Lionel Buttin

Evaluator
DISC Type : DSC

Associate Director, Strategic Marketing EMEA at BD

Lausanne Metropolitan Area, Switzerland

Overview

Lionel is the EMEA Strategic Marketing Director at BD, with 17 years of experience closing the gap between MedTech innovation and patient access. He focuses on insight-driven strategic marketing and portfolio positioning. Colleagues describe him as a creative, resilient, and strategic thinker with a positive attitude.

Currently living in Switzerland, Lionel is multilingual (French, English, Spanish) and has previously lived in France, Australia, and Spain. He is a self-taught graphic designer, passionate about exploring creativity through vectors, typography, and colors in his spare time.

He received the prestigious BD CEO Excellence Award in 2023 for his extraordinary contributions to the companys strategy.

Personality Overview

Quality Focused

Thorough Evaluator

Hard To Convince

They are not very likely to become strong advocates of your product or service  They have a unique set of diverse traits where they are decisive and methodical but can sometimes be extra cautious and skeptical They focus on the results, but can still be quite procedural and analytical about how to get there

Topics They Care About

Sustainable Healthcare
Actively discusses and posts about creating a sustainable healthcare ecosystem for future generations while keeping the health of the planet in mind.
Meaningful MedTech
Believes true innovation isn't just new technology, but solutions that offer significant improvements to functionality and patient outcomes.
Value-Based Marketing
His career focuses on communicating the clinical and economic value of medical technologies, moving from a product-selling to a solution-selling model.

Media Appearances

Lionel has no verified media appearances

Work History

2-2021
Associate Director, Strategic Marketing EMEA at BD
7-2019 - 1-2021
Associate Director, Strategic Marketing Europe at BD
4-2018 - 7-2019
Director of Marketing EMEA at The Velcro Companies
1-2013 - 4-2018
Medical Strategic Business Unit Manager - EMEA at The Velcro Companies
4-2009 - 1-2013
Global Marketing Manager at Gambro

Education

2001 - 2004
Master's degree from IFAG - L'école de management et d’entrepreneuriat
1999 - 2001
Associate's degree from Université Claude Bernard Lyon 1

More Information

Social Presence :

Prographics :

Exp : 21 Location : Lausanne Metropolitan Area, Switzerland Job Level : Mid-senior Designation : Associate Director, Strategic Marketing EMEA at BD
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Insights For Selling To Lionel

During A Call Or A Meeting

DO's

  • Showcase your competitive superiority clearly when possible or address it at the minimum
  • Be prepared for comments or questions that are critical of your product or your claims
  • Keep a professional, business-like approach; especially if you tend to get informal quickly

DONT's

  • Avoid too much small talk, just a few formal pleasantries should be fine
  • Don’t nudge them to do something by using the logic that others have done the same
  • Don’t focus on relationship, focus purely on the merit of your product

When Cold Calling

When Writing An Email

While Negotiating & Closing

    The secret to closing fast with Lionel is

  • ROI matters the most to them, followed by process and finally proof of results
  • Will you ever get a clear answer from Lionel

  • They might hesitate a little, but will go ahead and say no when necessary (or asked)

Insights For Deal Planning

    How fast (or slow) will Lionel move?

  • They are unlikely to move very fast, especially when it comes to new products or services
  • Can Lionel take some risk or not?

  • They have relatively low risk-appetite and are not very likely to go for something unproven and risky

You And Lionel

Personality Compatibility


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