Project Manager Management
Resume:
Heidi Balkema
*********@*****.***
Summary
- Energetic, motivated professional with over two decades marketing, advertising, project management, sales and research experience.
- Highly skilled project manager extensive focus in the areas of medical devices, biotechnology, pharmaceuticals, CPG and clinical diagnostics. - Proven leader with a history of achievement in developing and executing financial strategies that positively impact the bottom line while driving operational excellence. Exceptional CRM skills with both internal and external clients.
- Gifted storyteller providing comprehensive, logical presentations to internal and external teams. Masterfully strategizes and executes complex & multifaceted interventions with range of cross-functional stakeholders across portfolio.
- Moderated over 2,000 focus groups, 1:1, dyads and triads globally. Provides actionable insights with measurable metrics in analyses for all levels of leadership.
- SME in multiple therapeutic areas: Biosimilars, Bariatric Surgery, Cardiology, Dermatology, Diabetes, Hematology, Infectious Disease, Immunology, MS, Nephrology, Obesity, Oncology, Ophthalmology, Orthopedics, Plastic Surgery, Psychiatry, RA and Surgical Devices.
- Extensive knowledge of Veeva, EHR, third party systems; ability to learn new structures quickly and efficiently.
2022-current Director Strategic Accounts, BW Health Group
Maryland Remote
Lead Global Comirnaty marketing and Portfolio business for Pfizer; create and deploy Global HCP, Consumer and Access/Adherence marketing and educational assets in twenty plus languages.
Launch and maintain Marvel marketing program globally translated and transcreated to accommodate all markets.
Design and manage digital assets to engage with multi-cultural communities as applicable; adhere to meta regulations in all countries.
Exceeded sales targets for 2022 & 2023 before Q3 each year.
Formed Fall Campaign for Comirnaty in conjunction with Creative Director. Collaborated to conduct primary research in US & 4 ex-US markets to gain insights into motivation, RTB (Reasons to Believe), Key message resonation and strongest CTA (Call to Action). Program recognized by Pfizer CEO.
Conducted quantitative study to determine and validate key insights into COVID-19 apathy & fatigue; results analyzed and melded into final Ad Lobs which were approved through MLR (Medical, Legal, Regulatory) in one session.
Manage portfolio vaccination and rare disease accounts for several companies.
2020-2022 Senior Marketing Strategist, Pfizer Inc
Pennsylvania Remote
Vaccines marketing specialist; charged with portfolio with pediatric focus.
Executed HCP, Consumer and Access/Adherence marketing assets in complete MLR and federal compliance. Translation of same into fifteen languages, managing process through multiple agencies.
Following DEI (Diversity, Equity, Inclusion) study of key target groups, developed pilot program to engage with Hispanic & African American communities through Community Healthcare Workers (CHWs) in South Texas; inclusive of social media, OOH and collaborated materials completed in Spanish. Launched in Q4 21, increased participation recognized within 30 days. Program expanded through 2024.
2016 – 2020 SVP, Lead Marketing Strategist – Consultant with MRG Associates
New Jersey North Carolina
Participated in the development, negotiation, monitoring and supervision of assigned managed care agreements; developed relationships with new payers, providers, IDNs and KOLs. Significant EHR and social media interaction.
Managed timeline and budgetary constraints continually liaised with client to ensure open communications and smooth transitions.
Directed team members in planning, production and implementation of all advertising and promotional projects for marketing & marketing research; oversaw six brand and line-extension launches with on-time delivery and exceeding forecasts in one year.
Extensive knowledge of therapeutic areas including (not limited to): bariatrics, cardiovascular, dermatology, diabetes, infectious disease (HCV, HIV), multiple sclerosis, obesity, oncology (breast, Leukemia, ovarian, pancreatic, prostate), ophthalmology, rheumatoid arthritis, surgical devices and women’s health.
2005 - 2016 Senior Vice President
GCI Group/MRG Associates Wyckoff, NJ
Key collaborator on launching new ID, RA, MS, Oncology and Obesity drugs; developed best strategy on launch working with both professionals and consumers.
Collaborate, track online advertising campaigns, and update key words to help increase client site traffic, awareness and sales. Prevented client from acquiring an ophthalmic product which did not align with their five-year strategic goals.
Develop new business relationships in existing markets and those which align with client businesses; maintain existing client relationships. Increase current and create opportunities for new sales.
Proficient in study design and discussion guides to fulfill multivariate needs; routinely analyze output, discuss findings and present executive summations, inclusive of competitive intelligence to best create launch foundation.
Designed and analyzed quantitative statistical studies for healthcare related clients; inclusive of HBA and OTC. Completed Image Profile studies to facilitate and finalize client acquisitions. Key player in over seven Pfizer acquisitions, performing initial research and analysis to determine viability of attainment.
2001-2005 Market Research Director
Torre-Lazur McCann/McCann Health Parsippany, NJ
Restored previously service oriented division and increased revenue by 50%.
Developed proprietary research methodologies and key insights strategy positioning tools. Utilizing methods, led a statin manufacturer to target OB/GYN physicians and gain 3% market share during the launch year.
Instrumental in providing major players in the breast implant market key data for changing manufacturing process; sales increase of 25% in the first year.
Market Research liaison for all pitch work on new accounts; 80%+ win rate.
Education
PhD; Psychology
ASU
Master Business Administration
University of Phoenix
Bachelor of Science; Psychology & Marketing
William Paterson University
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