Ellen Storms Email and Phone Number

Led global market planning and commercially launched a cloud-based clinical data analytic product that benchmarked laboratory quality control and test results. Aligned digital product road map to business requirements and drove migration of legacy product users to new cloud platform (53K participating instruments worldwide). • Developed a comprehensive technical service business case, financial model, and strategic proposal that resulted in the approval of project funding. The proposal highlighted value and feasibility of instituting professional services and post warranty support annuity recognizing $5.8M annually. • Performed customer research and analyzed sales data to identify market opportunity, improve user experience and innovation for product features, enhancements and value proposition by region. (Americas, EMEA, APAC)• Provided leadership for process improvement workshop that established key performance indicators for product migration plan. Aligned cross-functional teams of R&D software engineering, marketing, sales and service to execute KPIs, report and track progress of feature development delivery, target accounts qualification, detailing user account configuration before onboarding.

Created and drove product road map and go-to-market strategy for 3 cloud-based data analytic and AI (recommendation engine) digital media services for airline in-flight entertainment platform. Established product requirements, value proposition, oversaw business model and produced product communications for executives, internal stakeholders and customers.• Refined behavior analytic product requirements for data visualized on new dashboard utilizing Tableau. Collaborated with program, software engineering and IT teams to clean advertising and media data and reduce cost of updating users' customized reports.• Consolidated product requirements from 2 recommendation search engine development efforts, improving speed to market and resource savings. Extended growth opportunities by adding new machine learning (AI) search engine feature leveraging metadata for ground platform and on-aircraft display (Waterfall / Agile methodology).• Groomed user requirements for website UX / UI ordering / tracking improvements of application and game content valued at $4.3M. Worked with software engineering to clarify user requirements and managed offshore product development resources (encodes, test and debug).

Constructed market definition and road map for AV integration, digital media design and network operating center expansion into new global markets. Evaluated go-to-market strategy of professional services in 4 vertical markets: cinema, themed entertainment, mixed urban development and cultural center. • Performed gap analysis and competitive assessment realigning 3 technical design services in direct and partner channels and for expansion in APAC and EMEA.• Conducted analysis of expiring warranty install base, uncovering annual contract exposure in US theater market.• Built mobile app for enhanced post support service and increased customer post service satisfaction. Drove user stories, wire frame and Agile team of programmers, IT and call center for mobile access to near real-time status of service cases and equipment inventory information. • Collaborated with marketing team, generated collateral and support documentation for launch of new mobile application, "YourChristie," on Google Play and App Store to North America user base.

Delivered product roadmap and go-to-market product plan for automotive behavioral data analytic service platform (waterfall and Agile environment). Conducted market research and competitive analysis for proposed pricing and communication tactics for automotive manufacturers, agencies and dealers. • Tracked and reported cost of data attributes vs. cost of cookie data use for lead generation (OEM project funded at $1M.)• Partnered with finance to realign pricing model for 3-tiered product strategy and proposal process.• Spearheaded cross-functional team of 6 to execute product gap analysis and competitive assessment, validating product positioning for launch.• Aligned product support and sales training materials to newly adopted “Challenger” selling model.

Produced marketing plan and identified product requirements for roadmap to consolidate 3 legacy data services and mobile app into single platform offering. Oversaw biweekly product planning and daily scrum (Agile methodology). Presented product roadmap and communications to executives and product training to sales teams. Collaborated with marketing to write copy and provide art direction for vertical market ad campaigns and promotions. • Drove product roadmap and go-to-market plan, generating 5% retention of new trial subscribers from lender, government and real estate users.• Coached 2 junior product managers through 2 product releases, resulting in commercial on-time product delivery and improved cross-functional department communications.• Conducted product gap analysis for 2 sales channels and tracked competition, helped prioritize product backlog.• Proposed strategy for website rebranding, improving navigation for 3 levels of data users (small and medium-sized business and custom users). Assessed partnerships and reported benefits of additional services to enhance or gain market diversification.• Built wire frame (Balsamiq), directed outside agency for SEO and design and guided project team for Salesforce.com connectivity.• Implemented go-to-market procedure for cross-functional team to follow resulting in on-time product delivery, commercial readiness and delivery of integrated campaigns reaching target markets.

Developed and executed annual marketing plan for clinical information systems (middleware) to drive product demand in North America commercial operations. Directed go-to-market activities and generated content for collateral, presentations, ads, white papers, GSA and IHN RFP / RFQ support, website copy, public relations, key opinion leaders for speaker bureau and webcasts, sales training, and trade shows. Supervised day-to-day product activities related to forecasting, sales product training, branding, positioning, competitive analysis, promotion and obsolescence.• Transformed IT services into a new business model for clinical information systems and grew data management accessory product 30% annually to present state as a primary business line for Beckman Coulter.• Created product positioning, target market definition, strategic pricing and competitive evaluation resulting in a positive cash flow model and sustaining 80% North America market share position.• Launched 2 major data management system upgrades, IT applications services, extended quality control for automated validation of test results, equipment remote diagnostics, ISO software tailored for clinical labs, 30+ webinars and product e-learning services with CEUs – all new innovation initiatives producing new revenue.• Designed lab accreditation tools for diagnostic lab micro website; services included e-learning industry curriculum, quality system software, inter-laboratory comparison program and remote diagnostics. Customer-centric portal statistics reported as top frequently utilized link on corporate website.• Established quarterly product e-newsletter, online training and field travel support to key customers, increasing sales force adoption and effective implementation of programs.