Kristen Kopel

Second in command to the Chief Executive Officer. Responsible for all Sales, Marketing, Client Engagement, and Employee Management Operations.

• Increased company revenue by nearly 350% in 5 years including 3 years consecutive years doubling revenue.
• Established successful client partnerships that increased visibility and success resulting in 60%+ client renewal and retention.
• Implementation and adoption of a fully integrated sales and marketing CRM.
• Cultivated a high-performance culture through the implementation of employee benefit program offering retention incentives, as well as a Culture of Feedback.

• Managed area sales across 4 regional managers
• Provided direction and stability during time of organizational change
• Detailed analysis of sales structure and strategy resulting in roll out of streamlined sales structure, reducing internal touch points and speeding sales deal development and approval.

• Coached and developed 6 senior sales specialists across western US
• Navigated cross-matrix reporting structure to improve sales performance for all products and regions
• Improved instrument sales performance of region from >50% to 100+% of goal in 1 year through disciplined funnel management and removal of internal barriers
• Reduced average sales cycle 4 months ahead of strategic product launch.

• Led team of 4 marketing managers responsible for customer segmentation, brand management, digital marketing, and distribution channel management
• Established digital marketing strategy, generating double-digit growth in lead generation year-over-year
• Improved eProcurement capabilities via punch-out eCatalog, improving customer online shopping experience while streamlining back end processes
• Saved >$75K annually by influencing and persuading global marketing partners to adopt and financially support US contracts with eProcurement and content marketing vendors.

• Developed umbrella market strategy for integrated pharmaceutical partners, including pharmaceutical / biotech, CRO, academic partnerships, and CMOs
• Performed market analysis, market messaging, metric development and tracking, and sales training
• Increased revenue from new customer base through cross-selling opportunities within integrated pharmaceutical partners
• Detailed market analysis resulting in key account target change and more effective resource utilization
• Developed sales training program focused on application of product knowledge to customer base, generating immediate cross-selling opportunities.

• Coordinated all business line messaging to high value accounts in Reference Lab, Contract Research, Pharmaceutical, Federal Government, and Group Purchasing segments
• Optimized RFI and RFP responses and pricing strategy to position company for contract award
• Doubled customer touchpoints via collaboration and publication of account success stories with business partners
• Standardized processes for supplying product to global accounts, ensuring sustainability, business growth, and competitive marketplace advantage

• Oversaw commercialization activities, including customer requirements, market research, product launch pilots, and key opinion leader development for information technology and management products
• Managed marketing associates
• Defined and executed product portfolio strategy for both new and mature product lines within diabetes care technology products, identifying which products to phase out and which to launch
• Created unique approach to target market, facilitating differentiation of brand in highly-competitive industry