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Business
Strategy
Marketing
and Sales
Business
Development
and
Acquisitions
General
Management
Cross-
Functional
Leadershi...
Cross functional leadership
• Mission/Vision Creation
• Team Building and Collaboration
• Project Management
• Internation...
Business Strategy
• Strategic Planning
• New Product Planning
• Product Development Strategy
• Financial Planning
• Busine...
Marketing and Sales
• Brand Strategy
• Lifecycle Management / Brand protection
• Sales Promotion
• Agency Management
• Mar...
Business Development and
Acquisitions
• “Blue-sky” market projections
• Strategy and Commercial Assessment
• Revenue and E...
General Management
• Matrix Management
• Issue Resolution
• Change management
• Resource Prioritization
• Internal and Ext...
Mission/Vision Creation
• 4 letters – how hard can that be?
• Futurology
• “Turbocharge” T-cell immunosuppression
• 2nd li...
Team Building and Collaboration
• Certican “heavyweight” team
– Collaboration as part of fast development team
• Optimise ...
Project Management
• BIOGEN re-branding
– Complex interaction of regulatory, logistics, IT,
legal, artwork and component p...
International collaboration
• Casodex global team
– Country PM training and briefing
– Organizing Wargames
• Neoral brand ...
New Product Launch
• Marketing lead Simulect and Certican Global
launch teams
• Marketing lead Iressa regional launch
• Ma...
Brand Strategy
• Simulect global launch
• FTY 720 fingolimod in-license
• Xenotransplantation
• Sandoglobulin positioning
...
Lifecycle Management / Brand
protection
• Neoral team member
• Cyclosporin brand protection in emerging
markets
• Casodex ...
Sales Promotion
• Sales representative UK
• Specialist hospital sales UK
• Sales force effectiveness trainer emerging
mark...
Agency Management
• Briefing and managing agencies in:
– UK
– Canada
– Switzerland
– USA
• Agency experience
– Copy direct...
Market analysis
• Iressa global charitable drug access
– Modelled potential impact of program
– Based on GDP and populatio...
Market Research
• Briefing market research projects
– Use and projected use IV immunoglobulin
– Testing target product pro...
Insight and competitive intelligence
research
• CI on the following areas:
– Colorectal cancer
– Prostate cancer
– Breast ...
Product and sales training
• Product training on cancer and immunology
• Commissioned an “immunology lite” book
• Wargames...
PR and Communications
• Communications trained
• Contributor to transplantation magazine
• Project managed the “Prostate L...
KOL development
• Identified KOLs in the UK, Canada and globally
• Created “Immunology club” for UK clinical
immunologists...
Strategic Planning
• Developed strategy for re-launch of
Sandoglobulin
– Improved packaging with giving set
– Focus on qua...
New Product Planning
• Certican “heavyweight” team
– Collaboration as part of fast development team
• Optimise MSDO market...
Product Development Strategy
• Certican “heavyweight” team
– Collaboration as part of fast development team
• Optimise MSD...
Financial Planning
• Certican “heavyweight” team
– Collaboration as part of fast development team
• Optimise MSDO marketin...
Business Modeling
• Driver safety project
– Re-presented as not just a safety issue but a
productivity issue
– Equated poo...
Forecasting and Analytics
• Developed Iressa launch forecasting model
– Allowed use of population numbers to estimate
mark...
“Blue-sky” market projections
• Xenotransplantation
– Created the Xenotransplantation launch and
marketing plan
• FTY 720 ...
Strategy and Commercial Assessment
• Marketing input to licensing teams
• Input at MassConnect mentoring
Revenue and Expense Modeling
• Launch forecasts for:
– Iressa regional
– Simulect and Certican global transplant
– Certica...
Matrix Management
• Certican “heavyweight” team
– Collaboration as part of fast development team
• Biogen re-brand
– Ident...
Issue Resolution
• Swiss Biogen re-brand
– CH had changed name and now faced a potential
unable to supply situation
– Work...
Change management
• Global drive safety program
– Change management program
– Needed to identify and influence all the aff...
Resource Prioritization
• Mentor on “marketing powerhouse” training
scheme
• Trained brand managers on how to prioritize
s...
Internal and External Influence
• Introduction of CD3 immunotoxin to Sandoz
– Created opportunity for 3 way conversation
b...
Cross-Functional Communication
• Wide experience in the industry means I have
a high level of understanding of other
depar...
Marketing and sales excellence
training & Coaching
• Coach / mentor on marketing excellence and
sales force effectiveness ...
Medical writing
• Wrote draft of Simulect pivotal paper
– First fast track paper in “The Lancet”
• Editor for pre-submissi...
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  1. 1. Business Strategy Marketing and Sales Business Development and Acquisitions General Management Cross- Functional Leadership Richard Howell “Blue-sky” market projections Strategy and Commercial Assessment Revenue and Expense Modeling Strategic Planning New Product Planning Product Development Strategy Financial Planning Business Modeling Forecasting and Analytics Strategic | Results-Oriented | Cross-Functional Leader Brand Strategy Lifecycle Management / Brand protection Sales Promotion Agency Management Market analysis Market Research Insight and competitive intelligence research Product and sales training PR and Communications KOL development Mission/Vision Creation Team Building and Collaboration Project Management Team Leadership: International collaboration New Product Launch Matrix Management Issue Resolution Change management Resource Prioritization Internal and External Influence Cross-Functional Communication Marketing and sales excellence training Coaching Medical writing
  2. 2. Cross functional leadership • Mission/Vision Creation • Team Building and Collaboration • Project Management • International collaboration • New Product Launch
  3. 3. Business Strategy • Strategic Planning • New Product Planning • Product Development Strategy • Financial Planning • Business Modeling • Forecasting and Analytics
  4. 4. Marketing and Sales • Brand Strategy • Lifecycle Management / Brand protection • Sales Promotion • Agency Management • Market analysis • Market Research • Insight and competitive intelligence research • Product and sales training • PR and Communications • KOL development
  5. 5. Business Development and Acquisitions • “Blue-sky” market projections • Strategy and Commercial Assessment • Revenue and Expense Modeling
  6. 6. General Management • Matrix Management • Issue Resolution • Change management • Resource Prioritization • Internal and External Influence • Cross-Functional Communication • Marketing and sales excellence training • Coaching • Medical writing
  7. 7. Mission/Vision Creation • 4 letters – how hard can that be? • Futurology • “Turbocharge” T-cell immunosuppression • 2nd line Iressa vs docetaxel
  8. 8. Team Building and Collaboration • Certican “heavyweight” team – Collaboration as part of fast development team • Optimise MSDO marketing team – Team prioritization of product mix & support – Agreed fairness of workload / interest
  9. 9. Project Management • BIOGEN re-branding – Complex interaction of regulatory, logistics, IT, legal, artwork and component production – Global reach – Identified critical areas and those with accountability – Deliver first product Oct. 2015
  10. 10. International collaboration • Casodex global team – Country PM training and briefing – Organizing Wargames • Neoral brand protection team – Lectures on pharmacokinetics and generic product contamination in Iran and Taiwan
  11. 11. New Product Launch • Marketing lead Simulect and Certican Global launch teams • Marketing lead Iressa regional launch • Marketing lead global new product development – Xenotransplantation – Oncology (regional)
  12. 12. Brand Strategy • Simulect global launch • FTY 720 fingolimod in-license • Xenotransplantation • Sandoglobulin positioning • Opiate-receptor blockade • Certican global launch • Elidel psoriasis pre-launch • Casodex re-positioning
  13. 13. Lifecycle Management / Brand protection • Neoral team member • Cyclosporin brand protection in emerging markets • Casodex life cycle management plan
  14. 14. Sales Promotion • Sales representative UK • Specialist hospital sales UK • Sales force effectiveness trainer emerging markets • Extensive review of US promotional materials for compliance to FDA regulations (DMAC)
  15. 15. Agency Management • Briefing and managing agencies in: – UK – Canada – Switzerland – USA • Agency experience – Copy director “The Creative Edge” – Director Aerian Pharma Consulting LLC
  16. 16. Market analysis • Iressa global charitable drug access – Modelled potential impact of program – Based on GDP and population – Probability of patient access on corruption index • IMS medical indices “skunkworks” – Used relational data to identify market trends
  17. 17. Market Research • Briefing market research projects – Use and projected use IV immunoglobulin – Testing target product profiles • Insight research on: – ADHD – Osteoporosis
  18. 18. Insight and competitive intelligence research • CI on the following areas: – Colorectal cancer – Prostate cancer – Breast cancer – NSC lung cancer – NASH – MS – Glioblastoma – Osteoporosis – Neuro-psychopharmacy – Thrombosis
  19. 19. Product and sales training • Product training on cancer and immunology • Commissioned an “immunology lite” book • Wargames and positioning workshops
  20. 20. PR and Communications • Communications trained • Contributor to transplantation magazine • Project managed the “Prostate Line” website portal creation; from briefing to contents to selecting and managing vendors
  21. 21. KOL development • Identified KOLs in the UK, Canada and globally • Created “Immunology club” for UK clinical immunologists • Worked closely with KOLs to fine-tune their presentations • Interviewed KOLs for insight research
  22. 22. Strategic Planning • Developed strategy for re-launch of Sandoglobulin – Improved packaging with giving set – Focus on quality – Expand into off-label neutropaenias • Casodex – Unclear positioning – Developed clearer position and language
  23. 23. New Product Planning • Certican “heavyweight” team – Collaboration as part of fast development team • Optimise MSDO marketing team – Team prioritization of product mix & support – Agreed fairness of workload / interest
  24. 24. Product Development Strategy • Certican “heavyweight” team – Collaboration as part of fast development team • Optimise MSDO marketing team – Team prioritization of product mix & support – Agreed fairness of workload / interest
  25. 25. Financial Planning • Certican “heavyweight” team – Collaboration as part of fast development team • Optimise MSDO marketing team – Team prioritization of product mix & support – Agreed fairness of workload / interest
  26. 26. Business Modeling • Driver safety project – Re-presented as not just a safety issue but a productivity issue – Equated poor driving with increased costs and sales down-time – Poor driving correlation with poor sale performance – Modelled insurance data to show cost reduction from improving performance
  27. 27. Forecasting and Analytics • Developed Iressa launch forecasting model – Allowed use of population numbers to estimate market penetration – Valuable in countries with no aor suspect market research data • IMS medical indices – Used relational data to identify interesting correlations – Used these to drive hypotheses for primary research
  28. 28. “Blue-sky” market projections • Xenotransplantation – Created the Xenotransplantation launch and marketing plan • FTY 720 fingolomod – Marketing plans for transplantation and RA • CD3-immunotoxin – Marketing forecast and plans for tolerance induction
  29. 29. Strategy and Commercial Assessment • Marketing input to licensing teams • Input at MassConnect mentoring
  30. 30. Revenue and Expense Modeling • Launch forecasts for: – Iressa regional – Simulect and Certican global transplant – Certican RA – Matritech prostate cancer diagnostic – Veterinary use of novel compounds
  31. 31. Matrix Management • Certican “heavyweight” team – Collaboration as part of fast development team • Biogen re-brand – Identification of accountable and responsible parties – Agreement on deliverable and timelines
  32. 32. Issue Resolution • Swiss Biogen re-brand – CH had changed name and now faced a potential unable to supply situation – Worked with all parties to look for opportunities to streamline process – Obtained exceptions to operate outside of SOP • Calf serum potential contamination – Had to re-prioritize the global roll out of Simulect – Staggered launches and challenged country forecasts
  33. 33. Change management • Global drive safety program – Change management program – Needed to identify and influence all the affected parties • MSDO re-organization – Supported team members to help them find new jobs – Ensured all CVs up to date and offered practice interviews
  34. 34. Resource Prioritization • Mentor on “marketing powerhouse” training scheme • Trained brand managers on how to prioritize spend and time based on analysis of feasibility, speed, value and cost • Simplified the process for small markets
  35. 35. Internal and External Influence • Introduction of CD3 immunotoxin to Sandoz – Created opportunity for 3 way conversation between Sandoz, the NIH and Sir Roy Calne • Brand champion – Memorable and motivating presentations to sales forces and brand managers
  36. 36. Cross-Functional Communication • Wide experience in the industry means I have a high level of understanding of other departments’ rôles Marketing, clinical development, health and safety, packaging, logistics, regulatory etc.
  37. 37. Marketing and sales excellence training & Coaching • Coach / mentor on marketing excellence and sales force effectiveness programs at Novartis • Mentor at MassConnect
  38. 38. Medical writing • Wrote draft of Simulect pivotal paper – First fast track paper in “The Lancet” • Editor for pre-submission to oncology journals – Lancet Oncology – Anti-Cancer drugs – Journal of Clinical Oncology

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