AXREM Appoints Yvette Wilbur as Vice Chair of the AXREM Marketing Special Focus Group
27 January 2026
AXREM is delighted to announce the appointment of Yvette Wilbur as Vice Convenor of the AXREM Marketing Special Focus Group (SFG) supporting Sarah Cowans, Marketing Communications Manager, Siemens Healthcare Limited, bringing together marketing professionals from across our entire membership community to share best practice, learn, spark ideas, and elevate the voice of MedTech.
Yvette Wilbur is a Senior Product Marketing Manager at Radformation, with over 40 years of experience spanning clinical practice and the global radiation oncology industry. She has held senior roles at Elekta, Velocity, Varian, and Radformation, and is passionate about supporting the adoption of innovative technologies that improve efficiency, safety, and patient care in radiotherapy.
Earlier in her career, Yvette helped establish Botswana’s first radiation oncology department and supported the creation of the country’s first Cancer Association, alongside initiatives focused on staff training, patient education, and access to care.
Yvette holds an M.RAD in Oncology from the University of the Free State and is a Radiotherapy UK Ambassador. She looks forward to collaborating with peers across the community to share knowledge, strengthen connections, and support the continued advancement of radiotherapy services in her role as Vice Convenor of the AXREM Marketing Special Focus Group.
The AXREM Marketing Special Focus Group brings together marketing professionals from across the membership to collaborate, share best practice, and shape how AXREM engages with key audiences, industry partners and the wider healthcare community. Meeting regularly throughout the year, the group focuses on AXREM’s marketing strategy and brand positioning, industry events and exhibitions, communications, media relations, and social media activity, while also exploring topical themes such as effective NHS engagement, digital marketing trends and campaign innovation. The group frequently benefits from relevant skills workshops and training days.
Sarah Cowan, AXREM Marketing SFG Convenor said
“I am excited to continue my role as the convenor for the Marketing SFG. Over the past two years, our group has grown and evolved, and I am looking forward to continuing our collaboration. I am also delighted to welcome Yvette as our new vice convenor! Having a deputy will not only provide additional support but will also bring a fresh perspective and innovative ideas to our group”.
AXREM, CEO Sally Edgington said
“We are thrilled to welcome Yvette Wilbur as Vice Convenor of the AXREM Marketing Special Focus Group. Yvette brings an extraordinary depth of experience and a truly global perspective, having dedicated her career to advancing radiotherapy and improving patient care. Her leadership and passion for innovation will be invaluable as we continue to strengthen AXREM’s voice, foster collaboration across our membership, and champion the role of MedTech in healthcare. I look forward to seeing the energy and expertise Yvette will bring to the group as we work together to share best practice, spark ideas, and drive meaningful impact for our community.”
For more information about the AXREM Marketing Special Focus Group and its activities, click here.