Catherine Lair
Miami,FL
Summary
Talented executive with expert leadership, planning, and organizational skills, built during a successful career. Smoothly equip employees to independently handle daily functions and meet customer needs. Diligent trainer and mentor with exceptional management abilities and a results-driven approach. Unique blend of pharmaceutical (prescription drugs), OTC, and mass-market skills.
Overview
23
23
years of professional experience
1
1
Certification
Work History
Senior Pharmacy Marketing Manager
Leadiant Biosciences, Inc.
10.2019 - Current
- Responsible for $45MM legacy-brand P&L: Matulane (chemotherapy for Hodgkin's lymphoma and used off-label for low grade glioma and cancers of the central nervous system), Abelcet (anti-fungal), Cystaran (eye drops for Cystinosis), and Carnitor (dietary supplement for primary and secondary carnitine deficiency)
- Revive struggling brands through action-plans, analytics, primary market-research, clinical data analysis, and digital activities
- Achievements: Matulane (+8% CAGR), Abelcet (+5% CAGR until discontinuation 7/2022), Cystaran (+5% CAGR despite branded competition), and Carnitor (+8% CAGR)
- Achieve departmental goals by developing marketing plans and executing strategic plans and performance metrics for the all drugs for the USA and CAN
- Support new commercial product launches and reduce operational costs through comprehensive process improvement initiatives and resource management
- Manage medical societies, promotion, and public affairs agencies
- Facilitate cross-functional collaborations for the completion of key projects, fostering strong working relationships among team members
- Attend medical-and-patient advocacy conferences.
Vice-President, Consulting
KANTAR Consulting (Part of WPP)
09.2012 - 07.2019
- Promote Kantar Consulting retail, sales, and shopper practice
- Advance offer across large client portfolio, including: Pfizer's Retail Center of Excellence (Japan), Bayer Custom Market-Research (Brazil), Large-and-Medium-small-Sized CPG, Non-Profit
- Led cross-functional teams for successful completion of major research projects with shoppers, and HCP (path-to-purchase, segmentation), and developed new shopper-journey research protocol for Colgate, resulting in client satisfaction
- Synthesized insights from multiple data-sources (macro-trends, syndicated POS data incl. IQVIA, shopper behavioral data, and custom research) to create effective retailer selling stories for clients
- Sold KANTAR Consulting technology-driven assortment-optimization tools to several clients
- Sold and led category-leadership stories, and long-term vision-development processes for several clients
- Developed new revenue stream by identifying growth opportunities and forging relationships with key industry players, resulting in $7+ MM sales increase through new client development
- Grew revenue (+15%) in US, Canada, Japan, and Latin America.
Director, Marketing and Sales, OTC Dermatology
Beiersdorf, Inc.
06.2005 - 07.2012
- Full P&L responsibility for Eucerin and Aquaphor, group's largest dermatological business, with over $200MM retail sales (Body Care, Face Care, Baby Care)
- Directed team of 46, including detailing sales force
- Increased company revenue by streamlining processes, and implementing cost saving measures, and increased Eucerin and Aquaphor business by + 50%, and attained #1 Position in Hand and Body
- Developed and implemented new long-term strategy for Eucerin, through extensive consumer research incl. segmentation, resulting in new brand-positioning, communication platform, product innovations, and breakthrough activation touch points (traditional and digital media) and tremendous growth
- Accelerated Aquaphor's growth through new primary target (moms), new products, and the power of 'word of mouth' marketing (PR, digital, social media) as well as pediatricians' recommendations
- Aquaphor healing ointment used with cancer patients on radiation therapy and for Moh surgery (skin cancer)
- Partnered with Key Opinion Leaders in dermatology and pediatrics
- Reestablished both Eucerin and Aquaphor as the #1 recommended brands by dermatologists and pediatricians and implemented a new physician-targeting strategy to improve efficiency of detailing and sampling
- Enhanced team collaboration through regular communication, goal setting, and performance evaluations
Marketing Director, NIVEA
Beiersdorf, Inc.
01.2001 - 05.2005
- Full P&L responsibility for NIVEA Body, NIVEA for Men, and NIVEA Bath Care with $150 MM retail sales
- Directed a team of 5
- Launched by developing and implementing strategic marketing campaigns for NIVEA for Men, first-ever mass-market line of men's skin-care
- Boosted brand awareness by launching strategic marketing campaigns resulting in NIVEA Body Market Position, from 10 to 4 in 2005
- Established new segments for the skincare category, namely: Skin-Firming Moisturizers, and Skin-Shimmering Moisturizers.
Education
Skills
- Accountable
- Staff development
- Operations management
- Expense tracking
- Collaborative
- Strategic
- Visionary
- Analytical
- Adaptable
- Flawless Execution
- Exceptional Leader
- Marketing Expert
- Market-Research
- Bottom-Line Focus
- Digital Expertise
- Pricing Strategy
- Quick Learner
- Microsoft Office Proficiency
Certification
- HIPAA for Pharmaceutical Employees - 2022
- The PhRMA Code - 2022
Passions
- Health Care and Medicine
- Central Nervous System
- Oncology and Immunology
Citizenship
Dual citizenship European and American
References
Upon Request
Languages
Spanish
Professional Working
English
Native or Bilingual
French
Native or Bilingual
German
Full Professional
Timeline
Senior Pharmacy Marketing Manager
Leadiant Biosciences, Inc.
10.2019 - Current
Vice-President, Consulting
KANTAR Consulting (Part of WPP)
09.2012 - 07.2019
Director, Marketing and Sales, OTC Dermatology
Beiersdorf, Inc.
06.2005 - 07.2012
Marketing Director, NIVEA
Beiersdorf, Inc.
01.2001 - 05.2005
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