Lisa Snider Email and Phone Number

Providing consumer marketing strategy and execution which delivers above normative ROIs.

• Lead the Strategic Marketing function including enterprise-wide Consumer Marketing, Digital Marketing Solutions (HCP Digital Marketing, Digital Field Enablement, Digital Marketing Operations and Patient Engagement), Media, Corporate Marketing, Marketing Excellence and Market Research.• Managing over 65 highly talented team members in therapeutic areas including Rheumatology, Ophthalmology, Nephrology and Endocrinology across Strategic functions.• Built out the Consumer Marketing organization across ten medicines, including blockbuster TEPEZZA along with KRYSTEXXA and UPLIZNA with ~$10B peak annual sales potential. • Launched Horizon’s first TV commercials for TEPEZZA and KRYSTEXXA, with one achieving over three times the normative ROI. Achieved up to 300% cost avoidance in certain TV dayparts with optimal media planning. • Spearheaded Horizon’s first corporate advertising campaign and the optimization of corporate partnership promotion with the Chicago Bears, Chicago Bulls and Chicago Cubs.• Stood up Horizon’s marketing training function to enhance organizational marketing competencies across the entire commercial team.• Optimized the commercial enterprise budget over $250M.

Built out the Strategic Marketing teams, including Consumer Marketing (four business units across the organization), Strategic function and Marketing Training.

Built the Consumer Marketing vision, strategic platform and team for the $1.5 billion immunology division focusing on primary immunodeficiency. Led a team of three professionals and transitioned team focus to reach and empower patients in new targeted ways, including first social media and digital launches and patient "peer to peer" programming.

Director Consumer Marketing and HCP Multichannel Marketing (MCM) for the Immunology and Nephrology Business Units in October 2014.Top 25 DTC Marketer Award| 2014Lead the Consumer Marketing and HCP Multichannel Marketing (MCM) organization for the Immunology Nephrology Business Unit (INBU) with revenue of about $8 billion, including Enbrel, a $4 billion drug (Rheumatology and Dermatology categories) and Sensipar. Exceeded ROI norms and delivering revenue on a $100MM+ consumer and HCP multichannel marketing investment with multiple DTC campaigns and a team of four professionals.

Enbrel Consumer MarketingTop 25 DTC Marketer Award| 2014Lead the Consumer Marketing organization for Enbrel, a $4 billion drug, both Rheumatology and Dermatology categories. Exceeded ROI norms and delivering revenue on a $100MM+ consumer investment with multiple DTC campaigns and a team of four professionals.- Developed the strategic direction and launched several mass media / CRM campaigns leveraging celebrity spokesperson “Phil Mickelson”, which delivers an ROI over 5:1. - Spearheaded the development of new positioning and launched a Dermatology platform, including a new TV/digital/CRM campaign which is delivering an ROI over 3:1.- Led the Pfizer consumer marketing co-promote and transition to full Amgen ownership.

Consulted full-time in-house leading the consumer marketing DTC effort for Takeda’s market leading gout drug, Uloric. Approached by Takeda’s senior leadership to develop an innovative consumer branded campaign and new disease state awareness campaign leveraging vast consumer expertise in the pharmaceutical industry.• Directed all media managing $70MM budget and creative agencies including Mindshare for the broadcast campaign• Developed strategic direction and new disease state awareness campaign utilizing TV, radio and online media with metrics surpassing industry norms by 100% within a week of launch• Refreshed branded TV campaigns and provide strategic direction for online campaigns

President’s Award | 2011Dyslipidemia Innovation Recognition Award | 2009Directed the consumer marketing organization and built the consumer platform for Abbott’s $2B dyslipidemia portfolio. Developed the franchise’s first-ever integrated mass media launch which required gaining buy-in from senior executives for approval of the largest-ever total consumer marketing budget of $160MM. Managed $80MM budget and team of 5 professionals.• Led the launch of four disease state awareness and branded direct to consumer marketing campaigns in under 24 months• Exceeded franchise’s first branded campaign key metrics; achieved 26% brand awareness, $339MM revenue contribution, 25% likelihood to ask doctor vs. 14% category norm and 200% greater than industry ROI norm• Surpassed disease state awareness campaign goals; over-performed CPL by 25%, awareness goal by 27% and surpassed category market leaders for 10 consecutive months on 3 significant metrics• Directed co-promotion of Certriad consumer pre-launch campaign with Astra Zeneca and partners Mindshare and Saatchi

Top 25 DTC Marketer Award| 2007PACE Award| 2007Developed first-ever consumer marketing team for Abbott; created consumer marketing strategy for Rheumatology, Gastroenterology and Dermatology focused on pre-launch and in-market consumer initiatives. Led 3-person team responsible for mass media, direct mail and online marketing; managed $85 MM annual budget.• Created strategic approach and implementation of marketing programs for Rheumatoid Arthritis, Crohn’s and Psoriasis• Directed $45MM media plan for TV and Print campaigns directed at 30-somethings, 55+ market and 18-30 market• Contributed $700MM in incremental revenue by developing innovative marketing campaigns• Produced 12:1 ROI on patient acquisition / conversion / loyalty direct marketing campaigns; utilized media mix of online, DRTV, DR print, in-office, direct mail and database initiatives

Medical Marketing Association “In Awe” Award| 2004Spot Award| 2003Launched mass media unbranded and branded campaign for HUMIRA. Led the Rheumatoid Arthritis direct marketing campaigns concentrated on grassroots marketing, WOM, event marketing and patient education. Presented consumer marketing initiatives and new ad campaigns to 600+ sales team members. Managed $25MM marketing budget.• Developed nationwide patient education campaign; resulted in 10MM impressions and $2.6MM in incremental revenue• Engaged 80+ physician speakers, 75+ occupational therapy/garden speakers in patient education program, “Gardening with Rheumatoid Arthritis”, resulted in over 1,600 patient attendees at 40 programs• Established WOM programs to increase brand and product awareness • Rolled out 100% of patient education for HUMIRA launch, engaged a mix of in-office and consumer loyalty programs

Spearheaded strategic development for company’s first-ever national consumer advertising campaign to promote the new G.U.M. anti-bacterial toothbrush. Created strategic media plan and gained approval from C-level management team for $20MM budget and allocated media funds to appropriate consumer-based marketing initiatives.• Planned $20MM media mix that integrated national cable TV, Print, Radio, Newspaper, PR and OTC (e.g. FSI, In-Store)• Analyzed qualitative and quantitative market research for ROI; results showed TV and print performed above norms• Led national brand creative strategy for campaign; participated in Global Creative Consumer Marketing Course in Japan

Developed the consumer marketing efforts for Celebrex, $3.3B drug, and Ambien, $600 Million sleep aid medication. Directed $90 MM marketing budget and $5MM pre-launch unbranded direct response campaign focused on Celebrex.• Produced and managed 100% of direct marketing efforts for Ambien including first-ever DRTV ad• Delivered DRTV programs and direct marketing at 68% higher than anticipated response rate and 66% below budget• Spearheaded 100% of Celebrex marketing efforts; non-traditional consumer media, direct mail and WOM programs• Managed agencies to develop creative TV and print campaign executions, including Leo Burnett and Draft Worldwide