Non-invasive neuromodulation technology developer Neuromod Devices announced today that it is appointing Florian Elsaesser as its new chief commercial officer.

Elsaesser is a 12-year veteran in the space, having worked extensively in the hearing aid industry, according to a news release. He previously held executive positions at Sivantos and Siemens (NYSE:SI) Audiology.

Dublin-based Neuromod Devices said Elsaesser’s appointment comes on the heels of the completion of two large tinnitus clinical trials consisting of 517 total participants. Elsaesser is slated to be responsible for advancing the commercialization of Neuromod’s Lenire, a tinnitus treatment product.

Currently, the company is working toward commercializing Lenire in Europe as it also seeks to take the regulatory steps to bring the device to market in the U.S., all of which will be central in Elsaesser’s new role.

“Attracting a leading hearing aid industry expert with extensive experience across the sector is an exciting development and recognition of the immense potential of our technology,” Neuromod CEO Ross O’Neill said in the news release. “It is a pivotal time for the company as we progress with European commercialization of Lenire. Florian’s experience will be crucial as we work towards delivering our much-anticipated breakthrough treatment to people currently living with tinnitus.”

“With Lenire, Neuromod has developed a fantastic treatment option for the millions of tinnitus sufferers globally whose clinical needs remain underserved,” Elsaesser said. “Personally, I am excited about the high overlap between tinnitus and hearing impairment. … I see huge opportunities for Lenire to boost the hearing aid retail market.”