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Work Background
CMR SurgicalChief Marketing Officer
Jun. 2024 - Nov. 2024Cambridge, England, United KingdomAs Chief Marketing Officer, reporting to the CEO, I have overhauled the marketing strategy and restructured the marketing organization to enhance agility and impact. Collaborating closely with R&D, Medical Affairs, and Key Opinion Leaders (KOLs), I led a comprehensive review of the long-term product strategy. This cross-functional effort enabled the design of an innovative product pipeline aligned with unmet clinical needs and 'jobs to be done' across various specialties within soft-tissue surgery. By fostering these strategic partnerships, I ensured that our solutions are at the forefront of surgical advancements, addressing critical gaps in the market with the aim to drive sustained growth.
CMR SurgicalGeneral Manager
Jan. 2024 - Nov. 2024Cambridge, England, United KingdomAs General Manager for Latin America, I spearheaded a transformative market expansion strategy that resulted in a 34% increase in revenue and a 73% boost in operating income. Under my leadership, Verisus successfully expanded its footprint across six countries, demonstrating my ability to drive significant growth and operational excellence in complex, multi-national markets.
CMR SurgicalChief Commercial Officer (CCO)
May. 2023 - Jan. 2024Cambridge, England, United KingdomChief Commercial Officer and member of the Enterprise Leadership Team, reporting directly to the CEO. I spearheaded a comprehensive global strategic realignment to accelerate growth and enhance commercial performance. Leading a global reorganization of the commercial function, I successfully drove a 50% expansion in our installed base. I achieved a 60% year-over-year increase in surgical procedures, strengthening our position as the number 2 soft-tissue robotic platform in the world. Drove the new product pipeline's strategic direction in collaboration with Med Affairs and R&D.
CMR SurgicalPresident CMR Surgical Americas
Aug. 2022 - May. 2023Allendale, New Jersey, United StatesChief executive for the Americas, north and south. Member of the Worldwide Leadership Team
CMR SurgicalHead of Operations CMR Latin America
Jun. 2020 - Jul. 2022New York City Metropolitan Area.
SURGTECH HOLDINGS, LLCExecutive Director and Co-founder
Jun. 2020 - Jul. 2022
Optrix Transformative InnovationPartner & Co-Founder Optrix Transformative Innovation
Jun. 2020 - Jul. 2022
Johnson & JohnsonVice-President Global Commercial Development - Digital Surgery
May. 2017 - Dec. 2019Greater New York City AreaRobotic Surgery Platform Co-leader accountable for design of new go-to-market (GTM) strategy, business models, and global commercial organization in partnership with the J&J regional leaders. Member of Ethicon Leadership Team and the Verb Extended Leadership Team – Verb Surgical was a Joint Venture between J&J and Google.
- Created customer-centric solutions to complex issues by exercising project oversight over the supply chain, technical services, professional education, and IT.
Johnson & JohnsonPresident - J&J Medical Devices Brazil
Oct. 2013 - Apr. 2017Sao PauloLed a $417M business with full P&L accountability, managing a team of over 1,000 professionals across diverse business units including Surgery, Cardiovascular, Orthopedics, and Diagnostics, among others. Drove substantial growth, elevating revenue growth from 7.9% to 11.9% over three years, despite economic headwinds.
Chaired the Johnson & Johnson Country Board, implementing cost-effective strategies and infrastructure optimization across MedTech, Consumer, and Pharmaceutical divisions.
Becton & DickinsonGlobal Market Segment Leader
Sep. 2012 - Sep. 2013United StatesLed the global Diabetes Injection platform with $950M in annual revenue, overseeing end-to-end functions including Marketing, Business Development, Medical Affairs, Health Economics, Regulatory Affairs, Quality, Manufacturing, R&D, HR, Finance, and Supply Chain. Also served as Interim Regional Business Leader for Latin America. Achieved substantial growth exceeding category benchmarks, meeting and surpassing P&L targets for regional commercial goals by expanding an innovative product pipeline and strategically allocating investments toward high-impact opportunities.
BDVP/GM Diabetes Care Western Europe & EMA
Oct. 2009 - Sep. 2012Grenoble, Auvergne-Rhône-Alpes, FranceDirected operations for the $240M Diabetes Care Business across Western Europe and EMA, serving as an active member of the Worldwide Leadership and Product Development Teams as well as the Western Europe Leadership Team. Oversaw 13 hubs across both regions, managing core functions including Finance, Marketing, Supply Chain, Regulatory, and Medical Affairs. Accelerated growth and achieved notable market share gains by implementing a new strategic vision, refining clinical and marketing communications, and redesigning regional marketing efforts.
Increased market share by +3pp in Germany, +3.7pp in the UK, +4.7pp in Spain, and +3.4pp in Benelux, building on a high base of over 50% share in most markets.
Achieved sales growth at twice the category rate, with a +6% increase in developed markets and +17% in emerging markets.
Recognized with the Superior Performance PIP Fund Award from the Office of the CEO in 2011 for exceptional achievements in the European region.
BDCountry Managing Director
Feb. 2008 - Oct. 2009São Paulo, BrazilAs Country Managing Director I held full accountability for the country P&L, strategy, and daily operations of a $200M business encompassing 6 divisions, 2 manufacturing sites, a distribution center, and over 1,500 associates. During my tenure as GM our team reversed a declining revenue trend from -10% to +14% year-over-year by implementing a robust commercial strategy, enhancing processes, elevating team engagement, and driving significant improvements in manufacturing plant performance.
BDBusiness Director Diabetes Care South Latin America
Aug. 2006 - Jan. 2008São Paulo, BrazilBusiness Leader for the $25M Diabetes Care Business across South Latin America (Brazil, Argentina, Chile, Peru, Ecuador, and Bolivia). Redefined strategic focus to capitalize on growth opportunities in government markets, restructuring the business to adapt to shifting demand from pharmacy to government sectors. Strengthened the sales and marketing team and enhanced partnerships with alliance partners. Achieved 36% volume growth in Pen Needles and 19% growth in Ultra-Fine syringes, surpassing the estimated market growth rate of 15%.
BDSr. Product Manager Diabetes Care
Jun. 2003 - Jul. 2006New Jersey, United StatesResponsible for new product development, marketing strategy, advertising, promotions and Public Relations for blood glucose monitors. As a member of the core team, lead the marketing effort to launch a new generation of blood glucose monitors. Idealized and co-founded the Worldwide BGM Marketing Steering Team to establish the basis for the global expansion of the BGM business. Responsible for new product development, marketing strategy, advertising, promotions and Public Relations for Insulin syringes and sharps disposal systems. I successfully executed the launch of a new and improved line of syringes targeting consumers, health care professionals and pharmacists. Successfully controlled expansion of private label products while expanding total company market share and maintaining profitability. Member on the Strategic Marketing team charged with identifying new growth opportunities within the diabetes category.
Newell RubbermaidSr Brand Manager
Jan. 2001 - Jun. 2003Greater Chicago AreaJoined Newell as a result of the acquisition of the Gillette Stationery products division. Created and executed strategic and tactical marketing plans including brand re-positioning, new product road map, advertising and media plans, PR, trade, and consumer promotions to drive brand sales and category growth. Conducted brand equity research and new product development consumer research. Led resource teams of industrial designers, R&D, market research, advertising, and PR agencies on new product development projects. Conduct ongoing business analysis, sales forecasts, and budget management. Drove double-digit growth in sales and profits in Parker and Waterman.
GilletteGlobal Business Manager
Jan. 2000 - Dec. 2000Boston, Massachusetts, United StatesResponsible for new product development, global business unit strategies, global advertising, and collateral material development. Performed a complete repositioning of the Parker brand, including a new advertising campaign, global packaging, and 3 new product lines.
Gillette do Brasil LtdaGroup Product Manager - Stationery
Mar. 1999 - Feb. 2000São Paulo, BrazilResponsible for the Paper Mate, Parker and Waterman brands. Total headcount under my direction: 33, including the areas of Marketing, retail sales, Business-to-Business Sales and technical assistance areas. Performed a complete business turnaround in one year, delivering first business unit profits in 10 years.
Procter & GambleGroup Product Manager Oral-B
Jan. 1998 - Feb. 1999São Paulo, São Paulo, BrazilIn charge of the Oral Care business with two Brand Managers and two assistants under my direction. Responsible for brand strategy and tactics directed to consumers, trade, and dentists, including TV and print advertising, direct mail, and PR targeting consumers, trade, and dental professionals. In 1998, we surpassed the targets in sales and profits. Sales and Profits grew over 20% vs. the previous year and market share increased 5 points achieving market leadership.
Procter & GambleTrade Marketing Manager - Oral-B
Aug. 1997 - Dec. 1997Rio de Janeiro, Rio de Janeiro, BrazilResponsible for the development of retail channel strategies and promotional plans.
Procter & GambleSr. Brand Manager - Oral-B Colombia
Nov. 1995 - Jul. 1997Santiago de Cali, Valle del Cauca Department, ColombiaResponsible for Brand management, new product launches, promotional and advertising programs. Sales of Oral-B in Colombia increased at over 50% per year during my two years period in the country; profits grew at a higher rate.
Procter & GambleAssociate Business Manager Oral-B
Nov. 1994 - Oct. 1995Redwood City, CaliforniaStrategic Marketing role. WW brand strategy for toothbrushes, including new product pipeline, TV advertising, and collateral materials for consumers and health care professionals.
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