LATIVIA RAY-ALSTON

Duluth, Georgia 30097 Home: (770) 623-1796 Cell: (646) 239-2365 lrayalston@gmail.com CHIEF MARKETING EXECUTIVE A self-directed performance driven senior marketing executive with proven global leadership, analytical and strategic competencies. Demonstrated results in global commercialization with exceptional classical marketing, sales management, strategic planning, business and product development, outcomes research, branding, and innovative portfolio planning competencies. Specializing in fast-paced highly competitive markets. Skilled in new product launch activities, pricing, market forecasting, market development, performance metrics modeling, turnarounds, and consolidations. Expert in creating strategies to ensure competitive edge, defining and understanding customer needs in high growth emerging markets such as Brazil, India, and China. Comprehensive experience in strategy development, unique brand positioning, innovative new product launch and lifecycle management of mature and new products. Revitalized products into category leaders. An impressive track record of leading business units through timely delivery of results. Recognized and rewarded for building internal capabilities and high performance teams. Consistently exceed financial targets. P&L responsibility. CAREER SUMMARY RECOVERCARELLC, Louisville, KY 2012 Present RecoverCare is a nationwide specialty patient care distributor of wound care, bariatric and safe patient handling medical equipment and solutions to healthcare facilities including acute care hospitals, long term acute care hospitals, skilled nursing facilities, rehabilitation facilities, hospice centers and home care patients Senior Vice President Marketing and Product Development Establish the framework and drives all marketing and product development initiatives as well as pipeline assets. Create corporate strategies that connect market trends and value proposition to position the company as a leader. Develop and lead all strategic programs to build markets for successful penetration. Lead all product rationalization, customer targeting and product launch plans through execution. Head of all M&A initiatives and overall strategic planning process. Author of strategic vision and execution plans. Identified opportunistic joint venture, co- promotion and licensing opportunities aligned with the corporate strategy. Provide direction for the output and effectiveness of marketing , product development , forecasting, pricing and asset management teams to meet all commercial goals and objectives Created the framework for a functional new product and business development process to expand the RecoverCare market base. Anticipate needs of customers and develop proactive solutions. Exercised collaborative leadership to gain willing commitment of cross functional teams to drive efficiencies within the business as well as achieve revenue goals for the company. Drove the development of functional specification requirements for a CRM build. Created dashboard reports to support each level of sales and executive management to monitor business performance Manage third party marketing company in the development of corporate website, ecommerce strategy, advertising, marketing, sales, and trade show strategies and support materials. Manage the RFP processes and the development of an ROI model to ensure maximum company benefit Created the process to gather continuous customer feedback to provide solutions that align with customer requirements. BD BIOSCIENCES, San Jose California 2010 - 2012 BD BioSciences is a leading global medical technology company that develops, manufactures and sells devices, reagents, test kits, instruments, and software systems. Vice President Global and Strategic Marketing Head of BD Cell Analysis worldwide strategic marketing, business and product development organization. Leading and managing a global team comprised of US and ex US marketing, market research, channel marketing, commercial operations, product and market development, marketing communications, ebusiness/commerce, software applications, pricing, business analytics, and scientific liaison teams. Manage the entire portfolio of a $2 billon revenue business consisting of clinical and research instruments, reagents, kits and software applications aimed at generating significant growth and customer value. YTD sales increase +9%. Define the strategic agenda and direction for business and product development, R&D, applications development, new product launch and pipeline, external OEM and joint partnership opportunities. Establish a major process to mange products thru the R&D development phases that resulted in a major product launch almost 15 months ahead of schedule. Develop business case for three new business opportunities that immediately produced NPVs of two times current company levels.

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Created an annual pricing review committee, developed policies, guidelines, profit margins and OIBT targets. A $1.5mm benefit realized in the first 8 months. Overhauled the lifecycle management process of new and mature products to ensure swift decisions on obsolescence, end of life and inventory management issues. Negative revenue exposure decreased by 3 year minimum. Instituted a business unit and corporate level dash board report focused on key metrics to ensure financial and market penetration targets are being met. Conduct commercial assessments and forecasts for all global licensing opportunities. LIFE SCIENCES CONSULTANT 2007 2010 Chief Strategy Officer Provided business experience, commercial expertise, strategic solutions, and execution capabilities that resulted in competitive advantages to small venture start-up, mid-size and major pharmaceutical companies. Specific projects included revenue generation modeling, customer segmentation strategies, emerging and growth market opportunities/valuations and ecommerce strategies. Recommended new product ideas, modifications/improvements of current portfolio mix. SANOFI-AVENTIS Largest pharmaceutical company in Europe and third largest company in the US. 2002 - 2007

Vice President Sales Internal Medicine, Bridgewater, NJ (2004 - 2007) Reported directly to US Therapeutics business head and was a member of the senior management team. Therapeutic categories of expertise include allergy, bone, cardiovascular, central nervous system (CNS), diabetes, dermatology, metabolic, neurovascular, osteoporosis, sedative hypnotic and specialty. Provided leadership and direction for a team of over 1,200 professionals and managed a business portfolio in excess of $3.0 billion in a very complex, segmented and highly regulated marketplace. Consistently exceed revenue targets for four consecutive years. Lead cross functional teams to effectively place key brands on major national formularies and regional plans with restrictive edits resulting in +18% increases over previous year volume and 4% share growth. Provide leadership through extraordinary management transition changes. Positive turnover held at 3% over 4 years. Established a healthy collaborative work environment through people development, creative incentive comp, reward and recognition programs. Developed a unique market penetration strategy with an incremental sales net gain of 20%. Ensure that management team effectively managed performance through training, coaching and significant feedback. Initiated novel co-marketing, copromotion, and joint venture opportunities for business unit. Achieved a 26% year one sales increase. Area Vice President Sales, Sanofi-Synthelabo, New York, NY (2002 - 2004) Set business objectives and established priorities to drive results and deliver on sales goals. Business unit performance resulted in top 5% rank overall for three consecutive years. Member of the senior leadership team. Managed sales, sales training, sales operations, market research, business analytics, managed care, forecasting, customer marketing and HR functions. Led a national specialty, CSO and area primary care sales force concurrently. (Total 1,450 sales professionals) Achieved sales goal target for all brands while exceeding sales volume objective for major brand at +9.8%. Utilized strong financial and business acumen to discover strategic opportunities and capitalize on them. McKESSON CORPORATION A Fortune 35 Company and worlds leading provider of healthcare services. 1998 - 2002

Senior Vice President Corporate Marketing, San Francisco, CA & Atlanta, GA. (2000 2002) As Chief Marketing Officer, supervised and provided oversight for all marketing strategies and information, launch activities,e-business strategies, market research, brand management, graphic identity, advertising/print, Internet promotions, multimedia, strategic planning, internal and external communications. Created efficiencies across all business platforms. Identified need for change in competitive strategy. Spearheaded and instituted the first comprehensive corporate-wide strategic planning cycle and required plans for all 110 domestic businesses. Served on McKesson Foundation Board. Led the development of a shared vision and implementation of a complete corporate makeover and branding initiative, focused on internal and external imaging. Anticipated the need and developed programs for customer loyalty, satisfaction and retention. Instituted intra-company branding guidelines and marketing excellence initiatives to increase brand loyalty, defined positioning and differentiation strategy. Collaborated with business unit Presidents and developed a comprehensive procurement system for promotional spending which saved approximately $1MM in eight months. Created web-based infrastructure for marketing executives across all business units to collaborate on strategic initiatives and share competitive market intelligence.

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Senior Vice President Sales & Marketing, Pharmaceutical Partners Division, Princeton, NJ (1999 - 2000) Directed the planning, administration and execution of both sales and marketing functions. Provided strategic direction to field sales and marketing organizations. Ensured business plans developed to fulfill growth and revenue goals. Integrated marketing and sales functions to drive superior market share attainment. Strategically refocused six business units on growth opportunities resulting in three new products during the first year. Effectively led organization through critical structuring, re branding, and new product rollouts. Developed and orchestrated successful pull through strategies with ROI of 25% or greater. Incrementally increased overall profitability by 21% within first year. Improved operational efficiencies by 40%. Recruited and appointed by CEO to assume position of CMO and Senior Vice President Corporate Marketing. Vice President Marketing Pharmaceutical International Group, Princeton, NJ, (1998 1999) Led the marketing team in creating and implementing all brand strategies and marketing/ communications initiatives for the domestic and international business. Managed advertising agencies through the creative process. Supervised market research, advertising and media relations. Developed promotional tools for field sales. Developed laser-sharp go to market strategies. Created graphic identity, advertising platform, and collateral materials to position, support and generate brand awareness as well as extend product usage. Served as co-lead on contract negotiations for new customer/client opportunities. Ensured financial model appropriate for business case. Key player in acquisition due diligence activities, including merger plan and proforma development.

EARLIER EXPERIENCE
ROCHE LABS AND BRISTOL MYERS SQUIBB 1980-1998 Bristol Myers- Squibb and Roche Labs are global pharma and biopharmaceutical companies committed to discovery, developing and delivering of highly effective drugs and diagnostic products in a broad range of therapeutic categories. Served in a variety of marketing and sales positions that include: Regional Business Director, Associate Director Region Operations, Senior Manager Therapeutic Marketing, District Sales Manager, Senior Product Manager, Director Government Affairs, Senior Market Research Analyst, Sales Representative

EDUCATION Candidate for MBA: Management, Fairleigh Dickinson University, Rutherford, NJ B.A. Sociology, Minor: Business, Stillman College, Tuscaloosa, AL, cum laude graduate AFFILIATIONS Womens Business Council Inc., Past President The Marketing and Sales Alliance, Former Board Member Healthcare Business Womens Association, Current Board Member Make A Wish Foundation, Past Board Chair