NuVasive Injects Life Into Sales Force

NuVasive Inc., a medical device company based in San Diego, Calif., that focuses on minimally invasive spinal products and procedures, has revamped its sales management team.

“The ability to promote internally for these roles is culturally invaluable and I have tremendous confidence in the team we have organized to help us achieve our vision to further change spine surgery now and as a $1 billion start-up,” company Chairman and CEO Alex Lukianov said.

Lukianov has been with the company since its inception in 1999. He and his executive team value the “start-up” company culture more than a large-corporation mindset, and approach NuVasive operations with that mentality.

Lukianov has made Matt Link responsible for U.S. sales as executive vice president. Link will report directly to the Lukianov and will have responsibility over all domestic sales-related activities including training and operations. Link joined NuVasive in 2006 after his tenure with DePuy Orthopedics Inc. and then DePuy Spine Inc. in a regional sales leadership role. He quickly has risen through the NuVasive sales organization, going from sales director to area vice president and then senior vice president.

Russell Powers was promoted to executive vice president of international, reporting to the CEO. Powers joined NuVasive in 2010 and has served in executive positions in marketing and in operations. He brings 20 years of experience in orthopedics and spine to the company. He joined NuVasive after 13 years with Medtronic Inc.’s Spinal & Biologics division, where he held several executive leadership positions in marketing, sales and international business.

Scott Durall assumes the role of executive vice president of strategic sales and operations. His duties will include working with both Link and Powers to grow revenue through “improved operational efficiencies to directly influence NuVasive sales representatives, and [expanding the company’s presence] in national account networks,” according to executives. Durall joined NuVasive in 2008 in a regional sales leadership role and also has served as area sales vice president and as senior vice president of sales operations. He came to NuVasive after working for U.S. Surgical Corp. as sales director and for Boston Scientific Corp. as an executive leader in corporate sales. According to NuVasive, his is a “revamped” position, designed to more aggressively drive company growth.

“I am very pleased to be directly engaged with our sales executives to actively address recent competitive challenges in the field and re-build sales momentum,” added Lukianov. “I believe we are making progress on multiple initiatives to ensure the sales force penetrates deeper into accounts and goes wider with new accounts that have already shown significant progress ahead of plan. Moreover, these ongoing efforts are not expected to hinder the company’s outlook on profitability. We have industry leading products, outstanding support services and top executives to very effectively drive sales. Establishing the sales leadership team to execute our growth goals is mission-critical.”