Sales Marketing
Resume:
SAMUEL E. JOHNSON
San Antonio, TX 78258
210-***-**** (M0bile)
**************@*****.***
MARKETING & SALES PROFESSIONAL
Product Management/Brand Management /Sales
Accomplished Marketing & Sales Professional with a proven record of success in planning and leading
comprehensive marketing strategies in support of business goals and objectives. Expertise in directing the creation of marketing tools and steering the execution of marketing programs. Demonstrated success driving growth in targeted markets through implementation of key projects. Solid leadership and mentoring skills. Adept at communicating and collaborating with executive management, internal departments, and key opinion leaders to coordinate overall marketing efforts.
• Strategic & Tactical Market Planning Market & Sales Growth, Pricing, Profitability
• New Product Launches Market Research, Analysis & Trends
• Teamwork, Cross-Functional, Matrix Customer FocusedSkills
• Marketing Programs & Presentations Budget Preparation/Administration
• Sales Training and Management Business-to-Business Technical Sales
PROFESSIONAL EXPERIENCE
SENIOR STRATEGIC MARKETING MANAGER, 2013 –
KINETIC CONCEPTS, INC. (KCI) – San Antonio, TX
Define strategy for and develop, execute, and manage a comprehensive marketing plan for the global launch of a new advanced wound care therapy system. Plan integrated marketing initiatives to complement the product portfolio sales strategies in each country. Communicate with customers, management, internal departments, and key opinion leaders to coordinate overall marketing effort in accordance with corporate goals. Provide leadership and direction to marketing communications personnel to guide the creation of marketing materials and ensure congruence with objectives. Plan training for field sales personnel, and sustain close communication with field sales management.
Key Accomplishments:
Work closely with an external research firm to develop a market research project plan for key global
markets
Guide development of product marketing collateral and medical journal advertising involving both internal
and external Marketing Communications personnel
Develop a global launch plan to align with corporate strategic objectives
Provide Voice of the Customer guidance in the development of new product features
Guide Product Branding efforts to ensure maximum global relevancy
PRODUCT MANAGER, 2010 – 2012
OLYMPUS AMERICA INC. – Bartlett, TN
Define strategy for and develop, execute, and manage a comprehensive marketing plan encompassing integrated
marketing initiatives that are designed to defend the company’s position as the market leader for otologic prosthetic
implants ($5M annually). Communicate with customers, management, internal departments, and key opinion
leaders to coordinate overall marketing effort in accordance with corporate goals. Provide leadership and direction
to marketing communications personnel to guide the creation of marketing materials and ensure congruence with
objectives. Advise and train field sales personnel, and sustain close communication with field sales management.
Represent company at leading industry trade shows. Assumed the added responsibility of managing the ENT
surgical instruments product line ($6M annually) in November 2011.
Key Accomplishments:
Work closely in the field with the sales team to convert hospitals to Olympus-brand otologic prosthetic implants and ENT surgical instruments.
Developing relationships with key opinion leader ENT surgeons, personally observing their surgeries in the OR.
Applied in-depth knowledge of prosthetic implants for Middle Ear surgical procedures to assist the sales force in answering surgeons’ product-related questions.
Communicate frequently with the sales force on how to best reinforce customer preferences for Olympus-brand products.
Successfully defending implant market share for Olympus by helping to resolve problems at accounts and by instructing the sales force on how to position Olympus products versus the competition.
Continuing the process of training the sales force on how to aggressively sell the instrument product line through consistent and repetitive messaging to hospital and physician office staff.
SENIOR MARKETING MANAGER, 2008 – 2010
PURICORE – Malvern, PA
Defined strategy for and developed, executed, and managed comprehensive marketing plan encompassing
integrated marketing initiatives designed to rapidly introduce and establish Vashe Wound Therapy as a preferred wound treatment modality. Tactical tools within this marketing plan included prioritization of target markets for phased introduction, creation of product value propositions and pricing for each market segment, creation of promotional materials to include product brochures, videos, sell sheets, direct-mail pieces, medical journal advertisements, Web site content, and trade show exhibit themes. Ensured that planned marketing activities remained within the agreed-upon launch budget. Maintained close communication with executive management to ensure marketing activities aligned with business goals. Provided leadership and direction to marketing consultants
to guide the creation of marketing materials and ensure congruence with objectives. Advised and trained field sales personnel, and sustained close communication with field sales management. Represented company at leading industry trade shows.
Key Accomplishments:
Successfully launched into the hospital-based, wound care center market by converting to paying customers a large majority of the targeted accounts who had completed product evaluations.
Developed relationships with key opinion leader clinicians and successfully encouraged them to advocate the use of Vashe Wound Therapy during their podium presentations at national medical conferences.
Worked with a team of independent sales representatives to provide guidance on the proper positioning of Vashe Wound Therapy at each target account.
Successfully established a core group of regional customer accounts that could be reliably used as
references for clinicians contemplating evaluations of Vashe Wound Therapy at their own medical
facilities.
PRODUCT MANAGER II, 2001 – 2008
KINETIC CONCEPTS, INC. (KCI) – San Antonio, Texas
Defined strategy for and developed, executed, and managed comprehensive marketing plan encompassing
integrated marketing initiatives designed to penetrate and grow markets for V.A.C. Freedom ®. Communicated with customers, management, internal departments, and key opinion leaders to coordinate overall marketing effort in accordance with corporate goals. Planned and carried out regional market research and analyses, and developed Competitive Product Analyses. Played integral role in product development activities. Prepared revenue and expense budgets for assigned product lines, contributed expertise to sales revenue forecasting and strategic business planning. Presented to executive management, sales, customers and key opinion leaders. Collaborated remotely and in-person with field sales management. Represented company at leading industry trade shows.
Key Accomplishments:
Developed and launched V.A.C. Freedom® therapy system, on time and on budget, to the Home Care
(2002) and Extended Care (2004) markets. Obtained qualitative and quantitative market research to
support development and launch of V.A.C. Freedom® therapy system.
Spearheaded 493% increase in total domestic V.A.C.® placements on home care patients over 3 year
period. Continuing a total domestic increase of V.A.C.® placements on extended care patients. Growth was 49% over 5 quarters.
Participated in “Voice of the Customer” initiative for V.A.C. Freedom® home care market.
Developed and launched the InfoV.A.C.® therapy system to the U.S. Acute Care market (2007), leading a
cross-functional, multinational team representing 16 different departments.
Obtained qualitative market research (U.S. & International) and quantitative market research (U.S.) to guide the development of the InfoV.A.C.® therapy system.
Worked closely with Human Factors consultants at several points in the InfoV.A.C.® system development
to help ensure the user-friendliness of this new therapy system for the U.S. and International markets.
PRODUCT MANAGER, OBSTETRICS, 1998 – 2001
UTAH MEDICAL PRODUCTS, INC. – Midvale, Utah
Developed and managed a wide range of marketing tools, including promotional materials, direct-mail pieces, and Web site content for Obstetrics business. Defined and evaluated product marketing, programs, and analyses. Maintained close communication with executive management to ensure marketing activities aligned with business goals. Provided leadership and direction to marketing staff to guide the creation of marketing materials and ensure congruence with objectives. Advised and trained field sales personnel, and sustained close communication with field sales management. Collaborated with CEO to identify acquisition and partnering opportunities, and with R&D to ascertain and evaluate concepts for new product development. Presented to executive management, customers and key opinion leaders. Represented company at leading industry trade shows.
Key Accomplishments:
Successfully maintained Obstetrics product line, representing 47% of total company sales.
Led 28% growth in sales through face-to-face intervention with physicians, nurse managers and customerpurchasing departments.
Piloted marketing strategy that won customers using a competing product back to the Intran® product.
TECHNICAL SALES REPRESENTATIVE, 1995 – 1997
UTAH FOAM PRODUCTS – Salt Lake City, Utah
Sales and marketing of polyurethane chemical systems and processing equipment. Managed a 15 state sales territory. Doubled number of accounts in assigned sales territory in two years. Increased sales volumes in territory from $280K to $1,060K in two years. Forecasted sales monthly. Assisted VP, Sales and Marketing in formulating strategic plans for new market development and penetration.
TECHNICAL SALES MANAGER, 1993 – 1994
ENICHEM AMERICA – Conyers, Georgia
Increased annual sales from $2.5 million to $9 million in two years. Secured $35 million in future supply contracts.
Acted as main technical interface during client conversion to $25 million contract. Conducted over 40 on-site material trials annually. Performed system formulation cost accounting for polyurethane and polyurea product lines.
TECHNICAL SERVICE REPRESENTATIVE, 1986 – 1993
BASF CORPORATION – Wyandotte, Michigan
Developed new polyurethane and polyurea formulations for use in Reaction Injection Molded (R.I.M.) applications. Worked directly with external customers to qualify materials for production applications. Served as primary customer contact for technical and sales issues. Forecasted monthly sales volumes for the Automotive Urethanes Group.
R.I.M. JUNIOR PROCESS ENGINEER, 1985 – 1986
DAVIDSON RUBBER COMPANY – Americus, Georgia
Provided technical support to production department to troubleshoot problems with R.I.M. polyurethane bumper production. Performed material trials on production equipment to improve economics and physical performance of polyurethane materials.
EDUCATION & CREDENTIALS
MBA, 1990 • Wayne State University – Detroit, Michigan
Bachelor of Science Degree, Chemical Engineering, 1984 • University of Alabama – Tuscaloosa, Alabama
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