Kelsey Sunderland
Minneapolis
Summary
Results-driven Senior Marketing Manager with expertise in global launch execution, downstream marketing, and market development strategy within the medical device industry. Proven leader in cross-functional collaboration, driving high-impact go-to-market strategies that accelerate product adoption and expand market presence.
Overview
11
11
years of professional experience
Work History
Senior Marketing Manger
ZOLL Medical
10.2022 - Current
- Led the go-to-market strategy, defining positioning, target segmentation, and pricing while driving sales enablement, launch planning, and cross-functional alignment to accelerate product adoption and revenue growth.
- Led the global commercial launch strategy for ZOLL’s next-generation monitor/defibrillator, driving coordinated market entry across EMS and hospital segments worldwide.
- To ensure a successful global launch, partnered closely with Group Product Management, EMS and Hospital Marketing, R&D, Operations, Regulatory, Sales, Service, Clinical Support and Training to drive alignment, execution excellence, and field readiness.
- Collaborated with marketing teams to deliver the company’s largest product launch to the sales organization at the Annual Sales Meeting, driving engagement, alignment, and field momentum.
- Oversaw substantial commercial launch marketing budget across EMS and hospital segments, strategically allocating resources to maximize market impact.
- Developed competitive positioning and pricing strategies in response to key competitors’ product launch, ensuring sustained momentum during our launch.
Marketing Manager - NA Hospital, CPR/Software
ZOLL Medical
01.2019 - 10.2022
- Provided marketing support for the North American Hospital CPR and software portfolio lines with a focus on launching new products, creating market development strategies, product positioning and sales support training.
- Created a comprehensive marketing plan to drive adoption of our code data solutions, resulting in an increased attachment of software sold with defibrillators from 39% to 59% over the course of a fiscal year. Also increased sales of our cloud-based software from 12% to 34% in that same year.
- Developed a comprehensive marketing plan to drive adoption of the CPR portfolio, with a specific focus on our automated CPR device, which resulted in the largest number of hospital sales over the course of a fiscal year in NA hospital history.
- Partnered with Clinical Marketing to develop market strategies that increased adoption of code data software.
- Identified potential Centers of Excellence resulting in the creation of two key reference accounts to support sales. Leveraged these accounts by creating case studies, webinars, and tradeshow podium presentations.
- Developed KOL plan with Clinical Marketing, establishing a speaker's bureau, user group, and KOL summit.
- Collaborated with post-sales support teams to create a unified process for customer implementation.
- Established brand identity for automated CPR device as a solution for infectious disease control during COVID-19, creating marketing tools with updated messaging, videos/webinars, and direct communications.
Marketing Manager - Global, IPR Therapy
ZOLL Medical
01.2016 - 01.2019
- Partnered with the VP of Marketing to provide downstream marketing support for the global IPR product line across multiple market channels. Successfully collaborated with various cross functional teams to create a cohesive portfolio message.
- Implemented comprehensive marketing plan that increased leads through targeted advertising, social media, trade show presence, webinars, and educational events.
- Created and launched hospital-specific symposium program targeting potential key customers, resulting in 8 events over 2 years with 37 hospitals attending and converting 26 to ZOLL customers.
- Worked in conjunction with clinical marketing on several market development tactics to increase product awareness, including identifying and developing key opinion leaders, leveraging reference sites, submitting speaker abstracts to tradeshows and hosting educational events.
- Collaborated with publication team on identifying areas of opportunity for further research/clinical studies based on market needs.
- Created annual strategic marketing plans for various products while managing the annual budget
- Trained global sales and marketing teams on IPR technology to ensure proficiency.
Associate Product Manager - IPR Therapy
Advanced Circulatory/ZOLL Medical
01.2015 - 01.2016
- Provided both downstream and upstream marketing support for the IPR portfolio.
- Contributed to go-to-market strategy for newly approved PMA device in EMS market.
- Conducted market research to enhance current devices and training accessories, facilitating new customer implementation.
- Worked in conjunction with clinical marketing and sales on several market development tactics to increase awareness, including identifying and developing key opinion leaders, reference sites and centers of excellence.
- Collaborated with consulting agency to generate leads through targeted advertising, social media, trade shows, webinars, and educational events.
- Contributed to the integration team for a newly acquired technology within ZOLL, focusing on internal sales training and sales support for products.
Education
Master's - Business Administration with Emphasis in Marketing
St. Catherine University
St Paul, MN01.2016
Bachelor of Arts - Marketing Communications and Psychology
Hamline University
St Paul, MN01.2011
Skills
- Go-to-market strategy
- Product Launch Experience
- Market Development Strategy
- Competitive analysis
- Product positioning
- Market analysis
- New Product Development
- Strategic Planning
- Cross-functional collaboration
- Team leadership
Accomplishments
- 2021 ZOLL Leadership Recipient - Forward Thinking
- Completed American Management Association (AMA) Leadership and Team Development for Managerial Success Course
Professional Expertise
- Microsoft Office (Word, PowerPoint, Excel)
- Sales Force
- Adobe
Timeline
Senior Marketing Manger
ZOLL Medical
10.2022 - Current
Marketing Manager - NA Hospital, CPR/Software
ZOLL Medical
01.2019 - 10.2022
Marketing Manager - Global, IPR Therapy
ZOLL Medical
01.2016 - 01.2019
Associate Product Manager - IPR Therapy
Advanced Circulatory/ZOLL Medical
01.2015 - 01.2016
Master's - Business Administration with Emphasis in Marketing
St. Catherine University
Bachelor of Arts - Marketing Communications and Psychology
Hamline University