Claudia Herrera Fernandez

Ovizio Imaging Systems develops and commercializes unique cell analyzers that serve the Bioprocessing market, from Research& Innovation to Manufacturing

Key Responsibilities:

• Business Development and Sales Strategy: Implemented a distributor strategy and optimized a global sales strategy to identify and capture new business opportunities, driving revenue growth.
• Lead Generation and Market Penetration: Developed and executed a targeted lead generation marketing strategy, effectively expanding the Cell & Gene Therapy and Vaccine markets by aligning products with specific market needs.
• Customer Relationship Management and Support: Strengthened customer relationships through tailored solutions, ensuring optimal product usage and fostering repeat business, while providing post-sale training and ongoing support.
• Market Adaptation and Product Demonstrations: Identified and adapted products to meet market needs, conducting on-site demonstrations that directly contributed to pipeline development and successful sales closures.
• CRM Management and Performance Reporting: Maintained accurate CRM data and reported on KPIs monthly, driving growth within the sales focus area by leveraging actionable insights.
• Professional Representation: Represented the company at external meetings and scientific conferences, enhancing brand visibility and building strategic partnerships.

Qvella™ is a clinical diagnostics company with the goal to provide microbiology results in minutes. Providing clinicians with actionable information in clinically relevant time frames – minutes vs. hours or days – has the potential to revolutionize patient outcomes and reduce healthcare costs.

Core Responsibilities and Achievements:

• Market Entry and Expansion: Spearheaded the entry of Qvella’s product into the Spanish market, establishing a presence in over 70 public and private healthcare institutions, including leading laboratory groups, within the first year.
• Lead Generation and Pipeline Development: Developed a robust lead pipeline from scratch, generating over 40 qualified leads through targeted cold calls, emails, and direct visits.
• Sales Growth: Successfully drove the sales process, closing contracts with major healthcare institutions and surpassing the initial sales targets by 20%.
• Product Customization: Identified and addressed market-specific needs by adapting product offerings, resulting in a 15% increase in customer satisfaction.
• Industry Engagement: Represented Qvella at key industry events, delivering presentations and engaging with stakeholders, leading to a 25% increase in brand visibility and recognition in the Spanish healthcare market.
• Business Strategy Execution: Played a crucial role in executing the business plan, achieving 100% of the targeted revenue goals and contributing to the company’s strategic objectives in the region.

BENEO offers plant-based functional ingredients for food, feed and pharma that help improve the nutritional and technical properties of a wide variety of products, while maintaining or even improving taste or texture.

Objective: Enhance sales performance and customer satisfaction by providing strategic support throughout the sales process, optimizing documentation and event management, and ensuring data accuracy.

• Generated comprehensive monthly and quarterly sales reports, suggesting accurate forecasts. Improved forecast accuracy by 15%, directly contributing to increase in sales performance by providing actionable insights to the sales team.
• Provided strategic support in management-level decisions regarding accounts receivables. Achieved a 20% reduction in outstanding balances within six months, significantly improving the company's cash flow and financial health.
• Supported the Sales team, customers, and SNP throughout every phase of the sales journey. Ensured a 98% customer satisfaction rate.
• Managed technical and quality documentation to meet customs or customer requirements. Successfully handled over documentation requests with a 100% on-time delivery rate, ensuring seamless compliance and customer satisfaction.
• Organized fairs, sales meetings, and executed internal and external events. Led the organization of more than 15 events annually, resulting in a 25% increase in lead generation and significantly enhancing brand visibility in the EMEA region.
• Assisted the sales team in maintaining an up-to-date CRM system. Improved CRM data accuracy by 40%, leading to more effective sales strategies and enhanced customer relationship management.

Mölnlycke is a world leading medical solutions company, with the purpose to advance performance in healthcare across the world.

• Managed a team of 3 customer administrators during the COVID-19 pandemic, supporting operations across the Southern Europe market. Successfully maintained a 98% order accuracy rate and ensured 85% on-time delivery, contributing to uninterrupted service despite the challenging circumstances.
• Supervised and executed daily customer orders using SAP, ensuring all orders were processed correctly and efficiently. Managed an average of 150 orders per week.
• Authored quotations and responded to RFIs and product-related inquiries. Delivered over 200 tailored quotations and responses, achieving a 90% conversion rate from inquiries to orders.
• Monitored and provided status updates on customer orders and requests, ensuring customers were informed promptly. Reduced order-related inquiries by 30% through proactive communication, leading to improved customer trust and satisfaction.
• Supervised and registered customer complaints, ensuring all issues were addressed and resolved promptly.
• Acted as the Single Point of Contact (SPOC) between the market and various company departments (logistics, billing, supply chain, carriers). Facilitated efficient cross-departmental communication, reducing order processing time by 20%.
• Generated and analyzed KPIs, implementing corrective actions as needed. Identified and resolved key process inefficiencies, leading to a 10% improvement in overall team performance and customer satisfaction.
• Processed return order requests and followed through until the issuance of credit notes.

• Following my relocation to Belgium, I recognized the importance of embracing the local culture and enhancing my professional skill set to thrive in the diverse European market, so I chose to embark on a sabbatical year dedicated to intensive French language immersion and advanced marketing courses

BDC International is a Belgian company specializing in the distribution of services and equipment in Cuba.

My principal objective was to drive growth in the Lifescience and BioPharma market in Cuba by managing key accounts, executing strategic marketing initiatives, and optimizing business processes..

• Led major supply projects for strategic chemicals, successfully managing contracts worth over €2 million annually, ensuring timely delivery and compliance with client specifications.
• Developed the Lifescience/BioPharma market in Cuba, resulting in a 30% increase in market share within two years by identifying and capitalizing on key growth opportunities.
• Managed marketing campaigns and set strategic goals, which resulted in a 20% increase in lead generation and a 15% rise in conversion rates, directly contributing to revenue growth.
• Handled key account management and business development activities (farming and hunting), maintaining relationships with over 50 clients and securing new contracts worth an additional €500,000 annually.
• Gained a strong understanding of public decision-making processes (DMUM), which facilitated the successful navigation of complex regulatory environments and accelerated project approvals.
• Implemented the CRM system (Odoo), which improved client data management and sales tracking, leading to an increase in sales efficiency and better customer follow-up.
• Applied knowledge of international logistics and administration,

Cuba's sugar industry is the flagship of Cuba's International Trade plan. Our objective as team was to start the modernization and strategic growth of Cuba's sugar industry by leading product management initiatives, market research, and customer engagement.

• Played a key role in establishing the first structured Product Management department at Azcuba, helping to create streamlined processes for product development and market entry strategies.
• Managed technical product development, ensuring that new products met industry standards and customer needs, resulting in a 15% increase in product adoption across key markets.
• Conducted comprehensive market research on the global sugar industry, identifying emerging trends and opportunities that informed the strategic goals and positioning of our product portfolio.
• Defined and implemented the marketing mix, tailored to specific market segments based on in-depth segmentation and positioning studies, which led to a 20% increase in market penetration.
• Engaged directly with B2C and B2B prospects and customers, analyzing market opportunities and staying attuned to evolving industry needs, which helped secure contracts worth over $5 million annually.
• Developed and executed marketing plans, driving brand awareness and sales growth, contributing to a 10% increase in annual revenue.

• Isolation and identification of pathogenic bacteria in vegetable and vegetable crops by FISH: fluorescence in-situ hybridization; ELISA: enzyme-linked immunosorbent assay; IF: immunofluorescence and CFU: colony forming unit.
• Culture of plant material.
• Characterization and production of rabbit specific antibodies used for the diagnosis of plants pathogenic bacteria.
• Implementation of DNA based molecular diagnostic techniques (PCR) in the diagnostic and identification of plants pathogenic bacteria.

Bacteriology laboratory - Research Department

• Molecular diagnosis of pathogenic bacteria isolated from the respiratory systems in HIV/AIDS patients.
• Culture, identification and antimicrobial susceptibility testing of Enterococcus as direct cause of intrahospital infections.
• Nationwide mapping of Enterococcus isolates causing urinary and respiratory infections in neonatal wards.
• Develop and assist Research projects for bacterial characterization related to respiratory infectious diseases as Staphylococcus, Enterococcus and Streptococcus.
• Characterization of Enterococcus faecium isolated in newborn patients.
• Molecular epidemiologic analysis of Enterococcus faecalis isolates in Cuba by multilocus sequence typing.
• Naturally acquired immunity to Haemophilus influenzae type B in healthy Cuban children.

Clinical Microbiology - Medical Care Department.

• General diagnostic of viral, bacterial, and parasitological infection diseases, providing laboratory services for all health departments of the Hospital.
• Processing biological samples from patients.
• Research, early identification and treatment of nosocomial diseases.
• Preparation of specific media culture.
• Usage of microbiological techniques for the diagnosis of bacterial infections and sepsis in ICUs.
• Application of existing culture-based methodologies, rapid antigen detection, nucleic acid detection (PCR assays and microarrays), sepsis biomarkers, pathogen detection and susceptibility testing.
• Prepare technical reports and recommendations based upon the results.
• Implamentation of GMPL protocols .