ED ASTURIAS

Leading TSI’s end-to-end commercial strategy, revenue execution, and international sales organization across U.S., APAC, EMEA, and LATAM. Responsible for global sales, channel strategy, OEM partnerships, forecasting, sales operations, government channels, and commercial talent development.

CRO Level Impact:

• Rebuilt the global commercial operating model, implementing unified forecasting, KPI governance, and analytics improving predictability and revenue visibility.
• Optimized global distributor network through structured performance scorecards, channel rationalization, and targeted expansion in APAC/EMEA/LATAM.
• Strengthened organizational capacity by recruiting top-tier regional commercial leaders and implementing structured 30-60-90 onboarding and capability programs.
• Accelerated global adoption of TSI’s access platforms through surgeon engagement, hospital conversions, and coordinated cross-functional commercialization.
• Operationalized DoD/VA eCAT approval to unlock a scalable federal market strategy.

Led global business development, international revenue growth, strategic market entry, OEM partnerships, and international distributor management.

International Expansion Leadership:

• Delivered 21% 5-year CAGR internationally, scaling the business to $7M+.
• Expanded international distributor network and rebuilt commercial structure across emerging markets.
• Strengthened OEM/private-label strategy to support multi-channel revenue model.
• Instituted data-driven commercial discipline to shift the organization from early-stage to performance-driven operations.

Built TSI’s global marketing and product management function, spanning innovation roadmap, lifecycle strategy, surgeon engagement, and downstream execution.

UpStream & Downstream Acceleration:

• Built and led high-caliber upstream/downstream marketing teams.
• Championed commercialization of next-generation surgical access platforms.
• Strengthened TSI’s innovation roadmap through VOC, clinical engagement, and lifecycle management.

Global strategic marketing head for a €300M+ microsurgery business. Executive team member with P&L influence, leading cross-functional commercialization and global product strategy across Neuro/ENT, Spine, Dental, and Oncology.

Global Commercial Leadership:

• Drove global launch of KINEVO 900, the world’s leading neurosurgical visualization platform.
• Generated €7.8M incremental revenue via TRENION 3D Visualization System.
• Added €13.6M in fluorescence revenue through targeted clinical adoption initiatives.
• Led the U.S. subsidiary to 15%+ annual growth, contributing 40% of global revenue.

Built and scaled downstream marketing and KOL programs across North and Latin America. Drove adoption of advanced visualization technologies and radiation oncology platforms.

• Created industry-leading resident/KOL programs across neuro, spine, dental, and radiation oncology.
• Spearheaded global launch of fluorescence platforms that advanced glioma and vascular neurosurgery.
• Led commercialization of the INTRABEAM intra-operative radiation oncology platform.

• Drove Urology portfolio growth via GreenLight HPS Laser System, generating $60M and 20% YoY growth.

• Developed the GreenLight SurgiSuite™, enabling 55% of total company revenue through office-based procedures.

• Advanced Balloon Kyphoplasty through new procedural innovation and clinical-R&D collaboration.

• Created first market strategy and test market assessments for sacroplasty procedure.

Led FLOSEAL U.S. marketing, delivering 17% Y/Y growth to $45M in revenue.

Contributed to growth of specialty neuro/spine instrumentation prior to the business’s acquisition by Cardinal Health.