GEORGE KOOS
Indian Harbour Beach,FL
Summary
Product and sales executive with over 25 years of experience in transforming and scaling regulated healthcare and medical device businesses. Expertise in revenue ownership, sales leadership, and product portfolio strategy, driving successful go-to-market execution. Proven ability to build and lead high-performing sales teams while aligning product and marketing strategies to achieve sustainable growth. Extensive background in diagnostics, cardiac, sleep, respiratory, infection prevention, sterilization, capital equipment, and home medical devices.
Overview
26
26
years of professional experience
Work History
Vice President, Product, Strategy & Marketing
REACT HEALTH
Melbourne, FL
2024.01 - Current
- Member of the executive sales leadership team, partnering directly with Sales, Operations, and Finance to drive revenue performance and GTM execution
- Own enterprise product, portfolio, and growth strategy across sleep, oxygen, ventilation, diagnostics, and digital platforms
- Lead product and commercial alignment to support new sales motions, account expansion, and margin improvement
- Driving portfolio repositioning following historical quality and perception challenges, with emphasis on sales confidence, clinical credibility, and total cost of ownership
- Shaping next-generation sleep and respiratory roadmaps tied directly to sales enablement and competitive differentiation
- Rebuilt product marketing, claims governance, and launch discipline to enable compliant, effective sales messaging and execution
- Supporting renewed physician, HME, and distributor confidence through clearer value propositions and lifecycle transparency
- Developed and executed strategic plans to support the vision of the organization.
Vice President, Sales & Marketing
REACT DIAGNOSTICS (Formerly Medicomp)
Melbourne, FL
2010.01 - 2024.01
- Owned sales and revenue performance, leading national sales, marketing, and commercial operations teams
- Built and scaled the commercial organization through private equity ownership, growth, and successful divestiture
- Led comprehensive sales transformation (org design, territories, quotas, CRM, compensation, KPIs), delivering 32% YoY growth in first year post-restructure
- Drove sustained double-digit revenue growth over 8+ years through disciplined pipeline management and GTM execution
- Doubled direct sales force while reducing customer acquisition payback to
- Built and led national KOL networks and strategic distribution partnerships to accelerate adoption and expand coverage
- Played a central role in the sale of the Diagnostics business (2023), supporting positioning, diligence, buyer engagement, and transition execution
Executive Director, Medical Products
OLYMPUS CORPORATION OF THE AMERICAS
Center Valley, PA
2008.01 - 2010.01
- Directed marketing and commercial strategy across U.S., Canada, and Latin America for $700M+ portfolio
- Led a 27-person organization supporting marketing, product management, and strategy
- Stabilized revenue in disrupted markets, achieving 98% of budget despite 10–15% market contraction
Director, Strategic Marketing
OLYMPUS CORPORATION OF THE AMERICAS
Center Valley, PA
2006.01 - 2008.01
- Founded enterprise strategic marketing function aligning global businesses under 'One Olympus'
- Built GTM, brand, and market intelligence frameworks adopted across commercial teams
Director, Sales, Marketing & Market Development
STERIS CORPORATION
Mentor, OH
2002.11 - 2004.01
- Directed market analysis to identify emerging trends and opportunities in the industry.
- Secured patents supporting government, military, and healthcare contracts.
Senior Product & Product Development Manager
STERIS CORPORATION
Mentor, OH
2001.12 - 2002.11
- Delivered multiple high-impact product launches with $85M–$250M revenue projections
- Collaborated with cross-functional teams to define product specifications and requirements.
Product Manager
STERIS CORPORATION
Mentor, OH
2000.01 - 2001.01
- Led commercialization and sales enablement for sterilization and infection-prevention technologies
- Managed $100M+ global product portfolios with consistent over-plan performance
Education
Bachelor of Journalism - Advertising & Marketing
University of Nebraska
LincolnSkills
- Sales Leadership
- Revenue Ownership
- Product & Portfolio Strategy
- Strategic Planning
- Brand Development
- Growth Acceleration
- M&A
- Divestiture
- Pricing Strategy
- Channel Strategy
- Team Scaling
- Lifecycle Management
- Go-to-market execution
Timeline
Vice President, Product, Strategy & Marketing
REACT HEALTH
2024.01 - Current
Vice President, Sales & Marketing
REACT DIAGNOSTICS (Formerly Medicomp)
2010.01 - 2024.01
Executive Director, Medical Products
OLYMPUS CORPORATION OF THE AMERICAS
2008.01 - 2010.01
Director, Strategic Marketing
OLYMPUS CORPORATION OF THE AMERICAS
2006.01 - 2008.01
Director, Sales, Marketing & Market Development
STERIS CORPORATION
2002.11 - 2004.01
Senior Product & Product Development Manager
STERIS CORPORATION
2001.12 - 2002.11
Product Manager
STERIS CORPORATION
2000.01 - 2001.01
Bachelor of Journalism - Advertising & Marketing
University of Nebraska