Bill Winter Email & Phone Number

Knoxville, Tennessee, United States

Served in a newly-created downstream role as liaison between Product, Marketing, and customers. Developed customer educational materials to drive higher end user adoption rates. Created sales enablement collateral for cross-selling and upselling existing clients to new applications. Implemented standardized messaging and branding criteria to establish foundation for unifying three acquisitions into one unified brand. Provided on-site management and mentoring of young Marketing team for executive team that worked remotely.

Chattanooga, Tennessee, United States

Assigned clients included Children’s and North Hospitals, Orthopaedics, Behavioral Health and Sports Medicine. Strategic and tactical marketing for assigned service lines. Managed external agency and two freelancers to increase market awareness and drive patient acquisition. Multimedia promotion to diverse audiences including employees, patients, referring physicians and donors. Heavy sports promotion through sponsorships of local athletic events, Hamilton County high schools, and University of Tennessee Chattanooga.

Knoxville, Tennessee

Product development and direct to consumer message alignment for a global non-profit financial resources supplier. Primary responsibility was focused product development to contribute sales revenue for reducing dependence on donations and ultimately making the company more self sustaining. Managed a team of four in a broad spectrum of responsibilities including market research, product design, market launch, training, new partner development, vendor management, social media, web content, advertising, radio programming, video production, magazine publication and inventory management. Implemented Crown's first formal product development process to ensure maximum utilization of resources and shorten time to market.Main accomplishment was the implementation of a formal beta testing program that allowed staged testing and almost real time changes for a shorter total development time and earlier launch date for the company's new flagship study program.

Knoxville, Tn

In a hybridized marketing/operations role, provided product, systems, and market expertise in leading a cross-functional team in the ground-up development of DeRoyal’s first implant portfolio, infrastructure, training programs, and launch strategies to drive entry into the orthopaedic trauma market. Utilized focused portfolio development, account targeting, inventory management systems, and creative pricing programs to enter a mature saturated market. Developed messaging with product catalog, web content, sales and training presentations, techniques, white papers, and sales collateral. Portfolio included variable angle locked plates, locking distal radius plates, cannulated screws, instrumentation and cases.Key accomplishment was the highly creative combination of unique product design, international sourcing, and clever distribution model allowed for entry into a mature market that was dominated and heavily defended by three established competitors.

Mahwah, Nj

Telecommuted to develop domestic user needs and represent US trauma implant market in global ring fixation product development projects. Led US marketing team in providing downstream marketing support for the Deformity, Pediatric, and Foot & Ankle segment of trauma implants. Recruited, managed, and ensured AdvaMed compliance of US KOL team. Main product responsibility was maintaining market share for the mature flagship external fixation system, Hoffmann II. Other responsibilities included training of the US sales force, product launch planning, collateral development, advertising, P&L and supervision of marketing team.Primary accomplishments were the launch of the first external fixation frame platform designed to address both thermal and mechanical use of frame use in the MRI. Also spearheaded Stryker's entry into the emerging podiatry market with ankle fusion nail, variable angle locked plating, cannulated screws, and external fixation. Product and market development initiatives were instrumental in helping Stryker Trauma overtake the number two position in the U.S. Trauma Implant market.

Memphis, Tn

Directed global marketing for Spatial Frame and Ilizarov ring fixation systems. Led cross functional product development teams in formal Strategic Product Definition process with accountability directly to the Executive Committee. Spent extensive time in the operating room in the US, EU, Russia, Japan and Australia in a technical and sales support role. Primarily responsible for the gathering of user needs, championing those ideas through the product development process, and taking the resulting products to market. Created and executed training programs for orthopaedic surgeons and sales force. Recruited and managed stable of KOL's in support of the medical education program. Key achievement was the revitalization of the Spatial Frame. Developed the Fast Fx struts to allow frame use in acute trauma. Created the orthopaedic implant industry's first web-based operative planning software platform to allow surgeons modeling capability for shorter surgical times, reduced hardware cost, and improved long term treatment options. Also worked with KOL's to simplify the medical education program. The cumulative effects of these changes drove a 70% increase in hardware sales in the first year of implementation.

Memphis, Tn

Global product management for endoscopy, otolaryngology drills and shavers, and hand instruments. Performed classic full line product management role: forecasting, pricing, collateral development, field technical support, trade show support, budgeting, P&L, strategic planning, training of sales force, and product life cycle management. Primary responsiblity was the leadership of cross functional product teams to develop a new sinus shaver platform, otolaryngology drill, and surgical instruments. Developed and launched the Borders Safety Skin Hooks to help mitigate risk of infection of OR staff to bloodborne pathogens. Product was awarded a US patent.Key achievement was leading the project to develop the ENT market's first endoscopic sinus shaver platform completely from scratch with only an 8 month timeline. This was less than half the normal time to market for this divsion, and the project exceeded year one sales forecast by 38%.