Dorothy J (DJ) Sethares

Work History

VP, Marketing, Vaccines Business Unit

Glaxo Smith Kline/ViiV healthcare

03.2024 - Current

Accountable for $7b US Vaccines performance, including full portfolio of pediatric, adolescent and adult vaccines
Led team of senior directors across commercial business, including marketing, operations and digital, data and technology
Led launch readiness, portfolio optimization, marketing capability transformation, and commercial reorganization, leveraging individual and team strengths and identifying, recruiting and developing talent to build a strong, people centered culture.
Formulated and executed strategic initiatives to improve product offerings, customer engagement, and sales performance.

Field Vice President, Vaccines

Glaxo Smith Kline/ViiV healthcare

01.2023 - 03.2024

Accountable for Southeast Area (NC,SC,GA,FL, TN) Vaccines performance across the full portfolio (18 total), including adult and pediatric immunizations, fiscal responsibility for sales over $1Billion annually
Coached a leadership team of 12, sales team of 130, across a breadth of roles and responsibilities
Ranked #1 Area in the country (of 7) in all three priority brands, #1 Area overall.

Global Senior Marketing Director

Glaxo Smith Kline/ViiV healthcare

03.2021 - 12.2022

Accountable for global DOVATO strategy, positioning, campaign, data integration and optimization, and supporting localization and implementation
Led the global development of repositioning work, in close collaboration with US and priority European and International markets
Recruited, developed, and coached director talent to drive ambitious performance within the brand and global commercial team
Recipient of IPT Award, 2021, 2022; Trailblazer Award for Brand Champion in Diversity/Multicultural category by PM 360 (external award, across pharmaceutical industry).

Senior Director, Brand Lead

Glaxo Smith Kline/ViiV healthcare

04.2020 - 03.2021

Responsible for leading US ANORO marketing team across all channels (HCP, DTC and MCM), achieving annual gross sales of over $1.4B
Full P&L responsibility for brand in the US
Developed 3-year brand life cycle plan, driving operating profit through innovative marketing mix of activity and investment
Led targeted repositioning of brand, including both new globally co-created HCP campaign and new US DTC campaign
Selected as Women Leadership Initiative RTP Lead, delivering diversity and inclusion and development programs (2020, 2021)

Director, Brand Professional Lead

Glaxo Smith Kline/ViiV healthcare

08.2018 - 03.2020

Responsible for HCP Marketing efforts for TRELEGY, achieving annual gross sales of over $1.2B
Accountable for content and brand strategy, development and execution of HCP selling materials, including the creation of a new campaign from insight to implementation
Hired, managed, and promoted team with accountability for $150MM A&P budget
Developed all new data promotional claims from three major studies in partnership with R&D
Repositioned brand in 2019 to achieve 543% growth expectation over the next 3 years
Responsible for strategic alignment with digital customer experience team to ensure personal and non-personal field execution aligns with brand strategies and optimizes ideal customer experience in omnichannel implementation
Campaign nominated for Award Fierce Pharma, 2019, GSK Marketing Excellence Award Finalist
Recipient of IPT Award Innovation Performance and Trust, 2018.

Director, Digital Customer Experience

Glaxo Smith Kline/ViiV healthcare

03.2018 - 08.2018

Led the development of digital HCP content and rapidly evolved channel content, mix, and spend to drive top line performance
Led the Digital Cx Team across agency and vendor partners as well as cross-functional internal partners (Medical, IT, MCM) to achieve excellence and meet goals
Led business to business partnership operations with third party digital vendor, to accelerate digital innovation across assets and platforms.

Product Manager, Respiratory Marketing

Glaxo Smith Kline/ViiV healthcare

01.2017 - 03.2018

Responsible for development of launch promotional resources for sales force and point for multi-channel brand campaign development
Brand lead and point for multi-channel campaign development, including websites, direct to provider channels, and innovative digital marketing, including full launch plan development and implementation
Developed targeted segmentation model for multichannel optimization; innovated responsive, provider specific content.

Manager, Payer Pull-Through

01.2015 - 01.2016

Led innovation to simplify pull-through tools and resources and embed competitive pull-through messaging across Primary Care, which was scaled across organization to Specialty and ViiV
Developed GSK’s first pull-through campaign core messages; created Payer Market Liaison Role
Initiated reframe of competitive selling language in Primary Care, catalyzed by payer competitive closing
Primary Care Marketer of the Quarter, Q2/2016.

District Sales Manager

01.2014 - 01.2015

Recruited to GSK to lead a team of 6 sales professionals, rapidly expanded to cover team of 12 across CT, RI, NH, ME, and VT
Rated “Distinguished” in Evaluating and Coaching, “Exceptional” in Differentiating People
Ranked in Top 10% for market share in the region for Tanzeum.

Medical Device Sales Representative

Medtronic

01.2013 - 01.2014

Responsible for sales, implementation, and operationalization of Interstim Neuromodulation Device in specialty practices; accountable for 3.1 million dollar territory revenue in Boston academic and community hospitals
Initiated, developed, and supported strategic implanting centers, including support for account level reimbursement
Partnered to develop account/implanter practice systematic support, providing product and therapy technical support and service.

District Urology Specialty Sales Representative

Pfizer, Inc.

01.2011 - 01.2013

Recruited to return to Pfizer as Professional Healthcare Representative and quickly promoted to a specialty sales position in the Boston, MA territory
Represented Pfizer as a leader in the marketplace and informally within the region
Maintained a superior level of product, market, reimbursement, formulary, managed care, customer, and distribution knowledge to accomplish territory objectives
Identified and developed thought-leaders and area speakers.

Owner/Director of Marketing

DRJX LLC

01.2008 - 01.2011

Oversaw all aspects of the marketing function for The Last Stop Deli and Nauset Farms, two new start-up businesses
Accountabilities encompassed integrated marketing plans, brand management, consumer/retailer communication, product development, market research/analysis, business development, contracts, vendor relations, and fiscal accountability
Directed brand development including name, logo, slogan, brand awareness training and creative direction of seasonal advertising and promotional campaigns
Positioned the company for sale and sold in 2011.

District Sales Manager

Pfizer/Pharmacia

01.2004 - 01.2008

Promoted to lead regional product strategies, tactics, and metrics to exceed sales goals across MA, RI
Designed and implemented strategic account business plans to pull-through key formulary strategies
Hired, trained, and managed team of 12
Developed business plan and launch strategy in hospitals, MCOs, academic institutions, and private practices
Selected as 2005 Vice Presidents Management Club Winner, ranked 2/73 District Manager in Division overall.

Training Manager

Pfizer/Pharmacia

01.2003 - 01.2004

Created and implemented curriculum for migraine, COPD, OAB, Alzheimer’s, arthritis, pain, and schizophrenia, including selling skills, disease management, competitive positioning, and managed care
Winner of Upjohn “Beyond Tradition” Leadership Award
Coordinated with Marketing, Training, and Executive Committee to design and develop strategic product positioning for POA national rollouts and product launches, including Celebrex, Bextra, Axert, and Xanax XR.

Sales Representative, Cardiovascular

Pfizer/Pharmacia

01.2000 - 01.2002

Promoted cardiovascular, anti-inflammatory, migraine, and hypnotic therapeutic categories in the Boston territory
Recognized with 2001 Platinum Club Award as top national performer
Received District Excellence Award 2001, based on district leadership, mentoring new representatives, and regional impact.

Summary

Overview

Work History

VP, Marketing, Vaccines Business Unit

Field Vice President, Vaccines

Global Senior Marketing Director

Senior Director, Brand Lead

Director, Brand Professional Lead

Director, Digital Customer Experience

Product Manager, Respiratory Marketing

Manager, Payer Pull-Through

District Sales Manager

Medical Device Sales Representative

District Urology Specialty Sales Representative

Owner/Director of Marketing

District Sales Manager

Training Manager

Sales Representative, Cardiovascular

Education

Bachelor of Science Degree, Pre-Medicine Biological Sciences - Cum Laude -

Skills

Timeline

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