case study: TÜV SÜD (2023-2024)

 TÜV SÜD invested $12M to expand its footprint in Minnesota’s Medical Alley, opening a 20,000 sq. ft. microbiology lab to serve medical device manufacturers across the U.S. and LATAM.

As Marketing Manager for the Americas, I led marketing and project management efforts for the launch—driving awareness, generating leads, and aligning regional go-to-market initiatives with global teams across Europe and APAC. 

 Design and execute an integrated marketing and project management strategy to position the new lab as a leading partner for U.S. MedTech companies. Coordinate with global teams to align messaging, manage campaign timelines, and ensure visibility and lead flow through digital and event channels.

• Led cross-functional project management for marketing initiatives—scoping workstreams, setting timelines, and coordinating deliverables across global and regional teams
• Ran multi-channel campaigns through LinkedIn Ads, Google Ads, Marketo, and Sitecore, integrating outreach across digital, paid, and email 
• Directed end-to-end event strategy for key industry conferences including RAPS, AAOS, and Biocompatibility Insights
• Developed go-to-market plans tailored to RA/QA, engineering, and procurement personas 
• Built dashboards in GA4, Power BI, and SEMrush to monitor campaign ROI and performance
• Streamlined outbound email campaigns: conducted list cleanup, A/B tested subject lines and CTAs, and improved open/click rates
• Introduced Agile sprints to synchronize campaign planning with global launches and product readiness 
• Oversaw campaign intake, progress tracking, and reporting using collaborative PM tools (e.g., Planner, Teams, shared Gantt charts)
• Presented campaign and project performance during quarterly business reviews to inform executive decision-making

• Positioned TÜV SÜD’s new lab as a premier testing partner in the U.S. medical device market 
• Generated 150+ executive-level contacts and 90+ qualified leads from three major conferences
• Increased marketing efficiency and visibility across digital and in-person channels
• Improved internal collaboration and launch readiness through structured project plans and sprint cadences
• Strengthened brand positioning across the Americas while aligning with global strategy
• Enhanced executive decision-making with live dashboards and clear reporting workflows
• Laid the foundation for scalable growth through standardized GTM and project management frameworks
   

• Regional GTM Strategy (U.S., Canada, LATAM) with integrated campaign planning and execution 
• Multi-Channel Campaign Management (LinkedIn Ads, Google Ads, Marketo, Sitecore)
• SEO, PPC Audits, and Digital Optimization for discoverability and engagement 
• U.S. Event Marketing (3 flagship conferences) with pre/post-show workflows and lead capture systems
• Messaging & Persona Development (RA/QA, procurement, engineering)
• ABM Campaign Pilots for strategic U.S. accounts 
• KPI & ROI Measurement Dashboards (GA4, Power BI, SEMrush)
• Agile Project Management and cross-regional collaboration with EU/APAC teams 
• Thought Leadership Content and Sales Enablement Collateral
• Quarterly Business Review (QBR) Reporting and Strategic Planning Support
• Regulatory Marketing (IVDR, MDR, FDA readiness) with risk-focused messaging frameworks

• 5+ GTM plans spanning technical service lines 
• 10+ regional marketing campaigns (digital, paid, email)
• PPC audit with optimized targeting and refreshed ad creative
• Event playbooks and lead capture protocols for 3 major U.S. conferences
• ROI tracking dashboards segmented by region and channel
• U.S.-specific buyer messaging and sales enablement assets
• Executive-level QBR decks and strategic insights for regional leadership
• Post-event retargeting workflows and email nurture sequences

• PMP Certification Training (37.5 Contact Hours, The Knowledge Academy – May 2023)
  Demonstrates advanced project management knowledge, supporting campaign and event execution across regions.
• Navigating MHS Testing Services – TÜV SÜD (Completed April 2024)
  Covers microbiology, sterility, packaging, EO validation, and biocompatibility - reinforcing subject matter fluency in regulatory medical device testing.

• Microbiology & Environmental Monitoring
• Biocompatibility Testing
• Chemical Characterization 
• Sterilization Validation (including EO and steam)
• Packaging Validation 
• Electrical Safety & EMC Testing
• Mechanical & Functional Testing 
• Usability & Human Factors Engineering
• In Vitro Diagnostic (IVD) Testing 
• MDR/IVDR & Regulatory Compliance Support
• AI & Cybersecurity Risk Assessments