Anthony Serna Email & Phone Number

Clearwater, Fl, Us

United States

Carpinteria, California

Responsible for upstream and downstream marketing for voice restoration and ENT products. Activities include the development and oversight of the strategic marketing business plan, managing marketing initiatives, and developing competitive assessments. Responsible for development of user inputs for new product development and working with cross functional work teams throughout the product development process. Responsible for forecasting product sales, costing and pricing analysis.

Tampa/St. Petersburg, Florida Area

Responsible for all sales and marketing responsibilities for the company including developing the sales and marketing business plans; achieving sales budgets in conjunction within corporate profit and margin goals . Responsible for Sales, Marketing and Operations budgets. Responsible for upstream and downstream product development and marketing activities.• Directed Sales department, Marketing department, Operations, Warehouse and Customer Service through direct and indirect reports• Developed short term and long term business plans• Developed relationships with key customers and distributors • Negotiated contracts with national purchasing groups• Responsible for cost and pricing strategies for products and promotions

Responsible for marketing management of all product lines including; Blood Drawing Sets, IV Infusion Sets, Port Access Infusion Sets and Phlebotomy Sets.• Develop marketing strategy, plans and campaigns, forecasting, financial analysis• Bring expert analysis of competitive landscape• Develop new products in conjunction with cross functional work teams, Sales, R&D, and key opinion leaders• Bring KLA into operational status with GPO, IDN and National Contracts

Managed fluids franchise in Sports Medicine strategic business unit. This franchise was the market share leader in the industry. Responsible for writing and executing marketing fluid franchise business plan. Developed and maintained new and existing products. Developed marketing and sales training material.• Developed marketing plan for the arthroscopic fluid business segment • Expert in analysis of competitive landscape• Responsible for both Upstream and downstream marketing activities• Developed and launched new capital and disposable products including the 24k arthroscopic pump• Managed the Voice of the Customer (VOC) for use in design inputs to develop new products and refine existing products• Worked with cross functional work teams including Sales, R&D, Production and Operations to develop new and manage existing products• Developed downstream marketing literature, brochures, quick set up guides, training aids, videos

Supported brand strategy through strategic targeting of high value accounts. Provided educational opportunities and developed relationships with key opinion leader surgeons. Mentored sales representatives and provided a corporate presence in the marketplace. • Conducted the first clinical evaluation of Linvatec HD camera systems. This brought about Linvatec being considered a market leader in HD technology in the operating room• Worked in conjunction with Sales Representatives to close sales, trouble shooting and product installations• Represented the company as a product champion in arthroscopic / laparoscopic video, powered surgical instruments, arthroscopic fluid products and arthroscopic shavers• Identified, researched and developing relationships with key opinion leaders• Researched marketplace for competitive product evaluations, pricing, new product introduction and customer experience with competitive products

Global sales force Training Educator for the use of Hall Surgical orthopedic and Specialty powered drills and saws. Developed and delivered product training for Hall Surgical devices used in diverse surgeries including total hip and knee replacement, hand and foot, orthopedic spine, maxiofacial and mastoid surgeries.• Developed the first formalized Hall Surgical training curriculum which included basic, intermediate and advanced training and led the development of Linvatec’s first online product training• Conducted training seminars in US, Europe, South America and Asia on equipment and techniques used in orthopedics, ENT, neuro/Spinal, hand/foot and arthroscopic surgery• Produced and delivered the Hall Surgical training for the DePuy Orthopedics sales force under a co-selling agreement• Created a standardized In-Service program that allowed sales representatives to deliver repeatable training for nurses in hospitals and surgery centers

Assisted in developing and following the marketing plan for the Hall Powered Surgical Instrument franchise. Aided in developing and maintaining new and existing products. Conducted sales and trend analysis.• Assisted in the development of the first Hall Surgical PowerPro line of drills and saws• Primary trainer for first Hall Surgical Sales Force by Linvatec after the divestiture from Zimmer• Developed expert analysis on competitive instruments • Worked with Sales Representatives to provide expert assistance in operating room

Supervised eight customer service representatives and coordinators in daily activity at national call center.• Instrumental in successful customer service department relocation from California to Florida as one of only three experienced customer service representatives and ten newly hired personnel.• Key trainer in advancing the skills of the newly hired personnel.• Led the transition team to incorporate Hall and Linvatec customer service departments.

Supervised eight customer service representatives and coordinators in daily activity at national call center.• Instrumental in successful customer service department relocation from California to Florida as one of only three experienced customer service representatives and ten newly hired personnel• Key trainer in advancing the skills of the newly hired personnel• Led the transition team to incorporate Hall and Linvatec customer service departments

Assembled and tested Hall Surgical small bone and large bone pneumatic powered surgical instruments.• Built subassemblies and finished handpieces per workstation instructions• Tested assembled handpieces and recorded test results for device history record