LI LAVELLE

LEAD PRODUCT STRATEGY, DEVELOP PRODUCT ROADMAP AND LAUNCH NEW PRODUCTS

• Partnered with teams to introduce nine innovative products, including key genetic testing components.
• Engaged with customers to create RNA Fusion Panel and spearheaded its market entry and educational initiatives for oncology sector.
• Drove successful re-introduction of library prep kit, focusing on agricultural and microbial research, which doubled its revenue.
• Guided development of synthetic controls for Sars-CoV2 and monkeypox testing.
• Optimized product launch process, enhancing potential for commercial success.

• Crafted and implemented a marketing plan for oncology and precision medicine, launching a key mRNA synthesis solution
• Monitored competitors and adapted marketing to grow market.
• Directed four global marketing campaigns, creating leads and tracking their success.
• Produced five pieces of marketing collateral, including case studies and web content.
• Developed three sales tools and provided training to enhance sales effectiveness.
• Worked with media partners to create promotional materials for demand generation.
• Managed four trade show participation and planned conference engagements.
• Built ten strong customer relationships and collaborated on marketing efforts.
• Analyzed market segments and crafted detailed messaging strategies.
• Compiled database of references to support marketing narratives.
• Formulated and executed comprehensive brand strategy.
• Maintained social media presence and supported global sales network.

IDENTIFY BUSINESS OPPORTUNITIES AND DEVELOP NEW PRODUCTS TO DRIVE REVENUE GROWTH

• Conducted market research to uncover needs, leading to launch of three major products each year.
• Worked with teams to bring new reagent products to market, generating over $5 million in yearly revenue.
• Managed product strategy and development from initial research to market launch and sales enablement.

MANAGE PRODUCT LIFECYCLES AND ENHANCE NEW OPPORTUNITIES WITH WORKFLOW SOLUTIONS

• Facilitated COVID research through educational webinars and product development, enhancing sales and research opportunities.
• Advanced B2B sales, set competitive pricing, and fostered key customer relationships.
• Ensured e-commerce platform displayed up-to-date and accurate product information.
• Analyzed web and sales data to optimize online messaging and sales strategies.
• Conducted competitor research to develop effective marketing strategies for growth.
• Worked with various teams to deliver comprehensive solutions for stem cell and single cell sequencing research.
• Led regulatory compliance efforts for product components in EU, improving product testing and customer guidance.
• Oversaw strategy for IVDR compliance, optimizing pricing and financial performance.
• Managed over 200 product life cycles, overseeing their development and eventual phase-out.

MARKETING/SALES SUPPORT AND PEOPLE MANAGEMENT

• Oversaw sales forecasting and market trend analysis to guide business strategies.
• Provided comprehensive product training and support to global sales and technical teams, enhancing customer relations.
• Initiated successful marketing program that donated equipment to educational labs, setting precedent for corporate social responsibility.
• Worked with regional teams to tailor growth strategies and launch products specific to local markets, utilizing customer success stories to empower sales force.
• Supervised and developed a Junior Product Manager, focusing on performance and professional growth.

DRIVE INCREMENTAL REVENUE IN HIGH THROUGHPUT MARKET

• Led creation and launch of market’s first targeted neurodegenerative disease sequencing panel.
• Successfully launched two key products, ImmunoArray v2 and Neuro Array, boosting complex disease revenue by $8 million annually.
• Developed and implemented a marketing strategy that generated 1,000 new leads for complex disease products.
• Created and delivered sales training to diverse groups, enhancing market presence of complex disease solutions.

DRIVE ADOPTION OF ILLUMINA SOLUTIONS IN NEW MARKET

• Increased market awareness and education using various channels including conferences, webinars, and social media.
• Engaged with over 100 experts in Neurology and Immunology, accelerating product development by six months.
• Conducted ongoing market analysis to stay competitive through research and strategic product positioning.

RAISE COMPLEX DISEASE MARKET AWARENESS WITHIN ILLUMINA

• Fostered company engagement in Alzheimer’s awareness, leading to significant fundraiser participation and winning corporate award in 2017.
• Initiated Alzheimer’s Awareness Month, achieving substantial employee involvement and enhancing the profile of the company.

• Enhanced customer communication, resulting in 60% decrease in complex cases and fostering relationships that increased sales.
• Earned top performance rating for exceptional customer account management.
• Delivered technical webinars and effectively promoted them on social media.
• Produced popular support bulletins, notably one on NGS that became highly viewed and received recognition from company.

• Developed sequencing reagent chemistry and enhanced sequencing workflows on multiple sequencers.
• Led the process development and scaled up reagent production from benchtop to manufacturing facilities.
• Determined reagent performance specifications for quality control (QC) and trained QC personnel and sequencing service labs.

• Developed cell-based assays for validation of biomarkers and screening of drug candidates for type II diabetes and multiple cancers.
• Cloned and characterized novel protease genes and developed functional assays for RNAi target genes.
• Identified and confirmed new biomarkers using microarray and Taqman qPCR techniques.