Advocate and patient for rare disease, with a goal to launch a nonprofit for patients with rare and chronic diseases by showing support and hope through the giving of flowers
Phanomsinh (Daisy) Pathoumnourack
Santa Rosa,CA
Summary
Passionate and driven marketing professional with over 10+ years of Biotech industry experience and 5+ years of integrated marketing communications experience leading the global integrated marketing communications strategy and execution for the global aortic product portfolio and therapies, which resulted in the following:
- Heli-FX Penetration in wide neck Endurant cases from 35.8% in FY2021, Q1 to 48.8% in FY2025, Q1.
- Launch of the first September Aortic Disease Awareness (ADAM) campaign in fiscal year 2021, resulting in 6 HCPs signing up interesting in attending aortic events, 4 HCPs hosting aortic events, 8 HCPs currently working with Medtronic employees on events, 3 HCPs ordering aortic disease awareness materials, and ADAM campaign evolving every year.
- Launch of the the Endurant mini campaign communications strategy within a 7 week time frame to plan and execute at a crucial time during the Valiant Navion recall, instilling customer's confidence in Endurant's durability and legacy of clinical success and maintaining AAA market share, while Valiant Captivia accounts ramped up.
- The Radiant balloon-expandable covered stent product launch in Western Europe and the Steerant aortic guidewire product launch in Canada and US, ensured seamless regional localization of tactical deliverables and omni-channel touch points.
- Refining accessories product messaging, updating across all tactical deliverables and for regional pick-up and localization.
- Leading the Valiant Captivia global marketing communications strategy and execution, resulting in 3,888 number of cases implanted with Valiant Captivia in FY25, Q1.
Overview
23
23
years of professional experience
Work History
Senior Integrated Marketing Specialist
Medtronic
01.2019 - Current
- Lead the global communications strategy and omnichannel campaigns across all touch points for Valiant Captivia, Heli-FX, Steerant, Radiant, Reliant, TourGuide, Sentrant, disease awareness initiatives, medical education and conventions support. Resulting in media placements with high engagement rates performing above industry standards year over year, at either 0.54% CTR industry benchmark, or 3X above industry. Paid and organic social held consistently above industry benchmark of 0.63%, with an exceptional FY24, Q3 notable performance of CTR rate of 8X above industry benchmark. HCP webpages continuously updated and optimized to better serve customers, resulting in a consistent average time on site of 1.78 minutes or 2-3X industry benchmark; showcasing the interests and engagement with customers.
- Strengthen collaboration with cross-functional partners (Regulatory/Compliance/Clinical teams) on quality review process to ensure highest quality and integrity of marketing materials messaging and data, developed as part of the broader campaign strategy, and sharing best practices.
- Build trusts and developed relationships with regional partners to alignment on global communication strategies, shared best practices, and regional localization of tactical deliverables are supported.
- Knowledge and understanding of vascular surgeons persona (splitters, loyalists) and secondary target audiences, tailoring the messaging of the aortic portfolio story, superiority and competitive differentiation -owning the AAA and TAA narrative.
- Adjust project priorities and campaign strategies based on the changes in the competitive market and budget.
Quality Assurance Analyst
Medtronic
01.2016 - 01.2019
- Led the migration of the Agile PLM quality systems to the Medreview Documentum (D2) quality system and sat as the liason for feedback on system optimization.
- Developed a process (i.e.. RS mailbox to manage requests) on how to communicate out and train new/onboarding employees to the Medreview system. Also rolled out training and grant author and approver access to D2.
- Mentored 3 team members to become subject matter experts in D2, which has led to 2 team members continuing to share their knowledge in other operating units of best practices and the Medreview process and efficiencies.
- Led the editorial guideline training of marketing materials for Aortic, Peripheral and EndoVenous.
- Led the Medreview process of reviewing and approving marketing materials for Aortic, Peripheral and EndoVenous, adhering to the regulatory and compliance standards.
- Played a critical role as a consultant to the SOP adpro process and improvements and provided insights/recommendations.
Customer Service Representative II
Endologix
03.2013 - 06.2016
- Managed inventory of products for hospital consignment accounts, sales rep trunk stocks, and shipments of products to hospitals for upcoming cases. For emergent cases, moved and tracked products via courier services.
- Collaborated on improvements to the Customer Relationship Management (CRM) system and optimized for ease of use and efficiencies for sales reps and tracking of products and courier services.
- Established new accounts in CRM and processed purchase orders and invoices from completed cases.
- Developed strong and trusting relationships with sales reps and ensured availability and delivery of products for upcoming cases.
- On-boarded new hires on roles, responsibilities and landscape of the business.
- Responded to customer requests for products, services, and company information.
Marketing Coordinator
Medtronic
05.2009 - 11.2011
- Coordinated and led meetings with cross-functional partners (Marketing, Regulatory, Legal, Clinical, R&D, S&T) on the review and quality system (Agile) approval of marketing adpro materials.
- Collaborated closely with integrated marketing and product marketing on upcoming campaigns, launches, data drops, conferences and MedEd events, to prepare and coordinate the review and approval process.
- Developed an internal site for marketing partners, as a one-stop shop for a library of resources as it relates to SOP quality process, templates, best practices and links to other internal sites.
- Training marketing staff to cross-functional partners on the SOP process and how-to use and navigate through the quality system.
Assistant Store Manager
Safeway
Santa Rosa, California
2005 - 2007
- Managed over 100 employees and daily operations of a grocery store.
- Maintained inventory control of perishable and non-perishable goods by ensuring proper turnover and number of goods ordered.
- Assessed employee performances and conducted quarterly reviews for front end checkers/cashiers and courtesy clerks. Additional one-on-one training to ensure proper training and alignment with company standards and procedures.
- Selected as one of the candidates to participate in additional management and leadership workshops.
Floral Department Manager
Safeway
Rohnert Park, California
01.2002 - 02.2005
- Managed a small team of employees in the floral department; ensuring schematics and floral designs meet company standards.
- Trained the entire team on how to manage a floral department, managed inventory, ordering and leading holiday promotions. Three members went to become floral managers in other stores/districts.
- Collaborated with department on the planning and execution of upcoming holiday events (ie., Valentine’s Day, Mother’s Day, Thanksgiving, etc.).
- Lead the floral department team to increase weekly sales and exceeded record high sales of 210% during Valentine’s Day for the year 2004.
Education
Bachelor of Science - Business Management
University of Phoenix
Tempe, AZ05.2011
Skills
- Research, Analysis and Data-Driven Decision Making: Strong knowledge of the AAA and TAA competitive market and the ability to dissect the right data and messaging to target audiences
- Strategic Thinking: Ability to see the "Big Picture" and develop comprehensive omnichannel marketing strategies for all of aortic products, portfolio and therapies with a strong track record showcasing business goals are met
- Communication skills: Confident in communicating out to leadership, cross-functional partners, vendors, and sales reps on projects, campaigns, product launches, and anything related to achieve the business goals
- Leadership: Experience in leading the global marketing communications strategies and collaborating with cross-functional partners in a highly regulated and matrix environment
- Marketing Expertise: Over 5 years of experience in leading and developing marketing communication strategies and execution, with a strong track record of key performance indicators of performing at or above industry benchmarks
Interests
Accomplishments
- Took 1st place in the 2020 International Toastmasters Speech Contest, Division G, District 57.
- First generation Asian American to obtain a Bachelor in Science degree and setting the stage for younger generations to achieve their educational goals.
Quote
"The meaning of life is to find your gift. The purpose of life is to give it away."
Pablo Picasso
Timeline
Senior Integrated Marketing Specialist
Medtronic
01.2019 - Current
Quality Assurance Analyst
Medtronic
01.2016 - 01.2019
Customer Service Representative II
Endologix
03.2013 - 06.2016
Marketing Coordinator
Medtronic
05.2009 - 11.2011
Assistant Store Manager
Safeway
2005 - 2007
Floral Department Manager
Safeway
01.2002 - 02.2005
Bachelor of Science - Business Management
University of Phoenix
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