Efie Tsikou

Director Global Product Marketing and Management @Beckman Coulter

Business Development Manager🔥 Startup FounderMarketing Director💸 Marketing👍 Sales & BizDev🧑‍🔬 EngineerBioengineer

An executive with several years of experience in Healthcare market in commercial and product driven roles. Most recently as , Director of Global Product Marketing and Management, my achievements include successfully leading and managing global product marketing strategies, driving significant revenue growth, and enhancing brand visibility. I have successfully launched new products globally, demonstrating strong leadership and project management skills. I have also excelled in market research, identifying key market trends and customer needs, and aligning them with the company's product development. I have a proven track record of building and leading high-performing teams, fostering a culture of innovation and excellence.

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Work Background

Beckman Coulter DiagnosticsDirector Global Product Management

Mar. 2020Munich, Bavaria, Germany• Spearhead a team of 6 Global Product Managers, defining the Automation Portfolio Expansion Strategy as well as managing legacy Product Lifecycle. • Championed launch execution, notably the DxA 5000 Fit, an automation solution for smaller to mid size labs. • Drove market research and segmentation initiatives, leading to timely and actionable product enhancement strategies, notably driven by Software optimization and improvements. • Collaborated with the Regional and Country Product Leaders across the globe, to support market preparation ensuring launch success. • Excelled in cross-functional team leadership for strategic planning and product development. • Identified Several potential partners (Open Innovation/OEM) built relationships, signed MOUs, negotiated contracts, and managed the onboarding process.

Smiths MedicalSenior Marketing Manager - Head of Marketing EMEA Indirect Channels

Mar. 2019 - Mar. 2020DubaiLead all three franchises of Smiths medical, Vital care, Vascular Access and Infusion Systems for the SEMEA Distributors markets. In charge of regional Marketing Budget. Overseeing Strategy and Marketing Action plan Led NPI and training plans.

HeyHolaCo-Founder | Strategy and Operations

May. 2018 - Feb. 2020CyprusHeyHoLA, is a spin off, turned to full-time project of GlobyWorks I am actively involved in the inception, Market Research, validation, Strategy, advisor & investor relations. HoLA is an adaptive intelligence platform, a conversational agent, with growing skills, that enables frictionless transactions between Hoteliers and Travelers before, during and after their stay. While it is a revolutionary travel agent, it is also a live communication tool, between the Hoteliers and their Guests, throughout their journey. Whether you are the next generation traveler, or you are running a hotel, HoLA will be there for you.

GlobyWorksHead of Operations and Strategy

Oct. 2017 - Mar. 2019Greece - CyprusGlobyWorks was established in 2016 aiming to develop a series of software solutions for individuals, corporates and governments around the globe, utilising Artificial Intelligence and Machine Learning. We are currently running two independent projects, around Smart Cities and e-Gov (www.citykeyid.com), and HotelTech (in progress)GlobyWorks is a startup active developing e-gov, civi-tech projects, and travel-tech projects, with the use of Artificial Intelligence and Machine Learning. • As a key employee (employee No 4), I entered the company during its pre-launch phase and I am in charge of day to day operations, hiring new team members and currently managing a team of 4 people. • Developed the Business Plan and pitch decks, to attract initial funding from VC and Angel Investors for the latest project HoLA (including SeedRound, preparing for a next round of 1,5 m$). • Presented to startup events, led the negotiations and supported growing the team.

Imperial College Business SchoolCollege Ambassador to World Government Summit 2018

Oct. 2017 - Feb. 2018London, United KingdomWorld Government Summit is an annual event organised by the government of the UAE. Top Tier Universities are invited to participate, represented by selected group of individuals. I was honoured to be part of the team representing Imperial College Business School in this year's Global Universities Challenge. In Parallel I had the opportunity to co-author a white paper about the Importance of Trust for the future Governments and the impact/ relevance of Industry 4.0 in that.

PfizerSenior Commercial Manager Turkey, Greece & Africa

Jun. 2016 - Aug. 2017Dubai Emirate, United Arab EmiratesWhile still leading Marketing, I was assigned the Commercial responsibility of Greece & Turkey, and new Markets in Africa, a business of Infusion Devices and Consumables, with a total turnover of more than 15 m$. • 2016 Sales achieved @ 160% of the target a business Contribution to EMEA Revenues > 15%, OP> 22% • Led the tender for John Hopkins Aramco Healthcare presenting to Executive Leadership team, in Saudi Arabia, in a long sales cycle project (1,5 years), the first ever MedNet Installation outside USA • Developed and presented in alignment with the Financial team, Solid Business Cases and monthly IBP reports, the Senior EMEA Management, related to progress and potentials to enter new markets. (Including pricing strategy and G2M Strategy, Value proposition, Market Analysis etc). Resulted in entering three new markets for specific Product range (South Africa, Egypt, Algeria). • Led and Launched Company’s Software Solutions (MedNet) in the Region (defined Pricing Strategy, and commercial model (G2M) plus identified Key alliances). • Held P&L Responsibility and was part of the annual sales plan discussions and roll out for the region. • Brought crossfunctional teams (e.g Regulatory, Financial and Compliance together) to facilitate fast NPL. • Indirect Channels (DX’s) management and development. • Established Salesforce.com in the Region as a CRM tool and extended it to indirect channels as well. • Nominated and awarded the Circle of Excellence award for outstanding performance and ownership.

PfizerSenior Marketing Manager Medical Devices MEA Greece & Turkey

Jan. 2015 - Aug. 2017DubaiAs the Marketing Leader of the entire Devices Portfolio there were multiple tasks I was assigned to overlook, execute and develop, with very tight timelines. Main tasks assigned were to develop the annual and 5 year Marketing Plan, G2M strategies, in depth Market Analysis, Pricing Analysis, ensure successful NPL across TMEA and work towards DX transformation. I held the sole responsibility for the Regional Marketing Budget for NPL, ensuring fast implementation and execution among various stakeholders from Sales, Supply Chain and Finance. Organized the 1st Global Summit for Patient Safety in IV Therapy in Turkey in 2016, bringing together 70 KOL's from the Region, to discuss and develop a roadmap for setting Guidelines to advance Infusion Therapy and reduce Medication Errors. Managing a team of Clinical and Product Marketing specialists in order to jointly develop Key programs, strengthen educational curriculum and by adoption of new tools (e.g digital platform, apps) to support the aim of the company towards delivering Clinical Excellence.

Philips HealthcareEMEA Business Development Manager

Jan. 2013 - Jan. 2015EMEA/ based in the UAEThe business development role allowed me to develop a strong Strategic thinking that was a Key component in implementation and success of several projects. I am enjoying doing things unconventionally, to the extend the role allows. Key achievements and responsibilities were: • Business development projects in Point of Care, Hepatology and Women’s Health across EMEA (such as building alliances with key Market Players e.g BBraun for co-development of products that were ultimately launched early 2017). • Initiated and managed a project as funnel management and monitoring tool within Salesforce.com across various clinical segments in order to be able to measure the ROI and manage forecasting and P&L. • Redesigned the Sales Strategy, and developed contingency measures, discussing Results jointly with US EMEA team and the District management to recommend Value proposition adaption for new Product Launches (NPL of Epiq, Affiniti and VISIQ and in the prelaunch of Lumify), streamlining the positioning. • Upstream/Downstream mediator, with the Global Product and Marketing Managers to ensure continuous improvement of product, capturing the VOC and providing feedback for products that were on the conceptual stage.

Philips HealthcareExternal Education Manager Ultrasound MCR EMEA (Multi Country Region in EMEA)

May. 2012 - Dec. 2012DubaiOn top of the KOL Program Manager responsibilities I was in charge for all Ultrasound related Marketing Activities in the Region, organize workshops, product trainings and follow up the largest conferences and events. I am quite talented in relating with Customers, make them visualize the picture in my head and this really was a key element for building up the profile of the company, in Education and the management of Key Opinion Leaders.

Philips HealthcareKOL Program Manager in MCR-EMEA Ultrasound

Sep. 2011 - Dec. 2012DubaiMain responsibilities briefly included: •Identifying the needs of the customers in the Region and build a strategic access plan for the different Clinical Segments. •Liaising with VIP-Luminary Customers, organizing events, coordinating the educational Program for the Region primarily for End Users. •Building a Reference Site Network in Selected Locations across the Region. •Coordinate the Budget with the Marketing Team and align MarCom. •Develop Common Educational Programs for Key Accounts with the Philips Central Education Team (f2f and online content). •Follow up on market Trends by attending Scientific Symposia or Events. •Expand the existing Network attracting customers from Competition.

GE HealthcareClinical Application Specialist - Product Manager PoC Ultrasound

Jan. 2010 - Sep. 2011Athens Greece / Eastern EuropeContinue on the previous role adding the support of a broader market within Ultrasound applications. Create leading-edge strategies of product placement in the market. Follow up the market needs and adopt the trends to new or existing product lines. Align with the EMEA and Global team to deliver high end solutions to customers Define propositions to meet the specific needs of the EE market Expanding and supporting the well established Luminary network.

GE HealthcareApplication Specialist General Imaging & Point of Care Ultrasound Eastern Europe

Jan. 2006 - Jan. 2010Athens, Greece / Eastern EuropeProviding actively pre and after Sales demos at customer and selected luminaries‘sites. Frequent traveling (more than 50%) to participate in tradeshows, conferences and workshop. Handle the EE Inventory of systems, evaluate products and collect information for completion. Provide direct support to GE Distributors or Dealers or other GE employees, by frequent meeting, trainings and updates. Able to support on the minimum time scale, fast and effectively. Define customers’ needs and create added value solutions Discuss targets and growth with Sales Managers and apply experience directly from the field. Organize and lead frequent trainings, seminars, workshops, both for other employees or distributors as well as for GE employees in several fields, to help them enhance their knowledge in the up to date advancements and clinical applications. Active Role in Business and Product Development and Evaluation. Working within multicultural teams and environments effectively.