Bobby Morrow

Lead the #1 Endodontic business in North America with over 50% share. $200M Endo business selling directly to customers and through distribution channels. Launched the new TruNatomy root canal solution for dentin preservation. Worked closely with Key Opinion Leaders to align the clinical story. Trained and inspired 110 reps with customer facing messages and metrics. Responsible for 2,500 SKU portfolio and the product life cycle.

Responsible for the P&L of a $500M combined business selling through direct channels.  Worked cross functionally with sales, operations, finance, training, clinical education for three separate businesses and staffs.  Led 6 brand managers through an incredible company overhaul as we migrated to one corporate office vs. multiple locations across the nation.  Worked cross functionally to build the new Digital Transformation strategy (website, social, rewards program, etc

Responsible for all downstream marketing efforts and drove the strategic growth plans (Digital Efforts, Brand Efforts, Creative Development, Agency Relationships, Clinical Education and Sales Channel Messaging and Positioning).  Led (and followed) a 30 member marketing team.  Developed the managers responsible for market segments, digital, promotional and CE functions.  Promoted a culture that fostered team engagement.  Connected the downstream team with the upstream team to ensure we optimized our product portfolio.  Executed the National Key Opinion Leader Meeting with over 200 of the top Endodontists in North America.

Grew overall sales 9% from a PY by working cross functionally with internal stakeholders, disciplined sales processes, new marketing materials and by updating the company website.  My main responsibility was to lead a team of 7 Account Managers and 1 Customer Service Supervisor (who lead 3 Customer Service Reps) to generate leads and increase our value proposition.  As the the leader of the sales and marketing team, I had the responsibility for the customer experience. We accomplished positive experiences by creating a strong family culture that was thorough, committed, driven to learn, and enthusiastic about the customer.  Incorporated Lean techniques within the organization for continuous improvement to increase value for the customer by reducing waste within our operation.

Upstream leadership for file consumables for three companies: Maillefer, VDW and Tulsa Dental Specialties. Responsible for global leadership of a team of 5 brand managers based in Switzerland. Develop team for future growth opportunities within the company(two hires were promoted to senior positions) Partner with R&D for all new product development and KOL relationships. Launch at least two products per year. Lead customer needs analysis through qualitative and quantitative research.. 

2013 Enterprise Award winner for the best global product launch (ProTaper NEXT).  Grew Endo NiTi file brands 10% in 2012, 11% in 2013 and 1% in 2014 after a record 2013.  Responsible for leading and developing three brand managers.  Full P&L for the largest category in the division.  Responsible for up stream and down stream marketing efforts through a direct sales model.  Partnered with all functional areas to align strategies.  Lead cross-functional launch teams.  Work strategically with a direct sales force to create demand, increase awareness and drive market share for assigned product responsibilities.

2011 Enterprise Award Winner for the best global product launch (GuttaCore).  Turned a 6 year declining category into a growing business in 4 years (7% growth in 2011).   Worked closely with research and advertising agencies to understand market needs that inspired purchase decisions..  Responsible for upstream and downstream marketing with two brand managers.   Fostered strong relationships with clinicians; earning valuable third-party endorsements for the category brands.

Responsible for three brands (Exiss, Sooner & Miley) under one umbrella company.  Contributed in growing the business from $8M in 1999 to ~$65M in 2006.  Developed the strategic brand vision and strategies.  Managed a four person inside sales-team, and a three-person customer service/support staff.  Responsible for a $2.5 million marketing budget.  Managed all relationships with advertising agencies and sponsorship efforts.  Drove new product launches.  Developed sales enablement initiatives: marketing programs, collateral development, and product training.  Negotiated all media contracts and placements.  Measured consumer needs and loyalty through an internally developed customer satisfaction process

Led 200 employees (supervisors and sewing operators) with a piece rate compensation program.   Responsible for the profitability, efficiency and the quality in the plant.  Worked closely with process engineers on ergonomic processes, efficiencies, and plant production.  Built a strong network with other manufacturing departments (cutting, sewing, washing, sorting and distribution).

Marketing student of the year, NAIA Academic All American, Captain of the Varsity Soccer Team.