Fabiana Graf
Business Unit Director Robotics & Enabling Technologies @Johnson & Johnson
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WORK HISTORY
Business Unit Director Robotics & Enabling Technologies @Johnson & Johnson
Berlin, DE
Built and led the Robotics & Digital Surgery business in Germany with full P&L ownership, contracting 35+ systemswithin two years and scaling a 15+ FTE team. Board Member, DePuy Synthes Germany.• Drove end-to-end market entry and successful launch of robotic solutions in Germany.• Delivered double-digit growth in the implant business within two years, strengthening commercial performance alongside capital adoption.• Established capital sales processes and financial go-to-market models, including new external leasingpartnerships and negotiations with C-level, major private hospital groups and GPOs.• Designed and implemented the operating model, including regulatory setup, market access, supply chain, after sales, service and customer experience.
EDUCATION
Universität Passau
Vordiplom, Business Administration and Management, General
ESCP Business School
Diplôme Grande Ecole, MSc, Diplom-Kaufrau, Paris, London, Berlin
SKILLS
ABOUT FABIANA GRAF
Business Unit Leader with full P&L responsibility in MedTech, currently leading and scaling a Robotics & Digital Surgery business in Germany. 15+ years of experience across eight European markets, combining commercial and marketing leadership with strong financial ownership in capital equipment and complex healthcare environments.Track record in market entry, business scaling, and commercial performance improvement, delivering sustainable revenue growth in competitive environments. Experienced in operating at the intersection of clinical, economic and executive stakeholders, including C-level negotiations with major hospital groups and procurement organizations.In my current role, I built a new business unit from the ground up, including operating model design, cross-functional team build-up, and implementation of innovative financing and commercial models. This includes full P&L responsibility, development of capital sales structures, and execution in a highly competitive and regulated market environment.Previous experience includes leading marketing and commercial organizations across MedTech and Medical Devices, with responsibility for portfolio strategy, go-to-market execution, and market development in competitive, tender-driven environments. Focused on driving revenue growth and market share gains, I have aligned marketing and sales organizations, implemented structured commercial strategies, and strengthened clinical engagement to accelerate adoption. Combined with managing multi-market responsibilities across Europe, I have consistently contributed to performance improvement and transformation across both mature and growth businesses.I combine strategic thinking with hands-on execution and am particularly motivated by roles that involve building, scaling, and transforming businesses with measurable impact.Core areas of expertise include Business Unit Leadership, P&L responsibility, market entry, capital equipment, robotics, digital surgery, go-to-market execution, and cross-functional leadership across EMEA markets.Open to Business Unit Director, Commercial and Marketing Leadership roles in MedTech across EMEA.
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