Transformation. Growth. Adoption.
There are lots of cool technologies and good ideas out there. Not all of them become mainstream. Success depends on a dynamic, comprehensive, and purpose filled marketing strategy.
Go To Market Strategy
Market Sizing
Industry Trends
Competitive Landscape
Scenario Planning
Planning is the easy part. Putting things into action, adapting to changing circumstances, prioritizing countless activities - that’s what separates a successful strategy from a failed one.
Product Development
User Requirements
Voice of Customer
Pilot Program Testing
Product Iteration
User Training/Adoption
What determines market adoption is often convenience, workflow integration, and after-purchase support, something the entire product development team needs to be obsessed about.
Brand Strategy
The dream of every marketer is to get your customers to tell your story for you, which actually isn’t that hard. The trick is actually making sure they heard and believed the story that you meant to tell.
Brand Identity
Content Marketing
KOL Development
Peer to Peer Influence
Market Development
Commercial Operations
Execution requires establishing the right processes, aligning the right incentives, and measuring the right outcomes. All too often though, somehow strategy and execution become diametrically opposed.
Sales Process
Structural Incentives
Data Analytics
Health Economics
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Case Study 1: Avinger Business Strategy
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Case Study 2: Silk Road MPK Kit
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Case Study 3: Silk Road Branding
I love new challenges.
I’ve done a variety of things, which provided me with a tremendous amount of experiences and valuable insights. While I leverage those lessons, I always take a fresh perspective because every problem is different and require unique solutions.
I started my career developing business plans for disruptive technologies at an incubator. And helped raise funding from a variety of sources - government, venture capital and strategics.
Then I transitioned into sales, moving up the ladder from inside sales to key accounts management. I’ve carried a quota, landed some big deals, and led a team.
After a short educational break, I joined a med-tech startup as the first product marketer. Over time, my role evolved into aspects of brand marketing and commercial operations. I then repeated that process with another startup, but also delved into additional areas, such as market development and health economics.