Alastair McLeod
Rugby,Warwickshire
Summary
Accomplished and energetic business leader with track record of building successful teams in Medical Device and IVD (life science) businesses. Results-driven and tenacious, comfortable with working at global and regional levels on strategic planning and tactical execution basis, and driving product and communications teams. Commercially oriented with extensive experience of working with senior management and multi-disciplinary teams to deliver sales, profitability, market share and brand awareness objectives.
Overview
25
25
years of professional experience
Work History
Vice President Global Marketing
Erba Mannheim
London & Dubai
10.2018 - Current
- Built new Global Marketing team of IVD Product Managers, Digital & Marcomm Managers and Regional Marketing Managers to help achieve 20%+ annual growth objective
- Managed international team members across multiple regions (EU/EE, LATAM, MEA, ASIA, SEA) via remote and physical meetings
- Created product launch and lifecycle plans for diagnostic sub-segments including Clinical Chemistry, Hematology, Hemostasis, Immunoassay, Urinalysis, Molecular, Electrolyte, Diabetes (HbA1c) and lab data management (LIMS) systems
- Contributed to sales growth of 100% over 5 years by working with senior management team to produce product plans, budgets and promotional activities relating to growth objectives
- Introduced processes & tools to maximise launch impact, brand integration (house of brands to branded house), event management, product lifecycle management, CRM, market planning, corporate communications & strategic planning
- Launched 8 new products and 2 new sub-segment entries (molecular and LIMS)
- Initiated digital transformation of marcomms function with marketing automation platforms, new website and social media initiatives
Marketing Director, Wound Care Division
Smith & Nephew
Watford, Hertfordshire
03.2016 - 10.2018
- Strategic marketing of Negative Pressure Wound Therapy (NPWT) franchise within $750M Advanced Wound Care division, including portfolio development, business planning, launch excellence execution, VoC research, pricing analysis, KOL development and promotional planning
- Built new team to prepare launch of innovative wireless product into US, EU, Japan and Emerging Markets
- Directed ongoing market research that targeted key customer segments and used information to proactively adjust future marketing plans.
Global Clinical Services Director
ArjoHuntleigh AB
Houghton Regis, Bedfordshire
07.2012 - 09.2015
- New position within $850M Extended Care (ArjoHunteigh) franchise of Swedish Getinge Group, launched innovative digital assessment tools for consultative-based selling in 10 countries, generating incremental revenues of $20M+, growing at 100% pa
- Managed international team to strategize & launch outcome-based risk share services linking digital tools, clinical resources, and sales pipeline management systems resulting in project orders growing at 25% pa
- Recruited and managed clinical team to enhanced evidence portfolio by initiating 3 phase IV clinical studies in US and Europe
Global Product Line Director
ArjoHuntleigh AB
Houghton Regis, Bedfordshire
01.2007 - 06.2012
- Board-level responsibility for increasing profitability of 3 product franchises totalling $250M, worked with CEO, COO and CFO to increase EBITA >30% over 5-year period through product rationalisation and factory relocation to low cost countries
- Re-organised low-output R&D team (24 people) into NPD and product maintenance groups, and re-organised Marketing team (12 people) into upstream and downstream sub-groups, resulting in 2 launches per year and 10% CAGR sales growth
- Built 5-year product innovation roadmap following extensive VoC exercise & recruited new talent to sustain innovation process
- Launched 10 new products as part of 5-year strategic plan to expand geographic development and market share, and re-oriented marketing team to new digital platforms
Business Director
Huntleigh Technology PLC
Luton, Bedfordshire
01.2003 - 12.2006
- Member of Operations Board responsible for business development of $150M product line
- Sustained sales growth of product lines >10% CAGR over 4 years whilst increasing GM% by similar margin via customer-driven innovation, geographic expansion, and product acquisition
- Led team of 10 Product Managers plus Clinical Manager and Marcomms function in launching 10 product upgrades and gap-fillers
R&D and Clinical Manager
Huntleigh Technology PLC
Luton, Bedfordshire
07.1998 - 12.2002
- Managed 30-person R&D team on 2 sites producing medical devices for pressure ulcer prevention, DVT prevention and wound healing
- Created clinical team to support sales efforts and conduct trials of new and existing products
Education
MBA - Business Administration
Warwick Business School
Warwick1999
PhD - Medical Engineering
University of London
London1993
BSc (Eng) (Hons) - Engineering
University of Aberdeen
Aberdeen1987
Skills
- Team building and leadership
- Product planning and launch management
- Marcomm and digital management
- Strategic planning
- Marketing and sales management
- Global and regional business planning
- Medical device and life science business experience
Interests
I split my spare time between fathering my children, helping the local scout group, keeping fit (active cyclist) and building a stock portfolio for future growth. I also enjoy playing guitar, keeping up with management thinking and attending theatre.
Languages
English
Native
Timeline
Vice President Global Marketing
Erba Mannheim
10.2018 - Current
Marketing Director, Wound Care Division
Smith & Nephew
03.2016 - 10.2018
Global Clinical Services Director
ArjoHuntleigh AB
07.2012 - 09.2015
Global Product Line Director
ArjoHuntleigh AB
01.2007 - 06.2012
Business Director
Huntleigh Technology PLC
01.2003 - 12.2006
R&D and Clinical Manager
Huntleigh Technology PLC
07.1998 - 12.2002
MBA - Business Administration
Warwick Business School
PhD - Medical Engineering
University of London
BSc (Eng) (Hons) - Engineering
University of Aberdeen
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