ED ASTURIAS

• Lead commercial development for a growth-stage medical device and biologics portfolio serving spine and adjacent surgical markets.
• Drive go-to-market planning across portfolio positioning, channel strategy, distributor recruitment, OEM opportunities, and strategic partnership development in the U.S. and selected international markets.
• Support commercialization of surgeon-facing technologies spanning biologics, sterile single-use instrumentation, surgical access, and enabling technologies aligned to spine and procedure-adjacent call points.
• Build market-entry pathways designed to expand commercial reach while balancing partner fit, procedural relevance, and execution capability.

Vice President, Sales | 01.2025 - 11.2025

Vice President, Business Development, International Markets | 2021–2025

Vice President, Product Marketing | 2017–2021

Commercial leader across sales, product marketing, and international business development for a spine and neurosurgery surgical access company. Led revenue growth, channel expansion, commercialization strategy, and market development across the U.S., LATAM, EMEA, and APAC. TeDan was acquired by Halma plc

• Designed and executed multi-channel commercial models spanning direct sales, distributors, OEM/private label, and manufacturer partners to expand reach and improve revenue quality.
• Delivered 15% year-over-year revenue growth in a low single-digit growth market through disciplined go-to-market execution and channel optimization.
• Generated $2.5M in new and incremental business, representing 40% year-over-year growth, by expanding Americas coverage 2.5x through distributor network build-out and stronger commercial execution.
• Improved pipeline quality and forecast accuracy by institutionalizing CRM stage governance, monthly business reviews, and KPI-driven field coaching.
• Achieved DoD/VA eCAT integration, expanding access to the federal market and identifying a $3M qualified pipeline.
• Built the company’s international commercial infrastructure, including distributor performance management, OEM revenue oversight, and sales structures supporting sustained growth.
• Delivered 21% five-year CAGR internationally, scaling the business to more than $7M.
• Increased ASP 25% by restructuring emerging-market distribution to non-exclusive models, improving pricing discipline while expanding from 25 to 40 territories.
• Enabled $3.7M incremental revenue and improved ASP 25% through high-and-early pipeline management, account discipline, and execution governance.
• Led global marketing and product management spanning innovation roadmap, lifecycle strategy, surgeon engagement, and downstream commercialization.
• Supported commercialization of next-generation lateral access, anterior-to-the-psoas, and anterior lumbar surgical platforms, generating more than $12M in OEM off-the-shelf and private-label revenue.
• Strengthened the innovation roadmap by engaging top U.S. spine fellowship programs, ASC surgeon leaders, and KOLs to accelerate product validation and time to market.
• Provided access to a network of investor, lender, and strategic partner contacts to support evaluation of financing opportunities and capital access pathways aligned with strategic growth priorities.
• Participated in due diligence and leadership interaction during the Halma acquisition process by providing commercial context around market opportunity, channel structure, product positioning, growth prospects and market valuation.

Commercial leadership contributor for a €300M+ microsurgery business, supporting growth and EBIT performance through market development, launch execution, and surgeon-centered commercialization.

• Led commercialization of KINEVO 900, TRENION 3D, and intraoperative fluorescence, driving 40% revenue growth for the product franchise through KOL development, reference-site activation, field enablement, and account execution.
• Delivered 35%+ ASP uplift by packaging innovation into upgrade pathways supported by competitive positioning, value messaging, and clinical/economic justification.
• Partnered across a complex global matrix with segment leaders, business groups, and cross-functional teams to align priorities, resources, and operating cadence.

Built and led a downstream marketing organization supporting a $100M portfolio across Neuro/ENT, Spine, Dental, and Radiation Oncology.

• Helped drive Americas microsurgery performance contributing 38%+ of global microsurgery revenue and 15%+ revenue growth at the U.S. subsidiary during the period.
• Built and led a new downstream marketing team of 5 managers with a $5M budget following the post-merger integration.
• Designed and scaled KOL and resident education programs capturing 65%+ share of U.S. neuro resident and fellowship programs while strengthening next-generation clinician relationships.
• Led commercialization of intraoperative fluorescence platforms that expanded adoption in aggressive glioma resection and vascular neurosurgery workflows.

** Acquired by American Medical Systems **

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

** Acquired by Medtronic **

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.

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