• Executed strategic and tactical plans to drive exponential growth of globally standardized clinical service laboratories, biopharma services and expand sales of oncology diagnostic portfolio to over 160 countries• Designed and directed omnichannel marketing campaigns that significantly boosted awareness, customer engagement, and sales of CDx assays, NGS-based MRD kits, and bioinformatics software for early cancer relapse detection in US and international markets• Drove a significant increase in NGS-based product sales by spearheading brand strategy development and optimization through market research, competitor analysis, messaging refinement, and targeted campaigns• Implemented thought leadership engagement strategy by establishing deep relationships with key opinion leaders to educate HCP, oncologists, patients and advocacy groups leveraging social media• Tracked marketing metrics and reported KPIs to upper management to provide actionable insights Increased brand awareness through strategic oversight of agency's marketing campaigns• Implemented marketing intelligence tools and automation processes to streamline lead generation workflow which resulted in significantly decreased lead acquisition cost and increased product revenue• Led a global marketing team to develop new product roadmaps, launch products and manage life cycles• Created a speaker program to facilitate sharing of esoteric knowledge, innovative ideas, research findings, industry trends and best practices at tradeshows, webinars and corporate events• Analyzed reimbursement, pricing, margins and return on investment (ROI) to maximize revenue• Created and managed budgets, forecasts and financial analyses to make recommendations to increase market access, address current unmet customer needs, and intensify global market strength• Leveraged website design knowledge and search engine optimization (SEO) to drive organic traffic growth

• Led marketing efforts to collect customer feedback, develop product market requirements, develop pre-launch and post-launch commercial strategies• Effectively advocated for customer interests and needs in core-team meetings to optimize product offering• Translated voice of customer (VOC) into a Marketing Requirement Document creating a winning solution for customers • Developed and executed a cohesive content marketing strategy which included sales collateral, technical bulletins, case studies, white papers and videos to drive revenue growth and surpass sales objectives• Collaborated and partnered with distributors to define market needs, gain insights through advisory boards, and build market segmentation to develop valuable comprehensive product offerings• Established strong cross-functional relationships with key stakeholders and negotiated with R&D, clinical affairs, bioinformatics and regulatory teams to prioritize and develop both product and service pipelines• Assessed key clinical trends and competitive landscape, then presented compelling commercial opportunities and gaps to management, demonstrating the value of the new project proposals and business cases • Developed and commercialized CAP/CLIA lab services including Gene Panels and Flow Cytometry assays which aid in therapeutic decisions, streamline clinical trials and accelerate drug development• Developed compelling business cases including a marketing plan and financial analyses • Used Salesforce and HubSpot CRMs to nurture, grow, manage and analyze customer relationships • Developed and led training for sales organization on our product portfolio, key economics and competitors

• Developed and executed measurable tactical plans to drive consistent and profitable growth of a fully automated molecular pathogen detection portfolio in all stages of the product life cycle • Led marketing efforts around the development, launch and sale of products in the US and international markets • Assessed competitive dynamics, ongoing brand performance, articulated opportunities and gaps to management • Translated voice of customer (VOC) into a winning solution for customers utilizing phage based cleaners • Developed compelling business cases including a marketing plan and financial analyses • Led marketing efforts in collaboration with R&D, commercial, and manufacturing teams to define and develop a successful next generation flagship platform to create a portable point of care (POC) food safety solution • Partnered with Sales team to define market trends, needs and develop comprehensive product specifications (PRD) • Guided cross functional core team to develop products aligned with cohesive, strategic and tactical business plans • Evangelized the value of molecular pathogen assays using digital promotion, tradeshow presentations and interviews • Developed sales collateral and inbound marketing e-communications (e.g. e-campaigns, landing pages, CTAs, videos, webinars and blogs) to drive corporate strategies and sales objectives • Developed and led quarterly training for sales organization on our product portfolio, key economics and competitors • Created and reviewed forecasts and other business analyses to make appropriate recommendations to increase market access, address current unmet needs, and generally help to improve the overall market strength

• Manage Product Support team to efficiently resolve customer complaints and inquiries• Serve as expert on assay chemistry, instrumentation and workflow solutions• Work with cross-functional teams to identify and implement product improvements• Lead Kepner-Tregoe teams to determine root cause and implement Corrective and Preventative Actions• Serve on core team to ensure product specifications correspond to customer needs• Provide exceptional customer support, collaborated with field employees to accurately and efficiently resolve technical support issues• Use Oracle Agile and JDE applications to manage product troubleshooting, product availability and order status • Generate reports summarizing customer behaviors, needs and responses to food testing solutions • Perform on-site troubleshooting of assay and workflow issues resulting in quick resolution of customer complaints• Develop material ordering tools to assist Customer Service create accurate customer Sales Orders• Analyze competitive markets and perform cost analyses to assist Marketing & Sales group

• Delivered technical training programs to provide education on use of the fully automated ATLAS® System and various food pathogen detection products to commercial customers, sales, in-house and field staff • Developed Roka’s customer training program, classroom and laboratory space• Assisted Marketing and technical writers create and review technical content for new products• Generated, updated and reviewed product inserts, operator manuals, technical bulletins and quick start guides• Provided key support to Sales by participating in the selling process for customers• Designed Roka’s customer on-boarding and implementation process• Defined training deliverables and developed training materials for pre and post launch activities • Generated reports summarizing customer behaviors, needs and responses to food testing solutions • Created and compiled training evaluations and customer satisfaction surveys• Forecasted reagent and consumable needs on a quarterly basis for training department• Provide bi-annual training for field organization to facilitate consistent product messaging• Traveled to customer sites throughout United States to perform on-site training• Provided technical instrumentation demonstrations for investor relations and VIPs

• Developed protocols and documented validation studies to support clinical trials, CE Marking, 510K and PMA submissions• Designed, executed and analyzed laboratory experiments to validate and integrate end-point and multiplex real time amplification technology onto fully automated PANTHER® and TIGRIS® DTS systems• Research and development for new diagnostic products using Gen-Probe’s core technologies of Target Capture, Transcription-Mediated Amplification, Hybridization Protection Assay and Dual Kinetic Assay• Sample sequencing for oncology applications including PCA3 and T2:ERG gene fusions• Managed all communication and served as a liaison between various medical centers, universities, clinical affairs, business development, R&D and marketing departments to lead successful collaborations