Commercial Leadership for Diagnostics & Healthcare Companies

25+ years of executive leadership experience helping diagnostics and healthcare organizations navigate commercialization, organizational transformation, and growth.

25+ Years Experience | GenMark Diagnostics | Roche | Ventana Medical Systems

Andrew Bennett

Founder & Principal
Southern Cross Advisory

For more than 25 years, I have built and led commercial organizations across the diagnostics and healthcare industry. My experience spans startups, growth-stage companies, and global healthcare organizations, helping leadership teams navigate commercialization, strengthen execution, improve performance, and position their businesses for long-term success.

Selected Experience

Commercial Leadership Across Startups, Growth-Stage, and Global Healthcare Organizations

  • 25+ Years in Diagnostics & Healthcare

  • GenMark Diagnostics | Roche | Ventana Medical Systems

  • Supported Growth from $27M to $188M in Annual Revenue

  • National Commercial Leadership

  • Commercial Strategy & Go-to-Market Execution

  • Organizational Transformation & Integration

I have partnered closely with executive leadership teams through periods of rapid growth, product launches, acquisition and integration, organizational transformation, and commercial expansion. My experience extends beyond sales leadership to include commercial strategy, organizational design, sales force effectiveness, compensation planning, CRM implementation, forecasting, and the development of scalable commercial infrastructure.

Southern Cross Advisory was founded on a simple principle: practical experience matters. Clients engage me directly for objective advice, strategic perspective, and hands-on support informed by decades of real-world operating experience. My focus is helping diagnostics and healthcare organizations make better commercial decisions, execute with greater discipline, and achieve meaningful business outcomes.

I work with a select number of clients at a time to ensure every engagement receives the attention and focus required to create meaningful results.

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How I Help

Southern Cross Advisory partners with diagnostics and healthcare organizations seeking experienced commercial leadership, practical guidance, and measurable business results

Commercial Strategy

Helping leadership teams align commercial strategy, organizational capabilities, and market opportunities to create sustainable growth

Go-to-Market Planning

Market prioritization, launch planning, customer segmentation and commercialization strategy

Sales Force Effectiveness & Execution

Territory design, forecasting, pipeline management, and commercial execution

Compensation & Incentive Design

Incentive structures aligned with business objectives and commercial performance

Fractional & Interim Commercial Leadership

Experienced commercial leadership on a fractional or interim basis

Commercial Transformation & Integration

Supporting organizations through periods of change, including acquisition integration, commercial restructuring, organizational redesign and operational transformation

Let’s Talk

Every organization faces unique commercial challenges. Complete the form below and I'll personally follow up to learn more about your business and determine whether there's an opportunity for us to work together.

Andrew Bennett
Founder & Principal
Southern Cross Advisory