Strategic, hands-on medtech marketing leader, blending boardroom vision with creative execution to launch category-defining products and elevate brand impact.
My Background
Known for transforming brands, launching seven category-defining products, and leading marketing programs that deliver results and transform companies. Experience in combining big-picture strategy with hands-on skills in design, digital, and content. Equally confident in the boardroom or behind the camera, with deep creative expertise and a proven ability to turn vision into action.
Strategic Marketing & Product Launches
Launched multiple medtech products (OMNI, SION, Cyclo G6, MicroPulse P3, Mynx, and others) across U.S. and international markets—from strategy to field execution.
Developed comprehensive go-to-market plans, including positioning, segmentation, pricing, messaging, and training tools.
Built go-to-market frameworks and supporting content for both capital equipment and disposable products.ver the last five years, I have built strong relations with hundreds of physicians and dozens of vendors and media partners within the ophthalmic community.
Brand Development & Corporate Identity
Led full corporate rebrands at Cordis, Iridex, and Sight Sciences, and product family updates across visual identity, tone of voice, and brand architecture.
Created cohesive design systems and brand guidelines applied across websites, packaging, IFUs, and sales tools.
Hands-On Execution & Creative Production
Skilled in Photoshop, Illustrator, InDesign, Figma, Final Cut, and photography.
Designed hundreds of brochures, booth graphics, sales aids, ads, web assets, and animations.
Shot and edited testimonial videos, product videos, and photography for web and print.
Managed corporate websites and digital content strategy (WordPress, Squarespace, HTML/CSS basics).
Personally manage and create content for corporate social media channels across LinkedIn, Instagram, YouTube, and more.
Public Relations & Executive Communications
10+ years managing PR strategy, media relations, agency coordination, and media coverage.
Drafted press releases, articles, investor communications, and ESG reports.
Partnered with C-suite on earnings calls, strategic messaging, and brand transformation.
Content Creation & Demand Generation
Produced 300+ assets, including videos, blogs, web pages, emails, animations, and social posts.
Generated 400% increase in demo requests and 3x web traffic growth through campaigns.
Built content pipelines with KOLs and sales teams to feed campaigns with real-world insights and success stories.
Education & KOL Engagement
Developed peer-to-peer education platforms: symposia, seminars, webinars, wet labs, and white papers.
Cultivated KOL relationships and coached speakers for podium events and video features.
Cross-Functional & C-Level Collaboration
Collaborated with R&D, Clinical, Sales, and Regulatory on product development, launch planning, and messaging.
Worked with CEOs, CFOs, and boards on investor decks, branding, and corporate positioning.
Digital, Social & Event Strategy
Scaled social media from 1,700 to 25,000+ followers and monthly impressions to 50,000.
Expanded email reach from 1,000 to 15,000+ and increased web engagement through targeting.
Managed up to 80+ tradeshows, webinars, and events annually, leading a shift to in-house production for greater agility.
Budget & Team Leadership
Managed budgets of $5M–$6M while delivering strong ROI across campaigns and content.
Built and led marketing teams of 2–4 and managed agencies, vendors, and freelancers across creative disciplines.
Education
MBA • Santa Clara University • 2019
BS, Business • San Jose State • 2007
Professional Experience
Sight Sciences | Sr. Director of Marketing
Iridex | Director of Global Marketing
Cordis | Marketing Comm. Manager
Innovar Marketing | Founder
SV Education Foundation | Marketing Manager
Diamond Systems | MarCom Manager
Outside of Work
Proud husband and dad of two
Big fútbol (soccer) aficionado
Committed to fitness and staying active
Passionate about travel and exploration
Constantly reading and learning
