Summary
Overview
Work History
Education
Skills
Corecompetencies
Languages
Timeline
Carrie Lapp

Carrie Lapp

Wayland,MA

Summary

Experienced commercial leader with a proven track record of driving strategic initiatives and delivering impactful results. Skilled in developing and executing comprehensive marketing campaigns, fostering cross-functional team collaboration, and adapting to evolving market conditions. Specializes in rare disease and specialty products, leveraging data-driven insights to optimize marketing strategies and align with business goals. Recognized for reliability, flexibility, collaboration, and a results-oriented approach.

Overview

20
20

+ Years of pharma/biotech experience

Work History

Head of Marketing Innovation in Healthcare and Patient Advocacy

GALDERMA
10.2023 - 08.2024
  • Developed a commercialization plan and go-to-market strategy for Biologic Coordinators (BC) to maximize the potential of Nemluvio for prurigo nodularis and atopic dermatitis launches
  • Built Galderma’s first ever BC speaker’s bureau to ensure broad awareness and understanding of Galderma Patient Services for Nemluvio and minimize potential for non-clinical barriers
  • Oversaw the BC marketing strategies, tactics and activities for the US launch of Nemluvio with responsibility for contributing to the brand P&L
  • Identified critical insights and created actionable programs to support the growth potential of the brand

Head of Acne and Rosacea Marketing

GALDERMA
05.2023 - 10.2023
  • Responsible for driving performance for the four marketed products in the acne and rosacea portfolio
  • Met challenging sales targets by leading the execution of brand plans with a focus on establishing priorities and message consistency
  • Supported the Galderma field based key account team (45 KAMs) with the most important business drivers with high ROI including peer-to-peer education and optimized messaging/HCP sales force promotion
  • Worked collaboratively with cross-functional teams to shape a united strategy and deliver objectives

Vice President, Portfolio Marketing

AKEBIA THERAPEUTICS
11.2021 - 10.2022
  • Led Akebia brands to deliver strong marketing plans, strategies, and tactics to support launch readiness and in-line brand performance
  • Led cross-functional Board of Director meeting preparations and presented to the Board
  • Reduced inefficient activities and developed a high performing, cohesive team focused on executional excellence
  • Focused cross-functional team to align to a launch plan to delivered on strategic imperatives and business priorities
  • Led a team of eight reports: two Senior Directors of marketing, their direct reports and two payer marketers

Senior Director Marketing, Auryxia

AKEBIA THERAPEUTICS
03.2020 - 11.2021
  • Elevated credibility and visibility of brand team, resulting in broad support for their promotions
  • Achieved field consistency, engagement, and alignment to messages and strategy by ensuring a strong understanding of the marketing rationale, resulting in improved ratings in field insight surveys
  • Achieved 100% retention by leading the brand team to continuous improvement in performance, execution, and morale

Director, Rare Disease Global Marketing and Commercial Lead

BIOGEN
09.2017 - 02.2020
  • Led commercial launch efforts for rare disease pipeline products for neurology and ophthalmology
  • Prepared the organization for commercial launches by developing an integrated product strategy, building an insight-based brand vision, value proposition, positioning and patient finding, targeting and annual brand planning
  • Collaborated cross-functionally with development team, medical, launch markets, legal and regulatory to develop target product profile, cross-functional launch preparations and ensure overall launch readiness
  • Formed the “Rare Disease Commercial Lead Team,” which was comprised of all global commercial leads of pipeline rare disease brands at Biogen to ensure consistency of approach and facilitate best practice sharing

Associate Director US Marketing, SPINRAZA

BIOGEN
01.2016 - 09.2017
  • Launched and led the SPINRAZA Core Launch Committee (cross-functional launch readiness team)
  • Developed an accelerated launch plan, drove accountability and execution readiness, established a culture of trust, motivation, and focus on the patient
  • Led, developed, and executed a cross-functional launch playbook
  • Led the development adult/teen strategy, in collaboration with Global, to effectively target these populations
  • Led the cross-functional Early Access Program (EAP) to commercial workstream to ensure every EAP patient had continuity of care when transitioning to commercial product

Associate Director, Embedded US/Global Marketer, SPINRAZA

BIOGEN
01.2015 - 01.2016
  • Led the US strategy development, long range planning with forecast, market outlook, and go-to-market model development (defined roles, sizing estimates, and territory alignments)
  • Established the Global Launch Operations Team
  • Led the team through multiple planning and timeline scenarios

Brand Operational Lead/Senior Product Manager, AVONEX

BIOGEN
10.2013 - 12.2014
  • Brand Lead for AVONEX brand, resulting in performance over $50M above plan by mid-year
  • Led cross-functional departments to align on and execute against AVONEX strategy and key success factors

Senior Product Manager, TYSABRI

BIOGEN
06.2011 - 10.2013
  • Pioneered the first Biogen Idec full Interactive Visual Aid (IVA), resulting in high field adoption
  • Led the integration of the new segmentation into brand strategies, tactics, and messages, resulting in improved performance

Consumer Marketing Manager, VIMOVO

ASTRAZENECA
  • Co-developed the consumer launch strategy and developed a cross-functionally aligned operational launch plan
  • Led the creative development for consumer campaign, creative tested above pharma/at Consumer Goods norms

Promotions Manager, SEROQUEL XR

ASTRAZENECA
  • Led development of strategic messages for SEROQUEL XR

Global Market Research Manager, SEROQUEL

ASTRAZENECA
  • Led international colleagues through a new, global branding and consistent approach to brand tracking resulting in a consistent view across markets for leadership

Education

Master of Business Administration - Marketing

Temple University

Bachelor of Science - Psychology

University of Connecticut

Skills

  • Team leadership
  • P&L and OPEX budget management
  • Forecasting
  • Strategic planning
  • Patient and HCP marketing
  • Product launch
  • Rare disease and specialty marketing
  • US and global marketing
  • Branding and message
  • Marketing analytics
  • Product positioning

Corecompetencies

  • People leadership
  • P&L and OPEX budget management
  • Forecasting
  • Strategy development
  • Patient and HCP marketing
  • Launch and mature brands
  • Rare disease and specialty marketing
  • US and global marketing
  • Branding and message development

Languages

Italian
Limited Working

Timeline

Head of Marketing Innovation in Healthcare and Patient Advocacy - GALDERMA
10.2023 - 08.2024
Head of Acne and Rosacea Marketing - GALDERMA
05.2023 - 10.2023
Vice President, Portfolio Marketing - AKEBIA THERAPEUTICS
11.2021 - 10.2022
Senior Director Marketing, Auryxia - AKEBIA THERAPEUTICS
03.2020 - 11.2021
Director, Rare Disease Global Marketing and Commercial Lead - BIOGEN
09.2017 - 02.2020
Associate Director US Marketing, SPINRAZA - BIOGEN
01.2016 - 09.2017
Associate Director, Embedded US/Global Marketer, SPINRAZA - BIOGEN
01.2015 - 01.2016
Brand Operational Lead/Senior Product Manager, AVONEX - BIOGEN
10.2013 - 12.2014
Senior Product Manager, TYSABRI - BIOGEN
06.2011 - 10.2013
University of Connecticut - Bachelor of Science, Psychology
Consumer Marketing Manager, VIMOVO - ASTRAZENECA
Promotions Manager, SEROQUEL XR - ASTRAZENECA
Global Market Research Manager, SEROQUEL - ASTRAZENECA
Temple University - Master of Business Administration, Marketing

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