Heather Bertha Email & Phone Number

New York, Ny, Us

Parsippany, New Jersey, Us

Cambridge, Ma, Us

•Headhunted to adopt newly created role to lead strategic design, development, and execution of integrated digital strategy for NA region across all business units, including marketing automation and demand/lead generation efforts. •Demonstrated effective customer engagement implementing integrated digital campaigns targeting B2B accounts with customer centric content based on audience insights; an initiative drove 1500 registrations, 1100 attendees (73% attendance rate)•Built and fostered a lean high performing digital team of three to deliver scalable multichannel campaign strategies and tactics; team known for collaboration with key commercial stakeholders around content marketing, campaign planning and field execution. •Spearheaded agile development of end-to-end lead management process and digital requirements in collaboration with IT, Sales, Sales Enablement, and Marketing to support pipeline goals, including effective nurture and handover of MQLs. •Advanced the region’s first digital content platform to optimize the customer experience and provide an effective way to deliver our content and messaging through multiple channels. 3 educational initiatives drove 2700 engagements in less than 12 months.•Launched quarterly newsletter with 80% educational offerings and 20% company/product related, grew subscriber base 52% within two quarters with organic promotion only (organic channels and nurture campaigns)•Developed and delivered reporting processes and KPI metrics; drove meaningful measurement to demonstrate effectiveness of digital initiatives across platforms and channels; demonstrated first mid-campaign optimization, and defined engagement, and financial benchmarks

Caldwell, Nj, Us

Adjunct Faculty - Business/CIS/Healthcare Marketing

West Des Moines, Iowa, Us

Propelled by my analytical mindset this role allowed me to delve further into marketing analytics. I directed and coordinated brand launch/re-launch client-focused promotions with budgets of $500K up to $10M, operating within various challenging constraints. Working from client perspective, I developed measurement and assessment tools and methodology that determined campaign effectiveness. I executed corrective solutions and employed functional strategies to further advance optimal performing tactics and realigned ineffective paths. Consistently worked with the framework of cost-effectiveness. As Vice President, I sourced business development opportunities and cultivated key clients to propel growth and business objectives. Success is a collaborative effort that one that stems from building and coaching high-performing cross-functional teams and establishing a platform for advancement, this has always been my management philosophy. With knowledgeable and driven teams, cohesive and effective messaging campaigns with exponential growth potential can be affected.ANALYTICS ➨ Employed KPI’s to set benchmarks to measure and assess campaigns’ effectiveness. Applying assessment tools, I targeted the pertinent drivers that propel sales, brand engagement, and market positioning.RESULTS ➨ $500K savings achieved through innovative restructuring of email promotion campaign.STRATEGIC INITIATIVES ➨ Integrated measurement analytics; evaluated competition, market and budget challenges, and client objectives. Developed insightful and effective tactics to optimize market conditions to drive sales and effectuated results that maximized ROI.RESULTS ➨ Doubled revenues within 1st year.DATA VISUALIZATION ➨ Beyond dashboards, I leveraged my pharmaceutical expertise and collaborated with industry experts to develop granular strategies with contextual messaging which optimized dollar-for-dollar performance and increased brand awareness.RESULTS ➨ Continued client retention YOY.

Equipped with my track-record of success, tenacious marketing spirit, and business acumen I architected the business plan, strategy, mission, and vision to launch this successful marketing venture. Leveraging my excellent client relations alongside my long-standing reputation of high-performing promotional and exceptional branding campaigns, I quickly assumed contracts for two pharmaceutical brands. Managed the development of multichannel marketing strategy and tactical execution support. Employed my formidable pharmaceutical expertise and my exceptional analytical skills to create and develop positioning tactics in collaboration with client objectives which launched brands’ success.With my astute knowledge of brands composition, I composed training materials for a leading pharmaceutical company’s Oncology Key Account Team with focus on EHRs. Additionally, I collaborated with an Oncology EMR expert to assist in training demonstrations for the Account Teams to ensure team was equipped with knowledgeable, persuasive, and comprehensive brand insight.Entrepreneurial Vision➨ Business Development ➨ Strategy Execution ➨ Financial Accountability

Reading, Uk, Gb

Actively sought out to launch a speaker program for Archimedes Pharma’s first FDA approved product within a critically constrained timeframe. I embraced this challenge as I do all my professional opportunities. I spearheaded an inclusive scientific message platform which had a multi-faceted effect:➢ Facilitated informed decisions➢ Minimized communication gaps➢ Shaped consistent commercial and medical communications. Employed rigorous and exhaustive process to identify KOL’s that that provided ethical leadership and influence in their field to solidify brand positioning. Executed KOL belief alignment tool to educate sales teams and ensure coordinated strategy to implement optimize brand positioning. Partnered with KOL’s to inform, trigger brand engagement and steer adopted behavior to exponentially effect brand optimization. Additionally, utilized SWOT analysis to build a strategic matrix to expediate identification of critical success factors, key issues, and competitive assessments.

Lawrenceville, Nj, Us

Aton Pharma was a highly dynamic innovative environment. I came onboard to define and position their brand LACRISERT®, dry-eye solution. I executed a launch plan within 7 weeks of hire-date including the development of sales roll out and comprehensive sales training. Directed a wide-ranging and fully integrated digital strategy and e-marketing campaign utilizing patient acquisition, SEO, and social media to drive demand for LACRISERT®.➨ Key player in development of a prominent brand leading to the acquisition of Aton by global healthcare Valeant Pharmaceuticals for $320M, exponentially valued.➨ Delivered an increased in brand revenue of 47% and TRx growth of 38% in highly competitive dry eye market. ➨ Drove all KOL initiatives and produced dynamic brand publication materials resulting in acknowledgment of brands value with 100% acceptance. ➨ Met constrained $5M KOL and launch budget.

Us

Evidential of exceptional track-record I had the opportunity to join the marketing team at Enzon Pharma in a directorship role. I accelerated market positioning for a major anti-fungal product and two oncology products with $3M-$7M budget. Ensured P&L accountability and delivered within budget limitations. Engaged with physicians to develop collaborative relationships, which allowed me to capitalize on valuable insights to create result-driven marketing strategies. ➨ Conceived and architected the development of a marketing communications department to harness and evaluate the volume of data available from both a top-down and bottom-up perspective and seize market opportunities. ➨ Expertly recruited and trained high-performing team members with intuitive ability to identify and meet client needs.➨ Reduced SG&A spending by $200K+. Executed comprehensive internal educational plan that efficiently drove sales team engagement ➨ Through effective analytics identified productive directions and implemented enhancements and modifications to further leverage effectiveness, resulting in $100K cost savings and achieved targeted ROI.➨ Acknowledged for exceptional speaker/marketing initiatives and awarded Teamwork Recognition Award.

Bachelor Of Science (B.S.), Accounting

Master Of Business Administration (Mba)

Master Of Business Administration - Mba