PROFILE
Associate Director, Strategic Marketing EMEA
A little bit about me
Every company, big or small needs “Generalists” in Marketing.
"Generalists" isn't a bad word. It usually comes along with expertise and rounded experience.
By “Generalists”, I mean people that understand the various components of the Marketing discipline.
People that can lead and develop marketers.
People that can connect all the pieces together.
People that can craft well-rounded marketing strategies and move the needle on multiple topics without a steep learning curve.
People that can dive into multiple problems, challenge them and solve them.
People that can understand and grasp the 5P’s of Marketing, not just 1P out of the 5P’s.
I’m one of those people!
I’m a proud “Generalist” in Marketing with 17 years’ experience in the medical technology industry. I had the opportunity to be exposed to global and regional roles in large medtech companies, spanning across product management, marketing management, business management and now strategic marketing management.
Today, I’m the EMEA Associate Director of Strategic Marketing at BD. BD is one of the largest medical technology companies in the world and advancing the world of health.
I have lived in France, Australia, Spain and Switzerland. I speak French, English and Spanish and I currently live in Switzerland.
P.S: Don’t get me wrong, the world also needs “niche, specialized” marketeers. I’m just not a paid ad specialist, a SEO specialist or whatever niche in Marketing.
Outside of the office?
I love reading personal development books. I also enjoy doing graphic design and exploring the world of creativity by playing with vectors, shapes, lines, typography, symmetry and colors.
CURRICULUM VITAE
15 years experience in Medical Devices
January 2021 - today
Associate Director, Strategic Marketing EMEA
BD - Eysins, Switzerland
• Member of BD’s EMEA Marketing Leadership Team
• Reporting directly to the VP of Strategic Marketing EMEA
• Awarded with the BD CEO Global Excellence Award 2023 for exceptional strategic impact
I'm committed to improve the BD brand awareness, recognition and authority in the EMEA healthcare ecosystem, solidifying BD as the go-to partner for C-level healthcare stakeholders in acute care and by aligning the corporate brand positioning with strategic and commercially-driven value propositions.
• Utilizing market research, customer & stakeholder insights and industry trends and analysis to identify market opportunities
• Collaborating with executive leadership and commercial teams to align strategic marketing strategies with broader business objectives in 100 strategic accounts across EMEA
• Developing a cohesive brand and messaging framework that has driven a 36 months, $90M opportunity pipeline across all BD's business units
• Spearheading BD’s first-ever EMEA corporate brand campaign, resulting in a 15% rise in prompted awareness and strengthening BD’s positioning and recognition on four core brand attributes within priority markets.
• Leading the execution of the EMEA re-designed omnichannel marketing model in BDX, merging digital and physical touchpoints to maximize ROI and enhance customer experience
• Engaging directly with the HEOR team to design and create value estimation tools for C-level healthcare leaders, demonstrating how BD’s solutions align with critical clinical and economic priorities to drive long-term partnerships
July 2019 - January 2021
Associate Director, Strategic Marketing Europe
BD - Eysins, Switzerland
• Leveraged market research and customer insights to develop comprehensive marketing strategy and address fact-based customer pains in acute care
• Communicated vision and won Leadership Team over to a unified, “ONE BD” positioning and messaging strategy across 7 business units
2018 - Mai 2019
Director of Marketing - EMEA
The Velcro Companies - Barcelona, Spain
Member of the Velcro Companie’s European Leadership Team.
• Lead a team of strategic segment, brand and tradeshow managers to develop and execute a 5-year Marketing Plan and to meet the EMEA region financial objectives
• Establish a collaborative and positive team culture for the organization to thrive in changing markets while developing individual's talents
• Translate analysis of market, technology, and competitive trends to drive new product development decisions and feed the Product Innovation Group with solid and comprehensive VOCs.
• Collaborate with the EMEA Sales Organization to develop and execute winning sales and marketing strategies focusing on targeted markets and accounts
• Manage the EMEA Product Portfolio Strategy together with Sales Operations and Operations to maintain product excellence and stay competitive in fast-paced and complex business environments
• Implement Product Launch Best Practices to increase our top line in EMEA and to make key members of the Sales Organization part of the strategy development process
• Develop and launch data-driven sales and marketing tools to drive sales performance in EMEA
2013 - 2018
Strategic Business Unit Manager, Medical - EMEA
The Velcro Companies - Barcelona, Spain
Business: Medical Devices Contract Manufacturing
Markets: Orthopedics, Ostomy, Respiratory
Challenge: Restore profitable growth at the EMEA level through strategic and tactical initiatives, move away from a transactional product selling approach to a solution selling model as well as transforming an industrial, manufacturing division into a more customer-centric and market oriented business unit.
• Increased revenue in EMEA by 70%+ in 5 years
• Gained buy-in from the Sr. Mgmt team to create a Medical-focused sales force in EMEA
• Developed a 3-year EMEA Strategic Plan to achieve the Global BU top line growth objectives
• Influenced cross-functional teams to get their continued support and buy-in
• Met with the Sr. Mgmt team to provide financial justification for new tech-investments (>1M€)
• Supervised a multi-million Euros project pipeline to deliver predictable revenue growth
• Developed the BU to become the N°1 supplier of Ostomy bag closure systems in EMEA
• Implemented new business development opportunities within existing accounts & markets
• Supported the sales organization to assure the achievement of sales target at the country level
• Led pre-to-post product commercialization plans at the EMEA level
• Developed actionable sales tools to value discussion with customers
• Provided direct leadership and support to the EMEA Project Manager
2009 - 2013
Global Marketing Manager
Gambro (now Baxter) - Lyon, France
Business: Hemodialyis – Renal care
Product category: Health Information Technology & expert systems
Challenge: Redefine the Global Clinical IT Strategy by migrating from an outdated system and launch a new, state-of-the-art Clinical IT system to bring strategic product differentiation to the Hemodialysis monitor and help healthcare providers deliver better clinical outcomes while optimizing operational efficiency
• Defined the Global Clinical IT Strategy
• Deployed the Clinical IT strategy into a 5-year Product Strategy
• Analyzed Voice Of Customers globally to capture and rank customer's requirements per regions
• Developed extended marketing requirements for R&D, product design and marketing initiatives
• Created the product offering: Value proposition, positioning, business models and pricing.
• Led the product naming and branding initiative
• Developed and launched internal & external collaterals (i.e Training tools, sales tools)
• Identified market opportunities through partnerships with clinics, hospitals and KOL
• Developed and executed marketing initiatives to increase IT technology adoption (Training)
• Designed graphical user interface mock-up to meet internal and external usability guidelines
2006 - 2009
Global Product Manager
Gambro (now Baxter) - Lyon, France
Business: Hemodialyis – Renal care
Product category: Hemodialysis monitor
Challenge: Secure a multi-million $ global product launch by creating, developing and launching a global sales tool to improve frontline sales effectiveness as well as define and implement a digital campaign to show-case the new system offering (www.seedialysisdifferently.com – Website awarded by Design Licks)
• Captured, analyzed and ranked needs from the Global Sales Organization
• Created a global sales tool to standardize the offer design for needs based customer segments
• Developed internal sales tool kits for value selling and improve frontline sales effectiveness
• Trained the Global sales team to secure the roll-out of the product value proposition and positioning
• Led the definition and launch of a digital campaign through an experiential product website
2006 - 2006
Product Manager
Perimed - Lyon, France
Business: Microvascular diagnosis
Product category: Laser Doppler Blood Perfusion Imager
# Challenge: Lead the launch and the commercialization of the PeriCam system on the French market
• Sold 2 PeriCam system in 6 months (~ 100K€ in revenue)
SKILLS
Software & Languages skills
Software
• Microsoft Office Suite
• Adobe Illustrator
• Adobe Photoshop
• Adobe Indesign
• Adobe Muse
Languages spoken
• French
• English
• Spanish
EDUCATION
Bachelor's degree in Electronic Engineering followed by a Master's degree in Marketing and Business Management
2001-2004
IFAG Business School
Master's degree in Marketing & Business Management
1999-2001
University of Lyon B, France
Electronic engineering
PERSONAL WORK
I'm self-taught in graphic design and in my spare time enjoy exploring the world of creativity by playing with vectors, shapes, lines, typography, symmetry and colors. Below is a snapshot of my personal portfolio which includes user interface designs, brand visual identity, posters and logos.
What They Say
Lionel has been working in my team leading development of sales materials for a new product launch. He rapidly understood the needs of commercial teams and developed an innovative structure of sales tools which proved to be adapted and effective. He’s got solid upstream and downstream marketing skills and opened mindset to manage projects into global environment and with cross-functional teams. Always acting responsibly, with enthusiasm and positive attitude, he’s able to motivate others and drive execution of commercial operations.
Nicolas Goux
DIRECTOR OF MARKETING, BAXTER
I worked with Lionel on a key product launch at Gambro. He demonstrated a great deal of creativity and team work when he took feedback from the global sales organization and developed a unique sales tool. I later implemented the work Lionel did and found it to be very effective.
Radu Cautis
VP ACUTE CARE MARKETING, GAMBRO
Got a question? or you just want to say Hi?
Feel free to use the form to send me a message.
With my best regards,
Lionel Buttin