Susan Willig

Susan Willig is CEO and Chief Brand Strategist of TrueNorth, a brand and marketing advisory firm guiding startups, early-stage, and “restart” companies in healthcare and healthtech to find their optimal path to growth. Susan brings 30+ years of global brand and marketing strategy experience to companies that need to focus their time, money, and resources for maximum impact. Featured as one of the 10 Most Innovative CMOs of 2024, Susan is also an Octane Preferred Advisor.

Susan is a visionary marketing executive with proven expertise in global brand strategy, market development, and digital innovation for market leaders including Edwards Lifesciences, Thomson Reuters, LexisNexis, and Gateway Computer. She has uniquely established herself as a pioneer in harnessing the power of access, advocacy, and connectivity in the medical device industry, positively impacting patient care, fostering clinician engagement, and driving sustained behavior change.

Susan is passionate about achieving health and wealth equity—two outcomes she believes are inextricably linked. She is a Founder of the SoCal Women’s Health Collective, a founding Steering Committee member of Women’s Health Advocates, and a Board Member of Meals on Wheels OC (along with WISE). She has forged partnerships to create impactful outreach programs in underserved communities, and is deeply committed to supporting female founders and female-focused innovation.

Susan holds a Certificate in Organizational Behavior from The Chicago School, an MBA from Xavier University, and a B.S. in Business Marketing from Wright State University. Her ongoing study of behavioral economics and decision science informs every strategy she builds — because changing clinical and patient behavior is the real competitive challenge in medtech.

Susan’s entire career led to the launch of TrueNorth in 2022, with the intent to accelerate growth for innovative healthcare companies, and especially female-led and female-focused organizations.
Susan lives in Laguna Beach, California, where she hikes with her dog, Cita. Simple joy for Susan is filling her home with the energy of friends and family, including her five siblings and 13 nieces and nephews. She satiates her curiosity through travel and art. A highlight of her career and life was living and working in Switzerland, leading the marketing organization for an Edwards Lifesciences business unit.

“I am compelled to help create and build professional and personal brands. I know the power of a strong and consistent brand, and have deep experience and expertise building them. The most impactful alignment is when a company or person brings their true self to market and clearly communicates this in a resonant manner—so that those who need what is offered may find them. That is the work: delivering meaningful and lasting connection.”