Michael Roth
Sudbury
Summary
Senior Sales Executive with over 25 years of successful experience in direct and distributor-based sales management. Sustained track record of taking initiative to identify business opportunities, establish strategic pathways, and manage tactical action plans. Proven ability to build strong customer networks, develop dynamic sales teams, and cultivate a high-performance management team culture in the competitive orthopedic medical device market. Seasoned communicator whose market knowledge, consultative style and strong negotiation skills, coupled with solid client needs assessment and problem-solving abilities, leads to consistent sales growth. Trusted advisor with reputation of making sound decisions for company, customers and partners.
Overview
41
41
years of professional experience
Work History
GM, EVP Commercial Operations NA
BONESUPPORT AB
Boston, MA
06.2020 - Current
- Achieved seamless integration of marketing, medical education, regulatory compliance, sales management, operations, and finance within North American commercial team. Enhanced team performance through effective leadership and strategic direction. Fostered a culture of collaboration that resulted in improved operational outcomes.
- Implemented comprehensive team restructuring to drive growth of bone substitute product, significantly increasing customer base in North American orthopedic markets.
- Implemented targeted sales strategies resulting in revenue escalation from $11 million in 2020 to $99 million in 2025, fostering sustainable business growth.
- Achieved revenue growth of $88 million, reflecting an 800% increase since inception.
- Focused on developing individuals, optimizing product strategies, and fostering engagement to drive sales and marketing success.
- Identified and implemented delivery instrumentation to support increased adoption of bone graft in fracture and arthroplasty procedures.
- Secured FDA approval in April 2022 for first antibiotic-impregnated bone graft substitute.
- Facilitated cohesive collaboration among marketing teams to establish pricing strategy and market entry tactics for advanced drug delivery graft technology.
- Oversaw operations of a sales management team, fostering collaboration among a VP of Sales and 12 regional managers to drive business success and meet challenging sales goals.
- Facilitated quarterly business review sessions aimed at evaluating strategic implementation and fostering calculated risk-taking to meet financial goals.
- Developed and implemented training programs for residents and fellows at key academic medical centers to promote brand and technology awareness.
- Work in concert with National Account team to position company to win product approval at multiple IDN and GPOs
- Manage budgets, monitor financial performance, and take ownership of P&L to deliver US profitability from a low of -28% in 2019 to a high of +46% in 2025
- Formulated and executed comprehensive upstream and downstream strategies to drive alignment with company objectives.
- Oversaw monthly and quarterly sales and inventory demand forecasting processes.
- Leveraged market data analytics to enhance targeting, forecasting, and performance tracking initiatives.
- Oversaw and evaluated sales and margin data to deliver actionable insights for commercial management and executive teams.
- Identified and cultivated business development prospects to expand market presence in specialized segments such as orthopediatrics.
- Analyzed existing systems and drove improvements to streamline commercial execution processes and boost operational efficiency.
- Implemented strategies to recruit, mentor, and develop direct reports, fostering a culture of innovation and continuous professional development.
- Cultivated effective communication, negotiation, and relationship-building strategies with internal and external stakeholders.
- Spearheaded development of coordinated international KOL and medical education program as integral member of executive global management team.
- Engaged with various departments to drive constructive collaboration and streamline global initiatives.
Vice President, Sales and Marketing
SURGICAL PLANNING ASSOCIATES, INC.
Boston, MA
06.2018 - 05.2020
- Tasked with delivering strategic leadership and defining the commercial path to growth and profitability for the HipXpert navigation system.
- Lead development of the company’s marketing strategy to achieve increased market penetration and sales growth with a particular emphasis on cost-effective customer acquisition and market demand generation.
- Implemented the sales strategy to ensure that the company identified a clear path to growth.
- Worked with and lead independent distributor representatives to meet and exceed revenue targets.
- Implemented HubSpot CRM to manage customer database and digital marketing campaigns.
- Provided leadership for business development opportunities that were consistent with the company’s strategy for revenue growth and potential strategic alliances
- Coordinate VAC approval initiative and gained national vendor approval in multiple hospitals and IDNs across the US.
- Conducted competitive analysis which lead to creating specific price point and clinical user adoption vs. established competitors.
- Responsible to maintain and upkeep of instrumentation for quality and regulatory submissions at year end
Independent Distribution and Sales Management Consulting
ROTH & ASSOCIATES
Boston, MA
01.2017 - 05.2018
- Worked with medical device startups to effectively align mission, marketing objectives, sales management processes and metrics to improve performance and maximize results. Example projects include:
- Turbett Surgical - Worked with executive team to create and implement the distribution strategy, sales pipeline and customer on-boarding process for Turbett Surgical, a sterilization company with disruptive technology that reduced the sterilization cost and time per procedure as well as elimination of service and maintenance to the hospital.
- Established new business in hospital systems such as Tufts Medical, LifeSpan and Steward.
- Surgical Planning Associates - Development of the sales and marketing strategy for Surgical Planning Associates (HipXpert), a start-up personalized hip navigation company focused on joint replacement with an emphasis on achieving precision implant placement. HipXpert established a new standard of care by means of a CT-scan/hologram-based navigation system that maximized clinical efficiency and patient outcomes.
- Increased market penetration by means of cost-effective customer acquisition and market demand generation.
- Ossio – Provided go to market strategy insight for a unique restorative biologic fixation technology that showed potential to replace metal components in numerous orthopedic procedures.
Regional Sales Director, Northern U.S.
ONKOS SURGICAL, INC.
Parsippany, NJ
04.2016 - 12.2016
- After assisting in the sale of the Guardian segmental oncology system from Microport to Onkos, joined the Onkos sales leadership team, tasked with setting the strategy and agenda to obtain revenue goals for the newly established orthopedic company. Onkos is dedicated to leveraging new surgical limb salvage innovations, such as 3D printing, to meet the unique needs of the orthopedic oncology, trauma and complex joint revision market.
- Sourced and on-boarded new distributor agents in key locations throughout the North Region.
- Worked with regional KOLs to further develop innovative ideas in concert with established needs.
- Established hospital and IDN contracts and pricing agreements.
- Built business through routine travel to visit orthopedic surgeons to sell product, recruit and educate distributors, and motivate sales team.
- Liaison with surgeons and internal R&D to support requests for personalized shoulder, hip and knee implants.
Regional Vice President of Sales, Eastern U.S.
MICROPORT ORTHOPEDICS, INC.
Arlington, TN
10.2013 - 11.2015
- Moved to Microport from Wright during acquisition. Remained responsible for East Region orthopedic hip and knee implant sales encompassing $30M in business with one direct area sales manager, nine distributors, and 75 sales representatives.
- Developed, and implemented a new “Fellowship Hand Off” Program that increased visibility of company brand at Harvard, Tufts, Duke and Vanderbilt, improved retention rate of trained surgeons and broadened sales exposure.
- Managed all distributor sales activity and sales personnel recruitment for all company products in the East Region.
- Assumed personal responsibility for selling Microport products into primary targeted institutions.
- Worked in concert with the Marketing Department to develop product literature, sales aids, and training programs.
- Awarded RVP of the Year (2014) based on dollar growth, percentage growth, and PTQ.
- Represented sales management on cross-functional committee chartered to implement a new implant procurement model to meet hospitals cost-cutting initiatives, which resulted in the implementation of new processes in multiple IDNs across the Eastern region.
Regional Vice President of Sales, Eastern U.S.
WRIGHT MEDICAL TECHNOLOGY INC.
Arlington, TN
01.2004 - 09.2013
- Responsible for East Region sales, encompassing $90M in hip, knee and shoulder recon, upper and lower extremity, and biologic business with five field-marketing directors, four direct area sales managers, six distributors, and 135 sales representatives.
- Implemented a cost-effective “Sales Pipeline” to manage sales funnel action items and monitor progress that contributed to a regional increase in sales and was ultimately adopted on a national basis.
- Co-managed effort to convert sales force from a pure independent distributor model to a dual distributor/direct model.
- Recruited and managed all direct/distributor sales channels, personnel, and related activities for Recon (hip, knee and shoulder) and Extremity/Biologic products in the East Region.
- Co-developed sales compensation program for Foot and Ankle product initiative to meet corporate objectives.
- Devised reports to manage and monitor sales growth objectives, progress, and achievement.
- Turned around and grew sales region from $35-$90M annual revenue leading Wright Medical to the sixth largest and fastest-growing orthopedic hip, knee, biologic and extremity implant company worldwide.
- Awarded RVP of the Year (2007, 2008, 2010) based on dollar growth, percentage growth, and PTQ.
National Sales Director, Upper Extremity
WRIGHT MEDICAL TECHNOLOGY INC.
Arlington, TN
01.2005 - 01.2006
- Achieved business development goals by targeting new market opportunities for Wright’s Shoulder and Upper Extremity product line.
- Co-developed and implemented national sales and marketing plan for launch of new distal radius fixation system.
- Assigned surgeon advisory team development responsibility for an innovative wrist fracture product resulting in new surgical caseload at leading institutions such as Yale, Mayo Clinic, UPenn, Wake Forest and UMDNJ.
- Coordinated product positioning and distributor incentive programs to increase focus on upper extremity product line.
- Managed Shoulder and Upper Extremity surgical education initiative at the Orthopaedic Learning Center (OLC) and various academic institutions around the country.
Corporate Sales Manager, Biologics and Extremity
WRIGHT MEDICAL TECHNOLOGY INC.
Arlington, TN
01.2004 - 01.2005
- Supported biologic sales growth by targeting sales opportunities, lead follow up, ride-along, and case coverage with sales representatives.
- Coordinated and engaged in sales and surgical training for representatives in Med Ed training events with Upper Extremity, Shoulder, Lower Extremity and Biologic Product Managers.
Director, Orthopedic Sales and Marketing
ALIMED, INC.
Dedham, MA
01.2000 - 01.2003
- Achieved 14% increase in revenue on a proprietary orthopedic bracing product line that had previously been trending downward by recruiting and managing a sales network of 25 independent distributorships across the country.
- Developed sales literature, coordinated sales training programs, supported sales activities, and tracked performance.
- Provided guidance to product managers for new product introductions, catalog layout, and marketing material.
Sales Representative
WRIGHT MEDICAL TECHNOLOGY, INC.
Arlington, TN
01.1994 - 01.2000
- Sold hip, knee, spine, and sports medicine implants to orthopedic surgeons in Eastern Massachusetts. Protected and grew existing total knee business. Established and expanded new total hip and sports medicine sales.
- Developed a “One Tray” hip fracture system to attract new surgeons at six hospital accounts that led to over $1.2M in new growth.
Sales Representative
HOWMEDICA, INC.
Boston, MA
01.1991 - 01.1994
- Sold trauma and reconstructive (hip, knee and shoulder) implants to orthopedic surgeons in the Boston area. Grew the territory from $30K to $520K.
Business Development Sales Manager
VENTURE ECONOMICS, INC.
Needham, MA
01.1990 - 01.1991
- Created marketing material and initiated sales effort for new consulting services aimed at business development departments within Fortune 500 companies interested in investing in the medical device market. Resulted in new consulting engagements and revenue streams with IBM, AGFA, Hoffman LaRoche, and J&J.
International Sales Manager
WORLD TRADE CENTER BOSTON, INC.
Boston, MA
01.1989 - 01.1990
- Assisted companies in developing international marketing plans and corporate venturing opportunities through company-sponsored trade missions and international venture capital investment conferences.
Sales Manager
MOGI INDUSTRY CO., LTD.
Japan/Taiwan
01.1985 - 01.1989
- Sourced product, negotiated orders, inspected product, and expedited shipments while living in Japan and Taiwan.
Education
Bachelor of Arts -
Clark University
Business Development Study Abroad
School for International Training
Tokyo, JapanMiller Heiman Certified Sales Professional and Coach - undefined
Skills
- Strategic Marketing and Tactical Sales Planning
- US Management Team Building and Leadership
- Regional Sales Team Training
- Business and Product Development
- National Contract Negotiation
- P&L /Financial Reporting
- KOL and Surgeon Advisory Committee Development
- Market Data Analysis to identify targets
- Process improvement to scale business
Timeline
GM, EVP Commercial Operations NA
BONESUPPORT AB
06.2020 - Current
Vice President, Sales and Marketing
SURGICAL PLANNING ASSOCIATES, INC.
06.2018 - 05.2020
Independent Distribution and Sales Management Consulting
ROTH & ASSOCIATES
01.2017 - 05.2018
Regional Sales Director, Northern U.S.
ONKOS SURGICAL, INC.
04.2016 - 12.2016
Regional Vice President of Sales, Eastern U.S.
MICROPORT ORTHOPEDICS, INC.
10.2013 - 11.2015
National Sales Director, Upper Extremity
WRIGHT MEDICAL TECHNOLOGY INC.
01.2005 - 01.2006
Regional Vice President of Sales, Eastern U.S.
WRIGHT MEDICAL TECHNOLOGY INC.
01.2004 - 09.2013
Corporate Sales Manager, Biologics and Extremity
WRIGHT MEDICAL TECHNOLOGY INC.
01.2004 - 01.2005
Director, Orthopedic Sales and Marketing
ALIMED, INC.
01.2000 - 01.2003
Sales Representative
WRIGHT MEDICAL TECHNOLOGY, INC.
01.1994 - 01.2000
Sales Representative
HOWMEDICA, INC.
01.1991 - 01.1994
Business Development Sales Manager
VENTURE ECONOMICS, INC.
01.1990 - 01.1991
International Sales Manager
WORLD TRADE CENTER BOSTON, INC.
01.1989 - 01.1990
Sales Manager
MOGI INDUSTRY CO., LTD.
01.1985 - 01.1989
Business Development Study Abroad
School for International Training
Miller Heiman Certified Sales Professional and Coach - undefined
Bachelor of Arts -
Clark University