Lutronic
Chief Commercial OfficerBuilt the U.S. commercial organization from start-up footing and made North America the company's highest-revenue region—positioning the business for a successful PE exit at roughly 3x.
$19M → $90M+Revenue
Larry Laber · Commercial Growth Executive
He's run the sales org, owned the number, and delivered the growth.
Larry Laber has built and led the commercial organizations at Lutronic, Cutera, and Cynosure—taking each from underperforming to category leader. He doesn't advise from the sidelines. He's carried the bag, built the teams, and owned the revenue at the companies you already know.
$19M → $90M+Revenue · Lutronic
$30M → $100M+Revenue · Cutera
16 quartersDouble-digit growth · Cynosure
The record
Named companies.
Attributed outcomes.
No composite averages, no anonymized “a leading device company.” Where Larry has operated, and what changed while he was there.
Cutera
EVP of SalesTripled revenue and rebuilt the field from the ground up—hiring, training, and accountability—cutting annual rep turnover from roughly 70% to under 7%.
$30M → $100M+Revenue70% → <7%Sales rep turnover
Cynosure
Executive Director, SalesHelped take a relatively unknown brand to 16 straight quarters of double-digit growth and a position as one of the most consistently profitable companies in the aesthetic device space.
16 quartersConsecutive double-digit growth
Sofwave
EVP, North American SalesMost recent operating roleLed North American sales for a clinically differentiated, growth-stage aesthetic device company, bringing the same operator discipline across team development, commercial cadence, and field execution.
Figures reflect commercial results during Larry Laber's leadership at each named company.
25+ years in the seat
Every seat on the commercial team. In order.
There is no commercial role Larry advises on that he hasn't held. He carried a bag, trained the trainers, managed the managers, and ran the entire function—across public and private companies, and through a PE take-private.
CYNOSURECUTERALUTRONICSOFWAVE
- Rep
- Trainer
- Regional Manager
- National Manager
- Executive Director of Sales
- EVP of Sales
- Chief Commercial Officer
Public and private. Founder-led and PE-backed. He has built brands from no recognition, and succeeded in seats where the last person had failed.
Why companies bring Larry in
Five situations.
One operator's playbook.
International companies entering the U.S.
A proven product overseas, and a U.S. launch that won't catch. What works in Europe doesn't transfer: American reps carry the financing conversation; the European model doesn't. Larry has made North America the highest-revenue region in a global company—run as a U.S. operator, not a translated overseas playbook.
Founder-led businesses scaling past informal sales
Growth built on the founder's relationships and instincts, now hitting the ceiling that arrives without systems. Larry installs the cadence, qualification, and forecast discipline that lets revenue scale beyond any one person.
PE-backed companies needing value creation
A value-creation thesis that depends on commercial execution the current org can't yet deliver. Larry has worked directly with PE through a take-private and built the commercial engine behind a roughly 3x outcome.
Stalled commercial organizations
Pipeline full of deals that never close and hope standing in for a plan. Larry replaces hope-as-strategy with a forecast you can defend and a deal process that tells you what's real.
Commercial turnarounds
Weak process, high turnover, no accountability, a number the board can no longer wait on. Larry has turned a 70%-turnover field into a sub-7% one—by rebuilding how the team hires, trains, and executes.
The operating system
Results repeat because the method repeats.
Most aesthetic device companies take 9–12 months to make a new rep productive. Larry's system does it in 3–6. The difference isn't talent—it's structure. The same structure is why his teams hold their gains after he's built them.
The principles that make it work
Hire for mindset, not résumé.
Character and coachability outperform pedigree—proven across industry veterans and outside B2B talent.
Control the controllables.
Reps are trained on activity and process, not on hoping for outcomes. Confidence and revenue follow disciplined daily execution.
Build trust, not hierarchy.
A merit-based, mentorship-driven culture replaces the politics and turnover that plague this industry.
Start with “why.”
Every market, every prospect, every conversation opens on urgency and value—never on price.
The tools that make it repeatable
A defined activity cadence.
Daily, weekly, monthly, and quarterly targets that leave no ambiguity about what “doing the job” looks like.
A structured qualification framework.
Built around Market, Company, and Technology—keeping prospects on value before price ever enters the room.
A five-point forecast standard.
A deal isn't in the pipeline until it passes an objective test. The forecast is something you can defend, not something you hope for.
A documented deal process.
A step-by-step playbook from first conversation to signed contract—so the team isn't a collection of individuals each running their own version.
A transparent path to leadership.
A merit-based system built to rebuild trust on teams where it's historically been low.
“The alternative is every rep running their own snowflake—every deal different, nobody sure what actually works. A system fixes that.”
The advisory model
Senior-led. Focused. Personally delivered.
Every engagement is led by Larry—not handed to a junior team after the first meeting. Companies hire the operator, not the org chart.
Commercial diagnostic
A clear-eyed read on what's working, what isn't, and what it will take.
Advisory engagement
Ongoing operator-level guidance with an embedded cadence.
Board & PE support
Commercial diligence, readiness, and value-creation planning.
Executive coaching
For commercial leaders and managers, from someone who has held their seat.
Commercial operating support
Direct, hands-on help building the engine.
For adjacent needs—clinical, regulatory, marketing—a vetted network of senior specialists, brought in deliberately.
Start a conversation
If someone sent you here, you already know why.
No diagnostics funnel, no gated downloads. A direct conversation about your commercial situation and whether operator-level help is the right fit.
Email Larry directly llaber@nextphase-advisors.com