John David Martino

Email: acrpfy@r.postjobfree.com Mobile: * 724-***-**** - Home 859-***-****

Product Marketing Manager

Experienced marketer, sales representative, hospital manager, strategic product planner and founder of a startup company and has guided development of innovative products that meet the customers’ needs.

With a track record of successful product development, global product management and strategic planning, has launched literally dozens of products into new and established markets in the US and abroad.

Qualifications and skills include:

Global product marketing management

Product development planning

Multidisciplinary team leadership

Primary customer research

Competitive GAP analysis

Global brand management

Strategic marketing planning (4-P’s)

Financial planning and Forecast modeling

Product lifecycle management

Design validation

Promotional planning

Collateral, advertising and video development

Website production and search engine optimization

Tradeshow/conference management

Private-labeling with 3rd party manufacturers

Personnel and Sales training

HIGHLIGHTS:

Integra LifeSciences – Launched new product line, creating a unique industry offering in cranial fixation implants which set a flat fee per patient surgery, simplifying insurance reimbursement for craniotomy closure.

Bayer Healthcare MEDRAD – Authored global brand strategic plan, implemented market research training within the marketing department and Human Factor Engineering into the product development validation processes.

CardioQuickSys, LLC. - Managed clinical trials for two new products, achieved CMS approval for Medicare HCPCS and CPT codes to gain reimbursement for two new products.

iCAD Inc. – Developed direct to consumer (patient) promotional and educational materials for breast imaging CAD technology, including: radio and TV interview scripts, video production and printed materials.

Tyco Health Care/Mallinckrodt, Inc. - LF Products – Conceived and gained approval for Applications field trainers, hired 15 Radiologic Technologists to perform US customer in-service training on injector products. Grew the powered injector business from $45M to $65M business while increasing our global market share by 18%

WORK EXPERIENCE:

Integra LifeSciences - Neurosurgery Product Manager - 2012 to 2015

Integra offers surgical solutions in orthopedics, neurosurgery, spine, reconstructive and general surgery

Planned, organized and managed one of the Integra LifeScience's neurosurgical product lines from concept through product life cycle to optimize profit and corporate growth objectives.

Gained double digit revenue growth for two consecutive years

Completed private labeling project and commercialized new craniotomy repair product line in 9 months

Developed and implemented a new and unique pricing scheme, setting a flat fee per surgical case

Performed customer research on 700+ O.R. purchasing managers, analyzing for key insights that drove the product launch and pricing strategies

Produced and executed all sales and customer training related to craniotomy product launch

Bayer Healthcare MEDRAD - Strategic Product Planning and Marketing Manager - 2006 to 2012

A Division of Bayer Heathcare AG, MEDRAD, INC., is a Manufacturer and worldwide distributor of medical devices and consumables for CT, MR, and cardiovascular applications

Global marketing responsibilities for MRI product portfolio, responsible for strategic planning, business case development product development planning and commercialization planning including promotional marketing.

Globally increased MRI Injector market share by 2%, while improving overall product gross margins by 3%,

Developed global product strategies using customer research and market analytics

Implemented Human Factor Engineering into the product development and validation processes,

Developed training programs in marketing department standardizing company Voice of Customer research

Planned and performed primary customer research, including Kano and Conjoint studies, for 5 different projects in 5 1/2 years.

CardioQuickSys, LLC. - Senior Product Manager - 2005 to 2006

CardioQuicksys was a start-up medical manufacturer of consumable medical devices for performing 12-lead ECG in both pre-hospital and hospital markets, for EMS, ER and cardiac monitoring.

Managed introductory product offerings developing marketing strategies for new products, performed primary customer market research and secondary market and competitive research, developed promotional marketing materials including online video marketing campaign, sales collaterals, including; Sales CD presentations, product brochures, sales literature, tradeshow exhibits and company website.

Developed the sales forecasts by data mining and analysis for new metropolitan markets

Performed primary market research before the Introduction and successful market penetration into Cleveland, Los Angeles and Baltimore for the introductory product using geographically targeted marketing methods.

Created customer awareness with company branding and new product branding using tradeshows, journal advertising, direct mailing and web based methods.

Developed all sales tools and in-service application training video presentations

Submitted applications for CPT and HCPCS codes to CMS for Medicare payment for the product.

Set-up and managed clinical research studies in the US and abroad for increasing FDA claims on the 510k approval for the CardioQuick Patch.

Schaerer Medical USA - Product Marketing Manager - 2004 to 2005

Schaerer Medical manufactures and distributes surgical tables for neurological, cardiovascular, and orthopedic surgery as well as Imaging solutions for surgery such as Intra-operative CT scanners

As product manager updated all corporate and product branding, all sales collaterals including Sales CD presentations, product brochures, sales literature, tradeshow exhibit graphics and training materials for surgical tables, intra-operative CT imaging, Image Guided Surgical planning and Surgical Robotics products.

Grew surgical table sales revenue 4% in 12 months

Developed all new marketing media including brochures, Sales CD’s and tradeshow booth

Launched two new products at Congress of Neurological Surgery in Oct., 2004

Performed CRM data-mining of historical product shipments and located entire installed base of OMI/SMI surgical tables in USA acute care hospitals.

Created new customer lead generation and follow-up program for Sales Team.

Developed and implemented new customer Site-visit program for surgical CT device at the Christ Hospital, Cincinnati.

ICAD, Inc. - Marketing Manager - 2003 to 2004

iCAD, a medical computing company with medical Computer-Aided Detection (CAD) software providing computer over-reading of radiologic images for cancer detection in mammography, CT and other imaging modalities, such as MRI and Ultrasound.

Managed the marketing department for CADx Systems prior to their acquisition by iCAD, then integrated all corporate branding, product branding, supervised merging of the company websites and updating of all sales training and collaterals.

Developed all new marketing media

Launched two new products and re-launched four products under new branding ID

Produced and placed advertising

Designed and published printed sales collaterals

Developed and managed the company website

Managed the tradeshow exhibitor efforts

Produced and uploaded company investor webcasts to the internet

Produced all Sales training materials

Provided sales training for iCAD employees and distributors including; GE, Fischer and SourceOne,

Authored and release all public press announcements

Documus, LLC - Founder and CEO - 2000 to 2003

Documus LLC, performed traditional and online customer market research, Documus, LLC. provided primary and secondary market research for medical device and pharmaceutical manufacturers.

CEO, other activities included filing all intellectual properties, launch and management of company websites, development of company organizational structures, financial accounting practices, management of a team of six employees, and chairing a Business Advisory Board.

Designed and managed production of the two company websites – corporate & customer research sites

Initiated a web enable customer lead generating program at the Documus website, yielding over 30 customer inquiries per month.

Optimized the Documus website for top five placement on major Internet search engines.

Developed a client base of 18 customers over two years

Designed and initiated customer proposals, managed project teams and negotiated all contracts and sales of company business.

Managed all company advertising campaigns, both traditional and internet

Tyco Health Care – Mallinckrodt, inc. - Liebel-Flarsheim Products

Director Product Marketing, Delivery devices and Disposable Products - 1992 to 2000

Managed worldwide marketing and promotion of Liebel-Flarsheim (LF) contrast media injectors for Angiography, CT scanning, MRI scanning and Cardiology procedures. Developed and launched five products lines into the US and world markets during this time. (Optistar, Illumena, OptiStat, updated CT 9000)

Had supervisory management of five employee direct reports

Grew the powered injector business from $45M to $65M business while increasing our global market share from 22% to 40% in

Developed and managed advertising campaigns, journal advertisements, sales collaterals, and videotape presentations for the launch each new product.

Developed and produced sales training materials, and executed training of US, European and Asian sales forces, prior to launch of new injector products.

Headed project team to reduce manufacturing costs of injector devices, ultimately reducing costs by 10 to 15% across product lines.

Assisted in achieving distribution contracts with OEM Medical Imaging manufacturers (G.E. Medical, Siemens Medical, Philips, etc.) for placement of LF contrast injectors within OEM computerized sales quote systems and accessory catalogs.

Launched new Optistar MR Contrast injector into the U.S. and international markets.

Integrated CT injector operations into OEM CT scanner controls working with OEMs, including Phillips, Toshiba, Picker, Siemens and General Electric.

Participated in development of each new product, including setting up customer market research studies and clinical trials (IRB & PMA studies) for devices.

Conducted an international marketing/competitive survey and implemented a comprehensive marketing/sales strategy which increased world market share by 18%

Responsible for training of LF sales & Mallinckrodt Sales, plus all international distributors

Reduced the Tradeshow budget by 32%

Scripted and produced first LF customer training videos, for new products.

Siemens Medical Systems (SMS) - Siemens Account Representative - 1988 to 1992

Wm Booth Memorial Hospital – Administrative Director of Radiology - 1987 to 1988

University of Cincinnati – Director of Radiologic Technology Education - 1981 to 1987

Education: Bachelor of Science, Allied Health Sciences - The Ohio State University, Columbus, Ohio 1980

ARRT Registered Radiologic Technologist – July, 1980

Additional graduate studies in; Electronics, Adult Education, Healthcare Administration, Medical Physics, Human Anatomy, Physiology and Biology

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