Sue Cresswell

Rue de la Côte 38, 2013 Colombier, Switzerland

Mobile: +41 (0)797 108311 Office: + 41 (0)32 8416055
Email: sucre@bahnhof.se Fax: + 41 (0)32 8416056

PERSONAL PROFILE

Experienced in market communication, sales support and marketing, with practiced skills in local
and multi-national environments. Excellent track record for implementation of projects. Proven
success in introducing new companies to the global market. Specialized knowledge in high value
biotech tools business area. Capable of transferring detailed technical knowledge into sales and
marketing activities, experienced in production of promotional, PR and sales support material.

PROFESSIONAL EMPLOYMENT

Jan. 2007- IORSEN MANAGEMENT SARL……… Independent Consultancy

present
• Advice, planning and execution of market communication projects for biotech
tools companies, providing specialist experience in sales and marketing of high
capital value equipment

• Support for market introduction of biotech companies, technologies and products

• Structure and copy for sales support material (electronic and print)

• Liaison with, and management of, creative and PR agencies.

Clients include GE Healthcare Biacore, Proxeon A/S, Agilent Technologies, VisEn

Inc., Agendia B.V.

Continued…..
Oct. 2004- BIACORE SA, SWITZERLAND
Dec. 2007
MARKET COMMUNICATION DIRECTOR for Biacore AB
Biacore AB was a biotech tools company with a global sales and distribution network. By mid-2004,
after 3 profit warnings, it was decided to bring in a commercially-experienced management team. By
2006 Biacore returned to a profitable business and was acquired by GE Healthcare.

Primary objectives
• Drive transition from a technology-based to a commercially-oriented organization

• Establish central market communications group, utilizing 3 employees and a

preferred supplier network

• Improve commercial communication and support towards regional offices,

distributors and suppliers to efficiency

Responsibilities
• Control of central marketing budget

• Development of technology platforms to facilitate sales processes e.g. quality lead

generation, reduce time spent in pre- and post-sales support

• Creation and implementation of company style guidelines – from logo to label

• Co-ordination, planning and implementation of global communication activities

including product launches, corporate PR, major conferences

• Support for speciality markets e.g. food analysis, Asia-Pacific region

Personnel management and training

• Line management of market communication staff functions

• Management of external advertising, consultancy and PR agencies

• Training of personnel in use of sales support material, scientific copyrighting,

production of sales support material.

Major achievements
• Website with commercial functionality created in <2 months, registered users
more than doubled

• Three major product launches completed in first year including all new sales
support material (ads, brochures, presentations, web, regional activities etc.)

• Development of Extranet as central archive and working space for employees,

suppliers and distributors

• Incorporated Biacore web and print collateral into GE Healthcare branding while
implementing a major product launch
1996-2004 SUCRE AB...Communications in Science Independent Consultancy

• Support for market introduction of new biotech companies or technologies.

• Advice, planning and execution of market communication projects for technology

companies, with specialist experience in sales and marketing of high capital value
equipment.

• Structure and copy for sales support material (catalogues, brochures, web sites,
multimedia and Powerpoint presentations, software demonstrations, information
files, handbooks, mailers, videos etc).

• Liaison and collaboration with design and production agencies.

Clients included Gyros, Sidec, Alligator, Bioinvent, Global Genomics, Amersham

Biosciences (now GE Healthcare) Lab Sep. and Proteomics divisions, Biacore,
Pyrosequencing (now Biotage).

1992-1996 PHARMACIA BIOTECH EUROPE, BELGIUM (transferred to Sweden 1996)

EUROPEAN MARKETING MANAGER (promotion 1994)

• Sales and marketing of existing chromatography product range.

• Introduction of new system range (ÄKTA design) into European and International
markets (Eastern Europe and Far East), including training of sales personnel.

• Development of delivery logistics for Ph. Biotech systems range.

• Input into medium/long term planning for regional marketing.

• Communication with central product management concerning product range,

including definition of new products, for European market.

EUROPEAN MARKET SEGMENT MANAGER

• Production and presentation of promotional material to support marketing strategy

for Ph. Biotech systems and consumables.

• Marketing and promotion of high value chromatography systems, including

introduction of new products into the European market.

• Presentation of marketing strategies to regional sales companies.

• Production and presentation of marketing and sales tools.

• Follow up, modification and support of regional activities.

1988 -1992 PHARMACIA LKB BIOTECHNOLOGY, U.K.

1990 -1992 PRODUCT MANAGER, HIGH PERFORMANCE CHROMATOGRAPHY SYSTEMS.

• Responsible for promotion of high value chromatography systems, including

launch of a major new chromatography system.

• Management of specialist staff to support sales team.

• Production of local price lists and mailers.

• International collaboration in restructuring of Pharmacia Biotech, involving

European regionalisation projects.

1988 -1990 TECHNICAL SPECIALIST, CHROMATOGRAPHY

• Technical support to customers and sales team for chromatography products,

including organisation of training courses, and seminars.

• Support to Product Manager in promotional and marketing activities.

1986 -1988 RESEARCH BIOCHEMIST - SMITH, KLINE, BEECHAM LTD.

• Planning, execution and presentation of research in cholesterol transport.

• Supervision of research team and inter departmental collaborations.

1977 - RESEARCH POSITIONS AT NATIONAL INSTITUTE FOR BIOLOGICAL STANDARDS &

1985 CONTROL, MEDICAL RESEARCH COUNCIL, TENOVUS INSTITUTE & BRISTOL UNIV.

• Projects for standardisation and control within NIBSC, B.P., & EC Bureau of
Reference; assessment of reference standards, enzyme assays, protein
purification.

• Planning and execution of research work to investigate biochemical damage to

mammalian cells by irradiation; steroid metabolism and receptors in tumours,
using TLC, GLC and receptor assays; investigation of growth hormone secretion
using RIA and histological tests.

EDUCATION , QUALIFICATIONS AND TRAINING

1974 - 1977 Bristol University, B.Sc. Biochemistry Class 2.1

1966 - 1973 Richmond County Grammar School, 3 Advanced level., 11 Ordinary level G.C.E.

Training Cross Cultural Communication

Business Management
Effective Presentation Skills

Languages Conversational Swedish, basic knowledge of French