Testimonials

"During our time working together, Jose consistently demonstrated exceptional vision, grit, and integrity; leading complex market expansions across Latin America and Canada while earning the deep respect and loyalty of his teams, distributor partners, and surgeon KOLs. His ability to combine strategy, creative problem-solving, and relentless execution was instrumental in driving impressive growth, including rapid share gains in new markets and successful transitions to direct operations. He is one of the rare leaders who can inspire, innovate, and

deliver, often all at once. I have no doubt Distributor Principles will set a new standard in our industry, and I look forward to collaborating with him again in this next chapter."

Antonio Marques

VP Latin America

Globus Medical, USA

"As the company’s Chief Financial Officer, I had a front-row seat to the impact Jose and his team had on our business. They approached growth in a methodical, data-driven, and highly disciplined manner, avoiding the typical commercial peaks and valleys and instead building a stable, predictable revenue stream. Their blend of clinical understanding, operational rigor, and financial acumen enabled them to scale our international business to more than 14% of total company revenue, with a contribution margin that surpassed our U.S. commercial operations.

Jose and his team consistently grounded their strategy in thoughtful market selection, robust distribution models, and clear ROI thresholds. They honored commitments, hit their numbers, and managed resources with a level of financial discipline that gave me confidence in both the integrity and sustainability of the results. Beyond the metrics, they fostered strong internal and external partnerships, aligning stakeholders around long-term value creation rather than short-term wins."

Kevin Williamson

Chief Financial Officer

Tenon Medical, USA

"Launching a Class C (II/III) spinal device during the COVID-19 pandemic presented unprecedented market access challenges in Singapore. Jose's expertise in regulatory navigation, distributor partnerships, and strategic communication enabled us to successfully introduce FlareHawk despite the operational constraints of that period.

His proactive approach to coordinating clinical collaborations was instrumental in supporting our partnership with Singapore General Hospital, which culminated in peer-reviewed evidence published in the *International Journal of Spine Surgery* (April 2023).

Jose's ability to execute high-stakes product launches with precision, manage complex stakeholder communications, and deliver results on time gave me complete confidence throughout the process. His mentorship also equipped our team with strategic skills that continue to drive our market success.

Based on this exceptional collaboration, I look forward to partnering with Distributor Principles under Jose's leadership on future innovations in spine and orthopedic technologies."

Ann Hao Juan

Distributor Principal
Surgi Care Pte Ltd, Singapore

"I had the pleasure of working with Jose Calleja at Accelus, where he led all OUS strategies and sales as a thoughtful, dedicated business unit president. What impressed me most was his ability to handle country-by-country regulatory approval requirements while also building strong, practical partnerships with the right distributors and internal teams. He understands what it takes to build and grow a business, and leverage his meaningful relationships within the U.S. and OUS markets.

Distributor Principles is a natural extension of how Jose has always operated, and it is clearly his brainchild. He has packaged the realities of international expansion into a turn-key, outsourced international division that helps companies prioritize markets, choose the right distribution partners, navigate regulatory requirements, and maintain strong commercial governance. The outcome is a tailored global blueprint that fits each company’s portfolio, and capital plan, thus supporting scalable growth."

Wyatt Geist

Co-Founder; Accelus

Chief Innovation Officer

Tenon Medical, USA

"Trabalhar com o José Calleja no projeto do FlareHawk no Brasil foi uma experiência marcada por profissionalismo, confiança e parceria estratégica. Como Vice-Presidente Executivo de Operações Internacionais, ele conduziu todo o processo de construção do acordo e o início das operações, sempre com visão clara e foco em resultado. Mesmo diante de desafios regulatórios relevantes, manteve uma atuação próxima e organizada, garantindo o alinhamento entre as equipes e o fluxo adequado das informações. Além disso, demonstrou grande cuidado com o treinamento do nosso time comercial, assegurando que todos estivessem preparados para representar o produto no mercado. Seu estilo direto, confiável e sólido em decisões difíceis foi determinante para manter o projeto avançando.

Working with José Calleja on the FlareHawk project in Brazil was an experience marked by professionalism, trust, and strategic partnership. As Executive Vice President of International, he led the entire process of building the agreement and starting operations, always with clear vision and focus on results. Even in the face of significant regulatory challenges, he maintained a close and organized approach, ensuring alignment between the teams and the proper flow of information. Additionally, he demonstrated great care with the training of our sales team, ensuring that everyone was prepared to represent the product in the market. His direct, reliable, and solid style in difficult decisions was decisive in keeping the project moving forward."

Tonimar Pereira - CEO

Ricardo Latorraca – Gerente de Operação e Distribuição
Ortomedic, Brasil

"I've known Jose personally and collaborated closely with him for over 20 years, witnessing his exceptional growth and impact firsthand.

He excels as a highly skilled and accomplished leader across creative roles—driving innovative campaigns and visionary projects—and corporate strategic and operational domains, where he's masterminded transformations and delivered sustainable growth. As a great team leader and engagement builder, he fosters collaborative environments that unlock peak performance, turning diverse groups into cohesive, high-output teams. Above all, Jose inspires profound trust among team members, stakeholders, and partners alike, creating a foundation of reliability and confidence that propels organizations forward.

What truly distinguishes him is his exceptional mentorship ability and genuine joy in supporting others' professional development and success. He invests thoughtfully in his people, helping them flourish and reach their full potential.

Working with Jose day-to-day is a genuine pleasure. He strikes a perfect balance between performance-focused leadership and inclusive culture-building—he sets high expectations and drives results while creating an environment where people feel valued, heard, and supported. This combination of rigor and humanity makes him both highly effective and deeply respected."

Damon D’Amore

CEO, Legacy Mentor

Fortune 500 C-Suite Adviser, USA

"He trabajado con José Calleja como partner distribuidor y su liderazgo comercial es claramente diferencial: colaborativo, cercano y con una gran capacidad de escucha del mercado. En un entorno complejo, sin un reembolso de implantes homogéneo a nivel nacional, supo encontrar vías alternativas para vender y mantener la competitividad. Gracias a su experiencia, impulsó nuestra entrada en el mercado de implantes espinales por endoscopia y, además, su disponibilidad —incluso con diferencia horaria— fue clave para dar respuesta rápida a las necesidades de nuestros KOL. Hoy, al frente de Distributor Principles, sé que esa misma exigencia y capacidad de ejecución están en el ADN de su proyecto.

I have worked with José Calleja as a distribution partner, and his commercial leadership is clearly differentiating: collaborative, approachable, and with exceptional marketlistening skills. In a complex environment, with no uniform implant reimbursement at the national level, he was able to identify alternative routes to sell and maintain competitiveness. Thanks to his experience, he drove our entry into the endoscopic spinal implant market, and his availability—even across time zones—was key to providing fastpaced responses to our KOLs’ needs. Today, at the helm of Distributor Principles, I know that the same level of rigor and execution capability is woven into the DNA of his venture."

Antonio Rodriguez de Oya

General Manager

Oyasama, Spain

"We have dealt with Jose in his role managing international distributors, and in the whole time I can truly state he was invested wholeheartedly in seeing us succeed. There were challenges in market which he made sure he understood, then did his best to assist us. He is exactly what you want in a partner, he really has your best interests at heart and through transparency and honesty, seeks the best outcome for all. From our point of view, he is the perfect person to connect distributors in this global game"

Ben Willis

Distributor Principal

Orb Medical/O2 Spine, New Zealand

"Advanced Medical and I personally had an excellent cooperation with Jose and Heather. There has always been a great amount of trust between us. Additionally, they had a great relationship with our KOL surgeons in Greece and Cyprus, and each was always there to help, educate, and support all of us."

Vagelis Zisis

CEO-Founder

Advanced Medical Devices, Greece