KATIE DERBYSHIRE
Detroit
Summary
An Agile Strategic Marketing Director with over 20 years' experience in both Pharma/MedTech across multiple markets including Canada, United States and China. Experienced in new product launches, optimizing efficiencies across teams, campaign development and execution and driving overall growth. Proven track record as a strong collaborator across all levels of the organization, including Executive, Global, and Regional, as well as building cross-functional partnerships. Recognized as a trusted leader by being open and building rapport, leading to high-performing teams.
Overview
22
22
years of professional experience
Work History
Director of Marketing /Lead Product Transition
embecta Canada, formerly BD Diabetes Care
01.2024 - Current
- Co - Lead (ongoing) the transition of legacy product portfolio over to embecta spanning 90 SKUs totaling over 600M in revenue for North America, to ensure seamless transition for patients.
- Ownership of all planning of all cross functional coordination of the end-to-end process of including SKU rationalization, aligning on Health Canada approval dates, planning with manufacturing, demand and supply planning teams, and management and mitigation strategies for E&O Risk and B2B communication plans for Canada.
- KOL Leadership, build advocacy and lead regular interaction with key stakeholders and opinion leaders.
- Developed Long range plan including bottoms up build of targets and revenue commitments to the organization, Annual operating plan and go to market plan for sales teams.
- Capitalized on market disruptions and opportunities to drive continuous growth in a flat to declining market, resulting in growth of 10% above market.
- Collaborated with Global Marketing Team to ensure embecta brand building within the Canadian market.
National Director of Marketing & Sales
embecta Canada, formerly BD Diabetes Care
Toronto
04.2022 - 01.2024
- Lead team through spin off from BD Diabetes Care business to become embecta Canada including establishing new business processes, launched new systems and other significant spin off activities to stand up embecta as a new organization.
- Full accountability for a team of 2 Regional Business Managers, 5 Marketing Managers with 16 Territory Managers.
- Overperformed year over year and won Region of the Year in 2022 and 2023 for embecta across over 100 Countries.
- Ownership of GPO RFQ/RFP process and business relationships.
- Lead all decisions for marketing and sales strategic direction and share of category grew over the two years from 65% to 91% in core business with over 10% in revenue YOY growth in FY23 and FY24 for Canada.
- Proven People leader with exemplary reviews on building employee engagement and trust as evidenced consistently in two-year back-to-back employee survey.
- Exceptional Impact Award Recipient for Fiscal Year 2023.
National Sales Director
embecta Canada, formerly BD Diabetes Care
06.2019 - 04.2022
- Lead a team of 14 Sales Associates and one Regional Business Manager, executed the strategy and delivered 70M plus in sales of Conventional pen needles as well as Safety pen needles in both community and institutional settings.
- Participated in all strategic and resource decisions for the Diabetes Care Division in Canada.
- Acted as member of the Sales Leadership Team across BD Canada business units with a focus on defining and implementing common benchmarking, key metrics, and rigor across all businesses.
- Acted as a Mentor in both the Global BD Mentorship program as well as BD Canada Mentorship program.
- Delivered the annual strategic review for the Sales Channel to the Global BD Diabetes Leadership Team.
Provincial Manager (ON/Atlantic) - Medical Portfolio
Emerald Health Therapeutics
10.2018 - 06.2019
- Hired as employee #20 in Emerald Health commercial start up organization.
- Recruited and built a diverse sales team responsible for all aspects of on-boarding training, coaching, performance management to meet and exceed established KPIs.
- Engaged on a regular basis with cross functional partners such as Marketing and Product Development.
- Supported Marketing team with regular agency engagement and provided market needs and insights to drive strategy and materials.
- Spearheaded a customer driven approach to build Medical Cannabis preferred partnerships in ON with 70 agreements established in 2 months.
Senior Market Manager Xarelto
Bayer Inc.
05.2015 - 10.2018
- Lead integrated strategic brand planning process across all functions.
- Acted as Global member of Country Task Force Team with a focus on setting global brand strategy and messaging.
- Developed and implemented key national strategies and tactics for entire sales force to ensure overall sales achievement of over 180M.
- Managed marketing promotional budget of over 13M.
- Influenced and interacted with key stakeholders and Thought Leaders throughout Canada.
Area Business Manager Women's Health Account Specialist Team ON/Atlantic
Bayer Inc.
11.2013 - 05.2015
- Managed Specialty Sales Representative Team in ON/Atlantic Canada delivering approximately 10M in sales.
- Coached and developed leading to growth opportunities for specialty sales force.
- Delivered over 10M sales target and manage all A&P budget of 11 Sales Representatives.
- Ensured executional excellence alignment of overall WH marketing strategy at the salesforce level.
Senior Market Manager
Bayer China
Beijing
11.2012 - 11.2013
- Responsible for the development of the 5 Year Strategic Portfolio Women's Health 2014-2020 including winning SBP Presentation Award.
- Acted as Global Leadership Team WH liaison - attended and presented at Global Strategy meetings quarterly on China WH overall market and progress.
- Developed and implemented launch strategy for key WH Brand for 2013/2014.
- Chaired cross functional task force for new system development, sourcing, and implementation of all promotional materials (impact 4800 pharma employees across China).
- Lead Marketing Innovation project - developed, sourced and piloted innovative technology and techniques to roll out at management team level.
- Managed out-license partnership with China company for a key men's health pharma product.
- Lead Cross Functional Task Force responsible for assessment of marketing and business capability proposals of China Strategic Partnership Project (in licensing and outsourcing of key products).
Marketing Manager
Bayer Inc
Toronto
06.2009 - 10.2010
- Maintained relationships with key customers through regular communication.
- Developed marketing strategies based on corporate objectives and market trends.
- Planned and facilitated meetings to share marketing plans and explain future business goals.
- Evaluated the effectiveness of marketing campaigns using analytics tools.
- Coordinated with sales teams to develop mutual approaches to problems and opportunities.
Territory Manager
Bayer Inc
Windsor
02.2003 - 06.2009
- Provided training and support to team members on product knowledge, sales techniques, and customer service best practices.
- Met or exceeded established targets for revenue growth month over month.
- Led training sessions for sales representatives to enhance product knowledge and sales techniques.
- Established relationships with key customers and Thought Leaders in the area.
Education
Master of Business Administration -
Lawrence Tech University
01.2004
Organizational and Career Development Certificate Program - Focus in Marketing, Economics and HR
University of Windsor
01.1996
Bachelor of Political Science -
University of Western Ontario
01.1994
Skills
- Bayer Global Assessment Center Program
- Negotiating to YES
- Marketing Excellence Program
- LEAD – Leadership Niagara Institute
Work Authorization
Eligible to work/reside in the United States, 11/19/24
Special Recognition
- Embecta 2024 Hungry Mindset Award Winner
- Embecta Region of the year 2022, 2023, 2024
- Embecta 2023 Exceptional Impact Award
- Bayer Global Medal for Transforming Medicine
- 5 Year Brand Plan Development Award China
- National VP Club Winner 2005
- National VP Club Winner 2003
Timeline
Director of Marketing /Lead Product Transition
embecta Canada, formerly BD Diabetes Care
01.2024 - Current
National Director of Marketing & Sales
embecta Canada, formerly BD Diabetes Care
04.2022 - 01.2024
National Sales Director
embecta Canada, formerly BD Diabetes Care
06.2019 - 04.2022
Provincial Manager (ON/Atlantic) - Medical Portfolio
Emerald Health Therapeutics
10.2018 - 06.2019
Senior Market Manager Xarelto
Bayer Inc.
05.2015 - 10.2018
Area Business Manager Women's Health Account Specialist Team ON/Atlantic
Bayer Inc.
11.2013 - 05.2015
Senior Market Manager
Bayer China
11.2012 - 11.2013
Marketing Manager
Bayer Inc
06.2009 - 10.2010
Territory Manager
Bayer Inc
02.2003 - 06.2009
Master of Business Administration -
Lawrence Tech University
Organizational and Career Development Certificate Program - Focus in Marketing, Economics and HR
University of Windsor
Bachelor of Political Science -
University of Western Ontario
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