ROBERT M.

CASE
Palm Beach Gardens, FL

rcase31@aim.com

https://www.linkedin.com/in/rcase1/

President / C-Suite Executive

Medical Device / Diagnostics / Pharma / Consumer
Strategy / P&L / Innovation / Restructuring / M&A / Commercialization

Profitable growth executive with over 20 years of progressive senior-level executive experience across multiple
healthcare disciplines, including pharmaceutical, consumer, medical device and diagnostic divisions. Successful in
delivering revenue and EBITDA growth for large multi-national, private equity and privately-held companies.
Demonstrated strategic and business leadership with full P&L responsibilities in multiple industries.

Purpose Driven Leader adept at envisioning future state of healthcare, understanding trends and adapting to
market shifts to position organization for sustained growth in market share. Designed and executed strategies
that produced financial and operational turnarounds across career.

Powerful Communicator and Collaborator skilled at creating a positive and innovative workplace, driving an
engaged team which is aligned on the vision and produces positive results. Sets clear expectations and
accountabilities, communicates results, celebrates teamwork and inspires success.

PROFESSIONAL EXPERIENCE

BRADY CORPORATION, Milwaukee, WI 2012 -

Present
Brady Corporation is an international manufacturer and marketer of complete solutions that identify and protect
people, products and places. Brady employs approximately 6,400 people in its worldwide businesses with fiscal
2016 sales of approximately $1.12 billion.

Global President, Valencia, CA (2014 - Present)

Selected by the Board of Directors to join the company as part of the CEO succession plan and asked to manage critical
deficiencies with FDA compliance, a failing acquisition and a dysfunctional culture. Responsible for improving day-to-
day commercial operations and turning around an underperforming business lacking customer focus, market and
technological innovation, quality systems, modern manufacturing and human capital management. Responsible for the
fully burdened P&L for five business units within the Brady Corporation, with a combined annual revenue of $240M,
with executive management committee status and responsibility for all aspects of strategic planning. Organization
consists of approximately 1,600 team members across fifteen commercial locations and seven manufacturing facilities in
major markets within and outside the US.

Evaluated overall business performance uncovering significant market share and volume loss. Implemented
comprehensive employee engagement and customer satisfaction surveys that defined issues within product development,
complaint handling, field service and pricing. As a result of the inherited issues, restructured sales, marketing, training,
customer service, research and development and channels are accomplishing the following:

Refined the PDC global healthcare strategy to better capitalize on opportunities following ACA reform.
Developed a highly leverageable hybrid commercialization model with a proven track record of success
driving product into the healthcare market.
Implemented new Oracle ERP system, including custom-built front-end that aligned with organizations
sales model.
 Established new executive leadership and developed a global strategic plan to generate top line organic
growth.
Increased investments, sales, and opportunities outside of North America, accounting for 20% of total
revenue.
Accelerated innovation by developing co-located R&D capabilities throughout the platform.
Redesigned customer experience procedures to increase daily customer touch points and interactions
through implementing Lean Daily Management to measure effectiveness.
Significantly increased operating profits from 2014 to 2017 by improving customer focus, increasing
resource leverage and improving manufacturing efficiencies across the platform.
Total Company top line revenue is showing positive organic growth and outperforming the market category.

PRECISION DYNAMICS CORPORATION, San Fernando, CA, (acquired by Brady Corp) 2010-
2012
A global market leader in patient identification and labeling systems solutions that enhance all critical
department functions from admission to discharge. PDC Healthcare's positive identification and patient safety
solutions help providers to improve the safety and care of patients at critical points in the delivery of care to
improve clinical outcomes and enhance the overall patient experience. Our solutions also help organizations to
improve operational efficiencies and financial performance, while maintaining compliance with important
patient safety regulations.

Vice President, Worldwide, San Fernando, CA, (Precision & Brady Corp) (2010
2014)
Primary responsibilities focused on the commercial integration and successful merger of three portfolio
investment companies. In addition, directly responsible for the fully burdened P&L and general management of
the ~$170MM North American healthcare business including sales, marketing, customer service, account
management and R&D product development.
Successfully integrated three competitive companies as part of a strategic roll-up. Integration efforts
included functions across sales, marketing, manufacturing, information technology, R&D,HR and finance
roles
Developed and implemented a strategic plan for the integrated companies which included new company
mission, guiding principles, and new corporate branding
Created a single, unified organization, while presenting minimal impact to customers.
Designed new organizational structure and job mapping to bring clarity to team members jobs across all
areas of the organization

Consolidated and relocated the interim state North American Healthcare Sales, Marketing and Customer

Service locations, including the transitioning of co-located essential business functions to Southern
California

and Tijuana.

Special Project:
Integral role in the sale of the business to NYSE Brady Corporation including preparation of materials,
management presentations, and diligence preparation. RESULT: business sold within 2 years of purchase at 9x
EBITDA and a sale price of $300M, representing the largest acquisition ever made by the Brady Corporation.

JOHNSON & JOHNSON, New Brunswick, NJ 1989-

2010
Worlds largest and most broadly based in Human Health Care with a focus on the full continuum of care
prevention, diagnosis and treatment in the global health care marketplace.

LIFESCAN, INC., Milpitas, CA (a Johnson & Johnson company) (2002

2010)
A patient centric global medical device diabetes market leader focused on consumer & hospital diagnostics,
drug therapy delivery systems, and healthcare professional education.
Vice President, U.S. Sales, Milpitas, CA (2006
2010)
Responsible for developing strategic and operational initiatives, leading a staff of over 600+ personnel and drive
overall sales results for this $1.2B US organization with $135M operating budget. Functionally responsible for
all organizational activities and management of employees engaged in sales, marketing, strategic and annual
business planning, brand/life cycle management, key opinion leader and stakeholder relationship development,
sales operations/training, reimbursement and strategic account management.

Corporate Development and Strategic Alliances supported deal development and selected to provide general
management and commercial responsibility leadership for the $150M strategic alliance with Medtronic
Diabetes. Exceeded all deal expectations and performance metrics.
Captured and sustained major competitive market advantage, delivering market share growth of over 8.9%,
sales growth of +10% in a declining category and +10% increase in after-tax profits by devising
customized approaches for unique users including specific contracting channel strategy.
Maximized sales efforts by launching paperless and wireless go green initiative, a sales force automation
tool which optimized effectiveness through accurate sales call reporting, sample tracking, account
information, improved message-to-market speed and e-detailing capability. Saved over $2M per year
following implementation.
Dramatically accelerated demand generation by increasing presence in traditionally weaker HCP/Retail
pharmacy pockets. Exceeded over 50% market share in called-on physician targets by leading 102-person
sales force expansion.
Drove greater regional efficiency by spearheading major sales redeployment, focused on specific
geographic go-to-market approach vs. targeting all sales on a national marketing level. Resulted in
increased sales and significant cost savings.

Field Sales Director, New Orleans, La (2002 to

2006)
Led nation in every category metric for three consecutive years; achieved number one area ranking for same
three years.

JOHNSON & JOHNSON HEALTH CARE SYSTEMS, Piscataway, NJ 1999 -

2002
A Johnson & Johnson company, providing account management, contracting, supply chain, and business
services to hospitals, group purchasing organizations, health plans, pharmacy benefit managers, employers, and
government health care institutions.

Corporate Account Director

Designed strategic plans for all accounts including seven decentralized JNJ operating companies.
Successfully negotiated preferred contracts for 11 strategic J&J products across multiple therapeutic
categories including gastrointestinal, oncology, pain management, injectable and central nervous system
disorders.
Managed nations largest managed care insurer, generating net contracted sales growth from $48M to over
$220M.
Recognized by Aetna as 2000 & 2001 Account Director of the year.

JANSSEN PHARMACEUTICA, Titusville, NJ (1989-

1999)
A Johnson & Johnson company, offering a wide range of therapeutics, including products for attention deficit
hyperactivity disorder (ADHD), general medicine (acid reflux disease, infectious diseases), mental health
(bipolar I disorder, schizophrenia), neurologics (Alzheimer's disease, epilepsy, migraine prevention and
treatment), pain management, and women's health.

Marketing Product Director, Titusville, NJ (1995-

1999)
Specialty District Manager, Raleigh, NC (1992-
1995)
Sales Representative New Orleans, LA (1989-
1992)

EDUCATION / PROFESSIONAL DEVELOPMENT

Bachelor of Science in Marketing - Nicholls State University, Thibodeaux, LA

Six Sigma Green Belt Certified
Certified in Leadership Development - Kellogg School of Management, Northwestern University, Evanston,
IL
Certified in Strategy and Management - The Wharton School, University of Pennsylvania, Philadelphia, PA
Certified Public Speaker

COMMUNITY / PROFESSIONAL ORGANIZATIONS/ AFFINITY GROUPS

Lifescan, Management Board

Precision Dynamics Corporation, Executive Leadership Team
Brady Corporation, Executive Leadership Team
Technology Sub Committee, Team Member
Womens Leadership Alliance Executive Sponsor