Executive Resume
David L. Rieke
840 Sparkleberry Lane #1904 Columbia, SC 29229
Phone: (603) 801-7635 Email: drieke@sc.rr.com
Online resume: www.corporatewarriors.com/david7657
Leadership Profile
Marketing and Sales Leadership, Strategic Planning, Product Development, Growth Initiatives
Target Marketing, Product Commercialization/Launch, Team Building, Training and Motivation
Solutions-driven executive-level business strategist with a comprehensive background encompassing simultaneous
direction of multiple new product development and global commercialization initiatives in the medical device and
pharmaceutical industries. Highly successful in cross-functional team leadership directing a diverse implementation
staff with a goal-oriented focus. Comprehensive vision with the ability to secure buy-in and support from team
members and implement successful strategies to drive increased market share and revenues. Exceptional leadership
and communication skills united with insights into emerging opportunities and industry trends. Able to consistently
deliver strong and sustainable results with a proven ability to manage organizational change for improved
performance and efficiency in a broad range of marketing aspects.
Generated rapid sales in a highly competitive market, increasing revenues an average of $10 million per year, as
illustrated below:
New Product Sales
$100
$90
$80
Millions
$70
$60
$50
$40
$30
$20
$10
$Y1
Y2
Y3
Y4
Y5
Y6
Y7
Y8
Y9
Y10
Y11
Professional Experience
BioElectronics Corporation
Frederick, Maryland
Vice President of Marketing
2008 to 2009
Drove the development and implementation of US and international marketing plans, strategies, and tactics for a
patented line of FDA-approved pulsed electromagnetic frequency (PEMF) medical devices used in pain
management and wound healing of postoperative surgical wounds in plastic and orthopedic surgery, podiatry, OBGYN, ophthalmology, and sports injuries. Directed the market introduction of an advanced technology market
replacement product with multiple advantages in efficacy, mobility, lower product cost, and easier patient use. Highlevel relations with key opinion leader (KOL) physicians in conducting double-blind clinical studies in plastic
surgery, OB-GYN, podiatry, and ophthalmology to increase physician and patient awareness of new product lines
and clinical results.

Strategically planned and implemented global product launch of a PEMF device effectively generating $2
million in incremental product sales within the first year.

Developed and implemented marketing and sales plans targeting specialty markets and patients in plastic
surgery, facial plastic surgery, and oralmaxillio facial surgery, achieving targets of $2 million in the first year.

Facilitated the initiation of a 6- to 12-month double-blind clinical study proving clinical efficacy in major
indications and specialties to drive early use in the product life cycle.
David L. Rieke
Page 2
Surgiform Technology, Ltd.
Columbia, South Carolina
VP Marketing and Sales
2007 to 2008
Recruited to drive sales growth and cohesive marketing planning for an established silicone facial implant company
with existing annual sales of less than $1 million. Configured in-depth strategic marketing and sales plans,
marketing and sales support programs with marketing collateral for a $3 million product line of silicone, ePTFE
facial implants, and PTFE sutures used in plastic surgery. Extensive business planning and design of support
materials. Management of a 20-member US sales team including hiring, training, coaching, motivation, and general
supervision. Developed and implemented marketing and sales plans for the market launch of ten new ePTFE facial
implants and five PTFE surgical sutures used exclusively by plastic and facial plastic surgeons in aesthetic surgery.
Negotiated and secured partnership with a top-of-the-line suture manufacturing company.

Managed ten global distributors and directed expansion into Korea, China, EUC, and South America, increasing
international sales by 30 percent.

Captured $3 million in incremental product sales, establishing the company as the number one global supplier
of ePTFE facial implants and sutures, effectively minimizing competition within the market.

Formed and managed KOL physician plastic surgeon advisory boards and specialist consultants to conduct and
publish Phase IV clinical studies. These boards conducted seminars and physician training events designed to
increase physician awareness and usage by 30 percent over the prior year.

Increased geographic territory coverage by 60 percent in 2008 through timely expansion of US sales force.
Ocean Breeze Surgical, LLC
Amherst, New Hampshire
CEO and President
2006 to 2007
Led this exclusive global marketing and distribution company specializing in ePTFE facial implants. Oversaw
strategic development and implementation for annual marketing plans. Directed and motivated US sales force of 20
with 10 international distributors. Drove an increase of international market distribution by 50 percent, expanding
into Europe, North America, and South America (Brazil, Columbia, Puerto Rico and Mexico).

Established patented ePTFE facial implants as the number one plastic surgeon and patient choice soft
permanent implant for lip augmentation and facial folds. Replaced and eliminated all other ePTFE competitors
with $12 million in sales since initial market introduction.

Developed facial implant customer database to more than 1,000 aesthetic surgery physicians and outpatient
surgery clinics in the US.

Successfully grew company from $1.3 million to just over $2 million within one year.
Atrium Medical Corporation
Hudson, New Hampshire
Vice President, Marketing and Sales/Business Development
1998 to 2005
Began tenure as director of marketing for general surgery-hernia repair/urogynecology. Brought two new surgical
mesh products to market specializing in laparoscopic, inguinal, and ventral hernia repair that produced $15 million
in sales over two years. Formed and facilitated two KOL physician advisory panels in both plastic and general
surgery that led to the development of published clinical studies to support new products going to market. Promoted
to VP in charge of marketing and sales as well as business development. Directed the identification and
development of new business initiatives for products and technologies in vascular, cardiovascular, and interventional
cardiology. Aggressively pursued strategic alliances with drug eluting coating companies for the marketing of a drug
eluting stent. Led development of strategic marketing plans for introduction of new ePTFE facial implants. Planned
and implemented a market launch of new surgical mesh products for hernia repair and vaginal prolapse surgery.
David L. Rieke
Page 3

Successfully prospected and recruited partnerships with companies specializing in drug eluting coatings for
stents and anti-adhesion mesh products with a market potential of over $2 billion.

Directed team of 20 US sales representatives targeting plastic surgery and book of 10 international distributors,
generating an annual sales expansion of 20 percent.

Spearheaded product development and introduction of a $100 million porous ePTFE rapid-exchange balloon
catheter with a market demand contingency greater than $500 million.
Baxter Medi-Vac (Allegiance Healthcare)
Waukegan, Illinois
Group Marketing Manager, Market Development Manager
1991 to 1998
Directed market planning and oversaw the department responsible for a $25 million line of intraoperative and
postoperative autotransfusion, thoracic, and wound drainage systems used in cardiovascular, thoracic, orthopaedic,
and plastic surgery. Generated incremental sales of $5 million through the forming of strategic partnerships with a
manufacturer and global distributor of chest drainage systems. Revitalized marketing of wound drains with new
design of integrated heparin coating.

Formed and managed a new Medi-Vac US sales force of 15 direct representatives, which produced $25 million
in ATS thoracic and wound drainage product sales within the first year.

Led new product launch that increased sales by $15 million in the US market over a two-year period.

Awarded a $200 million premier GPO contract for integral contributions in competitive bidding and
profitability analysis for multiple product lines in market segmentation.

Recognized as Marketing Manager of the Year in 1994 for new product introductions that increased annual
sales by $15 million.
Revlon, Inc. (Pilkington-Barnes Hind)
Sunnyvale, California
Director of Marketing, Group Marketing Manager, Int’l Market Planning Manager
1980 to 1991
Drove successful global multi-channel distribution, market planning, and strategic marketing initiatives in Rx,
consumer marketing, retail trade (OTC), and wholesale markets. Managed development and control of a $5 million
departmental expense budget. Oversaw three advertising agencies for the consumer, retail, and medical segments in
leadership of a product manager team. Consistently progressed quickly through two promotions due to recognition
of marketing performance.

Led cross-functional teams in the development and commercialization of new vision care products exceeding
$25 million.

Developed and implemented multi-channel and multi-segment marketing plans for a $50 million product line,
consistently increasing sales by more than 20 percent annually.

Expanded global sales and distribution by 30 percent through new product commercialization.
Education

MS, Marketing, University of Memphis, Magna cum Laude.

BS, Biology, University of Memphis.

Advanced coursework in project management, international marketing, and corporate marketing strategies,
Baxter Healthcare Training Institute.
Community Organizations/Activities

Corporate Advisory Member for the American Hernia Society—1998 to 2001.

Consistent leader of Baxter and Allegiance annual United Way charity fundraising campaigns—1994 to 1996.
Key Accomplishment Summary
David L. Rieke
Reclaimed Leadership Position in Cardiovascular and Orthopaedic Surgery
Situation:
The intraoperative liner-canister system used in open heart surgery and orthopaedic surgery at major hospitals in the
US developed leaks during use and were voluntarily withdrawn from the market. As Market Development Manager
for Baxter Medi-Vac and Allegiance Healthcare charged with reengineering a replacement device and recapturing
its place within the competition; the company was at risk of losing key revenue of 90 percent. In addition, the
previous market leader in closed wound drains was becoming obsolete and was at risk of being replaced by the
introduction of a new multi-channel wound drain exhibiting higher patency and fluid flow by the competition.
Action Plan:

Formed a project task force with key personnel, assembling from cross-functional department teams involving
R&D, quality control, and manufacturing; hand-selected team leaders and assigned roles, developed and
implemented project management systems, established goals, and scheduled milestones to meet objectives
within expense budgets.

Addressed the correction of functional problems of the canister and identified innovative design solutions for
the wound drains.

Oversaw prototype development and testing, determining best function, form, design, and performance.

Gained support from notable open heart surgery institutions to participate in the product evaluations.

Initiated comparative clinical testing and double-blind testing for approved prototypes and competitor products
for achieving optimum product performance and quality standards.

Directed final selection of prototypes and oversaw their conversion to manufactured products.

Formed a strategic partnership with Atrium to build a complete line of new private label chest drain systems.

Developed new strategic marketing plans for product introduction throughout the US and international markets.

Led post-market introduction evaluations to determine market acceptance and to resolve any further design
adjustments or corrections.
Results:
Received preferred ranking by the number one open heart surgery institution in the US over all competitors for the
canister system. Developed significant competitive advantages for design innovation and clinical performance over
the market leader for fluid flow and patency, improving patient care, clinical outcomes, and reduced patient costs
while reestablishing leadership position in the forty million dollar closed wound drainage market. Regained position
in the top open heart surgery hospitals including the number one open heart surgery institution in the country.
Generated incremental sales of $15 million within the first two years. Received multiple recognition awards for
leading the development and the resulting successful product launches. Regained market leadership in the wound
drainage market initiating major competitive advantages in drain patency and fluid flow.
Total Product Sales Growth
$45
$40
$35
Millions
$30
$25
$20
$15
$10
$5
$Y1
Y2
Y3
Y4
Y5
Y6
Y7
Y8
Key Accomplishment Summary
David L. Rieke
Successful New Product and Technology Launch Drives Company Growth
Situation:
The market leader in ePTFE Gore-Tex soft facial implants and sutures made the decision to exit the market, leaving
insufficient product supply that catered exclusively to more than 11,000 plastic surgeons serving nearly 11 million
patients throughout the world. Surgiform had made the decision to fill the void left by this product departure. FDA
approval had been obtained, although no leadership existed for marketing and sales management. Charged with
generating sales growth, new product development, market launch, defining product life cycle, and securing a highlevel of surgeon/patient product demand.
Action Plan:

Directed the transfer of global sales and marketing rights for Advanta ePTFE facial implants (recognized as the
number one ePTFE facial implant in the world for permanent soft lip augmentation and filling facial folds).

Led tactical development and strategy implementation for market launch of ten new ePTFE facial implants and
five new PTFE sutures.

Recruited and deployed a top talent sales force of 15 US representatives and 10 international distributors.

Recruited members for physician advisory panels of leading KOL plastic and facial plastic surgeons to conduct
and publish clinical studies, as well as to lecture at seminars and national physician meetings.

Participated in the research, identification, strategic alignment, and partnership agreement for manufacturing.

Drove market research, soliciting feedback from physicians to ensure best product offerings.

Led engineering team in product development and testing to facilitate commercialization and market launch.

Performed extensive testing on minimally-invasive product extension prototypes.

Expanded product life cycle with new product extensions, configurations, and designs.

Implemented product improvement management plan to extend life cycle through continuous improvement
efforts, quality, and manufacturing.
Results:
Secured continued use and sales of Surgiform ePTFE facial implants and sutures, directly replacing discontinued
lines and fulfilling the high demand by plastic surgeons, worldwide. Successfully launched new product and
achieved a high-level of demand within the industry. Effectively primed the market for continued growth and
expansion, targeting a realistic goal of $4 million dollars.
Plastic Surgery Product Sales
$1.6
$1.4
Millions
$1.2
$1.0
$0.8
$0.6
$0.4
$0.2
$0.0
Y1
Y2
Y3
Key Accomplishment Summary
David L. Rieke
Cross-Functional Teamwork/CRM-Driven Design Strengthens Business Revitalization
Situation:
A major competitor in a $300 million surgical mesh market for hernia repair owned a broad and cost-competitive
product line with diminishing innovations on the horizon. The need was prevalent for developing a differentiated
mesh product exhibiting major competitive and clinical advantages over the existing market leaders. Additionally,
pricing and discounting had become the majority of all company sales, resulting in lower ASPs and profit margins.
Charged with leading the development and commercialization of new innovative products that would drive ASPs,
profit margins, marketshare, and overall reputation.
Action Plan:

Investigated and researched surgeon specialists to identify unmet market needs and existing problems with
current product materials and designs.

Worked closely with R&D teams and clinical physician consultants to differentiate products on the market and
guide the development of new innovations.

Performed an in-depth CRM analysis and identified growing market of minimally-invasive laparoscopic hernia
procedures and materials.

Identified the lightest, thinnest, most biocompatible, and easiest to handle mesh that would withstand the needs.

Identified design and clinical parameters and designed prototypes of new lightweight soft spiral configuration
mesh plugs with differentiation for four sizes.

Conducted product testing to ensure quality and safety.

Developed branding and sales support materials including videos, educational seminars, workshops, reprints,
and clinical support with live surgery broadcasts at national meetings.

Developed strategic marketing plans and conducted forecasting.

Oversaw product launch and market introduction.
Results:
Successful CRM-driven design through exceptional cross-functional teamwork generated over $15 million in sales
within the first few years and continues to be the leading mesh product of choice for surgeons and patients, today.
Achieved all innovation, design, quality and performance goals, cementing long-term placement in the industry.
Sales Growth
$16
$14
Millions
$12
$10
$8
$6
$4
$2
$Y1
Y2
Y3
Y4
Y5
Y6
Y7
Y8