Lead B2B and B2B2C marketing strategy, positioning and planning to grow awareness, leads, sell-in and sell-through revenue through HCPs (healthcare providers; primarily Dermatologists) and hair stylists. Efforts contributed to +44% YOY growth in Nutrafol’s #1 Dermatologist-recommended hair growth supplement brand claim and the following results for the professional sales channel: +73% YOY revenue, +46% YOY number of accounts, +33% YOY new accounts. • Lead go-to-market product strategy, planning and execution. Managed the launch of 11 products (supplements, collagen powders, hair serums and scalp microbiome topical line) to HCP and Salon sales channels in 2022 and 2023. • Launched the company's first sustained paid media awareness program with industry publications and associations to drive awareness, recommendation and leads with 20k+ HCPs and 101k+ stylists. Activities include digital and print advertising, social media, emails, editorial, clinical study and national campaign promotions, and webinars and podcasts with KOLs. • Oversee the messaging and creative development of in-office merchandising materials and digital consumer marketing materials (emails and social media content) for HCP and Salon accounts to promote to patients/clients; supporting sell-through sales. • Lead the promotion of the Nutrafol brand, products and thought-leadership activities at approximately 25 medical trade shows/conferences each year; email communications, social media, onsite promotions including digital and print advertising, trade show booth design and materials, and Nutrafol-hosted customer networking events.• Oversee the strategy and creative development of all communications, marketing materials and sales tools for sales team, HCP and Salon providers and their patients/clients. • Supervise and provide direction to the professional marketing team. • Develop yearly marketing plans and budget. • Manage agency partners including PR, email and creative agencies.

Consumer (B2C) and healthcare provider (B2B) marketing consultant for various clients including a biopharmaceutical chemical supplier (Spectrum Chemical), physician-dispensed CBD products (Integrated Healthcare Solutions), orthodontic/dental medical devices and luxury organic candles. Projects included go-to-market (GTM) strategy, value proposition development, product naming/positioning, brand strategy, lead generation programs, digital marketing strategy, digital/social media content development, design direction and clinical/creative copywriting.

Led global upstream marketing (portfolio strategy, product development) and downstream marketing (product launches, commercialization) strategy/execution for the HydraFacial skincare and scalp health platform including medical devices and consumables (treatment serums and skincare products) sold to Plastic Surgeons, Dermatologists and Spas. Managed and led the global product marketing team.• Led new product development and roadmap, global product launch/brand strategy, 360 marketing campaigns for HCPs and consumers, in-office marketing, customer acquisition/growth/retention strategies and device upgrade/trade-in programs; efforts contributed to 50% YOY growth.• Guided cross-functional team throughout a new stage-gate product development process including R&D, engineering, operations, RA/QA, finance and global commercial leaders.• Partnered with marketing communications team, marketing agency and PR agency to build strong HCP and consumer brand.• Managed and mentored the product marketing team in the following key accomplishments: > Global launch/commercialization of a new “scalp health” product category for the company; HydraFacial Keravive (in-office treatment with device & take-home spray) – global sales exceeded forecast by 200% within first 2 months of launch. > International launch/commercialization of company’s premium medical device; contributed to +77% YOY device sales. > Commercialization of a new customer/consumer "personalization" campaign with consumer Skin Assessment tool and device promotions driving customers to consecutively purchase 2x more in consumables across product lines. > Launch of 3 booster treatment serums and 2 skincare products with skincare partners contributing to +22% YOY revenue. > Global rebrand of Perk Lip & Eye treatment/take-home serums contributing to +125% revenue growth YOY. > 10+ product/line rationalization strategies and execution; an improved and standardized end-of-life process.

Led brand strategy development and execution for the launch and commercialization of Henry Schein Orthodontics’ SLX™ Clear Aligners - a new product category for the company. Developed brand identity, physician and consumer messaging and marketing materials, advertising campaigns, editorial, sales tools and training, pricing/promotions, KOL engagement and physician/consumer website (www.slxclearaligners.com). Led the strategy, content development/design and management of a digital lead generation program leveraging e-mail, social media and display advertising to acquire, nurture and grow customer base.

Responsible for strategic planning and implementation of physician marketing programs designed to increase awareness, acquire customers and drive revenue for company’s weight-loss gastric balloon system. • Developed branding and targeted messaging for Plastic Surgeons, Gastroenterologists and Bariatric Surgeons.• Led business development initiatives to reduce barriers to product adoption and increase the company’s value proposition. • Managed/executed physician acquisition programs including lead-generating email campaigns, advertising, Public Relations, prospecting events, collateral, sales tools and webinars.• Led national and regional tradeshow strategy, planning, marketing and execution.• Identified and established relationships with societies, KOLs, industry influencers and media outlets.• Conducted physician research to inform strategy, messaging, pricing and material development.

Responsible for the profitability and growth of company’s premium Damon™ System braces global portfolio. Implemented Physician and Consumer commercial strategies which drove 6-10%+ YOY growth for 4 consecutive years in a mature market.• Earned 2015 “Marketing Excellence of the Year” Award for the strategic launch of unique consumer marketing tools and customer training to strengthen company’s value proposition.• Developed/executed global go-to-market strategy for Damon Clear2 and Damon Q2 braces launches including positioning, claims, pricing/promotions, marketing/sales collateral, lead-generating digital campaigns, advertising, PR, clinical training, KOL onboarding, patient marketing and event marketing. 2016 new product revenue exceeded plan by 35%. • Led the development/execution of short and long-term strategies to acquire, retain and grow customers; product improvements, enhanced value proposition, lead-nurturing digital campaign, augmented training, promotions, and a new co-marketing program. Efforts contributed to 6% rev. growth and 3% market share growth YOY. • Managed key opinion leader (KOL) relationships and initiatives; led clinical education via events, webinars & training materials.• Developed an interactive patient education website, www.mysmileconsult.com, to increase consumer demand for Damon™ braces and drive sell-through sales. Conceived concept, directed development and commercialization. Site received 8 industry awards and 70% customer adoption within first year.• Managed DTC and patient marketing strategy to increase consumer demand and maintain product ASP; established Damon™ braces as the #1 consumer fixed-braces brand in the industry via PR, press events with celebrity ambassador “Soul Surfer” Bethany Hamilton, patient marketing tools and digital marketing including bloggers, “Embrace Your Smile” braces emojis campaign and award-winning provider locator website www.damonbraces.com with a 48% increase YOY in consumer site visitors.

Global Marketing Communications Director, 2009 – 2013Global Senior Marketing Communications Manager, 2007 – 2009 Global Marketing Communications Manager, 2004 – 2007Highlights from progressive roles in marketing communications with Ormco Corporation:• Supervised in-house graphic design team and managed PR, marketing agency and printer relationships. • Directed branding, communications strategy and collateral development for 20+ diverse product launches comprised of braces, aligners, oral scanners, digital braces, adhesives, mini screws and more to drive YOY growth. • Led global corporate rebranding initiative that aligned the entire organization under one differentiated corporate brand promise (“Your Practice. Our Priority.”), one set of core values, and a new global visual identity• Developed/executed comprehensive marketing campaigns for flagship product line, Damon™ System braces, including direct mail, digital marketing, advertising, sales tools and collateral to drive revenue and event attendance. • Editor-in-chief and article contributor for company’s respected clinical journal, Clinical Impressions, with 25k+ global print circulation. Directed editorial, design and distribution of print and online editions. • Developed consumer education material and practice marketing tools to drive sell-through sales; educated physicians/staff on growth tactics via consultations, webinars and lectures at national tradeshows and seminars. • Directed the development and commercialization of corporate website ormco.com, practice marketing website marketing.ormco.com, and three consumer websites - damonbraces.com, insigniasmile.com and iceclearbraces.com.• Led pilot DTC campaign comprised of infomercials, commercials, consumer website, PPC ads and call center to test brand messaging and drive consumer awareness for Damon™ braces.

Responsible for the profitability and growth of the company’s largest brand, Zoom! In-Office and Take-Home Tooth Whitening Systems. Directed brand strategy, product launches and promotional campaigns. • Successfully launched the Zoom! Take-Home Whitening System and peripheral products on-time and on-budget. • Directed cross-functional teams throughout product life cycle (R&D, creative, purchasing, QC, packaging, sales, etc). • Developed trade ads, direct mail, in-office merchandising, patient literature, product packaging and tradeshow promotions. Wrote all promotional copy and directed design. • Prepared competitive analyses, sales forecasts, pricing strategies, sales training tools and educated sales team.

Managed/supervised entire health professions marketing department and drove the profitability and growth of 7 health professions product lines (print and electronic publications).> Recruited, trained and supervised marketing team of five associates.> Developed and implemented marketing campaigns comprised of direct mail, advertising, internet marketing, tradeshow promotions, sales collateral, and wholesale/retail merchandising. Wrote copy and directed design.> Prepared annual sales forecasts and budgets for 16 product lines; directed content development for new projects.> Conducted market research, supplied sales forecasts, pricing and promotion plans for new product P&Ls.> Educated and trained five sales channels through product presentations, support materials and sales calls.

Perfomed advertising account management functions for Goldwell Cosmetics, Blue Cross & Blue Shield of Maryland, McCormick & Col, Inc and Legg Mason Wood Walker, Inc.