Sales Marketing

Deb Armstrong

**** ****** *** ? Edina, MN ***** ? h: 952-***-**** ? c: 973-***-****

. Experienced marketing professional with demonstrated success in leading

pre-launch and launch of pharmaceutical products, managing development of

strategic and tactical plans for marketing initiatives, designing

integrated marketing plans, and contributing to global brand positioning

. Solid leadership skills, public relations experience, innovative

partnership experience, and excellent communication and finance skills

with P&L management

. Results-oriented leader with a record of developing and executing

aggressive marketing strategies that resulted in significant ROI

Experience

INDEPENDENT CONSULTANT (June 2008-December 2009) Edina, MN

. Participated in writing business plan and identification of potential

funding sources for genetic testing and diagnostic start-up

. Conducted in-depth market and buying process analysis for Phase II/III

oncology products resulting in strategic guidance for Clinical

Development Plan

Schering Plough Corp. Kenilworth, NJ

Senior Director (2006-2008)

. Led NASONEX cross-functional team (Marketing, Consumer, PR, Medical,

Sales, Managed Care, Legal, Regulatory, Manufacturing, Finance) and

directly supervised 4-member Marketing Team

. Developed global strategic plan, product positioning, and advertising

. Actively participate in development and implementation of Life-Cycle

Management plan in support of the brand

. Led commercial strategy to gain new indications and claims utilizing by

initiating studies with R&D, health economics, and consumers

. Blunted three competitive entrants to market (Rx and OTC)

. Responsible for $150+ million promotion budget

. Attained global blockbuster status and increased U.S. net sales 52%

(2008 vs. 2005)

Director (2005)

. Repositioned LEVITRA's product positioning

. Managed two product label changes with FDA and internal customers

. Drove collaborative relationship with new co-promote partner

Watson Pharma, Inc. Morristown, NJ

Director (2004)

. Led cross-functional team in developing and executing marketing

strategies for OXYTROL and ANDRODERM

. Responsible for $32 Million budget

. Managed team of three

Associate Director (2003-2004)

. Refocused strategy and positioning for ANDRODERM resulting in improved

field force effectiveness and 1.5% TRx share increase

. Negotiated business opportunities with co-promote partners

. Analyzed global contract opportunities

Pharmacia Corporation Bridgewater, NJ

Sr. Product Manager, AROMASIN (2002-2003)

. Developed brand strategic and tactical plans for developing

. Responsible for overall brand management including sales force support,

key opinion leader development, medical education, managed care,

clinical trial support, public relations, congresses, publications,

forecasting, life cycle planning

. Global responsibilities included supporting launch in Japan and global

branding initiative

Product Manager, CELEBREX (1999-2002) Peapack, NJ

. Created marketing materials (product information, promotional items,

journal advertising, training materials, etc.) deepening product

awareness and increasing market penetration

- Supported 2,300 member sales force

- Implemented process to improve POA tactical execution

- Worked closely with co-promote partner, Pfizer

- Managed $25 million promotion budget

. Responsible for sales force communication

- Presented at national and regional sales meetings, up to 2,000

attendees

- Planned POA meetings

- Brand point person for regional marketers

- Maintained contact with field force, average one day per month in

the field

. Brand liaison with Public Affairs, Clinical Science Managers, Clinical

Education Managers

. Coordinated launch of a new cancer indication for CELEBREX (Familial

Adenomatous Polyposis) including regulatory issues, market research,

budget, sales training, sales force intro, slide kit

. Responsible for physician marketing and medical communications

strategies using symposia, CME programs, medical education, speaker

training

- Held 25 symposia in 1 years, reaching over 6,000 physicians

- Managed audioconference series reaching over 20,000 physicians

- Developed CME dinner meeting program with 500 meetings

. Supported marketing plan, including strategy, tactics and budget

. Supervised two Associate Product Managers

Consumer Marketing, CELEBREX (Searle) (1998-1999) Skokie, IL

. Launched consumer program including television, print, direct mail,

website, telemarketing, database, and fulfillment

. CELEBREX was the most successful launch in history, reaching $1.3

billion sales in first year

. Developed consumer reporting, including response and database tracking,

and analysis of consumer profiles and segments

. Developed patient education materials for Arthritis Leadership programs

Summer Intern (Searle) (1997) 1997

. Developed strategic options and supporting framework to manage the

arthritis product portfolio and position Searle as a leader in

arthritis

. Performed gap analysis identifying the capabilities required to

leverage the consumer database to support existing and new product

launches

. Researched compliance alternatives utilizing patient segmentation

Quill Corp Lincolnshire, IL

Customer Development (1995-1996)

. Developed and executed highly successful customer retention and

reacquisition programs

. Utilized scoring models to segment customers and predict response and

profitability for marketing programs

. Identified specific opportunities for new marketing programs and

managed customer and creative strategy for $200 million computer

product line

Quality Marketing Inc. Baltimore, MD

Marketing Coordinator (1994-1995)

. Coordinated writing and creative design for membership clubs, mailing

60 million pieces that generated over $80 million in company revenues

. Managed customer service and telemarketing staff for membership clubs

Devine Sommer Glenn Advertising Agency Dallas, TX

Account Manager (1991-1994)

. Managed design, production and distribution of direct mail programs

. Coordinated creative, printing, list processing, and fulfillment

services

Education

MS, Medill School of Journalism, Northwestern University Evanston, IL

. Emphasis in Marketing Communications

BS, Illinois Wesleyan University Bloomington, IL

. Liberal Arts degree with focus in Business Administration

Awards

2007 Tribute to Women in Industry Award (TWIN)

. This award, sponsored by the YWCA, recognizes leadership, exceptional

talent and significant level of achievement of high-achieving women

across industries, including outstanding professional contributions at

Schering Plough

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