INTEGRATING ACQUISITIONS

THE OPPORTUNITY

A small medical device company was acquired by Covidien who later was acquired by Medtronic. This meant two rebrands in three years, multiple layoffs, and multiple senior leadership and process changes. Additionally, the business was switching to a consultative sales approach. Likewise it was “crossing the chasm” to target early adopters, continuing to launch new products and services, trying to improve the brand’s reputation in the market, globalize, get the procedure covered by insurance, and was facing an uphill battle to change the stigma of lung cancer while uniting disparate internal and external stakeholders.

MY WORK

• Negotiated brand standards and trademark rationalization

• Managed patient and customer research

• Developed and deployed a unified global business narrative across the Americas, EMEA, and APAC regions

• Trained cross-functional teams on the new brand and why it matters

• Wrote messaging playbook

• Ensured global brand compliance

• Directed all creative

• Launched multiple products

• Developed and ran cross-functional editorial board

• Created multi-year communication strategy and plan

• Guided PR strategy and execution

• Helped design user interface for software and graphics for hardware

• Co-led global market development strategy

• Analyzed communication metrics and adjusted accordingly

• Managed multiple creative teams