1. Robert L. Heinrich
906 361-4985 (cell)  bheinrich@outlook.com  www.linkedin.com/in/bobheinrich
EXECUTIVE PROFILE
A results-oriented Marketing & Sales executive with a proven track record of broad and cross-functional leadership
skills in the medical device industry with early-stage and large mature companies. Respected as a transformational
agent, innovator, and thought leader with many accomplishments highlighted by passion and dedication to succeed.
EXPERTISE
 Strategic Planning & Tactical Execution  Global Product Launches
 Budgeting / P&L Management  Team Synergy Development
 Product Portfolio Management  Relationship Development
 Leadership Skills  Global Experience—Europe / Asia
 Sales & Distribution Management  Medical Devices - Class I, II, III
PROFESSIONAL EXPERIENCE
ANTHONYPRODUCTS, INC., INDIANAPOLIS, IN – DISTRIBUTOROF ENT SUPPLIES - 2013–2015
Vice President of Business Development
 Formulated and implemented a business plan to expand the sales channel for distribution of thousands of
products, representing 100 manufacturers; strategic corporate decision was made to abandon the plan as
unworkable under the current business model.
 Successfully recruited, hired, trained, and managed18 independent sales groups to complement the
current distribution business model of convention/internet sales.
 Developed sales and marketing plans for successfulproduct introductions of unique technologies in ENT
and facial plastic surgery markets.
SIGNUS MEDICAL, CHANHASSEN, MN– U.S. DISTRIBUTOROF SPINAL IMPLANTS - 2007–2013
Vice President of Sales & Marketing
 Successfully managed a broad line of spinal fusion systems manufactured by parent-company, SIGNUS
Medizintecknik GmbH, for U.S. sales distribution; partnered with a biologics company; directed the
product development of a unique material technology (endless carbon fiber); developed a strategic plan to
expand the U.S. spinal market focusing on the diagnosis and treatment of sacroiliac pain.
 Recruited, trained, and managed surgeon Clinical Advisory Group for the purposes of developing best
surgical practices, centers of excellence, and publications.
 Directed the management of regulatory and clinical aspects of next generation spinal products.
 Provided direction to transform the organization from a US distributorship to a customer-intimate,
market-driven Marketing and Sales Department.
 U.S. Regulatory challenges and SIGNUS Medizintecknik’s corporate decision to focus on OUS markets
eliminated availability of new products to the U.S. market.
PIONEER SURGICAL TECHNOLOGY, MARQUETTE, MI – OEM & SPINAL COMPANY - 2000–2007
Vice President of Sales & Marketing
 Achieved annual sales from $9 million to $40 million following a transformational change in the
organization from primarily an OEM business to include a customer-intimate, vertically integrated spinal
company with a market-driven Marketing and Sales Department.
 Led effort to raise $6 million in capital resulting in 90 investors; some of whom agreed to leadership roles
as Medical Advisory Group or Clinical Advisory Group members.

2. Robert L. Heinrich (cont’d)
 Spearheaded a Sales & Operational Planning initiative for monthly review of sales forecast-to-actual
against inventory planning.
 Setup up National Accounts Program to aggressively pursue GSA and HPGagreements allowing access
of products to a broader base of customers.
 Recruited, trained, managed, and retained a Marketing Department of one employee to ten; Sales
Department from zero to over 100 independent and directs sales people; and Customer Service
Department from one to four employees.
 Successfully launched an expanding line of spinal fusion systems; partnered with a biologics company;
and actively participated in the product development of a unique motion preservation system.
SMITH & NEPHEW, INC., MEMPHIS,TN – ORTHOPAEDIC MANUFACTUERR - 1986 – 2000
Director of Marketing (1996 – 2000)
 Successfully managed the global marketing and sales growth of medical device implants. Exceeded sales
objectives every year with growth in excess of market.
 Responsible for growing and maintaining the market leadership position for product line with annual sales
of $50 MM.
 Spearheaded a product development team in designing, evaluating and introducing a new and innovative
trauma system. Worked jointly with global sales management team to identify key, influential trauma
centers for clinical evaluation. First year sales at $12 million.
 Transitioned an independent orthopaedic distributor in Korea to a Smith & Nephew group company.
Developed a Korean orthopaedic strategic plan.
Director of Marketing – Spine Division (1992 – 1996)
 Provided executive management leadership in company-wide initiative towards divisionalization.
 Responsible for ongoing global marketing management with sales growth to $22 MM annual sales.
 Directed development and implementation of annual strategic marketing plans, product portfolio analyses,
and objectives through management of five staff members and global distribution network.
 Recommended and assisted in the management of a joint venture with Spine-Tech through minority stock
purchase.
Senior Product Manager (1986 – 1992)
 Successfully managed the global marketing management and growth of multiple product lines with annual
sales of $30 MM. Exceeded sales objectives every year.
 Led a product development team in designing, evaluating, and introducing one of the industry’s most
comprehensive and commercially successfultrauma systems. Captured leadership position with 45%
market share within four years which was maintained for nine years.
EDUCATION
Marquette University, BS, Biology University of Wisconsin, MBA, Marketing
Milwaukee, Wisconsin Whitewater, Wisconsin