7th Digital Marketing for Medical Devices West -

7th Digital Marketing for Medical Devices West
April 23 - 25, 2018
San Francisco, CA

The Leading Event Series Providing Medical Device Marketers With Strategies and Actionable Insights to Connect With Customers in a More Meaningful Way

Faculty – 7th Digital Marketing for Medical Devices West


Peter Alexander, Ph.D.
Director of Digital Marketing, IRHYTHM TECHNOLOGIES

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Professor Alexander has over 30 years of successful marketing and sales management experience in medical devices, transportation, pharmaceuticals, consumer products and retail. Since 1995 he has specialized in digital marketing strategy and is adept at using a company’s digital presence to drive sales leads, create loyal customer relationships and build effective B2B and direct-to-consumer marketing campaigns.

He has co-authored the books Internet Marketing Tips For Busy Executives and Money Isn’t All That Matters, written several articles in national publications including Technology Business, InformationWeek, Marketing News, Human Resources Executive, and Sales & Marketing Excellence, and published the research dissertation Electronic Word of Mouth Communication: Factors that Influence the Forwarding of E-mail Messages which earned him a Ph.D. in Business Administration from Trident University International. Previously, he earned his B.S. and M.B.A. degrees in Marketing Management from the California State University system.

Professor Alexander currently serves as the Director of Digital Marketing for iRhythm Technologies, a cardiac medical device leader, where he has successfully implemented content management systems, sales enablement, and marketing automation platforms.


Kumar Bala
Marketing Manager, MEDICAL DEVICE COMPANY

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Kumar Bala is a global marketing and product management executive with 18 years of experience focused on the concept to commercialization in the biotechnology, diagnostics and medical device industry. Currently, he is a Marketing Manager for Next Generation Gene Sequencing at Integrated DNA Technologies based in Redwood City, CA. Prior to this role, he managed the cataract surgery portfolio at Carl Zeiss Meditec. Additionally, he has held senior roles at Qiagen, MP Biomedicals, USDA, Illumina, Bio-Rad Laboratories, Millipore, GEHC, Invitrogen, and Pioneer-DuPont.

In these roles, he has have managed global business segments and marketing programs including developing the product strategy and lifecycle management resulting in increased product adoption and revenue growth. This relates to development and launch of instruments, consumables, and software for drug discovery, immuno and molecular diagnostics and cataract surgery. During this period, he has published 13 peer-reviewed scientific articles and has obtained 2 patents. His academic credentials include graduate degrees in Global Marketing & Finance (Drake University), Immunology (University of Mississippi Medical Center), Biochemistry (Madras University) and as well as certifications from Harvard, Kellogg, Haas business schools and Cornell University.


Tomi Barton
Senior Vice President, Marketing, GAME READY

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Tomasina Barton is the Senior Vice President of Marketing for CoolSystems, Inc., the manufacturers of the Game Ready® injury treatment system, based in San Francisco Bay, California.

Originally from Yorkshire in England, Tomasina graduated from Birmingham University’s top-ranking School of Sport, Exercise and Rehabilitation Sciences with a Bachelor’s Degree. During college, she also served as Captain of the Women’s Soccer and Basketball Teams.

She began her early career working in the Sports Industry as a Health Club Manager in London, before returning to college to study at the post-graduate level for a Corporate Education qualification and a Masters level degree in Marketing at Cambridge Marketing College.

This led to a 10-year career in Global Business Management with The Bemis Company, a $4 Billion flexible packaging manufacturer based near Chicago, which manufactures supplies for Consumer Products, Medical and Healthcare Industries.

At the mid-point of her career with Bemis, she was promoted and sponsored for a green card with the company and relocated from the UK to the USA in 1999.

In 2011, Tomasina relocated to California, where she joined Game Ready® as part of their Management Team. She has been there 6 years and is now responsible for Marketing, Product Management, Education and Patient Care teams, as well as being Deputy to the CEO.

Tomasina spends her leisure time driving racecars on the track and her boat in San Francisco Bay. She lives with her partner Philip in Lafayette, California and they enjoy visiting Tomasina’s family together over in the UK.


Kristie Burns
Chief Marketing Officer and Business Development, CALA HEALTH

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Kristie Burns is the Chief Marketing Officer for Cala Health. She has held several strategic marketing leadership and business development roles with a global medical device leader, ResMed, and with biotechnology pioneer, Advanced Tissue Sciences(ATS). While at ResMed, she led dental sleep business as the Global General Manager and the $1B sleep business as the VP of Americas Marketing Solutions. She ran business development for the cardiac portfolio at ATS. She brings 20+ years of medical device and digital health experience to Cala Health. Kristie started her career with 5 years in health care consulting with LBA and HCIA. Kristie has a master’s of science in Executive Leadership from the University of San Diego, a business degree from the University of Kansas, and specialty courses at Kellogg School of Management.


Merrill Collier
Global Marketing Manager, CLARET MEDICAL

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Merrill has worked in global marketing, sales, training in the U.S. and internationally for 30+ years. He combines award-winning medical marketing and neuroscience-based strategies to create measurable solutions that advance outcomes, revenue and profitability. Merrill has published over 15 articles and is most recently helping Claret Medical launch and expand a digital marketing and direct-to-patient and caregiver campaign to spike demand for a highly innovative cerebral embolic protection device. He believes the right digital marketing mix is mission-critical to shine the attentional spotlight on the need, evidence and stories to boost adoption of a transformative therapy.


Donna Collins
Vice President of Global Marketing and Business Development, ELIXIR MEDICAL

Patricia Correa
Director, Developer Marketing, Google Play, GOOGLE INC.

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Patricia Correa is the Global Director of Developer Marketing at Google Play. Her team focuses on helping apps and games developers around the world, to create engaging and useful products, successful mobile businesses and reach global audiences. Patricia has over 20 years of experience in marketing. Prior to Google Play, Patricia led Android marketing for Latin America and consumer marketing for Google in Brazil. She also held roles at Nokia and Symbian leading platform marketing, Baker Mckenzie leading legal marketing, and Samsung, leading mobile hardware marketing. She was shortlisted for a Cannes Cyber Lion for the Color Plus City campaign in 2013. A proud native of Brazil, Patricia holds an MBA from Imperial College, London, and a BA in Social Communications from FAAP, Sao Paulo. A geek-at-heart, Patricia believes in using technology as a force for good.


Debbie Donovan
Director, Communications and Corporate Identity, ENDOGASTRIC SOLUTIONS, INC.

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Debbie Donovan is a medical device digital marketer focused on developing revenue-generating digital marketing programs for medical technology companies that include the integration of social media strategy.

Currently, Debbie is the Director of Communications and Corporate Identity at EndoGastric Solutions. Previously, she was a Director of Marketing at Avantis Medical Systems and established a robust digital foundation for Third Eye Colonoscopy. At Intuitive Surgical she was the Senior Manager focused on market development programs and e-marketing initiatives supporting Gynecology and Oncology surgery specialties. In addition, she has experience serving Ob/Gyn, Orthopedics/Spine and ENT physicians at Conceptus, Kyphon and Somnus. Her expertise is in developing effective strategies and leading teams in marketing communications, public relations and event programs.

Before heading to the client side, Debbie began her career at marketing communications and public relations agencies. She holds a BA degree in public relations journalism from the University of Southern California. She also lectures at UC Extension courses and is an active member of the International Association of Business Communicators, Silicon Valley Chapter (IABC-SV).


Susan Felke
Senior Manager of Content Management, ILLUMINA

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Susan Felke is the Senior Manager of Content Management at Illumina. As the business owner of the sale enablement tool, she drives processes and tools to enable teams with content. She continually learns about and evolves solutions to support a global, regulatory, and digital environment.

Her goal is to enable teams quickly with content in context. The sales enablement tool at Illumina has won numerous accolades, including 2016 SiriusDecisions Content Strategy and Operations Program of the Year and 2017 PM360 Sales Aid. Outside of work, she enjoys international travel, staying active, and sampling wines from around the world.


Sam Glassenberg
Founder and CEO,
LEVEL EX

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Sam sets the vision for Level Ex and its products. He has spent his entire career leading teams and companies at the cutting-edge of the video game industry. Sam’s mission is to unleash the latest visual effects and engagement methodologies from the video game industry into the field of medicine. Before Level Ex, Sam was CEO of the leading independent game publisher in Hollywood, acquired by Playtech (PTEC) in 2016. Under his leadership, the company created award-winning mobile games for tens of millions of players based on popular films, including The Hunger Games and Mission: Impossible. Earlier in his career, Sam led the DirectX team at Microsoft and was responsible for pushing the visual limits of video games across the industry. His team’s graphics work at Microsoft resulted in a prestigious Technical Emmy for their contribution to the state-of-the-art in interactive entertainment. Sam established his roots at LucasArts working on leading games for Star Wars films.

Over the last decade, Sam has leveraged his game development expertise to pioneer the creation of award-winning medical simulations. These training tools have attracted hundreds of thousands of users and garnered support from top academic hospitals.

Sam’s name is featured on several technology patents, popular video game titles, and he has been the recipient of numerous industry awards. He currently sits on major video game and technology advisory boards, including Intel and Microsoft. Sam holds an M.S. in Computer Science, Graphics from Stanford University, and a B.S. in Computer Engineering from the University of Illinois.


Steve Goldsmith
Vice President of Marketing, SANOVAS, INC.

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Steve has over 30 years of Advertising, Sponsorship, Funding Creative Production, PR and Media Buying for Internet, Radio, TV, Out-of-Home and Print, Product Launches, Integrated Marketing, International Corporate Events, and Tradeshows.

He has held Executive Level Marketing, Product Development and Sales positions at Caribiner International, TBAGlobal, PGI, CMS, BigBook, iBEAM Broadcasting, and has run his own ad agency. He served as President of The Product Placement People. Inc., President of SwitchGenie, Inc, and has broad experience as a TV Producer, Magazine Publisher, Music Producer, and Performing Jazz Artist.

His clients have included Hewlett Packard, Intel, Yahoo!, National Semiconductor, McKesson, Siemens Medical Solutions, Applied Materials, StorageTek, Cadence Design, MGM, Sony Entertainment, United Artists and the Donald Trump Network.

Duke University ’76, University of Miami. ’79


Vasey Hargreaves
Director of Marketing, INTERSECT ENT

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Vasey leads the Marketing Operations group at Intersect ENT, a medical company dedicated to advancing the treatment of ear, nose, and throat (ENT) conditions through innovative, localized drug delivery technology. Her rockstar team is responsible for Digital and Consumer Marketing, Marketing Communications, Public Relations, Sales Education, Tradeshows and Physician Engagement. The team’s focus is driving education and awareness about the company’s unique drug-eluting sinus implant technology to physicians and patients. Vasey has been at Intersect ENT for four years. Prior companies include Abbott Vascular, Boston Scientific Neurovascular (now Stryker) and Ventrica (acquired by Medtronic). She received her bachelor’s in biology from Stanford University and a dual Master of Public Health (MPH) and MBA degrees from UC Berkeley.


Jon Hermie
President, DEVICEPHARM, INC.

Jennifer Heth
Senior Manager of Public Affairs, Diabetes Care, ABBOTT

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Jennifer Heth joined Abbott in 2017 to help lead the approval and launch of Abbott’s revolutionary glucose monitoring system, the FreeStyle Libre, in the U.S. Developing and implementing a comprehensive, integrated communications program was instrumental in driving unprecedented, widespread awareness among media, people with diabetes and the healthcare industry overall. Jennifer also led the online influencer efforts and worked with key bloggers to share content and messaging about the FreeStyle Libre system and its groundbreaking technology across their communities. She recently received Abbott’s Chairman’s Award, the company’s highest honor, in recognition of her contributions.

Jennifer earned a bachelor’s degree in public relations from the University of Southern California in Los Angeles.


Breanna Hunt
Senior Marketing Manager, NEVRO

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Breanna Hunt is an experienced marketing and analytics leader based in the Silicon Valley. Having worked as a consumer marketing professional across highly regulated industries she has a unique understanding of how to reach customers across both digital and offline channels.

She currently focusses on driving patient awareness of HF10® Spinal Cord Stimulation for Nevro. Here she’s able to leverage a deep channel expertise along with analytical capabilities to drive adoption and utilization of their products.

Breanna received her bachelor’s degree in marketing from Cal Poly San Luis Obispo and you can connect with her on LinkedIn where she shares industry information and the latest marketing insight.


Omar M. Khateeb
Neuromarketing Strategist

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Omar Khateeb is based in Silicon Valley-based and develops marketing strategies for disruptive medical technologies using neuromarketing and digital strategies. He has worked at two publicly traded surgical robotic companies through their IPOs as well as successfully co-founded and launched a fashion inventions company.

He currently consults and advises medical device, pharma, and biotech companies on social media and digital strategies that influence adoption and utilization of their products.

You can connect with Omar on LinkedIn, Facebook, Instagram, Twitter, or SnapChat as he shares industry knowledge and the latest marketing strategies out of Silicon Valley.


Christina Kirby
Marketing Director, OPTOVUE INC.

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Christina has more than 15 years’ experience in medical device marketing and is currently responsible for the marketing strategy and implementation at Optovue, Inc. Prior to joining Optovue, she spent seven years at SynergEyes, Inc. and also held product marketing roles at Spinal Elements, Ascension Orthopedics, Kinetikos Medical, Inc. and Zimmer Dental. Christina received her bachelor’s degree in marketing from the University of Georgia and her MBA from Old Dominion University.


Michael Krachon
Vice President of Sales and Marketing, ISORAY

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Michael L. Krachon brings more than 20 years’ experience of progressive growth in sales and marketing in the medical industry. Mr. Krachon joined Isoray in March of 2016 as Vice President of Sales & Marketing. Mr. Krachon was previously employed by C.R. Bard Inc., since 2001, and was a key member of the Bard Urological / Bard Medical Divisions which developed brachytherapy devices and delivery systems for the U.S. and international markets. He was the leader of the brachytherapy commercial team, which grew to be the global brachytherapy market leader.

Mr. Krachon assisted in the business unit’s strategic planning, development of the international business segment and creating and delivering the international product launches which resulted in market leadership across Europe, Japan, and Africa. Mr. Krachon has been instrumental in successfully supporting the industry through congressional lobbying efforts to re-establish reimbursement codes for brachytherapy. He served as Chairman of the Coalition for Advancement of Brachytherapy from 2009 to 2016 and has been recognized as a national speaker for brachytherapy by the industry. Mr. Krachon received a B.S.E. in biomedical engineering from Duke University and an M.B.A. from the Goizueta Business School at Emory University.


Wendy Lund
CEO, GCI HEALTH

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Wendy joined GCI Health as Chief Executive Officer in 2010 and is responsible for setting and carrying out a vision for the agency. Seven years later, GCI Health was recently named North American Healthcare Agency of the Year for the 3rd time, Global Healthcare Agency of the Year for the 2nd time and also won the distinction of being awarded Best of Best Place to Work in May 2017 from The Holmes Report.

Wendy has dedicated her entire career to healthcare communications and marketing. With almost 30 years of healthcare communications and marketing experience, she puts patients at the center of everything she does.

She has worked with a diverse group of pharmaceutical, biotech, medical technology companies globally and in the U.S.; on a corporate level and across a variety of disease categories from the most serious and rare diseases to those affecting millions of consumers (like heart disease, cancer, and diabetes). She thrives on partnering with clients to solve the most difficult communications challenges they face.

Wendy also has many years of experience working on pre-approval and launch programs for a variety of treatments in highly competitive categories.

Wendy spent the first 13 years of her career in the non-profit industry as VP of marketing at Planned Parenthood Federation and VP of marketing at the National League for Nursing and has worked with a variety of health network and programs targeting professionals.

Wendy was named one of MM&M/PRWeek’s top 50 Health Influencers in 2016 and 2017, PRWeek’s True Women Champions of PR, was inducted into the 2016 and 2017 PR News Class of Top Women in PR and was named a finalist for the 2016 PRWeek’s Agency Professional of the Year.

She is on the executive committee of PRSA’s Healthcare Academy and serves as conference co-chair for ExL Pharma Public Relations & Communications Summit.

Wendy has a Master’s degree in history from New York University and studied abroad in London.


Elaine McGhee
Marketing Manager, Customer Solutions, RESMED

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Elaine McGhee has spent the last 16 years in upstream and downstream marketing roles for Fortune 500 medical device companies in San Diego. For over a decade at ResMed, the global leader in connected care and respiratory devices, she has managed the commercial launch for 30 flagship products, B2B, and B2C campaigns. Her experience spans Product Management, Integrated Marketing Communications and Market Management. She is also the founder of ResMed’s first employee resource group, Thrive, a professional networking group for women.


Reena Mishra
Director, Product Marketing, SI-BONE, INC.

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Reena Mishra, Senior Director of Marketing, VisionCare Ophthalmic Technologies

Reena Mishra joined SI-BONE in 2016 and has over 15 years of marketing management experience in medical device companies in both high growth and development stages. She currently leads SI-BONE’s outbound marketing team, with a specific focus on direct to patient and digital marketing initiatives. Prior to joining SI-BONE, Reena held various marketing positions with VisionCare Ophthalmic Technologies, Pivot Medical (acquired by Stryker in 2014), Spinal Modulation (acquired by St. Jude in 2015) and ArthroCare Corporation (acquired by Smith & Nephew in 2014).

Reena holds an MBA from Santa Clara University, an M.A. in Kinesiology from San Jose State University, and a BA in Kinesiology from Occidental College.


Mike Moeller
Head of Marketing — DSS Americas Region, MEDTRONIC DIABETES

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Mike is a Marketing professional committed to transforming healthcare through building strong businesses and brands.  Over his 20+ year tenure in Pharmaceuticals and Medical Devices, Mike has built expertise in introducing new healthcare innovation into the market through a variety of roles in R&D, Finance, Operations, Field Sales, Managed Care & Marketing.  Mike currently serves as the Americas Regional Marketing Lead for Medtronic Diabetes Service & Solutions business, a $750M+ business focused on developing value-based healthcare solutions that transform diabetes management.  Mike’s work primarily focuses on downstream marketing of a unique combination of consumer technologies, glucose sensors, intelligent analytics, and digital coaching platforms to commercialize behaviors change solutions that efficiently improve patient self-management and outcomes.  When not earning new business, the team is focused on retaining customers be delivering excellent customer service for the ongoing diabetes supplies.


Rob Muller
Digital Marketing Manager, Strategy and Communications, ROCHE DIAGNOSTICS CORP.

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Robert Muller, Digital Marketing Manager, Strategic Affairs, ROCHE DIAGNOSTICS CORP.

Rob Muller is responsible for all digital content and social media profiles in North America for Roche Diagnostics Corporation. He currently sits on Roche’s North American and Global Social Media Boards, and is a former social media chair at the American Diabetes Association.

In 2012, industry peers named Rob one of the world’s “Top 10 Social Media Innovators” in healthcare (PharmaPhorum.com).

A refugee of the music industry, he remains a voting member of the Grammys (National Academy of Recording Arts & Science) and publisher of Pale Yellow Music (ASCAP).


Taylor Pearson
Brand Manager — Aesthetic Business Unit, NESTLÉ SKIN HEALTH

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Taylor Pearson is a Brand Manager in the Aesthetic division of Nestlé Skin Health, a global leader focused on meeting the world’s increasing skin health needs with a broad range of innovative and scientifically-proven products. Throughout her marketing career in the pharmaceutical industry, Taylor has led many initiatives aimed at connecting hard to reach patients to experienced physicians through engaging, customized solutions. In her current role managing aesthetic injectable products, she balances physician marketing efforts with digital consumer content to educate and build relationships between brands, patients, and providers.


Jeff Quon
Manager, Digital and Consumer Marketing,
INTERSECT ENT

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Jeff leads market development, digital marketing and patient education activities at Intersect ENT. Prior to Intersect ENT, Jeff helped lead the direct-to-patient market research and digital strategy for Abbott’s bioabsorbable coronary stent. He also has project management and healthcare consulting experience at Techflow, Inc. and Accenture. Jeff received his bachelor’s degree in economics from UC Berkeley and his MBA from the University of Michigan, Ross School of Business.


Leslie Stephens
Vice President Global Market Access, HEARTFLOW

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Leslie Stephens has responsibility for global market access and reimbursement strategy and initiatives at HeartFlow. In this role, she is focused on ensuring patient access and payment for FFRCT.

Leslie worked previously at Abbott Vascular, where she served as director, Market Access for the coronary and endovascular businesses. Other roles at Abbott Vascular included director, Global Marketing, DES and BVS with responsibility for development, launch, messaging and marketing strategy for the DES and BVS product lines. Leslie joined Guidant Corporation’s Vascular Intervention business unit in 2000 as Global Product manager, Atherectomy, and was named to positions of increasing responsibility, including senior analyst, Market Intelligence; group manager, Marketing Communications; group manager, Global Metallic Stents; and director, Global Core Products. Her initial business experience included program management, scientist and associate scientist roles for SmithKline Diagnostics in Palo Alto, Calif., and a research and development role at ChemTrak in Sunnyvale, Calif.

Leslie holds a bachelor’s degree in Biology from Kenyon College, Gambier, Ohio; and an MBA and Master of Public Health from the University of California at Berkeley.


Sam Talya
Global eCommerce Lead for Health Systems, PHILIPS

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  • Evangelise omnichannel commerce within Philips Health Business and Market organizations
  • Strategize online monetization options for medical devices and propositions, and work the global technology/product managers to deliver solutions
  • Support omnichannel customer ordering, engagement and digital marketing approach for all market organizations
  • Lead deployment of transformation program in each market to step-up B2B online sales in Medical devices/propositions, including changes in operating model and way of working

Kevin Tausend
Head of Marketing, BIOTRACE MEDICAL

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Kevin Tausend has over 25 years of experience in medical device product management and marketing. He is currently Vice President of Marketing at BioTrace Medical Inc., an interventional cardiology start-up. Previous leadership roles have included SinuSys Corp., ArthroCare ENT (acquired by Smith & Nephew,) Dorland Global Health Communications (acquired by Huntsworth PLC,) and LASIK innovator VISX Inc. (acquired by Advanced Medical Optics, now part of Johnson & Johnson Vision.) Kevin holds a BSME from the University of Rochester, an MBA from Santa Clara University, and is currently pursuing an MS Health Informatics degree at the University of San Francisco.


Nathalie Tremblay
Senior Director of Marketing, KINOVA

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Nathalie is a transformational marketer. She has witnessed legacy companies shift into the digital realm, helping companies bridge their multichannel strategy into a cohesive plan that targets clients at all stages of the buying journey: from search to sale, loyalty to retention. After years in the B2C landscape, Nathalie is taking on the tech space, leading the marketing strategy for Kinova. At Kinova, Nathalie executes all initiatives related to Kinova’s branding and marketing, leveraging her 15+ years experience in the digital space to bring Kinova’s products and messages to the forefront. A leader, motivator and communicator, Nathalie plays an integral role in shaping the company’s positioning as an innovative disruptor in the robotics space.


Clay Wilemon
Chief Executive Officer and Chief Strategy Officer, DEVICEPHARM, INC.

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