Ted Murphy Email & Phone Number

- Develop and execute marketing & commercialization strategy for both developed and published assets (Terraria, Terraria: Otherworld, Pixel Piracy, etc.)- Business Development and Opportunity Assessment- Core liason with external partners (contract negotiation, publishing, merchandising, etc.)- Advise company CEO & COO on decisions regarding business structure & strategy- Publishing Department Lead - setup and execution of publishing approach, optimizing published assets and business development for future published titles- Collaborate with Community Management team to build and optimize game communities and social media presence

Rtp, North Carolina

o Lead for COPD Portfolio Strategy. Primary responsibility for Respiratory portfolio-level strategy, articulating a broader customer-focused vision that bridges between in-line and new product development in order to provide cross-functional leadership across disease states (Asthma/COPD) as well as brands (Advair, Flovent, Serevent, Ventolin).o Lead Strategic Insights Manager for key COPD launch assets Anoro and Umeclidinium, where I play a critical role in the development of the core launch strategy - segmentation, positioning, targeting, pricing/payer, core messaging, etc. Responsible for US Respiratory Competitive Intelligence. o Core member of several strategic teams, global and domestic, dealing with current market issues and products in development.o Leading efforts to effectively utilize emerging data sets, specifically patient-level datao Specific project work in this and past positions includes consumer/professional positioning and message/creative development, segmentation, forecasting, epidemiology, market evaluation, exploration of strategic opportunities, competitive intelligence, linguistics/ethnographic research, brand equity, and market tracking.

o Primary manager and leader of the Advair Asthma Commercial Analysis Team.o Core member of several strategic teams, global and domestic, dealing with current market issues as well as products in development.o Lead manager for the largest study ever conducted within Respiratory (Asthma USA/COPD Revealed), focused on identifying key market segments and key drivers of future growth.o Responsible for management of 1-2 manager-level direct reports with an excellent track record of developing talento Leading efforts to evolve and effectively utilize emerging data sets, most specifically patient-level datao Specific project work on this and past positions includes consumer/professional positioning and message/creative development for several campaigns/brands, segmentation, forecasting, epidemiology, market evaluation, exploration of strategic opportunities, competitive intelligence, linguistics/ethnographic research, brand equity, and market tracking.

o Primary manager and leader of the Advair Brand Strategy and Consumer Promotion Commercial Analysis Team.o Provide answers to key questions, and input into strategy development, including core membership on over 10 domestic and global strategy teams and an integral role in strategic planning and the development of long-term opportunities.o Project lead/event planner for the first ever cross-campus meeting within GSK Commercial Analysiso Responsible for management of 1-2 manager-level direct reports with an excellent track record of developing talent

o Primary Commercial Analysis manager supporting the launch of Advair for COPD. o Heavily involved in all launch preparation activities, including Sales Representative Advisory Boards, the National Launch Meeting, the development of all professional launch materials, and tracking of the launch.o Leveraged past experience with Serevent DTC to lead consumer positioning efforts for Advair DTC for COPD.o Led efforts to define respiratory prevalence and to evaluate patient-level data sources for respiratory, including the development of several standard reports. This resulted in a paradigm shift in how GSK approaches the Respiratory market, allowing the unprecedented ability to view patient shares, business by diagnosis, compliance, and switching – a critical need with the dual indications of Advair.

o Led Commercial Analysis efforts in support of the GRI – a separate brand team tasked with the generation and execution of creative, long-term market development programs for Asthma and COPD.o Specific contributions include branding/imagery/positioning of the GRI, as well as the development and tracking of key programs such as the Asthma Care Network, Life’s Best magazine, Project Spirometry, and the Starbright: Quest for the Code asthma CD-ROM game.o Primary responsibility for marketing research workplan, budget, and project work for assigned areas.

o Provided inputs, analysis, and advice to the product marketing team that helped to drive the success of each brand.o Heavily involved in the assessment and repositioning of each brand into new markets (COPD and pediatric asthma), including the development of physician and consumer marketing strategy, including leading all relevant research.o Played a crucial role in the development of Direct-to-Consumer (DTC) promotion for Serevent and Flovento Led research efforts that drove Flovent/Serevent/Advair competitive strategy versus Singulair, a key competitor.o Responsible for the development and maintenance of the marketing research workplan and budget.o Responsible for managing primary marketing research projects for the brands.

o Served as a consultant to small, high technology manufacturers for the Industrial Extension Service. o Projects included marketing research, marketing and internet strategy, client contact, management of student teams, and product development. o Set up and carried out the 1998 North Carolina Manufacturing Needs Survey. Listed as a co-author of the report.