Cristina Lobo

Led regional marketing strategy and market development across key LATAM markets. Redefined and drove marketing plans for Therapeutic Systems and Cell Therapy portfolios, including segmentation, positioning, communications, and market development initiatives aligned to commercial and clinical stakeholders. Supported go-to-market and launch execution for Cell Therapy across Brazil, Mexico, and Colombia by structuring market readiness, positioning, and alignment with commercial and clinical teams. Managed an annual LATAM marketing budget of approximately US$500K, optimizing investments by about 10% and directing spend across medical education, congresses, demand generation, and market development. Delivered integrated initiatives with Sales, Medical Affairs, Market Access, Regulatory Affairs, and Global Marketing, using customer insights, competitive intelligence, market trends, and stakeholder feedback to inform decisions and drive adoption and growth (including 20.6% sales growth in The

Led LATAM regional marketing strategy across key Latin American markets, translating global priorities into positioning, go-to-market, and market development plans for Therapeutic Systems and Cell Therapy portfolios. Redefined marketing strategy aligned to commercial priorities using account segmentation and market development initiatives, contributing to 20.6% sales growth in Therapeutic Systems (FY24–FY25) through integrated marketing, market development, and commercialization activities. Directed go-to-market and launch of Cell Therapy portfolio in Brazil, Mexico, and Colombia, structuring market readiness, positioning, communications, and alignment with commercial and clinical stakeholders. Managed an annual regional marketing budget (~US$500K), optimizing investments by ~10% across campaigns, medical education, congresses, demand generation, and market development; partnered cross-functionally with Sales, Medical Affairs, Market Access, Regulatory Affairs, and Global Marketing t

Worked in inside sales supporting Mercosur; responsibilities included sales support, customer relationship management, and pipeline activities in a commercial environment.