Case Study #1 –National Sales Director, NeuroPace
NeuroPace, a Silicon Valley-based med tech manufacturer, sells The RNS System, an award-winning med device with the first and only closed-loop neuromodulation system that can monitor and respond to brain activity to treat neurological disorders with responsive neurostimulation.
- Exceeded all company sales quotas: achieved $65M+ of sales revenue for 2023 vs. expectation of $50M (130% achievement to quota)
- 44% overall YOY growth 2023 vs. 2022
- 19% YOY growth (Q1’22 – Q1‘23)
- 62% YOY growth (Q2’22 – Q2’23)
- 47% YOY growth (Q3’22 – Q3’23)
- By hiring and training a world-class leadership and sales team, refining the commercial strategies, revising the incentive compensation plan, revising quota setting methodologies, implementing field execution with precision, and creating a culture of driving excellence through accountability, I led the organization to record-breaking RNS system sales and quarter over quarter (QoQ) sales growth, with every quarter being the best quarter since joining the organization.
- Served on NAUTILUS Steering Committee (FDA Clinical trial to expand indication to Generalized Epilepsy), which closed enrollment 2 Qs ahead of expectations
- Collaborated with Regulatory and Legal to ensure compliance with marketing and sales
- Collaborated with Quality Assurance to address, correct, and mitigate any issues to patient safety with sterilization issue
Case Study #2 – Director of Sales, Avantor
Serving every stage of R&D and production, Avantor, a Fortune 500 company, is a leading global manufacturer and provider of mission-critical products and services to customers in the biopharma, healthcare, education & government, and advanced tech & applied materials industries.
- Managed a $150M+ global market, supplying critical lab and production products and consulted on upstream go-to-market strategies for both startups and large, integrated companies in the biotech, pharmaceuticals, and life sciences industries.
- Grew sales revenue by 50% YOY with $20M+ product sales (with 25% gross margin) and $27M in additional SaaS (services and digital solution) in just 8 months by recruiting and training a top-performing sales team and by winning contracts with key multi-national customer by facilitating and implementing cross-functional collaborative strategies.
- These end points were achieved beyond expectations by:
- Collaborating with portfolio and category managers, strategic partners, training managers, manufacturing, transportation and logistics, and improved internal & external stakeholder engagements.
- Provided ongoing leadership and support to regional sales managers and major account managers.
- Developed better forecasting methodologies, negotiated contracts with better profit margins
- Trained leaders to have better business acumen to effectively and efficiently increase revenue.
Case Study #3 – Director of Sales, S+N/Ceterix
Acquired by Smith+Nephew, Ceterix Orthopaedics offered a line meniscal repair products. Retained by S+N to serve on the integration team to provide integration strategic planning, change management, cross-functional leadership, product training, and team building for full US and International integration of acquired suite of products
- Collaborated and executed the turnaround corporate sales strategy with Ceterix Orthopaedics to build a hybrid team of direct territory managers and clinical specialists along with selected distributors reps
- Within 18 months, Ceterix was acquired by S+N. Drove integration strategic direction to realize +12% growth of NovoStitch line of meniscal repair products in a $500M meniscal repair market by utilizing sales analytics, business insights, and portfolio sales management
- Exceeded quota in product revenue by 120% and achieved 65% year over year (YOY) revenue growth within the divisional sales organization
- Increased new account acquisition by 325% and customer retention by 88% by collaborating with global marketing leadership to develop account growth strategies and improve customer engagement
- Conducted sales planning, performance evaluations, forecasting reviews, traveling in the field to manage sales team, meet customers, key opinion leaders (KOLs), and VAC presentations, involving hospital/ASC administration, C-suite, and other stakeholders
Case Study #4 – President & Founder, Pinnacle 321
Pinnacle 321 specializes in startup strategy and sales distribution of innovative med device and biotech products
- Conducted due diligence to vet manufacturers and built successful commercial go-to-market strategies for product lines. Prepared proposals, delivered presentations, and negotiated contracts with C-suite of hospitals and healthcare companies. Product lines carried: Ivy Medical (Stryker), Cascade (Selphyl) PRP, DJO Global (Enovis) total joint replacement systems, Ceterix Orthopaedics, aap Implants, Maruho Medical, Spartan Medical, LifeLink.
- Generated $1M in profits within the first year of inception serving as a key commercial partner with 8 startups, 2 of which that were successfully acquired: Stryker acquired Ivy Medical and Smith+Nephew acquired Ceterix Orthopaedics.
- Secured $3M revenue in orthopedic medical devices, capital, and SaaS sales & secured multiple IDN contracts in Hawaii (HPH, Kona Community Hospital, Castle MC and Queens Medical Center)
- Secured a national contract with Kaiser Permanente for medical devices and associated SaaS products
- Achieved 120% growth for orthopedic/sports medicine product line and 78% revenue growth in the total joint product line by establishing the business development strategy with new products, markets, and geographies.
- Responsible for creating and executing 3 consecutive years of successful three-day CME symposiums- San Francisco Center for Joint Preservation – attracting a world-class faculty in orthopedics sports medicine with an international audience
- Secured the sale of the company following recruitment to join Ceterix leadership with valuation of $6M
Case Study #5 – Distributor, Ivy Medical/Stryker
Acquired by Stryker, Ivy Medical was a medical device manufacturer providing all-inside meniscal repair devices and collagen meniscal implant.
- Collaborated and executed the corporate sales strategy with Ivy Medical and Stryker leadership and the incoming NorCal distributor for the successful integration of Ivy Medical meniscal repair devices (Ivy Air, Sharp Shooter, and Collagen Meniscal Implant) which were all acquired by Stryker
- Drove strategic direction with distributorship to realize +15% growth in utilization of Ivy Medical meniscal repair device and Collagen Meniscal Implant by leveraging relationships with qualified ortho/sports medicine surgeons in the SF Bay Area.
- Collaborated with leadership at Pacific Medical to train sales representatives and provide transition planning to set up Pacific Medical for success.
- Conducted sales planning, performance evaluations, forecasting reviews,
- Traveled in the field to manage sales team, meeting customers, key opinion leaders (KOLs), and assist with VAC presentations
Case Study #6 – Vericel
Combining innovations in biology and med tech, Vericel is a leading provider of advanced therapies for the sports medicine markets. Their products represent a highly differentiated portfolio of innovative cell therapies and biologics.
- Served on the change management team after the acquisition from Sanofi Genzyme to help build Vericel’s commercial infrastructure, streamlined commercial strategies, and exceed sales goals
- Collaborated with medical affairs, legal & regulatory, to ensure compliance and improve payer access
- Created first P2P medical educational didactic and cadaveric lab program in state of Hawaii for cartilage repair to train orthopedic surgeon on the use of Carticel
- Led payer access and optimization to dramatically increase national patient access to technology by leading:
- Payer approval criteria and allowable review for Aetna and Blue Shield
- Worker’s Compensation initiative to change the national Official Disability Guidelines
- Policy approval criteria review and allowable increase for HMSA (Blue Cross of Hawaii)
- Securing 5-year Contract with Tripler Army Medical Center (Honolulu, Hawaii)
- Securing Sole Vendor contract with Travis Air Force Base (Fairfield, California)
- Drove 218% growth by leading national KOL Development Initiatives that re-engaged top customers