Senior Marketing Director for pharmaceutcials

Lawrence R. Bressler

*** ***** **** *************, ** 19473 ********.********@******.****.*** Cell: 773-***-****

PROFESSIONAL PROFILE

Articulate executive leader with the presence and credibility to shape business strategies, communicate

across multiple organizational disciplines and gain alignment

Accomplished strategic thinker with a recognized ability to rapidly analyze global and local market

dynamics, identify key issues, establish long-term vision and create and execute business plans to

support product launches.

Broad marketing and sales experience ranging from leading a US launch readiness team through

commercial preparation strategies for major vaccine product launch to preparing launch strategy for

specialized products in the cardiovascular drug market.

PROFESSIONAL EXPERIENCE

GLAXOSMITHKLINE, Philadelphia, PA 2011 - Present

Senior Director, Pediatric Vaccine Commercial Strategy (September 2012 – present)

Led all aspects of Pediatric Vaccine (e.g. P EDIARIX®, ROTARIX®, and MENHIBRIX®) business and life cycle planning

in a highly dynamic and changing environment.

Led a high performing marketing team of 3-5 brand directors and managers to deliver $1.0B of gross annual revenue in

the US market.

Revitalized PEDIARIX and ROTARIX strategies and positioning, successfully transforming the brand direction and

long term vision.

Collaborated with sales leadership increasing engagement and effectiveness, resulting in positive change in trend and

highest market share for PEDIARIX in over 5 years.

Developed cross-functional strategic plan for the pediatric business designed to successfully defend against a key

competitive entrant into the pediatric market.

Led the development and implementation of pre-launch and post-launch contingency plans for MENHIBRIX ensuring

distribution of product despite complex launch environment.

Represented the Vaccine Business Unit on the Marketing Partnership Board (US GSK-wide marketing leadership

committee).

Director, Commercial Strategy- MENHIBRIX® (April 2011 – September 2012)

Led cross-functional team responsible for launch readiness and organizational alignment in preparation for the launch of

MENHIBRIX. Developed launch strategy (including positioning and segmentation), integrated launch plan and timelines,

value proposition, and forecast.

Developed and coordinated the pricing and contracting strategy for launch, including the launch WAC price and the

private contract and VFC pricing strategy. Collaborated with the payer, trade, and public customer teams to develop a

market access plan for commercial payers and VFC grantees designed to facilitate rapid coverage of MENHIBRIX

post-ACIP recommendation.

Collaborated with Medical Affairs, including co-chairing the MCST, on the policy implications, clinical data, and

publication plan supporting the commercialization of MENHIBRIX.

Led the development of a detailed field engagement and training plan for the launch of brand and disease education

campaign by partnering with marketing operations, sales operations, and sales training.

Proactively sought and utilized input from field management and end customers to ensure strategic alignment around

tactical implementation, messaging, and customer targeting.

Assessed the commercial potential of strategic business development opportunities.

1999 – 2011

MERCK & COMPANY, INC., Upper Gwynedd / West Point, PA

Director, Marketing- ZETIA® and VYTORIN® (August 2009 – April 2011)

Represented the commercial perspective on the cross-functional product development team for the ezetimibe franchise.

Responsible for giving commercial input into the franchise clinical development program to support intermediate and long-

term strategic marketing and lifecycle development programs.

Lawrence Bressler Page 2

Director, Marketing, continued

Represented the franchise on the publication subteam to ensure that publications strategy was consistent and supportive

of the marketing strategy. Responsible for leading and coordinating the efficient and effective integration of new

scientific data into multiple communications channels: promotion (HCP and Managed Care), Medical Education, and

Public Affairs.

Led a cross-functional working team to coordinate global commercial preparedness (including the development of all

communication materials for both US and global commercial teams) for the release of the data from the Study of Heart

and Renal Protection (SHARP). Worked closely with Medical Affairs, Scientific Affairs, and training to develop

chronic kidney disease (CKD) training materials for internal global marketing personnel. Acted as the commercial

team liaison to public affairs for both pre and post presentation messaging. Also p rovided the commercial perspective

on the type of scientific leader input required to prepare for the release of the study results.

Led the global pre-launch commercial strategic development, launch timeline development, and all relevant market

research for the ezetimibe/atorvastation fixed dose combination tablet. Gained cross-functional input, alignment, and

support from key stakeholders across clinical, manufacturing, and regulatory. Provided strong commercial perspective

to ensure anticipated promotional needs were preserved during the development of the clinical protocols

Director, Market Research- CV/Atherosclerosis and Pediatric Vaccine Franchises (April 2007 – July 2009)

Responsible for managing global market research team of project managers with annual budget in excess of $ 6MM.

Managed the development of recommendations to help inform launch, post -launch and in-line strategic and tactical

decisions for both the cardiovascular and pediatric vaccines franchises. Experience included both primary care and

specialty in-hospital markets.

Managed the market research designed to develop the global launch marketing strategy, including positioning and

customer segmentation, for rolofylline (in-hospital IV product for acute heart failure). Analyzed many diverse customer

segments including: pharmacists, nurses, cardiologists, intensivists, hospitalists, and internal medicine physicians.

Product Manager- PROQUAD®/M-M-R®II (July 2005 – March 2007)

Responsible for the commercialization and launch of ProQuad® (frozen) in the United States in 2005. Responsible for post-

launch pricing, managed care, and reimbursement strategy.

Drafted and presented business plans to senior management including ten yea r long range forecast, three-year strategic

business plan, and the annual strategic plan.

Responsible for overseeing the development of all advertising and communication materials including both on - and off

line communications, as well as public affairs a nd policy / public health initiatives.

Marketing Manager, Communications- ROTATEQ® (July 2004 – June 2005)

Developed the worldwide launch communications strategy, launch timelines, and long range promotional expense forecasts

for RotaTeq®, a developmental vaccine to prevent severe infant diarrhea.

Developed an integrated launch campaign utilizing both physician and consumer activation (both through traditional and

on-line media) to increase initial uptake and usage of the product upon launch.

Developed a global internet strategy and tactical development for the creation of disease and product sites aimed at both

consumers and HCPs.

Business Research Analyst / Vaccine Specialist / Senior Promotion Manager (June 1999 – June 2004)

EDUCATION

1997-1999 FUQUA SCHOOL OF BUSINESS, Duke University, Durham, North Carolina

MBA in Marketing with a Health Sector Management Concentration, May 1999.

1991-1994 BOSTON UNIVERSITY SCHOOL OF LAW, Boston, Massachusetts

Juris Doctor, May 1994.

1987-1991 UNIVERSITY OF MICHIGAN, Ann Arbor, Michigan

B.A. in Economics, with distinction, May, 1991.

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