Avanos Medical logoAvanos Medical (NYSE:AVNS) today announced appointments to two new C-level positions on its leadership team.

The company’s present SVP CFO Michael Greiner will also fill a chief transformation officer role. In addition, Avanos promoted Kerr Holbrook to SVP and chief commercial officer.

Alpharetta, Georgia–based Avanos Medical is a developer of medtech that provides everything from pain management to respiratory and digestive care.

“Our global teams have been working diligently to identify changes that will allow us to reimagine our business and create sustainable value for both internal and external stakeholders,” CEO Joe Woody said in a news release. “We have established the groundwork for a three-year transformation aimed at optimizing our commercial organization and enhancing our financial performance. Our chief financial officer, Michael Greiner – who has led many of our efforts in margin improvement, M&A, and free cash flow generation – will take on the additional and newly created role of chief transformation officer. In that position, he will lead our transformation efforts as we remain focused on achieving our strategic and financial priorities.”

Avanos Medical is focusing on a business transformation

The new executive appointments come as the company plans to focus on four key priorities over the next three years, including optimizing commercial organization, transforming the product portfolio, implementing cost management initiatives and efficiently deploying capital while maintaining a focused and disciplined approach to M&A.

“We have made meaningful improvements to our profitability measures and free cash flow generation over the past 18 months while working through a range of macro dynamics. These improvements have established the initial framework for this transformation, which we believe will further enhance our operational and financial performance,” Greiner said.

Avanos will bring the North America Chronic Care and Pain franchise under one organization. Holbrook will lead it in the newly created SVP and chief commercial officer role. He previously joined the company as SVP and GM for Avanos’ chronic care franchise. He has more than 25 years of experience as a healthcare industry executive. Prior to joining the company, Kerr was chief commercial officer at AlloSource.

Said Holbrook: “With twin goals of accelerating sales and improving our commercial impact, our unified commercial organization is designed to help us drive efficiencies and focus on core categories and channels.”