NEJLA ABBED
Senior Director, Marketing
Downingtown,PA
"If it excites you and scares you at the same time, it probably means you should do it."
Unknown
Summary
Creative Senior Consumer Marketing Director with success in building strategic business plans, and assessing unique market opportunities. Expertise in creating engaging content informed by research to connect with customers on their level and their time. Passionate leader with drive to do things right for the customer while building a successful brand. Expertise in lifecycle management and brand launch preparedness for both HCP and consumer marketing.
Work History
Senior Director, Consumer Marketing
ENDO PHARMACEUTICALS/ENDO AESTHETICS
Malvern, PA
01.2013 - Current
- Directed all research to inform creation of successful unbranded and branded launch campaigns-Really Cellulite and Butt First.
- Created full surround sound suite of assets leveraged across platforms: Facebook, Instagram, YouTube.
- Boosted website recall for key targets to 26%.
- Amplified core messages to 31% overall and with key targets 41%.
- Generated increased activity in all KPIs: website clicks doubled to over 200,000 with positive trends for click rate, find a specialist and paid social.
Director, Consumer Marketing
Endo Pharmaceuticals
Malvern, PA
06.2016 - 06.2019
- Lead on all consumer marketing Xiaflex, Peyronies Disease and Xiaflex Dupuytrens Contracture.
- Developed new branded and unbranded campaigns and 6 new patient testimonials.
- Maximized multi-channel marketing efforts
- Oversaw media buys for all digital marketing including TV.
- Increased site traffic by 53% and amplified qualified visitor rate
- Boosted clicks by 251% and CTR by145% YoY.
- Engaged in SMT/RMT disease awareness
- Managed multiple agencies of record.
Director, Marketing
Endo Pharmaceuticals
Malvern, PA
06.2016 - 06.2017
- Profit and Loss responsibility
- Worked to increase disease awareness through advocacy groups.
- Navigated Risk Evaluation and Strategy program.
- Acted as global lead for Bayer Licensing Agreement.
- Managed Specialty Pharmacy Distribution and Free Trial Program.
- Initiated new discount program for buy and bill customers.
- Developed and CRM engagement leading to open-rates over 25%.
Director, Established Brands
Endo Pharmaceuticals
Malvern, PA
04.2015 - 06.2016
- Managed non-personal marketing initiatives for LCM of established brands portfolio.
- Spearheaded pricing, promotion, divest/invest strategy and tactical plan for all non-promoted products.
- Grew Sales by 20%.
Customer Care, Key Account Manager
FIBROCELL
Chicago, IL
01.2011 - 01.2012
- Launched new to class cell regeneration product in 7 states.
- Promoted business opportunities through consultative selling.
- Trained biopsy and injection techniques to all providers.
Market Development Manager
GLAXOSMITHKLINE
Philadelphia, Chicago, PA, IL
01.2000 - 01.2008
- Improved regional ranking from lower 1/2 of nation to top 20% by directing sales force focus on key strategies.
- Increased share of targeted markets by 20% using multi-cultural marketing initiative.
- Established direct to patient grass roots "Healthcare Minute" initiative.
Education
Masters - International Business
09.1994 - 08.1996
Bachelor of Science - Marketing
Work Availability
monday
tuesday
wednesday
thursday
friday
saturday
sunday
morning
afternoon
evening
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Skills
Strategic planning and execution
Campaign development
Innovation
Sales management
Consumer and HCP Marketing
Product Launch
Digital Marketing
Lifecycle Management
Agency Management
Collaborative Leadership
Timeline
Director, Consumer Marketing - Endo Pharmaceuticals
06.2016 - 06.2019
Director, Marketing - Endo Pharmaceuticals
06.2016 - 06.2017
Director, Established Brands - Endo Pharmaceuticals
04.2015 - 06.2016
Senior Director, Consumer Marketing - ENDO PHARMACEUTICALS/ENDO AESTHETICS
01.2013 - Current
Customer Care, Key Account Manager - FIBROCELL
01.2011 - 01.2012
Market Development Manager - GLAXOSMITHKLINE
01.2000 - 01.2008
Boston University - Masters, International Business
09.1994 - 08.1996
University of Illinois At Urbana-Champaign - Bachelor of Science, Marketing
Overview
24
24
years of professional experience
2
2
years of post-secondary education