Brand Launch Strategies That Work !

Experience and Results

Prior to marketing, 11 years of sales experience working for Kodak, AT&T and PacInfo Tech.

Key Accomplishments include: Creative Brand Marketing and publication planning that contributed to a sales

increase of 15% surpassing the $56 million sales goal.

Key Opinion Leader Development programs resulting in the execution of 10 new product launches.

Training and Development programs for over 350 sales representatives / distributorships worldwide contributing to $5 million in additional revenues

New Product Launches – Over 13 different products have been launched worldwide for the medical aesthetics, biotech and beauty industries

Corporate Brand Identity

Brand Launch and Packaging

Marketing Collateral (Domestic & International)

6Broad Spectrum of Successful Programs

KOL Development:Med Ed

Sales Collateral Development

Publications Plan

Sales Training

Content (e.g. scientific platform,

KOL, speaker

deck)

Content (e.g. scientific platform,

KOL, speaker

deck)

Sales LeadershipSales Leadership Marketing PlansLaunch

Sales Training

Marketing PlansLaunch

Sales Training

Stages of a Successful Launch

Pre-clinical

CommercializationCommercializationBrand growth opportunities

Tactical launch support

Segmentation research

Message evaluation

Early product positioning

Target product profile testing

Go/No-go

Competitive analysis

Marketing Plan, Product Launch, Training, Content

Cytori Therapeutics ($10M Biotech / Regenerative Medicine)

Created a global strategic marketing plan including product positioning, podium / publication strategies, branding, and commercialization (AP,EU,US EM):

Developed go-to-market strategy and marketing support tools for emerging markets which generated revenue 6 months ahead of plan in Australia and removing barriers to market by securing Therapeutic Goods Administration (TGA) approval.

MED ED: Developed content for 5 peer-to-peer education programs throughout Asia Pacific and US driven by key opinion leaders to reinforce value proposition of regenerative cell therapy.

Led rebranding initiative aimed at Cytori’s stem cell technology to enhance brand equity and developed key distributor partnerships that resulted in 20% incremental sales in Latin America and Australia.  

Led cross-functional team charged with global commercialization of aesthetic surgical products; created alternative solutions to overcome barriers to entry in Singapore, Japan, Taiwan and Australia.

Successful New Product Launches

Obagi Medical Products ($100M Pharmaceutical Skincare)

Managed prescription skincare products for the treatment of basal cell carcinoma, melasma and sun damaged skin that accounted for 76% of the overall business:

New Product Launch (Condition & Enhance):

Responsible for $56M sales goal, achieved 15% incremental sales by developing promotions, sales tools

Facilitated focus groups and seminar events with key opinion leaders that resulted in the execution of 8 new product launches

Created a launch plan that differentiated procedural therapy from the existing NuDerm product line. This launch achieved 100% of performance plan and yielded a sales increase of $8 million within the first 6 months.

Mentor Corporation (A Johnson & Johnson Company) $500M

Created selling tools, sales/surgeon training programs, and identified new technologies to expand product offerings:

New Product Launch (UltraSculpt, Alpha Pump, EZ Fill Pump, Actipatch, ScarGuard):

Developed a new brand identity product launch initiative, leveraging direct-to-consumer marketing, trade advertising, public relations, and a marketing tool kit for physicians and distributors. 27% sales increase YOY

Sales training programs for over 350 sales representatives / distributorships worldwide contributing to $5 million in additional revenues

Created an audio motivational tool and sales incentive program that integrated best practice solutions to improve selling skills, increase performance, and drive results.

Successful New Product Launches (Continued)

Sales and Marketing Expertise Combined

Communications programs working cross-functionally among disparate disciplines (e.g., sales, marketing, regulatory, clinical, quality, and legal):

Zimmer Dental- Managed a team of 6 to implement program strategies in North America for $250 million medical device company (2012 budget balanced, 2013 marketing plan and budget approved)

Cytori Therapeutics -. Developed 2011 and 2012 strategic franchise plan, which included a marketing/sales training tool kit for physicians, distributors and sales team (Australia, Europe, Asia Pacific and Latin America)

Consultant (New Zealand / USA)- Developed sales collateral, multimedia, educational support programs and international market expansions for New Zealand and Los Angeles. (Global Welding Supplies, Encore, Career BridgeBuilders

Obagi Medical- Developed a new product launch plan for Obagi’s Condition & Enhance System, differentiating procedural therapy from the existing NuDerm product line.

Mentor Corporation- Designed and facilitated creative training programs for over 350 sales representatives and distributorships worldwide for new UltraSculpt product launch