Steve G. Medina
Celina
Summary
Dynamic, growth-oriented executive with 20+ years of leadership experience across the medical device and healthcare industry, specializing in orthopedics, spine, and surgical technologies. Proven track record of owning and scaling P&Ls, leading large multi-tiered commercial organizations, and driving above-market revenue growth in highly competitive, regulated environments. Brings deep expertise across the full commercial spectrum—including sales leadership, national accounts, distributor strategy, business development, compliance, and go-to-market execution—with success in both enterprise organizations and high-growth startups. Recognized for building high-performance cultures grounded in accountability, trust, and servant leadership, while consistently delivering measurable business outcomes. Combines strategic vision with operational rigor, and a strong foundation in healthcare law to navigate complex regulatory environments.
Overview
28
28
years of professional experience
Work History
Chief Executive Officer
POLEYN, LLC
01.2024 - Current
- Founder and CEO of an orthopedic innovation company focused on product development and commercialization.
- Secured capital to advance products through FDA 510(k) approval pathway, enabling innovation in orthopedic solutions.
- Directed end-to-end product development lifecycle, achieving progress toward Submitted five patent applications, showcasing innovative concepts in orthopedic technology. and 1 product in FDA 510(k) review.
- Built and led a cross-functional ecosystem of clinical experts, engineers, and academic advisors to support total joint revision innovation.
- Developed commercialization strategy aligning product design with surgeon demand and market opportunity, enhancing market readiness.
- Impact: Demonstrated ability to translate innovation into scalable commercial opportunity while navigating regulatory pathways.
- 5 patents pending
- 1 product in FDA 510(k) review.
Founder & Principal Consultant
M6 LEGACY GROUP, LLC
06.2016 - Current
- Advisory firm specializing in commercial strategy, organizational design, and growth acceleration for medical device companies.
- Co-founded Medical Device Unlimited, scaling revenue from $0 to $3M in 2 years, now trending at $10M annually while focusing on complex revisions and custom implants.
- Advised executive teams on go-to-market strategy, capital formation, and commercial scaling.
- Facilitated $2M capital raise for critical care startup, enabling completion of product development.
- Acted as interim VP of Business Development at Evolution Spine, securing key surgeon partnerships to drive product innovation.
- Negotiated and executed private-label agreement, driving 100% revenue growth.
- Led compliance and business development initiatives for a biologics startup.
- Impact: Consistent success accelerating growth, improving market positioning, and building scalable commercial infrastructure.
National Accounts Director (Consultant)
CENTEX MACHINING
03.2020 - 01.2026
- Drove business development resulting in a 30% increase in orthopedic manufacturing customers and hundreds of new parts.
- Cultivated relationships with key OEM partners in orthopedic sector to enhance collaboration and market presence.
- Delivered market intelligence and strategic advisory support that facilitated acquisition by Fathom Manufacturing.
- Expanded market footprint and contributed to enterprise value creation during acquisition.
Vice President, Sales (North America, Spine Fixation)
ORTHOFIX, INC.
03.2013 - 07.2016
- Full P&L leadership for North American spine fixation business.
- Rebuilt sales infrastructure, driving consistent quarter-over-quarter growth.
- Revitalized distribution channel through strategic partnerships, enhancing market reach and performance.
- Replaced 18 distributors with 30 high-performing partners.
- Led multi-tiered organization including Regional Vice Presidents, sales teams, and distributor networks.
- Implemented cultural transformation resulting in zero regrettable leadership attrition.
- Established Distributor Advisory Program to align objectives and improve execution across channels.
- Turned around commercial performance via strategic restructuring and cultural transformation.
Area Vice President, Sales (Southeast U.S., Total Joints)
MEDACTA USA, INC.
12.2012 - 03.2013
Vice President, Sales (Texas/LA Region)
ZIMMER
07.2009 - 12.2012
- Led contract negotiations with GPOs, IDNs, and major health systems, securing national wins.
- Achieved 12% business growth through targeted strategic planning and execution initiatives.
- Enhanced market leadership position and profitability through strategic operational improvements.
- Streamlined inventory processes, achieving 10% cost savings while enhancing operational efficiency.
JOHNSON & JOHNSON (ACUTE CARE)
06.1998 - 07.2009
- Progressive leadership career spanning sales, training, and organizational development.
- Played key role in sales force expansion of 3,000+ employees, including segmentation and account prioritization.
- Impact: Built foundational leadership expertise in large-scale commercial operations and organizational transformation.
Education
Master of Laws - Healthcare Law
University of Oklahoma College of Law
Bachelor - Biology, Business Management
University of Texas at Arlington
Skills
- Product commercialization
- FDA regulatory strategy
- Intellectual property strategy
- Business development
- Strategic vision
- Cross-functional leadership
Executive Differentiators
- Enterprise + Entrepreneurial Leadership: Proven success in both Fortune-level organizations and startup environments.
- Deep Orthopedic Expertise: Extensive experience across spine, total joints, biologics, and surgical technologies.
- Transformation Leadership: Demonstrated ability to rebuild sales organizations and drive sustained growth.
- Regulatory & Legal Acumen: Masters in Healthcare Law with applied expertise in compliance and commercial structuring.
- Cultural Leadership: Builder of high-performance, accountable organizations with strong retention and engagement.
Board And Community Engagement
- Corporate Leadership Council, Envision Dallas, 01/01/26, Present
- Health Science Advisory Board, Mansfield ISD Innovation Academy, 01/01/21, 01/01/24
- Coach, Abilene Christian University Men’s Club Soccer, 01/01/25, 01/01/26
Core Executive Capabilities
- Full P&L Ownership & Revenue Growth
- Commercial Strategy & Go-to-Market Execution
- Sales Force Leadership & Transformation
- National Accounts (GPOs, IDNs, Health Systems)
- Distributor Channel Optimization
- Organizational Design & Culture Building
- Compliance, Regulatory & Healthcare Law
- M&A Support, Integration & Market Intelligence
- Data-Driven Sales Operations & Forecasting
Timeline
Chief Executive Officer
POLEYN, LLC
01.2024 - Current
National Accounts Director (Consultant)
CENTEX MACHINING
03.2020 - 01.2026
Founder & Principal Consultant
M6 LEGACY GROUP, LLC
06.2016 - Current
Vice President, Sales (North America, Spine Fixation)
ORTHOFIX, INC.
03.2013 - 07.2016
Area Vice President, Sales (Southeast U.S., Total Joints)
MEDACTA USA, INC.
12.2012 - 03.2013
Vice President, Sales (Texas/LA Region)
ZIMMER
07.2009 - 12.2012
JOHNSON & JOHNSON (ACUTE CARE)
06.1998 - 07.2009
Master of Laws - Healthcare Law
University of Oklahoma College of Law
Bachelor - Biology, Business Management
University of Texas at Arlington