Marketing Manager Senior

virenb**@VIREN hotmail.com +* (***) BHARATI ***-**11 Plainsboro, NJ 08536

Goal-oriented Senior Marketing Manager with 15 years of sales and 9 years of progressive marketing success. Adept at building differentiated communication and campaigns to increase brand awareness & consideration, increase consumption

& sales. Manage highly effective & diversified teams in delivering top-quality marketing campaigns and collateral. Hardworking marketing professional with exceptional leadership, strategic planning and problem-solving abilities. Excellent understanding of market research, conditions, trends and formulating successful strategies for brand building. Marketing Strategy

Omnichannel & Digital Marketing

Go-to-Market Strategy

Modular Content Strategy

Brand Strategy

Marketing Analytics

Integrated Marketing Communications Planning

Marketing Campaign Management

CRM and Customer Acquisition

Customer Insight

Product Launch

Project Management

Leadership

Scientific Engagements and Conference Management

Senior Marketing Manager Abbott Healthcare - Mumbai, India 04/2023 - 01/2024 Spearheaded comprehensive marketing strategies to strengthen market leadership of Abbott Healthcare's Child Nutrition Supplement (CNS) portfolio @61% MS.

Orchestrated a cross-functional team of 8 to launch a groundbreaking omnichannel campaign, leverage modular content strategy and digital activations to drive 40% recommendation share among healthcare professionals (HCP) and 94% brand awareness and 69% top of mind recall among consumers. Pioneered the adoption of hologram technology, virtual reality, Augmented reality and chrome technology as a part of marketing campaigns for driving sustainable differentiated communication and deliver high impact brand message. Successfully managed A&P to sales ratio and achieved 18% increase in profit margins through driving efficiency and optimizing spends on marketing campaigns.

Managed a team of diversified marketing professionals, providing guidance and direction on project communication, marketing campaigns and collateral.

Associate Marketing Manager Abbott Healthcare - Mumbai, India 11/2020 - 04/2023 Formulated Innovative market shaping initiatives to build the Abbott Healthcare's Infant Milk Formula (IMF) speciality portfolio delivering market share gain from 28.6% in 2020 to 34.6% in 2021 & 36.9% in 2022. Systematized a holistic and detailed go to market plan and seamlessly executed the new product launches to deliver incremental $7 MM sales over the projected target and +8.3% share point gain for IMF specialty portfolio of Abbott Nutrition.

Conceptualized and worked extensively on the creative and innovative digital upstream engagement initiative like ProConnect, Project Dexter, SFMC (Sales Force Marketing Cloud) etc making Abbott Nutrition rated #1 in digital content & engagement by HCPs (Reference - 2020 to 2023 Kantar & IPSOS brand health track findings) Summary

Skills

Experience

Brand Manager Abbott Healthcare - Mumbai, India 12/2015 - 11/2020 Accelerated the Abbott Healthcare's infant milk formula (IMF) mainstream business from $ 6.4 MM in 2014 to $ 40.2 MM in 2020, became number 2 in the IMF category within four years of Abbott Nutrition's inception in IMF category

& sustained YOY Market share gain with 19.8% MS in 2020. Formulated a robust and detailed brand plan every year since 2015 based on market research-based insights, internal & external data sets, competitor activities, macro environment factors and micro detailing of the initiatives with KPIs driving 26% CAGR.

Collaborated and structured a 5-year strategy plan for Abbott Healthcare's IMF portfolio charting out a detailed road map focusing on innovation in terms of new product launches, line extensions, unique platforms etc... to become #1 in the IMF category.

Brand Activation Manager Abbott Healthcare - Mumbai, India 10/2014 - 12/2015 Scaled up activations by 5X, executing new innovative scientific engagement platforms, advisory board meetings, preceptorship programs and participation in global conferences. Delivered execution excellence in marketing activities, campaigns, collaterals, promotional planning and vendor management

Managed A&P budgets for brand activation initiatives by optimizing resources and delivered 45% ROI on upstream engagements.

Area Sales Manager Abbott Healthcare - Mumbai, India 07/2010 - 10/2014 Led a team of 7 nutrition sales executive to drive sales of Abbott Healthcare's Infant milk formula portfolio, exceeding sales target every year from 2010 to 2014.

Under my mentorship four of the reporting sales team members got promoted as Sales Development Manager & later got elevated as Area Sales Manager.

Planned, developed and implemented sales strategies in an assigned region. Area Sales Manager Wyeth Lederle - Mumbai, India 03/2004 - 07/2010 Successfully led a team of 9 business executives managing Wyeth Lederle's antibiotic and vaccine portfolio, generated 27% of national sales volume.

Cohesively worked with hospital formulary to build an ICU antibiotic protocol. Provided training and guidance on product knowledge, selling techniques and customer service. Analyzed sales data to determine areas of improvement for the organization. Pharmaceutical Sales Representative Wyeth Lederle - Mumbai, India 07/1999 - 03/2004 Initiated career as pharmaceutical sales representative managing vaccine, gynaecology and dermatology portfolio of Wyeth Lederle.

Elevated to business executive in year 2002 during launch of Wyeth Lederle innovation Zosyn. Created and maintained relationships with key stakeholders, including medical professionals, healthcare providers, and pharmaceutical distributors.

Saraswathi Vidya Bhavan's College of Pharmacy University Of Mumbai, India 06/1999 Bachelor of Science: Pharmacy

Welingkar Institute of Management Development University Of Mumbai, India 12/2008 Post Graduate Diploma in Marketing Management

Education

Google Project Management: Professional Certificate, 2024. The Strategy of Content Marketing, University of California, 2024. Workshop on Omnichannel Customer Engagement Journey conducted by ZS Associates, 2023. Digital Marketing Capability Program, Indian Institute of Management (IIM), Ahmedabad, 2022. Abbott Future Leadership Development Program, Indian Institute of Management (IIM), Ahmedabad, 2020. Advance Program for Marketing Professional, Business Management & Marketing, Indian Institute of Management

(IIM), Kolkata, 2013.

Spearheaded 11 new product launches with detailed go to market planning. Developed and executed brand communication, product education, publication, and promotional activities to effectively communicate the strategic positioning and lifecycle development of products to customers. Collaborated strong working relationship with regions and cross functional teams including Labelling & Packaging, Medical Affairs, R&D, Regulatory, Quality, Demand & Supply Planning, Finance and Operations. Led development and execution of the Promotional Speaker Program, including speaker training, materials development and communications.

Analyzed market research data from Nilsen, IPSOS, Kantar, IQVIA, CMARC etc… for in-depth understanding of the market and competitive landscape to support the organization in the identification of new market opportunities, in line with brand strategy.

Trained & certified on Omnichannel campaigns, lead, designed and executed omnichannel campaigns with monitoring of set KPIs and impact of campaigns.

Led the transition of paper based promotional material approval to digital approval system in veeva vault and vodori pepper flow.

Led the CLM project and approval matrix in veeva vault and vodori pepper flow. Hands on experience using veeva Promo Mats.

Developed promotional material monitoring SOP for streamlining the marketing promotional inputs from approval to procurement to dispatch to final distribution in the market. Collaborated and coordinated with cross-functional teams, including legal, medical, and regulatory (MLR), to ensure promotional material content meets all compliance standards. Developed, organized, and maintained modular content libraries to support brand communication. Recognized for first in the organization to develop portal exclusively for healthcare professionals and management through CLM & AEM.

Designated marketing SPOC for all Promotional material audits and later nominated as Serena business manager for all CAPA approvals.

Strategized and managed scientific events, continuous medical education programs (CME), workshops & conferences to build brand science as part of the market shaping activities. Developed and managed 500 key opinion leaders (KOL) pool as brand advocates Expertise in upstream marketing with HCPs to drive prescription share gain (Rx) and downstream marketing with consumer to generate new leads and retain existing users Excellent organizational and project management skills. Abbott Nutrition Super Achiever Award in 2022.

Abbott SFE Master Class 2.0 - Omnichannel Campaign Launch and Execution Award by Abbott Asia Pacific Region in 2022.

Abbott Excellence Award for Outstanding Collaboration with Area COE to successfully launch HCP Portal, Certifications

Activities

Awards

ProConnect in 2022.

Excellence Award for outstanding contribution towards Hypoallergenic and Inborn Error of Metabolism Product Portfolio Management with Healthcare at Home in 2022. Excellence Award for design and execution of National Pediatric Summit and APPSHGAN to establish scientific superiority as key Abbott scientific differentiator in 2023. Excellence Award for exemplary excellence in strategy & planning for P26B (Path to Six Billion) Presentation in 2023.

Excellence Award for Outstanding launch of PediaSure ML2 in 2023. Excellence Award for the first in Pacific Asia Upstream HCP WhatsApp Digital Communication Platform Go Live for PediaSure with 45% open rate consistently, over 5000 HCPs reached weekly in 2023.

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