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Brand Marketing Director Healthcare in USA Resume Mary Hiter
Brand Marketing Director Healthcare in USA Resume Mary Hiter
Dynamic Marketing Leader and extremely astute, data-driven business strategist with a timetested record of transforming complex marketing challenges into actionable strategies that
deliver outstanding sales and revenue growth. Highly engaged cross-functional leader and
collaborator with a talent for galvanizing teams, building strategic partnerships, and driving
quality results in both conventional and matrixed environments. A true game changer who
sees the big picture, envisions new possibilities, and brings order from chaos to consistently
monetize opportunities. Powerful influencer and relationship builder adept at establishing and
managing the critical relationships at all levels of an organization essential to ongoing growth
and success.
Select accomplishments:
Product Branding and Launch Support: Built and led launch of comprehensive marketing plan
from the ground up. Attained >80% awareness within target audience, effectively supporting a
new product entrant at Watson Pharmaceutical.
Market and Business Development: Led the strategy that grew cardiac assay (Troponin) by
>280%, securing procurements in more than 50% of US large hospitals. Outpaced industry growth
in spite of a rapidly changing healthcare environment.
Exceptional Sales and Revenue Growth: Executed commercial strategies that delivered a 95%
increase in sales revenue for the largest segment of a Medical Diagnostics business and yielded an
average 12% year-over-year growth.
Promoted from initial marketing management role (emergency departments) to lead the
comprehensive commercial strategy for the US Large Hospital segment, which represented 58% of
total worldwide revenue and 72% of total US revenue ($250M+) in the Medical Diagnostic
business. Led delivery of innovative programs, ensuring alignment, integration and consistent messaging
with key business functions, including sales, sales enablement, clinical affairs, product development and
finance. Managed key agency partners and up to seven direct reports and a team of up to 19 members.
Grew overall sales revenue by 95% (from $128M to $250M) over six years, which included growth rates of
286% for Troponin assay (cardiac marker), 233% for CHEM8+ assay, and 35% for five assays in the blood
gases category.
Directed the yearly sales and strategic planning process to maximize pricing and growth opportunities, while
ensuring strategic alignment with divisional priorities, resulting in achievement of an average rate of 12%
year-over-year growth.
Created a foundational messaging platform, still in use today, to support adoption and growth of a disruptive
technology with key customer segments, including clinicians, laboratories and C-suite executives, in order
to achieve and maintain a market leadership position with target audiences.
Managed preparation and launch of six new products and product features, which solidified the companys
market-leading position in the inpatient-side point-of-care testing space.
Re-established credibility and relationships with field sales and field support services by delivering valueadded training and programs to support a complex sales process, resulting in shortened sales cycles and
new business closed.
Developed product roadmap business process between marketing and R&D, which strengthened key crossfunctional relationships, improved communication and support.
Instituted marketing management processes and organization re-alignment to improve the effectiveness and
efficiency of the commercial team.
Recruited to support the Southeastern US Sales Region in building a sales funnel through
execution of grassroots patient education programs, as well as oversee all aspects of marketing,
professional promotion and medical education to support the treatment-resistant epilepsy
franchise. Developed and executed a strategic marketing plan to re-energize VNS Therapy sales with newly
developed clinical data. The plan included medical education, consumer education, PR, physician and
consumer promotion.
Generated a 14% increase in product sales through the development and execution of a comprehensive
medical education plan to deploy newly generated clinical data, utilizing company and industry thought
leaders.
Identified, developed and rebuilt relationships with influential third-party organizations and industry thought
leaders, which improved the companys reputation and facilitated successful recruitment of five top-tier
institutions to participate in a rare phase IV clinical trial.
Orchestrated 50+ grassroots patient education programs yearly for the SE region sales funnel, by using
patient and healthcare advocates and targeted advertising.
Increased the likelihood of implant by >50% by designing and launching a comprehensive patient relationship
marketing program designed to address patient concerns with tailored messaging and support.
Formally recognized by senior management for successful performance in developing and executing training
workshops and materials for a campaign supporting a new product launch.
In this newly created role, charged with launching the first branded product from the R&D
pipeline and establishing a presence in a highly competitive market for a rapidly growing generic
company. Developed and executed a comprehensive, integrated marketing plan to generate awareness and
build the case for a new urology product in this highly competitive space, dominated by major competitors.
The plan included large/small thought leader meetings, PR, publication planning and physician/consumer
promotions.
Researched, developed and executed a comprehensive strategic marketing plan that resulted in approval of a
$60M launch budget.
Facilitated comprehensive market research with key consumer and professional customer segments,
supporting new product branding, competitive positioning, and messaging approved by both senior
management and the FDA.
Expedited product acceptance by developing and implementing targeted marketing programs for both
prescribers and consumers that drove early adoption, compliance and loyalty.
Drove >80% product awareness at launch by spearheading full-scale professional education and consumer PR
campaigns that generated >800,000,000 impressions nationwide and >75,000,000 branded impressions
in the top 10 overactive bladder markets.
Designated by senior management to represent US marketing interests with an established Canadian
manufacturing partner, which led to development and launch of the product in Canada.
Rapidly promoted to leadership roles of increased responsibility and scope, culminating with this key
management position tasked with driving market appeal and growth of the Merida brand within targeted
physician markets. Developed and implemented marketing strategies, tactics and programs utilized in
physician promotions.
Developed and implemented professional education strategies to support Meridia brand positioning, which
included advisory boards, roundtables and publication planning.
Additional Knoll experience: Steadily promoted through positions of increased responsibility and scope
since joining the company as a Professional Sales Representative, which included Hospital Specialty
Representative, Endocrine Metabolic Representative and Associate Product Manager.
Education
BS, Biology, Chatham College, Pittsburgh, PA
Professional Associations:
Healthcare Businesswomens Association (HBA); Member 2016