Manager Marketing

Michael Robinson

Belleville, NJ 973-***-**** *********@*****.*** https://www.linkedin.com/in/michaelgrobinson

Marketing Research Management Professional

Pharmaceutical Consumer Packaged Goods

Innovative, Results-driven Marketing Research leader credited with exceptional performance in strategic and tactical program development, primary marketing research both qualitative & quantitative, and secondary data utilization within both the pharmaceutical and consumer packaged goods industries. Expertise in all facets of personnel management and leadership, budget management and oversight, and solid marketing and research management within high-profile corporations. Skilled in project management and collaborating with all members of the organization to achieve business and financial marketing objectives. Instrumental in streamlining and improving processes, enhancing productivity, and implementing sound program and process solutions. Proficiency in Microsoft Excel, PowerPoint, Word & Outlook.

Negotiations with Vendor Groups

Marketing Research Plan Design

Strategic Planning/Analysis

Develop Research Methodologies

Contract Negotiations

Trend Analysis

Project Managment

Client Services

Process Improvement

Solid Communication

Presentation Excellence

Analytical Thinking

Selected Career Highlights

Pioneered annual marketing research plan and directed the $3.5 M annual budget.

Maintained alignment for marketing research initiatives with Effient’s Co-promotion partner, Eli Lilly

Led a solid team effort that developed and tracked the Key Performance Indicators (KPIs) to measure strategic objectives in the Annual Business Plan; KPIs were reported to Executive Committee on a monthly basis

Successful in the negotiation of annual contracts with the vendors (Health Strategies & Benfield Groups); New contracts resulted in a 10% reduction in annual expenditures for their secondary marketing research needs

Shaped trending analyses annual equity and ATU studies with both physicians and payers; quarterly longitudinal and monthly market surveillance reports

Acknowledgment in the program design to identify sales opportunities within the Thrombosis, Oral Anti Diabetes and Lipid lowering categories

Identified $50Milllion incremental opportunity for Welchol in response to competitive unrest in the market

Professional Experience

MGR Insights 2014-present

Principal/Consultant

Marketing research consulting with the CPG and pharma industries

Synthesized primary and secondary marketing research data to address key business issues

Developed templates to explain research results

Daiichi Sankyo, Incorporated 2005 -2013

Marketing Research Manager, Thrombosis Oral Anti-Platelet 2011 - 2013

Led marketing research for the Effient brand within category along with Welchol brand, in both the Lipids and Oral Anti Diabetes categories, marketed to cardiology specialist, primary care, and endocrinology specialties

Established the pre-launch payer related marketing research plan for Edoxaban, oral anti-coagulant compound

Executed strategic trend analysis such as: annual awareness, trial and usage tests, physician and patient type segmentation studies, quarterly longitudinal data and monthly marketing surveillance reports

Facilitated placement type analyses within positioning, concept testing, MVA and message development; consumer trackers and patient experience assessments (patient diaries and virtual ad boards) and ethnographic projects

Daiichi Sankyo, Incorporated 2005 -2013(cont’d)

Marketing Research Manager, Payer Marketing & Managed Markets Groups 2010 - 2013

Market Research Manager, Welchol 2007 - 2010

Senior Marketing Research Analyst 2005 - 2007

Led a cross functional Analytic team to develop key insights into the annual Situational Analysis

Utilized key findings from the primary marketing research projects (HCP, Payer and Patient Message Testing, along with the results of the Awareness & Usage, and Message Recall studies

Exceptional performance as the budget was within 1% of projected spending each quarter

Designed marketing research plans for the successful launch of Welchol’s Diabetes indication (2008) and oral suspension formulation (2010)

The launches of new indication and formulation resulted in 40% increase in dollar sales

Notable Contributions:

Designed Analytical studies: positioning, concept/message testing and ethnographic analyses to measure physician responses by physician specialty to product positioning

Developed research methodologies with key payer stakeholders to design long-term pricing strategies for Welchol to take the brand through their loss of patent exclusivity

Sourced drivers and barriers for prescribing Effient within key HCP stakeholders in the hospital channel

Identified patient targeted messages for the Effient patient to encourage adherence and compliance with therapy

Created and implemented co-pay mitigation research to assess optimal co-pay pricing for branded vs. generic competition

Nielsen, Incorporated 1998 - 2005

Client Service Manager 2002 - 2005

Senior Client Service Analyst 1998 - 2002

Project Manager for the account servicing of the Pfizer account; collaborated with Pfizer’s Marketing & Category Management Departments to achieve brand goals, access consumer response and competitive standing within categories

Accounts included: Wyeth (Analgesics and Cough/Cold OTC brands); Colgate-Palmolive (Surface Care Household Cleaning Products)

Conducted analytical studies to measure consumer responses to product positioning; recommendations were used by Brand Management to readjust positioning within marketplace

Notable Contributions:

Performed strategic trending analyses for possible acquisition and new markets; client’s acquisition, Purell, resulted in increased annual sales of over $1MM in ACNielsen services

Provided Opportunity Assessment of the Front End sales for client’s Neosporin brand, which resulted in over $500K in incremental sales from new distribution

Education & Credentials

Jersey City State College Bachelor of Science in Marketing

Rutgers Graduate School of Management Certificate: Current trends in Pharmaceutical Industry

Northwestern University Kellogg School of Management Certificate: Business Marketing Strategy

Dale Carnegie, Power & Persuasion Effective Communications & Human Relations

Scott Lauder Associates How to Get the Most from your Secondary Data in the Pharmaceutical Industry

Professional Facilitations

Pharmaceutical Marketing Research Group, member 2006

Marketing Research Association (MRA), member 2011

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