Research in specialty and cardiovascular franchise. Channel Marketing Research for physician groups and academic medical centers Conduct professional and consumer market research Experience working in co-promote environments Responsible for budget over $1 million Accomplishments: Identified an opportunity for and led an award winning specialist segmentation study that identified segment driven tactics for the brand in order to reverse a declining trend. Led marketing research initiatives to develop a new professional campaign from insight generation to the final sales aid testing. Led research to better define appropriate patient type in order to make brand benefits more relevant to physicians. Conducted Physician ATU and Detail Watch studies to monitor physician attitudes and detailing activity in the market. Set up a cross-functional monthly tracking report in order to monitor business health and proactively identify business opportunities.

Responsible for leading research initiatives for: US: Daily Disposable products platform, a certain new product category, Vistakon Vision Care Institute Latin America Franchise Accomplishments: Recommended to accelerate a new product launch based on findings from an A&U study among consumers and doctors. Identified a direction for claims development to address certain barriers to category growth. Led marketing research activities for a new product platform launch. Discovered an umbrella positioning for the platform and guided sales rep messaging materials development. Recommended an approach to quicken new product adaptation following an exploration of this process among different segments of doctors. Reported out consumer demand generation status on a monthly basis integrating media effectiveness and consumer tracking. Guided advertising development process from creative brief to LINK testing of a finished commercial. Drove understanding of multicultural consumers and actively participated in multicultural initiatives development. In the process of setting up a strategic segmentation effort in a country in Latin America. Helped size potential and risk for a category growing opportunity in Brazil via an A&U study. Constantly collaborated with the Latin America team to set up test-and-learn metrics and share US learnings. Moderated focus groups among professionals providing added value for Marketing, Sales and Professional Affairs. Uncovered insights that led to establishing a new program for certain doctor types. Constantly keep the marketing team informed of recent trends (technology, teens, multicultural) and provide a point of view on implications for Vistakon and industry.

Resolved technical & billing issues, upgraded program selection based on customer needs.

Marketing Research, Master degree

Marketing, Bachelor's degree

Marketing & Statistics, not finished