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Mary Hiter...

ACCELERATING SALES AND REVENUE GROWTH FOR PHARMACEUTICAL,


MEDICAL DEVICE AND MEDICAL DIAGNOSTIC COMPANIES

Pennington, NJ 08534 864.884.6979 mary.hiter@gmail.com LinkedIn.com/in/maryhiter

Strategic Marketing Executive Complex Medical Products and Technologies


Abbott Point of Care Cyberonics (LivaNova) Watson Pharmaceuticals (Allergan) Knoll Pharmaceuticals

Dynamic Marketing Leader and extremely astute, data-driven business strategist with a time-tested
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.

Strategic Partner Development: Facilitated recruitment of five top-tier institutions for participation in a
rare phase IV clinical trial at Cyberonics, by developing and rebuilding influential relationships with
third-party organizations and industry thought leaders.

Competencies that Drive a Competitive Advantage

Product Lifecycle Management


Team Building, Development and Leadership
Product Commercialization and Launch Support
Cross-Functional Collaboration
Brand Marketing and Management
Program Development and Deployment
Strategic Planning and Tactical Execution
Medical Education Programs

P&L Management | Revenue Optimization


Target Market Communications and Messaging
Process Development and Streamlining
Key Opinion Leader (KOL) Engagement and Support
Market Research and Analysis | Sales Training
Budget Management and Sales Forecasting
C-Level Relationship Management
Customer Loyalty Strategies

A Career Record of Delivering Strong Results


ABBOTT POINT OF CARE, Princeton, NJ
Abbott POC ($429M in annual sales) manufactures a disruptive handheld point-of-care diagnostic testing device and is the fastest growing
division of Abbott Diagnostics.

DIRECTOR OF MARKETING, US LARGE HOSPITAL (2008 2016)

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.

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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% yearover-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 value-added
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.

CYBERONICS, INC. (now LIVANOVA), Houston, TX


A medical technology company, with core expertise in neuromodulation, which develops and markets Vagus Nerve Stimulation (VNS)
Therapy for treatment-resistant epilepsy and depression.

REGIONAL DIRECTOR OF MARKETING (2004 2008)

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.

WATSON PHARMACEUTICALS INC. (now ALLERGAN) , Parsippany, NJ


A global, integrated specialty pharmaceutical company that develops, manufactures and distributes generic, brand and biosimilar
products.

SENIOR PRODUCT MANAGER (2001 2004)

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.

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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.

KNOLL PHARMACEUTICALS, LTD. (now ABBOTT LABORATORIES), Mount Olive, NJ


A global healthcare company that developed and manufactured a broad array of pharmaceuticals, which was acquired by Abbott
Laboratories in 2001.

MANAGER, MARKETING (2000 2001)

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.

MANAGER, PROFESSIONAL EDUCATION SERVICES (1999 2000)

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