Global Commercial & Marketing Director l Pharma & Biotech ** Problem Solver | Team Builder | Mentor l Patient Experience Designer
Results-driven and business astute professional with extensive experience in developing marketing and commercial strategies within fast-paced complex multi-national pharmaceutical and biotechnology industries. Recognized for driving change and quality improvement for lives of patients and caregivers globally. • Track record of assessing and delivering strategic/tactical initiatives that disrupts and transforms ecosystems of care. • Demonstrated success in leading marketing and sales operations locally and regionally, including branded generics and patented molecules product proof of concept creation, registration and launch; corporate communications, Insights research, omni-channel and CRM creation, and digitalisation of media and promotional channels. • Expertise in steering life cycle processes of renowned pharmaceutical brands from launch to LOE in various therapeutic classes world-wide.
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Jan 2020 - Nov 2020
Rozimab ITP Commercial & Marketing Global Lead
Steer cross-functional team; access, medical, clinical, and regulatory for strategic, business, and launch activities relating to ITP indication globally. Collaborate with senior stakeholders for integrated marketing/commercial programs to ensure Romizab’s successful launch in the Hematology area. Execute Global Launch Strategies regularly into regional and local biggest markets through Global Mission Teams. Maintain firm relationship between Mission, Regions, and Markets to support integration and positive communication for harmonizing Launch preparations. Assess Market Research and insight requirements for Rozimab in ITP and interact with Market Insights, Clinical and Access to deliver initiatives. - Underpinned teams in global budget, forecast, and P&L development operations. - Supported strategy for publications, key congresses, and go-to-market activities. - Devise global brand strategy/plan in coordination with the clinical team. - Created strategy of concepts of value and differentiation for molecule’s in indication of ITP.
Feb 2017 - Dec 2019
Global Strategic Brand Planning Head (Marketing Excellence)
Led overall Corporate Brand Strategic Planning process for actual and short-term new UCB molecules from Launch Excellence planning process to LOE strategies and methodologies while co-developing annual planning process with three Business Units, Global Mission teams, Regions, and core Countries in Europe, America, and Asia. Supported strategic and tactical commercial and marketing planning processes by heading execution of Agile and Digital methodologies to maintain flexibility, adaptation, and evolution as per Insights analysis, Artificial Intelligence, Design Thinking, Omni channel tools, and Patient/User Experience frameworks. Monitored, collected, and shared best practices for planning process to enable more patient value-oriented planning. - Served as core interface across Marketing Excellence and Patient Access Global Practice, Global Business Units, and Country Operations/Functions such as Medical, Marketing, and Access to incorporate new and evolving business planning frameworks for seven global brands. - Directed implementation of corporate strategic frameworks/roadmaps, marketing global development curricula, and Marketing Planning in line with new business models alignment, simplification, and seamless integration.
Jan 2014 - Jan 2017
Latin American Neurology Patient Value Business Head
Spearheaded establishment and start-up process of Neurology Business Unit in Brazil while maintaining the coordination with commercial partners in Latin America. Introduced new commercial and lifecycle business models for Neurology portfolio while applying UCB ́s Patient Value Strategy into clear local implementation in Brazilian affiliate and Latina countries. - Supervised marketing and sales force re-engineering process to ameliorate effectiveness/productivity through new and innovative omni channel calling models for hospital, public, and private segments. - Directed Vimpat, Neupro and Keppra ́s launch planning activities and positioning/co-positioning strategy of Epilepsy Lifecycle portfolio within Brazil and Latin America; managed P&L of portfolio worth $170M.
Sep 2012 - Dec 2013
Latina Neurology Head & International Markets Lead
Managed P&L for strategic, commercial, and governance operations in Latin-American region of portfolio valued $160M while focusing on business activities across Mexico, South America, and Andean region; launched three global Neurology brands within 16 countries in 24 months. Drove revenues and EBIT through innovative commercial models, strategic alliances, license management, and collaboration with local/international pharmaceutical companies in Latina countries. Steered strategic process for health management of Neurology portfolio from development physician and patient’s solutions for actual portfolio and second brands. Devised strategies vs generics while initiating molecules - Served as International Markets representative in global Epilepsy and Parkinson teams for delivery of scientific, educational, commercial, and lobbying programs with governments and international/regional medical societies towards reaching expedited access to treatments in national formularies, reimbursement schemes, and insurance companies into public/private businesses.
Dec 2009 - Aug 2012
Marketing Head Mexico & Business Development LatAm Lead
Oversaw Marketing/Business Development activities of new pharmaceutical business model for Mexico and Brazil as per representation and marketing rights holding of mature/established brands in CNS and Anti-infective portfolios as well as launch of CNS branded generic portfolio. Monitored marketing and sales team for activities, including product registration, supply chain, marketing communications, market research, business, strategic development, marketing purchases, omni channel, and digital operations based on e-media and e-promotion. Managed P&L of $140M revenue portfolio of eight licensed brands from Roche and GSK; Bactrim, Rivotril, Mesulid, Dormicum, Rocephin, and Xenical. - Introduced effective marketing tools of CME and early detection programs, market segmentation and targeting, competitive analysis and strategy definition, channel management, and key account penetration plans; steered pricing analysis and implementation. - Acted as member of Extended Leadership Global Team and headed analysis and negotiations to create international alliances with National and Transnational Pharmaceutical companies to grow existing promoted portfolio; Watson Pharmaceuticals and Forest Laboratories and execute LatAm market analysis to expand footprint plans for company among two operation centers in Mexico and Brazil to ensure corporate alignment.
2020 - 2021
Business strategy - The Power of Being a Real Marketer - The Lean Startup - Entrepreneurship- Digital Marketing - Personal Development - Leading Organizations - Finance and Accounting - Disruptive Tech in Business
1999 - 2000
Major, International Marketing
1995 - 1999
BBA, Business Administration