TAD CARTER
San Diego, CA
tad@tadcarter.com
(805) 689-0037
www.tadcarter.com
SUMMARY
Marketing and Sales Director who delivers revenue results in competitive domestic and international markets.
Experienced developing targeted marketing plans, social media strategies, product management, digital marketing
and training initiatives that support sales growth.
Core competencies include:
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Marketing Collateral & Sales Tools
Brand Management
Training & Sales Development
Global Product Launches
Customer Relationship Management (CRM)
Marketing Communications
Key achievements include:
 Achieved 27% sales increase year over year through new product launch initiative, brand identity, direct-toconsumer marketing and marketing tool kit for physicians and distributors. (Mentor / Cytori Therapeutics)
 Generated revenue 6 months ahead of plan through the development of go-to-market strategy for
emerging markets (Australia, Singapore) and removed barriers to market by securing Therapeutic Goods
Administration (TGA) approval. (Cytori Therapeutics)
 Developed promotions, sales tools and marketing communications to accentuate customers’ needs,
contributing to 15% incremental sales ($56 million goal). (Obagi Medical)
PROFESSIONAL EXPERIENCE
GLOBAL REACH MARKETING, Domestic & International, (USA, NZ)
6/08 – Present
Marketing Director
Project management for clients in medical device, capital equipment, fitness and software industries.
 Developed content used for grant submission of a new wireless diagnostic platform in developing countries
helping raise $1.3M in seed financing. (Strategic Passage Group).
 Implemented focus group program and training for national roll out of weight loss products for fitness
client. (Body FX Inc.)
 Developed sales collateral, multimedia, educational support programs and international market expansions
for New Zealand and Los Angeles. (Strategic Passage Group, Global Welding Supplies, Encore Software,
Career BridgeBuilders)
ZIMMER DENTAL, San Diego, CA ($250M Dental Implants)
6/12 -12/12
Director, Marketing North America
Managed team of 6 to implement program strategies. Developed and executed downstream marketing programs
for commercialization of regenerative medicine, surgical and restorative market segments.
 Worked cross-functionally to balance budget and create programs aligned with senior management.
 Integrated business expertise across three therapeutic areas to develop the 2013 marketing plan.
CYTORI THERAPEUTICS, San Diego, CA ($10M Biotech / Regenerative Medicine)
5/10 – 12/11
Associate Director, Product Management
Drove global strategic marketing plan including product positioning, podium / publication strategies, branding, and
commercialization of regenerative medicine products.
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Generated revenue 6 months ahead of plan through new go-to-market strategy and marketing support
tools for emerging markets in Australia and removed barriers to market by securing Therapeutic Goods
Administration (TGA) approval.
Tad Carter
Associate Director, Product Management, CYTORI THERAPEUTICS (continued)
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Reinforced value proposition of regenerative cell therapy by developing content for 5 peer-to-peer
education programs throughout Asia Pacific and US driven by key opinion leaders.
Drove 20% incremental sales with key distributor partnerships in Latin America and Australia by
establishing brand equity for company’s stem cell technology.
Overcame barriers to entry in Singapore, Japan, Taiwan and Australia by creating alternative solutions for
global commercialization of aesthetic surgical products.
Managed marketing budget and developed 2011 / 2012 strategic franchise plan, which included a
marketing / sales tool kit for physicians, distributors and sales team by region throughout Australia, Europe,
Asia Pacific and Latin America.
OBAGI MEDICAL PRODUCTS INC., Long Beach, CA ($100M Pharmaceutical Skincare)
1/07 – 5/08
Senior Product / Brand Manager
Managed prescription skincare products for the treatment of basal cell carcinoma, melasma and sun damaged skin
accounting for 76% of the overall business and 28% market share.
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Drove $8 million sales increase in the first 6 months, achieving 100% of performance plan, through new
product launch of the Condition & Enhance System, differentiating procedural therapy from the existing
NuDerm product line.
Achieved critical timelines and budgetary goals by organizing sales training and working cross functionally
with regulatory, finance, operations and legal departments.
Exceeded sales goal of $56 million by 15% through developing promotions, sales tools and marketing
communications to accentuate customers’ needs.
MENTOR CORPORATION, Santa Barbara, CA ($500M Medical Devices and Implants)
A Johnson & Johnson Company
6/03 – 12/06
Global Product Manager, Aesthetics / Urology
Created selling tools, sales/surgeon training programs, and identified new technologies to expand product offerings
for a leading medical device company.
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Contributed $5 million in additional revenues by designing and facilitating creative training programs for
over 350 sales representatives and distributorships worldwide for new UltraSculpt product launch.
Introduced new marketing programs in the body-contouring line by developing marketing collateral and
multimedia presentations for executive management team, sales force, and surgeons.
Improved selling skills, increased performance, and drove results by creating an audio motivational tool and
sales incentive program integrating best practice solutions.
PACIFIC INFO DESIGN, INC., Santa Barbara, CA ($3M Embedded Software Development Services)
1/01 – 5/03
Senior Account Manager
Key member of management team responsible for sales, account management and supervision of sales force.
 Supported revenue growth targeting $1.8 million through prospecting new business, trade show activities,
networking and managing customer relationships.
 Drove sales increase of 10% over prior year by identifying mission-critical sales priorities, analyzing
marketing practices, and developing new corporate identity (website, and marketing collateral).
EDUCATION
B.A. English, Minor: Communications, Lynchburg College, Lynchburg, VA
Marketing Certification – University of California, San Diego (expected 2015)
Journalism Program – Imperial College, London, England
University College, Dublin, Ireland