Cathy Martin Email & Phone Number

Rahway, New Jersey, Us

Indianapolis, Indiana , Us

Denver, Colorado, Us

*Strategic Planning and Execution for established and emerging businesses: Evaluation and/or design of a company, product or capability and develop a roadmap to success. *Marketing and Launch Planning: Development of comprehensive product launch plan or existing brand plans*Due Diligence and Assessment: Comprehensive review of the target company's activities, strategies and assets, with a specialty in marketing and product portfolio assessment.

Melbourne, Florida, Us

Greenfield, In, Us

Successfully integrated parasiticides marketing team from two distinct merged companies, leading major portfolio including #1 flea and tick product in retail and ecommerce space. -Lead marketing activities for expanded $1.3B para portfolio which includes veterinary channel, large retail, ecommerce, and brick and mortar products. Lead marketing across all aspects of the funnel, DTC campaign management, digital and social media and retail.-Manage largest single Elanco portfolio, in largest business unit, while maintaining business continuity, including creation and execution of 12 brand plans including 5 new DTC campaigns. -Navigated crisis management due to misleading article involving core product; helped develop multichannel, multi-factoral campaign to effectively combat negative media and rebuild brand trust.

Greenfield, In, Us

Led acquisition and Integration of Elanco and Bayer Animal Health for two largest areas – US Pet Health and Global Marketing Organization. -Provided comprehensive organizational structure and business recommendations to support integration.-Ensured continued business continuity of key brands and business activities while navigating condensed timeline of 12 months. -Delivered Day 1 organizational readiness for US Pet Health and Global Marketing Organization

Greenfield, In, Us

Responsible for identifying, leading and/or developing current and future strategic planning for the US Pet Health Business. Worked closely with leadership to identify, resource, and develop critical capabilities required to achieve long term larger Elanco and/or Elanco US CA goals. -Compiled comprehensive CA industry overview and developed recommendation for corporate strategy. -Evaluated multiple business deals including Bayer acquisition-Attended launch of company IPO

Led and built US marketing team following acquisition of Novartis Animal Health and subsequent vaccine acquisition. Responsible for setting marketing and sales strategies, demand generation, fostering employee engagement, developing marketing capabilities and creating brand awareness for Elanco Animal Health in North America. Oversee all aspects of marketing Elanco’s existing and new products and brands. Drive demand to achieve sales, market share and profit targets.-Built and led the NA Elanco Animal Health marketing team through the Novartis acquisition and integration, building a combined team with new responsibilities and expanded portfolio. -Built brand and demand generation strategy for US Companion Animal portfolio of 60 brands. -Doubled product portfolio rapidly and launched 8 new product innovations within 18 months of acquisition. -Successfully integrated acquired vaccine line while simultaneously leading 2 successful launches in parasiticide and osteoarthritis categories. -Attained employee engagement scores of 82% versus goal of 80% despite challenging integration.-Drove significant enhancement in marketing capability including acquisition of key talent in social and digital.

Led overall global Companion Animal Health marketing and business strategy to achieve sales, market share and profit targets. Managed Companion Animal Health marketing team members at the Global, Regional and Affiliate levels in all Elanco CAH markets, including the U.S., Western Europe Australia, Canada, Latin/South America, Asia Pacific. -Established global marketing function for pet health, identifying organizational needs, ways of working, procedures, and responsibilities. Mentored and developed marketing talent.-Led development of portfolio strategy, creating robust pipeline for pet health products. -Served as core team member to evaluate purchase of Novartis Animal Health.

Greenfield, In, Us

Hired to manage all aspects of marketing to launch Elanco’s Companion Animal Health business unit including two new products. Increasing responsibilities to manage a more complex and broader portfolio and grow the company's presence in pet health.-Achieved +117% versus sales plan in 2007, +231% growth versus prior year in 2008, +41% versus prior year in 2009, and +77% growth YOY in 2012. -Overcame major product issues prior to launch of Trifexis; achieved blockbuster status within one year and +200% to sales plan. -Guided go-to-market strategy and positioned Elanco Companion Animal Health as trusted source for delivering innovative products and value, recognized by 90% of veterinarians in one year. -Recruited and hired key management and team members to lead the Companion Animal Health business category-Interface with R&D to develop key product pipeline to sustain future growth

Topeka, Ks, Us

Developed and implemented global business-to-business and consumer marketing programs to increase brand awareness and trial. • Worked with several key business geographies to gain strategic and logistical alignment, including Europe, Japan, Latin America, Far East, Australia and South Africa.• Created and maintained a global internet catalog that provided Hill’s regional offices and distributors with access to marketing materials and technical information.• Collected and interpreted data to assess market trends, including competitive environment, market share, pricing, distribution and disease category trends.• Served as main point of contact for advertising agency. Developed creative briefs, provided agency direction and reviewed creative materials for regulatory and strategic significance.• Identified opportunities within all international markets to expand sales of products and grow market share. Managed packaging and A&P budgets exceeding $2M.