Cynthia Leon
Murrieta,CA
Summary
Dynamic senior healthcare and diagnostics sales leader with over 18 years of experience driving revenue growth, market expansion, and enterprise account development across diverse healthcare sectors, including hospital systems and integrated delivery networks. Proven track record of leading high-performing sales organizations, accelerating the adoption of capital equipment and diagnostic reagents while consistently exceeding quotas in competitive laboratory markets. Expertise in crafting enterprise diagnostics sales strategies, capital equipment commercialization, and reagent portfolio expansion, complemented by extensive engagement with laboratory leadership and C-suite stakeholders. Recognized for building scalable commercial strategies, enhancing manufacturer partnerships, and fostering cross-functional collaboration to deliver sustained revenue and margin growth through data-driven decision-making and value-based solution selling.
Overview
19
19
years of professional experience
Work History
Region Director, West Laboratory Products
Cardinal Health
10.2024 - Current
- Lead a regional organization of 10 sales professionals responsible for driving revenue growth, profitability, and market expansion across laboratory distribution products and diagnostic portfolios in the West.
- Lead regional commercial strategy execution across hospital systems, IDNs, and reference laboratory accounts, ensuring alignment with enterprise growth objectives.
- Build and sustain high-performance sales culture through coaching, accountability frameworks, and structured talent development programs.
- Drive new business acquisition and account expansion strategies across key strategic laboratory customers.
- Partner cross-functionally with supply chain, operations, and manufacturer partners to remove barriers to growth and improve service execution.
- Manage forecasting, pipeline analytics, budgeting, and expense governance to ensure disciplined execution and financial performance.
- Lead executive-level customer engagement to strengthen retention, contract performance, and long-term strategic partnerships.
Diagnostic Instrument Specialist – Rocky Mountain Region
Cardinal Health
07.2020 - 10.2024
- Directed capital equipment and reagent sales strategy across hospital systems, IDNs, and laboratory networks. Led a hybrid team of 7 field sales representatives and 3 inside sales representatives, driving enterprise adoption of diagnostic solutions.
- Delivered sustained capital equipment and reagent revenue growth across multi-state territory.
- Developed and executed strategic account plans targeting high-value IDN and hospital laboratory systems.
- Built and strengthened manufacturer partnerships to deliver integrated diagnostic solutions and expand market penetration.
- Led team performance management, coaching, and pipeline development across field and inside sales teams.
- Drove enterprise-level sales cycles from prospecting through contract execution and implementation.
- Key Achievements:
- FY24: 197% Equipment Quota | $1.43M GP
- FY23: 343% Equipment Quota | $1.81M GP | 112.9% Reagent Quota
- FY22: 296% Equipment Quota | 117.7% Reagent Quota
- FY21: 260% Equipment Quota | 107.7% Reagent Quota
- FY20: 224% Equipment Quota | 119.2% Reagent Quota
Diagnostic Instrument Specialist – Pacific Northwest
Cardinal Health
12.2015 - 06.2020
- Managed capital equipment and diagnostics sales across hospital laboratories, physician office labs, and reference lab environments. Supported regional commercial execution and manufacturer alignment strategies.
- Led indirect team of 6 sales representatives and 2 inside sales professionals.
- Executed regional growth strategy across capital equipment and reagent portfolios.
- Facilitated product training and commercial enablement programs to improve sales effectiveness.
- Developed strategic manufacturer relationships to accelerate market penetration and revenue growth.
- Supported CRM adoption and pipeline visibility improvements across the region.
- Key Achievements:
- FY19: 187.9% Equipment Quota | 124.0% Reagent Quota
- FY17: 198.2% Equipment Quota | 137.0% Reagent Quota
- FY16: 148.9% Equipment Quota | 120.2% Reagent Quota
Regional Sales Manager
Gold Standard Diagnostics
12.2014 - 12.2015
- Drove capital equipment and reagent revenue growth across acute care, physician office laboratories, and research markets.
- Managed inside sales and product management teams supporting commercial execution.
- Developed distribution partnerships and implemented CRM-based pipeline management processes.
- Achievements:
- 128% Instrumentation Goal
- 112% Reagent Goal
Regional Account Manager
Gold Standard Diagnostics
07.2013 - 12.2014
- Managed capital equipment and reagent sales across acute care and laboratory markets.
- Supported enterprise account growth through distributor and direct sales channels.
- Improved CRM utilization and pipeline visibility for forecasting accuracy.
- Achievement:
- 126% Instrumentation Goal | 104% Reagent Goal
Inside Sales Representative
Gold Standard Diagnostics
01.2012 - 12.2013
Product Manager
Gold Standard Diagnostics
01.2009 - 12.2012
Marketing Coordinator
Gold Standard Diagnostics
01.2007 - 12.2009
Education
Bachelor of Science - Psychology
University of California, Davis
Bachelor of Science - Psychology
University of California, Davis
Skills
- Regional Sales Leadership
- Enterprise Diagnostics Sales
- Capital Equipment & Reagent Sales Growth
- IDN & Hospital System Partnerships
- Strategic Account Development
- Executive & C-Suite Engagement
- Complex Contract Negotiations
- GPO Strategy & Contracting
- Market Expansion & Penetration
- Commercial Strategy Execution
- Forecasting & Pipeline Management
- Sales Operations & CRM (Salesforce)
- Team Leadership & Talent Development
- Cross-Functional Leadership
- Laboratory Diagnostics Workflow Optimization
- Manufacturer & Channel Partner Management
- Value-Based Selling
- Revenue & Margin Growth Strategy
- Organizational Development
- Change Management
- Performance Management
Leadership And Recognition
- Diagnostics Specialist of the Year (FY22, FY23)
- President’s Club (FY21, FY22, FY23)
- Champions Club (FY23)
- Sales Excellence Award (FY16–FY24)
- National Sales Meeting Presenter (2022–2026)
- Field Sales Trainer
- Sales Leadership Academy Graduate
- Mentor (FY19–FY26)
- West Zone Rising Star Award Recipient
Timeline
Region Director, West Laboratory Products
Cardinal Health
10.2024 - Current
Diagnostic Instrument Specialist – Rocky Mountain Region
Cardinal Health
07.2020 - 10.2024
Diagnostic Instrument Specialist – Pacific Northwest
Cardinal Health
12.2015 - 06.2020
Regional Sales Manager
Gold Standard Diagnostics
12.2014 - 12.2015
Regional Account Manager
Gold Standard Diagnostics
07.2013 - 12.2014
Inside Sales Representative
Gold Standard Diagnostics
01.2012 - 12.2013
Product Manager
Gold Standard Diagnostics
01.2009 - 12.2012
Marketing Coordinator
Gold Standard Diagnostics
01.2007 - 12.2009
Bachelor of Science - Psychology
University of California, Davis
Bachelor of Science - Psychology
University of California, Davis