I started out launching an early B2B e-commerce site for a Marshall Industries in 1994, re-launching Chaco Sandals when they were still hand-making sandals out of 2 rooms in Peoria, Colorado in 1996 and founded an agency in San Francisco developing UI/UX for Web-based apps at at time when we were all just figuring out how to get humans to effectively interact with the web back in 1999.
I transitioned into healthcare and biotech working for Amgen marketing for Enbrel, Kineret, and the early commercialization of denosumab in Oncology and Osteoporosis–their most significant clinical program to date. Since then, I’ve led teams at some of the largest healthcare agencies in the world, launching ten brands over ten years, and had the good fortune to work with some of the greatest minds in the industry.
What do I love most? I love trying things, growing things and fixing things. Ask anyone.
SPECIALTIES
Global marketing, early commercialization and launch planning experience, with category experience in Immunology, Oncology, Cardiology, Urology, Primary Care, Women’s Health, Rheumatology, Dermatology and Orthopedic Surgery.
PROFESSIONAL EXPERIENCE
Principal
ElixiRx / Los Angeles, California
December 2016 – Present
Details
Early commercialization and launch planning with agencies and clients in consumer and healthcare
Facilitate and guide brand value workshops
Develop long-term brand strategies
Senior Vice President, Management Supervisor
Giant / San Francisco, California
May 2016 – December 2016
Details
Reorganized team to support Amgen Oncology Business Unit Multi-channel team
Led AOR support for Nplate’s HCP marketing efforts
Added Global Kyprolis DSE campaign assignment in collaboration with Scientific communications without a pitch
Created dedicated internal teams to streamline and optimize agency’s Amgen process, increasing efficiency and throughput
Led and managed Klick’s West Coast-based client portfolio
Increased the number clients in their portfolio from one to five active clients in less than 18 months
Increased forecasted revenue by 54% in the first 12 months
Built and managed a team of nine, with a matrixed team of more than 15 people to deliver HCP, Patient and Multi-channel/Digital marketing campaigns.
Work product included App development for Willow, Website design & development, HCP and launch strategy & creative campaign planning and rollout.Clients included: Allergan (Aczone), Willow (Exploramed), Actelion, Intuitive Surgical, Abbott Medical Optics (iLasik), Abbott Vascular, Amgen, and Genentech.
Worked on the launch of XGEVA (denosumab) to urologists and oncologists in the U.S. for Amgen in November 2010
Built a bi-coastal team across multiple functions to support Pfizer’s Regional Business in the West and served as the brand lead developing campaigns for Pfizer’s Primary Care products including Lipitor, Lyrica, Celebrex, Chantix, Aricept, Toviaz, Pristiq and Spiriva in 2010
Participated in the launch of Xience V for Abbott Vascular, the creation of their Divisional Corporate campaign and creative for the launch campaigns of their DES and bare metal stent products in 2008
Collaborated with internal teams and external agencies to implement integrated communications programs
Managed functional contribution from multiple departments to provide global communications guidelines, and resources to ensure consistency of branded communications
Received an Amgen Marketing Excellence award in March 2007 for successful execution of innovative clinical trial recruitment strategies for denosumab
Marketing Communications Manager
Affinity Internet / El Segundo, California
April 2002 – July 2003
Details
Supervised outside public relations and advertising agencies
Spearheaded the development of brand strategies, marketing planning, customer communications and direct mail programs contributing to record sales for the company for the first two quarters of 2003
Collaborated with web development teams to optimize the usability and design of each brand’s web site, order form and control panel resulting in an 120% increase in traffic conversion
Managed $1.5M annual marketing budget including production, research and third-party software budgets
Led public relations activities resulting in the receipt of PC Magazine’s Editor’s Choice Award for ValueWeb and 5 out of 5 stars for Bigstep in March 2003
Created and implemented an internal company-wide initiative that resulted in increased corporate communication, internal training programs and a company-wide focus on communication
Co-Founder / Director of Client Services
Studio Asterisk / San Francisco, California
September 1999 – October 2001
Details
Managed day-to-day operations
Directed a full-time staff of five designers and two developers
Assembled and directed outsource technology and creative partners
Developed proposals including budgets, schedules and project team selection
Managed project budgets in excess of $250,000
CLIENT LIST: Visa International, Documentum, Apexon, BluePumpkin Software, Martsoft, StartUpAgent, GetRelevant, Hotpaper.com (acquired by GoAmerica) and Grassroots.com.
Senior Account Supervisor
The Delaney Group / Alameda, California
June 1998 – September 1999
Details
Led the strategic development of integrated marketing and advertising campaigns
Managed in-house and outsource teams on multiple accounts
Worked as project lead for interactive design and web site development
Led business development efforts by developing and negotiating the formation of strategic partnerships
CLIENT LIST: IDG, TSMC, ADI, Maddie’s Fund, Baraka-Intracom and Worldpages.
Senior Account Manager
The Silakhan Route [now vSente] / San Francisco, California
October 1994 – June 1998
Details
Developed and executed business development strategies resulting in the acquisition of the agency’s largest account-SyQuest Technology
Account lead for Marshall Industries (acquired by Avnet) launching their E-commerce initiative in 1994 and coordinating over 20 co-op programs with vendors including Philips, IBM, Texas Instruments and Xilinx
Directed in-house and outsourced staff managing multiple accounts with annual billings in excess of $16M
CLIENT LIST: SyQuest Technology, Marshall Industries [acquired by Avnet], ACLU of Utah, Caltex, ISL, Lockwood-Greene, PMI-Petzl, Chaco Sandals and Gramicci
EDUCATION
Brigham Young University / Provo, Utah
Major: English
Launch of Unique Disease State Campaign receives industry acclaim
This disease-awareness ad uses striking, un-retouched photography to dramatically illustrate the lingering concern many orthopedic surgeons have over the development of post-surgical venous thromboembolism. This campaign was also nominated as the Best Overall Advertising Campaign in the Professional press by MM&M in 2009 and recognized as featured work by the agency that year.
Clinical Trial Communications System decreased cost and turnaround by 70%
As the Brand Manager at Amgen, collaborated with multiple functional units and outside partners to develop integrated communications program around the denosumab clinical program enrollment and administration
As the Marketing Communications Manager for Affinity Internet, Inc., led the implementation of customer and corporate communications programs as well as direct marketing campaigns contributing to record sales for the company in the first quarter of 2003 and multiple industry awards.
Effective planning and UI enhancements directly increase sales by 25%
Developed detailed plan for ValueWeb.com site enhancements directly resulting in a 40% increase in conversion and a 25% increase in sales within the first 30 days of implementation.
Integrated on and offline loyalty program reduced customer attrition by 30%
Developed and implemented a customer loyalty program for ValueWeb (an Affinity product) that included email communications, welcome kits and direct mail contributing to a 30% reduction in churn for the product over an eight month period.
As the account lead for Marshall Industries, a billion-dollar electronics distributor [acquired by Avnet], launched their E-commerce initiative in 1994 transforming their procurement and sales operations. As the first player in their industry to do so, was considered one of the top-ten most successful E-commerce launches from 1991-2001.
Career Accolades and Recognition
I may have never received an Oscar, or a Lion or Clio, Account People and Marketing Professionals are rarely blessed with such recognition. However, I have been lucky enough to have received a CDMMY–Barnstormer Award–in 2008, Denosumab GCT Member of month award in December 2006, one of six Marketing Excellence Awards handed out by Amgen in 2007, Employee of the Month at Affinity Internet in April 2003–and most recently nominated as a member of the Best Brand Team (Xgeva) by Med Ad News in 2011.
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Career Overview
SUMMARY
I started out launching an early B2B e-commerce site for a Marshall Industries in 1994, re-launching Chaco Sandals when they were still hand-making sandals out of 2 rooms in Peoria, Colorado in 1996 and founded an agency in San Francisco developing UI/UX for Web-based apps at at time when we were all just figuring out how to get humans to effectively interact with the web back in 1999.
I transitioned into healthcare and biotech working for Amgen marketing for Enbrel, Kineret, and the early commercialization of denosumab in Oncology and Osteoporosis–their most significant clinical program to date. Since then, I’ve led teams at some of the largest healthcare agencies in the world, launching ten brands over ten years, and had the good fortune to work with some of the greatest minds in the industry.
What do I love most? I love trying things, growing things and fixing things. Ask anyone.
SPECIALTIES
Global marketing, early commercialization and launch planning experience, with category experience in Immunology, Oncology, Cardiology, Urology, Primary Care, Women’s Health, Rheumatology, Dermatology and Orthopedic Surgery.
PROFESSIONAL EXPERIENCE
Principal
Details
Senior Vice President, Management Supervisor
Details
Group Account Director
Details
Senior Vice President, Management Supervisor
Details
Brand Manager, Denosumab
Details
Marketing Communications Manager
Details
Co-Founder / Director of Client Services
Details
Senior Account Supervisor
Details
Senior Account Manager
Details
EDUCATION
Brigham Young University / Provo, Utah
Major: English
REFERENCES AVAILABLE UPON REQUEST
HEIDI J. WRIGHT
heidi.wright@gmail.com
Accomplishments and Accolades: