Marketing Leadership That Fuels Innovation
and Elevates Brands
I’m an experienced marketing leader with a track record of leading medical technology product portfolio strategy, brand strategy, promotional strategy, and demand generation. I’ve led product management teams through qualitative and quantitative voice of the customer market research to uncover unmet needs and prioritize innovation roadmaps, resulting in new product introductions.
I’ve also led marketing teams with sizeable annual marketing budgets to develop and execute lead generation campaigns via direct response TV, paid search, paid social, email, and print advertising to patients, physicians, hospitals, and payors. I’m experienced in leading teams in all aspects of upstream and downstream global marketing in the Direct-to-Patient, B2B, HCP, and Hospital customer segments.
If you’re looking to drive topline revenue, then let’s talk about how I can help.
Areas of Leadership Expertise
01
Market Research
Extensive experience in developing actionable customer insights through qualitative and quantitative market research.
02
Business Case Creation & Assessment
Business case creation expertise starting with connecting unmet needs to potential solution offerings to assess TAM/SAM/SOM and ROI analysis.
03
Product Strategy & Management
Product Management leadership experience across medtech devices, consumables and digital health.
04
New Product Launch and Expansion
Global product launch leadership experience from limited commercial releases to post-launch market expansion.
05
Marketing Planning & Brand Strategy
Marketing leadership experience developing effective marketing plans to elevate brand awareness.
06
Demand Generation
Deep expertise in DTC, B2B, and HCP demand generation through omnichannel marketing including direct response TV, paid search, paid social, print, email and SEO optimization.
Results Focused Marketing
Often times marketing activity does not equate to driving growth. An effective marketing leader knows which tools to leverage to drive results and when to say no to rote marketing processes just to check a box. My approach is thoughtful, organized, and comprehensive yet pragmatic and hyper-focused on achieving the end goal.
Teaming Up to Win
In order for a team to achieve optimal results they need a common understanding of ‘what’ they are trying to achieve, and even more more importantly ‘why’ they are trying to achieve a goal. Without understanding the ‘why’ they will never truly support each other in achieving the desired team outcome. My approach to driving teams to success begins with effectively framing the ‘why’, building positive team dynamics, and checking titles and egos at the door.
Deeper Customer Insights
Elevated Portfolio Strategy
Optimized Media Spend
Increased Revenue Growth
★ ★ ★ ★ ★
Kevin is an outstanding marketing leader and has my highest recommendation for any leadership level position he pursues in marketing, commercialization and product development.
Kevin seamlessly blends his exceptional analytics acumen with pragmatic approaches to lead market planning and execution. He is the rare individual who can offer insights and produce substantial value equally to Executive leadership, his cross-functional peers and his direct reports.
Nikhil Nayak
/
President & CEO, Gulf Coast Regional Blood Center
(previously Chief Marketing Officer at Millennium Health)
Marketing Excellence. Delivered.
✓ Seasoned Marketing Leader
✓ Proven Results
How Can I Add Value?
How well do you know your market?
If your market assessment begins and ends with what I call ‘click-bait market research’, then let’s talk. What’s ‘click-bait market research’? It’s when someone in the organization Googles ‘[pick your market] global market size’ and instantly has dozens of market research reports. Suddenly, your director of R&D is an expert on your markets. Right? Wrong. Don’t fall into that trap. I have a solid approach to assessing market sizing and market dynamics that can help you better identify areas of opportunities.
How well do you know your customer’s unmet needs?
Understanding your core markets and adjacencies is one thing, but identifying unsolved customer pain points is critical to building an innovation pipeline. I have deep experience leading teams through qualitative and quantitative market research to identify and prioritize key areas of innovation and how to effectively monetize those opportunities.
How effective is your innovation pipeline?
Is your innovation pipeline a pipe dream? If you don’t have deep insights into your target markets and customer needs, then you will never build an effective portfolio. My approach with innovation begins with deeply understanding what problem we’re trying to solve and how we can do that in a unique and profitable way for the long term. All the best marketing in the world won’t overcome a poor product offering that was hatched in the backroom by a team that had never spoken with a customer.
How well are you marketing your portfolio?
Conversely to the statement above, without a solid marketing plan, the best products in the world won’t sell themselves. The key to a solid marketing plan is to understand your audience well enough to know what resonates with them. From identifying the optimal media channels to leverage to understanding the most effective emotional corridors to build effective campaigns, an effective marketing strategy all comes back to deeply understanding your customer.
How well are you optimizing your media spend to drive lead generation?
Having managed large scale media budgets via omnichannel marketing across channels such as direct response TV, paid search, paid social, print, email and SEO I’ve had to learn a thing or two about optimizing media spends. My approach starts with quantifying lead quality based on sales conversion rates and sales conversion cycle time to identify an optimal media mix model. I have successfully led internal marketing teams as well as external creative agencies and media agencies to leverage this type of lead generation informatics to reduce the cost per lead without sacrificing lead quality.