Joseph A. Steele
Bedminster,NJ
Summary
Senior Commercial Executive with a proven record of driving revenue growth, market expansion, and customer value across the medical device and diagnostics industry. Extensive experience leading U.S. sales and marketing organizations, developing high-performing teams, and executing strategic go-to-market initiatives within complex healthcare ecosystems.
Demonstrated success partnering with health systems, integrated delivery networks, and channel partners to deliver clinically and economically compelling solutions that improve patient outcomes and operational performance. Adept at navigating long, multi-stakeholder sales cycles and aligning value propositions with clinical, financial, and operational priorities.
Strategic and data-driven leader skilled in commercial transformation, product launches, and lifecycle management across capital equipment, diagnostics, and consumables. Known for building executive relationships, strengthening brand positioning, and accelerating adoption of innovative technologies in competitive, regulated markets.
Collaborative, customer-centric executive who aligns sales, marketing, clinical, and service teams to deliver a seamless customer experience while strengthening pipeline performance, forecasting accuracy, and sustainable growth. Experienced in scaling commercial organizations, mentoring leaders, and fostering cultures of accountability, continuous improvement, and commercial excellence.
Overview
28
28
years of professional experience
Work History
Head of Commercial - US
HemoSonics
Durham, NC
11.2020 - Current
- Recruited by CEO to serve as a member of the Executive Leadership Team, with functional head and P&L responsibility for the US commercial organization.
- Collaborated with the CEO and CFO to refine and update the five-year strategic plan; directly contributing to assumptions on: US TAM, capital & consumable unit & revenue forecast, FTE build-out & productivity, product mix and pricing corridors.
- Led the re-design and execution of the US commercial strategy, defining and aligning to core competence, competitive advantages and key stakeholders & decision makers; resulting in the organizations first, market-defining new account acquisitions, competitive conversions and large annuity revenue streams.
- Led the US and Global Marketing team in the launch of new branding, positioning and messaging, following new FDA clearances; resulting in a transformative increase in market awareness, demand generation and funnel velocity.
- Implemented new capital & solution sales model and accompanying governance and KPIs to drive increased transparency and accountability to results; delivering increased forecast accuracy, marked increase in breadth and depth of capital / new account opportunity pipeline and delivering a 5-year CAGR of 113% in revenue growth. (approx. 9x market)
- Led cross functional teams in performance development and review process; outlining and supporting a culture of accountability, iterative growth, urgency and executional excellence.
- Delivered monthly progress reviews to Board of Directors; establishing organizational credibility, gaining alignment to new strategy and securing increased funding to expand headcount and accelerate growth.
Senior National Sales Director
Medtronic
New Haven, CT
05.2018 - 05.2020
- Provided leadership, management and strategic vision to commercial sales organization; driving a complex and disruptive solution sales process with multiple, clinical and administrative, call points up to and including C-Suite and enterprise-level executives.
- Created exceptional, year over year, new account acquisition growth in greenfield markets; resulting in $65MM of annuity revenue, $10MM in capital sales and recognition as the fastest growing organization in the business unit FY19 and FY20.
- Recruited, developed and retained high-potential talent; creating the most prolific and efficient sales organization within the business unit by delivering over $600k per territory in annual revenue growth.
- Successfully partnered with cross-functional teams to create and implement innovative, strategic initiatives and tactical plans; yielding increased market penetration, competitive share wins and sizable organic revenue growth.
- Accurately forecasted and consistently achieved quarterly and annual sales goals; achieving "best in class" designation from executive leadership and numerous sales performance awards including: Director of the year 2014-2018 and Presidents Club 2014/17/19
Director of Sales, Eastern Region
RF Surgical Systems (MDT Acquisition 8/2015 $235M)
Princeton, NJ
10.2013 - 05.2018
- Recruited, developed and retained high-caliber talent to implement and execute challenger sales model within a solution selling environment; securing agreements with nationally recognized healthcare institutions and growing annuity revenue from $7MM to $30MM over a four-year period.
- Established centers of excellence in East Coast metro markets (Boston, New Haven, NYC, Philadelphia, D.C. & Charlotte); creating a "de-facto" standard of care to drive new account acquisition in greenfield markets, while driving regional revenue growth and market penetration 3x over national average.
- Led team through the transition to Medtronic, with zero regrettable turnover or disruption in performance, demonstrating inspirational and managerial leadership; recognized for these results as #1 ranked Director of Sales FY15-FY18, Presidents Club and promotion to Senior National Sales Director FY19.
US Product Director, Uterine Surgery
Johnson & Johnson, Ethicon Gynecare
Somerville, NJ
03.2010 - 07.2012
- Downstream Marketing activity ownership with responsibilities including but not limited to: Business Planning; Ops planning & forecasting; Collateral Support Development; Development and Mgt. of KOls; Convention Strategy; Professional Education Strategy and P&L responsibility for a capital and disposable MD&D Brand(s) with U.S. revenues >$100M and annual programming spend of $1.8MM
- Successfully led the U.S. re-launch of GYNECARE MORCELLEX® re-establishing Brand as market leader and growth engine within ETHICON GYNECARE, delivering double digit growth in revenue and market share in 2010-2012
- Created new professional education strategies and developed new brand champions to address market dynamics including ETHICON’s first robotics integrated programs and pilot partnership with Intuitive Surgical
- Led ETHICON GYNECARE’s convention strategy in 2010-2012 for WRGC & AAGL receiving a JNJ “platinum award” for outstanding leadership and execution.
- Asked to serve as acting Division Manager for the River Division, a sales team covering MI and IN with 8 territories and 2012 forecast of $13MM
- Worked 10 of 24 months tenure in a dual capacity role consistently receiving superior performance ratings
Division Sales Manager
Johnson & Johnson, Ethicon Gynecare
Albany, NY
03.2006 - 03.2010
- Fostered an environment of; strategic thinking, clinical excellence and prudent risk taking contributing to the teams’ performance improvement and increase in National Ranking from 14th to 3rd out of 16 Divisions for 2007 and forecast attainment 2006-2009.
- Drove increased market share in key marketplaces by creating innovative, portfolio contracts for Regional IDNs, resulting in multiple year, double-digit growth in top-line sales, high single-digit growth in market share and adoption of the portfolio contracting strategy on a National Level.
- Drove increased market penetration and procedural adoption through creation of 3 new cadaveric training labs in key geographies, allowing for greater numbers of physicians to be trained with higher proficiency and earlier adoption of complex procedures.
- Developed and promoted 3 high potential sales representatives into Sales Mgt. and Marketing Mgt. in 2007-08, creating development opportunities for entire Team.
- Selected to participate in 2009 EWHU US Business Planning Triangulation, contributing in the area of Sales projections for US Sales Teams, market trends impacting sales execution and field sales perspective.
Sr. Clinical Sales Representative
Guidant (Acquired by Boston Scientific 4/2006)
Albany, NY
11.2003 - 03.2006
- Attained Bradycardia, Tachycardia and Heart Failure implant and follow-up certifications.
- Exceeded business plan objectives in 2005 and 2006, achieving 130% and 163% of forecasted sales results respectively.
- Completed the largest single sale in Regional history with a $725K heart failure bulk order to Albany Medical Center, displacing the market leader (MDT) and opening the door for complete system conversion to Guidant technology.
- Achieved top ranking in succession planning for management program 2006.
Sales/Sales Training Mgr./Division Sales Mgr.
Johnson & Johnson, Ethicon Gynecare
Albany, NY
02.1998 - 11.2003
- Successfully navigated the Hospital selling environment, uncovered and targeted key surgeons and decision-makers resulting in the sales and installation of 42 pieces of capital equipment and over $2.4M in new revenue.
- Promoted to Sales Training Manager and led curriculum development and implementation; sales simulation design; competitive product/strategy rebuttals; creation of product pointers for field sales training; scheduling, coordinating and budgeting for six primary sales schools with over 100 domestic and international representatives trained.
- Promoted to Division Sales Manager, consistently surpassed annual forecasts in 2002 and 2003, achieving $10M in ARR and 53% growth in focus product through strategic development of a team of 9 sales representatives.
Education
B.S. - Business Admin., Concentration in Finance
Fordham University, Gabelli School of Business
New York, NY05-1995
Skills
- Market Development / New Business Acquisition / Capital Pipeline Management
- Building, Developing and Leading High-Performance Teams
- Solution Selling / Enterprise Implementation of Disruptive Technology
- Health Economics & Reimbursement / Value Based Healthcare
- GPO / IDN / Strategic Account Contracting and Partnership Development
- KPI / OKR Implementation and Execution to Drive Growth Acceleration in Both Whitespace and Greenfield Markets
Timeline
Head of Commercial - US
HemoSonics
11.2020 - Current
Senior National Sales Director
Medtronic
05.2018 - 05.2020
Director of Sales, Eastern Region
RF Surgical Systems (MDT Acquisition 8/2015 $235M)
10.2013 - 05.2018
US Product Director, Uterine Surgery
Johnson & Johnson, Ethicon Gynecare
03.2010 - 07.2012
Division Sales Manager
Johnson & Johnson, Ethicon Gynecare
03.2006 - 03.2010
Sr. Clinical Sales Representative
Guidant (Acquired by Boston Scientific 4/2006)
11.2003 - 03.2006
Sales/Sales Training Mgr./Division Sales Mgr.
Johnson & Johnson, Ethicon Gynecare
02.1998 - 11.2003
B.S. - Business Admin., Concentration in Finance
Fordham University, Gabelli School of Business