Led market segmentation, targeting and positioning initiatives to drive downstream marketing and strategic integration of Devicor Medical Products, Inc. into new parent company structure. • Launched customer experience data collection surveys which generated highly credible, clinical content libraries for digital marketing and synchronization with CRM to support sales efforts. • Developed training continuum for new product management team to aid in creation of segment/persona specific digital marketing campaigns, significantly increasing lead generation. • Led quantitative and qualitative market research projects to track industry shifts, insights for integration strategy, significantly reducing costs by keeping research in house.

Led downstream marketing , public relations, clinical education and healthcare reimbursement strategies to support the growth of a newly formed company in the breast disease diagnostic sector. • Agency liaison and content author for company web site, press releases, marketing/clinical collateral. PR initiatives included segments featured on the Discovery Channel and Lifetime Television's Balancing Act.• Formed Clinical Advisory Board comprised of nation's premier Key Opinion Leaders to support new product development, clinical evaluations, evidence generation and global education efforts. • Managed the professional education team to deliver live event, trade show and web strategy to seed and develop markets for new product launches, resulting in >500 clinical evaluations globally. • Led healthcare reimbursement strategy to address undervalued rates assigned to new breast biopsy codes. Worked with CMS, consultants, societies, advocacy groups and legislators to restore appropriate reimbursement and women's access to optimal diagnostic procedures. • Redesigned global sales training model to include digitizing content, revamp of field based training, reducing new hire training costs by 30 percent. Executed design and delivery of annual global sales training meetings and state of the art global training center at company headquarters.

Led the field based marketing group in the development and delivery of the nation's premier clinical education continuum in the breast diagnostic space. Designed novel strategies to drive market expansion through DTC, payer and practice management initiatives. • Launched clinical training programs to target emerging markets and procedure adoption resulting in 30 percent increase in disposable sales and 40 percent increase in capital placements. Increased annual number of clinicians trained from 300 to 1,500 via live and web based programs. • Launched novel Faculty Development Program to train emerging clinical leaders in technical, presentation and market outreach skills, seeding ambassadors and the next generation of thought leaders in breast diagnostics. • Spearheaded execution of two multi-disciplinary consensus conference meetings on state of the art approaches for diagnosis and treatment of breast cancer, resulting in publication in major peer reviewed journals and national media exposure. • Created "Value of Choice" patient education series to inform women about breast diagnostic options, was adopted by >600 breast centers nationally. Developed content for national managed healthcare group to educate payers on clinical/economic best practices for breast diagnostics. • Developed performance management system and development continuum for field based marketing team that was adopted company wide.

Pioneered clinical education delivery models to support market development in Western US that were adopted nationally. Developed marketing/public relations materials to support customer's community educational efforts.

Developed breakthrough Videoscopic Heartburn Center (VHC), a virtual center of excellence comprised of 40 clinical experts throughout the US - designed to promote awareness of surgical management of gastroesophageal reflux disease. Increased procedure volumes by > 35 percent. • Developed VHC web site, wrote copy and served as media planner for DTC print and broadcast campaigns and established call center to direct leads to VHC stakeholders. • Organized interactive sessions featuring VHC experts on WebMD and other consumer health portals and created expert to patient web-enabled bulletin boards.