Dr. Cristina Crisan Tran

Responsible for the strategic and operational leadership of the Medical & Commercial Education EMEA function with a team of 37 reports (8 direct) and 24 million CHF budget • Increased NPS scores by over 20% to consistently reach 80+ • Advanced DEI within the industry by launching a program to accelerate female orthopedic surgeons’ careers • Strengthened collaboration with 15+ world renowned academic institutions • Set-up from scratch an EMEA wide sales effectiveness program for first line Sales Managers

Responsible for consulting small and mid-sized companies on building necessary structures to increase commercial effectiveness and drive growth • Developed a Commercial Excellence Approach for small and mid-sized subsidiaries • Introduced a novel Customer Segmentation concept across all segments (hips, knees and shoulders) • Identified target customers, allocated resources, and mapped sales territories • Developed Customer Programs to acquire, grow and keep customers in the loyalty loop

Responsible for the strategic and operational leadership of the Global Customer Marketing & Education function with a team of 18 reports (6 direct) and 5.6 million CHF budget • Managed and continuously developed the product solutions and value-added services portfolio to strengthen Straumann as partner of choice for dental professionals translating into 10% points market share increase • Contributed to double digit sales growth (20%+) by identifying and developing new customer segments (GPs and Women)

Responsible for setting-up from scratch and leading the Global Field Marketing function with a team of 11 reports (5 direct) and 3.5 million CHF budget • Developed and executed the annual marketing agenda to improve the effectiveness of marketing spend, leading to savings of 15% • Improved customer loyalty through churn modeling with predictive analytics stopping revenue loss of yearly 50 million CHF • Established eCommerce as a key B2B customer touch point and growth driver (30 millions CHF in 6 months)

Responsible for developing the Global Sales Operations function from scratch as well as advancing global launch management and pricing. Sparring partner to Group Vice President Sales in consulting subsidiaries on strategic topics. • Set-up and developed new subsidiaries in emerging markets and held P&L responsibility for them • Managed all product launches contributing to the organic growth of the company by 300% • Drove subsidiaries’ turn-around and business transformation projects to reach 10-15% growth

Internationale Wirtschaftsbeziehungen