University of North Carolina at Chapel Hill

La Salle University

Universidad de Belgrano

Executive Director, Marketing

Leading newly chartered global marketing organization to create truly global Electrolit brand by accelerating growth in current markets and expanding to new markets. Designing infrastructure to enable speed-to-market and best-in-class collaboration.

* Creating first-ever global brand positioning, consumer segmentation, and fully integrated communications strategy.
* Disrupting category through non-traditional go-to-market approaches, partnerships, and consumer experiences.
* Developing multi-year innovation strategy fueled by product launches and science-based lifestyle claims. 
* Building dynamic approach to harness deep consumer insights and data to aggressively advance digital capabilities.
* Leading efforts to expand global footprint by evaluating and entering new markets.

Electrolit USA

Global Vice President, Marketing and Market Expansion – Electrolit® 

Lead team to design and implement integrated brand strategy to build awareness and drive fulfillment, onboarding, and loyalty for $4.5B Enbrel® brand. Provide executive oversight of directors and managers leading specific teams drafting direct-to-consumer marketing, patient support services marketing, and agile-based innovation. 

• Revitalized brand performance (+$300M incremental revenue/year), reversed trend of YOY unit decline (+2% vs. -5%), and drove highest new prescription growth (+10% vs. -3%) in four years despite several new launches. 
• Created innovation team to advance agile/scrum process to integrate voice of consumers and healthcare professionals to co-create several new solutions and accelerate speed-to-market while reducing costs and risk.
• Led creative agency consolidation and focused teams to progress first-ever integrated brand positioning and segmentation that were pulled through in launch of first new mega campaign in eight years.
• Instituted integrated performance analytics to have first-ever, end-to-end view of brand performance with consumers resulting in enhanced optimization, increased ROI, and highest ad breakthrough in category.
• Received 3 awards – Stevie® Gold, DTC Perspectives Silver, 2020 Innovation Team award.

Amgen

Executive Director of Consumer and Patient Marketing – Enbrel® 

Tasked with driving brand consideration and engagement through direct-to-consumer marketing with $120M budget inclusive of all aspects of brand strategy/positioning, communications, digital/social media, media planning, and CRM. Supervised team of managers and senior managers, governed agency relationships, and directed cross-functional teams.  

• Devised and fulfilled ground-breaking three-year strategy yielding 20% incremental investment.  
• Expanded digital marketing by piloting five new media channels, technologies, and custom content partnerships producing four successes and one learning experience that became a model for powering innovation in the company.
• Pioneered first-ever social media efforts in Facebook and Twitter, both exceeding industry benchmarks by over 20%.
• Onboarded new media agency and redesigned production infrastructure to achieve over 30% in savings in non-working media to reinvest in programs to push demand.
• Received “Coach of the Year” within first year in company.

Director of Consumer Marketing – Enbrel® 

Led team of senior managers to increase brand recommendations and sales through strategic partnerships with healthcare professionals, personal/non-personal promotion, and new channel development for Listerine®, Band-Aid®, Neosporin®, and Polysporin® brands. Supervised agency relationships and served as key member of Marketing Leadership, Commercial Leadership, and Regional Franchise Leadership teams.

• Drove all-time high brand metrics: recommendation share from flat to +4 points, sales +20%, penetration +1 point.
• Led development of first integrated digital strategy that increased engagement with website, sales tools, and CRM. 
• Partnered with managed care and retail partners to drive Triple Aim efforts to increase awareness, advocacy, and access to proper oral health and wound care that resulted in four new pilot launches.
• PIloted team to two North American marketing awards for successful professional education and campaign launches.

Johnson & Johnson

Director of Healthcare Professional Marketing  – Consumer Healthcare

Oversaw P&L for $350M Splenda® brand including leading teams in all aspects of brand strategy, positioning, communications, digital and social media, media planning, PR, and consumer/trade promotion.

• Initiated Sweet Swaps (TM) strategy and campaign that stabilized share and grew key brand equity attributes.
• Promoted campaign that integrated PR and cause marketing with Vanessa Williams that earned national TV, print, online, and social media exposure propelling more than 160 million impressions.
• Unleashed fully integrated media activation in TV, print, digital, Facebook, CRM, and retail featuring Joan Lunden, Erika Vetrini, and Andrea Melcalf hitting 120M impressions while reducing non-working costs by over 20%.
• Revamped digital ecosystem, boosting all-time high engagement metrics in Facebook, CRM and search; launched first-ever initiatives with Twitter that earned #1 trending hashtag and Tumblr that was highlighted by Yahoo CEO. 
• Reenergized marketing and advocacy efforts by creating first-ever branded blog at J&J Consumer with social media campaign with the American Diabetes Association that drove 10x engagement on Facebook. 
• Streamlined efficiency, slashed costs, and elevated creative quality by cutting agency partners by 50%.

Senior Brand Manager – Splenda®

Oversaw P&L responsibility for $250M Sudafed® and Benadryl® portfolio including all aspects of brand strategy/positioning, communications, media, consumer/trade promotion, and new product launches. Supervised team of associates, directed agency relationships, and led cross-functional teams. Mentored others and active in MBA recruiting.  

• Led successful relaunch of Sudafed PE® and Benadryl® UltraTab (TM) Tablets valued at over $100M in year 1 sales.
• Oversaw custom activation with DIY Network’s Yard Crashers resulting in record-breaking levels of contest entries.
• Launched first-ever mobile site and commissioned first-ever social media initiative for Sudafed®.
• Named finalist for Digiday’s “Mobi Awards” for Benadryl® mobile creative.
• Created 3-year strategic plans to profitably extend brands into new media, multicultural, and customer channels.
• Awarded a “Standards of Leadership” award for excellence in people development and coaching.

Senior Brand Manager, Sudafed® and Benadryl®

Led innovation for $500M allergy portfolio including Zyrtec® and Benadryl® brands. Responsible for new product development (discovery, evaluation, screening, and development) and strategy development (identifying new therapeutic areas, building pipelines, exploring new business models, and defining brand claims).    

• Led two products valued at $24M past the feasibility stage to commercialization in first six months.
• Developed new white space strategy and business case for Rx > OTC switch project valued at more than $100M.
• Led cross-functional teams in strategy development to build three robust five-year innovation pipelines. 
• Commissioned 12 research initiatives including concept screens, positioning, focus groups and naming.

Senior Brand Manager/Brand Manager, Zyrtec® and Benadryl® Innovation

Led new product launches and oversaw communications and media for $250M Tylenol® Cold|Sinus|Allergy franchise. Managed healthcare professional marketing, customer strategy, packaging, forecasting and analytics for $120M Imodium® brand.

• Introduced $60M in new products that increased share and achieved over $1M in additional profitability above forecast.
• Launched $15M campaign with the brand’s highest scoring TV copy and first-ever proactive PR initiative.
• Launched healthcare professional initiative that grew share of recommendations by 4 points with 30% less budget.
• Implemented strategy that increased distribution, shelf presence and merchandising, driving a +2-point share gain.

Associate Brand Manager, Tylenol® Cold | Sinus | Allergy and Imodium®

Led team of one director, seven managers, and four associates responsible for $530M in sales in drug, grocery, dollar, convenience, wholesale, Hispanic, military, and alternative channels. Oversaw new customer and channel development. 
• Grew sales by 4.1% versus total company growth of 2.7% with $21M budget.
• Oversaw team that developed alternate trade channels that provided more than $20M in new business.
• Influenced organization to develop customized product pipeline for dollar stores and new markets.
• Promoted two employees during first 12 months; six direct reports received “Excellence” and “Leadership” awards.

Sales Director

Led customer marketing team and provided strategic sales leadership for $700M Adult Tylenol® franchise. Developed trade strategy, launch plans, and customer opportunities for $225M Tylenol® and Motrin® Cold|Sinus brands.

• Helped revitalize Adult Tylenol® to first positive share trend in four years, including launching $55M in new products.
• Launched 11 new products driving more than $130M in sales and the highest market share in brand history.
• Led cross-functional team in product prioritization effort to increase profitability by 11%.
• Received Leadership award in 2003 for customer strategy that resulted in 30% incremental investment.

Franchise Business Director – Tylenol®; Trade Marketing Manager – Tylenol®, Motrin® 

Managed national and regional food, drug, mass merchandiser, club, convenience, and wholesale customers.

• Received awards for customer leadership, forecast achievement, people development, and category management. 
• Received Leadership award for marketing strategy and launching $10M in custom products.
• Received four promotions; assumed additional responsibility that included training new hires.

John Kirkman