Georges Espada

Medtech Industry focused services in :

- Strategic planning design and execution, audit and mentorship.

- PMI Planning and due diligence on Sales and Marketing processes

- Board presentation design and support

- B2B Marketing Planning (Segmentation, CDJ mapping, Digital Engagement)

- Business Transformation & problem solving workshops, design and facilitation.

- Commercial excellence high impact sessions.

- Performance management coaching

– Data Analytics, processes and governance transformations programs

Brough on board to revitalize Agfa global Xray business, a declining legacy business of the brand into a growth engine creating bottom line value. Delivered 40% growth in 4 years, in a low single digit market decline, while Improving EBITDA x2. Achieved these results by :

1. Designing and Executing successfully a Strategy to scale and transform sources of business from boxes to solutions. increasing portfolio with value line of Xray rooms, introducing AI Software solutions and productivity services, revisiting the complete value chain from Industrial set up to Go to Market.

2. Building new performance rigor in commercial & Operations (Headquarter +Global Regions), while being accountable for the P&L to the Exco.

3. Leading a global Transformation programs in the areas of : Innovation, Geographical focus, Simplification of the operating model, Operational Excellence, Talent, Digital Transformation

4. Developing a culture of Continuous Improvement founded Data Centricity, building capabilities in Business excellence (OGSM, Hoshin, Kaizen, Pride Problem solving..)

5. Developing Alliances to increase innovation pipeline (2 alliances) market access (1 alliance) and Industrial footprint (1 alliance)

These actions were nested in a communication program : inspiring global teams on purpose and ambition, while detailing the plans to rally the organization for accountability. As well as developing Capabilities, elevating management teams to leadership teams, integrating functional external benchmarks in key value creators (Marketing, R&D, Manufacturing...), building new competences such as Digital, Transformation consultancy... Attracting new talents.

Oversaw the Global Sales and downstream Marketing of the Ultrasound division (1K+ FTE), with a mission to sustain leadership position in cardiovascular, while accelerating growth in other segments. Consistently delivered share gains year on year in a 6Bn$ market growing mid single digit over the period, and reinforced our leadership in Profits (40% of Global Market). Achieved these results by :

1. specific G2M programs to grow Top 5 global markets faster, consistently delivering double digit growth in China, APAC and LATAM.

2. Verticalizing our sales and Marketing customer facing infrastructures by clinical segments enhancing visibility and preference, through the activation of Digital Marketing and e commerce, while enhancing Clinical Key Opinion Leaders engagement.

3. Elevating Commercial Performance Management : Accountable for 17 Markets for Sales, Marketing and Customer Service. Transformed, processes, tools and governance of performance management. Introduced Daily Management & problem solving approaches supported by consultants in CoE.

4. Executing Transformation programs : delivering enhanced standardization and utilization of data to govern performance :

- Marketing Excellence with specific focuses on Portfolio launches and Regional digital Marketing plans.

- Business Performance Analytics with integration of CRM, Margin and P&L analytics.

- Sales Excellence focusing on increasing win rates and market visibility through inside sales leading to the roll out of a value prop knowledge / sales skill booster to the whole sales force (License to sell).

5. Commercially Innovating through business development of large scale / Multi year technology partnerships.

6. Developing the Global CoE (30 FTE) for Sales Support, Clinical Marketing, KOL Mgt. integrating new capabilities in Business Analytics and Digital Marketing. Part of the Leadership team of the BU, I was the interface between the BU and Markets leaderships in the Matrix organizational set up.

Selected to accelerate Global sales growth outside of North America and China & develop Marketing downstream organization. centrally. Addressed the mission with a double focus to See More of the Market and Win More in the addressed space. Delivered the ambition by :

1. Elevating the leadership talent of each market leader for Ultrasound, combining Sales, marketing and business development skills to own the business end to end. Renewed 10 of the 15 Regional Heads of Ultrasound.

2. Introduced OGSM strategic planning in geographies integrating Market Data Analytics and multi year plans to underpin the ambition definition, where to play and how to win.

3. Increased the operational rigor to ensure better alignment between Commercial Operations and Strategic plans, from incentives, marketing and pre sales activities, using CRM and Market Analytics dashboards to objectivize the performance management.

4. Created Marketing Plans and campaigns to support customer awareness and engagement in our coverage expansion approach, while using a centralized COE (10 FTE) with specialists to support our win rate conversion proving pre sales support and customer engagement events.

5. Innovated with the creation of Schools in Middle East and Africa, APAC to sell education services to increase scanning capabilities of Sonographers and Doctors

Mission: Turnaround uncompliant performance and Design/execute M&A process to sell the direct subsidiary to a local player. This mission was achieved through:

1. Performance Discipline : Turnaround of operational compliance to company policies. 2010 Audit outlined issues to address. End 2011 Audit confirmed that subsidiary had restored compliance to standard business processes and conducts.

2. M&A : Evaluated scenarios for the G2M in Morocco. Developed an onshore and offshore plan, presented to the board. Recommendation was to close our Direct Operations and externalize the business.

3. Post Merger Execution : Drove the transfer of Direct Operations and employees in Morocco to a local company, with the support of global M&A.

Mission: Grow double digit the Ultrasound Sales in the Emerging Markets of the EMEA Region. Build an organization both centrally and in the various regions supported. This was achieved through :

1. G2M and sales performance : covering up to 102 countries classified as Emerging Markets, focusing direct presence in Top 10 market. Sustained double digit yearly growth came with the combination of: clinical focus and coverage investments, dedicated sales force (direct or indirect) regularly trained (between 1 to 3 per year).

2. Channel Excellence: Appointed, terminated, developed > 85 channels during the period. Won the Philips World Quality Improvement competition in 2007 with an innovative methodology and tool to appoint, manage and review channel partners.

3. CoE in Clinical Excellence : we created of an EM Key Opinion Leader network and a Clinical Sales Support central team.

Mission : Grow double digit Patient Monitoring and Cardiac care in Russia, Eastern Europe, Middle East, Africa. This was achieved through 4 pillars :

1. Channel Management : 80% of the business was delivered by channel partners. Built partnership program involving Yearly product training, yearly marketing plans of the channel partners, funnel reviews, tactical must win deal support, tender support.

2.Sales Performance : Led the operational sales governance of the region, divided in bi weekly funnel review with direct countries and indirect regional sales managers. monthly forecasting, escalations and problem solving involving upstream teams in business unit.

3. Marketing engagement : Participated to regional tradeshows in Russia, Eastern Europe, Middle East and Africa, organizing the promotion of the solutions. Once a quarter, created a VIP visit in TOP 5 countries and where we built large scale business opportunities.

4. Building teams: Developed central and regional sales and clinical application teams, with a focus on three clinical segments: Operating Room, Intensive Care Units, and Emergency/Transport.

Mission: Generate growth through new sources of business needing Structured Financing / Turnkey integration.

Key Deliverables : Large Scale Project Sales i.e. Developed turnkey and financing offering to customers and channel partners in emerging markets as well as a network of consultants in donor countries (USA, Japan, Saudi, Spain, France, Holland, Germany, Austria). Grew this new source of business by 40% YoY.

Mission: FP&A of the Medical Products division & Project Financial Analysis.

Key Deliverables : FP&A, Responsible for executing Planning & Reporting calendar of Medical Division (budgets, forecasts, reviews…) for the EMEA Region. Member of global finance team. Developed an ABC model and an Oracle-based tool to transform corporate reporting into business reporting fitting the internal business organizations: Patient Monitoring, Cardiac Care, Ultrasound, Consumables, Services.