Iliana Ucha Atayde
Toronto,ON
Summary
Demonstrated record of success in marketing leadership, customer relations and campaign management. Knowledgeable about budget administration, product launches and partnership development. Proficient in Diabetes, Cardiology, Oncology, Neuroscience and Woman's Health therapeutic areas.
Overview
21
21
years of professional experience
1
1
Certification
Work History
Sr. Marketing Manager
Diabetes • Sanofi Canada
03.2022 - Current
- Diabetes portfolio sustain double digit growth 2023 vs 2022.
- Leveraged diabetes data insights from surveys, previous campaigns and market research to develop targeted marketing initiatives for Canadian insulin market.
- Oversaw 7 yearly projects from concept through completion to ensure sustainable growth
- Utilized knowledge of online strategies for HCPS search engine marketing and media marketing to maximize campaign results.
- Established and managed overall business plan for Insulin's diabetes portfolio
National Sales Head-Oncology
Sanofi Mexico
12.2020 - 03.2022
- Developed and implemented effective sales strategies and led nationwide sales team members 8 direct reports achieving sales targets.
- Trained and developed exceptional sales leaders as KAM to be able to focus on end to end process of hospital service to ensure all patient will have their treatment available when will need it.
- Negotiated and closed agreements in public and private institutions and monitored and analyzed performance metrics.
Franchise Sales and Marketing Head
Neuroscience & women's Health & Diabetes • Sanofi Mexico
11.2019 - 12.2020
- Boosted neuroscience and woman's health portfolio awareness and generated leads while managing internal and external marketing campaigns and programs.
- Met and exceeded sales and growth goals by maintaining relationships with both customers and vendors.
- Planned marketing initiatives and leveraged referral networks to promote business development through pharmacy chains, hospitals and HCPs
- Created company brand messaging, collateral materials, customer events, promotional strategies, and product commercialization.
- Transforming promotional model from F2F to 100% digital due pandemic impact with great success to engage HCP via remote
Marketing Head/Launch Readiness Manager
Diabetes • Sanofi Mexico
08.2017 - 11.2019
- To ensure successful product launch sales uptake during 1st six months.
- To drive excellence in execution by develop category fast and easy to adopt.
- To Consolidate right portfolio co-positioning for right patient.
- Thrived in fast-paced, highly-adept team to develop and prioritize product features and build product roadmap on time to lunch.
- Documented user stories, specifications, and product features into detailed work order to communicate across teams and build mandatory requirements.
- Communicated effectively with team members to deliver updates on project milestones and deadlines.
Sr. Product Marketing Portfolio Manager
Diabetes & Cardiovascular
07.2016 - 08.2017
- Launch new product for gut with accelerate uptake reaching 2nd place in Market Share at 1st 6 months.
- Drove marketing initiatives for Cardio and Diabetes to increase product visibility and market performance.
- Supported marketing programs and campaigns for cardiologist and rheumatologist with content and messaging to drive demand.
- Developed strategy and managed market communications that drove product demand.
- Performed thorough market research and competitive analysis to understand and effectively communicate product value proposition.
Sr. Product Manager
Diabetes, New Launch• Janssen
04.2013 - 07.2016
- Co-lead with Global Brand team the local launch plan for a new therapeutic area SGLT2 inhibitors providing insights on local ecosystem, trends and care pathways therapeutic awareness level, main prescribers and referrers along the patient pathway to inform the strategic development process and adapting it to the local context.
- Developed adequate tactics from the strategy to develop core initiatives for the brand & indication(s) and to implement them consistently and measurably during the Launch phase.
- Tracking KPI's and metrics to measure commercial performance
- Define and executing commercial pre-launch activities in collaboration with cross-functional launch team and the country Launch lead (e.g., Medical, Market Access, Public Affairs).
- Developed accurate forecasts based on market insights and market research data to quantify long-term revenue potential and launch ROI.
Product Marketing Portfolio Manager
Diabetes & Cardiovascular • Merck
12.2009 - 04.2013
- Collaborated with sales teams department to define positioning and messaging and plan market launch, public relations and personalized campaigns for diabetes and cardiovascular products.
- Drove marketing initiatives for endocrinologist, cardiologist and general practitioner to increase product visibility and market performance.
- Communicated value and position to sales team and developed tools to support selling process.
- Supported marketing programs and campaigns that could impact directly in to the patients live for example a "drawing your disease contest"
Product Manager
Roche
03.2006 - 12.2009
- Co- Created new brand messaging Osteoporosis therapeutic area, collateral materials, customer events, promotional strategies, and product commercialization for doctor and Patients.
- Developed and implemented marketing strategies to use for new launches, rebranding campaigns and promotions ATL, DTC and HCP campaigns.
KAM/Sales Representative
Roche Pharmaceuticals
03.2003 - 03.2006
- Manage over 10 calls per day F2F being sales top performer representative and KAM nationwide.
- Secured high-value accounts through consultative selling, effective customer solutions, and promoting compelling business opportunities.
- To develop business plan by account to ensure metabolic portfolio growth.
- Handled HCPs, Pharmacy chains, hospitals relations issues, enabling quick resolution, and client satisfaction.
- Resolved customer issues quickly to close deals and boost client satisfaction.
- Maintained relationships with customers and found new ones by identifying needs and offering personalized services.
Education
Certificate - Business Administration And Management
Wharton's Business School
Philadelphia11.2021
MBA - Business Administration And Management
Egade Business School
MEXICO12.2009
Bachelor of Marketing - International Marketing
Universidad Del Valle De Mexico
Mexico12.2001
Skills
- Project Management
- Market Segmentation
- Budget Oversight
- Cross-Functional Collaboration
- Digital Marketing Experience
- Sales Leadership
- Sales Expertise
- Product Development
- Sales Strategy Familiarity
- Business Negotiation
Certification
Business Model Innovation in digital age -Wharton Executive education.Business Leadership-IPADEAgiles Methodologies Digital Marketing
Languages
English
Full Professional
Spanish
Native or Bilingual
Timeline
Sr. Marketing Manager
Diabetes • Sanofi Canada
03.2022 - Current
National Sales Head-Oncology
Sanofi Mexico
12.2020 - 03.2022
Franchise Sales and Marketing Head
Neuroscience & women's Health & Diabetes • Sanofi Mexico
11.2019 - 12.2020
Marketing Head/Launch Readiness Manager
Diabetes • Sanofi Mexico
08.2017 - 11.2019
Sr. Product Marketing Portfolio Manager
Diabetes & Cardiovascular
07.2016 - 08.2017
Sr. Product Manager
Diabetes, New Launch• Janssen
04.2013 - 07.2016
Product Marketing Portfolio Manager
Diabetes & Cardiovascular • Merck
12.2009 - 04.2013
Product Manager
Roche
03.2006 - 12.2009
KAM/Sales Representative
Roche Pharmaceuticals
03.2003 - 03.2006
Certificate - Business Administration And Management
Wharton's Business School
MBA - Business Administration And Management
Egade Business School
Bachelor of Marketing - International Marketing
Universidad Del Valle De Mexico
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