LAUREL WRIGHT

• Leads vision, strategy, and execution for Surgical Reconstruction franchise, committed to driving transformative double-digit growth and P&L ownership of $70MM portfolio of regenerative soft tissue reconstruction devices.
• Works closely with the business development and strategy team to construct and iterate M&A gameboard and identify lucrative targets for acquisition based on market trends and customer needs
• Identified and drove a highly strategic $140MM acquisition of an innovative startup to build a complementary, yet disruptive surgical matrix portfolio
• Drives robust development pipeline including several upcoming product introductions; leads commercial go to market plans and readiness for all programs and works with Medical Affairs team to guide strategic objectives of clinical evidence generation.

▪ Successfully reversed double digit negative growth on two struggling brands by launching creative brand campaigns and implementing simplified tools and messaging for the sales team.

▪ Defined a clear and sound long term growth strategy for a sub scale franchise, designed to transform business unit comprised of single digit share players to clinically differentiated relevant scale brands.

▪ Secured funding and organizational support to pursue six critical product development and clinical study projects to deliver on long term strategic financial/company objectives.

• Innovated and implemented behavior-based marketing strategies to accelerate the adoption of a $100M global dural sealant brand
• Led new product development designed to capitalize on key customer insights for innovation, including global Voice of the Customer efforts, collecting customer requirements to guide the design of the company’s next-generation sealant device
• Credited with building and launching the company’s first global brand campaign, serving as the basis for surpassing business goals for three consecutive years
• Contributed additional service and expertise as a cross-franchise consultant advising on Insight Generation, Brand Positioning, Creative Brief development, and Campaign Execution.

• Promoted to lead development of marketing collateral, training programs, and field communications for the $52M US Dural Graft portfolio, contributing to the achievement of 10% annual growth
• Supported the launch of the DuraGen Secure Dural Regeneration Matrix through the creation of launch plans, forecasts, positioning, and marketing materials
• Successfully navigated a $6M product recall and backorder, sustaining 97% customer retention.

• Executed marketing and product sales training to build revenue for the $10M Hydrocephalus Management business
• Achieved substantial gains in market share through the launch of three product line extensions
• Advanced to this role in 2011 from Associate Product Manager, executing responsibilities that included branding messaging, and sales tool development.