Melissa Troop

• Led a team of two high-performing vaccine brand marketers (each receiving an excellence award for their contributions to the business) by fostering a culture of enterprise-wide thinking and enrollment.
• Supported the Executive Director of Marketing in developing Marketing's portion of the Commercial Pediatric Business Case that resulted in increased investment and commercial team expansion to accelerate growth in this key customer segment.
• Monitored market trends and competitive activity to identify potential risks and opportunities across the portfolio and led several cross-functional Rapid Response Teams to align and mobilize the organization behind them.
• Established quarterly Commercial and Publication Teams meetings to enable earlier, more proactive planning to shape and support brand strategies.
• Led strategic direction of Sales POA meetings to establish and align all commercial and business partners on the key objectives and supported the marketing team's development of key content.
• Made a difficult decision to reallocate internal resources and budget from brand non-personal tactics towards immunization rate tactics to meet shifting market/organizational demands, all while championing this change management and keeping brand team members engaged and morale up.

• Completed an IDN customer segment assessment and subsequent implementation plan with the Account Management team to drive growth and penetration in the IDN channel.
• Developed an IDN key stakeholder map and trained the Account Management team to enable deeper and wider customer engagements and shift from transactional to consultative selling.
• Partnered with HEOR team on an immunization rate model for all commercial and business partners to use with their key stakeholders to help drive flu immunization rates.

• Increased scope of responsibilities by building out and leading first-ever inside sales team (5 reps) at CSL Seqirus. Exceeded sales goals (doses and new customers) in first year.
• Led marketing workstream as part of cross-functional launch team for new formulation of FLUAD and drove 90% conversion in year one.
• Championed transformational organizational change to use RWE and HEOR data in promotional messaging to increase FLUAD's value proposition. Continually found ways to enhance and make this information more accessible to drive clinical decision-making with appropriate stakeholder.

• Developed FLUAD's first clinically differentiated brand messaging to meet organizations' business objective of shifting flu market from commodity market to differentiated market. Grew FLUAD revenue from 100M to +500M to date.
• Developed full suite of HCP personal and non-personal promotional materials and all training materials to raise brand awareness and market share growth.
• Launched first-ever brand ATU Study, SFE Study, and Field Advisory Board Team to continually optimize FLUAD messaging and sale execution.
• Identified gap within organization around budget management and created tool/process to manage OPEX budgets more effectively.

Managed a $15M territory promoting MENOPUR (injectable) and ENDOMETRIN (vaginal insert) to Reproductive Endocrinologists at IVF clinics across Maryland and Delaware. Top account included the country’s largest fertility clinic, Shady Grove Fertility (SGF) with over 40 HCPs and 28 locations. Developed quarterly business plans and pulled-through marketing tactics to achieve volume growth in a stagnant market and exceed the national market share average by 10%.

• 98.2% MENOPUR; 90% ENDOMETRIN attainment in 2017. Improved territory ranking 7 spots.
• 111% MENOPUR; 93% ENDOMETRIN attainment in 2016
• Key member of SGF Strategic Account Team providing field insights to create partnership opportunities
• Key member of Field Advisory Board whose feedback led to sales playbook and objection handler

• Key member of Global Project Launch Team for REKOVELLE (injectable), Ferring’s largest product launch in 5-year business-planning period. Supported multiple global marketing workstreams for launch preparation including positioning, core messaging, brand guidelines, promotional and sales training materials for regional adaptation, and internal and external communication plans.
• Developed Global Fertility Network Directory of over 30 Fertility Centers of Excellence to support franchise vision of becoming the scientific and commercial leader by facilitating exchange of knowledge amongst KOLs.

• Supported market research and business intelligence initiatives across multiple therapeutic areas and products ranged from early stage R&D to in-market. Research included ATUs, market landscaping (primary and secondary sources), and segmentation.
• Contributed to Ferring’s first market research training series for APAC region marketing teams.

Held several positions of increasing responsibility over 5 years (see below) and contributed to EUFLEXXA (biologic) brand growth of nearly $100M ($80M - $175M)

• Supported Senior Brand Manager in the development and presentation of annual and 5-year brand plans to senior leadership.
• Developed strategic imperatives and tactical plans to support HCP promotion through field sales, speaker programs, and congresses.
• Evolved EUFLEXXA clinical sales message and promotional materials based on market research insights and supported training at national sales meetings.
• Managed promotional, medical education, and reimbursement support agencies, coordinated the MLR review process, lead the Field Advisory Board to gain field insights, built KOL consultant relationships, and managed an $11M A&P budget.
• Appointed to 6 cross-functional committees to initiate company-wide improvements and setup SOPs.

See above.

See above.

• Executed marketing tactics for 7 brands across the $650M US PAS business including 2 product launches valued at $23M.
• Developed marketing materials and accompanying sales training in support of clinical sales message, coordinated trade show presence, managed non-personal promotion in medical journals, and built a custom ordering portal for top strategic account, Quest Diagnostics.