Product Management Business Development

LIANA F. ROMERO, PhD

Newark, DE 302-***-**** *****.*.******@*****.*** linkedin.com/in/drlianaromero SUMMARY AND PROFILE

Global Healthcare Diagnostics Product Management Global & Regional Marketing Informatics & AI Strategy Business Development

A results-driven product management and global marketing leader with over 24 years of experience developing and leading the identification of the product pipeline and driving execution of the development and partnerships to grow the diagnostics product portfolio for laboratory diagnostics (immunoassay and chemistry), imaging modalities, and digital health informatics.

Extensive experience executing innovative marketing strategies across diverse international markets. Expertise in brand management, digital marketing, and market analysis, with a proven ability to drive revenue growth and enhance brand presence globally.

Skilled in leading cross-cultural teams and navigating complex market dynamics to deliver impactful campaigns that resonate with diverse audiences. Strong track record of building strategic partnerships and leveraging data-driven insights to optimize performance. Passionate about fostering a collaborative environment and driving brand success on a global scale. PROFESSIONAL EXPERIENCE

Head Product Management, Global Marketing & Strategy Healthcare Informatics and Diagnostics Danaher Beckman Coulter Remote Jan 2022 – present

Responsible for maintaining a 10-year Master Priority List (MPL) for leadership and team alignment of strategic direction, product status, timeline, go-to-market plans, and cost vs. revenue generation

Establish and lead a high-performing product management team aligned by product categories, exquisitely trained to follow quality, operational, and regulatory mandates of the Danaher Business System (DBS) tools

Lead and resource product managers to ensure projects track to delivery, budget, and time commitments

Develop clinical strategy and global product roadmap for over 17 AI/ML digital healthcare solutions with 10-year expected revenue of over $665 million

Identify and conduct due diligence on potential business partnerships and M&A with healthcare providers, biotech, pharma, and other diagnostic companies, expanding the portfolio of biomarkers and AI/SaaS/MDaaS solutions for rapid and accurate clinical decision-making across disease states, including cardiology, oncology, sepsis, respiratory infections, renal, and Alzheimer’s / dementia. Leverage strategy to deliver against Danaher’s $23.9B cross-operating company goal

Commission studies with elite agencies, key opinion leaders, clinical consultants, and the target customer base to identify existing and emerging market trends. Translate and validate market insights into value propositions, product claims, positioning, pricing, placement, and promotion to ensure seamless customer adoption

Execute thorough competitive analysis of needs, insights, pricing, reimbursement, supply chain requirements, and organizational infrastructure requirements in global high-growth market segments

Collaborate cross-functionally with Global commercial team, Market Access, & other cross-functional stakeholders to bring new products to market via launch excellence while providing customer-centric solutions and systems for continuous feedback

Establish a marketing team and budget for sales enablement inclusive of CRM tools (SalesForce), training programs, and competitive analysis to execute G2M strategy, continuous lead generation, and funnel management

Developed scalable data solutions and omnichannel marketing campaigns combining lab biomarkers with AI/ML digital healthcare solutions, resulting in a 20% increase in customers and a 22% rise in sales leads within the first year

Identify KOL strategy and foster relationships to support scientific, product, commercial, and marketing objectives, including executing and/or driving publications to influence key customers during presentations

Effectively manage P&L for product pipeline within the digital solutions business unit Head Global Imaging Product Management and Marketing Digital Health Solutions Strategy Siemens Healthineers Malvern, PA/Remote Oct 2018 – Dec 2021

Led global oncology marketing stream, positioning entire product portfolio (imaging, laboratory immunoassays, point-of-care, and IT) along lung, breast, and prostate oncology disease pathways, serving as differentiators for population health initiatives

Varian acquisition team member aligning Siemens diagnostic solutions to Varian’s oncology suite of interventional products

Developed and implemented multi-product marketing plans to address customers’ digital health needs for clinical decision support (CDS), patient engagement, workflow optimization across imaging, including digital pathology, and viewing applications

Enabled G2M strategies for AI software (AI-RAD and teamplay) to improve precision medicine, diagnostic accuracy, and care practices in oncology (including immunoassay biomarkers, mammography, low-dose CT, and MRI for oncology, cardiology, neurology, infectious diseases with global revenue of $254M

Collaborated with KOLs, clinicians, C-Suite, and associations such as ASCO, HIMSS, etc., to develop clinical content, peer-to-peer discussions, focus groups, advisory roundtables, and position papers on the clinical utility of key product capabilities while also influencing disease management and best-practice guidelines

Establish, maintain, and prioritize digital health solution product roadmap in alignment with diagnostic product launches and leadership product launch goals

Engaged payers, associations, and the Medical Imaging and Technology Alliance (MITA) to develop AI-driven best practices requirements for FDA submission of AI-based technology

Drove initiatives to maximize impact and ROI of marketing campaigns, account-based marketing initiatives, and clinical, operational, and financial impact awareness campaigns Senior Director Strategic Marketing and Clinical Affairs Imaging, Laboratory, and Digital Health Siemens Healthineers Malvern, PA Apr 2013 – Oct 2018

Executed over 40 clinical studies for launch of major diagnostic platforms and 30+ new immunoassay

Analyzed impact of reimbursement reduction (e.g., PAMA), policy, and regulatory trends on customer base across business lines (Lab, POC, Imaging, IT); created customer-specific cost savings Strategic Outcomes program as a countermeasure

Established diagnostic consulting business line based on immunoassay and chemistry instrumentation

(Dimension, Aptio and Atellica) performance; program concept adopted by Enterprise Services, including processes implemented in operational cost reduction measures (internal and customer-focused)

KOL, author, and speaker on scientific content, payer models, reimbursement, value-based healthcare, and population health

Executed cross-portfolio global and regional marketing initiatives towards $16B revenue achievement

Led team of MDs, PhDs, lean-certified clinical experts, and marketing professionals Global Senior Product and Marketing Manager - Molecular Division Becton Dickinson Diagnostics Sparks, MD July 2011 – Apr 2013

Managed global product development priority list and G2M strategy, launch plan and market development of partner assays on BD MAX™ molecular testing platform to attain the $150M estimated 5-year growth

Served on the CMS government advisory board for healthcare reform, policy, and payer coverage

Developed HEOR models to demonstrate patient outcomes and economic impact of molecular testing Global Marketing Director - Molecular Testing

Viracor-IBT /EURO-FIN, Laboratories Lee Summit, MO Oct 2010 – July 2011

Implemented molecular/immunology laboratory marketing strategy with a five-year $200M revenue goal, positioning lab for successful EURO-FIN acquisition

Established KOL pipeline and marketing strategy to drive molecular testing adoption among transplant and immunology physicians

Global Marketing Director

Orasure Technologies, Inc., Bethlehem, PA Aug 2007 – Oct 2010

Created business strategies to grow $87M ORAQUICK® portfolio of oral fluid-based substance abuse testing

(SAT), human immunodeficiency virus (HIV), and hepatitis C virus (HCV) point of care (POC) market

Negotiated Roche partner contract for the commercialization of 11 pain management automated oral fluid- based laboratory assays with an annual revenue potential of $35M Marketing Manager and Clinical Affairs Senior Specialist Dade Behring (Siemens Acquisition August 2007) Glasgow, DE Aug 1998 – Aug 2007

Established $150M strategy for the Dimension immunosuppressant drug monitoring portfolio with 11%+ growth to $132M

Executed 40 clinical marketing studies for launch of major diagnostic platforms and 30+ new immunoassays

EDUCATION

Doctor of Philosophy in Public Health

Epidemiology

Epidemiology of Chronic Diseases and

Population Health

Walden University Minneapolis, MN

Master of Public Health

Walden University Minneapolis, MN

Master of Global Business Management &

Marketing

University of Phoenix Tempe, AZ

Bachelor of Science, Medical Laboratory

Technology

Mount Sinai School of Medical Technology

Miami, FL

Bachelor of Science, Clinical Biochemistry (Pre-

Medicine)

Barry University Miami Shores, FL

CERTIFICATIONS

American Society of Clinical Pathology –

Certified Laboratory Medical Technologist

Anna Ricci Coaching - Women’s Leadership &

Mentorship

Mastering Leadership Program /Emotional

Intelligence

Voice of Customer & Analytics Certification

Certified Practitioner Product Launch

Excellence

Licensed Medical Technologist - Florida

LEADERSHIP

Delaware Valley HIMSS Chapter (DVHIMSS)

Board of Directors and Treasurer

2021 – Present

Co-Chair of Programs Committee

2021 – present

Co-Chair of Board Selection

2023 – present

Association for Diagnostics and Laboratory

Medicine (ADLM)

2013 Board - Organizing Committee

Annual Meeting

Associate Resource Group (ARG)

LatinX leader, speaker, and mentor

ASSOCIATIONS

HIMSS, AIMED, ADML (formerly AACC), ASCO,

ASH, CHIEF Women Executive Member,

Clinical Lab 2.0, Executive War College,

HLTH/VIVE

SKILLS AND EXPERTISE

Portfolio Management /Market

Requirements speaker

Global Product Management

Market Research & Competitive Analysis

Global Marketing Launch Plan Execution

Cross-functional Team Leadership

Business Development, Negotiation & Due

Diligence Lead Gen, Account Based &

Channel Marketing

Social Media, Content Development,

Analytics

Sales Enablement Content, Training,

Coaching

Diversity, Equity & Inclusion Leader

Clinical, Regulatory & UX/UI Studies

Sales and Revenue Growth

Go-To-Market Strategy

Native English and Spanish

JOURNAL ARTICLES & WHITE

PAPERS

Romero, L (2021). Contributing author to

Siemens Healthineers response to the

European Commission’s Plan on Lung

Cancer Initiative

Romero, L. (2018). Sustaining the business

of lab testing beyond PAMA

reimbursement cuts. Medical Laboratory

Observer (MLO), 50 (2), 40.

Romero, L. (2017). Navigating the highways

of PAMA, lab test utilization, and fee-for-

value. (Siemens White-Paper)

Romero, L. (2016). Diabetes: The current

state of affairs from a population

management view. Medical Laboratory

Observer (MLO), 48 (8), 12-20.

Romero, L. (2020). Telehealth and clinical

decision support: Ideal synergy for patient-

clinical engagement.

Romero, L. (2016a). Laboratory testing

reimbursement: Rescue me! (Siemens

White-Paper)

Romero, L. (2020). Digital Health: Enabling

the post-COVID-19 transition in cancer

care.

Romero, L. (2020). Digital Health: Enabling

the post-COVID-19 transition in imaging.

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

Survival 101

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