Dr. Cristina Crisan Tran Email & Phone Number

Zurich, Switzerland

Arbon, Thurgau, CH

Providing strategic guidance, market insights, and commercial expertise to Medtech SMEs across their journey from product development to market launch.

Zurich, CH

Zug, Switzerland, CH

• Strategic and operational leadership of the Medical & Commercial Education EMEA function with a team of 37 reports (8 direct) and 24 million CHF budget. Sales Academy added as role expansion from January 2022:
• Led Medical Education through a global pandemic by establishing hybrid pathway-based curricula and integrating virtual and in-person formats for different target groups, yielding 5 million CHF cost reduction
• Increased NPS scores by over 20% to consistently reach 80+ across all medical education activities
• Advanced diversity, equity and inclusion (DEI) within the industry by setting-up and rolling-out a women in orthopedics (WIO) EMEA wide program to accelerate female orthopedic surgeons’ careers
• Closely collaborated with Advisory Boards and redesigned the EMEA educational offering for surgeons (ZBIN) to become state-of-the-art in orthopedics
• Strategic partnerships: initiated and strengthened collaboration with 15+ world renowned academic institutions and KOLs increasing the commercial footprint in the respective markets

Villanova Di San Daniele, Udine, IT

• Consulting Senior Leadership Teams of small and mid-sized companies on building necessary structures to increase commercial effectiveness and drive growth:
• Developed a Commercial Excellence Approach for small and mid-sized subsidiaries
• Introduced a novel Customer Segmentation concept across all segments (hips, knees and shoulders)
• Identified target customers, allocated resources, and mapped sales territories
• Developed Customer Programs to acquire, grow and keep customers in the loyalty loop

Basel, Basel-Town, CH

• Strategic and operational leadership of the Global Customer Marketing & Education function with a team of 18 reports (6 direct) and 5.6 million CHF budget:
• Managed and continuously developed the product solutions and value-added services portfolio to strengthen Straumann as partner of choice for dental professionals translating into 10% points market share increase
• Contributed to double digit sales growth (20%+) by identifying and developing new customer segments (e.g. GPs and Women)
• Developed and successfully launched a unique holistic solution combining training formats, products, communication guidelines & marketing services to tap into a growing general practitioner (GP) segment and increase.
• Developed a program to position Straumann as the most patient centric Edentulous solutions provider in the industry leading to the conversion of 42 high-caliber international KOLs and ultimately driving sales
• Initiated and rolled out a global program to attract women (80% of dental graduates) into implantology and position Straumann as brand of choice for this segment

Stäfa, CH

• Setting-up from scratch and leading the Global Field Marketing function with a team of 11 reports (5 direct) and 3.5 million CHF budget:
• Built, structured and created strong credibility for the Global Field Marketing function to become a trusted partner for Global Product Management and the Country Sales Organizations
• Managed the full marketing life-cycle from launch to in-market management and phase-out across the entire portfolio
• Developed and executed the annual marketing agenda to improve the effectiveness of marketing spend, leading to savings of 15%
• Initiated, rolled-out and embedded commercial excellence across subsidiaries to drive sales and improve the sales organizations’ effectiveness – e.g. improved customer loyalty through churn modeling with predictive.
• Established a global marketing planning and review process and created Regional Marketing as a corporate function

Stäfa, CH

• Responsible for developing the Global Sales Operations function as well as advancing launch management and global pricing. Sparring partner to Group Vice President Sales to review market dynamics, competitors’.
• Set-up and developed new subsidiaries in emerging markets, including Mexico, India and Turkey. The latter one was built from scratch and turned into a 3m CHF business within two years.
• Managed all product launches contributing to the organic growth of the company by 300%
• Structured and conducted business reviews in selected markets; drove subsidiaries’ turn-around and business transformation projects to reach 10-15% growth
• Developed and championed the worldwide adoption of a value-based customer segmentation that revolutionized Sonova’s go-to-market approach
• Developed operating reports on key metrics to assess the overall effectiveness of the sales organization, provided benchmarks across subsidiaries, recorded and shared best practices

Stäfa, CH

• Building the necessary HQ structure to support local subsidiaries in their growth and structural challenges:
• Held dotted-line responsibility for 29 Managing Directors for sales operations topics, including product launches and pricing
• Held P&L responsibility for newly founded subsidiaries (Mexico, India and Turkey)
• Developed and implemented global pricing strategies; consulted subsidiaries to optimally price single products and portfolios
• Grew individual product prices by 5-10% and maintained a stable average selling price (ASP) across segments despite price pressure and reimbursement challenges
• Drove standardization of processes and tools to support the sales effort in the subsidiaries

Stäfa, CH

• Planed, executed and evaluated product launches for 25 subsidiaries
• Developed and implemented a global standard launch and pricing process, guidelines and tools
• Led the global sales integration activities of Sonova during the acquisition attempt of GN Resound

Zürich, CH

• Led a ten-person project team to identify the optimization needs of insurance quoting and application processes
• Developed and launched a portal for external sales representatives driving sales up by 15%

Zurich, Zurich, CH

Managed diverse B2B projects to develop an e-Newsletter for sales representatives and an online sales point for car insurance as well as optimized the overall communication and interface concept and drove the Division’s Intranet presence

Leadership Communication With Impact

Orchestrating Winning Performance (Owp) - June 2015, Organizational Leadership

Artificial Intelligence: Implications For Business Strategy

Digital Marketing Strategies: Data, Automation, Ai & Analytics

Dr. Oec., Management Cybernetics

Exchange Program, Business Administration And Management, General

Lic. Oec., Economics