Belinda Lau
UCLA Anderson School of Management
elims
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I've been in business since I was two years old — literally. I grew up behind the counter of my parents' gift shop, the child of immigrants who built something out of nothing because it was the only option they had. I didn't learn business from a textbook first; I learned it by watching my parents make it work, day after day, long before I ever set foot in a classroom. That upbringing is where my instinct for business actually comes from, and it's shaped everything I've done since — from earning engineering degrees at Carnegie Mellon, to leading product development on life-changing medical technology at Medtronic, to co-founding ELIMS Oral Care with my husband, which we've bootstrapped and grown together while raising our three kids. I think that mix is what makes me a different kind of coach. I've sat in boardrooms at a Fortune 500 company and I've also stayed up too late packing orders myself. I know what it's like to build something with real resources behind you, and I know what it's like to build something with almost none — and I genuinely love helping other founders and professionals figure out which lessons from each world actually apply to their situation. Outside of work, you'll usually find me traveling, hanging out with my kids (my literal best friends), or thinking about how business and sustainability don't have to be at odds. If any part of my story sounds like yours, I'd love to work together!
Work with Belinda
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Why do I coach?
I didn't get here alone. Over my 22-year career, I've had hundreds of mentors, advisors, and coaches — people who talked me off the ledge during a product launch gone sideways, who told me the hard truth when I needed to hear it instead of what I wanted to hear, and who believed in what I was building before I fully did myself. As a founder, I needed that more than I ever expected to. Coaching is how I pay that forward — sharing the lessons that cost me time, money, and sleep to learn, so someone else doesn't have to learn them the hard way.
Work Experience
Co-founder
elims
July 2019 - Present
Essentially, everyone on the planet needs to brush their teeth. But the world doesn’t need more oral care products, just better ones. ELIMS combines biotechnology and sustainability to revolutionize oral care. Our dentist-crafted products use cutting-edge science, like nano-hydroxyapatite, and clean, non-toxic ingredients to enhance smiles while protecting the planet. Proudly made in the USA with eco-friendly packaging and free recycling through TerraCycle, we’re redefining oral health for a better future. 🌱🦷 🏆 FORBES "Best Teeth Whitening For Sensitive Teeth" 2024 🏆 Healthline "Best Sustainable Teeth Whitening of 2021" 🏆 HuffPost "Eco-Friendly Beauty Brands That Are Innovating The Industry" Product Strategy, Business Insights and +9 skills
Independent Business Consultant
Bryn
December 2018 - Present
Helping large companies and startups with product management, marketing, product launch, product development, business operations, and startup business plans, pitch decks. Past/current clients have been in medical devices, healthcare AI, dental devices, and adtech. Continuous Improvement, Product Strategy and +6 skills
Business Transformation Manager
Medtronic
October 2018 - July 2019
Lead strategist for improving business channels in our product to patient teams. Develops strategic plans and drives priorities with project managers and key stakeholders to improve patient experience, customer loyalty and long-term business stability. Continuous Improvement, Business Insights and +6 skills
Upstream Process Engineer
Medtronic
April 2015 - October 2018
• Upstream group manager (team of 5) charged with in-depth market research and analysis to create a 5-10 year strategic portfolio. Strategist for short and long-term product mix for the artificial pancreas line of products. • Conducted market research (both qualitative and quantitive) to develop customer requirements (product features) for all enabling technologies in artificial intelligence. • Managed product development projects starting from business analysis phase through to launch. Continuous Improvement, Product Strategy and +7 skills
principal product manager
Medtronic
July 2013 - December 2015
• Lead product manager for the first artificial pancreas closed loop insulin delivery system to market • Gathered Voice of Customer (VOC) data through leading multi-center market research activities. Defined customer segments, and developed the Business Plan and Market Requirements Document (MRD) for the first anticipated commercial artificial pancreas • Manage cross-department marketing team made up of sensor glucose marketing member, education specialist, technical publications and human factors • Currently, defining strategy for commercialization, including reimbursement, market entry requirements, messaging/PR, and adoption/penetration plans, with goal of taking this product to standard of care Product Strategy, Business Insights and +6 skills
Regulatory Affairs
Bayer Cropscience Deutschland GmbH
2003 - 2003
Business Insights and Biochemistry
Education
UCLA Anderson School of Management
Master of Business Administration, Business Administration and Management, General
2018 - 2020
Executive MBA, UCLA Anderson (2020). Launched my company, ELIMS Oral Care, out of the program and was awarded three entrepreneurship grants along the way. I continue to guest lecture at Anderson's startup events, working with current students building their own ventures.
Carnegie Mellon
BSc, Double Major Biomedical Engineering & Materials Science and Engineering
2000 - 2004
BSc Biomedical Engineering & BSc Materials Science Engineering, Carnegie Mellon (2004), with a focus on biomaterials and composites. This technical foundation shaped my entire medical device career, from regulatory affairs through 15+ years of product leadership at Medtronic.
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