Marketing Leader Business Performance
Resume:
Darrell Wakefield
Smyrna, GA *****
Boston, MA 02127 ad5voi@r.postjobfree.com
MARKETING LEADER - ONCOLOGY
An engaging, results-oriented VP with deep expertise in leadership, people development, commercial strategy, tactical execution, and scientific differentiation, resulting in positive business performance. Expert analytical knowledge of complex and diverse/multicultural customer segments, managed markets, and integrated delivery networks.
KEY KNOWLEDGE AND COMPETENCIES
Demonstrated Leadership
Exceptional Team Building / Interpersonal Skills
Strategic Planning Development
Talent Development / Recruiting / Mentoring / Culture builder
Execution / Results Focused
Multiple Product Launch (US and Global)
Scientifically Astute
KOL Development
US and Global Markets Experience
Payer Marketing and Pull-through
PROFESSIONAL EXPERIENCE
Sanofi – Cambridge, MA
VP of Solid Tumor Franchise (Leading Sales and Marketing) - Organization size 80-165 HC (May 2022 to Present)
Brands: Jevtana (Prostate) Tusamitatmib (Lung) and formerly Amcenestrant (Breast)
Established the commercial vision and strategy for solid tumor franchise.
Exceeded ’23 sales expectations despite significant and diverse headwinds for Jevtana.
Managing a portfolio valued at $300M USD; profitability 80% - driven by Jevtana
Responsible for strategic and agile management of franchise PNL: ’22-’23 OPEX ~$100M
Direct lead for prostate generic defense strategy and LoE management
Developed strategic and scalable GTM strategy for breast, prostate and lung teams.
Responsible for successful crisis management pertaining to termination of breast program and BU restructuring.
Increased sales optimization and profitability by restructuring customer facing teams.
Developed business case and obtained approval for pre-launch TLL MBOs/activities for breast and lung (9m prior to anticipated PDUFA)
Developed and implemented sustainable new ways of working strategy for customer connectiveness during COVID-19 period and beyond.
Developed and leveraged strategic partnerships with GPO/community oncology networks and C-suite.
Successfully managed and met DE&I retention and acquisition objectives for ’21 - ’23
Led strategic commercial launch preparations for TAs breast and lung cancer.
Increased team cohesiveness through promotion of collaboration, leading to greater impact.
Senior Director, US Oncology, Breast Franchise – Org size 80 with 10 Directs (September 2020 to May 2022)
Established the commercial vision and strategy for Amcenestrant (breast) launch.
Responsible for life-cycle management of all future launch opportunities, projected to generate multi-billion-dollar forecast expectations.
Led pre-launch collaboration with commercial, pre-clinical, and clinical functions to ensure a brand differentiation.
Drove market-driven development plan and product positioning to optimize brand value proposition.
Established strong external relationships with key opinion leaders and other external partners to
gain insight and support commercialization strategy.
Built launch and commercialization plans to optimize brand health and regional launch regional opportunities.
Hired, developed, and retained, a high-performing US strategic marketing team for Amcenestrant
UCB Pharma – Atlanta, GA
US Head of Marketing, Rheumatology Franchise (July 2018 to September 2021)
Brand: CIMZIA, 4 US immunology marketed indications (RA, PSA, AS and Gastro/Crohns)
Responsible for 6 immunology indications, accounting for 70 percent ($1.1bn) of US organizational sales
Managed brand to +1.7% above sales target in ‘20, by way of insight driven strategy & field execution.
Leveraged insights to refocus and crystallize the strategic direction of the 2019 brand plan, which increased synergies and efficiencies.
Lead and implemented salesforce effectiveness project, inclusive of dynamic targeting yielding +2% YoY
Managed the digital business transformation for US organization – connecting the constellation.
Led 2019 launch for nr-axSpa indication, with sales performance exceeding LFC1 by 1.7% EoY ‘19
Developed impactful new campaign, leveraging insights on subpopulation, which focused on women 18-45
Streamlined broad omnichannel efforts to increase efficiency, while delivering impactful results
Developed UHC/Optum Rx pull-through plan, to drive demand and strategically onboard portfolio.
Partnered with eco-system and market access teams to improve and optimize access via policy and formulary changes.
Successfully managed an A&P budget of $24.7M 2%)
Bayer Healthcare - Pharmaceutical - Whippany, NJ
US Marketing, Director of the TKI Franchise (March 2015 to July 2018)
Brands: Stivarga and Nexavar/Liver, Colon, Renal and Thyroid
US Franchise Director, successfully managed of BU Onc portfolio accounting for $500M in annual revenue
Responsible for 5 direct reports and managed at P&I of $22M annually within +/- 2% range.
Successfully launched Stivarga (’17) as 2L agent in liver cancer (HCC) market arena
Developed and implemented high yield segmentation analysis to efficiently increase impact for Stivarga mCRC
Developed strategic defense plan to protect liver cancer business, maintained Nexavar SoC position in 1L HCC
Worked with operations team to build a case for competitive parity that led to approval for 50 new consultants.
Led the commercialization effort of key non-label clinical data that supported brand communication objectives.
Developed mid-level TLs to national and global KOL advocates.
Created internal motivational program (TKI Nation) to enhance morale and increase sales effectiveness.
Market Access: Drove the development of franchise rebate contract for in-office dispensing accounts.
Crisis management: Successful internal and external management of short-term stock out situation
Recognition (Internal): Multiple Performance Awards from Bayer / Selected as Mex Mkt Champion ‘17
Recognition (External): 2018 PM360 Award Winner for Leadership and Mentoring
Global Marketing, Deputy Director/Nexavar (June 2012 to March 2015)
Brand lead for RCC (renal) and DTC (thyroid) indications, globally accounting for $250 MM annually.
Led successful global launch of DTC indication in 2013 that exceed budget expectations by 6%
Responsible for global strategic development and brand planning process for all Nexavar indications
Nominated by management as oncology MEx Mkt Champion in 2015
Developed and implemented competitive defense plan for Lenvima (Thyroid) slow erosion.
Led the transition team acquiring Nexavar marketing rights from Onyx/Amgen to Bayer in 2015
Signature Global KOL programs: Master Classes, DTC Curriculum Review and HCC Poster Galleries
LEO Pharma – Parsippany, NJ - Small Scale 50 US company employees
US Marketing, Associate Director/Picato/Derm (January 2011 to June 2012)
Successfully launched Picato (ingenol mebutate) for Actinic Keratosis in US market
Managing $19M AP budget; sales reported ahead of ’11 forecast by 15%
Developed and lead professional and consumer launch campaigns for Picato
Develop 2011 strategic and tactical brand planning leading to launch success.
Produced innovative consumer media campaign “Listen to your skin”, which yielded 3-1 ROI
Created Quality Care CRM platform for global implementation.
Developed Picato $25 co-pay card program, which yielded high return in NPS (3-1 ROI)
Strategically established collaboration with 3rd party stakeholders in dermatology (AAD and SCF)
Novartis Oncology – Florham Park, NJ
US Oncology Marketing, Associate Director/FEMARA (May 2007 to August 2010)
Managed groundbreaking market initiative which discovered “emotional truth” for patients which, which lead to increase in patient demand through call-to-action, facilitated by highly visible grassroots effort.
Created and lead successful DTP grassroots initiative “Live Life Beautiful” which is yielding 3% share gain in 15 targeted markets.
Strategically secured co-promotional project with Genomic Health Inc. (3:1 ROI)
Responsible for TL development ensuring loyalty and enriching relationships.
2008-09’ Brand lead for consumer DTP/DTC portfolio (accounting for 50% of A&P budget)
Developed strategic Femara Marketing Powerhouse and C4 Plan supporting 2009
Developed retail co-pay discount card to drive acquisition and retention / ROI (4:1) –’08-‘10
Co-managed $27.5 million A&P that yielded $418 million in sales (exceeded budget by 2% of forecast) ‘09
Business Excellence Award Winner 2009 (GHI project)
President’s Award Winner in 2008 (co-pay card)
US Oncology EXJADE (Hematology) Marketing, Associate Director (January 2005 to May 2007)
Successful launch of EXJADE in US market - exceeded forecast estimates by 32% - ‘05
Led development of professional promotion strategy and materials for launch
Developed and executed US strategic and tactical plan for brand
Created and managed comprehensive grassroots CRM program for pediatric consumers (Be Sickle Smart)
Drove business case for a specialty Task Sales Force (25 key account reps) – Approved.
Responsible for both consumer and professional brand initiatives
Co-Managed $18 million AP
Oncology BU Marketing Award Winner 2006
President’s Award Winner – Launch and Grassroots initiative (05’, 06’)
Global Digital Marketing (Glivec and Sandostatin) Oncology, Associate Director (January 2002 to January 2005)
Glaxo SmithKline (Primary Care) - August 1991 to December 2002
Sales and Sales Management (Representative and District Manager)
Market Research Associate for Cardiovascular and Diabetes TAs (Baycol and Avandia)
Digital Marketing Lead in Diabetes (Avandia)
EDUCATION & AFFLIATIONS
Education
Central State University, Wilberforce, Ohio
Bachelor of Science- Business Administration/Marketing
Present Affiliations
Diversity and Inclusion Council at Sanofi
Pharma Diversity Council
Young Advisors Mentoring Program
Jack and Jill of America
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