SEEUN BAECK
Palo Alto
Summary
Strategic MedTech leader with 13+ years blending professional education, marketing, and commercial strategy across Ethicon portfolios in APAC and the U.S. I design and scale blended learning programs (hands-on labs, simulation, digital learning) that delivered 151+HCPs trainings, supported NPIs achieving >200% adoption in priority accounts, and consistently outperformed TQA benchmarks. Skilled in market analysis, brand positioning, and go-to-market strategy, I build trusted relationships with HCPs at competitor accounts and key decision makers to convert opportunities. Gifted Account Executive with remarkable clinical knowledge and success in coordinating strategic strategies to boost ProfEd exposure, customer engagement and market share. Innovative and forward-thinking with strong leadership, relationship-building and project management skills.
Overview
24
24
years of professional experience
Work History
Account Executive / OrthoElite Lead
Advanced Hemostasis & Healing
01.2024 - Current
- Led by example in the region by inspiring colleagues with bold ProfEd ideas, piloting test-and-learn initiatives, and demonstrating resilience and agility to adapt to change.
- Executed professional education programs( Sutter, PAMF, County HS) to increase clinical adoption and product utilization.
- Lead Value Analysis Committee evaluations to shape product selection and procurement decisions based on clinical and economic value.
- Executed targeted territory plans and cross-functional initiatives to expand market share and improve key accounts.
Account Executive/ Area Op smile Lead
Advanced Surgical Instrument
01.2022 - 01.2024
- Drove to deliver a successful 2022 including the installation of new products: The first Echelon 3000 pre orders: Core Endo list price purchase by Sutter + VMC.
- Constantly in protect and defend mode with significant movement to RPO for Energy and Core Endo, several key surgeons moving to new hospitals across territory borders or exclusively to the robot, and gray market activity at a large stapling account.
- Developed and implemented contract strategies to optimize the energy portfolio and drive customer adoption of ASI’s portfolio.
- Protect and defend to convert a significant amount of EndoMech business away from Covidien across the SC territory including a complete conversion/ elimination of competitive product on the shelf.
- Strengthening procedural support and clinical partnership to drive product adoption and improve OR efficiency.
- Hand on Wound Closure, HOPS, Resident Lab at SVCM, MIS Surgical Skill Lab (38 Residents,18 surgeons), CE Basic of Electrosurgery at SMSC and 25 of HCPs, CE Preventing Surgical Fires, Hands-on Science of Energy,36 PCPs.
Orthopedic Sales Specialist
ETHICON
01.2018 - 01.2021
- Ranked in the Top 5 % out of 90 OSRs (Orthopedic/Spine Specialty Repetitive).
- Successfully Converted Hospital Systems and gained a significant competitive share.
- Analytic thinking, Market analytics/segmentation, Product portfolio management.
- Developed a $120K new business.
- Launched a new product in 5 accounts in the Bay Area.
- Recognized Win at Stanford with the WC success of $70K sales growth.
- Lead the development of an education model, Building up a robust cross-functional project: 55 customers participated in WCA (Wound Closure Academy in 2019& 2020).
- Stanford Suturing Workshop in 2020 educated 72 orthopedics residents/fellows.
- Recruited 22 PAs/NPs/MAs in virtual and offline training.
- Built a robust strategy and laid out practical methods to overcome the objection.
Marketing Manager
KOTRA
San Francisco Bay Area
01.2016 - 01.2018
- International Trade Facilitation: Foreign Investment Promotion, supporting enterprises to do business in America.
- Finding US advisors or mentors to enter the US market for the growth of new export companies.
- Bridging global partnership businesses and Infrastructural support to strengthen global competitiveness.
Sr. Product Manager
ETHICON
01.2007 - 01.2010
- Achieved 170.4% sales growth from the new market creation by repositioning Ethicon Product Mix.
- Led projects with internal teams and stakeholders to ensure market brand and organizational readiness.
- Responsible for managing a P&L, developed a sales force strategy, and executed Marketing plans to achieve business results.
- Improved profitability, implemented performance standards, and rolled out digital marketing.
- Demonstrated strong project management skills in overseeing the successful execution of marketing campaigns and product launches.
- Researched, evaluated, and selected branding solutions, including brand management.
- Business plan, financial target, price, A&P management, and tax invoice for monitoring franchise performance indicators.
- Targeted allocation and oversight, forecasting, and developing new revenue streams.
- North Asia Pacific Region
Professional Education Trainer
ETHICON
01.2006 - 01.2007
- Published P&P monthly newsletters and achieved # 1 innovation Award.
- Provided a new learning platform for the national sales team to build product knowledge.
- Led all sales operations, including developing training materials, recruiting, training, and day-to-day supervision.
- Acted as the leader of the franchise congress and Professional education training, which entails product marketing, and coordinating seminars.
- Standardized internal and external programs and created products and surgical procedure training.
- KOREA
Sr. Product Specialist
ETHICON
01.2002 - 01.2007
- Asia Pacific Achievers Club of sales objectives for five consecutive years with solid sales competency and abundant product/procedure knowledge.
- Regained market winner by total conversion through raising product differentiation.
- Expanded market and sales growth through key opinion leaders' management by 121%.
- Sales Champion for selling instruments in the operating room through a product awareness program.
- Developed pioneer market and new account sales by launching new products in a successful suture and wound management market.
- KOREA
Education
B.A. - Liberal Art
Korea University
Seoul, KoreaSupply Chain Management, Finance II, Time & Territory Management, Problem Solving II, Johnson& Johnson Marketing Summit, MLDP, Asia In-house Training, SIX Sigma Green Belt
Skills
- NPI adoption strategy
- Strong analytical skill
- ProfEd strategy & curriculum design
- Market analysis
- Brand positioning
- Conversion-focused education
- NPI launch enablement
- Go-to-market support
- KOLs relationship management
- Market segmentation
- Product portfolio management
- Territory planning
- Effective communication
- Business growth opportunities
- Marketing strategy implementation
Awards
- TQA Achievement in 2021, 2022, 2023, 2024 (102%), 2025 (107%)
- Mighty West Can-Do Spirit Award in 2020
- Top Achiever’s Club for excellent performance in 2007
- MD&D Asia-Pacific OTW sales Achievement, Paris in 2007
- MD&D Asia Pacific Outstanding Sales Growth in 2007
- PE 6 Sigma GB Achieved in 2007
- MD&D Asia-Pacific OTW sales Achievement, Australia in 2006
- MD&D Asia Pacific Million Dollar Club in 2006
- Worldwide awarded nominated Champions Circle Award hemostasis USA in 2005
- MD&D Asia-Pacific OTW sales Achievement, Athens in 2005
- Homeostasis New product, Fibrillar Champion in 2004
- MD&D Asia-Pacific OTW sales Achievement, San Francisco in 2004
- Top Achiever’s Club for excellent performance in 2004
- MD&D Asia Pacific’s outstanding Sales Growth in 2004
- Topical Wound Adhesive Champion in 2003
Profile
Consistent high performance: TQA achievements across 2021–2025 (TQA, multiple years over 100%)., Led record professional education events: trained 151 HCPs in a year; ran resident labs (38 residents, 18 surgeons), 1st EEE at Stanford (15 HCPs) and major suturing/workshop events (72 residents/fellows)., Drove device & portfolio adoption: closed Energy NPI, 3000 Win secured multiple device installations and pre-orders for NPIs at Medtronic accounts., Collaborated with cross-functional teams, R&D, QA, Regional council, and external partners to execute the HCP engagement Strategy, ensuring effective implementation and alignment across departments., Consistently achieve management goals across various positions by developing a strategic plan encompassing customer segmentation, dealership management, digital marketing, and patient awareness campaigns.
Timeline
Account Executive / OrthoElite Lead
Advanced Hemostasis & Healing
01.2024 - Current
Account Executive/ Area Op smile Lead
Advanced Surgical Instrument
01.2022 - 01.2024
Orthopedic Sales Specialist
ETHICON
01.2018 - 01.2021
Marketing Manager
KOTRA
01.2016 - 01.2018
Sr. Product Manager
ETHICON
01.2007 - 01.2010
Professional Education Trainer
ETHICON
01.2006 - 01.2007
Sr. Product Specialist
ETHICON
01.2002 - 01.2007
B.A. - Liberal Art
Korea University