Kevin Canady

Small Business Consulting (Various Clients)

• Consulted with clients to identify best approaches to increase brand awareness and enhance business development
• Planning and implementation of lead development campaigns designed to secure repeat and new business, including target market buyer persona development, social marketing, email marketing, campaign calendar, and results tracking, often yielding lead generation increases of 30-35%
• Regularly updated and edited content for customer websites and consistently increased inbound traffic, for sites by as much as 42% in subsequent months, through development of targeted content, application of analytics, and regular design improvements

Sciton (Aesthetic Lasers – Product Management)

• Managed product development and commercialization of diVa® Laser Vaginal Therapy, new laser treatment indication, working directly with physicians, researchers, and engineering to build market needs into product features
• Partnered with cross-functional team members to determine weekly priorities and activities required to maintain launch timing
• During launch conducted regular team discussions to provide ongoing customer insights, market trends as well as competitive data to sales, customer service, and other internal teams

• Responsible and accountable for all U.S Product management and marketing activities for INTRABEAM Radiotherapy System with emphasis on increasing market awareness, lead development and customer acquisition
• Increased efficiency of marketing message delivery through creation of targeted marketing programs aimed at early adopters in qualified hospitals
• Programs increased lead conversion by over 50% during initial year of program, providing foundation for 42% revenue increase following year
• Outlined and initiated company's largest and most successful public relations campaign yielding over 150 independent print, web, and television news segments, including NY Times and ABC Nightly News (national broadcast)
• Enhanced product value-proposition through addition of hospital business development kit (INTRABEAM Outreach Assistance Program), supporting product ROI (comprehensive turnkey program contained over twenty individual components/tools, including implementation guidance, focused on facilitating hospital marketing efforts in patient education and acquisition)
• Served as project leader in development and successful implementation of $1.5 million multi-departmental project for improvement of product services and associated logistical support

Align Technology (Dental – Product Manager)

• Scoped Invisalign software requirements and coordinated new releases with device product development
• Led internal usability testing, created test instruments, including scripted instructions, bug reporting procedures and post-test questionnaires to gather feedback
• Developed technical and non-technical marketing presentations, public relations campaigns, articles, and newsletters

Trade Marketing (Consumer Marketing – Business development)

• Worked within budget parameters to develop and implement marketing strategies by analyzing key data and consumer demographics, increasing annual revenue by 22% over previous year

Nutrihand (Diabetes Care - Consultant)

• · Determined positioning and segmentation for new diabetes care service
• · Created content for marketing collateral; coordinated website updates, developed sales scripts and tools

Boston Scientific (Interventional Neuroradiology – Product Manager)

• Responsible for global product marketing management of new interventional treatment for wide-necked cerebral aneurysms commercialized through Humanitarian Device Exemption (HDE) Program.
• · Achieved 40-50% annual growth through effective launch planning, creative sales tactics, and key opinion leader podium strategies
• Collaborated with physicians on product performance improvements; worked closely with engineering on long-term product strategy, performing customer prototype testing and research for product roadmap
• Established criteria for each milestone within product roadmap as mean to measure developmental progress
• Conceptualized and deployed enhanced product features and optimized implementation for use in marketing strategies

• Liaised with engineering and KOLs on product development through use of product performance testing, managing trade-offs and incremental improvements resulting in 4 new product launches
• Collaborated with downstream marketing to define positioning and messaging, and plan market launch for novel peripheral vascular devices
• Led external agencies to develop sales tools and promotions, manage trade shows, purchase media, and provide creative services leading to 25% increase in conference booth traffic