Area Vice President, Limb Reconstruction (West)

Orthofix

About The Position

The Area Vice President (AVP), Limb Reconstruction serves as the senior commercial leader responsible for defining and executing the area growth strategy for Orthofix’s Limb Reconstruction business. Reporting to the Vice President of Commercial, North America, the AVP drives strategic direction, operational excellence, and market expansion across a defined U.S. Area. This executive role provides direct leadership to Area Sales Managers and distributor organizations, ensuring alignment with corporate priorities and flawless field execution. The AVP is accountable for Area business performance, surgeon engagement, and partnership with key hospital systems and integrated delivery networks (IDNs). Through deep market insight, cross-functional collaboration, and disciplined leadership, the AVP shapes the Area’s long-term success — balancing commercial growth with clinical credibility, operational efficiency, and organizational capability development.

Requirements

Minimum 12+ years of progressive leadership experience in medical devices, orthopedics, or trauma — including direct management of field sales leaders (e.g., Area or Area Managers).
Proven success in strategic business planning, market development, and multi-state P&L or revenue accountability.
Bachelor’s degree required; MBA or advanced clinical training preferred.
Demonstrated expertise in orthopedic fixation, deformity correction, and limb reconstruction technologies.
Exceptional track record of leading teams through growth, organizational change, and market competition.
Strong financial acumen and analytical capability; adept at managing forecasts, budgets, and ROI-driven initiatives.
Executive presence with the ability to influence surgeons, hospital executives, and cross-functional peers.
Proficiency in CRM systems, analytics platforms, and modern sales enablement tools.
Willingness to travel extensively for field engagement, customer partnerships, and national leadership meetings.
Field-based executive role requiring frequent travel across the assigned Area.
Regular presence in operating rooms, hospitals, and professional society events to support surgeon engagement and business development.

Responsibilities

Area Business Strategy & Market Leadership Lead the strategic direction for the Area, aligning commercial priorities with national growth objectives and corporate strategy.
Translate national business goals into actionable Area plans with measurable KPIs, financial targets, and strategic milestones.
Assess market potential, competitive positioning, and emerging technologies to identify areas for investment and differentiation.
Partner with the Commercial and Marketing leadership teams to shape portfolio strategy, pricing models, and go-to-market initiatives.
Field Leadership & Organizational Performance Provide direct supervision, mentorship, and performance management of Area Sales Managers, fostering a culture of accountability, agility, and results.
Lead Area distributor optimization, ensuring the right partners, structure, and incentives are in place to drive sustained growth.
Establish a high-performance operating rhythm through consistent pipeline reviews, forecasting accuracy, and data-driven decision-making.
Champion leadership development and succession planning to build future commercial talent.
Surgeon Engagement & Clinical Strategy Develop and strengthen strategic relationships with leading orthopedic and trauma surgeons, academic centers, and clinical societies.
Guide surgeon development initiatives, including peer-to-peer education, product evaluations, and clinical conversion programs.
Partner with Medical Education and Marketing to ensure educational content aligns with clinical trends and product positioning.
Leverage KOL partnerships to influence market adoption and brand perception across the Area.
Health System, IDN & GPO Strategy Collaborate with Strategic Accounts, Market Access, and Contracting to secure and expand hospital system partnerships.
Drive alignment between field sales execution and enterprise-level contracting or pricing initiatives.
Support long-term IDN strategy through executive-level engagement, outcomes-based discussions, and value-based selling approaches.
Cross-Functional Influence & Enterprise Alignment Serve as the Area voice within the national leadership team, ensuring field insights inform corporate strategy, portfolio priorities, and operational planning.
Partner cross-functionally with Marketing, Medical Affairs, Supply Chain, and R&D to shape Area launch plans and resource allocation.
Contribute to national initiatives such as sales force transformation, digital enablement, and go-to-market innovation.
Culture, Compliance & Leadership Excellence Model the Orthofix Code of Conduct and ensure all Area activities adhere to ethical, compliant, and transparent business practices.
Foster a Area culture that emphasizes collaboration, accountability, and continuous improvement.
Drive employee engagement, professional development, and retention across all levels of the commercial organization.