Martin Jernigan

Proven Commercial leader bridging business & science - new product planning/launch, brand marketing & strategic planning

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Insulin
biosimilars
Pharmaceutical marketing
Adjunct professor MBA program
pharmaceutical/biotech overall
Work experience
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Mar 2020 - Present

Akebia Therapeutics

Vice President Marketing

Akebia Therapeutics, Inc. is a fully integrated biopharmaceutical company focused on the development and commercialization of therapeutics for patients with kidney disease. In the role of VP marketing, responsibilities include: • Developing renal portfolio and brand strategies, including Auryxia (Akebia’s commercial product) and vadadustat (Akebia’s Phase 3 investigational product) • Leading Marketing in the execution of overall strategy for the Renal portfolio, including Auryxia, vadadustat, and future product pipeline • Developing & overseeing execution of tactical plans to maximize market share

Jan 2019 - Present

Independent consultant, GLG advisor, Rutgers University faculty

Consulting related

• RG+A Consulting, New Hope, PA. April-Sept 2019. Served as President & COO leading operational strategies and execution, financial targets (P&L), and growth strategies. The strategic vision and reasons to join were to establish RG+A as a base for vertical integration/acquisitions of small pharmaceutical consulting companies. The required financial restructuring was not achieved. • GLG Council member/Advisor since 2016. Served as on-call advisor related to my professional experiences • Teaching & Mentoring: Adjunct Professor at Rutgers Business School, Masters/MBA program

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Jan 2018 - Jan 2019

Novo Nordisk

Vice President Diabetes Customer and Portfolio Marketing

Led an organizational initiative assessing marketing capabilities and gaps to implement our new operating model. Led the formation of this new department. Responsibilities included (1) leading the Customer and Portfolio strategy for Diabetes business unit, (2) leading our Health System diabetes commercial execution, (3) leading Diabetes Educator Strategy guiding execution from the 277 field educators, (4) overhauling our Promotional Education and Market Development approach and resources (a.k.a., HCP peer-to-peer dialogue), (5) overseeing mature brand lifecycle management ($3B annual sales), and (6) leading our marketing excellence training program for the US enterprise.

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Oct 2016 - Dec 2017

Novo Nordisk

Vice President Insulin Portfolio

Led U.S. marketing teams tasked with driving a $4.5B business for Tresiba®, Xultophy®, Levemir®, NovoLog®, FIASP®, NovoLog® Mix 70/30 and smaller brands. Devised volume growth plan to combat pricing pressure in the marketplace. Spearhead planning through 2020 for insulin portfolio. • Achieved strong 2017 Tresiba® results (26% growth) by refocusing/energizing the sales force. • Reorganized the business to attain lifecycle management objectives within the insulin portfolio including prioritization of secondary brands with targeted launches for Xultophy® and FIASP®.

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Oct 2012 - Oct 2016

Novo Nordisk

Vice President Victoza (2012), Promoted to Vice President GLP1 Portfolio (2014-2016

Returned to leadership of Victoza (2012) as the brand faced pricing pressure and significant competitor entries as well as managed revenue growth, expenses and product contribution. Received level promotion with additional duties including launch preparation, positioning, go-to-marketing approach for Ozempic® (semaglutide) (2018). Crafted GLP1 portfolio P&L plan through 2020. Demonstrated “peer influence” leadership to ensure marketing and sales collaboration across diabetes portfolio. • Catapulted Victoza to $2B in sales, making it the first and only $2B brand at the company; also, fastest to reach $1B mark at Novo Nordisk. • Achieved 21% and 14% revenue growth in 2015 and 2016, respectively, to reach $2B annual next sales through optimal messaging as well as energizing the sales force. • Delivered 27% average annual growth (2012–2016) for Victoza despite competition from numerous oral and QW GLP1 challengers. • Rebuilt Victoza marketing team post-launch by reinvigorating focus on strategy, operational excellence and sales force engagement. Streamlined marketing communications and introduced innovative DTC TV advertising, which spurred DTC spending from most competitors in the diabetes market.

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Sep 2010 - Sep 2012

Novo Nordisk

Vice President, Diabetes Portfolio Management

Lifted existing and future portfolio strategy for $2B+ diabetes business, with oversight of positioning, business development and new product commercialization. Created a 200-person marketing organization (including a field-based team of 160 diabetes educators) that handled customer relationship marketing, patient marketing and field-based efforts. • Ran a large team and multiple programs efficiently by optimizing portfolio strategy, organizational design and messaging communications. • Achieved alignment – including positioning – across brands (all competing for same patients).

Jan 2008 - Sep 2010

Novo Nordisk Pharmaceuticals

Associate Vice President, Victoza launch

Managed all aspects of Victoza launch for the U.S. market, and served on the global management committee for launch. Steered a group of 20+ direct reports and 60+ additional matrix team members through professional and patient marketing, managed markets, medical (publications and Phase 3B Phase 4 trials), regulatory and sales administration initiatives. • Exceeded Victoza launch forecast significantly (2.4X target) with first-year sales of $250M; achieved remarkable results through marketing promotional programs and strong engagement of the sales force. • Reached market share leadership for incretins among endocrinologists within the first 8 weeks; second to sitagliptin (oral incretin) within 12 weeks among PCPs. • Managed team through uncertainty (in the face of FDA challenges), and executed product launch meeting one week following FDA approval.

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Sep 2006 - Mar 2008

Novo Nordisk

Senior Director, Business Development and New Product Commercialization

Hired to establish a U.S.-based Business Development (BD function for the $1B+ business. Built a team of 8 associates within 9 months to drive revenue growth. Liaised with Copenhagen BD colleagues on global opportunities. • Transformed business development function and successfully shifted mindset within the large organization. • Implemented a new process for collaborating with Danish (headquarters) global teams. • Evaluated 40+ projects, and closed two deals in 2007, including one with $150M upside. • Developed pre-launch and pre-commercialization plans for U.S. pipeline products; established planning and launch process for Victoza, now a model for future launches. ✓ Assembled a highly capable Liraglutide Core and Commercialization (Launch) Team. ✓ Attained strong regional collaboration. • Worked in partnership with Diabetes and Biopharm teams to establish a 3-5 year strategic planning process for the U.S. business (previously a 1-2 year focus).

Jan 1992 - Dec 2006

Aventis Pharmaceutical

Senior Director, Global Marketing (and others see description)

Senior Director, Deputy Head, New Products Commercialization, Global Marketing and Medical Director, U.S. Commercial, New Products Commercialization Product Manager, U.S. Respiratory Marketing Manager, Business Information, Marketing Research Manager, U.S. Commercial, New Products Marketing Sales Representative Senior Marketing Research Analyst MicroMarketing Project Manager Senior Analyst, Cardiovascular Marketing Research Analyst, Cardiovascular Marketing Research

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Sep 2004 - Sep 2006

Johnson & Johnson

Executive Director, New Business Development

Evaluated new business opportunities in oncology, supportive care, renal diseases, other areas (including therapeutic vaccines)

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