Soeren Iversen

• ❝ My role as CEO was pivotal in establishing the future state strategy and driving the business's commercial success. Smartline Medical has experienced considerable growth and performance following the restructuring and implementation of its strategy. ❞
  Selected Highlights:
  Appointed to review current performance and implement strategies to improve profitability. The current state of operations was unstable; however, development led to a turnaround strategy resulting in:
  • Increase the revenue by 35% and the profit by 52% during the first two years.
  • Led the operations' restructuring and 'right-sizing' and introduced capability and performance plans to develop critical knowledge and skillsets to support the long-term business plan.
  • Accountability for the P&L, reporting directly to the Board; implementing financial controls to reduce production costs and drive the company out of decline through better cost management.
  • Set the business up for new growth and increased revenue through new business development and partnership strategies.
  • Directed a sales model team, overseeing sales, marketing, and distribution results. Introduced performance capability plans, identifying core goals aligned to the business, with improved measures and KPI targets to motivate and make teams perform.
  • Established an international distributor network in Asia, the Middle East, the UK, Europe, China, and the US, resulting in improved customer distribution outcomes.
  • Successfully managed a series of projects for the company, including a client onboarding process, operational restructuring, talent management program and mentoring talent to build capability.
  • Reviewed existing customer target market and revised the customer journey, identifying touchpoints for potential clients and lead generation.
  • Grew Annual Recurring Revenue (ARR) by establishing new partnerships with service providers and re-establishing terms.
• Cultivated forward-thinking, inclusive, and performance-oriented business culture to lead the industry in innovation and push progress.
• Built productive relationships with industry partners and competitors to support strategic business objectives.
• Developed key operational initiatives to drive and maintain substantial business growth.
• Managed partnerships and strategic business relationships by negotiating contract terms and handling conflicts.
• Managed financial, operational and human resources to optimize business performance.
• Oversaw divisional marketing, advertising and new product development.
• Maintained P&L and shouldered corporate fiscal responsibility.
• Developed innovative sales and marketing strategies to facilitate business expansion.

• Regions: Australia, New Zealand, Indonesia
  Achievements:
  Successfully established TRI-Dental Implants in Australia, New Zealand, and Indonesia.
  Penetrated new markets, creating a substantial presence in the dental implant industry across these regions.

Market Share Growth:
Strategically increased market share to 10% within the first two years,

Developed and executed effective marketing and sales strategies to attract and retain customers.

Profitability:
Achieved significant profitability through efficient operations and cost management.
Implemented business strategies that resulted in sustainable revenue growth.
Leadership and Management:

Led cross-functional teams, fostering collaboration and innovation.
Mentored and developed team members, enhancing their skills and performance across different regions and cultures.

Customer Relations:
Built strong relationships with key stakeholders, including dental professionals and distributors.
Ensured high levels of customer satisfaction through exceptional service and support.

Product Development and Launch:
Oversaw the introduction of new products and technologies, keeping TRI-Dental Implants at the forefront of the industry.
Collaborated with R&D teams to tailor products to meet market needs and preferences.

Achievements:
• Appointed in a fixed-term role to assist with a change project to transition, improve performance, and streamline operations.
• Business Acquisition and Transition – Delivered a change and integration
program, meeting core project timelines and expectations, and transitioning 31 newly acquired hearing aid clinics into the Group.
• Sales Success—Successfully achieved 30% business growth, exceeding the M&A business case by 12%, leveraging previous learnings to create a high-performance sales culture and model.
• Business Development—As an additional business stream, we established Hörab, a privately owned chain of businesses that allows customers to choose hearing aid products (currently: Chairman) independently.

• Developed key operational initiatives to drive and maintain substantial business growth.
• Created succession plans to provide continuity of operations during leadership transitions.
• Initiated strategy to drive company growth and increase market share and profitability.
• Maintained P&L and shouldered corporate fiscal responsibility.
• Oversaw business-wide changes to modernize procedures and organization.
• Represented theorganization at industry conferences and events.
• Managed financial, operational and human resources to optimize business performance.

Achievements:
• Retail & Wholesale Setup – Built and grew the business to a retail footprint of 21 stores and positioned it as a strong acquisition prospect to achieve a sale price of $21M, delivering an exit plan by the third year.

• Service Enhancement—We created a unique point of difference for customers and increased revenue growth by developing a unique business model, introducing ENT doctors into private clinics to avoid public systems.

• Established foundational processes for business operations.
• Conducted target market research to discover customer needs and analyze competitor trends.
• Developed marketing materials and campaigns to boost brand awareness and customer engagement.
• Prepared annual budgets with controls to prevent overages.
• Recruited, interviewed and hired new staff members and developed training materials for employees.
• Directed market expansions to propel business forward, meet changing customer needs.
• Collaborated with legal, accounting and other professional teams to review and maintain compliance with regulations.
• Initiated strategy to drive company growth and increase market share and profitability.

• Successful Business Set Up and Establishment: Within 18 months, successfully established 32 stores and expanded the employee workforce to 100+ employees through both acquisition and greenfield

• Vertical Integration Strategy: Implemented the first vertical integration within the Sonova Group, transitioning the business's focus from B2B to B2C to adapt to evolving consumer behaviours and capitalize on retail opportunities.

• Managed partnerships and strategic business relationships by negotiating contract terms and handling conflicts.
• Established and maintained strong relationships with customers, vendors and strategic partners.
• Represented organization at industry conferences and events.
• Communicated business performance, forecasts and strategies to investors and shareholders.
• Cultivated company-wide culture of innovation and collaboration.
• Founded performance- and merit-based evaluation system to assess staff performance.
• Developed innovative sales and marketing strategies to facilitate business expansion.
• Collaborated with legal, accounting and other professional teams to review and maintain compliance with regulations.
• Created succession plans to provide continuity of operations during leadership transitions.
• Cultivated forward-thinking, inclusive, and performance-oriented business culture to lead industry in innovation and push progress.
• Led recruitment and development of strategic alliances to maximize utilization of existing talent and capabilities.
• Shaped solutions and approaches by leveraging trends in customer marketplaces and industries.
• Oversaw divisional marketing, advertising and new product development.
• Built productive relationships with industry partners and competitors to support strategic business objectives.
• Maintained P&L and shouldered corporate fiscal responsibility.
• Analyzed industry trends and tracked competitor activities to inform decision making.
• Developed key operational initiatives to drive and maintain substantial business growth.
• Formulated and executed strategic initiatives to improve product offerings.
• Devised and presented business plans and forecasts to board of directors.
• Managed financial, operational and human resources to optimize business performance.
• Initiated strategy to drive company growth and increase market share and profitability.
• Monitored key business risks and established risk management procedures.

Achievements:
• Partnership Development—Turned around decline to deliver an annual 25% revenue increase and profit through business partners' approach and Dual Brand Strategy.

• Implemented dual brand strategy to introduce two brands into the Australian market following acquisition, establishing a global reputation as the ' go-to' for others to capitalise on success.

• Off-Shore Production – Managed the off-shoring of production to China, supervising change for a team of more than 100 people.

• Asia Market Expansion – Established Sonova in the Japanese market, expanding the brand in the Asian region and building a new business from the ground up within a vastly different cultural context.

• Brand Collaboration—We secured a significant contract with Amplifon, formerly National Hearing, ensuring a sustainable revenue line.

• Cultivated forward-thinking, inclusive, and performance-oriented business culture to lead industry in innovation and push progress.