Laura Dennis
Saline,MI
Summary
Dynamic, results-oriented go-getter with extensive experience managing multi-million-dollar budgets seeking CCO role at tech company with disruptive technology or unique value proposition. Highly skilled in strategic planning, go-to-market, and KOL relationships, with know-how to take go-to-market from strategic vision through day-to-day implementation and team development. Proven track record of leading pre-market/pre-510k products to successful launch, revenue $0M - $10M+/product. Able to gain 15-30% market share increase, in late-stage markets, through consultative sales strategy matched with high-accountability digital and traditional marketing plan.
Overview
19
19
years of professional experience
Work History
Chief Commercialization Officer
Catum Health
Ann Arbor, MI
06.2023 - Current
- Developed and maintain company's vision, mission statement, and strategic plan for 4 market verticals to projected revenue of $8M after two years
- Spearheaded budget analysis ($500k for marketing) and forecasting, and used agile project management methodology to ensure timely delivery of projects within budget parameters
- Negotiated key partnerships with leading technology companies and Key Opinion Leaders (KOLs) across MedTech.
SVP of Sales, Marketing and Product Management
Xoran Technologies
Ann Arbor
01.2023 - 05.2023
- Implemented innovative approaches to achieve 10% YOY growth in sales volume and maintained 85% market share
- Prepared budgets and approved budget expenditures to match strategic plans and goals, including $2M for marketing and $8M for sales/product development
- Using SalesForce and AI/machine learning across 6 markets, generated detailed reports on weekly and monthly sales performance against established goals
- Built KOL network of otolaryngologists, oncologists, radiologists, dentists, urologists, pulmonologists, and emergency providers, including support staff and C-level executives
- Monitored costs, competition and supply chain to establish and adjust selling prices
- Recruited, developed and coached strong, collaborative, and cross-functional team from 5 to 20 people.
- Maintained coordinated strategic vision and monitored successful execution.
VP of Sales, Marketing and Product Management
Xoran Technologies
Ann Arbor
03.2018 - 01.2023
- Reached targeted $20M company revenue for first time in company's historypost pandemic, in 2021 and 2022, representing growth YOY of 10-20%.
- Identified target markets for new products by conducting market research, developed 50k+ opt-in MailChimp eNewsletter list and editorial schedule to increase customer engagement
- Developed partnerships with industry leaders to expand product offerings and foster collaboration between teams
- Envisioned, produced, and hosted two B2C and B2B podcasts - "The ENT Review" and "Voices in Veterinary," increasing customer engagement and strengthening KOL relationships
- Created relationships with Key Accounts in Veterinary Medicine and launched 3 products, rebranding them for animal market
- Ensured compliance with all applicable laws related to sales operations including FDA 510k compliance
- Developed sales team through motivation, counseling and product knowledge education.
Director of Sales and Marketing
Xoran Technologies
Ann Arbor
03.2017 - 03.2018
- Designed performance metrics and reporting systems to measure success of sales initiatives
- Led design of creative materials, e.g brochures, flyers, banners, websites across omnichannel networks and within 4 markets
- Collaborated with creative teams on design projects such as logos, brochures, catalogs, advertisements, including 4 consultant groups
- Provided strategic direction for digital marketing initiatives including SEO and SEM, email campaigns, social media platforms, increased engagement by 25% over 2 years.
- Monitored customer feedback through surveys and relationship-building to ensure high levels of satisfaction and to inform product development decisions.
Director of Sales
Xoran Technologies
Ann Arbor
11.2016 - 03.2017
- Implemented SalesForce including design for 2 departments, trained sales team of 12 people, considered statistics and expenditures to assess marketing potential for new and existing customers
- Monitored sales performance on consistent basis, initiating additional training and corrective action as required, increasing revenue by 20% over two years
- Created and maintained relationships with key stakeholders in order to maximize customer satisfaction levels
- Organized trade shows, conferences, events as part of company's outreach efforts
- Oversaw development of annual budgets, tracked expenses, and achieved cost savings targets.
Strategic Sales Consultant | Acting Sales Director
Xoran Technologies
Ann Arbor
03.2016 - 11.2016
- Provided effective leadership in time of crisis where revenue was down 50%, produced sales team turnaround, and created culture of accountability and steady sales cycle of capital revenue and recurring revenue totaling $12M.
- Identified opportunities for process optimization through data analysis
- Mentored and coached staff members, enabling them to reach their potential.
- Revitalized sales and marketing programs while achieving $6M in profits.
Vice-President of Sales and Marketing
Medica, Inc.
Ann Arbor
09.2010 - 12.2015
- Utilized digital marketing strategies to reach target audiences effectively across global markets, developed email lists of 10,000 members
- Reviewed operational records and reports to project sales and determine profitability
- Utilized digital marketing strategies to reach target audiences effectively.
- Managed 5-member marketing team comprised of graphic artists, CRM administrator and marketing coordinators.
Regional Sales Manager
Xoran Technologies
Ann Arbor
05.2005 - 04.2010
- Launched MiniCAT CT product to otolaryngologists, creating $5M annual revenue within territory
- Organized trade shows and events that created opportunities for direct customer engagement
- Developed innovative promotional materials that increased brand visibility throughout region.
Education
M.F.A. in Critical Theory, Performance and Choreography -
06.2003
Bachelor of Arts (B.A.) in English and Modern Dance -
05.1998
Skills
- Strategic Partnerships
- Mergers and Acquisitions
- Market Trend Expertise
- Business Development
- Strategic Plans and Execution
- Talent Recruitment
- Product development and expansion
- Public relations mastery
- Media Buying and Planning
- P&L and Budget Development
- Management Team Leadership
- SEO and SEM Knowledge
Volunteer And Mentorship
University of Michigan College of Engineering School of Entrepreneurship, Executive Mentor and Corporate Leader for ENTR 560 Project Management and Consulting, Fall 2020 & Spring 2021
Publications And Podcasts
- The ENT Review, a Podcast available on Apple Podcast
- Voices in Veterinary, a Podcast available on Apple Podcast
Languages
English
Native or Bilingual
French
Professional Working
Serbian / Croatian
Limited Working
Timeline
Chief Commercialization Officer - Catum Health
06.2023 - Current
SVP of Sales, Marketing and Product Management - Xoran Technologies
01.2023 - 05.2023
VP of Sales, Marketing and Product Management - Xoran Technologies
03.2018 - 01.2023
Director of Sales and Marketing - Xoran Technologies
03.2017 - 03.2018
Director of Sales - Xoran Technologies
11.2016 - 03.2017
Strategic Sales Consultant | Acting Sales Director - Xoran Technologies
03.2016 - 11.2016
Vice-President of Sales and Marketing - Medica, Inc.
09.2010 - 12.2015
Regional Sales Manager - Xoran Technologies
05.2005 - 04.2010
University of California, Irvine - M.F.A. in Critical Theory, Performance and Choreography,
University of Maryland, College Park - Bachelor of Arts (B.A.) in English and Modern Dance,