Moh Thudor

PERSONAL PROFILE & CAPABILITIES
·           Proactive commercial leader with a 20 year track record of success in the global healthcare industry, bringing innovative Respiratory medical devices and diagnostics solutions to the global market and with a proven ability to meet aggressive revenue targets, specified deadlines and budgets whilst managing P&L.  
·           Demonstrated an ability to build international commercial functions, to identify and implement strategic partnerships and to develop global distribution networks for global corporate and SMEs.  
·           Successfully managed and developed businesses globally with annual revenues of up to £114 million. Led sales and marketing projects in the pre-hospital, hospital, community and home market sectors associated with global sales of over £500 million.  
·         Developed and launched world-class products with strong differentiation focused on improving healthcare outcomes in OR, ICU, A&E and homecare and community care environments and healthcare cost effectiveness. 
·         Successful track record of developing global KOL networks to capitalise on emerging therapies and clinical challenges with innovative solutions.  Effectively utilised these networks to develop clinical evidence and to obtain global clinical customer insights to accelerate product innovation and the application of products into clinical practice.   This included the development of health economics.  
·         A proven ability to create new markets in the medical devices sector by conducting thorough market research and analysis and effectively transforming customer needs and technology solutions into revenue generating businesses.  
·           Comprehensive understanding of R&D, Finance, Clinical, RA, QA, Operation, Manufacturing and Supply Chain processes and mind-sets.  A proven record of successfully leading cross-functional teams to maximise the potential of these areas of the business to achieve goals and milestones.  
·         Successfully motivated teams to complete complex tasks and set the vision to achieve company and shareholder goals.  Demonstrated success in team building and adding value within a range of business models and channels. 
·         Effectively developed broad and strong global networks in the Americas, EMEA and APAC with a focus on KOLs, and healthcare executives. 
·           Involved in private capital and internal investment funding by developing business plans, business cases, mergers and acquisitions due diligence for projects with budgets up to £8 million. 
·           An industry expert providing elusive market insights to investment firms to assist in making education decisions on investment, mergers and acquisitions

QUALIFICATIONS
Master of Business Administration (MBA)                              University of Otago  2003
Master of Engineering Studies                                                University of Auckland 1998

PROFESSIONAL EXPERIENCE
Visionary Medical Diagnostics Ltd (VMD)                                                       
Business Unit Adviser (Contract)                                                                     Feb 2020 – present
 
·           Providing different business discipline expertise to medical devices start-up company to implement market access strategy for end to end diagnostic solution.
·           Developing, formulating, and implementing commercial strategy for at regional and country level.
·           Providing global expertise on business development, R&D, market access, finance, and QA/RA
·           Acting as a successful ambassador while representing the company externally and present to potential investors, funders, partners, and senior management of major companies. 
·           Establishing and developing relationships with governments in England, Scotland, Spain, Italy, UAE and KSA to develop customised e- Health frameworks/solutions for different countries and verticals.
·           Developing and implementing re-branding and marketing communication
·           Identifying and negotiating regional and national agreement with partners in EMEA and APAC.
 
everSens Medical (Spain)                                                                               
Chief Executive Officer (Maternity leave cover)                                               Jun 2019 – Feb 2020                                                                            
·           Provided leadership to a start-up bio marker respiratory devices company (spin-out from the University of Navarra) to implement growth strategy and a transformed the culture from technical orientated to commercial and marketing orientated. Demonstrated first class corporate responsibility.
·           Developed, formulated, and implemented commercial strategies to maximise the value of everSens Medical.  Worked closely with the Board and senior management to provide strategic guidance and direction, and support strategy implementation.
·           Developed and implemented innovative R&D roadmap on non-invasive clinical diagnostics systems through detection pf exhaled biomarker to continuing its position as a leading innovator,
·           Monitored and managed closely cash flow, financial performance and balance sheet targets.
·           Led-by-example management style. Managed Senior management team, provided coaching, career development and monitored performance.
·           Acted as a successful ambassador while representing the company externally and present to potential investors, funders, partners, and senior management of major companies.  Raised €3M in 9 months.
·           Developed and implemented re-branding and marketing communication
Identified and negotiated regional and national agreement with partners in EMEA and APAC

Global Medtech Marketing Consultancy Ltd (Global) 
Managing Director (interim)                                                                             Sep 2014 – present                                  
·           Managing Director of medtech marketing consultancy specialising in global marketing and business development.  The company is dedicated to assisting medical device and life science companies to penetrate the global marketplace, increase sales, improve business performance, increase market share and resolve the marketing and business challenges of the client.
·           Helping clients to succeed with their new business ventures.  This includes product & business initiatives that span from idea generation and concept development to market testing, commercialisation, implementation processes, management and phase-out. 
·           Assisting SME in preparing VC pitches (including the development of business plans) and in identifying potential VC resources.
·           Assisting clients in developing and implementing channel to market.                                                
·           An industry expert providing elusive market insights to investment firms to assist in making education decisions on investment, mergers and acquisitions.
·           Completed projects for investment firms contributing to their due diligence for investment, mergers and acquisitions..
  
Circassia Ltd (UK)                                                                                               
Senior Commercial Director/Business Unit Director                                       Oct 2016 – Dec 2018
Americas, EMEA and APAC
Major achievement
 
·           Exceeded annul sales (£12M) with double digit growth (17%) YOY in 2017.  Exceeded the 2018 sales budget with 4% and growth 15%.
·           Developed and implemented commercial strategy in the existing and new market.  This includes establish Direct Sales Operation in Italy, India, France and Distributor channels.
·           Established and built overachieved international distributor management team by selecting and hiring talents up to Director Level.
·           Developed and executed business plan for the international markets.  The plan used gap and market analysis which identified areas of opportunities and weaknesses in the distributor’s markets.
·           Developed strong relationships with distributor partners in Americas, EMEA and APAC through an effective team management and relationships.
·           Successfully negotiated a 10% price increase and achieved double digit growth in the key markets (Japan, Denmark, Sweden, Australia and Benelux). 
·           Developed regional expansion plans into new markets (Mexico, India, Indonesia, South Korea, Thailand and Malaysia).
·           Successfully negotiated a Supply Chain Agreement with Panasonic and a regional Distribution agreement in Spain, Portugal, South Korea and Taiwan  with Thermo Fisher
 
 
Key responsibility
 
·           Reported to the CEO, partner with senior management to determine the overall commercial strategic direction for Circassia in the various European and RoW markets.
·           Hired, developed and led team up to a Director level. This include Sales, Marketing, Medical Affairs, Market Access and Reimbursement and training. 
·           Led and built the Circassia European and RoW commercial operations organisation by recruiting, retaining, developing and inspiring top talent.
·           Held the overall management responsibilities for the European/RoW commercial organisation in meeting corporate goals and objectives.
·           Implement strategic and operational plans; drive the successful submission, access/reimbursement and launch of current and future products.
·           Assist in the identification and evaluation of all new business development opportunities and partnerships outside of North America and contribute to wider corporate development activities as needed.
·           Represent the European/RoW Commercial function on the company’s global Commercial team to ensure all strategic and operational Commercial decisions are accurately and optimally considered.
·           Cultivate a strong and effective partnership with the Chief Executive Officer as well as cross-functional relationships and communication with internal peers, consultants and vendors, to create synergies that lead to meeting and exceeding functional and company goals.
·           Develop and lead negotiations and relationships, in conjunction with other Circassia functions where appropriate, with stakeholders within National Governments, Regulatory Authorities, HTAs, Patient Groups, Key Opinion Leaders and other external relationships within Europe/RoW.
·           Effectively represent the company on Commercial issues outside of North America in external settings, including at conferences and in public forums as required.
 
 
 
 
 
 
 
 
 
 
 
 
 
Medtronic  (United Kingdom)                                                                          
 
Vice President – Global Sales, Marketing and Clinical                                    Jul 2012 – Jul 2014


Major Achievements


·           Achieved year on year growth of 50% in financial year 2013 and 2014. This was as a result of developing and executing commercialisation strategies for new products and organic growth in mature and emerging markets.
·           Contributed to the success of the company’s VC (Expansion) application by developing a comprehensive business case. 
·           Successfully executed 8 international product launches targeting healthcare professionals in pre-hospital, A&E, OR and ICU.
·           In partnership with the KOLs, developed heath economic tools showing clinical evidence on reducing hospital stays and therefore hospital costs.
·           In partnership with the KOLs, identified, established and managed clinical studies in the USA, Europe and APAC. The clinical evidence from these studies was used in heath economics tools.
·           Developed and implemented a successful regional expansion strategy, which increased revenue and established the Aircraft Medical footprint in 50 countries worldwide.  This was achieved by establishing partnerships with new distributors in EMEA and APAC while establishing and developing partnerships with existing distributor networks.
·           In partnership with the KOLs, identified, established and managed clinical studies in the USA, Europe and APAC. The clinical evidence from these studies was used in heath economics tools.
·           Increased global awareness of Aircraft Medical’s brands by developing and implementing an effective marketing communication strategy. This included sponsoring regional and local conferences in America, EMEA and APAC (ASA, ESA, Arab Health). Also included conducting workshops for clinical professionals and advertising.
 
Key Responsibilities
 
·           Reported to the CEO, provided commercial leadership and led a remote global team of 3 sales, marketing and clinical professionals.
·           Developed and implemented global sales, marketing and clinical marketing strategies to ensure targets for growth and profit were achieved. This included corporate positioning, competitive analysis, customer segment selection, go-to-market and penetration plans and related product positioning. These strategies targeted hospital and pre-hospital markets.
·           Worked closely with key members of the cross-functional senior management team to deliver new products in order to secure long-term competitiveness and growth projections.
·           Developed, managed and expanded distributor networks in the Americas, EMEA and APAC.
·           Established, developed and worked closely with global KOL networks to capitalize on emerging therapies and clinical challenges with innovative solutions and enhanced use of clinical evidence of Aircraft product portfolio.  Leveraged global clinical customer insights to accelerate product innovation and the application of the products and services into clinical practice. This included health economics.
                                                                                                                                                           
Smiths Medical (United Kingdom)                                                                                Jan 2008 – May 2012
 
Senior Global Product Manager
Senior International Manager                                              
 Major Achievements


·           Provided Centre of Excellence leadership for Respiratory Care franchise that resulted in growth of 12% and generating revenue of £240M in 4 years. This was as a result of developing and executing marketing strategies for new products and organic growth in mature and emerging markets.
·           Successfully developed and executed global launch plans for 10 products covering Humidification, Bronchial Hygiene and Lung Expansion portfolios.
·           Successfully achieved approval for internal investment for projects with budgets up to £8 million.  This was achieved by developing thorough business plans. 
·           In partnership with the KOLs, developed heath economic tools showing clinical evidence on reducing hospital stays and hospital re-administration and therefore hospital costs.
·           Effectively expanded the regional Respiratory Care business into EMEA, APAC and South American markets.
·           Established Smiths Medical as a clinical expertise in Respiratory Care.  This was achieved by continuing education activities to enrich the healthcare professional’s contributions to quality healthcare.
·           Increased Smiths Medical and Portex® product and brand awareness which was achieved by developing and implementing a marketing communication strategy.  This included sponsoring regional and local conferences in America, EMEA and APAC, (AARC, ERS, APSR, and Arab Health). Also included conducting workshops for clinical professionals.
 
Key Responsibilities
 
·           Developed, communicated and implemented the 5 year global marketing strategy to ensure aggressive growth targets were achieved year on year in hospital and homecare markets.
·           Reported to the Global Vice President (Marketing).  Provided strategic marketing leadership and managed high performance Global Product Managers and Assistant Product Managers. Also, provided strategic marketing leadership for 10+ Regional Sales, Marketing, Distributor and Business Development Managers in Americas, EMEA and APAC.
·           Drove NPD cross-functional teams in the UK and the USA in order to secure Smiths Medical’s long-term competitiveness and growth projections.
·           Centre of Excellence leadership – managed global portfolio development, product pipeline and roadmaps.
·           Developed and executed new product launch plans.  This included full marketing mix implementation, market priority plans, advertising, promotion, global pricing strategy to maximize growth, increase market share and maximise margins.
·           Provided business direction to the regional marketing teams and increased their market awareness of key clinical/market trends in major markets around the world.
·           Managed and led the commercialisation of the product portfolio and lifecycle strategy.
·           Developed and managed the marketing budgets and defined metrics and success criteria/ROI for all marketing programmes and activities.
 
ResMed  (Australia)                                                                                                     Aug 2004 – Jul 2007
 Senior Global Market Manager  Global Product Manager     

Major Achievements

·         Developed and executed go-to-market strategies for new products and organic growth that drove exceptional business growth 330% in diagnostics business and contributed to the patient interface unit’s FY05 and FY06 Global revenue of £92 million, £114 million respectively, representing a YoY increase in FY04/FY05 of 43.8% (£28 million) and in FY05/FY06 of 24.4% (£22.4 million).
·         Successfully developed and implemented launch plans for market-leading medical devices such as Apnelink™ portfolio Mirage Quattro Full Face, Swift Full Face Mask, Ultra Mirage Full Face Mask (Non Vented) and disposable hospital Full Face Masks.
·         Established and developed new business/market for the ventilation and Sleep Disorders markets.
 
 
Gallagher Group   (New Zealand)                                                                                 
 
Senior Product/ Brand Manager                                                                       Jul 2002 – Jan 2004
  Major Achievements
 
·         Provided strategic and commercial leadership to the regional marketing teams and distribution networks resulting in an 8% and 13.5% growth with turnover of (£89K and £101K) in year 2002 and 2003 respectively.
 
Fisher & Paykel Healthcare  (New Zealand)                                                             
 Product Developer                                                                                           Sept 1998 – Jun 2002
 Major Achievements
·         Successfully transformed customer needs and technology solutions into revenue generating businesses. This was achieved by conducting thorough market research in ICU, ED and wards and developing and launching market-leading active humidification systems for invasive and non-invasive ventilation, Oxygen and CPAP therapies.
·         Secured new business opportunities by developing new markets.  This was achieved by working closely with global KOLs to develop High Flow therapy.  
·         Positioned the new humidifier in the global market through a successful marketing and communication strategy.
Gained 20 international patents, which led to the development of market-leading medical devices for Obstructive Sleep Apnoea and