Leadership
Meet the Team that makes the Dream happen
Joe Kiani
Executive Chairman
Joe Kiani is the Founder and Executive Chairman of Willow Laboratories, a health and wellness innovator dedicated to advancing noninvasive monitoring solutions and reinventing diabetes care. Prior to Willow, Kiani founded Masimo in 1989 and led it from a garage startup to a publicly traded medical technology company with over $2 billion in revenue. He holds more than 600 patents and co-invented measure-through-motion pulse oximetry. His technology is used to monitor over 200 million patients annually. He also founded the Patient Safety Movement Foundation to help eliminate preventable hospital deaths. Kiani is co-founder and CEO of Like Minded Labs, a media technology company reimagining virtual collaboration. In addition, he serves as Chairman of Clarity, a breast cancer-focused medtech company, and SMS Biotech, which is democratizing adult stem cell technologies for human health, and is an investor and board member at CDX Medical Technologies (a pioneer in ECMO pump innovation), MY01 (transforming diagnosis of limb perfusion injuries), and IRAMED (a leader in MRI-compatible patient monitoring and infusion systems).
Mohamed Diab
Chief Technology Officer
Mohamed Diab is an accomplished technology leader in the medical device field, bringing decades of expertise in non-invasive sensing and physiological monitoring to guide Willow Laboratories’ research, development, and product innovation. With an extensive patent portfolio spanning multi-wavelength sensors, alarm systems, and advanced non-invasive analytical devices, he leads cross-functional teams in engineering, product design, and regulatory strategy. A graduate of California State University, Fullerton, Diab previously held senior technical leadership roles at Masimo Corporation. As CTO, he advances Willow’s mission to deliver breakthrough medical technologies that enhance patient care and extend healthspan through safety, accuracy, and scalability.
Tao Levy
Chief Financial Officer
Tao Levy joined the company in 2025 as Chief Financial Officer, overseeing all financial and administrative operations. With extensive experience in financial services and the medical device industry, he plays a key role in supporting the company’s growth strategy. Before joining, Tao served as Executive Vice President of Business Development at Masimo Corporation, a publicly traded medical device manufacturer, where he was part of the executive management team. In this role, he led inorganic growth initiatives, including M&A, partnerships, licensing agreements, and investments. He also brings over a decade of experience as a Senior Equity Research Analyst covering the medical devices sector at various firms, including Deutsche Bank and Wedbush Securities. Tao holds a B.A. in Biology from the University of Pennsylvania.
Nicole Campagna
Senior Vice President, Commercialization and Strategy
Mohamed Diab is an accomplished technology leader in the medical device field, bringing decades of expertise in non-invasive sensing and physiological monitoring to guide Willow Laboratories’ research, development, and product innovation. With an extensive patent portfolio spanning multi-wavelength sensors, alarm systems, and advanced non-invasive analytical devices, he leads cross-functional teams in engineering, product design, and regulatory strategy. A graduate of California State University, Fullerton, Diab previously held senior technical leadership roles at Masimo Corporation. As CTO, he advances Willow’s mission to deliver breakthrough medical technologies that enhance patient care and extend healthspan through safety, accuracy, and scalability.
Dr. Diane Perez
Vice President of Business Development
Diane Perez joined Willow Laboratories in November 2024 as Vice President of Business Development, bringing over 25 years of experience in medical communication, strategic clinical collaboration, and business expansion. A medical doctor, Diane has been a prominent health communicator in international media, educating audiences on health and wellness through trusted, accessible content. She has hosted medical TV shows and participates in several media outlets, providing expert advice on healthy living. Dr. Perez has been a major contributor to advancing health initiatives and legislative changes for critical newborn health screenings in Mexico. As an accomplished author, she has published two books with Penguin Random House on 200 diseases and a healthy lifestyle to lose weight. Diane earned her medical degree from the National Autonomous University of Mexico (UNAM) and a Master of Healthcare Management from the Harvard School of Public Health.
Roger Wu
Vice President of Creative Services
With over 30 years of experience in biotech, medical devices, advertising, supply chain, and production studios, Roger Wu combines strategic vision with hands-on expertise to deliver impactful solutions. As Vice President of Creative Services, he has a proven track record of developing branding, marketing, and design strategies that enhance engagement and drive business growth. A holder of multiple design patents, Roger excels at transforming complex ideas into compelling visual solutions, fostering innovation, and leading cross-industry collaboration.
Mike Wallace
Vice President of Manufacturing
Mike joined Willow Labs in November 2024, bringing more that 30 years of global manufacturing and operations experience in the medical device industry with a proven track record of executing and delivering new products while optimizing product cost and supply chains on legacy products. Mike has successfully built and led supply chain, manufacturing, and sustaining engineering teams to bring new products to market, expanding product portfolios and operations capabilities aligned with growth objectives. Mike will oversee the development and scaling of Willow’s Manufacturing Team and Global Operations. Mike holds a B.S. in Mechanical Engineering from San Diego State University.
Marty Wexler
Vice President of Sales and National Accounts
Marty Wexler joined Willow Laboratories in March 2025 as Vice President of Sales and National Accounts, bringing over 40 years of expertise in sales, sales management, and corporate account leadership. Before joining Willow, Marty held multiple leadership roles at Masimo, most recently serving as Senior Director of Corporate Accounts. In this role, he played a pivotal role in converting major health systems and IDNs to Masimo technologies, leveraging his expertise in product launches, market strategy development, and contract negotiations. His tenure at Masimo also included key positions in sales management, strategic account management, and corporate account leadership. Earlier in his career, Marty served as Vice President of Sales at LifeSync Corporation and held various sales management roles in other medical device companies. Throughout his career, he has consistently driven business growth and profitability in multi-million-dollar markets, applying his deep industry knowledge and strategic sales approach.
Vincent Schneider
International Vice President of Business Development & Sales
Vincent Schneider joined the company in September 2025 as International Vice President, Business Development & Sales, overseeing our operations outside the United States. With more than 30 years of international leadership experience across Healthcare, Medical Devices, Computer Science, Healthcare, and Luxury Brands, Vincent has successfully led major transformation initiatives in both high-growth and underperforming environments. His expertise spans mergers and acquisitions, post-merger integration, and global business expansion. Prior to joining the company, Vincent served as Vice President of Strategic OEM Business Development at Masimo Corporation, a publicly traded leader in medical technology.
Mark Helbing
Vice President of Government and Strategic Markets
Mark Helbing joined Willow Laboratories in June 2025 as Vice President of Government and Strategic Markets, bringing more than three decades of leadership in government affairs, institutional sales, marketing, and healthcare technology business development across the medical device, medical‑surgical, and capital equipment sectors. He has a proven record of building and guiding high‑performing teams, shaping market strategy, and cultivating trusted relationships with key agencies including the Department of Defense and the Veterans Administration. Throughout his career, he has driven significant growth through national accounts, major health systems, and strategic partnerships, consistently positioning organizations for long‑term success in complex government and enterprise markets.