● Utilize direct-to-patient skills gleaned from working in the medical device industry, excelling in this regional hospital setting ● Create and oversee system-wide consumer and channel management marketing programs and campaigns● Construct targeted marketing campaigns that increase ROI, brand awareness, preference and loyalty across targeted consumer market segments ● Aim to achieve brand and marketing goals alongside system, service line, physician, facility and program leaders● Leverage customer/competitive data and consumer research as a part of the strategic planning process● Developed and utilize CRM technology that promotes a “digital first” mentality; use this to target audience segmentation and for journey building endeavors● Oversee social media and website strategies, as well as the launching of new websites ● Actively engage in media planning in partnership with an external agency

● Brought to life the objectives set forth by the company for direct-to-patient marketing and communications; joined with multidisciplinary teams● Developed every marketing effort Biomet has directed toward patients ● Supervised direct-to-consumer functions including product selection, name, warranties, positioning, messages, competitive research, concept development, media planning, testing, reporting and compliance measures● Crafted fully-integrated campaigns across TV, print, outdoor, radio, microsites, lead generation, web, video, email, print, tradeshow and educational material platforms● Developed call center, fulfillment, distributor and healthcare provider co-op programs, including all public relations and community outreach ● Facilitated marketing to primary care physicians, developing launch kits used by orthopedic surgeons ● Guided media planning and public relations on the local and national levels● Devised national media plans featuring multimillion-dollar budgets● Developed and implemented test market strategies, as well as those for local and regional markets● Coordinated launches including educational efforts, support delivery, onsite visits, development of best practices and creation of related materials● Carefully manage relationships with marketing agencies, call centers, PR agencies and celebrity spokespersons● Formulated Biomet campaign materials and programs for company, distributor, hospital and surgeon use● Prior to 1995, carried out only surgeon-centric marketing efforts; excelled in a team setting to prioritize patients using educational materials, new product data and holistic programs to increase satisfaction and boost joint replacement sales● Carried out branding efforts for Biomet’s Oxford Partial Knee Lifetime Implant Replacement Warranty in 2012, the only partial knee lifetime implant replacement warranty in the orthopedic industry

● Developed pioneering healthcare initiatives intended to educate prospective patients on partial knee replacement specifics● Offered surgeons tools to facilitate seamless community outreach, enabling them to boost awareness and establish expectations for potential patients as it pertained to their surgery options● Expanded the program into a comprehensive e-commerce site for distributors and healthcare providers, affording them the opportunity to purchase from a 187-product portfolio● Partnered with knee, shoulder, hip and sports medicine product teams to assess needs for new product launches● Devised educational and outreach programs intended to educate patients and physicians alike● Created, edited and finalized all patient-centric website content● Promoted new healthcare concepts to orthopedic surgeons and hospitals, engaging stakeholders in onsite visits and presentations● Developed and marketed the Biomet Joint Concepts Program to hospital executives and orthopedic surgeons; offered details regarding this comprehensive offering designed to implement a Center for Joint Replacement concept in hospitals● Advocated for the Biomet Rapid Recovery Program in working with both hospital executives and orthopedic surgeons● Performed a detailed analysis of orthopedic service line OR efficiency inclusive of the Center for Joint Replacement

● Acted in a Marketing Manager capacity to oversee healthcare projects● Additionally, managed the development and launch of consumer marketing efforts