Baraa Toumy
Al-Khobar,Saudi Arabia
Summary
Seasoned business professional with over 15 years of orthopedic industry experience in multinational environments, combining marketing strategy, business development, and product portfolio management. Proven track record in launching and optimizing hip & knee solutions, leading cross-functional teams, and aligning commercial execution with corporate strategy. Skilled in developing marketing plans, pricing strategies, training programs, and market research to drive portfolio growth and profitability. MBA-qualified with extensive knowledge of joint reconstruction, robotics, and surgical techniques.
Overview
16
16
years of professional experience
1
1
Certification
Work history
Business Development Manager
Johnson & Johnson – DePuy Synthes – Joint Reconstruction, KSA
Khobar, Eastern Province
03.2022 - 08.2025
- Design and implement strategic business plans for the joint reconstruction portfolio, achieving growth and market expansion by successfully managing the Sales team.
- Managed, coached, and inspired multicultural sales teams to achieve targets while fostering a high-performance culture aligned with financial and marketing objectives.
- Identify emerging markets and market shifts while being fully aware of new products and competition status.
- Actively participated in the launch of new products, including VELYS Orthopedic Robot, Attune Knee Solutions, and Pinnacle hip Solutions.
- Conducted detailed market analysis to identify new opportunities.
- Collaborate with cross-functional teams for demand planning, pricing, regulatory, and supply chain optimization to ensure portfolio profitability.
- Conduct market intelligence activities, competitive analysis, and customer feedback integration to guide portfolio strategy and product positioning.
- Staying up to date with trends and changes in the business world
- Partnered with medical education team to coordinate HCP training, OR nurse education, and advanced product workshops.
- Managing and coordinating between the distributors to ensure smooth running of the business.
- Present sales, revenue, and expenses reports and realistic forecasts to the management team.
Senior Territory Manager
05.2016 - 02.2022
- Managed portfolio strategy, pricing, and market development for key orthopedic accounts, introducing advanced implant solutions and improving portfolio mix.
- Executed targeted marketing campaigns to strengthen product positioning and customer engagement.
- Coordinated KOL engagement programs, clinical workshops, and peer-to-peer education.
Territory Manager
05.2011 - 05.2016
- Oversaw full sales and marketing lifecycle for joint reconstruction portfolio, including new product adoption and portfolio expansion.
- Delivered in-theater technical expertise for orthopedic surgeons during TKR and THR procedures.
Medical Representative
HIKMA Pharmaceutical
12.2009 - 04.2011
- Promoted pharmaceutical portfolio, replacing competitor products through targeted campaigns and relationship building.
Education
Master of Business Administration (MBA) -
Swiss Business School
Zurich, Switzerland /2024 - /2025
Bachelor of Pharmacy -
Applied Science University
Amman, JordanSkills
- Leadership and mentoring
- Team-orientated mentality
- Strategic thinker
- Creative and innovative
- Marketing expertise
- Strategic Marketing Planning & Execution
- New Product Launches & Go-to-Market Execution
- Orthopedic Hip & Knee Expertise (Primary, Revision, Robotics)
- Cross-functional Leadership & Multicultural Team Coaching
- Market Research, Business Intelligence, and Voice of Customer Analysis
- Medical Education & Training for HCPs & Sales Teams
- Demand Planning, Forecasting & Budget Management
- Market segmentation knowledge
- Market positioning
- Salesforce proficiency
- Tender opportunity tracking
- B2B client management
- Strategic decision-making
Certification
- Essential Coaching Conversations program
- Sales Manager Training
- Value-Based Selling
- Finance for Non-Finance Leaders Program
- Robotic-Assisted Total Knee Arthroplasty, VELYS Clinical Training.
- Strategic Thinking & Planning, Integrity Selling Skills, Advanced Selling Skills
- Attune (Primary and Revision) Advanced Academy Training
- Surgical Techniques – Total Knee & Total Hip Replacements
Languages
Arabic – Native
English – Advanced
Timeline
Business Development Manager
Johnson & Johnson – DePuy Synthes – Joint Reconstruction, KSA
03.2022 - 08.2025
Senior Territory Manager
05.2016 - 02.2022
Territory Manager
05.2011 - 05.2016
Medical Representative
HIKMA Pharmaceutical
12.2009 - 04.2011
Master of Business Administration (MBA) -
Swiss Business School
/2024 - /2025
Bachelor of Pharmacy -
Applied Science University
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