"VP Marketing Medical Devices in Boston MA Hartford CT Resume Anan Natarajan"
ANAN NATARAJAN firstname.lastname@example.org (M) (617) 501-4155 South Glastonbury, CT 06073 www.linkedin.com/in/anannatarajan STRATEGIC MARKETING, SALES AND BUSINESS DEVELOPMENT EXECUTIVE / ENTREPRENEUR 20+ Years Expertise Commercializing Breakthroughs, Building Leadership Positions and Creating Value for Transactions Hands-on visionary leader and entrepreneur with repeated success building leadership positions, creating value and executing strategic alliances leading to M&As. Versatile, highly adept executive with breadth & depth of operational and project management experience to tackle challenges from revenue growth and profitability to change management. Exceptional ability to proactively assess corporate/tech strengths & limitations, create operational efficiencies with cost-effective solutions and drive speed to market with process development. Broad technical and clinical insight coupled with global strategic marketing, sales/distribution, product development & launch expertise with in-depth knowledge of how to achieve results in large complex corporations and lean startups with limited resources. Consistently challenging teams to exceed expectations, creatively problem-solve and drive process improvements with passion & sense of urgency. CORE COMPETENCIES Leadership & Development of Teams ● Cross-Functional Management ● Hands-on Operational Self-Starter ● P&L Management Turnarounds, Startups & Tech Integration ● Licensing & Strategic Alliances ● M&As ● Investor/VC & Board Presentations ● Fund Raising Rapid Market Entry & Growth ● Corporate Branding & Product Management ● Product Segmentation & Positioning ● Sales Management Strategic Business & Market Planning ● Flagship Commercialization & Innovation ● Product/Technology Development & Launch Channel & Distribution Development ● Development & Cultivation of Customer Relations ● KOL, VOC & Professional Development CAREER HIGHLIGHTS Solution-driven leader and innovative entrepreneur with extensive marketing, business development and operational expertise within companies, divisions and business units with full P&L responsibility. Led and developed marketing and cross-functional teams and departments managing both small and large operating budgets. Responsible for strategic planning and tactical execution of global marketing (up- & down-stream), business development, technology integration and sales management / distribution functions. Foundation built on 14 years with Fortune 50 market leading companies (Johnson & Johnson, Tyco / Covidien, GE Medical, Synthes) coupled with 7 years ground up operational startup experience resulting in strategic leadership commercializing flagship technologies (implants, access & surgical navigation, capital equipment, diagnostics) culminating in 4 successive M&A transactions ($3.7B total value) with over $300M tied to personally driven technology innovations, strategic patent portfolios and product platform integrations. Founded, commercialized and divested spinal implant startup to public orthopedic company initially aligned via licensing agreement (private labeling). Developed and executed business operating plan with rapid entry leapfrog technologies and strategic product portfolio, recruited executive team, contributed to 26 patents, launched 10 product platforms and grew sales to $16M+ run rate within 4 years. Raised $7M+ and generated $30M+ total sales (350% ROI). Built marketing team and sales / distribution network. Passion for technology integration and working closely with R&D to provide surgical innovations and procedural breakthroughs for KOLs and VOC surgeons. Extensive global commercialization expertise with over 50 product launches. Strong relationships with extensive network of over 100 thought leading surgeon designers, academic & centers of excellence and distribution / direct agents. PROFESSIONAL EXPERIENCE N2 BUSINESS DEVELOPMENT GROUP South Glastonbury, CT 2010-PRESENT President and CEO – Marketing, Sales and Business Development Consulting: Medical Devices, Services and Business Since divestiture of startup founded, engaged in Marketing, Sales and Business Development consulting services focused on the development and commercialization of medical devices and promotion of corporations and service organizations. Conducted competitive assessments for transformational technologies, created strategic market entry and awareness plans and developed marketing / sales teams. Created corporate, professional and consumer marketing programs utilizing social media platforms, website enhancements with integrated QR barcoding, advertising and direct to consumer campaigns focused on enhancing image awareness and perception. Business development functions focused on product licensing & distribution/operations for surgeon owned hospitals and surgery centers. Interim projects included serving as: VP Marketing for Z-Medica, a medical device company focused on hemostatic products. Led department and developed worldwide professional and consumer marketing programs, including collaterals and website developments, advertising programs, social media platforms, sales training and new product launches. Developed co-marketing platforms for strategic alliance / distribution partnership. Consultant for LB Medical, a sports medicine company focused on innovative carpal tunnel arthroplasty platforms and proprietary minimally invasive techniques. Developed strategic market entry and operating plans following business plan and IP review. Consultant for Dr. Gary Kraus, a neurosurgeon and product developer focused on distribution and operations for privately owned hospitals and surgery centers in Houston area. Business development included legal review of corporate structure and distribution. VERTEBRON (Acquired by CARDO MEDICAL then Divested to Private Equity Firm) Stratford, CT 2001-2009 Founder and Chief Marketing Officer – Surgical Devices: Spine, Biologics, Composites and MIS Technologies * ACQUISITION Completed October 2009, Headquarters Relocated to Beverly Hills, CA November 2009 * Architect of entrepreneurial start up venture focused on designing, developing and distributing spinal implant technologies integrating biomechanical and access innovations from orthopaedic and surgical subspecialties. Developed an accretive, self-funding business plan commercializing a balanced entry of speed to market (510(k)) fusion and strategic (IDE) motion preservation technologies. Raised $7M+ from surgeons, corporate partners and investors through financing rounds. Generated $30M+ sales in over 4 years resulting in a $16M+ run rate and 350% ROI. Developed strategic alliance (via licensing agreement) culminating in divestiture to public company. Recruited executive management team consisting of marketing, sales, operations and product development professionals. Transformed business from startup to profitable corporation within 2 years consisting of 27+ employees for Class II and III devices focused on quality management initiatives with speed to market focus, cost containment strategies and adaptive process controls. Created business plans, investment models and financials supporting Marketing and Business Development programs including: product development, regulatory, operations, licensing / OEM agreements, sales training & support, clinical studies, surgeon consultants, professional education, reference centers, branding, advertising and tradeshows. Commercialized 10 product platforms globally within American, European, Asian and African continents and staged 5 advanced technology platforms with thought leading principal investigators for domestic IDEs (clinical trials) with OUS reference sites. Structured and developed a global hybrid distribution and direct sales network with incentives, commission & promotional programs. Strategically aligned with tech partners, industry analysts and investors (corporate, angels, Allen & Co., PE, VCs, merchant banks). Negotiated biologic tissue distribution agreements with MTF (#1 and corporate investor) & UST&C (Allosource) for global distribution. Designed and developed intellectual property for integrated product and instrument technologies, methods and applications. CARDO MEDICAL (Acquired VERTEBRON then Divested to ARTHREX) Clifton, NJ Director of Sales and Marketing – Surgical Devices: Spine and Reconstructive Total Joint Hip & Knee Arthroplasty * ACQUISITION Completed October 2009, Headquarters Relocated to Beverly Hills, CA November 2009 * Recruited August 2008 to serve as General Manager for Spine Division following pending acquisition. Extended licensing agreement and strategic alliance with Vertebron into successive acquisition with transfer of assets. Transitioned private company with lead funding by the Frost Group through public offering and compliance measures. Led Sales and Marketing functions for Reconstructive Joint and Spine Divisions. Rebranded market presence and corporate & product portfolio through product, media, website and investor relation initiatives. Lead developments included professional education and sales training programs, product and investor presentations and corporate branding with packaging designs. Generated over 180% increase in sales within 1 year with limited launch of 7 product platforms. SURGICAL DYNAMICS (Acquired by TYCO / COVIDIEN then Divested to STRYKER) Norwalk, CT 2000-2001 Acting Vice President of Marketing / Director of Marketing – Surgical Devices: Spine, Sports Med, Biologics and MIS Technologies * ACQUISITION Completed June 2002, Headquarters Relocated to Allendale, NJ July 2002 * Recruited by lost leader (#6) as Director of Marketing for flagship Threaded Fusion Cage (TFC®) portfolio. Due to Tyco acquisition within 2 months of hire, promoted to lead all Marketing and P&L responsibilities for Spine and Sports Medicine division of US Surgical ($57M sales, 20% growth). Restructured Marketing department with 15 direct reports, including 5 Product Directors, 3 Field Marketing Directors, and 2 Exhibition/Meeting Managers to fortify expanded Marketing & BD functions. Responsible for KOL/VOC surgeon training, education and COE alliance/development programs. Spear-headed strategic, technology and business development functions for business unit. Pioneered and led Technology Integration among Tyco H/C (US Surgical, Radionics, ValleyLab, Kendall) companies to regain lost ground by providing more streamlined, integrated product technologies & operational interface with surgeons, OR and hospital staff. Technologies: Implants, MIS Access, Wound Closure, Imaging, Optics, RF Thermal & Fluidics / Class: I, II and III (510(k) and IDE) Directed all aspects of product and global marketing including: P&L, budgeting, administration, branding, advertising, exhibitions, professional education & development, sales & field training and Centers of Excellence reference site development programs. Assessed numerous technology valuations and business development opportunities (strategic alliances, OEM/technology licensing, royalty/consulting agreements) via patent reviews (technical & legal), pro formas and business modeling with acquisition scenarios. Restructured corporate branding, website and Tyco H/C’s intranet & e-commerce program initiatives (Global Healthcare Exchange). VISUALIZATION TECHNOLOGY (Acquired by GE MEDICAL SYSTEMS) Wilmington, MA 1999-2000 Marketing Manager – Capital Equipment: Surgical Planning and Navigation Technology * ACQUISITION Completed September 2001, Headquarters Relocated to Salt Lake City, UT May 2001 * Developed Surgical Navigation and Image Guidance technologies for Massachusetts Institute of Technology based start up company focusing on spinal and orthopedic applications. Products included CT, MRI & Fluoro (2D/3D) modalities ($14M sales, 25% growth) within highly competitive capital equipment market segment requiring capital bundling promotions, co-marketing and technology integrations. Responsible for integrated product applications and business development with #1 leader OEC / GE Medical Systems which resulted in minority equity investment with co-marketing platforms for fluoroscopic imaging applications then transitioned into an acquisition. Evaluated strategic alliances and minimally-invasive spinal applications with Endius (micro-endoscopic access), Oratec (catheter localization), Hydrocision (water jet dissection) and other less-invasive related surgical access, prep and localization technologies. JOHNSON & JOHNSON PROFESSIONAL (Acquired DEPUY) Raynham, MA 1997-1998 Product Director – Surgical Devices: Reconstructive Total Joint Hip Arthroplasty and Orthobiologics * ACQUISITION Completed July 1998, Headquarters Relocated to Warsaw, IN December 1998 * Directed worldwide marketing with full P&L and operational responsibility for Primary Total Hip business unit for the #4 “Fastest Growing Hip Company” managing flagship S-ROM® and cementless product lines ($28M sales, 25% growth). Contributed to development of strategic Product Integration Plan to transition DePuy (#1 market leader) acquisition and technology platform into $94M product portfolio. Advanced Professional Development & KOL programs incorporating product development, clinical evaluation and educational based activities through the creation of surgeon advisory boards, regional preceptorships, royalty and consultancy based agreements. Evaluated new business opportunities and developments, on Patent Review Board, resulting in licensing agreements and acquisition targets on adjunct and peripheral based technologies (primarily Class I and II devices with 510(k) regulatory approval paths). Designed and implemented a new branding / packaging and labeling system which resulted in reduced shipping and storage costs and minimized waste while addressing customer concerns regarding technical specs, inventory and operations management. SYNTHES SPINE / SYNTHES MAXILLOFACIAL (Acquisition Pending by J&J / DEPUY) Paoli, PA 1993-1997 Group Product & Development Manager – Surgical Devices: Spine, Trauma, Maxillofacial and MIS Technologies Led and directed marketing and product development cross-functional groups for Minimally Invasive business units ($45M sales, 35% growth) with team of 2 Product Managers and 2 Development Engineers for #1 Trauma market leader. Expanded market dominance related to open and minimally-invasive surgery (access, visualization and orthobiologics) for Swiss-based company with world-renowned Foundation for Orthopedic Research & Education (AO) through integration of advanced technologies with preeminent KOLs and COEs. Assessed trauma research concepts for development and technology integration into Spine, Trauma and CMF MIS applications. Promoted Professional Development programs incorporating product development, clinical evaluation and educational based training activities resulting in multi-center prospective clinical studies for Class I, II and III devices with 510(k) and IDE (PMA) paths. Developed product, sales and technical support for direct sales force addressing all product development, project management, pricing, promotional, positioning, strategic selling and incentive based programs. Fully responsible for all corporate and field support. TERUMO MEDICAL CORPORATION Somerset, NJ 1992-1993 Product Manager – Disposable Medical Devices: Interventional, Invasive and Diagnostic Clinical / Reference Laboratory Managed Laboratory Products Division ($30M sales, 20% growth) for #2 Japanese-based company (competitor to Becton-Dickinson). Evaluated co-marketing opportunities and technology integrations with application-related vendors and clinical testing reference labs (Quest / MetPath). Developed product literature, sales training materials, product reference manuals and cost saving financial models. ORTHO-MCNEIL PHARMACEUTICAL – IRI / JOHNSON & JOHNSON PRI Annandale, NJ 1987-1992 Associate Scientist – Pharmaceutical and Biotechnology Research: Immunology, Molecular Biology and Biochemistry Scientific biotech research and operations management resulting in pharma product development discoveries and journal publications. EDUCATION & PUBLICATIONS MBA - Finance Concentration Rutgers Graduate School of Management Newark, NJ 1989 Internship: Financial modeling and analysis of venture capital investment scenarios through return on capital term strategies Graduate Studies – toward MS Physiology Rutgers University Graduate School Piscataway, NJ 1988 BA – Biology Major / Economics Minor Franklin and Marshall College Lancaster, PA 1987 Honors: Senior Independent Research Thesis – Thyroid Hormone Influence and Impact on Early Avian Growth Publications Three distinct human thymopoietins are derived from alternatively spliced mRNAs: Proc Natl Acad Sci 1994 July 5; 91(14): 6283–6287 Lamina-associated polypeptide 2, isoforms beta/gamma is a protein that in humans is encoded by the TMPO gene: Wikipedia Patent Contributions Product Development Related Patent and Intellectual Property Contributions – Available Upon Request PROFESSIONAL ATTRIBUTES Highly Motivated, Independent Self-Starter Corporate, Startup and Cultural Diversity with IQ Versatile, Adaptable and Adept Proactive, Performance Driven Competitor Thirst for Knowledge, Development & Learning Highly Analytical Strategic Thinker Passionate, Loyal, Dedicated Team Player Technical Acumen with Sound Business Judgment Thorough, Decisive Achiever Hunter, Builder, Team Developer & Mentor Highly Perceptive with Keen Attention to Detail Innovator with Creative Solutions