Becky Orozco-Wu
Fallbrook,USA
Summary
15+ years’ experience in Life Sciences Global Marketing Strategy, Operational Excellence and Team Development for high-growth startups to Fortune 500s within the Medical Services (Oncology, Immunology and Cell Therapy) and Biotech industries. Revenue Growth Expert & Market Disruptor: Launched 60+ biotech products with $500M+ in global revenue. Cross Cultural Marketing & Growth Strategist (EMEA, APAC, LATMA, US): Grew global market by 11% YOY Marketing Innovator & Industry Expert: Increased CTR by 46% Trend Spotter & Customer Journey Visionary: Increased product adoption by 58%
Experienced with overseeing complex operational functions and implementing process enhancements. Utilizes leadership skills to drive team collaboration and meet organizational benchmarks. Knowledge of strategic planning and resource management for optimal operational performance.
Overview
13
13
years of professional experience
1
1
Certification
Work History
Sr. Global Marketing Manager of Clinical Solutions
BD Biosciences
11.2022 - Current
- Spearhead the execution of campaign launches for FDA approved flow cytometry diagnostic solutions including data analysis software, diagnostic instruments, lab automation platforms and IVD reagents designed to support Clinical, CRO and Biopharmaceutical organizations.
- Drive company acquisition branding and marketing integration.
- Manage clinical solutions education programs for clinical, CRO and biopharmaceutical organizations.
- Oversee marketing budgets, media buys and long-term commercial planning.
- Develop and drive digital marketing strategies leveraging social media, email automation, retargeting, account-based marketing, and 3rd party media.
- Manage global speaker’s bureaus of clinical and research KOLs for commercial presentations.
- Develop public relations strategies for product launches and executive visibility.
- Lead marketing excellence trainings, mentoring and talent development courses.
Global Marketing Manager of Research Reagents
BD Biosciences
08.2019 - 11.2022
- Transformed the global marketing strategy to fuel demand generation and brand presence.
- Strategized and redefined the customer journey from top of funnels assets to full lifecycle for CRO, BioPharma and clinical customers.
- Developed innovative product awareness/customer nurturing assets and digital interactive customer learning experiences (scalable conference playbook, tradeshow games, educational hologram displays).
- Partnered with cross-functional teams to design educational programs to establish scientific leadership and enhance global product adoption.
- Spearheads award-winning omnichannel marketing campaigns (digital, experiential, print, tradeshows, virtual events) that drive commercial launch/product excellence and establish the company as an industry leader.
- Developed and executed global commercialization campaigns of Totally Research Solutions comprised of spectral flow cytometry instruments, bioinformatic software and next-generation reagents.
- Innovated an eCommerce boosting strategy to streamline the reagent selection process and customer journey: designed online product selections tools within a unified, integrated ecommerce system.
- Drove commercial product launch excellence to maximize brand awareness and global adoption for flow cytometry, ELISA and other biomedical products.
- Successfully developed and launched reagent product marketing programs for translational oncology and immunology research.
- Managed a global KOL speaker bureau designed to drive product advocacy, enhance community receptivity and establish the company as the scientific partner of choice.
- Recruited and trained Women in STEM to increase talent visibility and elevate professional exposure.
- Created a culture of inclusivity by championing women in R&D and medical affairs: featured talent in product promotion and training videos and promoted scientific achievements externally.
Senior Marketing Manager
Exagen Diagnostics, Inc.
05.2015 - 08.2019
- Innovated and led the product strategy and messaging to early adoption and secure market dominance.
- Managed full product lifecycle: market research/strategy, brand development, print/digital ads, sales enablement tools.
- Built a national physician speakers bureau and training center: created an online portal, provided product trainings empowering experts to become national product advocates and participate in capstone studies.
- Conducted advisory boards with international KOLs and specialists to gain customer insights and influence marketing materials/messaging.
- Successfully launched omnichannel digital marketing campaigns (social, paid media): product awareness and remarketing strategy, community influencer partnerships, physician TV spots, informational videos.
- Innovated an integrated, real-time Patient Portal Service to optimize the full patient treatment journey: incorporated diagnostic tools and payment support increasing patient access and product adoption.
- Spearheaded a market shaping blueprint to drive brand awareness and market penetration: targeted and fostered strategic partnerships with physicians within the community, advocacy associations, academic centers, research sites and international KOLs.
- Partnered with Leadership to create a culture of inclusivity, appreciation and unified purpose.
Operations Manager of Market Development & Brand Strategist
Tri-City Medical Center
05.2012 - 05.2015
- Developed a physician recruitment and onboarding marketing strategy that attracted new clinician talent.
- Created branding for new medical offices using traditional media to increase physician visibility in the community.
- Improved physician acquisition by 45% & reduced the lag time in physician productivity ramp up by 55%.
- Increased overall surgery sign-up rates 35% with targeted marketing campaigns yielding 25% revenue growth.
- Achieved aggressive annual cost savings of $800K+ (cost-benefit strategies).
- Increased hospital system & ACO revenue by 25% YOY.
- Supervised operations staff and kept employees compliant with company policies and procedures.
- Conducted regular performance reviews, identifying areas for improvement and developing action plans to address them.
Education
Master’s - Business Administration, Global Marketing and Marketing Psychology
Bachelor of Science - Kinesiology & Health Promotion
Skills
- Healthcare
- Life Sciences & Biotech Marketing
- Omnichannel Campaign Development
- Digital Marketing Strategy
- Global Product Commercialization & Launch Excellence
- Communication Plans
- Diversity
- Product Lifecycle Management
- Brand Development & Management
- Public & Media Relations
- Talent Development
- Organizational Change Management
- Develop High-Performance Teams
- SEO & SEM Strategy
- Social Media Strategy
- Budget Planning & Management
- KOL Development & Management
- Product Training
- Marketing Research & ROI Analysis
Certification
- California Certified HIV and Reproductive Health Educator, California Department of Public Health
- Amazon Web Services (AWS) Academy Cloud Foundations
- Body Language Detection Certifications, C.A.S.E.
Awards And Accolades
- BD Global Marketing Excellence Award, 2021, 2022, 2023, Product launch excellence
- SARA Award for Brilliant & Bold Marketing Strategy, 2023
Languages
Spanish
Native or Bilingual
Timeline
Sr. Global Marketing Manager of Clinical Solutions - BD Biosciences
11.2022 - Current
Global Marketing Manager of Research Reagents - BD Biosciences
08.2019 - 11.2022
Senior Marketing Manager - Exagen Diagnostics, Inc.
05.2015 - 08.2019
Operations Manager of Market Development & Brand Strategist - Tri-City Medical Center
05.2012 - 05.2015
California State University San Marcos - Bachelor of Science, Kinesiology & Health Promotion
Louisiana State University - Master’s, Business Administration, Global Marketing and Marketing Psychology
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