KEZIA ZITO
Chicago,IL
Summary
Inspiring Leader, Passionate Patient Champion, Brand and Launch Enthusiast.
Excellent communicator skilled in creating and implementing marketing and media strategy, executing budgeting plans and leveraging market research to identify customer needs. Demonstrated results-oriented professional with track record of delivering brand growth.
Overview
14
14
years of professional experience
Work History
Marketing Director II - Dermatology Portfolio
AbbVie
01.2023 - Current
- Lead responsible for all consumer strategy and execution across Abbvie's Dermatology portfolio including Skyrizi's Psoriasis and Psoriatic Arthritis indications, Rinvoq Atopic Dermatitis, and Humira Hidradenitis Suppurativa
- Respected people leader focused on development who guides and enables team to further develop their core marketing ability and showcase their ownership of projects and enhanced skill set
- Built optimized media strategy to drive efficient portfolio promotion driving franchise leading ROI for consumer promotion, as well as improved SOV across promoted brands
- Manage promotional budget of $500MM across dermatology franchise
- Recognized as Top 25 DTC Marketer by DTC Perspectives
Marketing Director - Dermatology
AbbVie
06.2020 - 12.2022
- Delivered best-in-class promotional campaign to support SKYRIZI breaking through a crowded market of thirteen competitors; Developed and launched Skyrizi campaign evolution building on strong brand equity to deliver consistent freshness and new news for the brand
- Launched PsA indication spurring significant market and brand growth driving strong patient request and cementing Skyrizi's #1 position in the psoriatic market
- Consumer lead for Abbvie's lighthouse brand for digital transformation driving content generation, digital
- Recognized as Best of the Best amongst in-house teams and with the Chairman's Award, Abbvie's highest commercial honor
Associate Marketing Director - Rhuematology
AbbVie
07.2017 - 04.2020
- Led development of integrated DTC campaign for the launch of Rinvoq including all creative positioning, messaging, promotional strategy; two campaign concepts tested above both HUMIRA and DTC norms in AI, and also performed exceptionally across believability, likeability and motivation to talk to their doctors
- Collaborated with professional and global teams in developing overarching brand fundamentals and positioning; built consumer value proposition aligning patient needs with the overarching Rinvoq brand story
- Oversaw strategy and development of all safety and label language for consumer facing tactics resulting in both clear and succinct major safety statement, ISI and GSS
- Collaborated with cross-functional team to develop compelling and substantiated value proposition for OPDP submission; pivoted to refine communication based on feedback
- Launched all day zero and full campaign assets including broadcast and digital ecosystem on time and on budget, driving early and consistent consumer engagement with Rinvoq
Senior Marketing Manager - Immunology
AbbVie
09.2015 - 06.2017
- Led development of first new Health System Value Proposition in six years
- New asset was developed with extensive collaboration with the Immunuology Account Executive field team and messaging was aligned with Triple Aim goals to drive HUMIRA in our unique channel
- Transformed new Value Proposition into an Interactive Sales Aid allowing the IAEs to build customized messaging appropriate for a variety of Health System Decisionmakers
- Oversaw significant research project illuminating unique financial dynamics in the health system channel resulting in a shift in strategic approach to promotion in the IAE organization
- Monitored and analyzed competitive activity in the biosimilar space and built promotional materials and educational tools to prepare IAEs to respond to customer inquiries regarding their introduction
Senior Marketing Manager - Hepatology
AbbVie
01.2013 - 01.2015
- Cultivated compelling consumer positioning for Viekira Pak, a treatment for Hepatitis C, that quantitatively tested in the top 10% of all BASES DTC concepts, and achieved parity versus a competitive product with significant convenience advantages
- Spearheaded strategic development of DTC campaign for Viekira Pak including establishing message elements, formulating promotional claims, and overseeing production, resulting in AI scores significantly above the norm for DTC advertising and a campaign that is highly motivating, insightful, and memorable to consumers
- Negotiated with internal medical and regulatory partners to optimize language for all risk and safety communication including broadcast major statement, print ISI, and Consumer Brief Summary, resulting in a 60% reduction in word count and simplified consumer language
- Built high quality OPDP consumer campaign submission package with regulatory partners which received limited comment from the agency, signaling alignment with both Abbvie's promotional claims strategy and streamlined safety approach
- Transformed mass reach media plan to highly geo-targeted plan to efficiently raise brand awareness and to effectively drive targeted consumers to request Viekira from their HCP
Senior Product Manager - Respiratory
Boehringer Ingelheim Pharmaceuticals
01.2012 - 08.2013
- Developed and executed consumer strategy for Spiriva, a double-blockbuster brand, pulling optimized messaging through all tactics including TVCs, print, digital, and patient materials
- Managed planning and led transition of responsibility for all consumer work streams during the sunset of a ten-year alliance agreement between Pfizer and BI
- Analyzed and refined marketing and media plans based on brand performance, competitive activity, and market trends to ensure least business impact despite 30% decrease in budget
- Launched strategic optimization of Spiriva's digital consumer platform, including the brand's first mobile website, streamlining branded and unbranded properties to better educate and activate patients to treat their COPD
Product Manager - Consumer Healthcare
Boehringer Ingelheim Pharmaceuticals
09.2010 - 01.2012
- Spearheaded launch of Dulcolax for Women, the key driver of growth on the brand's base sku, outperforming sales forecasts by more than $1MM with 60% of incremental volume
- Led development of breakthrough packaging and consumer communication strategy resulting in trade sell-in that exceeded goals and gained acceptance with critical food, drug, and mass
- Represented US Dulcolax brand on global innovation project to create and assess extendibilty opportunities resulting in four viable product concepts for testing
- Directed Health Care Professional marketing program for new product launch resulting in 50% increase in physician recommendations
Brand Management Intern
THE PROCTER & GAMBLE COMPANY
05.2009 - 08.2009
- Developed communication support model for launch of Tide Stain Release pretreater, a$20MM line extension, resulting in holistic marketing plan including message strategy, spending guidelines, and promotional tactics
- Analyzed competitive marketplace outlining potential threats to launch of Tide Stain Release and recommended adjustments to marketing plan to mitigate threat
- Created multicultural marketing strategy designed to drive trial of Tide Stain Release with unacculturated hispanic segment
Education
Master of Business Administration -
UNIVERSITY OF MICHIGANStephen M. Ross School of Business
Ann Arbor, MI05.2010
Bachelor of Arts - Journalism - Public Relations
UNIVERSITY OF NORTH CAROLINA
Chapel Hill, NC05.2000
Skills
- Building Brands
- Public and Media Relations
- New Business Opportunities
- Customer Engagement
- Department Development
Timeline
Marketing Director II - Dermatology Portfolio
AbbVie
01.2023 - Current
Marketing Director - Dermatology
AbbVie
06.2020 - 12.2022
Associate Marketing Director - Rhuematology
AbbVie
07.2017 - 04.2020
Senior Marketing Manager - Immunology
AbbVie
09.2015 - 06.2017
Senior Marketing Manager - Hepatology
AbbVie
01.2013 - 01.2015
Senior Product Manager - Respiratory
Boehringer Ingelheim Pharmaceuticals
01.2012 - 08.2013
Product Manager - Consumer Healthcare
Boehringer Ingelheim Pharmaceuticals
09.2010 - 01.2012
Brand Management Intern
THE PROCTER & GAMBLE COMPANY
05.2009 - 08.2009
Master of Business Administration -
UNIVERSITY OF MICHIGANStephen M. Ross School of Business
Bachelor of Arts - Journalism - Public Relations
UNIVERSITY OF NORTH CAROLINA
Similar Profiles
Fergani Anne-ClaireFergani Anne-Claire
Quality assurance specialist at AbbvieQuality assurance specialist at Abbvie
Edgar GarciaEdgar Garcia
Set-Up Technician I at AbbVieSet-Up Technician I at AbbVie
Benjamin CarnineBenjamin Carnine
Senior Clinical Sales Specialist II | Training and Strategy Lead at AbbVieSenior Clinical Sales Specialist II | Training and Strategy Lead at AbbVie
Aiden FateAiden Fate
Summer Intern at AbbVieSummer Intern at AbbVie
Chamere GraysChamere Grays
Payroll Assistant at Select RehabilitationPayroll Assistant at Select Rehabilitation