Biotraction Associates, LLC provides marketing and general management consulting services to life science companies worldwide. Our backgrounds include significant experience gained through careers at both leading and emerging life sciences companies. We have walked in your shoes and understand the marketplace and the challenges that you face.

Our Profiles

E. Faye Coggins, Founder and Principal
Ms. Coggins has over 30 years experience in life science companies at executive level positions in both the diagnostics and biotechnology markets. She has extensive experience in management, business, marketing, sales, new product development and organizational coaching and development in life sciences companies. Ms. Coggins has held positions as VP Marketing for Fisher Biosciences LSR Division, Executive Director of Marketing, North America, QIAGEN Inc., Vice President of Marketing and Sales at Cylex, Inc. a venture based company focused on immune cell function; and Vice President of Worldwide Marketing at Life Technologies, Inc. (now part of Thermo Fisher). In addition, Ms. Coggins has held several senior level business, marketing and sales positions, the last being Marketing Director of New Product Development at DuPont in its $1 Billion Medical Products Division (now Siemens). Ms. Coggins received a B.S. in Medical Technology from East Carolina University and holds a MT(ASCP) certification. She has received special training in Marketing Management from Columbia University and Strategic Planning from the Wharton School of Business. In addition Ms. Coggins served as President Elect, President, and Past President of the Clinical Laboratory Managers Association (CLMA) from 1995-2001.

Rowena L. Roberts, PhD, Founder and Principal
Dr. Roberts has over 25 years of management experience in the life science research, medical device, and food diagnostics markets. Her experience includes marketing, product management, new product development, strategic planning, R&D management, basic and applied research, and market research. Dr. Roberts has held positions as Director of Marketing and Sales at BioInformatics, a market research consultancy, Senior Director of Marketing and R&D at KPL, Inc (now Seracare), a company specialized in antibodies and protein detection, Business Director at IGEN (now part of Roche Diagnostics) with responsibility for development of a food pathogen detection business, Product Line Business and Marketing Manager at Life Technologies (now part of Thermo Fisher) managing core molecular biology products, and Commercial Development Manager for biomedical products for the National Medical Care subsidiary (now Fresenius Medical Care) of W. R. Grace. Dr. Roberts holds a Ph.D. in Microbiology from the University of Texas and an M.B.A. in Marketing from the University of Maryland.