Hoiho Care

Directing the growth of a Startup company with full P&L responsibility.

Director General

Spearheaded the collaboration of marketing/sales, clinical applications, and service senior executives to create a comprehensive strategic plan, resulting in exceptional business growth and increased market share.
• Successfully integrated two businesses, Diagnostic Systems and Preanalytical Systems, consolidating a $57M USD P&L and optimizing resource allocation through strategic redeployment according to people strengths 
• Achieved an outstanding leadership approval rating of over 95% in GPTW 2022, reflecting strong leadership and effective people development practices.
• Led a team to establish the first centralized Microbiology automated laboratory in Latin America for a government healthcare system, positioning the organization as a pioneer in the region.
• Significantly improved operating margin from $15.4M USD to $30M USD and return on sales from 27% to 37%, demonstrating strong financial acumen and strategic decision-making.
• Successfully enhanced customer value by implementing pricing strategies, resulting in a 20% increase in prices to withstand inflation while maintaining customer satisfaction.
• Implemented market shaping initiatives, positioning HPV as the primary screening method for Cervical Cancer, driving market adoption and expanding revenue opportunities.
• Transformed the sales and marketing organization into an omnichannel structure, fostering brand loyalty and driving seamless customer experiences.
• Oversaw revenue growth from $57M USD in 2019 to a projected $82M USD in 2023, demonstrating the ability to drive sustainable business expansion.
• Promoted and developed talent within the organization, resulting in up to 10% of direct reports earning promotions to higher positions, further strengthening the team's capabilities.

Director Integrated Diagnostic Solutions.  Mexico, Central America & Caribbean

Led and managed two business units, Diagnostic Systems and Biosciences, with full accountability for two P&Ls, as well as oversight of Sales, Marketing, Applications, Customer Experience, and Service functions.
• Encouraged the development of managers and created a psychologically safe environment, fostering a culture of accountability and collaboration within the teams.
• Enhanced team leadership abilities by employing a multiplier approach, resulting in increased motivation and guidance for fellow leaders.
• Directed the management of a $46.4M USD P&L for the Diagnostic Systems and Biosciences business units, driving momentum through the implementation of robust strategies and the retention of top talent.
• Played a vital role in nurturing strong associations among various business units, expanding the reach of the Life Science division by successfully incorporating a third business unit into the sphere of influence.
• Successfully compensated for a decline in the Mexican market by achieving an impressive 30% growth in the Central America and Caribbean regions.
• Implemented effective initiatives to boost the microbiology business within the Diagnostic Systems unit, resulting in a significant 16% growth.

Director Diagnostic Systems & Biosciences

Led and managed the Diagnostic Systems P&L as well as oversight of Sales, Marketing, Applications, Customer Experience, and Service functions
• Developed and launched impactful strategies to expand customer experience, resulting in consistent double-digit business growth within a three-year timeframe, while effectively managing expenses.
• Collaborated with a Six Sigma specialist to coordinate installations and applications, achieving $200K USD in cost savings within the first six months of operation.
• Optimized sales resources and increased focus on key products, driving a remarkable 42% growth in top-line revenue and a significant 155% increase in profit.
• Successfully grew the HPV & Molecular Diagnostic business from $2.4M USD to $4.8M USD, positioning the organization as a leader in the market.
• Restructured the indirect sales channel by reducing the number of partners from 50 to 20, prioritizing relationships with top distributors to maximize market impact.
• Drove rapid growth and effectively managed a profit and loss (P&L) statement worth $20 million USD in 2016, growing it to $28.4M USD in 2018.

Director Diagnostic Systems

Dräger

Lead sales and marketing team to achieve sustainable growth and increase customer experience
• Launched a comprehensive market segmentation initiative, establishing Dräger's value proposition tailored to specific customer segments at the care area level. This strategy drove a remarkable 12% business growth in the academic segment.
• Successfully introduced the SPIN & Miller Heiman strategic selling program, implementing follow-up mechanisms to professionalize the sales force and foster a psychologically safe environment, resulting in improved sales performance and customer relationships.
• Achieved an exceptional 50% growth in 2014 and a notable 10% growth in 2015, two pivotal years in Mexico's Healthcare industry, demonstrating the ability to excel in challenging market conditions.
• Enhanced the go-to-market approach by leveraging insights into people strengths, market trends, and specific customer segments, resulting in optimized strategies and increased market penetration.

Director Comercial

GE Healthcare

Lead GE Healthcare Mexico equipment sales force to achieve double-digit growth. Develop and find new distributors. Develop key talent pipeline 
Key Accomplishments: 
- Doubled the business in the last two years
- Grew flow business 150% in the last 3 years
- Keen eye for talent. Tripled the organization
- Created the go to market framework for the plan to win that served as a global best practice.  Divided the business by different customer types and selected leaders with specific growth traits to lead those verticals. Those specific businesses grew 123%
- Gained 7 points of market share from competitors
- Successfully lead the Mexico GE Healthcare transformation.  An initiative designed to change GE Healthcare go to market from Silos to One GE Healthcare 
- Launched the all-out company to company key account management approach that served as the base key account management approach for the rest of  Latin America 
- Member of the first Xcellerate team. Xcellerate is a global 2 year program to develop GE Healthcare future leaders.  190 global top talent individuals in the senior professional band based worldwide.

Led the Diagnostic Imaging Sales Force in Mexico.  Develop the new distribution channel strengthening the sales force and putting in place the right managers with the desired to win.  Motivated, coach and successfully navigated through the recession repositioning the company to win in Key Accounts, government and territory managers.  Grew the business more than 20%

Diagnostic Imaging Sales Manager

Coached and led the 4 service sales managers in the north part of Latin America. Changed the way we went to market by matching customers and sales managers profiles. Separated the long, mid and short cycle business to have better focus and produce better results and grew the business by 17%

Service Sales Manager

Owned the GE Healthcare Service Business in Latin America.  Provided new service contract offerings to gain market share against third parties, follows some key accoumplishments: 
- Launched programs that delivered 7% top line growth and  16% bottom line growth
- Developed and launched new service products by market segments, targeting and positioning. As a result, contract penetration rate grew from 20% to 25% in low end segment
- Increased operating margin by managing the entire service product mix and adding value to our service offerings.  As a result, contracts annuity increased from 70% to 80% of the revenue mix.

Service Marketing Manager

I am a sales and marketing executive with a track record of delivering exceptional results through effective people development, driving organizational transformation, and proficiently managing profit and loss. I consistently exceed financial targets by leveraging my extensive expertise.
My strength lies in maintaining a strong external focus and fostering collaboration not only with customers but also with various internal and external stakeholders. This enables me to align the company's objectives with the specific needs of customers, resulting in long-term success.
I possess an adaptive mindset and possess the ability to connect strategic goals with a compelling purpose. This approach fosters commitment, stimulates innovation, and empowers me to implement organizational changes and effective go-to-market strategies.
Creating a culture of vulnerability and psychological safety is a priority for me, as it allows me to build highly productive and cohesive teams. This inclusive approach has been validated through achieving a remarkable 95% leadership approval rating in GPTW 2022 and facilitating the promotion of up to 10% of my direct reports to higher positions. I take pride in coaching my team, not only in professional areas but also in their personal lives. I firmly believe that to be high performers, individuals need to develop key areas of life, including mental, physical, social/emotional, and spiritual aspects.
I am a dedicated learner, continuously seeking knowledge through various channels such as books, YouTube, Harvard Business Review, Audible, and Master Class subscriptions. I am committed to implementing the latest and most effective ideas for both personal and professional growth, drawing inspiration from experts in the spiritual, mental, physical, and emotional arenas.
In my previous role, I honed my skills in omnichannel marketing and sales strategies, successfully implemented a transformative channel management initiative, and handpicked top talent for critical roles. Furthermore, I focused on market shaping by thoroughly understanding the needs of government stakeholders and their respective environments.
Key Areas of Expertise:
• Excellent public speaking skills, capable of captivating audiences
• Proficient negotiator with a proven track record of closing deals
• Talent developer through effective coaching and mentoring practices
• Proven expertise in P&L management
I am excited to contribute my wealth of experience and passion for growth to an organization that values excellence and embraces innovation.

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