Nathan Minnich
Summary
Accomplished senior executive with a proven track record of increasing shareholder value through the development and execution of data driven global consumer and professional marketing & sales strategies, product innovation & commercialization excellence, business development, and targeted B2B, B2C and B2B2C programs and initiatives. Respected leader who builds high performing teams and achieves results through a relentless focus on continuous improvement, talent development, professional accountability, and by maintaining high standards of ethics and integrity.
Overview
22
22
years of professional experience
Work History
Senior Vice President
Treace Medical Concepts Inc.
08.2013 - Current
- Executive team member reporting to CEO and leader of a multidisciplinary team responsible for strategic planning, commercial strategy, product development, product commercialization, business development, DTC & professional marketing, communications, public relations, brand development, field clinical operations, medical affairs & education
- Developed the first ever 3-Year strategic plan for the organization driven by a strong product innovation and commercialization strategy designed to rapidly expand our product offerings into direct and adjacent procedures
- Implemented a product commercialization model that allowed us to commercialize 6 new product innovations in a span of 3 months, a first for the organization, yielding >$1.5M in incremental revenue in the quarter
- Created a customer segmentation framework that identified regressing and lost customers leading to business intelligence automation and predictive modeling that enabled greater sales force effectiveness and counter measure programs resulting in customer re-engagement and the training and education of nearly 300 lapsed customers
- Launched new creative campaign designed to capture more prospective patients that resulted in immediate and lasting impact by generating tens of thousands of incremental leads into the funnel
- Overhauled the funnel management process and digitized the consumer journey to bring effectiveness and efficiency to our consumer programs resulting in a 51% appointment conversion rate up from 17% PY
- Established first ever sports partnership with the Professional Pickleball Association and affiliated entities and launched the Lapiplasty World Pickleball Championships that drove surgeon activation and significant brand awareness leading to robust lead generation and higher than average conversion to appointments
- Created and launched National Bunion Day, a nationally and state recognized national holiday, that delivered over $1.2M in media value in the first year with over 100 surgeon practices participating in the program
- Launched first ever influencer program in collaboration with known foot and ankle surgeon influencers that drove brand credibility and connected with an audience of over 7M consumers that generated positive ROI & reduced costs
- Developed and launched a new surgeon journey program that drove surgeon education effectiveness up from 7% to 18% in the first six months and led to rapid product adoption and durability over time
- Launched first ever MIS (Minimally Invasive Surgery) education program that resulted in training over 250 surgeons on the latest advancements in MIS technologies
- Transformed medical education and integrated field clinical operations resulting in over 2,500 surgeons trained across our portfolio of products with an NPS score moving from 60 in 2023 to over 90 in January 2025
Vice President, Neuromodulation
LIVANOVA PLC (formerly Cyberonics Inc.)
01.2014 - 01.2019
- Leader of a multidisciplinary global neuromodulation marketing and commercial organization that drove over $425M in revenue annually with over 90% gross margins
- Led global marketing and brand strategy, global product marketing, regional product commercialization, strategic planning, franchise M&A activities and OPEX management
- Grew revenue from $245M to over $425M while delivering ASP and GM improvements through optimal pricing strategies, product mix management, development cost rationalization, and opex improvements
- Defined and launched pediatric and MRI label expansions that resulted in a 22% reduction in the median patient age at implant and generated over $25M in incremental revenue in the first-year post approval
- Spearheaded the global launch strategy, planning, and commercialization of SenTiva, that brought an innovative detection and response algorithm to market that drove 300 new customers to the brand and generated over $45M in incremental revenue and a 65% core product mix within the first year
- Served as the global marketing sponsor for our digital innovation collaboration with BCG UK that was designed to move to an agile development process allowing for digital first product proofs of concepts to be rapidly developed and tested yielding a better more connected brand experience
- Led the commercial diligence for new business development resulting in successful acquisitions including an innovative implantable product for sleep apnea
- Led the strategy, campaign development, and consumer media and marketing initiatives for the companies first ever investment in consumer awareness and demand generation campaign
- Transformed the global branding for our neuromodulation business unit and core brands through a complete end-to-end deployment of updated visual identity, logos, positioning and messaging architecture that improved awareness, and deepened the connection with the overall brand across patients and HCP’s
CNS Specialist, Sales Leader, Training Manager, Global Marketing Manager
UCB INC.
01.2008 - 01.2014
- Repeatedly promoted to roles of increasing responsibility and span of control
- Developed and grew capabilities and skill sets across responsibilities core to driving critical business and commercial impact
- Developed comprehensive marketing and product launch strategies and led new indication launches
- Designed and deployed a digital iPad CRM system that integrated customized segmented messages and product features that were deployed via a closed loop relationship management platform
- Led training team that successfully trained the commercial teams on two blockbuster product launches
- Received best in class instructional design ratings from an independent benchmarking agency
- Built a best-in-class sales team in the northeast that grew from 9 out of 10 to top 3 in rankings in 6 months
- Cultivated strong, long-lasting business relationships with healthcare professionals in the retail, long term care, and hospital segments that resulted in consistent top rankings and multiple award trips
- Recipient of numerous awards and accolades during tenure, including the 2013 CNS Marketing Leadership Totem Award, multiple spot awards, and 15 'Above & Beyond' awards
Vice President, Americas
ALIGN TECHNOLOGIES INC.
01.2020 - 05.2013
- Leader of a 250+ person consumer and professional marketing, product, clinical, e-commerce, and business innovation team that managed a powerhouse brand and adjacencies across core operating locations in Canada, US, and LatAm with nearly $2BN in annual revenue and over $250M in opex under direct management
- Grew overall revenue from less than $1BN to nearly $2BN across all lines of business through the development and implementation of a strategic planning process, segmentation-based innovation adoption, business model transformation, increased consumer awareness, and improved conversion
- Increased overall brand value of Invisalign through segmented media campaigns and direct to consumer tactics that grew unaided awareness in the adult segment by 64%, and in the non-adult segment by 171%
- Increased consumers request for treatment across all segments, with adults requesting 55% more often and non-adults requesting 266% more often driven by expansion in new media channels, sub segmented campaigns, new influencer partnerships, and product innovation
- Developed a performance marketing function that delivered efficiencies and drove down CPM, CPUV, CPC, CPL, and Bounce Rates by double digit %’s through dynamic creative optimization, rapid creative and message development, and active bidding strategies
- Led the development of a digitized consumer funnel management system by standing up an end-to-end marketing tech stack, launching live chat and chat bot technologies, and retargeting communication campaigns that brough headcount efficiencies, improved consumer NPS, and increased conversion
- Created a new customer onboarding journey that increased the number of new customers by 30% and grew activation from 8% to >40% in NA and >70% in Brazil resulting in over $28M in incremental revenue
- Developed qualitative and quantitative customer segmentation methodology that drove a new approach to program targeting resulting in higher growth program performance and greater customer retention
- Created field practice marketing team and led an innovative approach to driving localized consumer demand and improved conversion through in practice branding, communication, and conversion tools
- Developed and launched university and early career programs that enfranchise doctors to engage with our products and services during their early training thus driving incremental utilization and lifetime value
- Transformed continuing education programs through the evolution of existing initiatives and development of over 12 new programs designed to meet unmet needs that drove over $30M in incremental revenue
- Created a pediatric strategy and developed a customized pediatric specialty onboarding program that resulted in over 300 new specialists being trained in under 6 months and yielded >80 NPS scores
- Developed a robust product portfolio commercialization strategy that delivered over 100 products to the market and increased overall adoption through newly defined customer segmentation modelling, focused omni-channel communication and elevated innovation experiences
- Developed and launched new business models designed to remove barriers to adoption and improve overall lifetime value across consumer and professional segments that included subscription models, SaaS models, customer loyalty programs, rental models, in house financing models
- Created non-treatment revenue lines of business including consumer and professional accessories, brick and mortar and e-commerce portfolio products, treatment planning services, and direct to consumer product offerings that grew from $0 to over $23M in incremental revenue annually
Long-Term Care Institutional Account Executive
ASTRAZENECA LP
01.2007 - 01.2008
- Led the long-term care institutional team, including contracting and management, for a portfolio of neurological and gastrointestinal products targeting specialty pharmacy and pharmacy care providers
- Developed strategic account plans to unlock potential and drive market access resulting in new account contracting, broader market access and significant growth across all marketed brands
- Averaged more than 20% market share growth over a period of six consecutive quartiles
- Granted the Leader Among Peers Award and the Shining Star Award (voted on by over 300 peers)
Sales Specialist, Professional Hospital Account Representative, & Field Trainer
JOHNSON & JOHNSON - ORTHO-MCNEIL PHARMACEUTICALS
01.2003 - 01.2007
- Led the sales results and successful product adoption within key metropolitan hospital accounts across injectable antibiotics, pain medications, and medical devices for urgent wound care segments
- Recipient of back-to-back region business director award trips for top sales performance
- Ranked in the top 10 of over 300 sales professionals resulting in rapid professional development
- Won rookie of the year for sales performance and organizational excellence
- Led field training initiatives, new hire on boarding, and talent development initiatives
- Completed management development program resulting in professional development opportunities
Education
Executive Leadership & Organizational Leadership -
London Business School
01.2018
Master of Business Administration (MBA) - Marketing
Centenary University
01.2008
Bachelor of Science (BS) - Health Policy & Administration
The Pennsylvania State University
01.2002
Skills
- Global Marketing Strategy
- Long Range Strategic Planning
- Consumer Creative & Campaign Development
- Media Strategy & Performance Marketing
- Healthcare Professional Advertising
- Brand Development
- Product Innovation & Commercialization
- Marketing Innovation
- Business Model Transformation
- Business Development & Sales Force Effectiveness Optimization
- P&L Ownership & Management
- Team Leadership & Talent Development
- Communication
- Cross Functional Collaboration
Timeline
Vice President, Americas
ALIGN TECHNOLOGIES INC.
01.2020 - 05.2013
Vice President, Neuromodulation
LIVANOVA PLC (formerly Cyberonics Inc.)
01.2014 - 01.2019
Senior Vice President
Treace Medical Concepts Inc.
08.2013 - Current
CNS Specialist, Sales Leader, Training Manager, Global Marketing Manager
UCB INC.
01.2008 - 01.2014
Long-Term Care Institutional Account Executive
ASTRAZENECA LP
01.2007 - 01.2008
Sales Specialist, Professional Hospital Account Representative, & Field Trainer
JOHNSON & JOHNSON - ORTHO-MCNEIL PHARMACEUTICALS
01.2003 - 01.2007
Executive Leadership & Organizational Leadership -
London Business School
Master of Business Administration (MBA) - Marketing
Centenary University
Bachelor of Science (BS) - Health Policy & Administration
The Pennsylvania State University
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