Lina Gutiérrez

Conducted market assessments to identify high-potential markets, define the relevant portfolio offering, analyze the value chain, and pinpoint potential clients.

Executed marketing strategies for selected segments, including trade shows, specialized publications, and promotional material development.

Led the development of a marketing concept to effectively showcase our product portfolio.

Directed R&D and regulatory efforts to generate data enhancing portfolio profile and performance.

Responsible for the distribution channel. Define product portfolio based on profit, sales volume potential, and product life cycle facts.

Develop strategies and tools for sales managers to measure business performance helping to identify and maximize sales opportunities.

Collaborated with the pricing team to implement periodic actions based on customer type, product category and geography to maximize margins.

Defined the product portfolio and selected new products for launch based on market fit and growth needs. Optimized the portfolio by adding regionally relevant materials and discontinuing legacy products considering lifecycle and revenue performance.

Collaborated in the design and implementation of the digital transformation strategy of the medical division impacting educational services, communications and marketing.

Develop the 5 year- go to market strategy to increase brand awareness, engagement, and increase lead generation.

Led the product management team, optimizing performance to achieve strategic business objectives.

Directed business intelligence to analyze competitor market share and managed the CRM to align the opportunity funnel with demand planning strategies.

Directed business management for hospital medical devices, overseeing annual sales, marketing, and CAPEX budgets ensuring strategic alignment with corporate objectives and technical services capabilities.

Led the national sales and promotion team, overseeing staff recruitment, conducting regular talent reviews, and driving team performance to achieve business objectives.

Developed and executed a strategic marketing plan by identifying high-impact promotional events and engaging key opinion leaders (KOLs) tailored to each technology. Led internal training initiatives to equip sales, promotion and technical service teams with expertise in product technology, competitive positioning, and market dynamics.

Responsible for defining the marketing strategy for the Immunology and Clinical Chemistry product lines, which accounted for 60% of local IVD business sales.

Drove the strategy for participation in key medical associations, alongside the identification and engagement of KOLs for high-value assays, to strengthen influence and market positioning.

Designed and implemented value-added programs for key accounts and distributors, integrating strategic business reviews, product training, and market trends updates.

Developed and executed internal training programs for the sales team, designed to enhance product expertise, provide competitive insights, and strengthen strategic market positioning to drive business growth.