Executive Director Brand Strategy

LAURA ROMEU

EXECUTIVE DIRECTOR MARKETING & BRAND LEAD

Denville, NJ 215-***-**** **********@*****.*** https://www.linkedin.com/in/lauraromeu/

AI-forward pharmaceutical / biotech marketing executive experienced in strategy, communications, branding, and US / global product launches on both client and agency sides. Critical thinker and results-focused leader, known for delivering innovative solutions on time, within budget, and aligned with organizational strategy and goals. Thrives in fast-paced, ambiguous, and matrixed environments. Fosters a culture of curiosity, collaboration, and continuous learning, while instilling trust and respect.

SKILLS

Brand Strategy, Tactical Planning, Brand Architecture, Product Management, Creative Campaigns, Market & Competitive Analysis, Media Planning, Agency & Vendor Management, Cross-functional Influence & Leadership, Trilingual (En, Es, Fr)

EXPERIENCE

Green Sun Medical US 02/2024 – Present

Senior Advisor to CEO

Provide hands-on strategic marketing, communications, brand strategy and growth support to medical device start-up launching first-in-class, “Dynamic Smart Whisper® Brace”, for adolescent scoliosis and adult spinal deformities.

Lexicon Pharmaceuticals Bridgewater, NJ 06/2022 – 02/2024

Executive Director Marketing and Brand Lead (HCP & DTC)

Orchestrated launch of first-in-class, dual SGLT1 and SGLT2 inhibitor (Inpefa) for heart failure, achieving a 795% revenue gain first-year post-launch; managed multi-million-dollar marketing budget.

Served as member of the commercial leadership team, collaborating with senior executives to shape and execute business strategies aligned with organizational goals.

Built marketing function and operations from the ground up; hired and led diverse team of three, fostering growth.

Guided team through organizational transitions from small to large pharma, maintaining employee focus and motivation while creating commercial infrastructure to support sustainable growth and market success.

Drove strategy to establish new “SGLTi” category, earning rapid adoption by global scientific community.

Collaborated with medical, market access, regulatory, legal, and manufacturing teams to finalize label / packaging.

Identified creative strategies and guided concept development, leading to transformative branded and unbranded campaigns that drove market development and business growth.

Led cross-functional development and approval of personal / non-personal promotional materials and programs.

Owned agency relationships and managed vendors to ensure strategic alignment, brand consistency, and delivery of high-quality communications and customer engagement across channels.

Oversaw digital performance marketing campaigns (SEO / SEM, programmatic, endemic, paid social, email), driving brand awareness and demand generation.

Monitored and analyzed KPIs across marketing mix, leveraging data-driven insights to optimize campaign performance, enhance targeting, and maximize ROI.

Klick Health New York, NY 11/2021 – 06/2022

VP Group Director Brand Strategy

Engaged cross-functional teams to successfully develop brand platforms, go-to-market strategies, creative campaigns, and messaging matrices for major product launches, including Inpefa and tebipenem.

Recruited to Lexicon as a result of providing impactful strategic insight and brand direction during pre-commercialization of Inpefa; led to innovative strategies and tactics for market development and brand launch.

Brand Strategy Consulting US 01/2016 – 11/2021

Managing Director & Independent Consultant

Delivered strategic marketing, business development, and commercialization services to advertising agencies and digital health start-ups, supporting new business and growth initiatives remotely and onsite. Embedded assignments included:

Savor Health – part of J&J’s “JLABS”, Business Development Advisor Remote, US (01/2020 – 11/2021)

Drove B2B and B2B2C sales of SaaS AI platform providing personalized nutritional recommendations.

Chimney Vigor Group, Chief Growth Officer, Health & Wellness Remote, US (10/2020 – 07/2021)

Led BD & strategic partnerships for end-to-end content strategy, production, distribution, analytics, and AI services.

ConnectiveRx, Chief Marketing Officer and SVP Head of Client Solutions Whippany, NJ (06/2018 – 01/2020)

–Integrated newly acquired services with existing offerings, redefining the company’s market positioning.

–Led, retained, and motivated five SMEs across copay, HUB, EHR, messaging, and analytics sectors.

InterbrandHealth, Senior Director Business Development New York, NY (01/2016 – 06/2018)

Grew revenue +23% using proprietary outbound growth strategies and internal creative collaboration.

IMS Health (now IQVIA) Parsippany, NJ 07/2015 – 01/2016

VP Head of Global Marketing

Streamlined marketing operations and reduced costs by $4M+ through implementing five enterprise-level COEs for marketing, digital, creative services, PR, and internal / executive communications.

Led team of nine, course-correcting marketing strategies to achieve global brand consistency.

Digitas Health New York, NY 07/2013 – 07/2015

SVP Group Account Director

Managed, mentored, and developed six cross-functional teams, while driving strategy, collaboration, and execution.

Retained high-risk accounts, taking on challenging clients and successfully preserving at-risk business.

Spearheaded US and global digital launches for BMS (Opdivo) and BMS / Pfizer co-promote, “The Alliance” (Eliquis).

Generated award-winning relationship marketing campaign for AbbVie (Synthroid); grew website traffic +58%.

Brand Strategy Consulting US & Europe 05/2007 – 07/2013

Managing Director & Independent Consultant

Delivered embedded marketing, communications, market research, client / account management, and business development services to pharmaceutical / biotech companies, medical communications agencies, and health economics outcomes research (HEOR) firms, driving innovative cross-sector solutions. On-site assignments included:

Sharecare, Inc., SVP Marketing Communications Atlanta, GA (01/2012 – 04/2013)

Established go-to-market strategies for HCP subscription services, growing enrollment 458%. Led team of five.

EPI-Q, Inc., EVP Business Development and Strategic Communications Oak Brook, IL (01/2009 – 11/2011)

Grew new business revenue +28% YOY. Served as officer, director, and member of the board.

DDB Health Paris, Ciel et Terre, International Managing Director Paris, France (01/2008 – 01/2009)

–Led team of four to develop commercial pre-launch / launch plans, brand platforms, and creative campaigns.

–Contracted by Pfizer Oncology to create “European Strategic Business Plan”; recognized as "best in class”.

Publicis Health, Omnicom Health, & InVentiv Health NY 12/2002 – 05/2007

Strategic Marketing, Brand Planning, Strategy, New Business, Business Development, & Client Services Executive roles

Drove $28MM in new business revenue, achieving +87% YOY growth.

Orchestrated and won a record 27 out of 29 new business pitches, reducing pitch costs 46% YOY.

Awarded “Most Feared to Pitch Against” and “Most Admired Agency” by MedAd News, two consecutive years.

Merck & Co., Inc. & MSD Spain (Merck & Co., Inc. subsidiary) US & Madrid, Spain 09/1992 – 06/2001

Field Sales, Government Relations Communications & Programs, & Product / Marketing Management roles

Sold, launched, and marketed office- and hospital-based CV, Anti-infective, Gastro, and Uro products (PO, IM, & IV).

Merck Marketing “Award of Excellence” finalist for Best Analysis and Best Life Cycle Management.

Awarded Merck US Human Health “Vice President’s Club” for excellence in sales, growth, and leadership.

EDUCATION

Stanford University Palo Alto, CA. Bachelor of Arts, Political Science. Four-year, Division I, Varsity “Scholar Athlete”. University of Pennsylvania – The Wharton School Philadelphia, PA. Executive Coursework in Business Finance.

Contact this candidate