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Digital Marketing Social Media

Parker, CO
March 30, 2021

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Krishnakumar Manoharan

+1-303-***-**** U.S. Permanent Resident Authorized to work in the U.S.

***** * ****** **** ******, Parker, Colorado, 80134.

Integrated Omni-Channel Marketing Strategies Pill Innovation Business Analytics

Strategic thinker with strong leadership skills and 16+ years of experience in developing and implementing highly-effective, ROI-driven integrated marketing strategies and product management plans for maximizing the profitability of brands in the ever-changing pharmaceutical industry. Credited with creating competitive distinction for some of the most admired pharmaceutical brands – established a strong digital presence for brands, analyzed and translated data into actionable insights, and developed and launched new business models/products.

Possess an entrepreneurial leadership style, flair for growing revenue/sales and reducing costs, and talent for forging profitable business alliances. Motivator and mentor recognized for building high-performance teams.

zCore Competencies

Sales, marketing, and product management leadership – strategic and tactical plans Digital marketing strategy – SEO, email and content marketing, social media Product portfolio management New products' conceptualization

and launch Go-to-market Data analysis and insights Campaign optimization Patient and customer

Centricity Leadership Team building and mentoring Innovation management

zProfessional Experience

Dr. Reddy's Laboratories Ltd., India and Jamaica

HEAD – Marketing, Kingston, Jamaica (April 2019–Present)

Lead and mentor teams for maximizing sales across CV-AD (Cardiovascular–Anti-Diabetic), oncology, and OTC (multi-vitamin) portfolios – develop multi-channel strategy, formulate digital plans, and ensure voice-of- the customer is part of the strategy

oGrew business from US$ 6 million to US$ 10 million through business expansion, pill innovation, and implementing operational excellence initiatives

Develop and drive execution of digital strategy pre-and during pandemic (COVID-19)

oDevised detailed plan for acquiring customers (including HCPs) through paid digital channels (primarily search, programmatic, and social)

oLed SEO-related activities, including technical optimizations and content improvement/release

oLaunched website for HCPs with a clear sitemap, features' roadmap, and release plan. Worked closely with agencies for ensuring best-in-class content was developed with smooth UX and navigation

oOwned and maintained HCPs' website; and social media analytics, metrics, and reporting – analyzed data to assess the effectiveness of digital marketing activities and recommended improvements

oIdentified digital best practices and trends and facilitated the development of digital KPIs and optimization of digital campaigns

Developed patient referral programs, Fitness Beats (lifestyle modification program for hypertensive patients) to support consumer acquisition program

Received Jamaica Pharmaceutical Industrial Peer award (2020) for excellence in digital marketing

MARKETING MANAGER, Kingston, Jamaica (Oct 2016– Mar 2019)

Provided leadership for the development of strategic and tactical plans for CV-AD portfolio as well as for formulating go-to-market strategy

oGrew business from US$ 4.5 million to US$ 6 million by consolidating focus brands' growth, launching new products/line extensions, and through the implementation of strategic interventions. Also, this helped grow the company's market share from 11% to 18%

oImplemented closed-loop marketing using CRM analytics' tool, improving in-clinic productivity

oLaunched SFE (Salesforce Effectiveness) dashboard for customer segmentation (2x2 matrix) and profiling

oReduced marketing expenses by 20% by migrating marketing activities to digital mediums such as e-detailing projects and sales force dashboards.

zProfessional Experience

Marketing Manager, Dr. Reddy's Laboratories Ltd. (continued)

Liaised with several teams for product prioritization, filing, pre-launch, and launch processes; and steered efforts for the development of pricing and customer offers along with the sales team

Devised patient-centric, patient support programs for promoted brands

Drove efforts for efficient execution of marketing campaigns and evaluated ROI of all programs

GROUP PRODUCT MANAGER, Hyderabad, India (Oct 2013– Sept 2016)

Led and guided the team for the managing product portfolio, devising brand strategies, and conceptualizing and launching new products

oSuccessfully launched a new business model corporate hospital taskforce to capitalize on the fast-growing corporate hospital segment's opportunities. Also, devised N=1 strategy entails developing bespoke business plans for each hospital and launching customer-centric initiatives. This helped grow revenue by 4%

oConceptualized new products such as Rivaroxaban, Dabigatran, and Recombinant Factor Seven

Launched anticoagulant, FondaRed (molecule: fondaparinux sodium injection) used in ICUs and major cardiac surgeries – grew sales of product from INR 70 lacs to INR 15 crores and secured market leadership position for it in IMS sector within three years. Also, the brand's gross profit increased from 7% to 11%

oPiloted launch of FondaRed in the USA, Venezuela, Iran, Myanmar, Nepal, and Bangladesh

Launched new products such as Azilsartan (eighth generation ARB-antihypertensive) and Reteplase (thrombolytic)

CME (Continuing Medical Education) accountabilities included needs' identification, selection of speakers for discussions, and ensuring successful conduct of CMEs

Received Best Product/Marketing Manager, Excellence in Marketing, and Marketing Performance awards

ASSISTANT MANAGER – SFE, Hyderabad, India (Oct 2011– Sept 2013)

Head of analytics practice of India's branded-generics business (worth US$ 300 million) – improved business performance through execution excellence and process adherence

oInitiated implementation of strategic decision-making tools and analytics' platforms for 3,000+ sales force and senior management personnel

oProvided consultative support for the implementation of leading CRM platform and iPad enablement for 3,000+ sales force personnel

Developed map-based analytical methods for Salesforce sizing, deployment, and optimization

Led customer profiling and segmentation activities across business units/therapy areas in India

Maintained/updated B.I. tools, databases, dashboards, systems, and methods

Prior Experience

Scientific Business officer-Urology, Dr. Reddy's Laboratories Ltd., India, 2009-2011

Scientific Business Officer – ICU Critical Care, Sanofi India Ltd., India, 2008–2009

PSR (Professional Sales Representative) – CV-AD, Ranbaxy Laboratories Ltd., India, 2005–2008

Trainee PSR, Dr. Reddy's Laboratories Ltd., India, 2004–2005


PGDBA ~ Marketing, Symbiosis Centre of Business Management, Hyderabad, India, 2011

B.Sc. ~ Chemistry, PSG College of Arts and Science, Coimbatore, India, 2004

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