Marketing Sales

WILLIAM SERAD

** ***** **** 856-***-****(H) 856-***-**** (C)

Turnersville, NJ 08012 *******.*****@*******.***

SUMMARY

Senior executive with extensive inter-disciplinary expertise. As a toolmaker and tool-user, a strong developer of

internal staff and supporting capabilities. Builds high level of trust internally and with clients in a collaborative

and consultative fashion, and recognized for innovative approaches to answering difficult problems with

outcomes both actionable and elegant. Possesses outstanding leadership skills with a solid reputation for building

highly effective organizations. Articulate and polished presenter. Relishes a challenge and energized by

adversity.

PROFESSIONAL EXPERIENCE

Kantar Health (formerly The MattsonJack Group), Horsham, PA 2005 - 2013

Pharmaceutical consulting firm

Senior Vice President, Brand and Stakeholder Management, Commercial Development

Head of Brand and Stakeholder Management, covering

o Stakeholder Management – customer satisfaction, corporate reputation, sales force effectiveness,

brand equity and touch-point management and related research and consulting

o Promotional response modeling – estimating return on marketing investments, launch and in-line

resource allocation and forecasting, marketing mix and competitive scenario planning

o Influence mapping – custom physician influence mapping studies, syndicated influence mapping

product in oncology

Leader of initiatives on innovation and Big Data

Consulting in social media marketing, measurement and returns including corporate reputation

Measurement and analysis of customer relationship management systems

Chief Methodologist, Commercial Development

Designed and assisted in implementation of marketing research organizational structure, workflow and hiring

In charge of design and development of qualitative and quantitative research methods and software tools in

support of marketing research, consulting engagements, forecasting, epidemiology and other projects

Develop methods and tools specific to cancer epidemiology in the area of lines of therapy

Participate in effort to develop patient flow offerings through use of systems dynamics methods and software

Manage and hire to produce standardized templates for presentation of research, proposal and methods

components and capabilities, as well as survey instrument batteries

Manage and execute advanced methods in support of consulting engagements

Train all staff in research methods while building MJG capabilities

Develop new business and deepen existing relationships through direct client contact, speaking engagements

and seminars / webinars

Responsible for Promotional Response Modeling Group, market mix modeling and related econometric and

timeseries analysis, forecasting and tool and product development

Formulate staffing and organizational plans to support significant continuing growth

WILLIAM SERAD PAGE 2

2001 – 2005

TVG Market Research and Consulting, Inc., (Division of PDI, Inc.), Fort Washington, PA

Pharmaceutical and Medical Device Marketing Research firm.

Executive Vice President and Chief Methodologist

Head of Quantitative Process Area with a staff devoted to advanced quantitative analysis.

Member of Executive Committee, which managed all general business activities, including M&A.

Responsibility for Quant and overall company sales, revenue and profitability goals.

Led efforts toward new business development and credentialing quantitative research offerings.

Speaker at various industry events, including PMRG Forecasting, IIR, PMSA and PBIRG.

Restructured workflow to optimize profitability through proper in-sourcing and outsourcing balance.

Formed and led Enterprise Forecasting Group for analysis and forecasting products using secondary and

primary data, including staffing for enterprise data warehouse project.

Head of Innovation Initiative; rounded out company quantitative offerings from early-stage development

through post-launch.

Member of TVG Technical Committee.

Developer and faculty for TVG Seminars for clients (Post-launch and Advanced Quantitative Methods).

Chaired TVG University for internal staff training and development.

Led Field Group and Operations Group.

1999 – 2001

Opinion Research International, Princeton, NJ

Vice President and Chief Methodologist

Methodological consultant for all projects requiring advanced research designs, implementation or analytics.

Internal consultant on operational issues and training of research staff.

Directed Sampling Group, designing, acquiring, and processing samples for virtually all research projects.

Developed new sources for sample and testing quality.

Proposed new lines of business.

Member of United States Management Team.

1995 – 1999

TNS Telecomms, (formerly PNR and Associates, Inc.), Jenkintown, PA

Firm specializes in statistical, economic and marketing research in tele communications and energy industries.

Vice President

As 4th member of start-up, guided this company to double sales each year for 4 consecutive years.

Built entire analytical staff capability through hiring and training.

Headed research and the formulation of new techniques in statistical modeling, market segmentation, and

allied software development.

Executed and managed business and residential research in consumption, product concepts, market

segmentation and switching behavior under competition.

Developed software for response modeling, clustering, and survey research.

Developed large-scale panel survey design, syndicated studies, custom research projects, business panel

creation and development.

Oversaw and estimated models and segmentation schemes for direct response use.

WILLIAM SERAD PAGE 3

1992 – 1995

Colonial Penn Life Insurance Company, Philadelphia, PA

Director of Marketing Information / Market Research

Directed all information and research activities for the Marketing Department with full budgetary control.

Performed or directed primary and secondary research, mail and television response models and various

statistical analyses (including forecasting of interest rates, lapsation risk and others).

Oversaw management of DR database of 48 million households.

Developed statistical and database tools to leverage resources to best advantage and achieve economies of

scale.

1988 – 1992

Aurion Corporation, Harleysville, PA

President and Co-Founder

Co-founded software development and consulting firm specializing in market research, modeling and

forecasting systems and services for Fortune 2000 clients.

Primary consulting in automotive, package goods and measurement of quality in human services.

Led all management aspects of small business, as well as software design, implementation, statistical

analysis, modeling, and client and vendor management.

1984 – 1988

Robinson Associates, Inc. Bryn Mawr, PA

Preeminent boutique firm specializing in applications of mathematical psychology techniques and market

modeling; first firm to commercially introduce perceptual and preference mappi ng and hybrid conjoint analysis.

Clients included GM, National Geographic, the Armed Forces of the United States, Polaroid, Sun Oil, and many

others.

1985 – 1988

Vice President

1984 – 1985

Director

1983 – 1984

Independent Consultant Woodbury, NJ

1976 – 1983

Chase Econometrics, Inc. (Division of Chase Manhattan Bank), Bala Cynwyd, PA

Firm provided subscription and custom econometric analysis and forecasting.

1981 – 1983

Associate Economist, Consumer Economics Group

1979 – 1981

Associate Economist, Food and Agriculture Group

1978 – 1979

Research Associate, Food and Agriculture Group

1976 – 1977

Simulation and Modeling Systems Developer

Wharton Econometric Forecasting Associates, Philadelphia, PA

1973 – 1975

Simulation and Modeling Systems Developer

EDUCATION

MA, Comparative Government, University of Pennsylvania, Philadelphia, PA

Dual BA cum laude, Comparative and Developmental Politics and Spanish Literature, University of

Pennsylvania, Philadelphia, PA

BA, Central High School, Philadelphia, PA

WILLIAM SERAD PAGE 4

PUBLICATIONS

Antis, C., William Serad and M. Heiney Assessing Changes in the Residential Telecommunications and Electric

Marketplace: Evaluating Purchases, Electric Power Research Institute CSG, Palo Alto, CA: 1998. TR-112125-

P1-3ES, Volumes 1 to 3

Austin, David and William Serad “How to Identify the Many Attributes of Quality: The QA Project at

Community Foundation for Human Development” R&E: Research and Evaluation in Group Care, Vol. 1, No. 2,

October 1991

Rappoport, P., L. D. Taylor, D. J. Kreidel and William Serad “The Demand for Internet and On -line Access” in

Bohlin, E. and S. L. Levin, eds., Telecommunications Transformation: Technology, Strategy and Policy (Burke,

VA: IOS Press, Inc, 1998), pp. 205-218

Serad, William The Small & Medium Business Market: An Investigation of Attitudes and Loyalty Toward

Electric Providers Electric Power Research Institute, 109***-****-**, October 1997

Serad, William Residential Customers: Perceptions About Utility Providers and Electric Switching Intentions

Electric Power Research Institute, TR-108***-****-**, July 1997

Recent Speaking Engagements

2004 PMRG Forecasting Seminar, “Brand Equity Analysis for Long-term Brand Performance”

2004 IIR Pharmaceutical Conference, Philadelphia, Pennsylvania, “Advisory Panels and Delphi Methods”

2004 PMSA, San Francisco, California, “Augmented Delphi Forecasting Methods for Early-phase Products”

2004 PBIRG, San Diego, California, “International Brand Equity Research for Pharmaceutical Products”

2009 PBIRG Pricing Workshop, New Jersey, “How Much? Advanced Pricing Research Methods”

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