• Develop and execute marketing strategies for capital equipment platforms, including incubators, electronic witnessing systems, and automation solutions. • Conduct market analysis to assess segment size, growth trends, adoption curves, and competitive landscape. • Partner with product management to translate technical capabilities into differentiated value propositions for key stakeholders. • Build annual marketing plans, budgets, and forecasts aligned to revenue and market share objectives. • Create marketing content including brochures, technical guides, white papers, case studies, and digital assets. • Manage digital marketing initiatives including website content, SEO and SEM, and lead generation campaigns. • Collaborate with the sales team to deliver training, tools, and competitive frameworks that strengthen go to market execution. • Develop launch kits and commercial playbooks for new products and upgrades. • Support industry events such as ASRM, trade shows, workshops, and symposia, including booth strategy and key opinion leader engagement. • Conduct interviews, surveys, and advisory boards with embryologists, physicians, lab leaders, and biomedical engineers. • Lead product launch strategy and execution across multiple channels. • Monitor product performance, market share, pipeline growth, and competitive dynamics.

• Lead regional marketing strategy for IVF consumables • Manage full product lifecycle, including new product introductions • Identify and assess market opportunities using customer insights and clinical trends • Develop campaigns to increase awareness and drive growth • Lead go to market strategy for new consumable products • Maintain a strong understanding of IVF laboratory workflows, clinical practices, and customer challenges • Engage directly with key customers to gather insights • Partner with Regulatory, Clinical, and Quality teams to ensure compliance • Collaborate with supply chain and operations to support forecasting.

• Develop and execute regional marketing strategy for genetic testing and genomic services • Define segmentation and positioning across IVF clinics, embryology labs, and genetic counseling networks • Build annual marketing plans and track performance to drive demand and revenue growth • Develop scientifically accurate and differentiated messaging aligned with clinical evidence and regulatory requirements • Create marketing materials including white papers, case studies, presentations, digital campaigns, and educational content • Translate complex genetic data into clear and meaningful customer value • Partner with sales to deliver training, tools, and competitive positioning • Develop resources such as ROI tools, workflow guides, and objection handling materials • Lead go to market strategy and execution for new assays, platform updates, and enhancements • Conduct voice of customer research with physicians, embryologists, lab leaders, and genetic counselors • Analyze usage data and reporting trends to refine strategy and messaging

• Collaborate with East Region business development and operations teams in support of pursuit efforts. • Partner in the preparation of formal and informal client solicitations across the full pursuit lifecycle. • Interface with business line growth teams and operations to support the process of winning work. • Lead and support responses to client solicitations while applying standard pursuit processes to ensure efficiency. • Coordinate and deliver high-quality print, electronic, and oral proposal submissions. • Contribute to proposal strategy through market research and competitive intelligence. • Develop annotated outlines and provide recommendations on section structure, messaging, and positioning. • Facilitate or support color reviews and quality reviews, incorporating lessons learned and managing revisions based on review team direction.