Sales Representative

ELENA FRIGERIO BSc., MBA

Home: 647-***-**** Cell: 647-***-**** email: acepan@r.postjobfree.com

Profile

Bilingual proficient Professional

A Pharmaceutical Professional with proven success in assessing market environment and commercial

feasibility for New Product launches and for Branded Products. Developed Brand Plans and created

Marketing Material for Product Launch.

Evaluated and assessed critical success factors for branded products by conducting market research and

market analysis.

Worked in a cross-functional team environment leading and managing revenue forecasting process.

Collaborated and developed business relationships across various departments such as Marketing,

Sales, Medical Affairs, Regulatory and Access.

I have gained experience in various therapeutic areas including urology (OAB and BPH), oncology

(prostate cancer) and immunology (transplant).

Therapeutic areas experience include:

Urology CNS Transplant Dermatology Infectious Diseases Depression

Oncology (prostate cancer)

Professional Experience

EMFO Consulting 2013-Current

Consultant

Consulting services in Business Development and Project Management including:

• Business development and market research in Electronic Medical Records (EMR)

related projects (b2b development with EMR vendors, Physicians’ offices and

Pharmaceutical Companies).

• Development of a business support system and business planning for start-up Biotech

Companies aimed at realizing successful investment and financial support for their

enterprises.

UCB Pharma Canada 2012-2013

Product Manager Consultant (Contract)

Evaluation of commercial feasibility for a CNS Product: it led to the decision of launching the Product

in the Parkinson’s and RLS markets.

• Evaluated the marketing, regulatory, medical and competitive environments by

conducting market research, market analysis, in-depth review of medical papers while

engaging with cross-functional team members (at the Canadian and Global levels).

• Attended of Canadian Movement Disorder conferences seizing the opportunity to

interact

with KOLs and Specialists in the field.

Development of Brand Plans. The Plans set the pace for a successful Product launch once NOC

approval would be obtained.

• Developed strategic and tactical plans resulting in rational product messaging and

positioning framework.

• Evaluated production, packaging, distribution channels to implement successful

product distribution logistics at time of launch.

• Development of a forecast model to calculate correct launch production level.

• Leading a Brand Planning Meeting with all members of the cross-functional team

resulting in successful alignment of all functional areas brand plans.

• Created and developed marketing launch promotional material fulfilling marketing

launch tactical and strategic plans; managed to stay on budget. Worked closely with

various Agencies.

Astellas Pharma Canada 2006-2012

Market Research Manager (Sales and Marketing Operations) 2011 – 2012

Market Research Analyst (Sales and Marketing Operations) 2006 - 2011

Provided actionable recommendations and insights for evaluation of market competitive environment,

product launch decisions, creation of marketing brand plans, and assessment of business development

strategies.

• Management of Market Research and Market Analysis projects to identify critical

success factors for branded, New Products and Business Development deals.

• Prepared and presented market research reports to the Sales and Marketing team and

the Senior Management team.

• Assessment of New Products, particularly in urology (overactive bladder and BPH) and

oncology (prostate cancer) for commercial viability. The results impacted launch

decisions for various products in their respective markets.

• Conducted marketing projects in for the urology franchise:

- Developed Customers’ profiling charts for the urology sales team optimizing the territory

targeting and detailing process.

-Developed promotional material for e-detailing project to target customers in a sales territory

with no sales representative.

• As a member of the Business Development team, provided actionable

recommendations for New Products commercialization purposes.

-Involved in researching and evaluating Companies and their products for potential

collaborative projects; received positive feedback for providing useful insights

in determining the commercial potential of several products.

• Managed expense budgets for market research projects.

• Led and facilitated the forecasting process cross-functionally for all therapeutic areas;

received positive feedback on managing the process well and on meeting deadlines.

• Interacted with the Market Research team in APUS (Astellas US) gaining and providing

insight into New Products market research and forecasts to support strategic and

tactical plans.

Biogen Idec Canada 2005-2006

Senior Business Analyst

• Tracked, reported and analyzed marketing and sales performance reports

(Ex-Factory and Wholesalers, Brogan PPD, IMS TSA and Xponent, Calea.

• Managed and Implemented Primary Market Research projects for the Dermatology

Team

(KOL Physician Research, Product Positioning, Usage and Attitude Studies).

Maritz Canada 2004-2005

Freelance Market Research Consultant

(Worked on projects for Bayer and Novopharm)

Pfizer Canada 1998-2003

Market Research Manager (Pfizer Canada 2000-2003)

Market Research Analyst (Parke-Davis Canada, 2000)

Market Research Associate (Wyeth-Ayerst Canada, 1998-2000)

Market Research Associate (Pharmacia & Upjohn Canada, 1997-1998)

• Supported the New Products Development team in its task of meeting strategic and

operating plan objectives by designing and implementing market research plans.

• Initiated, managed and implemented primary market research for pipeline products.

In particular, managed the OAB market research that led to the publication

’Prevalence of overactive bladder and incontinence in Canada’. 2004. Corcos J. et al.; Can J.

Urol. At the time, it was the only study with relevant Canadian prevalence data and it has been

used widely for forecasting and patient segmentation purposes.

Ontario Cancer Institute, Toronto, Canada 1990-1995

Research Associate

• Designed and carried out experiments to discover TAT protein mutants in the HIV virus

in collaboration with scientists. A paper with the results of the project was published

with my name as a co-author: ”Siderovsky et al., 1992. Nucleic Acid Research

20:5,371”.

Educational/Professional Development

• Digital Marketing course with Canadian Marketing Association

2013

• BioLes courses at Bio Conferences in Boston and Chicago

2012, 2013

• IMBA, International Master of Business Administration

1995-1997

Schulich School of Business, Toronto

Focus in Marketing, French language stream.

• Bachelor Of Science (Molecular Biology), York University, Toronto

1982-1987

• Graduate courses attendance (while working in a lab) in Molecular Biology,

University

of Waterloo.

Language and Computer skills:

Fluent in French and Italian. Proficient in Microsoft Word, Excel, Powerpoint, Access.

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