EXPERIEntial overview:
23+ years of driving revenue and leading teams; P&L leadership and culture change in commercial HCP and consumer marketing, operations, sales, training, patient services, digital health, commercial innovation and chief of staff; Servant leadership and transformational change management; 35 products in 15 disease states; Professionally trained public speaker.
GSK Pharmaceuticals Senior Director, Head of Customer Marketing, US Vaccines
Philadelphia, Pennsylvania (August 2024 to Present)
Head of the US Customer Vaccines Team focused on retail, health systems, public sector, B2B innovative models and executive sponsored transformation projects.
Mitigated vaccine market losses due to economic and consumer shift: Delivered expert and executive level planning through demand focused strategies; evolved from ex-factory to demand based
Built a sustainable and accountable business model and culture across the US Vaccines Business Unit; resulted in a re-organized business model with reduced headcount
Identifies internal and external talent to build the ‘people pipeline’ for the new GSK
Launched first to market specialist’s vaccines sales team and marketing campaigns (specialties never previously promoted to) to transform demand generation from a traditional strategic lens to a new innovative model; resulted in a 17% increase in awareness/action and projected +1% increase in net sales in year 1 ($40m NS)
Launched health systems strategy in top 20 across the US designed to gain a demand foothold with primary customers not currently engaged
Launched the redefined retail strategy model with primary customer base resulting in new contracts and MSAs focused on innovative patient / customer acquisition tactical approaches
RJB Consulting Partners, LLC. Founder & CEO
Hillsborough, New Jersey (January 2024 to August 2024)
Assisted commercial organizations, both manufacturers and vendors, to transform their thinking from tactical to revenue driving strategy designed to sustain and fundamentally support their business. I functioned as a general manager, P&L owner, lead strategist and leadership training expert.
Consultancy partner | Advisory board member | P&L management | Gross-to-net | Leadership training | Behavioral strategy
Company website: www.RJBConsultingPartners.com
Human behavior focused, doctoral research: www.robertbritting.com/research-abstracts
Incedo, advisory consultancy: Go-to-market plans, business development market planning and strategy
Fingerpaint agency: Strategic business development consultancy and client pitch strategy, content, decks
TEVA Pharmaceuticals Senior Director, US Respiratory Marketing & North American Innovation in Digital Health
Parsippany, New Jersey (January 2020 to January 2024)
US Commercial Respiratory Marketing: Re-established six respiratory products as organizational US net sales leaders (QVAR, CINQAIR, QNASL, PROAIR, AIRDUO Respiclick, CINQAIR) and CNS top in-line franchise brands (COPAXONE & AJOVY) (6 Direct-line reports)
Exceeded AOP in ’22 &’23: NS increase of $35M/+35% (’22) & $80M/+25% (’23)
Transformed respiratory and CNS forecast process; demand generation vs ex-factory planning; resulted in accurate long-term planning; long range plan inline w/ market expectations; result +$50M NS ’23
Remediated supply chain issues and evolved wholesaler engagement; result+$20M NS ’22
Gross to net (GTN) approach revised and strategically aligned decisions to stakeholder actions
Launched digital market access strategy, CRM omni-channel program; +25% access to top customer base
Chief of Staff, North American Digital Health & Innovation: Transformed the innovation department to a sustainable profit center for the US business; +$16M in cost savings and $30M in net revenue in ‘22; Responsible for integrating innovation into all US marketing business plans (6 direct-line FTEs)
Led, restructured, and formalized the brand planning process for US commercial (Demand forecasting, strategy, tactical implementation); $600k cost savings
Reset the corporate vision for the company’s digital health division; cross-country digital exchange; evolved innovation FTE roles into formal marketing positions
Developed formal cross-departmental, cross functional innovation; learning and development
Primary US business consultant: Transformative sales, communications, and behavior change
Fifty consultant focused, successful whiteboard working sessions (US & global)
Data science transformation: $500k cost savings to the business; full insights integration
Transformational projects: Centralized digital pharmacy (design and development), Full SMS integration (HCP/Consumer), full avatar video integration across the US business ($500k YoY savings)
Director, US Patient Services (Jan 2020 to Jan 2021): Transformed Patient Services into a fully integrated commercial operations system and digitized patient access into the program; (5 FTEs and 162 vendor direct-line FTEs); Focus on (Respiratory, CNS, Oncology, General Medicine)
Launched the Patient Engagement Portal (Company first digital engagement ecosystem for patient consumers); Resulted in 35% of all AUSTEDO patients (or ~$350M in net sales potential) filtering through the patient services system (12-month adherence: 41% program vs 14% general market)
Redesigned US Respiratory patient services Patient Services Organization to a profit center; fully digital
Reduced external vendor cost from $45M to $20M ($25M savings for the US business)
Laid the internal and external framework for SMS operationalization via patient services
Launched, via the internal data science and operations insights driven KPI, adherence and operations reporting dashboard (Just in time reporting w/ $400k savings for the US business)
NOVARTIS Pharmaceuticals
East Hanover, New Jersey (December 2016 to November 2019)
Patient Services, Head of US Business System – US Commercial business (November 2018 to November 2019)
Led US enterprise adherence marketing and patient services operations teams
Resulted in increased patient program adherence between 12% and 25%
Led 125 Patient service vendor FTEs: operational, call center, nursing staff, social workers
ENTRESTO, cardiovascular; program stabilization; resulted in patient loss mitigation from 75% drop to 25% after month-1
BEOVU, ophthalmology; full design and launch of patient service program pre-formal product launch
Transformed enterprise program strategy; ROI-only campaigns; resulting in 2:1 return for 2 out of 2 brands (+$25M channel upside) & 1.5:1 return for pre-launch brand (+$15M upside); streamlined strategy and tactical plan; reduced investment accordingly
Resulted in a fully integrated Patient Services ecosystem into the commercial brand models
US Marketing Business Lead - Cardiovascular Franchise, Heart Failure (December 2016 to November 2018)
ENTRESTO (HCP and consumer) - Cardiovascular Specialty, US Heart Failure & Primary Care
Commercial marketing and P&L finance lead
Net sales increase of 195% (From $295M to $575M) w/ annual budget spend decrease of 35%; Net sales business contribution upside +$600M (YoY)
Reaffirmed US marketing approach; managed internal expectations; kept strategy to stabilize customer relationships w/ field sales force; resulted in NS increase of 195% YoY
Formal responsibilities included, leading all primary marketing functions insight analysis, communication plans, sales training and national/regional training, new hire training
SERELAXIN (Pre-launch HCP & Consumer Brand Management) – Acute Heart Failure (Hospital Specialty)
Team lead for all pre-launch promotional activities
Professional and Consumer Promotion (Strategy, Insights, Tactical Execution)
Medical Expert Engagement & Advisory Committees
Speaker Bureau Development & Peer-to-Peer Activities
Global Lead - Supply & Packaging
ASTRAZENECA Pharmaceuticals
New Jersey & Wilmington, Delaware (2005 to 2016)
Director, Marketing – Respiratory Franchise (December 2014 to December 2016)
DALIRESP & TUDORZA – Respiratory (2 direct-line reports)
$155M (103%) net sales by year end; 9 weeks launch period
HCP Strategy, execution, digital & contract sales force liaison
Re-launched campaign for Respiratory sales organization (1350 reps/50% PDI)
SYMBICORT & BEVESPI AEROSPHERE - Respiratory
BEVESPI Launch Campaign Lead, HCP & Consumer, social media
SYMBICORT KOL, Marketing Operations and Congress lead; increased field utilization of top thought leader speakers; resulted in 120% to plan
Speaker training resulted in an increased use of the top 25% of speakers in 2015
Congresses: 130% increase in customer engagement YoY; new innovation-based tactics
Director, Marketing – Cardiovascular Franchise; Chief of Staff (July 2013 to December 2014)
CRESTOR & EPANOVA – CARDIOLOGY (2 direct-line reports)
Launched first US based “All AZ congress campaign” at AHA, ADA and ACC; highest booth traffic in 10 years; 20% increase over AZ average; 12.5% of congress population attended as a unique visitor
Launched first CRESTOR quality measures strategy; with evolved segmentation and patient profiles
Launched social media driven non-branded YouTube communication channel
Sales leadership: Regional Director, District Sales Manager, Training & Executive Pharmaceutical Sales Overlay Princeton, New Jersey (Cardiovascular, Diabetes, Respiratory, Gastroenterology, Neurology)
Executive Pharmaceutical Sales Specialist – NJ Regional Overlay (April 2005 to January 2010)
2005, 2008 & 2009 - Circle of Excellence (President’s Club equivalent)
Circle of Excellence Top 10 rank in 2005 – ATACAND; Hypertension (Central NJ, Princeton)
2010 – 2012 National Primary Care Analytics and Managed Markets; enterprise lead
Mentored twenty-two new AstraZeneca Sale Specialists & Voted “Leader Among Peers” in 2005, 2007 & 2009