Angie Howe Email and Phone Number

Led commercial strategy development and execution for endourology laser market in US. Managed budgeting, marketing plans, product positioning, challenger value-based messaging, clinical marketing, competitive blunting strategies, sales and customer training, product improvements, marketing literature, and promotion campaigns. Partnered collaboratively with cross-functional teams in sales, sales training, operations, clinical, and regulatory and worked closely with physicians and KOLs to maximize messaging and marketing campaigns. Primary markets included hospitals and ambulatory surgery centers (ASCs).Key Contributions:• Developed and executed marketing and training initiatives that drove sales growth of 171% from October 2023 through September 2024.• Developed launch strategy and executed marketing plans to commercialize first capital equipment.• Executed on-time market launch of thulium fiber laser by leading cross-functional team to complete market launch activities and establish infrastructure to support capital equipment.• Created comprehensive playbook and co-created training certification program for sales team that increased confidence in selling capital equipment and improved articulation of competitive advantages.• Spearheaded creation of benign prostatic hyperplasia (BPH) advisory board and led meetings.

Key member of leadership team for $20M business unit that strategically managed product portfolio and lifecycle initiatives including product requirements, design, regulatory 510(k) clearance, launch, and phase out. Responsible for marketing communications, promotions, sales collateral and tools, and tradeshow marketing for automated hemoglobin A1c and urinalysis analyzers, reagents, and consumables. Collaborated with sales, technical support, service, order service, and contracts to ensure an excellent customer experience. Primary markets include hospital, reference laboratories, and physician office labs.Key Contributions:• Designed, developed, and executed marketing initiatives that drove HbA1c sales growth of 182% from November 2020 through October 2021.• Launched 7 product lines into new market segments including HbA1c, urinalysis, and clinical chemistry. • Created preferred customer reference program resulting in 87% success rate. • Oversaw development of virtual demo tool that doubled the number of customer demos.

Managed product portfolio of institutional and self-care medical devices and marketed through national distributors in both professional health care and consumer retail segments.