Craig Lippincott

Leveraging my diverse experience in medical devices & robotics, I offer insights, strategies & perspectives on business modeling, sales & marketing, product & market development to small start-ups through large corporations seeking an expert opinion on potential opportunities & pitfalls. My strategic & operational experience in product development through commercialisation processes allows me to lead required projects not just in the conceptualisation phase, but also in the implementation to ensure success.

Sales executive leading teams responsible for robotic capital equipment sales & service, including the integration of the Mako start-up operations into the European operations of Stryker Corp. - Drove IB from 8 to 20+ systems in Europe as a result of recruiting, coaching & managing capital sales team in European region for Mako robotic systems, incl. indirect sales channel - Maintained the highest regional installed base utilization as a result of recruiting, coaching & managing support teams for Europe

- Manage & perform direct sales & marketing activities in Europe & Latin America - Manage & support distributors in Italy & Turkey - Establish distributor relationships in target countries - Evaluate & recommend countries/markets for entry in territory

Responsible for the product definition, development and launch of stereotactic robotic orthopaedic therapies. Scope covers cradle-to-grave management of the robot, software, implants and instruments required by the orthopaedic surgeon. Additionally, managed Product Management department of 2 product managers and one Technical Writer. * Directed product launch of next generation stereotactic orthopedic robot and bone-conforming bicompartmental knee implant system intended to contribute over $30MM in 2009.

Manage a US$34M portfolio of cervical spinal implantable products. Plan, manage & execute product launches & new product development projects. • Developed & executed customer retention program to win back surgeons. Regained 63% of “lost” customers & 89% of “lost” revenue. • Launched dynamic anterior cervical plate, increasing unit sales five-fold in the dynamic segment. • Spearheaded sales rep incentive programs resulting in ROIs above 630%. • Managed “Device Correction” in field to over 300 surgeons.

• Developed market entry & launch strategy for MRI-safe pacemaker, various pacing leads & internet-based patient monitoring. • Strengthened tactical marketing focus to grow revenue 34% (11% over market rate). • Led global supply chain project team to correct disruptions for product line – reduced product backorders over 60%. • Built physician advisory board of 16 European & Middle Eastern cardiologists & cardiac surgeons, which resulted in one pending patent submission.

Proposed new business solutions utilizing current technology and convinced prospective customers to set up trials for review. Engaged telecommunication service providers to understand their current and future business needs. • Set up a US$ 25 million cooperative project between three major British companies to trial a wireless internet access project. • Won company award for soliciting most sales leads at CeBIT (largest hi-tech trade fair in Europe).

Managed the Global Account program, including incentive planning, account targeting and planning. Led a team of 16 Global Account Team Leaders. • Developed and executed global account strategy with sales managers in our 16 European distributors leading to US $170M revenue in 1999 – 33% of company total revenues. • Consulted CEO on merger activities with Infonet Services Corporation, including implementation of business plan and redundancy exercise, which exceeded cost cutting goals by over 10%.

Responsible for implement the operational partnership with AT&T-Unisource Communication Services in sales and marketing processes. Designed and implemented process quality initiatives in the sales and sales support departments. Transferred to shareholder (AT&T-Unisource) in October 1997. • Established the sales and bid management processes & monitored the efficiency of the processes, resulting in 14% time reduction in bid development. • Provided English language support to the sales & marketing division.

Introduced new sales force discipline and tools to innovate typical pharmaceutical sales approach, which included planning and executing a sales force automation rollout to over 250 sales representatives. Additionally, provided strategic analysis to Finance Director during the merger process with Pharmacia. • Developed and implemented a micro-marketing strategy employed directly in sales regions, which resulted in 56% revenue improvement with approximately 15% less costs.

Sold integrated IT solutions to primarily banks, manufacturing facilities, and state government agencies. • Averaged over 150% of sales quota for three-year period. Achieved President’s Club in 1990-1992.

German language, International marketing management, European business management

German language, International Marketing, Economics