VICE PRESIDENT OF STRATEGIC MARKETING

Qualifications Profile

Accomplished, results-driven, and highly dedicated professional, equipped with exceptional leadership experience in marketing management and operations. Expert at identifying and developing go-to-market strategies to achieve goals, brand, market share, and financial position of medical diagnostic organizations and health systems; as well as in supervising cross-functional teams toward operational efficiency and productivity. Strategic leader and relationship builder, with well-defined entrepreneurial aptitudes and strong communication, interpersonal, time management, and multitasking skills.

Core Competencies

Market Planning and Research Contract Negotiation Team Development Revenue Growth and Profitability

Cross-functional Collaboration Problem Resolution and Decision Making

Professional Experience

Siemens Healthineers, Newark, DE

Senior Director, Strategic Marketing and Clinical Affairs 2013–Present

Develop and execute US marketing plans to maximize profitability and revenue towards >$1.4B laboratory portfolio and leverage cross-portfolio opportunities with diagnostic imaging and information technology

Establish new diagnostic consulting business line (LAAB Consulting Services) with five-year estimated new revenue potential of >$20M

Accountable for business expansion case development, due diligence, and negotiating terms for key strategic information technology (IT) partners of new healthcare digital ecosystem

Lead the development and implementation of IT partner integration and go-to-market sales and marketing strategy

Oversee the execution of clinical collaboration studies and publications for marketing proof points and customer and sales education and awareness of product portfolio performance and utility

Efficiently manage the implementation of clinical excellence strategy to drive clinician and laboratory adoption of assays and support >$1.1B reagent and consumable franchises

Establish health economic and outcomes research (HEOR) models for key assays to demonstrate impact on patient outcomes, readmission rates and value-based healthcare metrics

Identify the impact of reimbursement, policy, and regulatory trends on health systems while conceptualizing and implementing portfolio-wide, differentiated mitigation strategies to ensure success of provider and grow business line

Effectively serve as key opinion leader, author, and public speaker on key market trends including payer models, reimbursement, and value-based healthcare, and population health

Supervise cross-functional team of doctors of medicine, doctors of philosophy, Lean-certified clinical experts, and marketing professionals

Directed the Commercialization Team for next-generation laboratory automation line with advanced middle-ware capabilities; establish economic models for

Becton Dickinson Diagnostics, Sparks, MD

Global Senior Marketing Manager 2011–2013

Managed global go-to-market strategy and market development for open system reagents and partner assays on BD MAX™ molecular testing platform to attain the $150M estimated growth in five years

Functioned as an active member of advisory board on healthcare reform and policy to drive payer coverage

Developed and executed HEOR models to demonstrate patient outcomes and economic impact of molecular testing on patients and value based healthcare

ViraCor-IBT Laboratories, Lee Summit, MO

Marketing Director 2010–2011

Built and led marketing group in a newly merged molecular and immunology reference laboratory organization with $200M revenue goals for over five years

Formulated key opinion leader (KOL) pipeline to influence and drive testing behaviors among transplant physicians, infectious disease specialists, immunologists, allergists and molecular testing entities

OraSure Technologies Inc., Bethlehem, PA

Global Marketing Director 2007–2010

Strategically implemented business development and marketing strategies to attain growth in more than $87M oral fluid-based substance abuse testing (SAT), human immunodeficiency virus (HIV) point-of-care, and insurance risk assessment markets

Spearheaded the commercialization of automated immunoassay oral fluid drug testing system with projected revenue of over $100M, in collaboration with Roche Diagnostics

Applied excellent communication in negotiating specifications and contracts to generate 11 pain management assays with revenue potential of $35M

Dade Behring Glasgow, DE/Miami, FL

Marketing Manager, Syva and Dimension 1998–2007

Played an integral role in establishing global go-to-market strategy for Dimension and Syva immunosuppressant drug monitoring assays with estimated revenue potential of over $150M

Brought significant growth in Syva Emit and dimension drug testing core brands by 11% and 8% to total revenues of $132M

Held accountability for external design validation and marketing studies at more than 32 sites that resulted to the launch of major diagnostic platforms and more than 30 new assays

Additional Experience

Cedars Medical Center, Miami, FL

Chief Medical Technologies

Directed quality control and proficiency programs for the core and reference labs and operated the chemistry analyzers

Key participant in establishing a SAMHSA regulated laboratory for chain of custody drug testing

Education

Doctor of Philosophy in Public Health Epidemiology, 2015

Walden University, Minneapolis, MN

Epidemiology of Chronic Diseases and Population Health

Master of Business Administration, 2004

University of Phoenix, Tempe, AZ

Global Management and Marketing

Bachelor of Science in Clinical Biochemistry

Barry University, Miami Shores, FL

Coursework in Medical Technology

Mount Sinai Medical Center, Miami Beach, FL

Journal Article

Romero, L. (2016). Diabetes: The current state of affairs from a population management view. Medical Laboratory Observer, 48 (8), 12-20

Romero, L. (2018). Sustaining the business of laboratory testing beyond PAMA & reimbursement cuts. Medical laboratory observer, 50 (2), 40.

White Paper

Romero, L. Siemens. (2016a). Laboratory resting reimbursement: Rescue me!

Romero, L. Siemens. (2016b). PAMA survival 101.

Romero, L. Siemens. (2017). Navigating the highways of PAMA, lab test utilization and fee-for-value.

Dissertation

Romero, L. (2015). Third degree family health history and perception of disease risk. (Doctoral dissertation). Retrieved from Walden University ScholarWorks. (601)

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