Kevin Canady

• Collaborated with mortgage team to increase brand awareness and enhance business development by building and maintaining relationships with Realtor key accounts.
• Planning and implementation of lead development campaigns designed to secure repeat and new business among Bay Area realtors and attorneys, including target market criteria development, social marketing, email marketing, campaign timelines, and results tracking, yielding excellent response rates and 30-35% increase in commercial/residential mortgage loans
• Regularly updated and edited content for customer websites and consistently increased inbound traffic, for some sites by as much as 42% in subsequent months, through development of content, application of analytics tools, and regular design improvements
• Consulted with clients on business issues and developed innovative, high-impact proposals.
• Developed technical and non-technical marketing presentations, public relations campaigns, articles and newsletters.
• Managed product development and commercialization new laser treatment indication, working directly with engineering to build market needs into product features
• Partnered with cross-functional team members to determine weekly priorities and activities required to maintain launch timing
• Led development of marketing plans, pricing, and competitive analysis including product messaging for promotion, collateral, and advertising

• Responsible and accountable for all U.S. product management and marketing activities fo INTRABEAM Radiotherapy System with emphasis on increasing market awareness, lead development and customer acquisition
• Increased efficiency of marketing message delivery through creation of targeted marketing programs aimed at early adopters in qualified hospitals. Programs increased lead conversion by over 50% during initial year of program, providing foundation for 42% revenue increase following year
• Enhanced product value-proposition through addition of hospital business development kit (INTRABEAM Outreach Assistance Program), supporting product ROI. Comprehensive turnkey program contained over 20 individual components/tools, including implementation guidance, focused on facilitating hospital marketing efforts in patient education and acquisition
• Outlined and initiated company’s largest and most successful public relations campaign yielding over 150 independent print, web and television news segments, including NY Times and ABC Nightly News (national broadcast)
• Served as project leader in development and successful implementation of $1.5 million multi-departmental project for improvement of product services and associated logistical support
• Consulted with product development team to enhance products based on customer interest data gathered through market research
• Monitored market trends and competitor performance and analyzed gaps to update promotional strategies and maximize sales.

Trade Marketing Inc. (Consumer Marketing) - San Francisco; Align Technology (Dental) - Santa Clara; Nutrihand (Diabetes Care) - Mountain View; Kpeti Systems (IP Telephony) - Hayward

• Determined positioning for new service
• Created content for marketing collateral; coordinated website updates, developed sales scripts and tools
• Responsible for scoping software requirements and coordinating releases with device product development
• Led internal usability testing, created test instruments, including scripted instructions, bug reporting procedures and post-test questionnaires to gather feedback
• Developed technical and non-technical marketing presentations, public relations campaigns, articles and newsletters.
• Worked within budget parameters to develop and implement marketing strategies by analyzing key data and consumer demographics, increasing annual revenue by 22% over previous year

• Responsible for global product marketing management of new therapeutic indication
• Achieved 40-50% annual growth through effective launch planning, creative sales tactics, and key opinion leader podium strategies
• Collaborated with physicians on product performance improvements; worked closely with engineering on long-term product strategy, performing customer prototype testing and research for product roadmap
• Established criteria for each milestone within product roadmap as means to measure developmental progress
• Conceptualized and deployed enhanced product features and optimized implementation for use in marketing strategies