Pacific Biosciences of California, Inc. announced the appointment of Jeff Eidel as Chief Commercial Officer, effective August 16, 2022. In this role, Mr. Eidel will have global responsibility for all commercial activity including sales, marketing, and customer support. Mr. Eidel joins PacBio from Cradle Genomics, a reproductive health startup where he was most recently Chief Executive Officer after joining the company in 2019 as Chief Operating Officer.

Prior to Cradle Genomics, Mr. Eidel was Head of Corporate and Business Development at Illumina. During his 13 years at Illumina, he also held critical positions focused on negotiating and integrating acquisitions, leading deals with several of Illumina's largest customers and business partners, catalyzing global growth, and introducing new products. Before Illumina, Mr. Eidel held roles with Inovio Pharmaceuticals, Corillian Corporation, and KPMG.