Peter George Email and Phone Number

Specializing in the strategic sourcing of public relations, media, marketing technology and market research

•Develop sourcing strategy and plans on how global teams collaborate and engage PR and digital marketing agencies•Counsel executive corporate and brand communicators, government affairs and patient/professional relations teams in multiple countries including HQ

•Provided strategic communications counsel; developed external media materials for growing e-commerce business to expand reach and customer engagement•Led new business agency team to create bold and captivating responses to new business opportunities

•Launched market research program among internal stakeholders and external researchers to improve prescriber loyalty and increase utilization of Tarceva; generated additional promotional claims platform•Planned digital media events at medical conferences to educate physicians and researchers about oncology treatments in development to drive interest in Genentech scientific discovery program•Facilitated relationship between Genentech and agency creative team to develop and execute project timelines and all digital and print materials•Worked directly with finance team to oversee client budget, forecast and projections

•Led all strategic marketing initiatives for US and global pre-launch and launch of Intelence; achieved 100% of annual sales goal in 5 months•Developed innovative promotional and new advertising campaigns for Intelence to target prescribers, influencers and consumers•Analyzed market data and identified customer directed interaction channels to deliver product messages, including web, SMS, mobile Internet and PDA•Ensured staff and financial resources were allocated to remain on budget and within timelines

•Analyzed US market to identify growth opportunities for Xolair; made recommendations to forge a clear and concise message and aggressive selling strategy. Efforts resulted in increased sales and utilization•Provided strategic leadership and oversight of Xolair promotion for co-marketing partners (Novartis and Genentech) in US market•Led multi-functional agency team that developed and created new messaging and brand campaign for Xolair•Served as liaison to global agency Xolair team on international marketing activities•Coordinated with managed markets team to develop materials for broad patient access to Xolair

•Led multi-functional team to execute successful product launch. Efforts generated fastest-to-market product launch, setting a new benchmark for company•Developed and implemented strategic communications initiatives including medical education, promotional, payor, speaker and public relations programs to support accelerated FDA approval of sub-part H drug. Created positioning, messaging and brand campaign. Achieved all business goals and objectives•Accomplished a 60% sales growth over 4-year period. Stabilized downward market share trend via promotional programs and educational communications•Established and maintained key thoughtleader relationships through commercial advisory boards (approximately 30) and peer-to-peer educational programs; resulted in increased prescriber loyalty and utilization•Collaborated with global marketing and medical affairs teams on lifecycle planning and medical publication/congress strategy. •Partnered with United Kingdom, Australia and Japan operating units to execute globally aligned marketing campaigns and medical communications•Designed and developed state-of-the-art trade show exhibit that enhanced company image and showcased products in an atmosphere that generated significant interest at medical congresses•Managed all public relations, advertising and medical education agency relationships, including annual reviews. Developed and managed promotional expenditure budgets with a range of $10-30M