Matthew Hendry
The Entrance
Summary
Strategic Marketing Leader in MedTech with 15+ years’ experience driving global product launches, market development, and cross-functional commercialization in electrophysiology and structural heart. Proven track record in creating and executing go-to-market strategies, building KOL engagement, and positioning disruptive catheter ablation technologies for commercial success. MBA-qualified, with expertise in bridging technical innovation, clinical adoption, and business growth.
Skilled marketing professional with robust background in creating and executing strategic campaigns that drive growth. Known for strong team collaboration, adaptability to changing needs, and delivering measurable results. Adept in digital marketing, market analysis, and brand management, with focus on innovation and client satisfaction. Reliable and consistently effective in achieving organizational goals.
Overview
22
22
years of professional experience
Work History
Marketing Manager – Electrophysiology
Johnson & Johnson MedTech – Cardiovascular
04.2021 - Current
- Developed and executed strategic marketing plans that delivered sustained market share growth (2021–2023) despite supply constraints and delayed NPIs.
- Directed product launch readiness for next-generation mapping and ablation platforms, applying J&J’s LEX framework to set new standards for NPI excellence.
- Built and leveraged KOL partnerships to secure early evaluations of Carto V8 software and drive local participation in global PULSESMART and OMNYPULSE clinical trials.
- Led cross-functional initiatives with HEMA, Regulatory, and Supply Chain to ensure timely licensure, reimbursement, and product availability aligned with global commercialization strategies.
- Strengthened brand and revenue per case by developing strategic partnerships with Siemens and GE, integrating ultrasound and capital equipment solutions into the B2B ecosystem.
- Mentored and developed product managers and junior talent, improving proposal delivery efficiency and securing new permanent headcount for the EP business.
- Positioned BW Australia as a regional leader within APAC, earning access to early product evaluations and global pilot programs.
Product Manager – Electrophysiology
Johnson & Johnson MedTech – Biosense Webster
05.2019 - 04.2021
- Led adoption of CARTO V6 and SURPOINT software, driving record installs and establishing customer readiness for subsequent technology launches.
- Designed market strategies that enabled BW to consistently outperform the EP market during periods of accelerated reimbursement growth.
- Delivered better-than-forecast KPIs by aligning sales and clinical teams around targeted product positioning and customer messaging.
- Developed pricing and sales strategies focused on maximizing gross profit while sustaining long-term customer growth.
Clinical Manager – Electrophysiology
Johnson & Johnson MedTech – Biosense Webster Canada
04.2014 - 05.2019
- Built Canada’s first CAS program, growing headcount from 11 to 15 and splitting management roles to optimize coverage and reduce travel burden.
- Integrated clinical insights into marketing & sales strategies, enhancing case yield and supporting adoption of advanced EP technologies.
- Developed talent pipelines through mentorship, IBHRE certification support, and university partnerships, ensuring long-term sustainability.
- Elevated the CAS role into a commercially minded function, enabling greater impact on product adoption and KOL engagement.
Product Manager – Transcatheter Heart Valves (THV)
Edwards Lifesciences – Canada
02.2013 - 04.2014
- Executed national launch strategy that maintained >73% market share in a competitive TAVR landscape.
- Designed KOL support programs that strengthened advocacy and ensured continued adoption.
- Drove THV portfolio performance to 121% of prior year sales, securing leadership in the market.
Global Education Manager
Biosense Webster – Global Education
02.2011 - 09.2012
- Redeveloped the Global Mastery training program for new hires (sales, clinical, marketing, service), streamlining CARTO 3 competency achievement.
- Delivered 13 global sessions, training 350+ professionals worldwide in advanced EP technology and product launches.
- Relocated and scaled the program to the International Training Centre in California, aligning education with global marketing priorities.
Product Manager – Electrophysiology
Biosense Webster – Canada
05.2009 - 02.2011
- Led Canadian commercial launch of CARTO 3 system, including external evaluations (5 of 11 global sites).
- Designed CARTO “Bootcamp” training for sales, accelerating clinical adoption.
- Recognized with the Marketing Excellence Award (2011) for contributing to 18% growth.
Territory Manager / Clinical Specialist
Johnson & Johnson
01.2004 - 09.2009
- Developed strong relationships with key decision-makers, fostering trust and loyalty in the assigned territory.
- Cultivated relationships with key accounts in territory and provided support to drive customer satisfaction.
- Established successful account relationships by building rapport and maintaining consistent communication.
- Achieved sales goals and service targets by cultivating and securing new customer relationships.
- Met and exceeded sales targets in each year
Education
MBA - Marketing Management
Australian Institute of Business
01.2024
Graduate Certificate of Management - undefined
Australian Institute of Business
01.2023
BS - Biology
University of Western Ontario
01.1998
BSc Honours - Bio-Technology/Bio-Chemistry
Carleton University
01.2001
No Degree - Cardiac Electrophysiology CEPS
NASPEXAM - IBHRE
IBHRE05-2005
Skills
- Product Launch Strategy & Execution
- Go-to-Market Planning
- Marketing Campaign Development (Digital, Events), Digital marketing
- Market Research & Competitive Analysis
- KOL Engagement & Advocacy Programs
- Cross-functional Leadership (Sales, Regulatory, Supply Chain, Clinical)
- Brand Positioning & Messaging
- MedTech Market Development (EP, PFA, Structural Heart)
- Team Development and leadership
Accomplishments
- Supported WW external evaluation of Carto3 Mapping and system. 5 of 17 total evaluation systems were in Canada under my remit.
- Carto3 System is the core of the JJTM EP Ecosystem, currently enjoying > 50% of WW MS in EP Procedures.
- Launched PFA solutions in the Australia / New Zealand market Initial LMR have gained 1% MS in less than 90 days.
Timeline
Marketing Manager – Electrophysiology
Johnson & Johnson MedTech – Cardiovascular
04.2021 - Current
Product Manager – Electrophysiology
Johnson & Johnson MedTech – Biosense Webster
05.2019 - 04.2021
Clinical Manager – Electrophysiology
Johnson & Johnson MedTech – Biosense Webster Canada
04.2014 - 05.2019
Product Manager – Transcatheter Heart Valves (THV)
Edwards Lifesciences – Canada
02.2013 - 04.2014
Global Education Manager
Biosense Webster – Global Education
02.2011 - 09.2012
Product Manager – Electrophysiology
Biosense Webster – Canada
05.2009 - 02.2011
Territory Manager / Clinical Specialist
Johnson & Johnson
01.2004 - 09.2009
Graduate Certificate of Management - undefined
Australian Institute of Business
BS - Biology
University of Western Ontario
BSc Honours - Bio-Technology/Bio-Chemistry
Carleton University
MBA - Marketing Management
Australian Institute of Business
No Degree - Cardiac Electrophysiology CEPS
NASPEXAM - IBHRE
Awards
Marketing Excellence Award – 2011, Presidents Club Award – 2007, 2008, Sales Representative of the Year – 2006, 2007, 2008, Customer Satisfaction Award – 2007, 2010
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