Marketing Strategy, Digital Marketing, Launches, Go-to-Market, Consume

LAURENCE R. SMITH II

Dedham, MA 908-***-**** ************@*****.*** https://www.linkedin.com/in/laurencersmith/ SENIOR LIFE SCIENCE MARKETING EXECUTIVE

Career Objective: A leadership marketing role that leverages my broad and deep expertise in B2B/B2C omnichannel digital marketing across global, regional and local markets. I have a passion for utilizing innovative, entrepreneurial approaches to develop integrated commercial digital strategies across customers and creating an integrated omnichannel customer experience to maximize value and drive growth. A collaborative leader with a passion for creating and elevating capabilities and teams. Extensive experience in all lifecycle phases across multiple market segments. Professional skills:

U.S./Global Marketing Customer experience Digital Capabilities

Digital Strategy HCP, Consumer Tech Stack

Capability Roadmaps Agile CRM

EXPERIENCE

Takeda Pharmaceuticals, Lexington, MA May 2020 – Present Senior Director, GI Patient Marketing

Lead US consumer marketing for Takeda’s largest brand, Entyvio®. Manage three direct reports (DTC, Digital, Patient Experience), 50+ key stakeholders and a >$150mm budget across linear, digital and social channels.

• Led consumer activation efforts to achieve #1 in new patient starts

• Achieve an annually increasing consumer ROI that exceeds 8:1

• Created and executed an integrated patient experience model across all relevant customers that yielded a fully integrated view of customer influence at scale on the patient journey

• Led the development of an industry-leading personalized customer (HCP, consumer) experience digital tech stack and internal data/process mapping that delivers precise messaging through modular content Grant Thornton, Philadelphia, PA October 2019 – May 2020 Consultant, Advisory Services

Life Science lead for strategic consulting practice focusing on commercial innovation, digital marketing, customer acquisition, launches, operating models and strategic planning evaluation to unlock customer value. Gig Consulting, Princeton, NJ May 2018 – October 2019 Principal, Life Science Strategic Consulting

• Developed and executed innovative marketing practices for CAR-T start-up MERCK & Co., Kenilworth NJ, USA August 2012 – April 2018 Executive Director, Customer Strategy & Innovation, Commercial Excellence Leader Led the identification and transformation of innovative strategic practices and internal consulting to address evolving internal and external market challenges and improve business performance across a Fortune 50 organization. Ensured that strategies and capabilities are integrated, customer-focused, insight driven, competitive, leveraged latest digital technologies and drove growth in the dynamic healthcare market. These include Marketing and Launch Excellence, Customer Engagement/DTC, Key and Strategic Account Management, Customer Centricity, Knowledge Management and Digital Commercial Innovation.

Successfully transformed Commercial Marketing Practices upskilling 5,000+ global marketers and extended teams that improved business performance to create a differentiated customer experience

Created and implemented a “Digital Commercial Innovation Framework” across key franchises and markets that use customer insight driven analytics, “iterates to success” to drive key growth initiatives

Consulted and “coached” 50+ franchises and markets to new strategic opportunities that unlocked

+$300mm in new customers and retention to discover unrealized growth

Led the development and execution of multiple new launch capabilities. Improved speed to market by 30% and created new pipeline product “scenario driven” development process

Led the development of an Innovation Incubator in a top 5 EU market that partnered with a large high- tech partner and led to the creation of multiple new healthcare start-ups

Created an Innovation Database that linked all activities to meaningful business KPIs

Effectively integrated Commercial Excellence across multiple cross-functional teams such as Market Access, Medical Affairs, Global/Regional/local Marketing, Outcomes Research, Operations, Comms

Managed team of ten direct reports and collaborated with multiple cross-functional teams MERCK SHARP & DOHME, Luzern, Switzerland June 2010 – July 2012 European Regional Marketing Lead, Respiratory

Strategic lead in European region for largest Merck franchise (+1 Billion Regional Sales): Respiratory brands: Singulair®, Asmanex®, Zenhale®, Aerius® and Nasonex®.

Only region above plan for two consecutive years

Identified $100mm+ unrealized revenue through effective Loss of Exclusivity planning for Singulair

Delivered new multiple brand go-to-market portfolio strategies resulting in streamlined market resource investments throughout respiratory season

Led Regional Marketing Team of 50+ market leaders to create and execute regional strategies MERCK SHARP & DOHME, Hoddesdon, UK August 2007 – May 2010 UK Franchise Manager, Pain and Inflammation

Led strategy and P&L responsibility for two in-line brands: Arcoxia® and Maxalt® and MSD migraine pipeline candidate, Telcagepant.

Led marketing for first UK in-licensed brand Tradorec XL®. Supervised two direct reports and an intern with dotted line reporting of 50 sales representatives and extended team members

Initiated and led innovative European regional clinical trial for pain and rheumatology

Reversed negative franchise trends into positive sales growth through innovative segmentation MERCK & CO., West Point, PA, USA April 2004 – July 2007 Director of Consumer Vaccine Marketing, Gardasil

Led the development and execution of multi-faceted and integrated consumer strategy and tactics for the US GARDASIL® pre-launch and launch. Recognized for developing multiple industry award-winning Direct-to- Consumer 'Tell Someone' and 'One Less' advertising campaigns that exceeded all sales and launch metrics.

Supervised a high performing cross functional consumer-focused team of 15+ team members and 20+ extended team (e.g., DTC, digital, patient, partnership marketing, patient education, out-of- home, etc.)

Led the development of novel “partnership marketing” campaign for target female audience

First truly “digital” consumer brand approach at Merck

Fastest Merck franchise to achieve $1billion in sales (9 months) MERCK/SCHERING PLOUGH PHARMACEUTICALS, North Wales, PA, USA Feb. 2001 – March 2004 Director, Integrated Marketing Communications, Atherosclerosis Directed successful integrated (physician, internet, managed care, allied health and patient) launch of first Cholesterol Absorption Inhibitor, Zetia®. Supervised six direct reports. Exceeded all launch goals. ADDITIONAL RELEVANT EXPERIENCE (12 years Advertising and Life Science experience) Group Account Supervisor, Neurology and Antibacterial, ABELSON-TAYLOR, Chicago, IL 1997 - 2001 VP, Account Supervisor, Wyeth Pain, Arthritis & Analgesia, Biotech, LALLY McFARLAND & PANTELLO, New York, NY 1993 - 1997

Senior Account Executive, Pfizer Antibacterials, CLINE DAVIS & MANN, New York, NY 1991 - 1993 Account Executive, Novartis Animal Health Launch (DTC), Earle Palmer Brown, New York, NY 1989 - 1991 Account Executive, Asgrow Commercial Vegetable Seed, BIGGS/GILMORE, Kalamazoo, MI 1988 - 1989 Agricultural Education Specialist, US PEACE CORPS VOLUNTEER, Thailand 1986 - 1988 Farmer, LR Smith & Son Farm, Quincy, IL (crops and livestock) INDUSTRY AND COMPANY MARKETING AWARDS (Highlights – 20+ First Place) 2022 PM360 Elite Transformational Leader Award

2007 and 2008 PhAME “Best Direct to Consumer,” “Marketer of the Year” Awards EDUCATION AND TRAINING

Bachelor of Science in Agriculture, Emphasis on Marketing and Broadcast Journalism University of Illinois, Champaign, IL

Wharton Executive Education Courses (Innovation, Customer Centricity, Customer Engagement) Marketing Science Institute (MSI) Lead Trustee

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