Intellex Acquires Expert by Big Village

We're thrilled to announce that Intellex has acquired Expert by Big Village, effective March 22, 2024. This strategic move enhances our capabilities and strengthens our commitment to delivering exceptional solutions to our customers.

Stay tuned for more updates on how this acquisition will benefit our clients and experts.

For inquiries or more information, please contact us at


Expert Details

Medical Device Product Management, Product Launch, Marketing, Sales, and Sales Operations

ID: 731674 California, USA

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Expert has over 30 years commercial experience in medical and diagnostic device product management and development, marketing, sales, operations, distribution and finance as an individual Contributor, Director, Vice President and CEO. Expert provides strategic advice to start-up medical device companies, including assistance with product management and development, clinical studies, and marketing and sales operations (e.g., guidance on the marketing message, market positioning, pricing, distribution and reimbursement strategy, etc.).

He has provided testimony as an expert witness for commercial trademark, branding and contract disputes, deceptive trade and selling practices, false advertising and marketing promotion, global market pricing and industry pricing trends, methods of medical device advertising, marketing and promotion, FDA product labeling and packaging requirements, FDA regulatory and medical device testing requirements. Served on cases for Plaintiff and Defense in Trial and Arbitration. He has expertise with a broad range of medical devices, diagnostic, digital health and software products for Class I and II FDA cleared devices including capital equipment and disposables.

• Global Product Management/Marketing/Sales: Managed medical device product lines with sales over $250 Million, launching over 60+ new products driving four brands to #1 market share.
• Products: Direct experience with exam and industrial gloves at Safeskin and Logic Ventures, disposables, capital equipment, sleep, respiratory, anesthesia, orthopedic soft goods, asthma, wound care, surgical, ophthalmology, medical and industrial gloves, oxygen, infection control, ENT, gastro, aesthetics, dermatology, diagnostics, and therapeutics.
• Revenue Growth:
o Increased ResMed mask revenues from $45 MM to $257MM (25% CAGR) in 6 years growing market share from 35% to 50% and #1 share and less than 5% decline in ASP.
o Increased Safeskin medical exam glove revenues from $93 MM to $170 MM and #1 market share from 24% to 29%.
• Distribution Partnerships: Secured partnerships at Sommetrics for an innovative Sleep OSA and acute care products with market leaders in the industry. Set up distribution in home care and hospital for the TriggerNeb® High Performance Reusable Nebulizer into fourteen countries resulting in company being sold.
o Expert on distribution into the acute care market (GPO, IHDN, hospitals) for exam gloves, home care market(DME/HME for orthopedic soft goods, mobility and sleep/respiratory), e-commerce for sleep, mobility, soft goods), drug and pharmacy, long-term care, and other channels.
• International: Developed new medical device markets at ResMed with sales growth in Latin America from $2MM to 14MM and Canada from $20MM to $35 MM.
• Strategic Initiatives: Led sales/marketing initiatives including internet channel policies, content development, launch of a new e-commerce store, deployment of iPad’s and CRM.
• High Performing Teams: Scaled a team of five in product marketing, built the sales operations team from 4 to 14, established a market research department and first business (non-IT) function in Malaysia.
• Awards: 5 President’s Club Awards and Key Contributor Award (6 years) for sales of ~$966 MM at ResMed. Contributor of the Quarter at Kimberly-Clark Healthcare.

Global Product Management
Industry and Market Trends
Sale, Distribution and Sales Operations
Go-to-Market Strategy and Launch Execution
Business Development and Channel Distribution
Marketing Strategy and Tactics
Marketing and Business Plans
International Markets
Product Roadmap & Development
Sales Enablement

Hospital (Acute Care)
Homecare (HME, DME)
Long-term Care
Medical Channel Distribution Partners
Respiratory and Pulmonology
Sleep Medicine
Surgical Products & Equipment
Wound Care Products
Infection Control
ENT and Plastic Surgery
Digital Health
Digital & Connected Health
IVD Diagnostics
Diagnostic and Therapeutic
Capital Equipment
Home Care Equipment


Year Degree Subject Institution
Year: 1992 Degree: MBA Subject: Marketing Institution: Indiana University Kelley School of Business
Year: 1987 Degree: BS Subject: Accounting Institution: Indiana University Kelley School of Business
Year: 1986 Degree: International Business Subject: International Business Institution: Tilburg University

Work History

Years Employer Title Department
Years: 2012 to Present Employer: Undisclosed Title: CEO Department:
Strategic and tactical commercial business adviser to medical device, diagnostic and life-science companies. Expert's specialization includes commercial product marketing, marketing strategy and tactics, sales, sales operations, and distribution for companies in the medical device, diagnostic and life-science companies.

Areas of expertise:

Global Product Management, Sales and Sales Operations, Go-to-Market Strategy and Launch Execution, Business Development and Channel Distribution, Marketing Strategy and Tactics, Marketing and Business Plans, International Markets, Product Roadmap and Development, Sales Enablement, and Reimbursement.

Industry Experience:

Hospital, Home-care, Long-term Care, Medical Channel Distribution Partners, Respiratory, Surgical Products and Equipment, Wound Care Products, Infection Control, ENT and Plastic Surgery, Digital and Connected Health, IVD Diagnostics, Ophthalmology, Gastroenterology, and Diagnostic and Therapeutic Care.

Types of clients:

CEO, COO, Chief Commercial Officer, VP or SVP of Marketing and Sales of established or start-up Medical Device, Diagnostic and Life Science Companies that have gaps in their organization and need services such as:

New Product Development, Product Portfolio Management, Strategic Global Commercial Marketing, Go to Market Strategies, Business Development and Channel Distribution, and Global Product Management.

Sample projects include:

Performed an assessment of the self-collection STI Testing Market to understand market trends and availability in Retail OTC, Retail Clinics, Internet, and Home testing. Provided strategies and recommendations on how to enter the market.

Developed a commercial readiness plan launching disruptive technology into the wound care dressing (a $200 million market) and surgical incise drape markets (a $130 million market) to reduce hospital-acquired infections (HAI's).
Years Employer Title Department
Years: 2022 to Present Employer: Undisclosed Title: CEO Department: Executive
Chief Executive Officer Developing innovative respiratory products, software and solutions for Chronic Obstructive Pulmonary Disease (COPD) Patients.
Years Employer Title Department
Years: 2018 to 2019 Employer: Cohero Health, Inc. Title: VP, Marketing Department: Marketing
Expert drove technology commercialization by leading marketing, product management, and sales operations.

Expert launched the BreatheSmart® DTx Direct-to-Consumer (DTC) initiative, which consists of a digital mobile app and Bluetooth connected HeroTracker® sensors that motivate and educate consumers, health care providers (HCPs), and caregivers to adopt behaviors to improve patient outcomes.
Years Employer Title Department
Years: 2016 to 2018 Employer: Sommetrics, Inc. Title: Vice President, Acute Care Division/ SVP/General Manager, Sleep Division Department: Commercial
Privately-held company focused on anesthesia and respiratory products for sleep and airway management.

As SVP/GM, commercialized the sleep apnea device in Canada by signing a distribution agreement with AvantSleep while building a franchise for a sleep apnea device that will support profitable, commercial sales.

As VP, Acute Care, signed a global distribution agreement with Smiths Medical, Inc. and commercialized aerFree, a non-invasive external airway support for mild to moderate sedation procedures.
Years Employer Title Department
Years: 2014 to 2019 Employer: Logic Ventures Title: Partner Department: Executive
Founding Partner, led successful exit of the company's products (aerosol medication delivery devices) to a global manufacturer and supplier of medical devices having an international presence in over 105 countries.
Years Employer Title Department
Years: 2003 to 2012 Employer: ResMed Corp. Title: Director, Product Management and Sales Operations Department: Commercial Marketing and Sales
He served as the Director of Sales Operations at ResMed (2009–2012). In this role, he led the sales operations team supporting the field-based sales team and established the first business (non-IT) function in Malaysia. Prior to this role, he served as the Director of Product Management at ResMed (2003–2009), where he managed and directed the marketing strategy for the patient interface (mask) product portfolio for the Americas (US, Canada and Latin America) and was heavily involved in new product development, marketing strategy, sales operations, marketing stakeholder management, market research and product lifecycle management.
Years Employer Title Department
Years: 2000 to 2003 Employer: Think Outside, Inc. Title: Director, Product Marketing Department: Marketing and Sales
He led and managed new product development for the Stowaway Portable Keyboard product line generating global revenues of over $40 million (2 million units) and 30 models sold in the U.S., Germany and Japan. He led cross-functional teams in developing hardware and software computing solutions.
Years Employer Title Department
Years: 1992 to 2000 Employer: Kimberly-Clark Corp./Safeskin Corporation Title: Product Manager/Sales Associate Department: Marketing and Sales
He developed and marketed disposable Class II medical device surgical products (drapes/gowns), PPE (gloves, gowns, shoe covers) and sterilization wrap. Expert led and directed a portfolio of medical device examination glove products for global markets. He increased medical revenues from $93 million to $170 million and #1 market share from 24% to 29%.
Years Employer Title Department
Years: 1987 to 1990 Employer: Ernst and Young Title: Senior Accountant Department: Accountant/Audit
Provided audit and advisory services.

International Experience

Years Country / Region Summary
Years: 2009 to 2013 Country / Region: Malaysia Summary: He hired, trained, and developed a team of sales operations specialists to support the 150 person sales team in the U.S. as part of the Sales Operations team.
Years: 2003 to 2009 Country / Region: Australia Summary: He managed the product development team that supported the launch of 15 new products into the global market.
Years: 2000 to 2003 Country / Region: Taiwan Summary: He worked with the engineering team in Taiwan on the development of new consumer electronic devices.
Years: 2014 to Present Country / Region: Taiwan Summary: He worked with a publicly traded medical device company to launch a propriety medical device into the United States.
Years: 1995 to 2000 Country / Region: Thailand Summary: He managed and provided direction for engineering/manufacturing on the development of numerous medical devices.

Career Accomplishments

Associations / Societies
CPA, Georgia
Licenses / Certifications
Awards / Recognition
ResMed: President’s Club Awards 5 time award winner
ResMed: Significant Contributor Award for mask sales of $966 MM and 12.3 MM masks in 6 years.
Kimberly Clark: Contributor of the Quarter – 1Q95

Additional Experience

Expert Witness Experience
Expert has been involved in depositions for publicly traded companies and expert witness testimony in arbitration cases. Most recent was patent infringement case for defense which the defense won. Arbitration Case on Infringement, 2021-2022 as part of the defense. The panel found there was no infringement, so we won the case.

Provided expert testimony on what drives purchasing decisions in the medical device sales and distribution market of orthopedic soft goods, including what buyers (sophisticated buyers such as medical products distributors, group purchasing organizations, integrated health delivery networks and medical providers as well as individual consumers) prioritize in selecting products. Additionally, provided expert testimony around intricacies of issues that drive purchasing decisions such product functionality, price, quality, availability, delivery, warranty, HCPCS/PDAC coding considerations, and trade/brand name irrelevance to the purchasing decision.

Also testified on the processes of HCPCS coding and the interplay between Medicare billing and the providers who submit for reimbursement and the effect this has on consumers receiving said HCPCS category products.
Training / Seminars
He has developed training for hundreds of sales teams, having launched over 60+ products in his career and delivered numerous webinars.
Vendor Selection
Expert has been involved in sourcing/locating vendors for a variety of marketing and sales operations activities including, CRM (, Fleet Management (Runzheimer), Price Tracking and Monitoring (NetEnforcers), Incentive Compensation (BI Worldwide), E-commerce (online stores), Portals (Sharepoint), Marketing Automation.
Marketing Experience
He is adept at providing industry insights into the medical device industry for respiratory, sleep, surgical, wound care, and other hospital and home care products.

Language Skills

Language Proficiency
Hebrew Proficient
French Basic
English Native

Fields of Expertise

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