Beta Bionics – San Diego, CA

October 2022 – July 2026

Vice President of Commercial Operations / Vice President of Marketing

• Led commercialization strategy and national launch for the iLet Bionic Pancreas, a first-in-category diabetes technology platform, driving 160% of first-year commercial targets.

• Built omnichannel growth engine across DTC, HCP, digital acquisition, social media, PR, influencer and field channels.

• Developed differentiated positioning and value propositions translating complex clinical innovation into compelling messaging for patients, providers, payers and strategic healthcare partners.

• Partnered with Sales and Commercial leadership on pipeline strategy, forecasting, sales enablement and commercial execution to accelerate adoption and revenue growth.

• Led strategic relationships with major healthcare and industry partners, including provider, educator and diabetes ecosystem stakeholders.

• Established performance marketing and attribution frameworks connecting marketing investment to acquisition, conversion and commercial outcomes.

• Led segmentation and lifecycle strategies across patient and provider journeys to improve activation, engagement, retention and customer experience.

• Partnered across Product, Clinical, Regulatory, Market Access, Finance and Executive Leadership to align commercialization priorities, investment and growth strategy.

HYNES Intl. – San Diego, CA
July 2021 - Present

CEO

• Developed go-to-market and channel strategies including retail positioning, e-commerce and distribution partnerships for emerging brands.

• Partnered with medical device companies and other brands to identify and reach their target audiences through digital channels, social media and traditional advertising. 

• Launched influencer program focusing on existing users speaking with an authentic voice on their experiences with products to drive awareness and adoption in the diabetes community.

• Rebranded LIGHT Helmets and launched a new website, social profile, collateral and ad campaigns focused on disrupting the football helmet market in an industry that has only three major players. Now in the NFL and college.

• Developed and managed nationwide sales team focusing on high school and youth football programs. Directly managed retail relationships to expand sales and growth by 82%.

COMPANION MEDICAL – San Diego, CA
2020 – July 2021

Vice President of Marketing

• Responsible for branding, patient awareness, healthcare provider adoption and building a loyal user community.

• Developed and executed digital and influencer campaigns that increased sales qualified digital leads by 400%.

• Increased conversion rate of app downloads to shipped devices by 53%.

• Launched influencer program to have existing users speak with an authentic voice on their experiences with InPen to drive awareness and adoption in the diabetes community.

• Strategically aligned with leadership to drive awareness public relations to result in increased brand awareness and positive public perception.

• Led the marketing and brand integration for US and global InPen product launches as part of the transition team with the Medtronic acquisition.

SENSEONICS – Germantown, MD

2018 – 2020

Director of Global Public Relations and Brand Marketing

• Developed driving marketing strategies, plans and tactics to increase global adoption of the Eversense CGM System in 16 countries, including the US. 

• Oversaw and managed the global brand for Senseonics, Eversense and Eversense XL. Responsible for developing and implementing strategic and tactical marketing plans aligned to the global brand strategy for key customers including users (patients), healthcare providers, payers, academic and research institutions and associations.

• Responsible for executing the refreshed Eversense brand in the US and all global markets.

• Partnered with distributors to provide branding, messaging, collateral and sales tools for promoting Eversense and Eversense XL in 16 countries and adding 17 additional countries through 2021.

• Strategically aligned with leadership to drive initiatives and key messages through public relations, crisis management, investor relations and internal communications to result in increased brand awareness and positive public perception.

• Directly responsible for digital brand presence including websites (US and global), social media, digital, lead generation and conversion, SEO/PPC and programmatic advertising to drive and surpass forecasted KPIs.

DEXCOM – San Diego, CA
2015 – 2018

Senior Marketing Manager - Brand

• Responsible for all strategic marketing, branding, advertising, digital, trade shows and public relations targeting health care professionals, payer and pharmacy audiences.

• Developed and launched all HCP launch materials (trade advertising, website, digital ads, emails and collateral) and field sales training videos for nationwide training meetings for new product launch (Dexcom G6 CGM System). 

• Worked with leadership to promote clinical initiatives surrounding major study journal publications. Co-manage PR agency relationship regarding embargo pitches, clinical stories and promotion to the clinical, payer and pharmacy audiences.

• Spearheaded and executed full relaunch of professional website for health care providers, pharmacists and payers which resulted in a 246% increase in site traffic.

• Reorganized, updated and streamlined the e-detail tool to integrate into SalesForce/Veeva for the field sales.

• Initiated corporate communication program, including company newsletter, relaunch of the intranet, live-streaming town halls and executive communications.

• Manage creative services team and provide branding guidance for all collateral, marketing materials
  trade show presence and digital advertising for provider markets. 

• Completed field sales training program to fully understand sales training process.

UC SAN DIEGO HEALTH – San Diego, CA
2010 – 2015

Director of Marketing

• Directly responsible for all marketing, promotion, branding and advertising for the Moores Cancer Center including clinical research discoveries, personalized medicine and the comprehensive cancer center brand.

• Acted as a consultant as part of the UC San Diego Health Sciences International team for the UC San Diego School of Medicine partnership with Perdana University medical school in Malaysia.

• Strategic team leader for Health System branding campaign to re-launch UC San Diego Health as the One Place in San Diego for health care. Campaign included TV, print, radio, digital advertising and outdoor advertising elements: Coaster train and UCSD bus fleet vehicle wraps. 

• Negotiated multi-year contract with the San Diego Chargers NFL organization to promote UC San Diego Health. Sponsorship included exclusive rights to use Official Health System of the San Diego Chargers and Official Sports Medicine Provider of the San Diego Chargers, stadium signage, breast cancer sponsorship game, events and player appearances.  

• Directly responsible for the marketing strategy and execution plan to launch the Sulpizio Cardiovascular Center.

• Negotiated strategic partnership agreements with national disease organizations to promote specialty services to a targeted demographic.

ANTELOPE VALLEY HOSPITAL – Lancaster, CA
2006 – 2010

Director of Marketing, Public Relations and Physician Recruitment

• Created the first in-house physician recruitment program to attract physicians in numerous specialties, including: neurology, cardiology, otolaryngology, plastic surgery, orthopedics, trauma and pediatrics.

• Directly responsible for developing the annual advertising, marketing and media plans to effectively communicate the strategic direction and capabilities of the hospital — including print advertising, collateral, annual reports, direct mail, hospital magazines, radio, TV, store casts and website. Managed marketing and community relations staff.

• Public Information Officer who managed strategic messaging for the media and community. Worked directly with the CEO in a chief-of-staff capacity. First point of contact for 24-hour, on-call coverage for media relations and crisis management.

CENTRIC – Valencia, CA
2005 - 2006

Senior Account Manager

Clients: Princess Cruises, Memorex, Joico, Albert’s Organics Grateful Harvest Meats, Loose Goose Wine Festival

 

KEILER & CO. – Farmington, CT
1999 - 2004

Senior Account Manager

Clients: Lockheed Martin (Integrated Systems and Solutions, Electronic Systems, Maritime Systems, Transportation & Security Solutions, Information and Technology Services), Speedline Technologies, Cookson Electronics

 

DECKER, America’s Premier MicroAgency – Glastonbury, CT
1997 - 1999

Clients: CIGNA HealthCare, SNET Wholesale, Yale School of Medicine, The Famous Grouse Scotch

 

DENTSU CORPORATION OF AMERICA (DCA) – New York, NY
1996 - 1997

Clients: Canon, Butler Toothbrushes