Summary
Overview
Work History
Education
Skills
Affiliations
Timeline
Generic

Cheryl S. Nigro

Mountainside,NJ

Summary

Results-driven healthcare marketing executive with 20 years of experience in strategic marketing for OTC and Rx brands. Demonstrated ability to design and implement successful campaigns, enhancing brand visibility and market share. Developed C-level relationships and leveraged strategic partnerships to drive business growth. Expertise in project management and team leadership, consistently delivering high-quality marketing results.

Overview

28
28
years of professional experience

Work History

Account Lead, MIA Leadership

BAUSCH HEALTH/A CELLA MANAGED IN-HOUSE (MIA) AGENCY
01.2024 - 07.2024
  • Built the account/client services offerings as part of a newly created managed in-house agency for Bausch Health brands
  • Defined SOPs to facilitate project management of both patient and HCP marketing communications for multiple brands
  • Managed team of PMs to ensure all work requests were delivered on time and on strategy
  • Nurtured relationships with all brand/product leads across the Bausch Health portfolio to generate assignments for the in-house agency ranging from Tier 3 to Tier 1 communications across digital and print channels
  • Personally responsible for securing Tier 1 assignments including redesigning websites to reflect best practices for engagement with brand messages

Director, B-T-B Marketing

MEDICAL KNOWLEDGE GROUP
01.2020 - 01.2022
  • Led the brand and marketing strategy, planning and tactical execution for seven agency brands under the holding company structure
  • Managed the budgets and assessed ROI across all media channels
  • Integrated with sales teams to support growth goals as part of leadership team
  • Developed relationships with all media vendors and tech support to execute successful campaigns
  • Created brand strategy and communications briefs to empower creative teams to design impactful campaigns
  • Managed digital footprint for all brands including improving UX for all digital assets
  • In partnership with CEO and CFO, identified potential companies for acquisition

Head of Marketing, Co-Founder

THE MARKETING AGENTS
01.2012 - 01.2020
  • The Marketing Agents specializes in collaborating with healthcare companies to integrate marketing innovation into their brand plans
  • Areas of expertise include pharmaceutical brands and consumer healthcare products
  • As Principal Owner, leads all aspects of business operations with a focus on customized client services, business development, and financial management around a partner network model
  • Grew from an initial projected revenue of $20,000 to an average yearly projected value of $1M specific to digital innovation programs
  • Executes company's strategic vision by identifying and working with partner companies, overseeing, and facilitating partnership logistics and crafting business plans
  • Leads branding and innovation strategy for pharmaceutical clients across diseases and treatments and develops communication plans
  • Works with clients to plan and embrace marketing innovations as well as oversees the execution of programs
  • These innovations change how patients, consumers, and healthcare professionals engage with their brands
  • Partner network consists of private companies that have created tech-platforms for the healthcare industry in the areas of AI/Machine Learning, interactive content, online communities, and SaaS-based behavior change programs
  • Services include Strategic & Innovation Planning, Mobile Apps for Professionals & Patients, Social Media Campaigns & Analytics, 3D & Interactive Content, CRM Program Design, Sales Enablement, Digital Design & Development, and Regulatory & Compliance Preparation
  • Clients: Novartis Oncology and Rare Disease, Celgene, PAR Pharmaceuticals

Executive Vice President, Global Health

PORTER NOVELLI, INC.
01.2012 - 01.2012
  • Directed new business development to reboot global health portfolio and develop new digital capabilities for the practice
  • Generated $1.5M in organic revenue
  • Managed a staff of twelve
  • Assisted clients in rethinking their marketing mix
  • Managed corporate communications strategies for a multi-million-dollar healthcare portfolio for clients including Merck cardiovascular, Bayer, Consumer Healthcare and Novartis
  • Led digital innovation to help companies such as Merck establish a social media footprint for their corporate brand
  • Leveraged Twitter and Facebook and directed strategy and content development
  • Oversaw corporate communications by leading process, strategy, and organizational structure

Senior Marketing Consultant

RETHINKIT, LLC.
01.2008 - 01.2010
  • Formed an independent consultancy in 2008 to focus on providing strategic marketing and business development services to agency and brand clientele in the healthcare sector
  • Specialized in long-term assignments marketing consultation services, business development planning, agency positioning, mobile marketing, and digital promotions
  • Clients: Sapient, New York, DataPositive, New Jersey, TCC Communications, New Jersey

Executive Vice President VP, Client Services & General Manager of New Jersey

MICROMASS COMMUNICATIONS, INC.
01.2006 - 01.2008
  • Planned and managed opening of New Jersey office to create a focused presence in the Northeast pharmaceutical corridor
  • Oversaw daily operations of office and planned for expansion of services and staff
  • Led new business development for this specialty healthcare agency whose core offering is RM, using a unique behavior-change marketing platform
  • Generated $4MM in new business in a 16-month period
  • Played key role in designing the new business and account service aspects of the 3-5-year strategic growth plan for Board of Director approval
  • Grew agency's book of business by 35%
  • Restructured account services group and managed skill development of a team of twelve staff members
  • Supported existing client accounts
  • Clients: Novartis Mass Markets & Oncology, UCB, Auxilium, Shire, Bowflex, GSK
  • Member of Executive Team
  • Managed risk effectively by implementing robust policies and procedures designed to mitigate potential threats to the business.

Director, Consumer Relationship Marketing

NOVARTIS PHARMACEUTICALS
01.2004 - 01.2006
  • RM expert within the multichannel marketing group
  • Served as strategic, tactical, and technical liaison between multiple CV brand teams and RM agency, DTC agency and IT/support teams
  • Crafted Novartis' largest RM/patient support program, the BP Success Zone, a national, behaviorally based support program for patients on Novartis CV drugs
  • This program generated critical performance results (and a 3:1 ROI) including successfully extending length of therapy on anti-hypertensives while enhancing the relationship with the PCP
  • Designed Relationship Marketing Center of Excellence portal to support use and understanding of RM best practices
  • Provided comprehensive management of interactive agency of record search for CV franchise with cross-functional team from brands, e-marketing, and IT/business solutions
  • Brands: Diovan, Lotrel, Trileptal, Exelon, Femara

Executive Vice President, Client Services

DVC WORLDWIDE, INC./DVC HEALTHCARE
01.1997 - 01.2004
  • Directed all Rx businesses within the healthcare division in Morristown, NJ as well as OTC businesses
  • Managed all account teams and built relationships with all clients to form strategic partnerships and further business growth and development
  • As a member of DVC Worldwide HealthCare Network Development Team, achieved the integration of the newly acquired medical marketing capability in Yardley, PA with the DVC Morristown portfolio of services
  • Served as the lead account person on all new business pitches and RFPs
  • Directed healthcare capability communications to prospects from 1999-2004
  • Played a key role in defining and positioning DVC's healthcare communications capability from a strategic business model perspective; launched multiple business building efforts internally and externally over a 3-year period
  • Orchestrated one of the first RX to OTC switches for Claritin
  • Planned, executed, and assessed breakthrough Rx experiential program for Xenical: “X Out the Fat Mall Tour” as pilot effort to test response from consumers, professionals, and FDA in eight major media markets
  • Launched National Retail Pharmacy Program for Celebrex (featuring patient education, lead generation elements and pharmacist education materials in 26,000 stores) and managed program for four consecutive years
  • Developed and managed first integrated communications plan and campaign for Marriott Senior Living Services, the assisted living, nursing care property of Marriott Hotels for three years
  • Achieved lead generation goals for sales force across US, created first DRTV and DR print and mail plan, and oversaw team of 10 (including media and production staff)
  • Designed strategic architecture and go-to-market blueprint for Prudential Healthcare's member services that generated their first life stage customized healthcare support program, the Prudential New Parents Program
  • Created Viagra's patient loyalty program construct and DTC brand positioning tagline, Love Life Again, by partnering with Pfizer US Team Leader
  • Orchestrated AOR pitch that led to winning the GSK Consumer Healthcare promotions business in 2000 for DVC
  • Selected as mentor for several mid-level account colleagues to advance skill sets in client service and strategic business planning
  • Clients & Brands: Pfizer: Celebrex, Bextra, Viagra, Lipitor, Schering-Plough: Intron A/Peg-Intron, Claritin, Dr
  • Scholls, Coppertone Roche: Xenical, GSK: Oxy Acne Treatments, Tums, Nicorette/NicoDermCQ, Ecotrin, Marriott: Assisted Living Services, Prudential Healthcare: New Parents Program

Education

Bachelor of Arts - Communication, The College of Communications And The Arts Journalism, Public Relations Emphasis

Seton Hall University
South Orange, New Jersey

Skills

  • Account and agency management
  • Business development
  • Talent development
  • Client services
  • Entrepreneurship
  • Innovation mapping
  • Health IT solutions
  • Social media marketing
  • Digital and mobile strategies
  • B2B and B2C marketing
  • Behavioral marketing
  • Customer relationship management (CRM)
  • Campaign management
  • Metrics and analytics
  • Integrated marketing strategies
  • Rx to OTC transition
  • Regulatory review processes
  • Patient relationship management (PRM)
  • Physician relationship management (PRM)
  • Content planning and strategy
  • Strategic planning

Affiliations

  • Current Member, Healthcare Businesswomen's Association
  • Current Member of Women in BIO (New York Chapter)
  • Member of New Jersey Institute of Technology's Health IT Connections Program

Timeline

Account Lead, MIA Leadership

BAUSCH HEALTH/A CELLA MANAGED IN-HOUSE (MIA) AGENCY
01.2024 - 07.2024

Director, B-T-B Marketing

MEDICAL KNOWLEDGE GROUP
01.2020 - 01.2022

Head of Marketing, Co-Founder

THE MARKETING AGENTS
01.2012 - 01.2020

Executive Vice President, Global Health

PORTER NOVELLI, INC.
01.2012 - 01.2012

Senior Marketing Consultant

RETHINKIT, LLC.
01.2008 - 01.2010

Executive Vice President VP, Client Services & General Manager of New Jersey

MICROMASS COMMUNICATIONS, INC.
01.2006 - 01.2008

Director, Consumer Relationship Marketing

NOVARTIS PHARMACEUTICALS
01.2004 - 01.2006

Executive Vice President, Client Services

DVC WORLDWIDE, INC./DVC HEALTHCARE
01.1997 - 01.2004

Bachelor of Arts - Communication, The College of Communications And The Arts Journalism, Public Relations Emphasis

Seton Hall University

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