Avita Medical Names Chief Commercial Officer

Avita Medical Ltd., a medical device company developing therapeutic solutions derived from the regenerative properties of a patient’s own skin, has appointed Erin Liberto as chief commercial officer (CCO), effective Aug. 28.
 
As CCO of Avita Medical, Liberto will execute the company’s comprehensive commercial strategy, including the further development of the company’s sales, reimbursement and marketing efforts, and will report directly to CEO Dr. Michael Perry.
 
“Erin’s experience in the global dermatology markets, including a track record of successful U.S. product launches, will be instrumental as we position ReCell in the U.S. burns market following our anticipated PMA approval next year,” said Perry. “We are laying the foundation for our future growth across multiple indications, and I’m energized to be working with Erin as we continue to leverage our clinical progress across a broad range of indications.”
 
Liberto was most recently vice president of Marketing, Topical Dermatology at Allergan, where she led the commercial operations of marketing and strategic communication for two dermatology franchises: SkinMedica, a cash-pay, physician dispensed topical aesthetics business unit, and the Medical Dermatology division, which included reimbursed topical pharmaceutical products for skin conditions and where she oversaw more than $650 million of business revenue. While at Allergan, she doubled the domestic SkinMedica growth rate; gained the top share position for the therapeutic acne product Aczone; launched the new 7.5 percent Aczone formulation in mid-2016, and achieved the most successful launch in the professional dispensed skin care market. Previously, (2001-2007) Liberto served as director of U.S. Marketing at Biosense Webster, a division of Johnson & Johnson.
 
Avita’s patented and proprietary collection and application technology provides treatment solutions derived from the regenerative properties of a patient’s own skin. Its medical devices work by preparing a regenerative epithelial suspension (RES), an autologous suspension comprised of the patients’ own skin cells and wound healing factors that are necessary to regenerate natural healthy skin. This is then applied to the area to be treated.
 
In all countries outside of Europe, Avita’s portfolio is marketed under the ReCell brand to promote skin healing in a wide range of applications including burns, chronic wounds and aesthetics.
 
ReCell is TGA‐registered in Australia, and CFDA‐cleared in China. In the United States, ReCell is an investigational device limited by federal law to investigational use.
 
In Europe, Avita’s portfolio of medical device products received CE-mark approval as three tailored product presentations, with three individual brand names. ReCell is designed for the treatment of burns and plastic reconstructive procedures; ReGenerCell has been formulated for chronic wounds including leg and foot ulcers; and ReNovaCell is tailored for aesthetic applications including the restoration of pigmentation.