KATIE DERBYSHIRE
Detroit,MI
Summary
Accomplished marketing executive with a successful track record spanning two decades in Pharma, MedTech, and emerging sectors across North America and China. Skilled in driving new product launches, leading cross-functional teams, and achieving sustained revenue growth in competitive markets. Expertise in developing go-to-market strategies, executing business plans, and managing multimillion-dollar commercial portfolios. Recognized for strategic thinking, impactful communication, and collaborative leadership with a patient-first mindset. Adept at navigating complex healthcare environments for transformative growth.
Overview
13
13
years of professional experience
Work History
Director Product Transition North America
Embecta, Formerly BD Diabetes Care
03.2024 - Current
- Co - Lead 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.
- Led cross-functional teams to improve product delivery processes and customer satisfaction outcomes. Including SKU rationalization, aligning Health regulatory bodies on approval dates, planning with manufacturing, demand and supply planning teams, and management and mitigation strategies for E&O Risk and B2B communication plans for North America.
- Established performance metrics to track project progress and ensure alignment with organizational goals. Including under $1M in E&O and no lost revenue over the duration of this project.
Director of Marketing & Sales
embecta Canada, formerly BD Diabetes Care
04.2022 - 03.2024
- 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.
- Exceeded expectations. 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
- Led the Sales and Marketing Team to 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.
- Worked effectively in fast-paced environments.
- Proven ability to learn quickly and adapt to new situations.
National Sales Director
BD Diabetes Care
06.2019 - 04.2022
- Lead a team of 14 Sales Associates and two Regional Business Managers, 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.
- Developed and implemented national sales strategies to drive market growth and enhance customer engagement.
- 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.
- Awarded the Sales Leader of the Year 2022 BD Canada
- Fostered relationships with healthcare professionals and stakeholders to expand brand visibility and trust within the diabetes care sector.
- Collaborated with marketing teams to design promotional materials that effectively communicated product benefits to target audiences.
- Expanded the company''s market presence by identifying and securing new business opportunities.
Provincial Manager - 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 Cardiology
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.
- Increased market share by implementing strategic marketing initiatives and conducting in-depth market analysis.
- Influenced and interacted with key stakeholders and Thought Leaders throughout Canada. Bayer Inc.
- Developed and executed strategic marketing plans to enhance product visibility in cardiology market.
- Led cross-functional teams to launch innovative cardiology solutions, aligning with corporate objectives and customer needs.
- Awarded the Transforming Medicine Bayer Global Award 2017
Area Business Manager Women's Health Account Spec
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.
- Developed training programs to elevate team competencies and drive revenue growth.
Senior Market Manager
Bayer China
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).
Education
Master’s in Business Administration -
Lawrence Technological University
Southfield, Michigan05.2004
Bachelor of Social Science - Political Science Major
Western Ontario University
London, Ontario04.1994
Skills
- Accountable for results
- Brand Launch Strategy
- Patient & Customer Centric
- Cross Functional Team Leadership
- Respectful Collaboration
- Strategic Forecasting and Business Planning
- Relationship building
- Strategic planning
- Decision-making
Career Highlights
- Led omnichannel strategy and product transition for $600M+ portfolio across North America, driving seamless product transitions and double-digit growth in a flat market.
- Increased core category share from 65% to 91% over two years through strategic brand planning, KOL advocacy, and personalized promotional programs.
- Directed cross-functional coordination of SKU rationalization, Regulatory body approvals, demand/supply planning, and B2B communications.
- Collaborated with global marketing, sales, and commercial insights teams to enhance execution and launch excellence.
- Managed marketing and sales teams of over 20 employees across regional and national levels; consistently exceeded KPIs and received top recognition awards.
- Launched innovative products in global markets including China
Awards
Recognized with Bayer’s Global Medal for Transforming Medicine., Awarded the Transforming Medicine Bayer Global Award 2018
Timeline
Director Product Transition North America
Embecta, Formerly BD Diabetes Care
03.2024 - Current
Director of Marketing & Sales
embecta Canada, formerly BD Diabetes Care
04.2022 - 03.2024
National Sales Director
BD Diabetes Care
06.2019 - 04.2022
Provincial Manager - Medical Portfolio
Emerald Health Therapeutics
10.2018 - 06.2019
Senior Market Manager Cardiology
Bayer Inc.
05.2015 - 10.2018
Area Business Manager Women's Health Account Spec
Bayer Inc.
11.2013 - 05.2015
Senior Market Manager
Bayer China
11.2012 - 11.2013
Master’s in Business Administration -
Lawrence Technological University
Bachelor of Social Science - Political Science Major
Western Ontario University
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