Marketing Manager Business Development

Strategic Planning and Delivery Research & Development Service Delivery Sales Capabilities

Ron Underwood

**** ****** **. #**, *** Luis Obispo, CA 93405

650-***-**** t *********.***@*****.***

Senior Marketing Manager

A Recognized Expert in Market Strategy Development and All Aspects of Program Ownership

Dynamic and motivated professional with over 30 years of experience in a wide variety of marketing-based settings. Demonstrated ability to thrive and achieve success in ever-changing environments that demand a strong level of flexibility and great attention to detail. Adept at achieving success in both team-based and independent settings. Personable with a positive and determined attitude. Seeking a senior-level marketing position with a medical device company that will allow for leverage of skills and professional growth.

EXPERIENCES AND ACHIEVEMENTS

Community Service 2014- 2010

San Mateo County Ombudsman

Worked as a resident advocate for elderly and disabled patients in San Mateo County; calling on Nursing, Group and Residential Homes. Mediating disputes between resident family and care providers.

Consulting Medical Device Companies

t Ear Nose and Throat

t Sleep Apnea

t Wound Care

ARTHROCARE CORPORATION, Sunnyvale, CA 1997 – 2010

Vice President, Business Development 2008 – 2010

Successfully planned and executed a wide range of strategies in order to meet specific organizational objectives; included determining what products or markets to phase in and out of operations. Established strong and lasting relationships with strategic business partners

t Developed a wound care line of Coblation products and performed a clinical study at Georgetown

University

t Completed a Distribution Agreement with Wright Medical to sell ArthroCare’s products to Foot and

Ankle Surgeons

tLead a cross-functional team to perform due diligence on Accarent to determine potential fit with ArthroCare’s ENT strategic direction

Vice President and General Manager, ENT 1999 –2008

Lead a team of 50 direct sales reps, 7 regional managers, 1 national sales manager, 1 national accounts manager, 1 distributor and 5 marketing positions to achieve company objectives; grew annually to achieve double-digit growth from 2003 through 2008. Developed and executed successful Business Unit strategies and marketing plans. Assumed responsibility for BU profit and loss (P&L); managing all budget forecasting and product development. I am the owner 17 Coblation patents of which 5 are core. Completed market research and devised effective marketing communications plans.

tGrew annual revenues to $100M

tLed all operations and daily functions for the company’s ENT Business unit; achieved the highest levels of performance for all BU from 2005-2008

tTechnology became the “standard of care” for tonsillectomies in the United States

tAchieved successful commercialization through cross-functional teamwork; developed two platforms and numerous wands

tProvided training and development initiatives for Field Sales Team

tLead a successful Speakers Program, both domestically and internationally

tDeveloped reimbursement strategies to effectively penetrate physician owned ASCs

tTransitioned from a distributor network to direct sales representation in the US

Developed and successfully completed numerous multi-institutional clinical studies

Director of Marketing Visage 1997 – 1999

Developed the Cosmetic Surgery Business Unit for the company; started from product concept phase through development processes. Through a multi-center clinical study, we gained an FDA clearance for skin resurfacing with Coblation Technology. A line of product extensions was created for Blepharoplasty and Epidermal Exfoliation before; the Division was sold to Collagen Aesthetics in 1999.

Marketing Manager Conceptus 1994 -1997

Developed a Transcervical approach to Fallopian Tube blockage for Female Infertility; A fantastic mission and the product worked well, but we couldn’t compete with the IVF labs. Do to the lack of success, Conceptus changed its’ focus and became a sterilization company.

Medical Technology Consultants 1992 – 1994

Established my own Ophthalmic Distributorship in the Los Angeles area; selling Intraocular Lens, Viscoelastics and Hand Held Instrumentation. One of my Hand Held lines was for Retinal Surgery and I spent a large amount of time with Retinal Surgeons.

Director of Marketing Kabi Pharmacia 1989 – 1992

Responsible for growing the Intraocular Lens and Viscoelastic domestic revenues; by creating and implementing long-term product strategy, launching new products, customer visits, attending key congress and meetings, and providing critical sales tools to the Sales force.

Marketing Manager Viscoelastics Pharmacia Ophthalmics 1986 1989

Responsible for growing Healon’s domestic revenue, which doubled from $30M – $60M. Worked closely with KOLs, Sales Force contact, and understanding the sales process. Understanding the market dynamics, instituted a new syringe volume which increased the ASP by $12 US. Provide all downstream marketing and training of the Sales Force.

Sales Representative Pharmacia Ophthalmics 1979 -1986

Responsible for growing Healon revenues in my territory, from 0 - $1.5M US. One of the original 8 Sales Reps selected to launch Healon. Had 5 of the top cataract surgeons in my territory and developed them into KOLs for the company. Was the number one Sales Rep in the company 3 of those years.

CORE COMPETENCIES

Leadership Market & Business Development Speaker Programs Interpersonal Communications

Stakeholder Relationships Budget Forecasting Revenue Growth Resource Management Analysis

Profit & Loss Responsibility Commercialization Staff Hiring Training & Development Problem Solving

Critical Thinking Documentation & Reporting

EDUCATION

Bachelor of Science, Biology, California Polytechnic State University, San Luis Obispo, California

Medical Marketing Program, Graduate School of Management, University of California, Los Angeles, CA

Finance and Financial Reporting for Non-Financial Managers, Santa Clara University, Santa Clara, CA

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