HELITH SOFER

Fort Worth, TX 76126 (Available for Travel & Relocation) Home: 817-377-2002 Cell: 817-307-7762 hsofer@gmail.com

DIRECTOR / VP OF MARKETING, CORPORATE STRATEGY & BUSINESS DEVELOPMENT

Specialized Expertise in the Healthcare / Medical Device Sector s

Executive Profile

Results-proven, internationally experienced strategist and leader of global marketing, business development, and product launch operations, teams, programs, and campaigns. Equally successful in startup, turnaround, and Fortune 500 environments, with an extensive career chronicled by commendations, accelerated advancement, and goal-surpassing results. Trailblazer, change-agent, and leader who excels in identifying untapped opportunities. Diagnose problems and implement innovative, cost-effective solutions to drive global expansion, #1 market share, and multimillion-dollar growth. Out-of-the-box thinker known for increasing productivity, elevating marketing/sales effectiveness, and minimizing costs. Expert trainer, mentor, and persuasive communicator who is adept in building lasting relationships, strong distributor/OEM/customer channels, and high-performance teams. Competitive Intelligence Brand Strategy & Portfolio Optimization Strategic Partnerships / Joint Ventures Innovation to Execution (I2E) Cross-functional leadership Teambuilding & Training

Key Skills

Business & Corporate Development Strategic Marketing & Communications Global Market Penetration / M&A Strategy Turnaround & High-Growth Strategies Product & Channel Development Public Speaking & Presentations

Career Progression

SYBRON DENTAL SPECIALTIES (SDS), a DANAHER COMPANY (NYSE: DHR) Orange, CA Fortune 500 developer/manufacturer of dental devices and consumables. VP Strategic Development, SDS Corporate Business Development, 12/10 to Present Promoted to lead overall front-end strategic development planning/execution for $1B subsidiary following goal-surpassing results delivered as marketing director for one of SDSs holdings. Manage and coach nine business unit leaders (GMs) and their respective teams to identify and capitalize on growth-accelerating business and market opportunities. Key Results: Optimized ROI of newly acquired technology company three-fold. Crafted unique, sustainable innovative dental workflow business opportunity with the potential to transform the dental industry, which is projected to generate $200M+ in revenues over the next five years. Commended for voice-of-the-customer (VOC) plans as well as strengths in defining business drivers through market share analysis, brand study, IP maps, and organizational assessment. Identified growth breakthroughs forecasted to outperform the industry growth rate by 50% in the next three years. Encouraged out-of-the-box thinking and innovative problemsolving by implanting tools to help teams think more creatively. Led in-depth root cause analysis, identifying issues causing organizational misalignment between plan and execution of past years strategic initiatives and implementing corrective measures addressing P&L, resource allocation, and competing priorities. Conducted bottom-up brand equity analysis of all individual business units to facilitate not only the #1 market share, but also the #1 spot in customer brand preference. Designed and executed shared resource services for brand studies and IP maps that saved more than $150K in expenses and shortened turnaround time by five weeks.

AXIS DENTAL CORP., subsidiary of SYBRON DENTAL SPECIALTIES Dallas, TX Global manufacturer and wholesaler of dental instruments. Director of Marketing, 4/07 to 12/10 Led all marketing strategies and initiatives (including product development roadmaps, MARCOM collateral, revenue and lead generation programs, clinical affairs, and market share maximization), with full P&L accountability. Managed nine-member team, reporting to company president.

HELITH SOFER
Career Progression
(Continued) AXIS DENTAL CORP., Key Results:

Home: 817-377-2002

Cell: 817-307-7762

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Championed three-year strategic plan that de-commoditized competitive environment, overdriving sales by 50% within first year to drive record-setting year-end revenues of $25M. Maximized marketing ROI while minimizing marketing spend. Cut annual expenditures in half, reducing annual marketing budget from $3M to $1.5M for three consecutive years while improving reach, response-rates, and results of campaigns. Innovated sales-driving promotional campaigns that catapulted top-line revenues and improved gross margin by 450 bps within 12 months. Overhauled company training modules and materials to deliver acclaimed, highly effective training programs for leadership and sales teams that are still in use today. Built a motivated, empowered, and accountable sales and marketing organization, reversing downward sales spiral and slashing rampant staff turnover from 50% to 15%. Managed all phases of the product lifecycle for both branded and private label products. Launched 12 new products within 18 months, exceeding sales goals by 140%. Architected first-ever comprehensive pricing strategy, resulting in 400% gross margin improvement and a $1.5M gross margin boost. Cultivated strategic relationships with vendors and led adept negotiations that added $2.5M to the bottom line. Developed proprietary sales predictability models with +/-1% accuracy.

SOFER STRATEGIC CONSULTING, LLC Fort Worth, TX Consulting firm specializing in growth strategies for healthcare and medical device companies. Principal & Owner, 10/04 to 8/07 Developed marketing and business plans for medical device and healthcare companies in the U.S. and overseas. Coached small business owners on market segmentation, product differentiation, and business positioning strategies to gain market awareness, revenue growth, and competitive edge. Key Results: Fueled 20% growth in patient flow and gross revenue (with correlating gains in market share) after equipping DFW orthopedic hospital with growth-enabling strategic plan. Created multi-tiered branding plan for specialized Dallas-area hospital, significantly increasing hospital brand recognition and improving market positioning. Developed marketing and business plan for new medical training facility in Dallas, elevating business from obscurity to establish strong competitive edge. Secured $18M in funding by designing unique contract between an Israeli medical device company and a U.S. hospital for the joint product development of an early-stage implant. Consulted on preparation of a business plan that secured initial Series A funding for a new medical implant device that firmly established startup company.

MAZOR SURGICAL TECHNOLOGIES LTD. Israel International surgical capital equipment and orthopedic medical devices startup. Vice President of Marketing, 8/03 to 7/04 Recruited to lead strategy and implementation of all marketing programs, collateral, and initiatives for innovative medical device startup. Developed marketing department and capabilities from the ground up, including website, marketing collateral, clinical papers, tradeshows, product launch, and all customer-facing brand awareness efforts. Key Results: Within six months of hire, identified, contracted, and established four major European and American beta and reference sites to support product launch of a new breakthrough technology (Mazors flagship SpineAssist Surgical Guidance System).

HELITH SOFER
Career Progression
(Continued)

Home: 817-377-2002

Cell: 817-307-7762

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Supervised in-house and outside marketing staff in creating company brand, developing all marketing strategies/materials, and leading all communication activities. Led the go-to-market of novel medical device product by negotiating international contracts throughout developed and emerging markets. Closed capital sales generating seven-figure revenues, establishing company as a leading innovator in spine surgery.

ORTHOSCAN TECHNOLOGIES LTD. Israel International orthopedic capital equipment medical devices startup. Director of Sales, 4/02 to 8/03 Managed ten sales territories across western and central Europe, leading a cross-functional team throughout the sales cycle (including pre-sales, contract negotiations, post-sale installations, and on-site training activities). Interacted intelligently and credibly with surgeons and managed/advised distributor channel to help them achieve their sales quotas and expand their customer base through ongoing training/presentations. Key Results: Negotiated international contracts with European spine distributors, securing cash-flow sustaining company for two years. Expanded companys revenues by over 15% (exceeding goal) and elevated product visibility by presenting at sales training meetings, industry tradeshows, and workshops. Supported product positioning by coordinating with Clinical Affairs and R&D teams and contributing to clinical/scientific papers as well as clinical protocols and studies. Gained extensive product management experience, demonstrating strengths in articulating product benefits/value to prospects using financial-based selling tools.

NDS LTD. (NYSE: NWS) Israel International, Fortune 500 turnkey software and hardware telecommunications company. Strategic Marketing Manager, 7/96 to 3/02 Established and remotely managed global competitive intelligence team, leading complex market research/analysis studies to enhance marketing effectiveness. Key Results: Formally recognized for outstanding performance through fast-track advancement. Promoted four times in six years from Market Analyst to Strategic Marketing Manager. Expanded employees and decision makers knowledge base by coauthoring internal book on interactive television (still in use today) that helped improve strategic planning objectives to drive the attainment of both short-range and long-term goals. Prepared three-to-five-year strategic plans and global go-to-market plans for European, Latin American, and Asia Pacific Rim markets, which directly led to 35% sales growth over two years (outperforming industry growth rate). Cultivated strong investor relationships as an active member of IPO launch team. Far exceeded expectations, with companys stock jumping 600% in six months.

Education Of Note

POLYTECHNIC NY UNIVERSITY Israeli Branch MS in Management, 2001 (GPA: 3.857/4) HAIFA UNIVERSITY Israel BA in Economics & Business Administration, 1993 Specialized Training & Committees: Strategic Planning; Problem Solving Process; Accountability Workshop; Knowledge Management Task Force; Patent Review Committee Awards: NDS Award for Outstanding Knowledge-Sharing Efforts, 2001; NDS CEO Award for Outstanding Customer Service and Support Foreign Language: Fluent in Hebrew LinkedIn: http://www.linkedin.com/in/helithsofer