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Sales Marketing

Miami Beach, Florida, 33139, United States
August 23, 2018

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CAROLYN A. BERG Miami Beach, FL ***** 786-***-****

Senior Marketing & Sales Executive

Strategic Market Planning / Brand Marketing/ / Profit Optimization /

High-Energy Sales initiatives /Relationship & Partnership Development

Innovative, ambitious business development leader with a 20-year record of achievement in creating, implementing and directing strategic global marketing initiatives in the highly competitive pharmaceutical industry. Intuitive executive with acute business acumen and expertise in channel development and market penetration; excel at aligning core business values and vision to cultivate target audiences, enhance revenue and exceed growth goals. Solid history of success in branded pharmaceutical product marketing, budget administration, acquisition and retention, key account development, performance marketing and brand development. Fluent in English and Spanish, proficient in French and a basic comprehension of Portuguese.

Areas of Expertise:

Strategic Planning & Implementation

Budget Administration & Management

Staff Recruitment, Training & Development

Business Opportunity Lead Generation

Partner & Distributor Relationships

New and In-Line Product Marketing

Cross-Functional Leadership & Motivation

Branded Pharmaceuticals

Marketing & Territory Penetration

Sales Training

Professional Experience

Cipla USA – Miami, Florida

Head, U.S. Commercial and Business Development for Specialty Pharma (2016 - present)

Provide the commercial leadership for business development efforts in the neurology and respiratory fields, cultivating strategic customer relationships to establish a specialty drug division in the U.S.

Key member of core team representing the CEO in establishing business development strategies, identifying and evaluating in-licensing and acquisition opportunities for the US specialty market

Oversee new product development for respiratory and neurology, conducting complete commercial assessment to identify the requirements and needs of the target audience, monitoring research to conceive innovative pharmaceutical medicines through the 505(b)(2) approval route

Cipla USA / Cipla Ltd. – Miami, Florida

Commercial Division Head, Respiratory & Specialty Pharma, Americas (2013 - 2015)

Directed international marketing for North and South America, negotiated and created profitable business partnerships and implemented effective commercial strategies. Oversaw commercial diligence and assessments for the respiratory product line destined for the US and Latin America, supporting the evaluation and identification of new opportunities

Directed a highly productive cross-functional team that exceeded annual sales goals of $160 MM

Utilized enhanced communication and leadership skills to negotiate contracts with key pharmaceutical companies, closing in-licensing and technology transfer deals worth $45 MM

Jeffrey Group – Miami, Florida

Group Healthcare Director (2010 - 2012)

Functioned as the directing leader for setting and executing digital and marketing strategies, building and managing the infrastructure to enable sales growth, and serving as senior management for the sales and account teams

Negotiated profitable partnership with key clients such as United Healthcare, EMD Serono, Pfizer, Bayer, Abbott, Cook Medical add Roche

Introduced initiatives and marketing campaigns that allowed the team to exceed all client revenues and business metrics, training sales and account specialists in techniques to create positive customer experiences that led to a loyal client base

Avansa Consulting, LLC– Miami, Florida

Business and Marketing Consultant (2007 - 2010)

Provided business and marketing services to healthcare, pharmaceutical and medical device clients. Developed a pipeline of opportunities and successful strategies to promote organizational, brand and product awareness on clients’ behalf

Negotiated new business opportunities to assist with penetrating the U.S. market and key Latin markets such as Mexico and Brazil

Championed the launch of multiple new product lines for clients, conducting market analyses and compiled data to create strategies and deliver financial forecasting

Teva Respiratory / Ivax Laboratories – Miami, Florida

Product Director (2004 - 2007)

Developed and executed the company’s commercial strategy for the branded respiratory line, resulting in a highly successful launch and a five-fold increase in sales from $100 to $550 million in a three-year period

Spearheaded the launch of two 2 new high-profile pharmaceutical products, collaborating closely in all strategic matters involving trade, commercial, managed care negotiations, sales training, R&D, clinical and medical and regulatory affairs

Developed and executed creative strategies to create brand awareness and preference for the respiratory product line among target audience

Provided management and guidance to both the marketing and sales teams, developing cross functional collaboration for an effective team

j2 Global Communications (formerly Venali, Inc.) – Miami, Florida

Director / Senior Marketing Manager (2001 - 2003)

Oversaw all aspects of the marketing department, building a new department for a start-up technology company, providing leadership and training to a staff of creative marketing specialists, and ensuring efficient processes to create an effective team dedicated to achieving goals of promoting company vision and products

Designed and guided marketing initiatives that resulted in the company becoming the #3 player in internet communications solutions for mid-sized and enterprise customers within 3 years

Implemented a web-based lead generation program to promote the company without increasing costs

Created the logo, slogan and website for the company to establish a specific brand for the business, monitoring and approving all marketing and sales collateral to enforce standards

Merck & Company, Inc. and Merck, Sharp & Dohme – (1991 - 2001)

Marketing and Sales Director (1998 - 2000) – Santiago, Chile

Planned and implemented innovative sales and marketing campaigns for newly created subsidiary, managing 70 sales and marketing specialists and overseeing the launch of over 10 new products spanning 8 different therapeutic lines

Spearheaded marketing and sales initiatives that resulted in a 150% increase in sales over a 3-year period

Regional Marketing Manager (1995 - 1997) – San Jose, Costa Rica

Supported the sale and branding of company products, introducing incentives, strategies and campaigns to penetrate Latin American markets and reach key stakeholders

Successfully out-paced competing products in 12 Central American and Andean markets through innovative marketing programs

Marketing Associate, Latin America (1993 - 1995) – Whitehouse Station, New Jersey

Developed and managed marketing communications for the region, conducting market research to identify new revenue opportunities, and analyzing behavior to determine physician and patient treatment trends

Collaborated with the Latin American managers, advocating and receiving 40% more in marketing budget, and implementing the first region-wide educational events and healthcare project executions

Professional Sales Representative (1992 - 1993) – Baton Rouge, Louisiana

Implemented successful sales strategies to promote product line in territory, established strong relationships with key stakeholders to increase market share, created and executed a 5-year sales growth plan for the state

Exceeded sales targets by 30% over plan

Assistant Product Manager (1991) – Bueno Aires, Argentina

Supported efforts and initiatives to improve product marketing for cardiovascular product line.

Education and Credentials

Master of Business Administration (IMBA) - Moore School of Business, University of South Carolina

Bachelor of Arts in Journalism/Public Relations and French - University of Texas at Austin

Certificate in E-Commerce - British Columbia Institute of Technology

Certificate in Medical Writing - American Medical Writer’s Association

Professional Associations and Volunteer Work:

Take Stock in Children – Miami Dade County Public Schools, Volunteer Mentor (2017-Current)

Healthcare Businesswomen’s Association, Global Ambassador Committee (2016-Current)

North Shore Home Owner’s Association, Board member (2010-Current)

American Medical Writer’s Association/AMWA Florida, Past Committee Lead

Austin Chamber of Commerce, Past Committee Coordinator and designer of the marketing campaign:

“Austin – An Emerging International City”


“Pharmacopeial Standards for the Subdivision Characteristics of Scored Tablets”, co-author,

DOI: 10.12140/2.1.4057.6807

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