Keith Sims MBA
Sale and marketing Leader
Melbourne,VIC
Summary
Dynamic commercial leader with international expertise in ophthalmology, orthopaedics, and diagnostics. Proven track record in developing strategies that integrate technology, clinical excellence, and user engagement to achieve measurable growth. Skilled in multichannel go-to-market execution, design thinking, and customer lifecycle strategy, driving innovation across Europe, APAC, and North America.
Overview
36
36
years of professional experience
Work History
Global Marketing and Commercial Leader
Universal Biosensors
Melbourne
04.2024 - 09.2025
- Led global commercial strategy and field execution for handheld diagnostic platforms supporting cardiology, haematology, and point-of-care clinical environments.
- Directed commercialisation activities supporting FDA 510(k) and ARTG regulatory approvals, working closely with cardiology, haematology, and laboratory clinicians to generate clinical evidence and support adoption. Established structured commercial operating framework integrating CRM, digital engagement, and targeted field execution to support scalable growth.
- Increased product penetration by 25% through structured clinical engagement and targeted commercial execution
- Expanded customer lifetime value from $1,500 to over $5,000 through improved adoption and utilisation
- Successfully supported regulatory approval and commercial launch of handheld diagnostic technology
- Built scalable commercial infrastructure within a microcap environment
- Established robust channel partnerships and distribution agreements to accelerate international expansion and broaden market access for handheld diagnostic technologies.
Senior Strategic Marketing Manager & Commercial Leader APAC - Robotics Technology and Data Solutions
Zimmer Biomet
Melbourne, Singapore
11.2020 - 02.2024
- Led regional commercial strategy and field leadership supporting robotic surgical and digital health platform adoption across APAC. Directed national and regional commercial teams executing strategic territory and account plans across hospitals and healthcare systems. Partnered with surgeons, hospital executives, and healthcare leaders to support adoption of integrated technology solutions combining robotics, implants, and digital monitoring platforms.
- Achieved market leadership across APAC with over 300 robotic system installations
- Delivered over $250M annualised technology-associated revenue
- Successfully repositioned technology platform through structured commercial execution and clinical engagement
- Built sustainable growth through education-led clinical adoption programs
- Launched region-wide peer-to-peer surgeon education initiatives and multidisciplinary training workshops, accelerating clinical proficiency and expanding utilization of advanced robotic platforms across key APAC markets.
Senior Global Product Manager and Market Growth Lead
Corin Group
Melbourne
10.2015 - 02.2015
- Led commercialisation and field execution supporting launch of robotic surgical technology across Europe and ANZ. Developed and executed structured market entry and adoption strategies, partnering with key opinion leaders and healthcare institutions.
- Delivered over 50 robotic installations across Europe and 25 across ANZ
- Successfully converted major accounts through structured clinical education and engagement
- Established sustainable commercial footprint across priority markets
- Forged high-impact partnerships with healthcare providers and distributors, driving sustained revenue growth and enhancing long-term brand presence in targeted regions.
State Sales Manager Joints Sports Medicine and Extremity
Johnson and Johnson
Melbourne
06.2009 - 02.2015
- Led orthopaedic sales across Victoria and Tasmania managing a large regional implant business.
- Managed $40M orthopaedic implant business across multiple hospital networks
- Led sales team across joint reconstruction and orthopaedics
- Delivered sustained revenue growth and market share expansion
- Developed structured territory management and account planning frameworks
- Built leadership capability while delivering strong commercial growth.
- Championed high-value partnerships with key opinion leaders and hospital decision-makers, driving territory-wide adoption of advanced orthopaedic technologies and facilitating long-term account retention.
Regional Sales Manager Orthopaedic Joint Replacement
Stryker
, UK and ANZ
01.2006 - 09.2009
- Recognised with European Sales and Volume Achievement Awards for three consecutive years
- Consistently exceeded revenue and market share targets
- Successfully launched capital surgical platforms and drove adoption through structured clinical engagement
- Forged high-impact partnerships with key healthcare providers and surgeons to increase market penetration of orthopaedic joint replacement solutions, fostering sustained account growth and procedure volume expansion.
Sales and Marketing Commercial Lead
Bausch and Lomb
UK, Ireland
04.1994 - 12.2000
- Led commercial and marketing activities for Cataract (Phaco), Vitreoretinal (VR), and Refractive Surgery platforms. Launched C-Lasik customised ablation technology and Millennium Phacoemulsification systems, achieving rapid adoption. Led UK and Ireland to #1 market position for surgical system installations, taking share from major competitors through targeted education and surgeon engagement.
- Formulated and executed targeted sales strategies for premium ophthalmic devices, strengthening relationships with key opinion leaders and healthcare partners to significantly elevate product uptake and expand market presence across the UK and Ireland.
- Secured high-value procurement contracts with major NHS Trusts by navigating complex tender processes and effectively presenting clinical and commercial value propositions for advanced ophthalmic solutions.
- Championed cross-functional collaboration between sales, marketing, and clinical support teams to drive the launch and market penetration of advanced ophthalmic technologies, fostering long-term partnerships with healthcare providers and consistently advancing revenue growth objectives.
- Engineered comprehensive market analyses to identify emerging opportunities for new ophthalmic product lines, leveraging insights to support data-driven decisions that consistently advanced revenue and market share objectives for the UK and Ireland.
Key Account Manager
Wessley Jessen PBH
UK
03.1990 - 01.1994
- Led penetration and utilisation strategy and execution for major optometry retail chains across the UK.
- Delivered substantial growth with key retails sites including Boots, Vision Express and Specsavers through own label initiative programs, disposable lens deployment and range selling to maximise patient choice including complex lens solutions for astigmatism and other ocular related pathology.
- Drove optician and contact lens fitting education with the support of the clinical services manager.
- Developed fitting incentives and above and below the line marketing programs to increase consumer awareness and acceptance of contact lenses as a solution to sight correction.
- Engineered long-term business relationships with influential retail partners, championing collaborative initiatives that increased sales velocity and broadened access to advanced contact lens products across national optometry channels.
Education
Executive MBA - Business Strategy, Marketing, Design Thinking, Leadership in a Global Context
RMIT
Melbourne01.2015
Diploma in Professional Marketing - Marketing
Chartered institute of Marketing
UK01.2008
Skills
- Ophthalmic sales and marketing leadership
- Regional market expertise
- Market access strategies
- Capital equipment commercialization
- Key account planning
- Enterprise contract negotiation
- Sales leadership and coaching
- Commercial strategy execution
- Market share expansion
- Forecasting and pipeline management
- Hospital and health system partnerships
- CRM development
- Data analytics and insights
- KOL engagement and professional development
- Digital marketing and SEO
- Channel management
Professional Highlights
- Ophthalmology Leadership, Directed commercial and marketing strategies for Cataract (Phaco), Vitreoretinal (VR), and Refractive platforms at Bausch & Lomb, leading UK and Ireland to the #1 market position for system installations, taking significant share from major competitors.
- MedTech Ecosystem Selling, At Zimmer Biomet and Corin, developed integrated sales and marketing models combining implantables, delivery technology, and digital ecosystems (mymobility, Corin Connect) to accelerate adoption and clinical best practice among healthcare professionals.
- Digital Marketing & CRM Transformation, At Universal Biosensors, implemented SEO, CRM, and lifecycle marketing frameworks to improve lead generation by 35% and triple customer lifetime value.
- Market Expansion & Growth, Delivered double-digit YoY growth across multiple regions through insight-led strategies, channel optimization, and distributor enablement programs.
Timeline
Global Marketing and Commercial Leader
Universal Biosensors
04.2024 - 09.2025
Senior Strategic Marketing Manager & Commercial Leader APAC - Robotics Technology and Data Solutions
Zimmer Biomet
11.2020 - 02.2024
Senior Global Product Manager and Market Growth Lead
Corin Group
10.2015 - 02.2015
State Sales Manager Joints Sports Medicine and Extremity
Johnson and Johnson
06.2009 - 02.2015
Regional Sales Manager Orthopaedic Joint Replacement
Stryker
01.2006 - 09.2009
Sales and Marketing Commercial Lead
Bausch and Lomb
04.1994 - 12.2000
Key Account Manager
Wessley Jessen PBH
03.1990 - 01.1994
Executive MBA - Business Strategy, Marketing, Design Thinking, Leadership in a Global Context
RMIT
Diploma in Professional Marketing - Marketing
Chartered institute of Marketing