• Championed initiative to coordinate the set-up, implementation and management of a new National Brands strategy for Perrigo. Led and facilitated strategic teams, collaborated with product development specialists, regulatory personnel and others to develop new branded marketing initiatives. Liaised extensively with finance teams to develop new pricing strategies and processes to properly support the fulfillment of business metrics for the new national brands strategy.• Provided strategic oversight and leadership on $4MM media budget. Focused on continuous research to identify market trends and maintain expertise with industry standards. Utilized focus groups and other qualitative analytical methods to drive marketing programs. Developed annual plan proposal and created presentations for key stakeholders and retail partners. Collaborated with third-party specialists to develop comprehensive digital media strategies. Continuously optimized advertising tactics to ensure alignment with target demographics. • Provided key support alongside executive leadership to ensure effective logistical planning and coordination of new business unit. Collaborated with integration teams to coordinate procedures in SAP, quality, regulatory and other systems. Worked with legal team to ensure all product development and marketing copy maintained alignment with FDA regulations. • Developed innovation pipeline for new brands. Built and implemented new product forecasts. Successfully met annual business goal during first year of transition and maximized market distribution with key retailers.

• Assigned by senior leadership to restructure business unit development, marketing and product management operations from the ground up. Oversaw hiring initiatives, emphasizing recruitment of specialists with diabetes-specific backgrounds from branded companies. • Reviewed and assessed all current diabetes business segments, assessing each unit on top line sales and strategic importance to business. Optimized product assortment through consolidation and streamlining market offerings. Reduced glucose product offerings to improve profitability and efficiency long-term.• Championed initiative to develop standardized training program to educate team members on priorities for diabetes care business unit. Emphasized clear communication of relevant information on the diabetes disease state and effective methodologies to approach new business development. Successfully delivered subject matter to 50 key associates, ensuring all participants maintained proper knowledge base.

• Oversaw the strategic management of up to $600MM in business. Proactively oversaw professional development of team members to support long-term goals of categories. • Championed the business planning, pricing structures and key priorities to properly launch Perrigo flagship product, Omeprazole. Developed new promotional marketing tactics to drive business, receiving approval and buy-in from executive leadership. This led to a $245MM sales plan for three consecutive years. Omeprazole remains most profitable product throughout company. Received companywide distinction of Category Manager of the Year for three consecutive years. • Coordinated comprehensive redesigns of merchandise bottles, labels and measurement scales for Miralax-equivalent product, drove development of bottle and cap. Nurtured buy-in among senior leadership to invest capital in customized tops and bottle labels. This led to a total valuation of $100MM and achieved 100% of store brand market in year one at retail. • Identified key opportunities to rebrand nicotine replacement therapy products. Developed creative solutions to restructure package designs and develop innovative product variations. Successfully increased business within segment from $65MM to $160MM through flavor diversification and strategic market alignment over three year period.

• Received promotion to newly created position, identifying innovative ways to improve market penetration. Strategically managed digital, in-store promotions and medical marketing strategies. • Oversaw set-up, development and strategic planning of new Store Brand Med’s campaign. Built new process structures and compiled team of specialists to focus on integrating GI, feminine hygiene, analgesic and other products into the campaign. • Defined and set strategy to target doctors and pharmacists to provide store brand representation and awareness of key products. Allocated resources of a $1MM budget to drive advertising programs. Managed company representation at trade shows, determining sample sets, communications, sales procedures and marketing. Successfully increased awareness by 28% among key doctor recommendations. • Collaborated with sales and marketing executive leadership to define new Marketing Program Manager role. Identified KPIs and performance goals to nurture business with Walmart, Target, CVS and other key customers. Facilitated the hiring of four personnel, ensuring all procedures aligned with executive strategies. • Collaborated with design directors to develop Best In Class standards for new packaging. Developed scorecards and assessed key retailer designs based on store brand research and competition with national brands. • Utilized digital media and direct engagement with retailers to grow Store Brand Med campaign. Successfully increased overall dollar share by 4% during program implementation.

• Oversaw launch of innovative Spot-Bot. Provided strategic oversight on all qualitative and quantitative research methods. Ensured proper configuration of designs and alignment with aesthetic requirements, managing all product features, claims, price points and other metrics. Facilitated product shape, design and color, emphasizing relevance and buy-in among target demographics. Received significant recognition from Mark Bissell, CEO, for innovation and market success. Successfully established product as most profitable item in this new business sector, achieving $100MM in new category sales within Y1, as well as receiving Good Housekeeping seal in 2006.