Irina Fursman is the President of HAAT Consulting. She is a senior marketing and business development professional with demonstrated experience in achieving results in product commercialization, profitable growth, and market share gain in extremely complex cross-functional, cross-country environments. Irina is accomplished at partnering with technical teams, building teams, and leading them to translate technology into market use, uncover unique market opportunities, and devise and implement innovative, robust, revenue-generating solutions.
Irina’s expertise includes customer value creation through development/launch of innovative products and services; business model evolution and re-alignment; customer needs assessment, segmentation, and value proposition design; market mapping; market and channel strategies and program design; business turnaround and management of organization transformation.
Irina has extensive industry and consulting experience. She spent eight years at Frank Lynn & Associates, a boutique market and channel strategy consulting firm. At FL&A, Irina partnered with senior leadership teams of manufacturing companies across medical device, commercial, industrial, and high-tech markets.
In 2003, Irina joined Sunrise Medical, transitioning full-time to the medical device industry. During her tenure there, Irina held various executive positions in the areas of business development, marketing, sales, and strategic planning at DeVilbiss Healthcare (Respiratory Products Division), Sunrise Medical Corporate, and DynaVox Technologies (High-tech Communications Products Division). Under Irina’s leadership as both Vice President of Business Development and Vice President of Commercial Operations, DeVilbiss transformed its new product development process from being engineering driven to being market driven.
Since 2008, Irina spent time as an entrepreneur in the food industry. In 2009-2010, she managed an entrepreneurial new ventures incubator for chocolate innovations at Barry Callebaut. Following that, she founded Comfy Gourmet, a culinary education startup. Irina holds an MBA in Marketing and Business Strategy from the University of Chicago, and an A.B. in Economics from Bryn Mawr College. Irina is a graduate of L’Art de la Patisserie program at the esteemed French Pastry School of Chicago, a premier international institution of pastry arts education, where she studied with the internationally renowned co-founders of the school Sébastien Cannone, M.O.F. and Jacquy Pfeiffer.