Gina Giambalvo

Your CMO, before you have one.

Strategy first. Then everything else.

Most early-stage companies buy marketing before they have a marketing plan. I start with the plan. Everything else, from the website to the sales conversation, flows downstream of it.

Who is Gina?

Gina M. Giambalvo is a dynamic marketing executive with over 12 years of experience in the biotech and medical device industries. She relocated to Naples in 2019 to lead the global marketing strategy for the Arthroplasty and Spine portfolios at Arthrex, the market leader in orthopedic surgical device innovation, manufacturing, and medical education.

At Arthrex, Gina led the go-to-market strategy and launch of the company’s ultra-minimally invasive endoscopic spine platform, growing it from launch to $37M in three years and helping define a new category in surgical care. Her work spanned strategic planning, KOL engagement, patient education, and global marketing efforts to accelerate adoption of this transformative technology, known as Sports Spine.

Throughout her career at leading global medical device companies, Gina has practiced marketing as a research-driven, strategic, and iterative discipline. She specializes in defining target audiences, uncovering user insights, and translating them into aligned creative, educational, sales, and communications strategies.

Prior to joining Arthrex, Gina led the Cranial Navigation Portfolio (a GPS for brain surgery) at Stryker, with responsibilities across the US, Germany, and India. She collaborated closely with R&D and design teams, earning a patent for an intelligent brain biopsy arm designed for precision and user-centered performance.

Gina began her medical device career with Novaerus, a venture-backed company developing a patented airborne pathogen eradication technology. There, she worked alongside the CEO and Senior Vice President to define the company’s mission and launch its initial go-to-market strategy, including building its first distributorship network.

Gina holds a Bachelor of Science, cum laude, in Biochemistry and Molecular Biology with a concentration in Pre-Medical Studies from the University of Massachusetts Amherst. Her honors thesis and community leadership focused on inclusion and accessibility through intergenerational environments.

220408_ev_ShARC Meeting_0044 copy.jpeg
230814_ev_General Event Coverage Arthroplasty Pro Summit_0326 copy.jpeg
230616_ev_Endoscopic Spine Training_0393 copy.jpeg
220816_ev_Arthroplasty Pro Summit_1330.jpg

Impact

  • "Not only is she extremely smart, she runs hard. In her first day on the job she was tasked with launching a new hardware and software product for the Stryker Navigation business"

    Larry Zemlick - Stryker - Director

  • "Gina has been highly successful in every role she has held with Stryker and Arthrex due in large part to her rare blend of Intelligence, Talent, Creativity, and ability to Build Relationships."

    Zak Kemp - Arthrex - Global Director

  • "Gina has proven to be a wheelhouse for our organization. She is passionate about her commitments, dedicated to her career, and treats the potential success of the company as if it were her own."

    John Grondin - Novaerus - Vice President

Letters of Recommendation

Experience

  • • Built and led an evidence-based go-to-market strategy for Arthrex’s endoscopic spine business unit, a start-up within an established sports medicine company; launched at NASS in November 2023 and grew revenue to $4M, $20M, and $37M across its first three years, the fastest-growing business unit at Arthrex each year

    • Drove market visibility that made Arthrex the US endoscopic spine market share leader within two years and drew 350+ spine surgeons to its second annual course, the largest endoscopic spine course in the Western Hemisphere

    • Launched and led Arthrex Spine’s social media strategy from 2023, building an audience of 29,000+ and generating 6.5M impressions and 308,000 link clicks, with a 9.7% engagement rate on LinkedIn

    • Introduced the term “ultra-minimally invasive” to define the endoscopic spine category; now used in academic spine lectures and across the field

  • • Designed a shoulder arthroplasty patient outreach/education portfolio through voice of customer (VOC) research for an addressable market of 7K surgeons, leading to the successful execution of a retention-stimulate demand strategy

    • Generated substantial engagement of the addressable market through orders for clinic pamphlets (64K), patient guides (27K), patient journey cards (40K), and clinic posters (1,400 in the first 3 months)

    • Led global market strategy and brand vision for the Arthroplasty portfolio, matrix-managing Marketing Communications, Corporate Communications, Media Production, Sales Operations, and Medical Education

    • Developed and launched a sustainable infrastructure for the first presurgical, patient-facing texting experience, which parallels the Amazon delivery service, to promote VIP technology; resulted in 2,300 patients enrolled in the first two years

    • Spearheaded development, organization-wide adoption, and implementation of marketing plan, creating a universal marketing language, increasing cross-functional efficiencies, and fostering value-added collaboration

  • • Developed the downstream US marketing strategy for Shoulder and Knee Arthroplasty portfolios, including asset development for surgeons and the sales force

    • Defined downstream marketing objectives by identifying and quantifying target customer opportunities, mapping the customer journey, developing associated value propositions, and assembling plans to feed execution and allow for iteration through articulated KPIs

    • Implemented data visibility and management through Power BI to drive metrics-based brand reporting and asset development decisions

  • • Managed two international R&D teams and a design team for the cranial portfolio while also acting as interim Spine and ENT Portfolio Manager

    • Led four essential portfolio projects from ideation to design freeze (Intraoperative Cranial Navigation Software, Biopsy Arm, EM Shunt, Optical Passive Instrumentation)

    • Launched phantom part number for Navlite Plus, generating $1.3M in sales

    • Spearheaded indication of interest (IOI) for deep brain stimulation (DBS) acquisition target

    • Led Synaptive co-marketing agreement and launch

    • Managed Innovation Council, a veteran, future-facing sales force product development group

  • • Owned upstream and downstream marketing; identified cranial market gaps and set R&D scope and direction

    • Launched CranialMask Product ($4M in sales) and CranialMap Software ($900K in sales)

    • Served as key stakeholder in Scopis acquisition evaluation

    • Created new market offering for Craniomaxillofacial and successfully managed a cross-divisional partnership

  • • Supported ten-year veteran Sales Representative in achieving $3M quota and 126% PTQ for the Year; received 2016 Master Achiever Award for Neuro Sales, 2016 Master Achiever Award for Spine Sales, and Sales Representative of the Year for the Midwest Region

    • Generated customer leads, supported tradeshow events and hospital administrative meetings, and managed intraoperative case support and trials

  • • Recruited and supported the company’s first two US Regional Distributors

    • Ranked Top Sales Performer 2014; consistently ranked within the top three sales leaders month over month

  • • Increased total company sales volume by 20%

    • Advised and educated RVPs on sales mechanics, off-loading Sr. VP

    • Designed new Sales and Marketing tools for new product launches, such as the first customer-facing deck, brochures, and website content development

Resume

Transforming Behaviors and Beliefs Through Research-driven Marketing

The way you craft your story can make all the difference.

Charter Boat Captain Regains Mobility With an Endoscopic Interlaminar Discectomy

Sample Patient Testimonial • Executive Producer

Touchscreen Learning Simulations

Co-developed touchscreen learning simulations to overcome preconceived notions and psychological barriers to adoption with endoscopic spine.

Eclipse™ Total Shoulder System Restores Quality of Life for Former Pro Baseball Player

Sample Patient Testimonial • Executive Producer