Global product manager

Member of the Senior Management Team reporting to the Country President. I`ve successfully lead several marketing and sales teams, up to 14 collaborators. Managed key leading brands and new product/indications launches.
With a top oncology lung brand within Portuguese market – Iressa -, I managed to minimize the negative impact of a mandatory price decrease, issued by the government in 2015, by compensating it with a volume growth of 12% with less 20% on product marketing costs in order to maintain P&L. On Ovarian market I launched in 2015, with success (all KPI’s achieved), Lynparza –orphan drug- without reimbursement (ATU-like program) neither clinical experience. On Lung market I launched in 2016 Tagrisso with success (all KPI’s achieved) also without reimbursement neither clinical experience. By introducing a new organizational concept, more efficient market segmentation, with reliable messaging, both products have achieved a fast market penetration with the number of patients treated above target (+30% and +50% respectively).
On the top of my main function I headed regularly strategic projects or assumed new roles within company. I successfully lead and developed an innovative compassionate use program, first in AZ and pioneer on oncology market. From, initial concept to monitoring phase, involving: general management, medical director, market access director, oncology managers, main internal supporting functions and the most relevant external oncology stakeholders, from hospitals administration level and direction of Portuguese Oncology Society to oncologists, nurses and oncology patients in general. 
I am responsible by relaunch of AstraZeneca Oncology improving its image through an effective and trustfully partnership with various KOL's and other stakeholders (eg patient associations, Hospital Administrators Associations).Increased AZ commitment and support in Oncology field - assessed by a GFK market research of Medical Department responsibility (1st on November 2014 and 2nd on November 2016) with improvement in all analysed categories and came for last to 2nd on KOL’s preferences between most important oncology companies..


Main Responsibilities:
•	Sets the strategic direction for the Business Unit. Develops team members, attracts and retains talents.
•	Leads sales and marketing teams within the Business Unit, employee satisfaction and fosters a productive work environment within the Unit and with cross functional team members (evaluated by Best Place to Work survey – 1st best place to work unit).
•	Responsible for Business Unit’s achievement of the agreed objectives, sales and investment budgets.
•	Refines and monitors marketing plans development and implementation on an on-going basis to ensure issues are resolved and new opportunities are exploited optimally.
•	Monitors and flags deviations from the strategic plan and ensure implementation across all relevant team members according with KPI`s. Ensures the BU`s compliance with business planning and SOPs.
•	Strategical and tactical alignment with the EMA zone and AstraZeneca's Global. Proactively maintain communication and Best Practices sharing with EMA Country Directors.

	
Main Achievements:
•	  Development and implementation of a new structural model of the Oncology Business Unit most appropriate to the current environment: organization by Disease Areas, redefinition of the competencies required for each of the functions (ex. verticality of the KAM function from administrative negotiation to scientific call). Implementation of a more affordable training program to develop competencies adapted to the needs of the market and increasing the competitiveness of the Sales, Marketing and Medical Teams
•	Ensured the effective implementation of Lynparza (olaparib), an orphan drug for the treatment of ovarian cancer with BRCA mutation, and Tagrisso (osimertinib) for non-small cell lung cancer with 790M mutation. Preparation of the launch of Immuno-Oncology
•	Developed and implemented a new activity monitoring tool to respond to the new challenges of the management model
•	During the two years and a half  in which I was the Business Unit Director of AZ, there was a double-digit increase in sales (+ 10% in 2016) and P&L on track increasing Sales Team motivation and commitment

Reporting initially to the Iberian Oncology Business Director and later to the Oncology EMA Vice President, my main objective was to consolidate the Business Unit and optimized the performance of the sales, marketing and medical team (indirectly), guaranteeing the growth of the business. 
Responsible for team coordination at the Iberian level and for the definition and implementation of sales, marketing and medical strategies and policies. I was in charge of up 20 collaborators, promoting and launching new key strategic brands and indications.
As member of the EMA Oncology Senior Management Team, I participated on the definition of strategy and tactics to be implemented in the EMA zone in collaboration of EMA Oncology Senior Team (Global Strategic Meetings and European Commercial Networking Meetings) 
On the top of this work, I was responsible for marketing and sales management of Targretin on EMA zone, an orphan drug for the treatment of cutaneous T-cell lymphoma, and by the coordination with commercial partners Teva and Sigma Tau.


Main Responsibilities:
•	Manage and coach sales and marketing managers (and medical), ensuring that planned activities and main business objectives are met.
•	Motivate Sales Force to achieve goals through brand strategy and tactical planning compliance with customer satisfaction accordingly with company values. Develop relationships with key stakeholders
•	Actively participates on brands strategy discussions in close partnership with the marketing and medical manager, refines and monitors tactical plans development and implementation on an on-going basis
•	Challenge the teams and functional area management in other departments to ensure that all business and tactical issues have been addressed and that the tactical plan is being implemented


Main achievements:
•	Launch and development of the Oncology Business Unit in Portugal (“start-up”)
•	Implementation of a new Business Management Model, with concrete and specific action plans by “Provincias”, in order to improve the performance of the Business Unit in Spain, and the consequent compliance qualitative and quantitative objectives above 100%
•	Introduction of a new communication model, transversal to the Departments of Sales, Marketing Access and Medical, ensuring that all departments of the company were aligned and knew the history of each stakeholder, giving their contribution to the business 
•	Development of synergic relationships between the teams from Portugal and Spain on planning and implementation of various activities together and optimized the human and financial resources between the two countries 

a Business Unit structure to a Marketing structure, developing team behaviour and changing work styles.
Redefined the strategy of several products, namely generics and OTCs.
Prepared the "generificação" of Sanofi's main products, through implementation of robust plans to defend from the generics launches: Plavix, Aprovel, Co-Aprovel and Taxotere, in the first two cases in partnership with BMS.

Main Responsibilities:
•	Development of the local marketing strategy on retail, hospital, OTC’s and generics drugs, ensures consistent implementation of the global marketing strategy adapted or not
•	Develop and coach direct report. Cultivates and develops KOL`s, product advocates, speakers
•	Assure tactical implementation. Drives the development of marketing tools and activities 
•	Provides input into public relations and pharmaco-economics strategy. 

As Director of the Hospital Business Unit and reporting to the Country Manager, I reorganized the Hospital Unit with the incorporation of a retail sales team to promote Lovenox on GP’s. After 1 year Lovenox became leader on retail segment and in 2010 represents 90% of all LWMH market (hospital and retail).
I was in charge of up to 65 collaborators and gross sales of 60M€.
Restructured the neurology team - Copaxone - and improved business relations with Teva, developing of a more accurate strategy in order to increase market share. After one year and half Copaxane increase MS from 12% to 20% and became second on the market and have the fastest MS market growth.
Oncology was divided according to the various therapeutic areas (breast, lung, prostate, gastric / CRC) - Taxotere, Eloxatin, Campto and Granocyte.

Reporting to Business Unit Director I was responsible for relaunch of the most important oncology drug of Aventis: Taxotere. After 2 years Taxotere became leader in its main indication, breast cancer, and had the best European market share.
In 2003 I assumed a senior position as Oncology Marketing Manager and became responsible for all Oncology portfolio – Taxotere, Campto and Granocyte.
After Sanofi merger I assumed a more senior position as Hospital Marketing Manager with 6 staff members on my responsibility (including medical advisor) and all hospital portfolio: Taxotere, Eloxatin, Granocyte, Tavanic, Copaxone and Lovenox.
Main Responsibilities:
•	Leads the development of the local marketing strategy, ensures consistent implementation of the global marketing strategy adapted or not. Key contact person for the headquarters on product issues 
•	Develop and coach direct report. Cultivates and develops KOL`s, product advocates, speakers
•	Responsible for tactical implementation. Drives the development of marketing tools and activities 
•	Monitors competitor activity, develop action to address them and monitors respective implementation
•	Forecasts product demanding, prepares, implements, monitors product and sales force budgets

Firstly I was responsible for the area of Oncology (Leucomax and Navoban) reporting to the Business Unit Manager.
Subsequently, as Product Manager of Dermatology (Lamisil) and GI (Zurcal) reporting to the Marketing Director.

Média Final: 16 valores

Pós Graduação: Programa Avançado de Gestão para Executivos (PAGE)

Pós Graduação: Programa Avançado de Marketing para Executivos (PAME)

Licenciatura em Ciências Farmacêuticas: 15 valores