Toronto, Ontario, Canada
I'm a dedicated and results-driven team player with extensive experience in leading brand strategy, product lifecycle management, and cross-functional team collaboration in the pharmaceutical (Rx) and consumer packaged goods (CPG) sectors. I'm adept at driving growth, launching innovative products, and fostering strategic relationships with our key stakeholders to elevate the brand performance and deliver exceptional business impact. I'm passionate about improving patient outcomes and I'm seeking to leverage my deep expertise in managing multiple projects to transform insights into impactful strategies, ensuring a customer-focused approach while delivering value to our stakeholders. AWARDS: Marketer of the Year – Galderma 2019 | Commercial Partner of the Year – Galderma 2015 AREAS OF EXPERTISE: • Strategic Brand Management: Proven ability to develop and execute multi-year strategic plans, leading to significant market share gains and revenue growth (e.g., doubling Cetaphil sales from $14M to $32M in 3 years). • Omnichannel Marketing Expertise: Skilled in designing and executing comprehensive engagement strategies, blending digital, traditional, and experiential marketing tools to increase brand visibility, awareness, and share of voice. • High-Impact Product Launches: Successfully led pre-launch and launch taskforces for Rx and CPG products, including Health Canada submissions, pricing strategies, and Patient Support Programs that accelerated product trial and adoption. • Cross-Functional Leadership: Experienced in leading cross-functional teams across sales, R&D, regulatory affairs, and supply chain to achieve seamless product launches and ensure operational excellence. • Analytical & Data-Driven Decision Making: Strong analytical acumen, leveraging key performance metrics (KPI) and market data to derive actionable insights, optimize performance, and implement course corrections. • Stakeholder Relationship Building: Proficient in cultivating relationships with KOLs, pharmacists, and industry organizations to enhance product credibility and influence clinical adoption.
Increased acne franchise sales by 3-5% over five years while mitigating the loss of exclusivity impact for two key brands. Achieved best-in-class Aklief launch driving physician awareness and trial, capturing 3.7% market in 18 months. Designed and executed comprehensive omnichannel engagement plans, blending digital and traditional marketing tools to effectively reach physicians to increase share of voice. • Led Aklief pre-launch taskforce, coordinating cross-functional teams on Health Canada submission, pricing, production, payer listings and key account presentations. • Spearheaded Patient Support Program, accelerating Aklief trial and adoption by 33% in its launch year. • Cultivated relationships with Key Opinion Leaders (KOLs) in dermatology to guide strategic insights and optimize patient outcomes. • Owned P&L and strategic planning for 12-brand portfolio (acne, rosacea, psoriasis), with a 3-year forecast horizon. • Presented strategic objectives to Canadian and Global leadership to secure alignment on business goals. • Collaborated with sales, medical, and regulatory teams to develop compelling sales tools and refine brand core messages, enhancing market positioning and engagement. • Monitored and analyzed key market data and performance metrics (KPI) to derive actionable insights, identify trends, and implement data-driven adjustments to enhance customer engagement strategies.
Managed a team of three, overseeing development and succession planning. Drove franchise sales growth from $14M to $32M over 3 years, managing an annual $5M marketing budget. Developed annual brand plans, 3-year strategic forecasts and monthly sales/production projections for 39 SKUs. • Directed lifecycle management, including rationalization and new product development, collaborating with US and Global teams. • Launched Cleansing Cloths, driving 144% sales growth and securing Top 20 SKU ranking in AC Nielson within 12 months. • Delivered Cetaphil’s first TV Campaign and Instagram channel in 2016, achieving record +17% POS growth and a 5-point lift in aided awareness.
Created pharmacist-accredited educational program on adjunctive skin care, training over 5000 pharmacists. Leveraged DermaControl’s 2013 Product of the Year award through a multi-channel campaign, including Facebook digital contest, instore POS merchandising and HCP educational material. • Implemented DermaControl university campus program featuring banner ads, locker-room sampling and QR couponing at three Canadian universities. • Leveraged Eczema Society of Canada seal of approval for RestoraDerm via on-pack labeling, in-store promotion and targeted Shoppers Optimum direct mail campaign.
Launched 12 generic products, managing project timelines, supply chain, and forecasting for oral and injectable products. Provided market analysis to Business Development, identifying opportunities for third-party product expansion and portfolio growth.