Educating young minds in the wilds of business and marketing.

PATIENTAPPS, INC., MA 2017 - PRESENTHEAD OF COMMERCIALDigital Health Software startup focused on delivering benefits to surgical practices through patient engagement. Apps guide patients from diagnosis, through PeriOp and, at-home recovery. Delivering procedure and disease specific patient-education patients want, along with protocols vital to the service-providers delivery of care, via mobile apps. • Transformation from concept to product pilot, in collaboration with the technical and operational team members• Develop, plan and implement commercial plans and strategies in collaboration with executive leadership• Customer Voice – incorporating VOC into product requirements and value proposition• Development of Ideal Customer Profiles• Market modeling and analysis to guide focus and targeting commercial opportunities • Sales models and establishing early sales channels to access target customers• Generally putting into place elements and processes that one might expect are necessary to transform a startup from a “cool idea” to a commercial entity, delivering a well-targeted, market-defined product and in preparation for early funding.

Unique IPCD-based DVT prophylaxis technology; ActiveCare+ S.F.T.® products provided in a services model. Responsible for the U.S. operating unit of this public (TASE) medical device company. Brought in to develop a turn-around plan to revive a struggling organization, secure board approval and VC support, and position the company for a sale. • Won board approval for funding commitment for a 30 month turn-around plan with proof-point metrics and driven by new revenue sources, streamlining process, sales channel efficiency, customer needs alignment, and COGS reduction.• Increased billing efficiency: Reduced patient therapy cancellation rate by 76%; Increased pre-therapy payment rate by 68%• Installed orthopedic-specialty MR sales channel• Streamlined operations and processes; Grew internal processing capacity by 2X; Eliminated unprofitable outlets.• Exit Transaction –SOLD to Zimmer-Biomet

Responsible for commercialization of this early-stage medical device company’s first product, a device to non-invasively monitor patient minute ventilation. Developed and executed market and distribution strategies. • Built a commercial team, including regional sales, marketing and field clinical teams to provide sales-focused support; eliminated ineffective indirect channel • Retargeted sales efforts from critical care to procedural and post-acute applications• Business Development – early success in delivering key strategic partners to the table• Highly successful product reintroduction that built enthusiasm after earlier moribund interest

Recruited to architect and achieve ground-up commercialization and create both market development and distribution strategies for this startup, offering a unique nasal pulse oximetry sensor. The goal was to commercialize the product or drive sufficient interest to achieve a sale. That sale was completed in 2018. • Developed and launched an integrated strategy to drive market awareness and pull• Assembled and led the team of sales, marketing, clinical and communications professionals to drive commercialization• Established a nationwide sales channel of 10 specialty distributors and 60 reps in 6 months• Carried out a highly successful rebranding and company commercial launch.• Initiated a successful business development effort that brought five potential partners to the table

Vice President, Marketing [Aug 2010]• Accelerated innovation and maximized realization of shared corporate goals by linking sales, marketing and R&D with a focus on product innovation and value creation. Led product road-mapping with the executive and product management teams; responsible for all aspects of product generation, from market need assessment to requirements gathering, and development project leadership.• Repositioned non-intubated capnography in the market, from a novel product, to a technology necessary and effective for monitoring patient respiratory status, and solving a serious problem in the market. • Contributed to market development for non-intubated capnography, then a novel measure of patient ventilation status, now a standard-of-care with global market that’s grown from ~$100M to nearly a half-billion dollars.• Contributed to sustained revenue growth of 20% YOY, from $23M to ~$81M.• Changed the direction of product development by bringing customer voice into the company to drive innovation focused on an understanding of customer needs and challenges. • Assembled and led a 20+ member team responsible for all aspects of strategic and tactical marketing, including Clinical Marketing, PR, Marketing Communications (collateral, branding, messaging and tradeshows), Demand Generation, Clinical Education and Product Management (product strategy, product generation, downstream sales support).• Accelerated product innovation with a string of key product successes which included: SmartCapnoline® consumables line, Capnostream™20 monitor, SARA™, IPI™, Smart Breath Detection™ and HFOV™.• Increased customer success and improved customer retention by delivering targeted programs. These programs stimulated product adoption increase by as much as 250% in some territories.

Progressed though early roles: Sr. Clinical Product Manager, US Patient monitoring Product Manager, Director US Marketing, Global Product Manager for monitoring line. Highlights included:• Responsible for global product management for patient monitoring product lines worth $120M, including a broad range of capital and consumable medical devices. • Successive U.S. annual sales growth of 67% to $40M (2002); 30% to $51M (2003). As a result, our division’s market share increased more than 30%.• Delivered highly successful product targeted for emerging markets. Led project to identify and quantify the opportunity, gathered market requirements and launched the product in less than a year. • Delivered specialty parameter module concept that greatly improved product performance.

Responsible for:- Delivering programs that realized sales increases of 67% from $24M to $39M in 2002, and a sales increase of 30% from $39M to $51M in 2003. - Programs contributed to market share increases of more than 30%.- Developed and led a 10 member team.