A scientific mindset.
A commercial lens.
An operator's bias for action.
I founded Hurwitz GTM Advisors to help leaders make better commercial decisions—especially when the market is complex, the stakes are high, and the path forward is not obvious.
My perspective was built across more than three decades in healthcare, diagnostics, and life sciences. I began as a cancer research scientist and lab manager in the Dermatology Research Lab at Indiana University School of Medicine. That foundation taught me to ask better questions, challenge assumptions, and let evidence guide the answer.
I then spent 20 years at Roche Diagnostics across technical service, field sales, genomic systems, and tissue diagnostics. I managed and marketed molecular biology reagents, real-time PCR systems, automated nucleic acid isolation instruments, helped bring the xCELLigence cellular-analysis system to market, and led U.S. marketing for tissue-diagnostics assays, including FDA-approved companion diagnostics for targeted immunotherapies.
At Orchard Software, I served as the Head of Marketing. I led the corporate rebrand, website redesign, digital transformation, and market expansion that helped grow Orchard into the #1 ranked laboratory information systems brand in the United States. I built a Marketing and Sales Development Representative team that generated $50 million in new-logo pipeline annually and helped reposition the business for large enterprise deals. I also contributed to Orchard's successful private-equity sale in July 2025.
Across those chapters, one lesson stayed constant: strong go-to-market work is not a marketing exercise. It is an organizational discipline. It requires clear choices, genuine customer understanding, aligned teams, responsible use of new technology, and execution that matches the strategy.
The Approach
Frame the real question: Define the decision, business context, stakeholders, constraints, available evidence, and what success needs to look like. Establish the baseline before activity outruns clarity.
Build the answer with evidence: Combine customer, competitive, commercial, and internal evidence with disciplined challenge. Make assumptions and trade-offs visible so leaders can choose with confidence.
Mobilize the plan: Translate the strategy into priorities, owners, sequencing, decision rights, measures, and tools the team can use. The objective is better action—not a deck that sits on a shelf.
Measure and adjust: Review controllable leading indicators on a defined cadence, track lagging business outcomes jointly, and adjust when evidence changes.