Driving Global Growth, Efficiency, and Connectivity with a Procurement Leader
The
Client
Amplifon, a major player in the hearing technology space
Amplifon, the Italy-based global hearing care leader with $2.6B in revenue, operates in 25+ countries through a vast network of clinics and points of sale. Publicly traded and strongly positioned in the Americas, the company distributes, fits, and customizes hearing solutions, helping millions rediscover the emotions of sound.
The Challenge
Maturing and consolidating the Procurement function after rapid scaling
Amplifon’s Americas division had scaled rapidly, but Procurement remained decentralized and immature. Each functional leader ran their own sourcing driving inconsistencies, duplicated effort, and almost no connectivity back to European Headquarters. The lack of standards and protocols meant rising costs, compliance gaps, and missed scale advantages.
To protect momentum and convert growth into sustainable value, Amplifon needed to quickly professionalize, centralize, and connect its Americas Procurement function.
They came to us to find a seasoned leader who could help turn a fragmented operation into a strategic asset.
The Solution
Finding a strategic and execution focused Head of Procurement to formalize the function and enable continued growth.
Cultura partnered closely with Amplifon’s Americas CEO and Global Chief Procurement & Supply Chain Officer to shape a precise mandate: identify one senior leader who could design and own a standardized yet regionally-smart procurement program, align tightly with global strategy, manage end-to-end sourcing, and build lasting vendor partnerships across a highly matrixed, multicultural organization.
With virtually no existing structure, the role demanded an entrepreneurial player-coach who is comfortable defining process while executing, influencing without direct authority, and thriving in ambiguity.
We built a targeted map of proven procurement leaders from complex, multi-country healthcare and retail environments, then positioned the opportunity as a rare green-field mandate with full executive backing.
Our collaborative approach to aligning with Amplifon's objectives allowed us to focus on candidates with the potential to drive Amplifon's strategic goals forward.
The Outcome
An accomplished senior procurement and supply chain leader with deep experience across the medical device and consumer goods industries.
Amplifon selected Eric Liang, a proven procurement and supply chain transformation leader with deep roots in medical devices and consumer goods.
Eric’s career includes high-impact roles at Medtronic, Amplifon, Smiths Medical, and General Mills where he consistently drove strategic sourcing, category management, supplier partnerships, and multimillion-dollar cost savings across direct materials, packaging, ingredients, IT services, and indirect spend. Known for building procurement organizations from the ground up, he combines rigorous process discipline with strong cross-functional influence and a track record of elevating procurement from tactical to strategic.
His rare blend of global supply-chain expertise, change-management success in matrixed environments, and passion for developing high-performing teams made him the ideal leader to unify Amplifon's procurement function, instill best-in-class practices, and forge a seamless connection to global headquarters - delivering immediate credibility, rapid impact, and long-term value.
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