Rob Robinson Email & Phone Number

Mason, Oh

Responsible for leading all aspects of AtriCure’s GPO, IDN and hospital system pricing positions, including contract negotiations, strategy development and GPO administrative processes. Success in this role is driven by strong collaboration with Sales Leadership, Marketing, Finance, and Operations, as well as strengthening partnerships with AtriCure’s GPO, IDN and Hospital customers.

Alpharetta, Ga

EndoChoice was acquired by Boston Scientific November 2016▪ Selected by executive leadership to turn EndoChoice's Pathology Operations around and integrate it into the Boston Scientific Endo Business Unit. Drew from past turnaround success in medical device sales & national accounts to implement process improvement initiatives across operations.▪ Led 75+ employees across vastly different departments including Laboratory, Medical Billing, Credentialing and Customer Care. Hired 30 employees and two key management positions.▪ Scaled operations to 3x current production output by end of 2017 ($20M to $60M) via a highly aggressive growth plan and built strategic plan for $100M operations.▪ Leading the Pathology Laboratory Team to drive quality services that are scalable while ensuring compliance with regulatory and accreditation agencies.▪ Leading Revenue Cycle Management teams to maximize collections and ensure compliance with regulatory and accreditation agencies.▪ Leading Customer Care and PathCare teams to provide a world class experience to our customers and sales force.▪ Leading LEAN activities to engage team and improve processes.

Alpharetta, Ga

▪ Drove GPO/IDN growth strategies via contract portfolio worth over $30M, with contractpositions for Fuse® (capital equipment), Single Use Products and Scope Repair Services.▪ Defined and implemented contracting strategies to enhance portfolio selling, generating over$1.5M in incremental growth.▪ Developed a completely new sales training program emphasizing revenue generation andsales force productivity. Included an 18-month adult learning curriculum, post-trainingmetrics, Field Sales Trainer enhancements and a Sales & Marketing Advisory Board.

Atlanta, Ga

▪ Achieved 99% reduction in pricing errors by leading a cross-functional team to completely overhaul the NetSuite GPO contract functionality. Followed through with extensive data analysis, program logic development and well-defined pricing strategy.▪ Formalized and structured the GPO/IDN contracting process. Owned all GPO/IDN RFPs, contract implementations and strategy. Negotiated/renegotiated 8 GPO agreements – including Premier, HealthTrust and Vizient and over 20 IDN agreements. Generated $4.7M+ in incremental GPO/IDN revenue growth (19% growth in 12 months).▪ Managed all aspects of Sales Operations including compensation plans, territory alignments/design, compliance, pricing strategy, National Sales Meetings and sales training.

Cincinnati, Ohio Area

▪ Promoted to develop business expansion strategies in emerging and developing markets worldwide. Supported the $1+ billion Ethicon Energy franchise, consisting of the ultrasonic and advanced bipolar energy portfolios.▪ Led the Harmonic 7® global launch and leveraged the Launch Excellence process to develop a comprehensive global product launch strategy, including messaging, sales training materials and communication plan.▪ Developed detailed strategies and tactics to define and standardize the: 1) global business unit co-positioning stance, 2) product launch acceleration plans, and 3) customer engagement.▪ Defined, developed and implemented key global strategic objective to drive company differentiation among an aggressive competitive landscape, through global sales teams, surgeon faculty and global marketing initiatives.

Cincinnati, Ohio Area

▪ Promoted to grow the Bariatric & Metabolic business and address competitive threats from major competitor. Built and implemented strategies that contributed to growth in market share from 55% to 60%.▪ Led US marketing for the endocutter Black cartridge launch; drove $1.5 million incrementalgrowth in US for 2012.▪ Volunteered to manage OUS launch, including the marketing plan for the global regions.▪ Identified need to strengthen training and product/clinical/stapling procedure understanding for sales representatives; created specialized sales training program which differentiated sales organization as experts in clinical product knowledge.▪ Reduced cycle time of endocutter product issue resolution, which considerably loweredcustomer impact and protected sales revenue.

Cincinnati, Ohio Area

▪ Increased sales from $20 million to $27 million in 3 years.▪ Developed and delivered the 2009 Advanced Bariatric Account Manager Sales School, fromcurriculum development to recruiting surgeon faculty.▪ Division Forecast Achievement Awards (2007, 2008, 2009). Realize the Dream Award.▪ Tournament of Champions Award, Realize Sales Contest Division Award.▪ Division of the Year 2009 (#1 of 10 divisions)

Baltimore, Maryland Area

▪ Recruited to re-join Ethicon to develop and expand the new bariatric surgery business in the Maryland and Delaware region. ▪ Responsible for surgeon/staff training, reimbursement expertise, market development and recruitment for area hospitals. ▪ Built territory revenue and achieved #4 and # 6 rankings in 2005 and 2006, respectively, out of 45.▪ Drove the development of new bariatric programs in the region, coordinating all aspects of their development with senior hospital administration and hospital cross-functional teams. ▪ Winner of Sales Excellence Awards (2005/2006) and Forecast Achievement Awards (2005/2006).▪ Member: 2006 Division of the Year, 2005 Division of the Year and 2005 Northeast Region Team of the Year.▪ Selected by Division Managers to serve on the Sales Advisory Council. Named Bariatric Field Sales Trainer.▪ Identified as high-leadership potential Account Manager and selected to Sales Management Development Program.▪ Received numerous peer, divisional and regional leadership awards.

▪ Cultivated relationships with physicians across 2-state area for company’s newly acquired aesthetic laser company.▪ Developed market presence; provided consulting services to help physicians expand their practices by providing medical and aesthetic services to their patients. Conducted physician/staff training on class II, III and IV medical laser systems.

▪ Managed client relationships with USi’s business customers; worked closely with engineers to provide all deliverables, including 24x7 technical/services assistance for multimillion-dollar business.

Lancaster, Pennsylvania Area

▪ Transformed severely underperforming territory; more than tripled territory sales.▪ Improved sales ranking from #300 of 335 account managers to #4 in 2 years; ranked #4 for 2 years in a row.▪ Built and managed customer relationships; provided account services and surgical instrumentation for 17 hospitals.▪ Trained surgeons and surgical staff members on advanced surgical instruments for minimally invasive and traditional surgery, including advanced laparoscopic procedures. ▪ Recognized with Sales Excellence Awards (1998/1999), Forecast Achievement Awards (1997/1998/1999), Impact Player Of The Year Award (1999), and Mid-Atlantic Area Outstanding Achievement Award (1999).▪ Named Field Sales Trainer and Chairperson of the Mid-Atlantic Trainer’s Council.

Mutliple

As Midwest Regional Admissions Director, United States Naval Academy:▪ Recruited and counseled qualified candidates for 11- state region; led 360 volunteer Naval Academy Information Officers. ▪ Conducted numerous briefings and presentations for senior ranking officers and congressional staff members, providing a direct link between the admissions office, Department of Navy officials and members of Congress.▪ Awarded the Navy Commendation Medal for superior performance of duties while assigned to the U.S. Naval Academy.▪ Ranked #1 lieutenant in the command among 14 other junior officers for 2 consecutive years.As Naval Flight Officer:▪ Mission Commander for 11-person combat aircrew and mission phases for multimillion-dollar P-3 aircraft and weapon systems.▪ Flight Instructor for all squadron Naval Flight Officers pursuing Mission Commander/Tactical Coordinator certification.▪ Managed the Naval Aircraft Training and Operating Procedures Standardization (NATOPS) program.▪ Ranked #1 lieutenant in the command among 40 other junior officers for 2 consecutive years. ▪ Only officer of 54 awarded Navy Achievement Medal for superior performance of duties while deployed to Mediterranean.▪ Directed multi-nation operations training; coordinated joint patrol/training operations within the Mediterranean.

Bachelor Of Science (B.S.), General Engineering

Master Of Business Administration (M.B.A.)