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Click here or scroll down to respond to this candidateCandidate's Name , PhD, MBA, MT(ASCP)Head Product Management Global Marketing Strategy Business Development AI & DiagnosticsNewark, DE PHONE NUMBER AVAILABLE EMAIL AVAILABLE LINKEDIN LINK AVAILABLEProfessional OverviewSenior product management leader with proven ability to plan, build, launch, and manage a world-class diagnostic and AI SaaS and MdaaS digital solutions pipeline. Responsible for long-term strategic product portfolio prioritization, design, planning, and execution. Adept at building new marketing teams inspired to drive initiatives that redefine brands and deliver ROI through tangible strategies that result in brand visibility, revenue growth, and excellence in customer experience. Versatile change agent adept at encouraging buy-in at all levels of an organization, leveraging extensive industry know-how and communication skills to enable collaboration.Areas of ExpertiseProduct Management & Launch Excellence Business Development Assay Development & Regulatory RequirementsCross-functional Team Leadership Negotiation & Due Diligence Portfolio Management / Market RequirementsMarket Research & Competitive Analysis Go-To-Market Strategy Sales Enablement Content, Training, CoachingDiversity, Equity & Inclusion Leader Empathetic, Passionate Leader Social Media, Content Development, AnalyticsClinical, Regulatory & UX/UI Studies Sales and Revenue Growth Lead Gen, Account Based & Channel MarketingProfessional ExperienceDanaher Beckman Coulter Remote and Brea, CA 01-2022 - PresentHead Strategic Product Management, Business Development & Global Marketing for Diagnostic Digital SolutionsDevelop clinical strategy and global product roadmap for over 17 AI/ML digital healthcare solutions with 10-year expected revenue of over $665 millionClinical Advisory Council member tasked with aligning digital product roadmap across 5 major Danaher operating companiesIdentify companion diagnostic synergies with laboratory diagnostic solutions to deliver against Danahers >$23.9B goal and strategic launch plan to win Performance Partnerships at major healthcare institutionsIdentify and implement new business partnerships and M&As with healthcare providers, biotech, pharma and other diagnostic companies to accelerate and expand adoption of AI/SaaS/MDaaS solutions for rapid digital transformation and accurate clinical decision-making across disease states, including cardiology, oncology, sepsis, respiratory infections, renal, and Alzheimers / dementia. Key member conducting due diligence for acquisition of StoCastics TriageGO from Johns HopkinsResponsible for maintaining 10-year Master Priority List (MPL) for leadership and team alignment of strategic direction, product status, timeline, go-to-market plans, and cost vs. revenue generation. Continuous auditing of compliance and of payer coverageCommission studies with OSG, GLG, BSG, TLGG, etc., key opinion leaders, clinical consultants, and target customer base to validate value propositions, product claims, positioning, pricing, and placement and align promotion, deployment, and implementation strategies to ensure seamless adoption.Continuously execute market analysis to identify existing and emerging market trends, opportunities, and challenges and vigorously measure key performance indicators to guide marketing initiatives and programs/change management to drive customer adoptionPartner with Global Commercial Sales and Marketing Leaders to maximize go-to-market strategy and product profitabilityEstablish a marketing team to enable the new sales organization with a launch plan inclusive of sales tools, training programs, customer and channel-centric marketing campaigns, and promotional materialsExecute thorough competitive analysis of needs, customer insights, pricing, payer reimbursement, supply chain requirements, and organizational infrastructure requirements in high-growth key market segments (Middle East, Singapore, South Korea, Brazil, etc.)Effectively manage P&L for product pipeline within the digital solutions business unit and implement detailed marketing budgetSiemens Healthineers Malvern, PA and Remote 10-2018 12-2021Head Global Marketing and Strategy, Digital Health SolutionsDeveloped and implemented multi-product marketing plans to address customers digital health needs for population health strategies, clinical decision support, patient engagement, workflow optimization across imaging, including pathology, and Atellica systemsEnabled go-to-market strategies for AI software (AI-RAD and AI-Pathway Companions, teamplay) to improve precision medicine, diagnostic accuracy, and care practices in oncology, cardiology, neurology, infectious diseases with expected revenue of >$254M globallyLed global oncology marketing stream, positioning entire product portfolio (imaging, lab/POC, and IT) along lung and prostate oncology disease pathways, serving as differentiators for Performance or Value Partnerships pursuing population health initiativesCollaborated with KOLs, clinicians, C-Suite, and associations such as ASCO, HIMSS, etc., in the development of clinical content, peer-to-peer discussions, focus groups, advisory roundtables, and position papers on the clinical utility of key product capabilities while also influencing disease management and best-practice guidelinesEngaged payers, associations, and the Medical Imaging and Technology Alliance (MITA) to develop AI-driven best practices requirements for FDA submission of AI-based technologyContributing member of Varian acquisition team aligning AI solutions to Varians oncology suite of productsDrove initiatives to maximize impact and ROI of marketing campaigns, account-based marketing initiatives, and clinical, operational, and financial impact awareness campaignsSiemens Healthineers Malvern, PA 2013 - 2018Senior Director, Strategic Marketing and Clinical Affairs Laboratory, Imaging and Digital HealthExecuted cross-portfolio global and regional marketing initiatives towards >$16B revenue achievementAnalyzed impact of reimbursement reduction (e.g., PAMA), policy, and regulatory trends on customer base across business lines (Lab, POC, Imaging, IT); created customer-specific cost savings Strategic Outcomes program as countermeasureEstablished diagnostic consulting business line based on Dimension, Aptio and Atellica performance; program conctept adopted by Enterprise Services, including processes implemented in operational cost reduction measures (internal and customer-focused)KOL, author, and speaker on payer models, reimbursement, value-based healthcare, and population healthLed team of MDs, PhDs, lean-certified clinical experts, and marketing professionalsExecuted over 40 clinical studies for launch of major diagnostic platforms and 30+ new assaysBecton Dickinson Diagnostics Sparks, MD 2011 - 2013Global Senior Product and Marketing Manager Molecular DivisionManaged global go-to-market strategy, launch plan and market development of partner assays on BD MAX molecular testing platform to attain the $150M estimated 5-year growthServed on the Center for Medicare and Medicaid advisory board for healthcare reform and policy for payer coverageDeveloped HEOR models to demonstrate patient outcomes and economic impact of molecular testingViracor-IBT (EURO-FIN) Laboratories Lee Summit, MO 2010 - 2011Global Marketing Director Molecular TestingImplemented molecular/immunology laboratory marketing strategy with a five-year $200M revenue goal, positioning lab for successful EURO-FIN acquisitionEstablished KOL pipeline and marketing strategy to drive molecular testing adoption among transplant and specialty physiciansOrasure Technologies, Inc., Bethlehem, PA 2007 - 2010Global Marketing DirectorImplemented business strategies towards growing $87M ORAQUICK portfolio of oral fluid-based substance abuse testing (SAT), human immunodeficiency virus (HIV), and hepatitis C virus (HCV) point of care (POC) marketNegotiated Roche partner contract for the commercialization of 11 pain management automated oral fluid-based laboratory assays with an annual revenue potential of $35MDade Behring Glasgow, DE 1998 - 2007Marketing Manager and Clinical Affairs Senior Specialist, Syva and DimensionEstablished $150M strategy for the Dimension immunosuppressant drug monitoring portfolio with 11%+ growth to $132MExecuted over 40 clinical marketing studies for launch of major diagnostic platforms and 30+ new assaysCedars Medical Center and Deering Hospital (University of Miami) Miami, FL 1992 - 1998Chief Medical TechnologistResponsible for Chemistry, Immunochemistry, Specialty laboratory testing and Quality Control PlanEstablished SAMSHA regulated laboratory testing for Drugs of Abuse, offering testing to public service providers and DOTEDUCATIONDoctor of Philosophy in Public Health EpidemiologyEpidemiology of Chronic Diseases and Population HealthWalden University Minneapolis, MNMaster of Public HealthWalden University Minneapolis, MNMaster of Global Business Management & MarketingUniversity of Phoenix Tempe, AZBachelor of Science, Medical Laboratory TechnologyMount Sinai School of Medical Technology Miami, FLBachelor of Science, Clinical Biochemistry (Pre-Medicine)Barry University Miami Shores, FLLANGUAGES: Native English and SpanishCERTIFICATESLicensed Medical Technologist State of FloridaAmerican Society of Clinical Pathology Certified as a Laboratory Medical Technologist in all US StatesCertified Practitioner Product Launch ExcellenceDanaher Business Systems (DBS)Mastering Leadership Program / Emotional IntelligenceVoice of Customer (VOC) & Analytics CertificationAnna Ricci Coaching Womens Leadership & MentorshipLEADERSHIPDelaware Valley HIMSS Chapter (DVHIMSS)Board of Directors and Treasurer 2021 - PresentCo-Chair of Programs Committee 2021 - presentCo-Chair of Board Selection 2023 presentAssociation for Diagnostics and Laboratory Medicine (ADLM)2013 Board Organizing Committee Annual MeetingAssociate Resource Group (ARG)LatinX Leader involvement, speaker and mentorASSOCIATIONS:HIMSS, AIMED, ADML (formerly AACC), ASCO, ASH, CHIEF Women Executive Member, Clinical Lab 2.0, Executive War College, HLTH/VIVEJOURNAL ARTICLES AND WHITE PAPERS:Romero, L (2021). Contributing author to Siemens Healthineers response to the European Commissions Plan on Lung Cancer InitiativeRomero, L. (2020). Digital Health: Enabling the post-COVID-19 transition in imaging.Romero, L. (2020). Digital Health: Enabling the post-COVID-19 transition in cancer care.Romero, L. (2020). Telehealth and clinical decision support: Ideal synergy for patient-clinical engagement.Romero, L. (2018). Sustaining the business of lab testing beyond PAMA & reimbursement cuts. Medical Laboratory Observer (MLO), 50 (2), 40.Romero, L. (2017). Navigating the highways of PAMA, lab test utilization, and fee-for-value. (Siemens White-Paper)Romero, L. (2016). Diabetes: The current state of affairs from a population management view. Medical Laboratory Observer (MLO), 48 (8), 12-20.Romero, L. (2016a). Laboratory testing reimbursement: Rescue me! (Siemens White-Paper)Romero, L. Siemens. (2016b). PAMA survival 101. |
