Royal Numico NV.€1.8 billion nutraceutical company specialized in Clinical Nutrition and Baby Food.
Global Strategic Marketing Manager, Oncology & Dysphagia Franchise, Amsterdam, NL
·Responsible for oncology & dysphagia franchises of enteral clinical nutrition (ECN) business.Sales revenue 2005 totaling €35million.Growth compared to previous year: 50% in oncology & 29% in dysphagia.
·Developed & championed global strategic marketing plan & sales forecast (2005-2010), for franchises.Worked together with local subsidiaries to incorporate global marketing plans into local marketing plans.Key global activities which impacted sales:
–Brand line extension launches – market research, positioning & claims of products, campaign development, forecasting sales potential, supporting local subsidiaries with roll-out
–Sales effectiveness:targeting high margin channels & co-promotion of products
–Direct to consumer (DTC) marketing strategy & tactics such as Waiting room material, Internet promotion.Highest sales impact in non-reimbursed countries.
–Built relationships with EU Medical & Patient associations to increase impact of education of clinical benefits of nutrition and to get our brands endorsed.
–Developed & executed global/local KOL & MD strategy and tactics (Global advisory board, Speaker bureau, CME accredited programs, International congress symposia & presence) to create global & local band endorsement & to establish brand ambassadors.
–Implemented internal promotion campaign aimed at reinforcing brand messaging; and establishing strong brand ambassadors within the company
–Developed Reimbursement strategy to optimize reimbursement situation & pricing together with Medical & Regulatory. Healtheconomic dossier rolled-out in local markets & Clinical Trials initiated to support product positioning.
·Together with colleagues from global marketing, developed (new) global marketing planning framework & process now used throughout ECN business.
·New Product Development Lead:Cross-functional team of Research & Development, Regulatory, Manufacturing, Logistics, Medical, & Marketing. Key achievement:6 new products developed in 2004 (1X oncology & 5X dysphagia); global launch of products in 2005).
·Marketing Working-Group Lead:Team comprised of marketing, sales & medical reps. from local subsidiaries.Group focus: share best practices among countries; gain competitor insights; fine-tune marketing strategies.As lead, evaluated & approved/declined product launch business cases submitted by local subsidiaries.