Heidi Lee

Critic
DISC Type : C

Chief Financial Officer at Rovers Medical Devices B.V.

Eindhoven, North Brabant, Netherlands

Overview

Heidi is an entrepreneurial Chief Financial Officer at Rovers Medical Devices, skilled at telling the story behind the numbers. An all-round finance executive, she holds an Executive Master of Finance and Control and a M. Sc. in International Business, driving growth with a can-do attitude.

Outside of her core financial role, Heidi is motivated by continuous learning and cracking meaningful challenges. This is demonstrated by her completion of advanced French language courses and a professional certification in influencing with impact, showing a commitment to personal and professional development.

She is a vocal advocate for closing the gender gap in sleep diagnostics.

Personality Overview

Precise

Information Seeker

ROI Driven

They prefer to analyze logically and value objective facts over emotions.  They like to take decisions independently and do not seek others' support often. They don’t appreciate bells and whistles unless backed by data.

Topics They Care About

Healthcare Investing
Actively attends and shares insights from major industry events like the J. P. Morgan European Healthcare Symposium, focusing on value creation and innovation in MedTech.
Women in Health
Passionate about addressing the gender gap in medical fields, specifically highlighting the importance of polysomnography in improving women's sleep diagnostics.
Sleep Diagnostics
Focuses on innovations that are transforming sleep diagnostics and monitoring, particularly technologies like home polysomnography (hPSG).

Media Appearances

Heidi has no verified media appearances

Work History

3-2026
Chief Financial Officer at Rovers Medical Devices B.V.
1-2024 - 11-2025
Chief Financial Officer at Onera Health
12-2021 - 12-2023
Finance Director at Onera Health
2021 - 2021
Sales Controller at Upfield
10-2019 - 12-2020
Commercial Controller at Bugaboo

Education

2015 - 2017
Executive Master of Finance and Control from TIAS School for Business and Society
2009 - 2011
M.Sc. International Business Finance-Marketing from Maastricht University School of Business and Economics

More Information

Social Presence :

Prographics :

Exp : 13 Location : Eindhoven, North Brabant, Netherlands Job Level : Leadership Designation : Chief Financial Officer at Rovers Medical Devices B.V.
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Insights For Selling To Heidi

During A Call Or A Meeting

DO's

  • Use phrases like ‘expect X% improvement’, ‘data clearly shows’ etc.
  • Be ready for penetrating questions and critical examination of your pitch
  • Be ready to answer many clarity-seeking questions and requests for information

DONT's

  • Don’t rush them till they have clearly gotten all the necessary information
  • Don’t try to give too many examples of other users, they like to make their own decisions
  • Don't give superficial answers, they are easily rattled by them

When Cold Calling

When Writing An Email

While Negotiating & Closing

    The secret to closing fast with Heidi is

  • Proof of ROI, low pricing and objective proof points are the important factors for them.
  • Will you ever get a clear answer from Heidi

  • They do not mind saying no if they believe that it is the right decision.

Insights For Deal Planning

    How fast (or slow) will Heidi move?

  • They are neither the fastest nor the slowest decision makers, they are somewhere in the middle.
  • Can Heidi take some risk or not?

  • They can bear some risk if their analysis backs the decision.

You And Heidi

Personality Compatibility


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