Melinda Perjons

Thermo Fisher Scientific’s Immunodiagnostics Division is a global leader in allergy and autoimmunity diagnostics. I was accountable for internal and external communications and held the role of global cross-functional team leader of the newly created One IDD Downstream Marketing (OIDM) initiative. Together, we formulated and implemented the division’s OIDM model, and brand communications strategy, developing and executing global communications through various traditional and digital channels. I was promoted from Sr. Marketing Manager to Director. Formulated and implemented division’s downstream marketing model and brand strategy, developing and executing global external and internal communications through various channels.

Key Accomplishments:

• Led OIDM team to develop and execute division’s annual downstream marketing activity plan leveraging new marketing principles and collaborative processes
• Initiated and executed seasonal global digital campaigns for Allergy business resulting in a 10.5% YOY increase in 2021 and 8% increase in 2022
• Orchestrated successful Tier 1 Agency search and selection leading to estimated 25% annual savings to drive consistency in brand communications an d target group awareness
• Collaborated with colleagues across various functions and worked in conjunction with Boston Consulting Group to conduct Go-to-Market assessment to meet objectives stated in 5-year strategic plan
• Led team of 8 marketing and brand communication professionals

Awards:

• Received quarterly 4 iValue Intensity Award
• Earned honorable mention award for Best 360 global digital marketing campaign

Clas Ohlson is a sustainable home improvement and technology retailer. I oversaw external seasonal campaigns (in-store and e-commerce) as a member of the Commercial Leadership team.

Key Accomplishments:

• Oversaw external seasonal campaigns (in-store and e-commerce) as member of Commercial Leadership team
• Implemented two digital campaigns for winter and spring seasons
• Managed in-house agency of 15 marketing and digital advertising professionals

Ejendals develops and markets a wide range of products in the PPE (personal protective equipment) segment. In the role of Communications Director, I held responsibility for global external communications, aligning with ambitious objectives for global market expansion and achieving annual growth rates of 10-15%. I was promoted from Acting Manager to Director.

Key Accomplishments:

• Spearheaded change management initiative and reorganization of in-house agency team resulting in clear roles/responsibilities and structured framework for achieving brand consistency across all traditional/digital channels
• Implemented social media-focused digital marketing initiative to amplify brand awareness on owned channels resulting in 4% increase in engagement, 15% increase in time spent on site and higher frequency of employee share on social media
• Established global cross-functional forums to integrate Voice of Customer (VOC) insights into content creation and decision-making
• Led team of 10 marketing communication professionals

Oriflame is a global beauty and wellness company offering an extensive array of products. Serving as the Senior Global Brand Manager, I oversaw the skincare mass and value brand portfolios, significantly contributing to 70% of the category's revenue. In my previous position as the Senior Global Marketing Communications Manager, I managed brand communications for key categories, specifically skincare and wellness. I was promoted from Senior Global Marketing Communications Manager to Senior Global Brand Manager.

Key Accomplishments:

• Oversaw new product development and brand launches for 3 brand portfolios and line extensions across premium, mass and value portfolios
• Managed brand communications for existing product brand portfolios
• Led 2 Brand Managers and categories in-house agency team

Awards:

• Received Best 360 Marketing Campaign Award (team award)

NeoDynamics is an early-stage medical technology start-up focused on diagnostics and cancer treatment. As their CMO, I was accountable for the development of the commercial and brand strategy in preparation for the launch of their first flagship product for cancer diagnostics.

Key Accomplishments:

• Crafted company's brand platform and spearheaded creation of inaugural website
• Initiated research and development partnerships with physicians across multiple global healthcare organizations
• Collaborated with clinical and industry professionals to finalize EU Commission Horizon 2020 application

During a career transition, I had the opportunity to temporarily relocate to the US and support my family by assisting in the care of an elderly parent.

GE Healthcare Life Sciences division enables the advancement of biological research, therapies, vaccines, diagnostics, and imaging. As the Director of Global Marketing Communications, I was accountable for global external communications across diverse channels (traditional/digital).

Key Accomplishments:

• Led change in marketing communications and introduced new roles and responsibilities, governance, and cross-functional forums for proactive idea sharing between global/regional teams
• Spearheaded transition from centralized model to agile, global model resulting in 20% reduction in operational cost
• Repositioned and launched Life Sciences divisional brand platform and website
• Advised 15 global product launches
• Managed team of 21 marketing communication professionals

Awards:

• Chosen as a Top 100 Marketing Leader (across GE Healthcare divisions) through nomination by the Chief Marketing Officer (CMO) and divisional President

ArthroCare develops and manufactures surgical devices and implants to improve patient outcomes. As the International Marketing Manager, I was responsible for all global product marketing initiatives within the Sports Medicine division, specifically the division’s shoulder implant portfolio.

Key Accomplishments:

• Formulated a comprehensive annual brand communications and product marketing plan integrated into 5-year business strategy
• Consistently surpassed quarterly growth targets achieving a 5% annual increase
• Cultivated and sustained relationships with clinical professionals and regional commercial teams.

Siemens Diagnostics empowers healthcare providers with advanced technologies for diagnostics and imaging. As the VP of Point-of-Care, I was accountable for the business unit, overseeing global product lifecycle management activities, with a focus on downstream marketing.

Key Accomplishments:

• Developed market strategy for blood gas and diabetes portfolios that surpassed double-digit sales growth, outperforming industry benchmarks by 2-3%
• Managed team of 4 marketing professionals and held dotted-line responsibility for Regional Marketing Directors

Radi Medical is a leader in interventional cardiovascular devices. As the Director of Global Corporate Communications, I orchestrated the global launch of a new corporate brand platform including the repositioning of the Radi brand.

Key Accomplishments:

• Led search and selection process for PR agency, oversaw implementation plan and conducted media training with the executive leadership team
• Restructured marketing communications team to optimize target group brand communications. This led to a 75% decrease in unnecessary communication resources/assets freeing up valuable time or key stakeholders
• Managed team of 7 marketing communication professionals

Spacelabs Healthcare is a manufacturer of medical equipment for patient monitoring and diagnostic cardiology. As the Director of Global Product Innovation, I oversaw all aspects of product lifecycle management, with a focus on the development of the next-generation brand portfolio. I was promoted from Global Marketing Manager to Senior Global Marketing Manager to Director.

Key Accomplishments:

• Successfully devised product strategy and executed launch for next-generation product portfolio, integrating VOC to launch "first in market" products
• Consistently surpassed sales growth targets, maintained 60% margins in a highly price-sensitive market
• Realized significant 54.4% revenue growth for perinatal products
• Efficiently led team of 10 marketing professionals.