George Goedesky
Summary
Proven track record of developing high performance sales and marketing teams that meet and exceed objectives set. Action oriented leadership in the field of infectious disease diagnostics. Extensive experience in capital equipment, reagent, service and support sales via direct and distribution channels. Extensive relationships with key opinion leaders in microbiology, infectious disease, critical care and pharmacy in the Americas. Extensive experience in accelerating new product adoption via development of data driven, differentiated value propositions resulting in practice changes.
Performance-driven Vice President with 40 years of experience aligning systems with business requirements, policies, and regulatory requirements. Passionate about applying excellent organization and communication skills to manage and lead teams. Results-oriented individual well-versed in interfacing and consulting on business processes to drive results based on sound overall business judgment.
Overview
48
48
years of professional experience
Work History
Vice President, Sales and Marketing
Affinity Biosensors
05.2019 - 08.2024
- Using established relationships in the clinical market to create an early adopter network to generate publications, speakers, word of mouth promotions and orders
- Gathering information to support R&D efforts
- Developed a staffing plan and budget to support commercial objectives as well as recruitment of high impact individuals
Vice President, MALDI Biotyper – America's
Bruker Daltonics
06.2009 - 12.2018
- Company Overview: (Global leader in high technology instrumentation- $1.4B in sales)
- Responsible for launching the Bruker MALDI Biotyper in the USA initially but geographic responsibilities broadened to ultimately assuming responsibility for the Americas
- Created differentiated value proposition versus entrenched dominant competitor and set up key trial sites to validate performance/value analysis hypothesis
- Deployed a beach-head strategy to align and leverage key opinion leaders in different fields of microbiology (clinical, veterinary, and public health) to create positive WOMP and market leadership
- Transformed and leveraged life science sales group for clinical sales activities via a training and certification program
- Motivated, coached and mentored life science reps as well as leveraging alliance partners (BD, Siemens and Charles River) in recent years
- Developed staffing plan for dedicated clinical sales and support team, recruited, motivated and mentored staff to substantially exceed objectives (116%)
- Market awareness and differentiation objectives for the MALDI Biotyper were achieved as was positioning the product as the defacto standard
- The MALDI Biotyper achieved a CAGR of >100% (2009-2014) and as a result, promotion to Vice President and further expansion of clinical sales and support resources approved
- (Global leader in high technology instrumentation- $1.4B in sales)
Executive Director, MALDI Biotyper
Bruker Daltonics
09.2009 - 06.2014
- Company Overview: (Global leader in high technology instrumentation- $1.4B in sales)
- Responsible for launching the Bruker MALDI Biotyper in the USA initially but geographic responsibilities broadened to ultimately assuming responsibility for the Americas
- Created differentiated value proposition versus entrenched dominant competitor and set up key trial sites to validate performance/value analysis hypothesis
- Deployed a beach-head strategy to align and leverage key opinion leaders in different fields of microbiology (clinical, veterinary, and public health) to create positive WOMP and market leadership
- Transformed and leveraged life science sales group for clinical sales activities via a training and certification program
- Motivated, coached and mentored life science reps as well as leveraging alliance partners (BD, Siemens and Charles River) in recent years
- Developed staffing plan for dedicated clinical sales and support team, recruited, motivated and mentored staff to substantially exceed objectives (116%)
- Market awareness and differentiation objectives for the MALDI Biotyper were achieved as was positioning the product as the defacto standard
- The MALDI Biotyper achieved a CAGR of >100% (2009-2014) and as a result, promotion to Vice President and further expansion of clinical sales and support resources approved
- (Global leader in high technology instrumentation- $1.4B in sales)
Executive Director- Infectious Disease Strategy
BIOMERIEUX
12.2007 - 01.2009
- Company Overview: (Global leader in infectious disease automation with $1 B in sales)
- Responsible for development of cross- product global strategies for key disease states (sepsis, healthcare associated infections and tuberculosis) targeting clinical decision makers
- Established and lead external clinical advisory boards in key disease states to establish case for change in product development efforts
- Clinical pathway analysis and product positioning
- Realigned company focus by being process change leader for disease-oriented strategy to key internal stakeholders (Commercial operations, R&D, regulatory and medical affairs)
- Developed and implemented global sepsis strategy which rationalized and optimized R&D and clinical trial investments across platforms resulting in lower overall costs
- Established key program for initiation of coverage, coding and reimbursements for new diagnostics
- Served as company representative for key governmental and NGOs for selected disease states to drive acceptance for new product solutions based on acceptance of key problems in current diagnostic approaches
- Drove key alliance with APUA (Alliance for Prudent Use of Antibiotics) and managed collaborative research project, which will resulted in a publication highlighting economic impact of antibiotic resistance
- (Global leader in infectious disease automation with $1 B in sales)
Senior Director of U.S. Clinical Marketing
BIOMERIEUX
05.2000 - 12.2007
- Company Overview: (Global leader in infectious disease automation with $1 B in sales)
- Acquisition of Organon Teknika resulted in 4 marketing departments headed by 4 directors
- Competing interests and agenda amongst groups prevented optimization of commercial operations efforts to gain market share
- Selected to lead consolidated marketing department after acquisition and drive revenue and share capture via improved marketing programs
- Established quantitative value analysis program resulting in better tools for sales and marketing efforts and provided common platform/language within commercial operations group
- Doubled growth rate in key product line (blood culture)
- Obtained market leadership position in two applications (antibiotic susceptibility and blood culture)
- Created new product categories/applications based on unmet clinical needs resulting in incremental sales growth of >20% for new applications(procalcitonin)
- KOL plan developed targeting critical care physician thought leaders
- Lead development of divisional 5- year strategic plan with aim of achieving double-digit growth in market where historical growth is 5%
- Lead business development activities to achieve strategic partnerships (acquisition or distribution) in support of plan
- Developed and launched new MARCOMM efforts
- Expand education focus at tradeshows
- Nation-wide bus tour (Innovation in Motion) to increase brand and product awareness resulting in increased velocity for new product launches in targeted segments
- Clinical education development in support of new product applications
- Commercial operations board member responsible for collaboration with FDA
- (Global leader in infectious disease automation with $1 B in sales)
Regional Business Manager
BIOMERIEUX
03.1993 - 05.2000
- Company Overview: (Global leader in infectious disease automation with $1 B in sales)
- Lead 3 different regions over time
- Hired and mentored team of sales and technical consultants to consistently high results
- >70% of team promoted to management positions
- Regional programs for cost analysis and targeting adapted to national use
- Collaborated with senior management on new selling approaches for ED focused assay (D-Dimer) and implemented program resulting in changing medical practice for assessing risk of DVT
- (Global leader in infectious disease automation with $1 B in sales)
Regional Manager
ANALYTAB PRODUCTS (API)
05.1988 - 03.1993
National Sales Manager
BOOTS-CELLTECH
01.1987 - 02.1988
- Company Overview: (Clinical Diagnostics Start-up company focused on MAb/ELISA technology)
- (Clinical Diagnostics Start-up company focused on MAb/ELISA technology)
Technical Sales Representative
BOOTS-CELLTECH
03.1985 - 01.1987
- Company Overview: (Clinical Diagnostics Start-up company focused on MAb/ELISA technology)
- (Clinical Diagnostics Start-up company focused on MAb/ELISA technology)
Sales Representative
BECTON DICKINSON
03.1979 - 03.1985
- Company Overview: (Global Healthcare company with revenues >$1B)
- (Global Healthcare company with revenues >$1B)
Technical Director
Mosely Laboratories
01.1977 - 03.1979
- Company Overview: (Independent industrial testing laboratory serving 5 state region in Midwest)
- (Independent industrial testing laboratory serving 5 state region in Midwest)
Education
Leadership Program -
Fuqua Graduate School of Business
Medical Marketing Program -
Kellogg Graduate School of Business
BA - Biology
Indiana University Bloomington
Skills
- Team leadership
- Relationship building
- Decision-making
- Critical thinking
- Coaching and mentoring
- Complex Problem-solving
Timeline
Vice President, Sales and Marketing
Affinity Biosensors
05.2019 - 08.2024
Executive Director, MALDI Biotyper
Bruker Daltonics
09.2009 - 06.2014
Vice President, MALDI Biotyper – America's
Bruker Daltonics
06.2009 - 12.2018
Executive Director- Infectious Disease Strategy
BIOMERIEUX
12.2007 - 01.2009
Senior Director of U.S. Clinical Marketing
BIOMERIEUX
05.2000 - 12.2007
Regional Business Manager
BIOMERIEUX
03.1993 - 05.2000
Regional Manager
ANALYTAB PRODUCTS (API)
05.1988 - 03.1993
National Sales Manager
BOOTS-CELLTECH
01.1987 - 02.1988
Technical Sales Representative
BOOTS-CELLTECH
03.1985 - 01.1987
Sales Representative
BECTON DICKINSON
03.1979 - 03.1985
Technical Director
Mosely Laboratories
01.1977 - 03.1979
Medical Marketing Program -
Kellogg Graduate School of Business
BA - Biology
Indiana University Bloomington
Leadership Program -
Fuqua Graduate School of Business
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