Sofía Obregón Suárez Email & Phone Number

Ciudad De México, México

• Built a cross-functional leadership team with local members to launch multiple sclerosis product. Team consisted of 5 regional roles and 20+ in the different clusters.
• Collaborated with the global team on neurodegeneration to create a pipeline focused on LATAM positioning.
• Redesigned highly-collaborative operational hybrid model (region/local) – (strategy+execution)

México

• Designed and implemented a turnaround strategy to minimize Covid/orals impact in the private market.
• Multidisciplinary cells to focus on key public hospitals – personalized strategies by Institution needs.
• Collaborated with the Access team for a new indication, preparation, submission, and approval in the NF in 2021.
• Preparation for new launch - communication messages, training tools, launch meetings, pricing approvals.
• Designed sales force strategy and segmentation for targeted physicians

Ciudad De México Y Alrededores, México

• Redefined strategy for a mature Women´s Health product n public and private channels.
• Developed a segmentation plan based on contraceptive strategy and developed a scorecard to track and measure results.
• Established a Government Segmentation Plan for 3 institutions as a key strategy for an efficient allocation of resources.
• Designed and supervised training events for +500 Health professionals.
• Created 360 strategy to adapt to different government purchase models
• Selected as the local leader of the 2019 Culture Team leading +30 professionals by influence executing and managing a cross-functional group

• Developed a market research study to identify family care needs and a business plan to launch the startup in Q4’15.
• Confidenza® is a mobile application (Iphone / Android) that offers the largest number of possible service providers (Nurses / Caregivers / Nursery / Educational Assistants) so that each family finds the right person.
• Confidenza® is a constant source of work for the professional community in our country, either as a source of single or complementary income, improving the quality of life of these service providers.
• Developed, operated and implemented an innovative business model for the care of infants and the elderly through a technological platform.
• Performed more than 6,000 services, 80,000 hours of service, and 200 clients served since the beginning of operations in February 2016.

México

• Defined strategy of Specialized formulas portfolio in a short, medium, and long term.
• Responsible for the P & L of the portfolio ensuring profitability of all products and managing a team of 4 people.
• Led the design and implementation of 2014 promotional campaigns and played an active leadership role in all company processes concerning trademarks portfolio - financial, manufacturing, sales force, regional teams, and.
• Interacted with regional teams for the alignment of the brand strategy, share best practices, and charted new brands’ future portfolio.
• Maintained an active role for commercial customers, opinion leaders, the sales force, institutions, wholesalers, and suppliers achieving business synergies.

• Defined portfolio strategy and tactical plan – Relaunched plan and execution in 2012 (Training, CME activities, FF allocation, incentives program, trade initiatives – all in synergy with the respective area).
• Played an active leadership role in all processes – budget, financial analysis, COGS, ROI by product, market analysis, trends & competition.
• Coordinated and interacted with different areas for CME development, product training programs, strengthening synergies across BUs, public relations, procurement, strategic planning, and others.
• Developed of business cases according to market opportunities in collaboration with Strategic Planning to maximize our profit.
• Participation & collaboration with Regional activities.

• Identified opportunities for growth in institutional and private segments for Endocrinology and Ophthalmology products.
• Developed promotional campaigns in order to increase sales and expand the business.
• Developed Value Added Program improvements according to physicians, patients and parents’ needs/insights.
• Developed and created promotional materials, strategies and tactics, P&L, expenses management, and 2010 brand plans.
• Launched pain management product for oncology patients managing 3 sales representatives and created a business case for Hemophilia launch.Apr 200

• Developed Anti-infective Brand Plans, developed and created promotional materials for the portfolio, strategy meetings with District Managers, meetings/presentations with sales reps, P&L, assistance to National &.
• Planned and executed added value programs for Oncology and Growth Hormone portfolio.
• Defined the process, in collaboration with HR to evaluate sales rep profiles in order to improve productivity.
• Reviewed regionalized field force incentives program and ensure the right sales representative profile to achieve brand objectives.

• Planned and executed market research studies to test and evaluate promo campaigns and identify opportunity areas within Urology/Pain BUs.
• Measured the effectiveness of Marketing/CRM programs.
• Participated in different special projects which included new packaging design and presentation format.
• Developed significant fieldwork to improve marketing initiatives and measure them through sales and prescriptions audits by geographic region.
• Coordinated a 3-country research effort that encompassed the design and implementation of a price simulator whose objective was to determine consumers’ sensitivity towards changes in price and product presentation.
• Member of the team that evaluated the introduction of new products focused on sales forecast, market value, and epidemiological studies.

• Achieved a significant cost reduction in purchases by leveraging economies of scale among therapeutic areas.
• Co-responsible for the design and purchase of promotional materials for the Cardiovascular and Neurosciences Teams.
• Managed relationships with a significant number of vendors and ongoing negotiations to improve KPIs.
• Designed a new methodology to evaluate new suppliers and increase the service levels of existing vendors that guaranteed on-time delivery.

• Performed role of category management according to customers’ needs, pharmacy layout, and product sales.
• Worked with suppliers in the development of new product presentations to accelerate the displacement of products and categories/rebates.
• Monitored key activities of competition on a weekly basis and defined promotions, pricing strategies, etc.
• In charge of the execution of special programs in order to increase sales and improve growth rates (National Health Fair, Demos).

Master Of Business Administration - Mba

Licenciatura, Industrial Engineering