Product Management Global Marketing

LIANA F. ROMERO, PHD

Newark, DE ***** *****.*.******@*****.***

302-***-**** linkedin.com/in/drlianaromero

Product Management Global Healthcare Diagnostics Enterprise Digital Informatics & AI Global & Regional Marketing Clinical & Sales Enablement Strategic Business Development EXECUTIVE PROFILE

Sr. Level Product Management and Global Marketing Executive and Healthcare Industry Trailblazer with 24+ years of experience identifying the product pipeline, driving product development execution and establishing partnerships to grow the diagnostics and digital portfolio. Experienced with oncology, cardiology, infectious disease and neurodegenerative disease care pathways inclusive of laboratory diagnostics, imaging modalities pharmaceutical partnerships, digital health enterprise, and AI informatics solutions. Championed multiple innovative commercial launches across diverse international markets. Other strengths encompass:

Global Portfolio Management/Market Requirements

Market Research /Data & Competitive Analysis

Medical Affairs/Physician Engagement

Account Based & Omni-Channel Marketing

Product Lifecycle Management

Scientific Author & KOL Speaker

HEOR, Real World Data & Epidemiology

Global Marketing Launch Plan Execution

Due Diligence, Negotiation and M&A

B2B SaaS, MDaaS & Enterprise Solutions

Customer, Sales & Service Enablement

Software Development Life Cycle

Go-to-Market Strategy

Cross-Functional Leadership

Brand Management

Market Intelligence

Clinical Care Pathways

Sales & Revenue Growth

Skilled in leading cross-cultural/functional teams and navigating complex market dynamics to deliver products on time with impactful campaigns that drive revenue growth and enhance brand presence globally. Resilient and adaptable in delivering high-value solutions that drive the attainment of enterprise goals. Effectively create initiatives that drive innovation, produce exceptional results and allow companies to achieve their vision. Fully bilingual: Fluent in English and Spanish. PROFESSIONAL EXPERIENCE

DANAHER BECKMAN COULTER 01/2022 - PRESENT

Head, Global Product Management, Marketing & Commercial Strategy Proactively recruited as a key member of the senior leadership team to direct all aspects of product management, marketing and commercial strategy for the Healthcare Enterprise Informatics & Diagnostic Solutions division. Provide leadership for a team of 7 direct reports, as well as 5 indirect reports from clinical affairs and medical affairs. Administer a budget of $257MM with P&L accountability. Report to the Vice President of Digital Solutions and Vice President of Global Marketing. Product Management

Established and maintain the 10-year Master Priority List for digital enterprise product pipeline, driving strategic portfolio alignment, updating product status, timeline, go-to-market plans, clinical evidence needs, cost, resources, ROI, and global revenue generation projections.

Deliver training courses for new and existing products to clinical, C-suite, and sales personnel to drive rapid product adoption.

Developed the clinical strategy and global product roadmap for over 17 AI/ML digital healthcare enterprise solutions with companion biomarkers and/or pharmaceuticals focusing on oncology (lung, prostate, breast, brain, etc.), cardiology, infectious disease, and neurodegenerative diseases with a 10-year expected revenue of over $665MM. Pharmaceutical and Industry Collaboration

Identify and conduct inorganic growth opportunities by performing due diligence on potential business partnerships/M&A with healthcare providers, pharma, biotech, and other diagnostic companies. Expand the portfolio of biomarkers and AI/SaaS/MDaaS solutions for rapid and accurate clinical decision-making across disease states, including oncology, cardiology, immunology, and Alzheimer’s/dementia. Leveraged strategy and delivered against Danaher’s $23.9B cross-operating company goal.

Identify the 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.

Conduct studies with elite agencies, KOLs, 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 portfolio optimization and seamless customer adoption. AI Technology

Developed scalable data solutions and omnichannel marketing campaigns combining lab biomarkers with AI/ML digital healthcare solutions, resulting in a 21% increase in customers and a 22% rise in sales leads within the first year.

Developed data-driven product input requirements for collaborative AI-powered algorithms designed to identify early disease risk, disease progression, course of treatment, and/or patient preferences across care pathways. Liana F. Romero, PhD Page Two

PROFESSIONAL EXPERIENCE

DANAHER BECKMAN COULTER - (CONTINUED)

AI Technology

Facilitate machine learning of AI algorithms through acquisition and sharing of data lakes to minimize bias and improve healthcare equity.

Global Marketing

Established a marketing team and budget for sales enablement inclusive of CRM tools, training programs, and competitive analysis to execute the G2M strategy, continuous lead generation, and funnel management.

Lead cross-functional teams comprised of Global Commercial teams, Market Access, and other cross-functional stakeholders to bring new products to market via Danaher’s Launch Excellence process while providing customer-centric solutions. SIEMENS HEALTHINEERS 10/2018 - 12/2021

Head Global Digital Health AI Solutions, Imaging Marketing Strategy & Product Management Accountable for directing all aspects of digital marketing, imaging marketing, and product management. Responsibilities encompassed integrated marketing plans, brand management, marketing communications, business development, product management, G2M strategy, and digital marketing initiatives. Provided leadership for a team of 12 direct reports, as well as 7 indirect reports. Administered a budget of $120MM with P&L accountability. Product Management

Established, maintained, and prioritized the digital health solution product roadmap in alignment with diagnostic product launches and leadership product launch goals.

Successfully launched enterprise digital solutions, including teamplay and teamplay applications, AI-Rad Companion suite of radiology IT software for clinical decision support of chest CT (including lung, heart calcification, cardiovascular), prostate, organs radiation therapy (Organs RT), and B2B partnership for launch of mammography AI solution globally.

Established a course of action for revisions to existing enterprise imaging solutions including ideation for Syngo Carbon interface. Global Marketing and Digital Initiatives

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, infectious diseases and neurology) with global revenue of $254MM.

Led global oncology commercial 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.

Developed and implemented multi-product marketing plans to address customer digital health needs for clinical decision support, patient engagement, workflow optimization across imaging, including digital pathology, and viewing applications. Pharmaceutical and Industry Collaboration

Clinical marketing and product management lead aligning Siemens new Photon CT to Merck’s KEYTRUDA to utilize photon low- dose CT for clinical trials and monitoring of drug efficacy and as companion diagnostics during and post-treatment of NSCLC.

Key clinical and technical lead in business development partnership with Novartis for PLUVICTO using Siemens MRI AI-RAD Companion Prostate and Organs RT AI algorithms for clinical trials and drug efficacy monitoring during and post-treatment. Business Development

Lead for team driving identification, due diligence, negotiation, and launch strategy for partnership with Proscia for Siemens Healthineers entry into the digital pathology space.

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

Engaging Payors and Associations

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

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.

Key core team member for developing AI-Pathway Companion oncology clinical decision support software solution incorporating NCCN and ESMO guidelines for prostate and lung cancer and preparations for EHR integration with Epic and Cerner.

Authored chapter on the contribution of AI in lung cancer screening for European Commission’s Plan on Lung Cancer Initiative and other oncological diseases of public health interest for the European Union Beating Cancer Plan. Liana F. Romero, PhD Page Three

PROFESSIONAL EXPERIENCE

SIEMENS HEALTHINEERS 04/2013 - 10/2018

Sr. Director, Strategic Marketing & Clinical Affairs Responsible for overseeing Strategic Marketing and Clinical Affairs for the Enterprise Digital Health, Laboratory and Imaging division of the company. Managed a staff of 14 and administered a budget of $4.7MM.

Executed over 70 clinical studies for the launch of major diagnostic platforms and new diagnostic assays.

Identified cardiology and oncology cross-portfolio care pathways for global marketing initiatives contributing toward a $16B revenue goal, including biomarkers, imaging, digital solutions, and companion diagnostics for pharma: J&J, Gilead, and GSK.

Key clinical / technical lead in business development partnership with Novartis for Entresto using Siemens cardiology biomarkers

(NT-proBNP), cardiology imaging, and interventional solutions to offer comprehensive solution for drug monitoring and efficacy.

Analyzed the impact of reimbursement reduction (e.g., PAMA), policy, and regulatory trends on customer base across business lines (Lab, POC, Imaging, IT) and created customer-specific cost savings countermeasures.

Established diagnostic consulting business line based on diagnostic laboratory performance. Program concept adopted by Enterprise Services, including processes implemented in operational cost reduction measures (internal and customer-focused).

KOL, author, speaker, and trainer on scientific content, payer models, reimbursement, value-based healthcare, population health, and public health initiatives for chronic disease progression.

Identified cardiology cross-portfolio care pathway global and regional marketing initiatives contributing toward the achievement of a $16B revenue goal.

BECTON DICKINSON DIAGNOSTICS 08/2011 - 04/2013

Global Senior Product & Marketing Manager

Proactively recruited to direct product and marketing initiatives for the Molecular Testing Oncology, Infectious Diseases and Immunology division of the company. Managed a staff of three and budget of $70MM.

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

Served on the Center for Medicare and Medicaid Services (CMS) government advisory board for healthcare reform, policy, and payer coverage.

Served on CDC council to expand on-site molecular testing detection of tuberculosis in Africa, India and Latin America.

Generated clinical, operational, and financial impact training content for new and existing products. Delivered training courses to clinical, C-suite, and sales personnel to drive change management and product adoption.

Developed HEOR models to demonstrate patient outcomes and economic impact of molecular testing for infectious diseases, oncology, cardiology, and immunology.

VIRACOR-IBT/EUROFINS SCIENTIFIC 10/2010 - 07/2011

Global Product & Marketing Director

Spearheaded all aspects of product and global marketing for the Transplant Molecular Testing and Immunology division. Managed a shared staff of 10 and administered a budget of $3.2MM.

Implemented a molecular/immunology laboratory marketing strategy with a five-year $200MM revenue goal, positioning the lab for the successful acquisition by Eurofins Scientific.

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

Generated clinical, operational, and financial impact training content for new and existing products. Delivered training courses to clinical, C-suite, and sales personnel to drive seamless product adoption.

Developed immunological mapping of biomarkers indicative of early detection of transplant rejection along the care pathway of transplant medicine.

ORASURE TECHNOLOGIES, INC. 08/2007 - 10/2010

Global Product & Marketing Director

Proactively recruited to oversee product and global marketing initiatives for Infectious Diseases & Drugs of Abuse products. Managed a shared team of four and a PEPFAR budget in excess of $47MM.

Created business strategies to grow $87MM ORAQUICK® portfolio of oral fluid-based substance abuse testing, human immunodeficiency virus (HIV), and hepatitis C virus point-of-care market.

Generated clinical, operational, and financial impact training content for new and existing products. Delivered training courses to clinical, C-suite, and sales personnel to drive change management and product adoption.

Negotiated Roche partner contract for the commercialization of 11 pain management automated oral fluid-based laboratory assays with an annual revenue potential of $35MM.

Liana F. Romero, PhD Page Four

LICENSURE, CERTIFICATIONS AND SPECIALIZED TRAINING Certified Laboratory Medical Technologist, American Society of Clinical Pathology Women’s Leadership & Mentorship, Anna Ricci Coaching Mastering Leadership Program, Danaher Beckman Coulter Emotional Intelligence, Siemens Healthineers

Voice of Customer & Analytics Certification, Danaher Beckman Coulter Certified Practitioner Product Launch Excellence, Danaher Beckman Coulter Licensed Medical Technologist, State of Florida

EDUCATION

Doctor of Philosophy in Public Health Epidemiology Specialization in 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, Pre-Medicine

Barry University Miami Shores, FL

PROFESSIONAL AFFILIATIONS

Healthcare Information and Management Systems Society (HIMSS) Artificial Intelligence in Medicine (AIMED)

Delaware Valley HIMSS Chapter (DVHIMSS): Board of Directors and Treasurer 2021-present Health/ViVE Event (HLTH/VIVE)

American Public Health Association (APHA)

US Public Health Service (USPHS)

International Association for the Study of Lung Cancer (IASLC) American Lung Association

AdMeTech Foundation: The Manogram® Project for Prostate Cancer American Society of Clinical Oncology (ASCO)

European Society of Medical Oncology (ESMO)

National Comprehensive Cancer Network (NCCN)

American Heart Association

Association for Diagnostics and Laboratory Medicine (ADLM/formerly AACC), 2013 Board Member Clinical Lab 2.0

Executive War College

Associate Resource Group (ARG): LatinX Leader, Speaker, and Mentor CHIEF Women Executive Member

JOURNAL ARTICLES AND WHITE PAPERS

Romero, L (2021). Contributing author to Siemens Healthineers response to the European Commission’s Plan on Lung Cancer Initiative. Romero, L (2021). Contributing author to the European Union Beating Cancer Plan. 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. HIMSS Healthcare. Romero, L. (2020). Digital Health: Enabling the post-COVID-19 transition in imaging. HIMSS Healthcare. Romero, L. Siemens. (2016b). PAMA Survival 101.

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