Sales Manager
Resume:
LUIS ANTONIO RAMIREZ
Glenview, IL 60026
***************@*********.***
SUMMARY
Action-oriented marketing executive with extensive experience in business strategy
development and creation of complex global marketing tools that give insight into
market dynamics. A proven leader in new product launches and crafting and
negotiating B2B agreements for pharmaceuticals and medical devices. Demonstrated
expertise in designing creative solutions and integrated approaches that drive
growth and solve complex business issues to achieve broad and long-range goals.
Recognized for effective management of cross-functional and multi-regional/cultural
teams. Highly results-driven with a passion for creating strong teams leveraging
skill sets and strengths of its members to meet individual and corporate goals.
PROFESSIONAL EXPERIENCE
BAXTER HEALTHCARE CORPORATION, McGaw Park, IL
1996 to 2010
Global leader and expert in the development and manufacturing of medical devices,
pharmaceuticals and biotechnology to create products for the advancement of patient
care worldwide, with revenue of $13 billion.
Group Marketing Manager, Global Hemodialysis (HD), Renal Division (2007 to 2010)
Managed and developed regional strategic direction and business support for the
Renal division's $2.3 billion business across the HD product lines for the Americas
region including US, Canada and Latin America. Specialized in the development,
support and growth of the HD business in Latin America.
Successfully launched a record breaking 8 new products that generated $36 million
HD Latin America sales, and developed a roadmap for new products pipeline for the
next 5 years in the region, by:
Building bridges and fostering alignment across Global-Regional-Country teams.
Leading development of market analysis to ensure customer insights drove new
launches.
Created clear competitive differentiation in the global market place by leading the
development and launch of 2 value-added tools and services for key customers, Renal
Info Pro and the Dialyzer Science Challenge 2010.
Significantly improved the identification of key customer requirements and market
dynamics for the new product development process and strategic partnership
negotiations by promoting a highly efficient work flow across all global/regional
stakeholders.
Strengthened global strategic partnerships by improving cross-corporate
communication and functioned as a key liaison across work groups resulting in 15%
improvement in time to market for new launches.
Lead the lifecycle management of the HD instrumentation technologies and software
applications.
Senior Marketing Manager, Global BioPharma Solutions (BPS), Medication Delivery
Division (2000 to 2006)
Developed and implemented the regional strategic direction and market positioning
for BioPharma Solutions for Canada, Latin America, Turkey, Asia, Japan,
Australia-New Zealand, as well as key European countries of the $850 million BPS
business unit, with focus in key strategic therapeutic areas such as:
Cardiovascular, Anti-infectives, Oncology, Anti-fungals, and other commonly used
molecules in a critical care setting.
Responsible for the lifecycle management and growth of Enhanced Packaging Systems
regional sales through pharmaceutical company partnerships (B2B) and development of
Baxter owned premixed pharmaceutical molecules (B2C) and advance IV drug delivery
devices.
Achieved significant growth in new business commitments and developed strong
molecule pipeline through market research, customer segmentation and targeting,
customer needs assessment, KOL advocacy development, market strategy and planning,
clinical and pharmacoeconomic evidence programs, and developing new promotional
materials and sales tools, working closely with sales team on strategy & tactics.
Achieved incremental sales in excess of $12 million by forging and deepening global
alliances with key pharma customers through the relentless focus on win-win
partnerships across Latin America.
Led Regional/Local Marketing teams to develop a strong value proposition, identify
key strategic customers and local/regional B2B opportunities to further expand
market penetration resulting in 15 new launches across 8 countries generating a
leads pipeline for an additional $4 million in sales.
LUIS ANTONIO RAMIREZ, Page 2
Established and launched a series of "game-changing" pharmacoeconomic studies
(Pilot Centers) in Argentina, Brazil, Mexico, and Italy, aimed at promoting the
significant improvement of the IV therapy worldwide, particularly in developing
countries by:
Directing and managing a series of lecture programs across 14 countries, and the
Global expansion of this study protocol. This initiative received the Blue Ribbon
Award at the 2005 APIC for Best International Research.
Generating incremental sales over $13 million through the development of several
evidence-based marketing tools such as: Infection Control Roadshows, Cost-Impact
Model and Closed System Global communication.
Leveraged relationships with key opinion leaders to grow market penetration of
enhanced IV delivery systems, premixed drugs, IV solutions and devices. This
strategy was adopted in Brazil as a new national standard requiring the
implementation of these technologies (closed system) for all of their IV solutions.
Managed negotiations with Ministries of Health throughout the Latin America region
including Mexico, Brazil, Colombia and Argentina, aimed at improving IV therapy and
clinical practices, while positioning Baxter as best partner, based on the Pilot
Center initiatives and BPS global strategy.
Senior Business Development and Planning Manager, Global BPS, Medication Delivery
(1999 to 2000)
Developed business cases for new opportunities within the Global BioPharma
Solutions business unit.
Evaluated new platform and business proposals by developing marketing intelligence,
analysis, modeling, and recommendations for new agreement structure and negotiation
approaches, resulting in the global launch of a new prefilled syringe technology
and product line.
Achieved Global/Regional strategic and business alignment by conducting sales
meetings and developing regional sales growth proposals for: US/Canada, Latin
America, Europe, Asia, Australia-New Zealand.
Senior Project Manager, LatinAmerica, Baxter S.A. de C.V. (1997 to 1999)
Developed and managed the marketing and competitive strategy for the hemodialysis
market in Mexico, overseeing special projects for the PD and Fenwal business units,
and new business development for the Pharmacy business unit.
Achieved 100% market share for 2 consecutive years by leading the implementation of
a new business model (Home-Delivery) and new PD product launch (Twin-Bag),
capturing with these initiatives more than 14,000 PD patients in less than a year,
which represented 70% of Mexico's total sales, and requiring extensive
cross-functional leadership to align personnel and resources.
Improved market positioning by successfully implementing Centers of Excellence in
Dialysis and Blood Banks within the Mexican Social Security Services.
Senior Product Manager (1996 to 1997)
EDUCATION
Masters of International Business Studies, USC, Columbia, South Carolina 1995
Bachelor of Industrial and Systems Engineering, ITESM, Mexico City, Mexico 1992
HONORS
Charles W. Coker Memorial Fellowship from USC 1993-1994
ITESM Scholarship, School of Engineering 1991-1992
LANGUAGES
Fluent: English and Spanish
Proficient: Portuguese
Comprehension: Italian and French
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