ED ASTURIAS

Dedicated to the mission of disrupting the field of surgical access in Neuro, Spine, Cardiothoracic minimally invasive surgery. Diversified market strategy overlaps both branded and OEM, private-label segments through large med device player partnerships.

Recruited by industry medical device serial entrepreneurs to build the company's upstream and downstream programs, inorganic and industry partner business development initiatives and later to rebuild the company's international commercial presence.

• Growing the international business at a 21% 5Y CAGR to$7M through distribution channel expansion and focused B2B customer focus
• Drove the market introduction of disruptive product innovations including the Phantom XL3 Lateral Lumbar Access System leading to double-digit growth and an incremental $8.5M+ revenue contribution 
• Nurtured and leveraged OEM medical device business relationships as an essential growth driver for the company's flagship product portfolio

• Built upstream and downstream program recruiting high-caliber product management, marketing and sales management teams with the mission of enhancing brand recognition and market footprint
• Championed the execution of innovation and lifecycle roadmap working cross-functionally to secure commercialization resources and organizational commitment 
• Spearheaded organizational, change-management initiatives moving company from a start-up business approach to a KPI-driven organization guided by quantifiable metrics

Medical technology, multi-vertical leader with 1B€+ in global revenues. Its Microsurgery business  drives 300M€ + in top line  and a 46% contribution to the company's EBIT. 

Tapped by corporate senior management to lead the global business function for the Field of Business Visualization including Neuro/ENT, Spine surgery and Dental business verticals.  Key member of executive leadership team with P&L responsibility managing strategic marketing and product management groups with a total of eight upstream and downstream focused managers and with dotted responsibility to Marketing Communications team of three. 

• Led the development and commercialization of KINEVO 900, the leading surgical visualization platform in neurosurgery. 
• Led global market introduction of TRENION Visualization System, a unique 3D Visualization platform generating 7.8M€ of incremental revenues since its worldwide launch in 2012
• Catapulted sales of intraoperative fluorescence platform by 13.6M€ through incisive, peer-to-peer initiatives focused on YELLOW 560 targeting neurovascular and brain tumor visualization

Delivered over 40% of Microsurgery's global revenue contribution,  the US ZEISS subsidiary market revenues added  over 15% revenue growth in this period. 

Offered strategic marketing leadership for a newly-created downstream group following merger between Carl Zeiss Surgical and Meditec in late 2012.  Built and managed industry-leading marketing group responsible for marketing agenda targeting Neuro/ENT, Spine, Dental and Radiation Oncology market segments.

• Engineered the development and execution of KOL and Resident Programs nurturing powerful relationships with current and future key thought leaders
• Led the successful product launch of industry-leading intra-operative fluorescence platforms enhancing aggressive glioma tumor resection and vascular neurosurgical procedures
• Spearheaded the market introduction of INTRABEAM, a disruptive radiation oncology platform in the treatment of early-stage breast cancer

Leader in medical laser business establishing Photo-Selective Vaporization of the Prostate (PVP) in the treatment of benign prostate hyperplasia. Company acquired by American Medical Systems  in 2006 for $715M . 

Championed upstream product development of Laserscope's GreenLight HPS Laser System generating over $60M and 20%  growth in YTD Q2 2006/2005 for the Urology market segment. Led Product Management company transition through  acquisition ensuring  streamlined operations of on-going commercial initiatives. 

• Developed the the GreenLight SurgiSuite(TM), a turn-key solution for customers interested in the growing trend of office-based surgical facilities for PVP and other surgical procedures
• Worked hand-in-hand with direct sales organization and mobilizer distributor group in the execution of Office-based approach later generating over 55% share for Laserscope's total revenues

Innovated the Balloon Kyphoplasty procedure in the minimally-invasive treatment of vertebral compression fractures of the spine. 

Led the newly-created function through strategic product and procedure initiatives as well as intellectual property development for adjacent clinical applications leveraging Kyphon's Balloon Technology.  

Key Accomplishments:

• Worked in partnership with clinical and R&D teams to design compelling product concepts leveraging Kyphon's core platform balloon technology
• Developed a novel surgical technique termed “sacroplasty” as a material expansion to existing procedural reach by leveraging clinician customer know-how and internal R&D efforts
• Led successful test market evaluations by defining concrete assessment objectives and recommendations based on thorough analysis of results
• Developed first-to-market product marketing plan including market environment analysis, strategic objectives, tactical activities, branding, revenue & expense forecasts

Leader in wound management in surgery combining  hemostasis, tissue sealant and anti-adhesion technologies generating over $100 in revenues and 12% annual growth in 2004.

Led recently acquired FLOSEAL US Marketing function.

• Reassessment of segment-driven strategy and tactics resulted in a 17% YTD growth with an annual revenue line of $45M in 2004 for the FLOSEAL Hemostasis business franchise
• Led cross-functional teams in the definition of a clinical publication strategy supporting therapy launch activities, solidifying product acceptance and expansion
• Created a therapy key opinion leader panel to refine overall product segment strategy and tactics

Surgical medical device start-up, focused on specialized development and commercialization of neuro/spine instrumentation and implantables, with annual revenues peaking at $25M, later acquired by V. Mueller/Cardinal Health.

Marketing Associate – Infectious Diseases,  Oncology,  06.1996 - 01.1999

Market Research Associate, 01.1996 – 06.1996

Sales Representative, CNS and Endocrinology Specialist, 03.1993 – 01.1996

Executive education program led by HBS faculty including the top 100 executives at Carl Zeiss AG.

Leadership workshops aimed at high potential talented executives at Carl Zeiss AG.