Traci Prouser

• Built compelling business case to secure funding while guiding early-stage innovation from concept through feasibility. Defined target product profile (TPP) to align technical development with market needs and commercial strategy. • Directed cross-divisional workstream to shape portfolio roadmap, leading situational analysis and competitive landscape reviews to identify and prioritize strategic growth opportunities. Conducted in-depth market research to align leadership on high-potential acquisition targets and future innovation pathways. • Partnered with Regional Marketing to design customer segmentation and channel strategies, enabling targeted go-to-market execution across decentralized care environments. • Optimized portfolio by divesting assets and exiting distribution agreement. Coordinated cross-functional team to deliver flawless separation with zero contract breaches, no customer disruption, and limited inventory loss. • Served as global liaison for successful launch of Abbott BinaxNOW COVID-19 professional test into new segments. • Led high-performing team within collaborative, growth-focused culture.

• Managed diverse product portfolio across all lifecycle stages; launching new assays and building business case to revitalize legacy offering. • Developed strategies and tactics to differentiate products, including customer retention programs, market-shaping activities, online sales training, key opinion leader (KOL) webinars, and collateral. • Initiated cross-divisional strategy to reach additional stakeholders and expand sales opportunities by leveraging strong brand awareness to introduce newer products.

• Led rebranding workstream and updated campaign to reposition instrument in marketplace. • Advanced product improvement efforts by integrating market insights and VoC into sustaining engineering priorities. • Assisted with worldwide forecasting and demand consensus for instrumentation and reagents. • Supported partner assay development program with customers and third-party manufacturers.

Advanced early-stage prospecting and qualification through advanced technical selling, conducted product demonstrations and customer training to support Key Account Managers, resolved product issues throughout sales cycle, and deepened market influence through Key Opinion Leader (KOL) engagement and conference representation.

Championed a diverse portfolio, including blood bank, histology, and blood gas, by supporting reagent and instrument launches; drove Territory Manager performance by developing strategic plans to meet and exceed budget targets and strengthening KOL relationships.

Maintained and expanded existing customer base and created new business opportunities through placement of instruments and reagents. Managed territory of 200 accounts totaling over $1.6MM in annual instrument revenue and $7MM in annual reagent revenue.

Increased reagent revenue by more than 30% and instrument revenue by more than 25% during FY2008. Worked closely with Marketing to promote products and increase sales.

Supported customers throughout sales process with on-site training and troubleshooting. Exceeded growth goals by leveraging technical expertise to help Sales team grow $1.3MM reagent business.