- Identified and evaluated partnership opportunities across established and emerging technologies to extend workflow value of the portfolio- Set up and developed collaborations with external partners to enable entry into Biologics and CGT markets- Identified and cultivated a KOL network to gain visibility in new markets- Partnered with the C-Suite and stakeholders across functions to identify priorities and define business strategy- Drove commercial KPIs together with the Sales delivering qualified leads within the timeline and under budget

- Responsible for B2B marketing of the bioprocessing portfolio- Managed $2.1B revenue internationally with a team of 11- Kicked off comprehensive competitor and technology landscaping for 2 markets, including analysis of funding, partnerships, expansions, portfolio, product and application data to identify trends, opportunities, and threats to the business- Created growth strategy with a focus on 2 new high-potential markets and influenced senior leadership to pursue this strategy- Built the Marketing function and the team- Led marketing strategy to drive revenue growth and define KPIs- Developed and delivered effective go-to-market, including target persona, positioning, messaging, target customer list, launch and campaign plan and execution, content, and Sales enablement and training- Developed, tested and optimized commercial strategy through close collaboration with Sales, data analysis, market research and VoC

- Drove $500M revenue in pharmaceutical bioprocessing CapEx, consumables, reagents and services globally- Led a team of 14 Professionals across Strategic Marketing, Product Marketing, Content, Demand Generation, and Application Experts, and established the function within the organization- Managed external collaboration partner relationships to ensure on-time execution of collaboration deliverables, including reporting on progress, performance and outcomes- Led market and competitor analysis and emerging technology landscaping and shared insights with the organization to inform Product Development, Collaboration Strategy and Commercial Strategy- Led new product business cases- Led change management workstream for Marketing teams during restructuring, including monitoring, tracking and communicating program timelines and deliverables to cross-functional stakeholders and Executive Leadership- Pioneered regular end-to-end reporting 2 times a month, defined process for identification of obstacles to success, for communication with stakeholders and for issue resolution- Led the development of a differentiated Marketing strategy for the portfolio in close collaboration with Product and Sales- Led content strategy and development, web strategy and execution- Led the execution of innovative integrated global campaigns to generate demand and drive awareness, with consistent delivery above targets

- Led the analysis of Voice of Customer to elucidate customer workflows, probe pain points, and develop personas in the cell-based therapies market segment- Led the development of regular market research to validate VoC at scale and test assumptions- Kicked off monthly 360-degree competitor review to reconstruct competitive landscape from the technology, positioning, messaging, content, and communications perspective- Forecasted revenue based on market analysis, projected yearly usage, historical sales, and Sales and Demand Gen capacity and extrapolated to MQL and Lead targets ($60M)- Established Marketing accountability for revenue and set up processes for Sales-Marketing alignment and joint target setting (Leads to MQLs to SQLs to Wins pipeline)- Led the development of a differentiated, innovative go-to-market strategy, including target market, target offering, entry strategy, positioning and messaging (16 launches)- Led the development of application data strategy and content strategy as well as the production of marketing assets (>30 assets)- Led the creation of global and regional marketing plans in alignment with targets as well as budget planning and management (>4,000 tactics)- Led the execution of innovative integrated campaign plans to generate demand and drive awareness, with consistent delivery above targets (5% in 2021)- Pioneered an end-to-end commercial reporting dashboard to enable the optimization of commercial strategy and reported monthly to Senior Leadership, Sales teams, and Marketing teams

- Identified key market segments based on market fit, market growth, and competitive analysis and designed marketing strategy to effectively address these segments- Researched and leveraged KOLs as technology advocates in events and in digital tactics- Developed global multichannel demand-generating and nurture campaigns with internal and third-party resources- Authored and designed a lead-generating eBook asset The Guide to the Analysis of Extracellular Vesicles with input from R&D and Sales- Reported to the C-suite monthly on campaign KPIs (leads, web, social media)

- Built and executed a yearly marketing tactical plan within a set budget to accomplish strategic objectives, including lead generation and product launches, and exceeded lead generation target by 300%- In collaboration with strategic partners, developed positioning and messaging- Managed creation of in-house and 3rd party collateral aligned to customer needs (brochures, flyers, data sheets, infographics, videos)

- Developed unique positioning, built a field product campaign, and trained the Sales team and collaborators- Improved social media performance by >400% between Dec and May by using machine learning clustering algorithm to identify shared features of successful posts and implementing these features in new posts- Established a newsletter program, including locating relevant technical content, writing copy, and analytics

- Assessed market competition in biotech and physics instrumentation markets to guide R&D strategy- Developed strategy, built the story, and designed supporting collateral for the company’s core instrument portfolio- Designed and built www.hofstragroup.com and developed content strategy to boost Google keyword rank from p.4 to p.1 of search results

Web design, web copy, SEO, and Google Ads for life science and nutrition startups.Putting into images ideas and words of scientists, engineers, marketers, and analysts:- “MDMA in Autism”, Illustration for a talk at Psychedelic Science conference by Dr. Boris Heifets- “Tobira: Undervalued with a fast-tracked NASH compound”, Seeking Alpha- “Reading Between the Bars: How to see through figures and influence your audience”, NeuWrite West- “Consciousness”, Poster for a Neuroscience series at Empiricist League- “Synaptotagmin Brothers”, Finalist in Art of Science- "Ghosts in Your Genome", Dish on Science