital allocation framework supporting 30% year-over-year organizational growth. • Built and scaled Market Access and Reimbursement function, securing executive approval for headcount and budget investment, developing payer value tools and hospital economic narratives that reduced denial rates by 3% and supported IDN contracting. • Secured capital investment and led enterprise ERP and order-to-cash transformation, modernizing forecasting, demand planning, and commercial visibility while delivering $1.2M in annual operating savings. • Led commercial due diligence analysis to inform strategic investment, category adjacency assessment, and capital allocation decisions in collaboration with executive leadership. • Led cross-functional team including direct reports in analytics and reimbursement, partnering closely with sales leadership to accelerate field adoption and strengthen commercial execution.
Owned global marketing strategy for services within a global CRO, supporting organic and inorganic growth and M&A integration.
Led U.S. portfolio commercialization and lifecycle strategy for Medtronic’s Structural Heart TAVR franchise, directing launch of Evolut PRO and overseeing CoreValve and Evolut R within one of Medtronic’s first billion-dollar therapy platforms. • Drove ~40% fiscal year portfolio revenue growth following Evolut PRO launch and intermediate-risk indication expansion, accelerating competitive conversions and academic/IDN penetration. • Owned U.S. revenue forecast, AOP development, and QBR presentations to Director and VP leadership, aligning lifecycle execution, demand planning, and capital allocation to growth targets. • Led lifecycle phase-in/phase-out strategy across portfolio SKUs, reducing legacy SKU obsolescence risk by ~90% while protecting margin and forecast stability. • Developed competitive response strategy versus market leader, building hemodynamic differentiation narratives, objection-handling tools, and claims matrices to support share gain in targeted academic and IDN accounts. • Partnered with Global Marketing, R&D, and Clinical to lead structured physician VOC and formative usability studies, translating clinical workflow insights into design requirements, risk mitigation inputs, and platform evolution strategy for next-generation TAVR and mitral therapies. • Managed commercialization investment across national launch activation, conferences, and physician engagement programs aligning spend to portfolio objectives.
Led U.S. portfolio commercialization and lifecycle execution for a ~$125M directional atherectomy franchise during the $52B Covidien–Medtronic integration, stabilizing revenue amid DCB-driven cannibalization while expanding upstream and downstream portfolio ownership. • Directed national launch of HawkOne, driving 150bps market share gain within two quarters and achieving record-setting average daily sales (ADS) performance. • Reduced portfolio SKU count from 27 to 19 and implemented region- and account-based phase-in/phase-out strategy, delivering ~$1.6M annual savings while preserving revenue continuity. • Designed channel-specific pricing strategy across hospital and OBL segments, driving 2–3% ASP uplift in acute accounts while protecting share in price-sensitive environments. • Developed DA + DCB bundled therapy strategy (DAART) to mitigate projected cannibalization risk following DCB market entry, aligning clinical data, reimbursement positioning, and pricing architecture. • Instituted forecasting governance maintaining single-digit variance to plan, preventing backorders and protecting national GPO access during launch cycles. • Led structured physician VOC and usability validation initiatives in partnership with R&D and Clinical, translating insights into next-generation product requirements and differentiated positioning strategy.