Bath, England, United Kingdom
I have 20+ years’ experience of working in the pharmaceutical industry, with roles in Forecasting, Business Insights/ Analytics, Commercial/ Sales Force Excellence, Marketing & Sales. The majority of this time has been in roles at a Global & Country level for BMS, MSD & AstraZeneca. I have worked across a wide range of chronic & acute therapeutic areas, including: CV, Oncology, Haematology (inc Cell Therapy) & Respiratory. I have a BSc Biochemistry Degree & an MBA from London Business School, majoring in strategy.
Lead a small team of in-house analysts & contractors, based primarily in the US & India. Responsibilities include leading all forecasting (epidemiology/ patient flow & trend based), primary market research & analytics/reporting across the CV portfolio, covering both in-line brands/indications & pipeline assets. Member of the Global Leadership team & Head of the Global CV BIA function. Act as a business & thought partner with senior commercial stakeholders. Think strategically and develop insights plans & forecasts that align with business goals. Utilise strong verbal and written communication skills, demonstrating an ability to influence decision-making. Extensive experience of working alongside joint venture partners, where clear communication, consensus-based decision making & collaborative working styles are key. Clearly articulate the size of opportunities, including identifying meaningful scenarios/decision triggers & how key opportunities or risks contribute. Robustly forecast pre-launch assets across multiple indications & geographies. Generate, validate/ pressure test assumptions using secondary data/ analytics (epidemiology, claims, IQVIA sales, analogues etc) & commission qual & quant market research studies (conjoint demand, segmentation/market map etc). Support both long term portfolio/business development decisions via the 10 year forecast, as well as shorter term budget planning & resource allocation via the 3 year forecast. Own the insights plan & ensure studies are designed & commissioned as required to inform the “where to play” & “how to win” sections of the brand strategy. Select appropriate methodologies to address key business/ commercial questions; seek innovative approaches to MR and vet/ select new agencies accordingly. Key studies commissioned include: HCP Behavioural Segmentation, Positioning, Patient Segmentation/Market Map & Patient Journey.
Led a small team of in-house analysts & contractors. Responsibilities include supporting all forecasting (patient & trend based), analytics/reporting & market research across the portfolio, covering both in-line brands/indications & pipeline assets. Worked in a highly complex TA with multiple tumour types/indications. Portfolio consisted of 1) 2 x solid tumour assets used in both mono & combination therapy across 15+ indications (Melanoma, Renal Cell Carcinoma, Lung/Mesothelioma, Gastric, Bladder, Colorectal, Head & Neck), 2) 5 x haematology assets (Multiple Myeloma, Leukaemia, Myelofibrosis) & 3) 2 x CAR-T assets (Multiple Myeloma & Lymphoma). Partnered with the global forecasting capability team on the design & implementation of a new initiative to move all excel based forecast models into a new, custom built, web-based platform. Business partner with the BUD, Marketing, Sales, Finance, Medical & Market Access to provide insights/ performance reporting through monthly KPI reviews & ad-hoc analysis, to answer key business questions. Provide leadership during, but not limited to: the LT & ST forecasting cycles, budget setting & performance reviews. Act as the ‘voice of the customer’ & initiate primary market research studies & secondary desk research on topics including: Drivers & Barriers, Customer Targeting & Message Testing. Responsible for collating data from multiple sources, analysing & generating insights & ultimately recommendations, frequently based on incomplete information or data with significant limitations.
This role was responsible for setting commercial strategic direction & had P&L accountability for all commercial operations affecting 3k staff & 16k students at a top 10 ranked university. I led a team of 7 direct reports & a diverse department of 180 people.
I led a team of 6 analysts, delivering analytics & insights to a range of functions, including Marketing, Sales, Operations & Supply Chain; with a particular focus on respiratory, diabetes, stroke & oncology therapeutic areas. Led advanced model building & carried out complex quantitative analysis on large IQVIA & other data sets using excel pivot tables & other software. Set sub-national sales targets for both launch & mature brands. Generated strategic 5yr annual forecasts, monthly finance demand forecasts & inputted into S&OP production forecasts. Designed and managed an incentive scheme across multiple sales forces. Set the size/ structure of salesforce territories - considered market potential, customer relationships & customer insights, to segment customers & subsequently generate target lists. I have initiated primary market research studies & conducted secondary desk research to assess specific markets, organisations & brands/ molecules within them. I was responsible for collating data from multiple sources, analysing & generating insights & ultimately recommendations, frequently based on incomplete information or data with significant limitations.
I was responsible for providing commercial input into a broad portfolio of new COPD & asthma compounds (small molecule & biologics) in development & external licensing opportunities. Matrix management of a cross-functional team, including individuals in: medical affairs, pricing/ market access, market research, regulatory, clinical & communications. Other key marketing deliverables included: brand positioning/ role, target customers, source of business, LCM strategy & forecasts (inc scenarios & sensitivities).
Project managed a cross functional global launch, co-ordinating country launch sequencing & functions (sales, marketing, market access, medical affairs, supply chain etc.). Coached less experienced countries & shared best practice from early launch countries. Worked in close partnership with colleagues to co-author detail aids, objection handlers, patient profiling tools & other promotional materials targeted at both prescriber & payer audiences.
Built over 20 forecasting models for both pre-launch & in-market brands across a broad range of therapeutic areas. This included extensive analysis of uncertainty & risk using tools such as tornado charts & sensitivity analysis using techniques such as Monte Carlo simulation & decision trees. I also delivered over 40, face-to-face & remote training workshops to global, regional & country extended brand teams on forecasting best practice & tools.
I managed a team of 6 analysts to support both strategic & tactical implementation of the marketing plan across the entire product portfolio. I was responsible for leading a range of commercial analysis projects while in role including: primary detail equivalent (PDE) tracking for co-promotions, optimal resource allocation & territory design across the multiple internal & contract sales forces, development of the sales force incentive plan & setting of sales targets/ phasing with appropriate stretch. Led 7 salesforce restructures as the UK pharmaceutical industry evolved away from multiple large primary care sales forces all detailing the same products to GPs. The largest of these was carried out in parallel with a project to redesign the commercial model.