Marketing Management, Product Management, Marketing Communications

DAVID BETZ

***** *********** ******, **** *****, WA 98012

SENIOR MARKETING EXECUTIVE

Campaign/Program Management / Marketing Communications / Brand Positioning

Senior executive experienced in branding, product marketing, market expansion, and business development. Demonstrated talent for quickly increasing revenues and market share; building brand awareness; and promoting a company’s image. Known for innovative state-of-the-art marketing campaigns. Diversified experience in technology, healthcare, and consumer markets. Innovative communicator and project/program manager, with a record of results.

* Product & Brand Strategy

* Direct-to-Patient Marketing

* Brand Launch

* Lead Generation

* B2B & B2C Marketing

* e-Marketing / SEO

* Advertising / Promotions

* Public Relations

* Social Media/PPC

Delivered the strategies and tactical development plans that drove millions of dollars in revenue and profit growth.

CAREER PROGRESSION

CALYPSO MEDICAL TECHNOLOGIES INC., Seattle, WA 2008 - December 2011

Manufacturer of Calypso System for real-time tumor tracking in radiation oncology.

Marketing Communications and PR Manager

Managed branding, messaging, collateral, advertising, website/online marketing, PR, patient marketing. Staff of two.

* Led company rebranding initiative including: agency selection, research, messaging platform and brand identity system, which resulted in stronger positioning among key target audiences.

* Spearheaded improvements to company website including new content management system and SEO resulting in increased functionality and improved organic search rankings.

* Managed direct-to -patient marketing campaign, including, print and radio advertising, pay-per-click, public relations and social media in selected markets which resulted in over $2 million of Calypso System sales.

FLUKE INC., Everett, WA 2006 - 2008

Testing equipment manufacturer for biomedical, industrial, and network applications.

Marketing Communications Manager

Led two-member team in strategic use of branding and marketing strategies to ensure consistent message delivery.

* Contributed to worldwide sale of 15,000+ testing devices by developing marketing campaign to tap into 10 Gig data center market.

* Doubled sales leads within four weeks by introducing new software feature through online campaign.

PHONAK LLC, Naperville, IL 2005

The Phonak Group, a $600 million niche manufacturer, specializes in the design, development, production, and worldwide distribution of technologically advanced wireless and hearing systems under multiple brands.

Product Manager

Expanded market share into economy-class market for high-end hearing aid manufacturer.

* Developed launch program consisting of direct-mail marketing and introductory offers for economy-priced hearing aid with business class features. Sold 2,000 units to 100 accounts during three-month pre-launch, generating $726,000 in revenue and ensuring fast start to attainment of $8 million annual revenue goal.

CYBERONICS, Houston, TX 2003 – 2004

$100 million medical device manufacturer (neurostimulator for epilepsy).

Senior Product Manager

Managed lifecycle, physician, and direct-to-patient marketing programs.

* Authored integrated direct-to-patient marketing campaign that generated more than 470 implants and $8 million in incremental revenue annually. Promoted Vagus Nerve Stimulator (VNS) Therapy device with direct mail, viral marketing, VNS Therapy branded website, patient events, and grass roots public relations.

DAVID BETZ Page 2

CAREER PROGRESSION (Continued)

* Increased annual revenues $900,000 by enhancing overall usability of company’s difficult-to-navigate website by leading a cross-functional team and outside vendor in redesign and new branding initiative including a new patient education area and lead generation program.

* Created new cost-effective lead generating program to reach small target audience using WebMD.com. Developed VNS Therapy Resource Center to reach 900,000 drug-resistant patients with VNS Therapy message. Generated $450,000 from 2,600+ leads and 30 implants in first 2.5 quarters of operation.

* Executed a pharmacy direct-response ad program to precisely target a difficult-to-reach market. Attached the VNS Therapy message to prescription refills of epilepsy patients. Program averaged $960,000 from 64 implants annually.

COMPAQ COMPUTER/HEWLETT PACKARD, Houston, TX 1997 – 2002

$80 billion worldwide manufacturer and distributor of computer hardware, printers, peripherals, software, and business enterprise solutions.

Marketing Program Manager, 1997 – 2002

Network Storage Solutions Division and North America Enterprise Solutions and Services Group

Promoted from NA Geo to create and manage global marketing programs for $9 billion worldwide network storage solutions division.

* Improved worldwide incremental revenues $120 million by leading cross-functional team in development of “keep it simple” marketing campaign to de-mystify storage area networks. Incorporated e-Marketing tools, direct mail, success stories, and white papers with reseller kits. Achieved three-point market share increase and 88% unaided brand awareness rating from InfoWorld magazine.

* Directed campaign that catapulted $9 billion division from 8th to 5th in storage software sales by increasing revenues $100 million. Led development of customer education program focused on e-Marketing tools and innovative interactive video CD-ROM targeted to both technical and business audiences. Recognized as one of the most successful selling tools; CD became integral part of sales training program.

* Achieved $25 million in sales in first six months of program by identifying new and untapped e-Commerce market for web servers and services for small businesses wanting an e-Commerce storefront. Launched web-based “Club Web” to link prospects to resellers, software partners, and ISPs. Created new revenue stream by capitalizing on new exploding business segment.

CLINTEC, Deerfield, IL 1989 – 1996

Manufacturer of I.V. solutions, automated compounding equipment and supplements sold to hospitals, homecare, and consumers.

Baxter Healthcare/Nestle S.A. Joint Venture in Clinical Nutrition

Marketing Services Manager, 1989 – 1996

Reported directly to VP Marketing with overall accountability for marketing services. Designed all advertising, sales promotions, market research, events, public relations, and specialty market programs for $400 million international joint venture. Managed $3.8 million budget and staff of three.

* Innovated corporate identity and branding campaign that contributed significantly to achieving #2 industry position while increasing sales more than $300 million. Produced international market campaign encompassing advertising, public relations, packaging, and all collateral materials to promote joint venture.

EDUCATION

MASTER OF SCIENCE, Advertising

Northwestern University, Medill School of Journalism, Evanston, IL

BACHELOR OF ARTS, Liberal Arts, High Honors, Phi Beta Kappa

Denison University, Granville, OH

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