Strategic and Product Marketing

B ILL W INTER

**** ******** **** **** *******, TN 37886 865-***-**** **********@*****.***

STRATEGIC MARKETING EXECUTIVE

Versatile leader with an engaging participative style and enthusiastic approach to new challenges.

Dedicated product champion respected for knowledge, integrity, and consistency. Known for

innovation in delivering unique, timely solutions to complex customer needs. Adept at cultivating

strong, long-standing customer relationships. Highly successful in developing and executing

tactical programs that support and exceed strategic goals.

Areas of Expertise:

Strategic Planning Staff Recruiting and Advertising

Product Development Messaging

Development

Project Leadership Cross-Functional Team Product

Global Product Launch Building Training

Thought Leader Vendor Development Business

Customer Relations

Engagement Analysis

Collateral Development P&L

Management

P RO FESSIO NAL E XPERI ENCE

CROWN FINANCIAL - Knoxville, TN 2012 - 2013

Vice President – Marketing and Product Development. Product development and direct-to-

consumer message alignment for a global non-profit financial resources supplier. Prepared launch

and marketing plans. Ensured maximum ROI on donations by developing in-house talent and

establishing a network of cost effective suppliers. Supervised a team of four in market research,

product design, product launch, training, new partner development, agency management,

messaging, branding, advertising, radio programming, video production, magazine publication and

inventory management.

Leveraged partnerships and a comprehensive communications program to increase

Crown’s customer exposure by an estimated 700,000. Managed external public relations

firm to engage national media outlets for press release exposure and media firm to syndicate

“MyMoneyLife” daily radio program to markets nationwide. Used several social media

platforms for direct customer engagement and distribution of in-house promotional videos.

Developed ad placements for Crown’s quarterly “Do Well” and Lifeway’s monthly “More Living”

magazines. Revamped www.Crown.org for new aesthetics, vastly simplified navigation, and

more user-centric messaging. Partnered with Feed Your Faith and Kirk Cameron to promote

and participate in “Love Worth Fighting For” national seminar series to gain exposure to his

broad national audience.

Designed and employed formal beta testing to help streamline and formalize Crown’s

product development process. Engaged 10 sites to validate the design of the new flagship

small group curriculum. Utilized staged testing to allow implementation of rolling changes and

launch of the fully updated printed and video material almost immediately upon completion of

the beta program.

DEROYAL - Powell, TN 2009 - 2011

Marketing Director - Implants. In a hybridized marketing/operations role, provided product,

systems, and market expertise in leading a cross-functional team in the ground-up development of

DeRoyal’s first implant portfolio, infrastructure, training programs, and launch strategies to drive

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entry into the orthopaedic trauma market. Developed and executed a marketing plan based on

portfolio development, account targeting, inventory management systems, and creative pricing

programs to enter a mature saturated market. Developed consistent brand messaging across

product catalog, web content, sales and training presentations, techniques, white papers, and

sales collateral.

Negotiated supplier pricing that allowed customers to achieve up to 36% cost savings

while still generating a minimum of 60% margins for DeRoyal. Created a unique market

entry strategy that embraced hospital cost containment. It reduced implant cost for the

customer through self-distribution. This eliminated the need for a commissioned company

rep to restock and allowed both deep customer discounts and acceptable company margins.

Developed a global supply network that could meet the strict quality and cost requirements.

Implemented market-first QR bar coding on product to allow real time logging of

implant use and inventory replenishment at the point of use. Designed sterilization

cases, labels and inventory control forms to integrate QR codes that interfaced directly with

DeRoyal’s DOC II software. Utilized scanner with simple interface to enhance hospital control

of increasing implant cost with point and click data entry in real time by the operating room

staff. This became an integral part of the hospital self-distribution model.

STRYKER ORTHOPAEDICS - Mahwah, NJ 2005 - 2008

Group Product Manager. Telecommuted to develop and implement strategic and tactical U.S.

marketing plans for Deformity, Pediatric and Foot products. Supervised staff of three product

managers. Managed P&L. Ensured FDA compliance and branding in all messaging. Recruited

and utilized surgeon KOL team in compliance with corporate and emerging AdvaMed guidelines.

Created collateral and trained sales force. Provided competitive market analysis and technical

support as well as represented U.S. market during global new product development projects.

Seized the opportunity for Stryker to enter emerging foot and ankle market, increasing

sales $3M in first year. Developed a portfolio of best-in-class products specifically for foot

and ankle specialists. Marketed through trade shows, medical education courses, and society

journals. Recruited key physician thought leaders to conduct education courses and provide

guidance on strategy. Developed and executed new sales training program. Grew sales $3M

as result, representing a 237% increase over prior year.

Protected $5M contract with U.S. Air Force with timely upgrade and redeployment of

trauma field kits for Stryker. U.S. Air Force demanded immediate turnaround time for

inventory of 1,600 Stryker sterile trauma kits deployed at bases around the world. Maintained

constant communication between military sales team and Swiss manufacturing facility to

ensure high expectations were met. Completion of project in 4 weeks sheltered $5M annual

contract with Air Force from being overtaken by aggressive competitive bidding.

1998 - 2004

SMITH & NEPHEW ORTHOPAEDICS - Memphis, TN

U.S. Market Manager, 2003 - 2004. Delivered tactical U.S. marketing support for external

fixation products. Rebranded product by standardizing collateral, updating

messaging, and simplifying training programs across products. Sales training.

Coordinated activities and compliance of surgeon consultant panel. Provided field

technical support. Managed customer VIP visitation program. Executed formal

medical education program with 7 annual courses. Coordinated external ad agency

to create collateral within budget and time constraints.

Increased participation in domestic medical education program 96%. Established

simplified curriculum and methodology for courses as a result of collaboration with targeted

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Bill Winter

surgeons. Introduced new instructional materials, lectures, labs and engaged diverse faculty

members. Increased enrollment in program by 96% and user retention by 27%.

Senior Marketing Advisor, 1998 - 2003. Global strategic and tactical marketing for pediatric

deformity correction products. Created annual marketing plans. Directed cross-functional teams

in moving projects through the Strategic Product Development process. Secured project funding

then developed and managed budgets to ensure projects met proposed ROI. Created and

executed training program for surgeons and sales force. Coordinated and executed training and

in-country launches in EU, Russia, Japan, and Australia. Recruited thought leaders as faculty for

“surgeon to surgeon” training program. Developed sales collateral, technical monographs, and

web content through management of multiple external agencies. Enhanced trade show presence

with new display and graphics.

Developed operative planning software, resulting in 70% increase in hardware sales.

Led cross-functional design team and surgeon thought leaders in defining product design

criteria to meet user needs for simplified preoperative surgical planning and clinical use.

Contracted with third party to develop and host the first orthopaedic web-based planning

program with increased capabilities, immediate upgrades and HIPAA compliance. Cooperated

closely with FDA to create new product category in which to approve this market-first product.

The resulting product and hardware additions greatly enhanced sales focus with revenue

increasing 70% as a result. The software was a Silver Winner in the 2003 Medical Design

Excellence Awards and received a U.S. Patent for method of delivery.

SMITH & NEPHEW ENT - Bartlett, TN 1989 - 1998

Product Manager II, 1995 - 1998. Global strategic and tactical marketing for laryngology product

line. Budgeting and full P&L responsibility. Prepared annual marketing plans. Led cross-

functional product development teams in launching endoscopy and shaver platforms. Sales

training. Overhauled surgical instrument product line. Created library of new sales collateral.

Field technical support. Wrote and published ”Spotlight” monthly newsletter with surgical lighting

product updates.

Launched new shaver platform for Smith & Nephew, achieving $2.5M revenue in launch

year, exceeding projection 38%. Opportunity existed to define emerging market for ENT

shavers. Initiated cross-functional project to define user needs, identify goals, establish

timelines and team member expectations as well as secure project funding. Directed entire

project and maintained clear, concise communications throughout the process. Product

launched on time with an aggressive eight month development schedule.

Led project team that developed the “Borders Safety Skin Hook,” which was awarded a

U.S. design patent. Led a team to transform user needs into a feasible design, find a

German source, gain FDA clearance, and file intellectual property documentation. Result was

a set of skin retractors designed to help eliminate intraoperative puncture wounds to operating

room staff and thereby help mitigate risk for HIV and hepatitis infections.

E DUCATION P ERSONAL

A ND

B.S: Business Administration (Marketing concentration), Christian Brothers College, 1989

Honors: Graduated Magna Cum Laude with Certificate of Achievement - Excellence in

Marketing.

Completed Gallup University’s Great Managers program, 2006.

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Bill Winter

Awards: Silver winner, 2003 Medical Design Excellence Awards for innovations with the Taylor

Spatial Frame and web based program, www.spatialframe.com.

LinkedIn: http://www.linkedin.com/in/billwinter98

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