Justin Smith

Over 21 years in medical device, mostly in Marketing, Product, and Business Development. I've worked in multiple markets within medical device, specifically dialysis, infusion, enteral feeding, polyurethanes for catheters, orthopedic & sports medicine, spine, and diabetes management. I specialize in strategy along with strategic planning, and creative problem-solving. I have 15 years of leadership experience and won the Leadership Excellence Award at Moog Medical Devices.

Global Director of Product Management (2022 to Present)  Tandem Diabetes Care , San Diego, CA
Leading a team of Product Managers and overseeing the management of Tandem's >$800M flagship Insulin Pump product line, including pump hardware, embedded software, consumables, mobile application, and infusion sets.  

• Mentor Product Management team, refocusing them on proper responsibilities and teaching them how to develop Strategic Product Plans to guide them in being strategic rather than reactive in upstream decision making.

• Develop strategy and rationale for initiating development of a next generation insulin pump, including selling reprioritization of project over current projects in development.

• Create infusion set strategy accounting for life cycle planning for current products, integration of product developed by recent acquisition, and partnering with key supplier responsible for multiple new strategic products in development.

Sr Director of Marketing & Customer Service (2018 to 2022)  Moog Medical Devices, Salt Lake City, UT
Provide strategic direction for the Marketing organization, including driving a comprehensive transformation of people and processes to increase output and directing breakthrough projects to facilitate market penetration and expansion.

• Built, mentored, and managed 4 managers, and 17 indirect team members consisting of Product Managers, Marketing Managers, Marketing Communications, Contracts and Pricing, and Customer Service personnel.

• Crafted robust, streamlined marketing processes that facilitated the development of new marketing plans (now used as a foundation for overall corporate strategy), product roadmaps, business cases, M&A strategies, and pricing and VoC research.

• Fostered continuous improvement in departmental output and operational efficiency by introducing marketing analytics, sales enablement techniques, and social media strategies/programs.  

• Directed the end-to-end implementation of breakthrough projects in the enteral and infusion markets, including VoC research, user requirements design, and monetization and GTM strategy development.

• Developed strategy to actively grow Canadian and LATAM market and prepare it for upcoming product launches.

Senior Product Manager (2016 to 2018)

Strategized and developed an upstream-focused product strategy/roadmap for the post-acute enteral product line, resulting in a revolutionary product concept expected to drive significant growth in market share for Moog.

• Defined and established the product vision and user requirements (based on detailed market, competitive, and VoC research) to create a unique, differentiated product concept that would confer a critical competitive advantage.

• Collaborated cross-functionally in driving the project forward, including persuading and securing buy-in from leadership to prioritize funding for the project against other competing initiatives.

Product Manager (2006 to 2011)

Led a team of 3 Associate Product Managers and 2 interns in planning and executing product and business development initiatives targeting key international markets (Canada, Japan, and Germany).

• Generated 41% growth within two years for a division consisting of a $55M enteral product line and $22M ultrasonic OEM product line) by implementing a targeted, data-driven growth strategy.

• Coordinated all aspects of product strategy for the launch of the Infinity Orange enteral feeding pump, including the launch plan, communications plan, marketing collateral, forecasting, pricing strategy, product training, and post-market surveillance.

Director of Marketing | Senior Product Manager (2015 to 2016)    Amedica (now SiNTx), Salt Lake City, UT

Spearheaded the end-to-end development and rollout of the strategic business development plan for the private label and OEM categories, including creating the company’s first-ever integrated marketing plan and a new product branding plan.

• Orchestrated the development of a private-label product for the Chinese market, in addition to mentoring 2 junior Product Managers on the product development and commercialization process to enable a successful new product launch.  

• Planned and delivered training on the new product to a group of ~6 surgeons in a cadaver lab, thereby securing FDA clearance for the product launch.

• Crafted a wide range of new technical marketing collateral that increased the effectiveness and consistency of product messaging while elevating brand awareness in both domestic and international markets.

Orthopedic Sales Manager (2014 to 2015)                     JLSmith Medical, Northern Utah

Built an orthopedic sales practice from the ground up, with full responsibility for business development, strategic relationship building, surgeon/hospital staff training, and inventory management for multiple lines of orthopedic products.

• Managed and drove growth for a portfolio of orthopedic instruments and implants that included upper extremity arthroplasty (Tornier), knee arthroplasty (ConforMIS), sports medicine (Cayenne Medical), and allograft/biologic (RTI Surgical) products.

• Developed close, consultative relationships with orthopedic surgeons, nurses, scrub technicians, and hospital administrative staff, including providing training and solving complex problems to enable optimal surgical outcomes.

Life Science Market Manager (2011 to 2014)              Parker Hannifin (EPS Division), Salt Lake City, UT

Formulated and executed targeted, data-driven business development strategies and market plans for the EPS Division’s Life Science market to facilitate new product launches and continuous growth across domestic and international markets.

• Oversaw the entire product life cycle from product roadmap development and market mapping to customer engagement, product launch, and post-launch monitoring and analysis.

• Leveraged insights from a wide range of market research methods - including VoC interviews, focus groups, and online and telephone surveys – to inform the development of GTM strategies and product campaigns.

Founding Partner (2010 to 2012)               Rithyorke, LLC (now Biosonix), Salt Lake City, UT

Co-founded and grew a medical device engineering start-up focusing on ultrasonic sensing, fluid control, and surgical handpieces, with oversight of marketing and business development as well as operational and financial management. 

Master of Business Administration (MBA), Marketing Emphasis • University of Utah, Salt Lake City, UT
Bachelor of Science (BS) in Exercise Physiology • Brigham Young University, Provo, UT