Asher Cohen Email and Phone Number

Strategic Leadership and Vision:Spearheading product and design strategy, ensuring alignment with Ceribell’s mission and business goals.Developing a compelling vision for the product and design team, aligning with the company strategy.Collaborating with executive leadership to identify and prioritize opportunities for product innovation and market expansion.Team Building and Development:Recruiting, developing, and managing a high-performing team of product managers and designers.Fostering a collaborative, inclusive team culture that encourages creativity, innovation, and continuous improvement.Mentoring and coaching team members to achieve professional goalsProduct Management:Overseeing market research, impact assessment, problem identification, and competitive analysis.Cultivating relationships with key opinion leaders and industry experts to inform product development.Leading value proposition development, go-to-market strategies, pricing, positioning, and messaging.Product Design:Directing UX design and research to meet user needs and expectations.Capturing the voice of the customer to inform product design and improvement.Driving innovation to reduce complaints and enhance user satisfaction.Commercial Impact:Driven by the commercial impact of seizure detection products, focusing on revenue growth and new account acquisition.Defining and launching new business models for revenue generation, including SaaS, capital purchase, and disposable revenue models.Subject Matter Expertise:Leveraging expertise across neurology, epileptology, emergency medicine, and critical care.Staying abreast of industry trends to keep products at the forefront of the market.Artificial Intelligence in Healthcare:Keen focus on driving adoption and comfort with AI-driven clinical decision support and disruptive technologies.Leading initiatives to leverage AI for improved clinical workflows and outcomes, delivering value to healthcare providers and patients.

Responsible for building a team of passionate product managers and designers, driven to help Ceribell achieve success at scale.

Director of Product Management for the Coronary Devices business within the Image-Guided Therapy Cluster of Philips. Responsible for a team of product managers who own and collaborate on Strategy, Advanced Development, Product Development, Launch, and Maintenance for a portfolio of interventional cardiology imaging, physiology, and therapy devices along with their connected embedded software and custom hardware. Responsible for the collaborative development and communication of our strategic plan of record and product visions globally, pushing our business forward towards the goal of impacting the lives of 3 Million Patients by 2023. Passionate about culture, I drive people and process improvements to ensure that we are efficiently addressing customer needs through meaningful innovation.

• Lead a global marketing team of 5 product managers, owning deliverables for all line extensions and new products in our Systems & Software Portfolio sold in North America, Japan, EU and International Markets. • Own user needs research, product definition, feature prioritization, value proposition creation, business cases, global demand planning and post-market surveillance & maintenance across the full product lifecycle.• Partner with downstream marketing to build global product launch plans, competitive marketing campaigns, digital media strategies, product pricing and positioning. • Achieved double-digit YOY growth for IGTD Coronary Systems business generating $78MM in revenue and enabling another $400MM in disposable medical device sales.

• Responsible for the strategic vision and UX of our next generation interventional application platform to be distributed in 47 geographies, including FDA, CE, Shonin/Hoshin registrations. • Owned IGTD Artificial Intelligence product strategy including definition, prioritization, and scheduling.• Delivered integration & marketing input for the long-term product roadmap and advanced development funnel, prioritizing AOP spend and resource allocations required to hit growth targets.• Specialized in evaluation of new concepts using human-centered design techniques such as the G.V. Design Sprint, Customer Journey, Business Model Canvas, Advisory Boards, Customer Interviews and DfX.

• Worked cross-functionally and across the globe with the newly created Image Guided Therapy business group to define the integration strategy of our combined portfolios.• Conducted market research identifying key growth opportunities within the Coronary/Cardiac market.• Worked with Customers, R&D leaders & SME’s on vision and roadmap for the Cath Lab of the Future.

• Applied broad background in specification, design, and development of user interfaces for surgical planning and related applications helping produce best-in-class surgical planning system for hip and knee surgery.• Worked collaboratively with surgeon consultants and application engineers to understand user needs and to define and realize surgical planning and data management workflows. • Designed user interfaces and user experience components based on expertise in usability engineering processes.

• UX lead responsible for design of Volcano's flagship intravascular ultrasound imaging and functional measurement system.• Product Owner / Requirements Lead responsible for translating voice of customer input into user needs, business needs, system requirements and sub-system requirements.• Usability Validation lead responsible for planning and execution of Summative Usability Validation required to obtain CE Mark & FDA 510k following IEC 62366, AAMI HE 75 and Applying Human Factors and Usability Engineering to Medical Devices guidance.

• Utilized agile software development techniques on scrum teams responsible for front end software.• Lead development of system level test automation suites using Java Script in the Test Complete framework to satisfy formal system level verification activities for 510k & CE approved medical devices. • C++ development engineer, working in MS visual studio, JIRA, Code Complete, Perforce and Subversion.