Experience
Key Skills
Leadership | Communication | Agency Management | Budget Management | Project Management | Event Coordination Asset Management | Team Building | Creative & Critical Thinking | Strategic Thinking | SharePoint | Microsoft Office Suite | Veeva PromoMats
Focused on marketing strategy and boosting awareness of cardiovascular therapy amongst physicians in Tier 1 and 2 regions. Formulation of positioning, messaging, content, and programs shifting perspectives of cardiologists to develop therapy recommendation strategies globally through comprehensive market research and analysis. Trusted partner of the Brand and Digital Teams to establish advanced strategies in key markets.
- Designed, Developed, and Deployed KOD projects with activations in multiple regional and international markets, including US, Europe, Japan, ANZ, LATAM, EMEA, and Canada
- Developed and launched a new strategic marketing campaign globally; including updated strategic framework, design of a new globally influenced messaging guideline, persona segmentation, and creative for both print and digital activations
- Developed, Designed, and Managed key programs to amplify clinical evidence related to the diagnosis and referral of patients with severe aortic stenosis through the production of education aimed toward general cardiology community
- Organized and led an international, cross-functional week-long marketing summit event for cross-functional business unit marketers including Portfolio, Therapy Development, Patient, Strategy, and Professional Education teams to align on strategic objectives and AOP planning
- Improved internal activation strategies through project-focused communication, combined strategic design and development, and delivery of messaging and/or assets targeted toward assisting regional partners with both external market and professional development
- Managed key VOC market research and strategic initiatives and asset development surrounding diagnostic and treatment disparities and patient and referrer disease awareness
- DOL + KOL identification, persona segmentation, and development of appropriate strategic and therapy benefit training for regional partners
- Trusted go-to company partner with the regional EW THV marketing teams, portfolio, brand, digital, upstream, downstream, and events management groups
Edwards Lifesciences
Senior Product Manager, Int'l Therapy Dev.
October 2022 - Present
Managed promotional and educational asset development from inception to MLR review and final approval and release. Oversaw promotional budget and identified savings through negotiation. Spearheaded cross-functional collaboration with training and development teams, encompassing ownership of marketing and KOL speaker training process for 30+ HCP speaker bureau members. Developed B2B MD and OD engagement and education strategy from inception, including educational assets, speaker presentations, advisory board content development, market research, and webinars.
- Development of B2B MD and OD engagement and education strategy from ground up, including: value proposition development, educational assets, speaker presentations, Ad Boards, market research, and webinars
- Design and implementation of two new marketing campaigns for first of its kind product, including: branding, messaging, clinical value proposition design, asset creation and launch, and corresponding company swag delivery
- Guaranteed strong presence on social media sites, including LinkedIn and Twitter, through developing and managing digital and SEM strategy
- Managed Sales and Marketing Advisory and Response Team, comprising of top performing sales leaders and marketing to ensure strategic alignment and address needs promptly
- Cross-functional collaboration with training and development teams including ownership of Marketing and KOL speaker training process for over 30 HCP speaker bureau members
- Ushered in efficiency solutions to consistently monitor and report on the competitive landscape within the MIGS market
- Ownership and project management of global sales meeting planning team including: agency and budget management, speaker content, events, venue logistics, and attendee registration
- Ownership of promotional and educational asset development through management of external agencies and partnership with internal product, engineering, and regulatory teams
- Completed 200+ asset integration, vendor onboarding, project updates, and strategy updates within the 1st 8 months following acquisition of Ivantis, Inc.
Alcon, Inc
Product Marketing Associate
September 2019 - October 2022
Oversaw all promotional and brand content projects, including developing new marketing campaigns and concepts for portfolio and 6 product launches. Headed Marketing related HCP Education, Clinical Amplification, and Patient Resource creative and collateral initiatives. Executed innovative and publishing agency management for all surgical division boards. Controlled a $6M budget involving US Surgical Implants A&P forecasts and spending.
- Managed successful launch preparation and execution projects for five new surgical products between 2017-2018
- Managed several key marketing projects, including involvement in the creation of eight new Marketing Campaigns and concepts for our premium and standard market products in 2016-2017 alone
- Developed and managed Practice Development tools and resources inclusive of video archive, patient support tools, talk tracks, and brand messaging books
- Collaborated with key agencies to create surgeon and patient facing sales material from ground level to distribution throughout our national field sales team
- Developed and maintained strategic relationships with over 100 domestic and international KOLs
- Partnered with product management and Marketing Communications to develop tradeshow objectives and strategies
- Promoted channel strategy expertise to IOL, Laser, and Equipment teams to recommend most effective ways to disseminate information to our broad consumer base.
- Strategically managed Ad/Promo budget collaboration between product managers and finance teams within inclusive $250mm Surgical portfolio
- Developed and produced surgeon and patient facing sales material from ground level to distribution throughout our national field sales team
- Supported US Surgical Ophthalmic implant business encompassing 34 brands and over 3,000 SKUs
- Inventory control of over 200 marketing pieces
Bausch Health
Brand Content Manager / Marketing Specialist
March 2014 - September 2019
Education + Accomplishments
Chapman University
BA Public Relations and Advertising
Semester at Sea
Publications
Study Abroad
The Beat Goes On, published July 2024: Clinical Insights into Heart Valve Research
ARVO, Published Spring 2019: Ex vivo optical performance of 2 distinct aberration-neutral monofocal IOL designs
Continued Education
- Association of National Advertisers: Strategies for Creative Problem Solving
- Self Leadership II
- Conversational Capacity
- Content Marketing for Social Media
- Marketing: Conversion Rate Optimization
- Stories Every Leader Should Tell
- Project Leadership
- HIPAA Compliance
- Growth Mindset
- Free to Focus
- Culture Diversity in Business
Key Partnerships
I have had the privilege to work and partner with the best of the best. Continuing to learn from the relationships I have built is as important to me as adding to my professional network.
© 2024 Michelle Finnegan. All rights reserved.
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