Sales & Marketing BU Manager

GABRIEL FERNANDO GOICOECHEA ROMERO

Mexico Home Address:

Calle 2 N. 8 Col. Acacias

Phone number: 525*-********

Mobile number: +521**-********

********@*****.***.**

Age: 42 years old.

Languages Spanish, English, Portuguese.

http://mx.linkedin.com/pub/fernando-goicoechea/14/259/593

CAREER OBJECTIVE: By creating new cross-functional teams maximize profits for the industry based on finding new marketing and sales initiatives that can bring access to more patients but always respecting the local and external regulations.

EXPERIENCE:

Genzyme México

Business Unit Director

Thrombosis & Arthritis

Recently, the company Genzyme has been acquired by Sanofi Group, and my new roll as leader of Thrombo & Arthritis is to surpass the sales of 70 MM € in 2011 by facing lost of patents in two main product Clexane & Plavix and motivate the new structure of 100 Reps, 7 Product Managers, 1 National Sales Manager, and 10 District Managers after a downsizing of August.

In this short period, we have aligned the marketing strategy in order to accelerate the introduction of new Genzyme products in ISSSTE and IMSS, and reduce the impact of generic entry for Clexane & Plavix, our expectative is that we can keep the same margin contribution in 2012.

Sep 08 to Dec 11 Genzyme México

Business Unit Director

Bio-surgery & Oncology

Over this period I have turned around the situation with Synvisc a medical device for treatment for knee osteoarthritis that had been lost more than 30% of market share. We identified the right approach for this market we increased to 60% the market share according to IMS in only three months.

We have changed the business model from Novartis from 36 to only 11 sales reps. Recently we got national basic formulary and we are increasing the profits over this last quarters with a continuous growth of 76% vs previous year. We launch Synvisc ONE in Q2 with less that 20k and now this product is taking fast the private market. Our Portfolio is including other products in the area like Seprafilm for avoiding adhesion in pelvic surgeons that we will launch in Q4 2011 with a projected sales of 2MM USD, MACI (Autologous Condrocytes transplant) is still a challenge however we have identified the kols and once we receive regulatory approval in 2011 we can start importing implants from Boston.

Since June 2010 I am responsible for GTO (Genzyme Transplant and Oncology) in which I have recovered the operating profit to 70% and establish an end user demand model for the following products (Fludara for NHL, Mabcampath for CLL, Clolar for ALL and Mozobil in MM ), the first objective is turn around the actual situation reducing distributors & hospitals inventories for that reason we created a new deployment based of Hematology segmentation in order to have a better frequency with this target and by using Biox & GTO structure we have reached a good promotional effort that is being effective for Synvisc, Mabcampath and Beneflur with the benefit of reducing expenses in T&E, and HC.

Mozobil & Clolar are still niche products and we are using another model with a MSL and full-dedicated marketing people. The outcomes are not impressed at this moment, however we are reverting the trend from Q2-Q3.

P&L, LRP, Forecast, ROI, margin contribution targets as well as personal development plans for my team are part of my job description.

March 07 to Sep 08 Genzyme Corporation

Associate Transplant Director

LatAm Region

My activities were oriented to develop new strategies for recovering our margin contribution of Thymoglobulin our major product that was commercialized with different pricing and business models across the region. In conjunction with senior management I created an operational plan in order to review how we will introduce the franchise with new pricing system and a very different distribution model.

In the meantime we prepared the flawless launch for Mozobil and Celsior products that could increase our contribution by double.

My latest duties were focusing on leveraging pricing, align global strategy and deliver a new commercial platform that can provide a better financial outcome.

July 02 to Nov 06 Novartis Pharmaceutical Corporation

Sao Paulo, Brazil/New Jersey (Expat program)

Associate Brand Director LatAM

Glivec/Exjade

The main responsibility was to align and implement the corporative marketing strategies and adapt it for Latin America, the report was direct to the regional/Global Headquarters based in New Jersey. This position had to establish communication between Spanish, Portuguese and English tongue people like product managers, key opinion leaders and key decision makers.

In order to establish this relationship, I have developed the following skills. - Knowledge of all Latin America countries procedures for reimbursement and inclusion of pharmaceuticals products in national formularies like Mexico, Brazil, Argentina, Colombia, Venezuela, etc.

Another responsibility is to coordinate with all countries strategic planning supported by market analysis and sales forecast.

I have to assure also that the product positioning and branding is fully aligned with the Global and local guidelines, another priority is marketing mix implementation based on corporate policies that some of them are fully aligned with the USA laws.

One key area is to fill five years forecast sales models based on epidemiology data about rare diseases that in some cases there are not existing data available for that reason is necessary to have local insight based on market experience,

Management result is part of my responsibility and it is discussed in a monthly basis in order to avoid any deviation from the original plan.

The products have been growing in a monthly basis of two digits across the region.

In the other hand the impact in patients have been superior to the expected, because now a days about 1000 patients are being treated by our products in the region.

Novartis Farmaceútica, S.A. de C.V., Mexico City

Line Manager

Haematology & Endocrinology

Oncology B.U.

In this position, my responsibility was to manage with the Oncology team (Medical Marketing, training and Field Force) different strategies and actions like D.T.C. campaigns that allow us to achieve our sales goals without neglecting the management result of core products like Glivec® in Hematology and Oncology Market.

During that time, I worked closely with local Onco/Hematology associations and NGO like Amanc-Solo por ayudar that offered a good combination between society and industry in order to improve the quality of life of Mexican patients with leukemia and Cancer.

In my first years in this Company, I was responsible for Sandostatin® LAR® and Navoban® in Endocrinology & Oncology Markets.

During this period, we developed a campaign for acromegaly patients in order to help them to understand the risk of not being treated on time; the overall outcome was that at least the 50% of total patients are now receiving assistance.

At that moment, that I left Mexico, Glivec was performing 67% over P.Y., and Sandostatin LAR in 03 was performing 350% over P.Y.

August 99 to July 02 Aventis Pharma S.A. de C.V., Mexico City

Product Manager

Oncology B.U.

Main Responsibility was to develop a new concept in prostate cancer treatment with Anandron® and Suprefact Depot® for hormone treatment as MAB (Maximum Antiandrogen Blockade) and pre-marketing activities for Taxotere® in Hormone-Refractory Prostate Cancer with Urologists and Oncologists.

We developed a video program for patients in order to facilitate the screening program in Mexico.

The Sales in this period increased in 128% between 2000 and 2001 for Anandron® and Suprefact® Depot in the internal data report.

November 92 to August 99 GlaxoWellcome Mexico, City

Hospital Medical Salesperson.

Critical and Management Care

Trade Hospital Unit

Main responsibility was design trade agreement in order to increase sales in private hospitals and management of bids in public sector, additionally promotion of Oncology and HIV products like Zofran®, AZT® and 3TC®.

During this time another specialties were calling like infectology, anesthesiology and critical care.

I used to work in High-level Hospitals like 20 de Noviembre Hospital, INP Hospital, Medica Sur Oncology Center, López Mateos Hospital, INNSZ Hospital and INCAN Hospital all of them are the main target in Oncology Business.

Promotion of new products for different specialties like dermatology, Internal Medicine, Neumology, Neurology and Cardiology. In that moment, the priority was Imitrex® (Sumatriptan) an antimigraine product.

Searching potential of new areas where the company did not cover and assisted in the promotion of basic products like Zantac®, Ceporex®, Ventolin®.

During this period, basic courses of GW Company and business administration were approved.

EDUCATION

1997-2001 TEC-Monterrey/Phoenix University Mexico City/Arizona

Master in Business Administration

1987-1991 La Salle University Mexico City

Pharmaceutical Chemist Bachelor Degree

Professional license. 2553402

Achieved studies in subjects like Pharmaceutical business administration and pharmacology

COURSES

2004 TEC.-Monterrey Mexico City

Marketing & Commercialization Program

2002 UVM University Mexico City

Basic Course of Business Administration

2003- 2004 Pharma Administration Oncology Program

Novartis Oncology Headquarters

New Jersey (PAM Onco I, II)

February 03 Principles of Product Magement

Novartis Oncology Headquarters

Basel, Switzerland.

From December 92 to day

• Business Comunication program, Universidad Anáhuac-Novartis

• Mini MBA, Universidad Anáhuac-Novartis

• Training program Core Products Aventis Pharma

• Latin American leadership Program, Aventis Pharma

• WOBC(World Oncology Business Conference), Aventis Pharma

• Training program GlaxoWellcome Company

• Pharmacology and Marketing courses on GW products

• Management ability program (MAP)

• Hospital trade Administration

• Anglo Americano Business Course

• English Course in Harmon Hall Institute

• Computer knowledge in Microsoft system, SAP, Siebel, etc.

REFERENCES: References and portfolio are available upon request.

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