Summary
Overview
Work History
Education
Skills
Accomplishments
Certification
Timeline
Generic

Rhodora Marie "Bing" SALANDANAN

Philadelphia,PA

Summary

A passionate sales and marketing leader with over 15 years of local and global experience with a track record of successfully leading people and developing innovative and customer-centric solutions that drive the achievement of business goals and address patient needs

Overview

19
19
years of professional experience
1
1
Certification

Work History

Marketing Director, Pediatric Vaccines Portfolio

GSK
08.2023 - Current
  • Designs and executes brand and portfolio strategic and operational plans
  • Directs development of customer insights, oversight of omnichannel strategy, and performance measurement
  • Supports development and management of short and long-term forecasting/budget for each asset
  • Partners with sales, medical, government affairs, and global franchise teams to drive understanding, alignment and execution of the brand and portfolio strategic plans
  • Partners with NPS Lead on pre-launch assets

Senior Global Marketing Manager, Neisseria

GSK
05.2021 - 07.2023
  • Global lead of the co-created US series completion campaign, "2&U," which aimed to highlight HCP responsibility in dose completion among adolescents (initial results show an increase in HCP series completion responsibility, 82% vs. a target of 63%, US ATU Oct 2022).
  • Championed a multi-stakeholder EU Accelerate Initiative, Bexsero @Full Potential, which resulted in 100% localization of six co-create EU LOCs and helped contribute to EU's 5% growth by amplifying parents' Willingness to Vaccinate (WTV) survey findings and supporting cohort expansion thru the launch of the highly localized adolescent campaign to aid HCP disease education and drive adolescent vaccination action.
  • Successfully led the 2023 Neisseria BP process by closely collaborating with multiple global and local stakeholders to develop insights and data-driven plans. Designed engaging and relevant global roll-out webinars to achieve world class NPS scores of 90 for Strategic Plan and 91 for Operational Plan.
  • Lead in strategic opportunity identification (De, Br) and agile partnering (De) among co- create LOCs – insights gathered informed future strategies for the brand.

Senior Global Marketing Manager, Above Brands

GSK
01.2020 - 04.2021
  • Led the successful development and completion of the Above Brands’ 2021 business plans and 2022 Strategic plan in close collaboration with medical partners and eight co-create teams (five LOCs - US, UK, Es, Ca, and Br and three brand teams – Shingrix, Bexsero, and Boostrix)
  • Led the multi-stakeholder and data-driven 6-week creation and launch of GVC’s post- COVID HCP campaign, Every Vaccination Counts, which went live in 42 LOCs, translated into >10 languages, and served as a tool for GSK to re-engage our customers. Survey showed an 80% increase in vax discussion and a 40-70% increase in vax recommendation.
  • Global commercial lead for GSK-Philips Digital Partnership aimed to increase reach and pediatric vaccines awareness among parents. The partnership went live in 12 LOCs, reached 22M parents and a KPI performance of 15x above the benchmark one year after launch.

Senior Manager, MCM

GSK
09.2018 - 12.2019
  • Launched global Boostrix campaigns - 'Shattered Chest' HA co-created with De, It, Aus, and US; conducted a 4-week sprint for MI Label update to get ahead of competition
  • Led a global agile matrix team to develop and launch a Neisseria parent awareness solution, ‘Growing with You' in Germany - 85% HCP willingness to use as conversation starter with parents (De IPSOS, 2019)
  • Led and championed agile marketing ways of working in developing pilot MenB conversation starter concepts in Q4 2019 – insights and learning fueled the development and launch of GSK-Philips partnership in 2020 and Bexsero waiting room experience solution in 2021.

Business Unit Lead, Specialty Care

GSK
09.2016 - 08.2018
  • Successfully led a business franchise composed of 3 marketers, 3 specialist reps, 3 First Line Sales Leaders and 26 sales reps and a dedicated matrix team from medical, training and commercial operations by providing strategic direction and regular monitoring of balanced scorecard to ensure delivery of commercial and financial goals
  • Consistently achieved business unit sales target (2017: 109% at 21% growth; 2018: 116% at 41% growth) with >100 EI for key brands - Keppra, Lamictal, Duodart and Bactroban by leading the development, launch and flawless execution of integrated and insights driven HCP, trade and lay campaigns and solutions
  • Championed robust selling excellence (100% MR proficiency in GSO) and implementation of integrated multi-channel marketing (MCM) area and territory business planning by First Line Sales Leaders and sales reps
  • Launched and executed partnerships - medical society partnerships to help increase HCP reach and drive continuing medical education among our doctor specialists; Hospital trade partnerships to deter brand switching and cross-TA partnerships thru SKU positioning to increase brands’ share of voice (SOV)
  • Championed people development and progression by ensuring robust support for capability building thru training, coaching, and mentoring
  • Led and developed relations at C-suite level within the business and customers

Marketing Manager, Vaccines and Respiratory

GSK
08.2013 - 09.2016
  • Led the successful development and launch of multiple innovative and relevant campaigns to increase disease awareness, drive brand differentiation, and accelerate vaccine tender implementation (Performance: 109% Vax; 100% Respiratory)
  • Launched MyBakuna.com, the Philippines' 1st patient vaccination compliance portal; "Pangarap mo, Protektado", GSK Philippines 1st vaccine preventable disease (VPD) awareness Youtube channel
  • Effectively managed rotavirus and pneumococcal NIP vaccination awareness and roll-out in partnership with Department of Health
  • Launched 1st asthma disease awareness campaign, "Asthmalaya" in partnership with medical societies and pharmacy chains
  • Launched selmeterol flanker brand to maximise independent trade channel opportunities

Senior Product Manager, HPV, Allergy and Derma

GSK
01.2009 - 09.2013
  • Led Cervarix vaccine access launch to increase awareness from 12% to 88% by 2012
  • Grew Cervarix to become 2nd biggest market in Asia Pacific, North Asia and Japan with 75% market share thru integrated marketing efforts and launch of innovative partnership with institutional businesses (B2B), medical societies and advocacy groups
  • Led restructuring of Derma portfolio strategy thru brand, SKU and channel positioning, and launched trade promo and distribution initiatives that turned around performance of focus brands Physiogel AI at 21% growth and Physiogel Cleanser at 25% growth

Medical Scientific Liaison, HPV

GSK
01.2006 - 12.2008
  • Engaged thought leaders on the science of cervical cancer disease and prevention
  • Led development of HPV masterclasses to help OB Gyne to take a more active role in vaccination
  • Worked with OB Gyne medical society to launch 1st vaccination recommendation for women in the country, Immunization for Filipino Women

Sales Representative

GSK
11.2004 - 11.2006
  • Turned around territory business performance from 20% to 50% market share through scientific differentiation, robust HCP and pharmacist profiling and implementation of hospital programs
  • Consistent silver and gold award sales performer

Education

Bachelor of Science - Cell Biology

University of The Philippines
Philippines
03.2000

Skills

  • Marketing Excellence
  • Operational Excellence
  • People leadership and development
  • Continuous Improvement

Accomplishments

  • 2022 GER Award for leading Neisseria Operational Plan
  • 2021 GER Award for EU Accelerate, Bexsero @ Full Potential
  • 2021 GVC Breakthrough Award – Every Vaccination Counts Campaign
  • 2021 GVC Breakthrough Impact Award – GSK Philips Partnership
  • 2021 GER Award for Every Vaccination Counts
  • 2020 GER Award for Growing with You Parent Solution
  • 2019 Emerging Markets Winning Performance Team Award for #makeeverycallcount
  • GSK Philippines Employee of the Year Awardee - 2010, 2013, 2014, 2015, 2016, and 2017
  • 2016 – 2018 Multiple Global Employee Recognition Awards for role in GSK PH for marketing excellence, relaunch excellence of Priorix-tetra, media activation, transition to new pharma operating model, HCO partnerships and sales leadership
  • 2017 Global Dermatology Awards Switzerland, Best in HCO Engagement
  • 2016 GSK Asia Emerging Leaders, Scalathon Team Champion
  • 2012 Global Cervarix Team Award, Best in Experts Engagement
  • 2011 Emerging Markets All Star Awards for Excellence in Brand Management
  • 2010 Global Cervarix Team Award, Excellence in Execution
  • 2010 APNA Presidents Award for Launch Excellence
  • 2010 Philippine Quill Awards Excellence in Communication Management
  • 2009 Philippine Quill Awards Excellence in Advocacy Communication
  • 2008 GSK STAR Awards, MSL Team Award

Certification

  • INSEAD Executive Education Online Certificate, Leading in a Transformative World, March to Jun 2021
  • Accelerating Women’s Leadership Development (AD) Program, 2020-2021
  • Certified Digital Marketing Professional, DMI, 2021
  • Asia Emerging Leaders Program, March to Sept 2016
  • LOC Marketing Excellence Lead, 2015 - 2016
  • Certified Accelerated Delivery Program (ADP) Practitioner, 2015

Timeline

Marketing Director, Pediatric Vaccines Portfolio

GSK
08.2023 - Current

Senior Global Marketing Manager, Neisseria

GSK
05.2021 - 07.2023

Senior Global Marketing Manager, Above Brands

GSK
01.2020 - 04.2021

Senior Manager, MCM

GSK
09.2018 - 12.2019

Business Unit Lead, Specialty Care

GSK
09.2016 - 08.2018

Marketing Manager, Vaccines and Respiratory

GSK
08.2013 - 09.2016

Senior Product Manager, HPV, Allergy and Derma

GSK
01.2009 - 09.2013

Medical Scientific Liaison, HPV

GSK
01.2006 - 12.2008

Sales Representative

GSK
11.2004 - 11.2006

Bachelor of Science - Cell Biology

University of The Philippines

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Rhodora Marie "Bing" SALANDANAN