Trevor W B

Full service commercialization strategy and execution firm assisting early stage life science, diagnostic and health technology companies build and deploy their growth programs. Operational support to CEOs, founders and ownership groups looking to build highly effective portfolio and commercial launch strategies that drive increased adoption and strong revenue and profitability growth.

LUMICKS is a Dutch-based life science tools scale-up with two groundbreaking biophysical instruments that address the single molecule biophysics and cell therapy market segments. As commercial leader of the Americas region that contributed >60% of global revenues, I was accountable for all commercial activities, leading a team of 30 sales, marketing and field scientist associates in developing new markets for both product segments. My focus was on up skilling the selling and support teams and improving our go-to-market strategies resulting in improved forecast accuracy and shorter sales cycles. Our team grew the business >50% in 2022 while also tripling team size over 18 months. I was accountable for our $7M OPEX budget, as well as developing regional revenue targets and monthly scorecard metrics. Improving associate engagement was another key initiative that I led. I introduced key People and Culture processes such as the creation of a culture and values team, established annual all-hands team off-sites and updated job competency matrices to improve the manager and associate coaching and feedback cycles. Several of these successful initiatives were subsequently adopted by the EU headquarters. I also spearheaded the global implementation and rollout of Pardot marketing automation, a key tool enabling more effective campaigns.

Reporting to the Chief Commercial Officer as the leader of the largest regional business unit for a Dutch-based life science tools scaleup representing >60% of global revenues. Accountable for all commercial activities, leading a team of thirty-five (35) sales, marketing, and field support scientists in new market development efforts for business units focusing on biology and cell therapy segments. • Managed P&L including >$7M OPEX budget, regional revenue targets and compensation plans • Developed and executed go-to-market strategies leading to >50% YoY growth in 2022 • Created and implemented KPI scorecards along with quarterly business reviews leading to improved business metrics such as profitability and forecast accuracy • Nurtured customer advocacy by focusing on community engagement including organizing the first US-based scientific user meeting attended by over 60 leading researchers • Improved employee engagement by creating manager training programs with a focus on employee career development and improved associate feedback and performance processes • Spearheaded the implementation and rollout of a key marketing automation solution, completing it in under 12 weeks and enabling more effective marketing campaigns • Reorganized events and conferences strategy focusing on increasing messaging footprint and brand impact through a multi-channel approach

I reported to the CEO as a member of the executive leadership team with P&L ownership for all commercial operations, including Sales, Marketing, Technical Support and product management. Spartan develops rapid point of care molecular diagnostic tests for infectious disease and environmental pathogens on their 'Cube' platform. I was hired to bring commercial leadership stability in a time of crisis for the company as they neared launch of a rapid point-of-care molecular COVID-19 test into multiple industry sectors including healthcare, industrial and travel and tourism. I developed commercial readiness plans and scaled the commercial organization for a near 100x increase in sales volumes. I was able to improve response times and save the organization >$500k/yr by driving several digital transformations including adoption of CRM and marketing automation (Hubspot) and technical support ticketing system (Zendesk). I directed all facets of corporate communications including messaging and positioning, press releases, government relations resulting in widespread organic media coverage at launch. In July of 2021 I was contracted to help the company and board of directors successfully restructure operations and execute a strategic sale of the company due to loss of financing.

Executive leader of the Clinical Genomics business unit developing innovative, first in class reagents and services focused on the high growth genomics markets. Build and led the new startup planning, product and commercialization strategy and its execution with P&L responsibility for the business unit which provided innovative tools and services supporting clinical genomic testing across oncology, reproductive health, infectious diseases and inherited disease applications. Supported aggressive growth objectives and our go-to-market strategy by assembling a highly successful commercial team consisting of sales, product management, marketing and field support. Spearheaded new product development portfolio including innovative, patient-like liquid biopsy reagents for Oncology and Reproductive Health, dramatically improving speed and accuracy in validating CLIA-lab testing. Developed strategic partnerships with In Vitro Diagnostic developers and Pharma for CDx reagents to facilitate market access to testing. Led corporate communications and digital platform team which deployed best in class marketing communications programs including strong content-marketing and e-channel capabilities. Oversaw the re-branding, website, eCommerce and CRM integration projects all in support of our commercial growth objectives. Key Skills Successful exit for our Private Equity owners with a >3 MOIC. Go-to-market strategy Product Development and portfolio strategy M&A, Partnering, diligence Distributor channel expansion Europe, Asia Pacific P&L Responsibility Team building and mentoring

Reporting to the CEO with P&L ownership in a PE-owned company, led the founding and operation of a new business unit targeting the rapidly growing precision medicine market. • Built and scaled a 25-person commercial team (sales, marketing, PM, FAS), taking the business from 0 to >350 customers in less than 3 years and >$25M annual revenues within 6 years o Value creation led to successful company exit at >3x MOIC in 2019 • Developed a regular monthly forecasting and performance reporting scorecard with the CFO to ensure regular visibility up through the board of directors • Overhauled sales and marketing efforts, introducing ‘Challenger’, developing playbooks, improving effectiveness, driving reduced sales cycle times and increasing order volumes • Led creation of multiple strategic partnerships within Pharma and the IVD segments leading to large, repeating sales volumes • Created a unique channel content partnership with leading media property to cross-promote relevant content and industry news to our target audience leading to over 10,000 curated contacts in under 3 years • Spearheaded corporate re-branding campaign including company logo, website, and collateral generating higher brand recognition scores and improved brand perception • Grew ex-US revenues by building international distribution channels in Europe and Asia Pacific • Helped drive successful exit process through by creating pitch decks, market models, delivering corporate roadshow and buyer presentations

As director of clinical strategy, I led the organization in the development of key business strategies across the spectrum of our clinical diagnostic business for medium and long term growth initiatives. I leveraged my deep understanding of the evolving science and technologies as they related to the diagnostics markets and my strong cross-functional relationships to provide strategic direction recommendations. Major achievements included technical assessments and due diligence for new technologies and supporting an acquisition of a key molecular diagnostic platform, led the development of our near- and long-term assay roadmap for this platform, and developed a strategic plan to capture new opportunities in the emerging markets of precision medicine and laboratory-developed testing. I also led the commercial and market strategies for a joint Alzheimer's disease companion diagnostic program with a large Pharma partner. As member of the technology advisory board, I provided technical and market insights on next generation diagnostic technologies and conduct due diligence for M&A or strategic partnerships we proposed. I actively sought out industry collaborations that leveraged our growing scientific domain knowledge for mutual benefit and improved organizational growth.

Reporting to the SVP Commercial, defining the future business strategy and portfolio for our clinical diagnostic business. • Led the execution of our companion diagnostic (CDx) efforts including partnership and market development activities with the pharma company sponsor in the Alzheimer disease segment • Created a multi-generational product plan using outputs from customer interviews and 3rd party market research, supported with financial models to make the case for long-term investments • Drove M&A diligence and built market models for platform and reagent acquisition targets

As the leader for the Molecular Diagnostics (MDx) business at Luminex, I hired, mentored and directed a team of strategic managers responsible for driving the product strategies and leading the IVD assay development programs. During this time we successfully developed and cleared over 5 new IVD cleared MDx assays in the areas of infectious disease testing, pharmacogenetics and human genetic diseases. The team supported the assay program by providing detailed product and customer requirements, assembling key opinion leader advisory boards from academia and clinical scientific disciplines, and supporting the adoption through sponsorship of clinical utility research studies at early adopter sites.

Reporting to the SVP Commercial and leading a diverse team of product managers across multiple-sites responsible for product development and launch for the global Dx business. • Led and mentored a high-performing global product management team, responsible for market access for five (5) new diagnostic tests across the molecular diagnostics business • Implemented field sales training and development program to manage key accounts • Overhauled the product development and commercialization processes from product ideation to commercialization that saw the successful development, regulatory approval, and launch of 5 innovative IVD molecular diagnostics products • Awarded the ‘Over and Above’ award in 2012, Luminex’s most prestigious employee recognition for superior performance and dedication to the Luminex values of Customer, Accountability, Performance, and Profitability

Led and mentored the global product team responsible for a $100M+ portfolio of immunology and flow cytometry reagents and applications. Working closely with our R&D teams, our team of product developers created leading immunology tools for academic and industrial life science researchers. Drove new product development through a stage-gate product development system. Go-to-market strategy; market development and launch readiness and training materials for the global sales and marketing regions. Initiated and led a cross-functional 'Tiger' team initiative to improve R&D productivity and time to market leading to significant reversal in share erosion and improvements to revenues. Provided diligence on in-licensing and M&A opportunities including a several novel detection antibody detection chemistries.

Product leader managing a global product team and $100M portfolio of life science research products as part of a large multi-national Fortune 500 company. • Defined product roadmaps and associated sales and marketing campaigns to support new and existing revenue growth for a large global portfolio of immunology reagents • Launched the BD™ Horizon dyes program; building new technology partnerships to expand fluorescently labeled content for the next generation of flow cytometers • Developed a global pricing strategy program to counter the impact of low-cost competition • Led a high visibility, cross-functional ‘Tiger’ team addressing ERP constraints that leveraged six sigma and lean manufacturing processes to improve operational effectiveness and R&D output leading to >$75M in new direct revenues and reversal of market share erosion

Led regional product team for BD Biosciences in Canada (Mississauga). Provided strategy development, tactical planning and execution, and created scientific education programs to support the BD Biosciences research reagent portfolio. Worked closely with sales and applications support to develop programs targeted to our academic, biotech, pharma and clinical research customer segments. Led an international cross-site team to improve supply chain logistics and reduce customer lead times post ERP implementation.

Directed a team responsible for increasing market penetration and sales effectiveness for our life sciences reagent portfolio.