Nahigyan_Debi Resume_Jan 2016 in PDF
Published on: Mar 3, 2016
Transcripts - Nahigyan_Debi Resume_Jan 2016 in PDF
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DEBI ROGERS NAHIGYAN
Montgomery, AL 334 202 9454 email@example.com www.linkedIn.com/in/debinahigyan/
Track record of leading successful product launches, reinvigorating underperforming brands, propelling sales
and market share growth, increasing brand visibility and market reception, and enhancing sales team
productivity. Demonstrated achievement translating scientific/customer/HCP insights into powerful brand
messaging, cultivating key medical/scientific community alliances, identifying critical elements for Direct to
Consumer, and leveraging market analytics (KPIs and market research) to ensure marketing effectiveness.
Diverse background in various Rx pharmaceutical, OTC, devices, aesthetic and direct to consumer product
marketing. Readily comprehend and synthesize technical, medical, and scientific information to communicate
maximum value of the brand to the customer. Adept at building and leading high-performance teams to reach
a common goal, identifying and capitalizing on individual strengths to attain corporate objectives. Primary
experience in cardiology/family practice (statins), dermatology, Managed Care and ophthalmology.
Strategic and Life Cycle Planning
Pre Launch & Launch Plan
Team Development & Coaching
Market/Customer Needs Analysis
Direct to Consumer
Social Media and Digital Marketing
SKINVESTMENTS, LLC – Long Beach, CA 2015 to present
Skinvestments, LLC is dedicated to helping doctors, particularly dermatologists, improve their practice
performance. Starting with a comprehensive business review of current sales, profits and a trend
analysis, recommendations are then made to boost sales particularly through a customer needs
analysis, marketing programs, branding, social media, website development, comprehensive app
development, e-commerce, staff training and loyalty programs. Unique pricing model provides a
shared risk and commitment with performance metrics used extensively to ensure results.
KOWA PHARMACEUTICALS, AMERICAS – Montgomery, AL 2013 to present
Japan based Rx global research and pharmaceutical company specializing in heart health
Senior Director of Marketing, U.S. Cardiology, Consumer/Patient Strategy & Tactics
Responsible for building Kowa’s Direct to Consumer marketing programs, plan and strategy including
branding, content strategy and digital marketing and traditional media. Accelerate consumer awareness,
education and understanding of heart health. Leverage market analysis, trends and key performance
indicators to develop digital, social media and point of care programs to ensure marketing effectiveness.
Collaborate with cross functional teams, especially regulatory and medical, and align with Health Care
professional strategies. Strong focus on interactive strategies and customer engagement so patients can
be successful in reaching heart health goals that improve quality of life.
GLAXOSMITHKLINE (GSK), RTP, NC 2008 to 2013
Leading -based health care company. Marketing Director, Global & U.S., Rx
Marketing Director, U.S. Antibiotics (2012/2013)
Marketing Director, Global & U.S., Consumer Skin Health (2009 to 2012)
Marketing Director, Global & U.S., Medical Aesthetics & Physician Dispensing (2008)
Initially recruited by Stiefel and retained by GSK (2009 acquisition) to develop and execute strategic/brand plans
Product Launches Novel Brand Positioning Global and U.S.Experience
Creating Awareness& Demand Generation among HCP and Consumer Strategic Planning Team Building
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in several growth categories, including Rx and Aesthetics Devices/Cosmeceuticals. Tapped for senior marketing
role in Consumer Health focused on building new non-Rx anti-aging business in the U.S. and globally.
Partner with senior management and local global/U.S. sales and marketing teams to identify and capitalize on
regional market trends and customer needs and create a differentiated, actionable DTC strategic plan. Collaborate
with R&D and business development to optimize portfolio planning/growth opportunities in Rx and Consumer
skin health. Identify compelling branding, direct product launch and marketing activities, measure KPIs to assess
marketing effectiveness, and manage budgets for optimal resource allocation/P&L success.
Built cosmeceutical brand by DTC programs, leveraging digital and social media presence, identifying
messages that were believable and motivating to the consumer and HCP.
Launched and exceeded sales goals for Aesthetic filler in highly competitive Europe
FERNDALE LABORATORIES, INC. – Ferndale, MI 2007 to 2008
Fast-growing, private manufacturer and marketer of pharmaceuticals targeting under-served medical conditions,
including colon/rectal, OB/GYN, and dermatology therapeutic solutions.
Regional Sales Director, Professional Programs, Dermatology, OB/GYN, and FP/Primary Care
Brought onboard by former colleague and challenged with establishing a new business unit to drive territory
performance, ROI, and sales of under-prescribed specialty product portfolio through creation of a cost-effective part-
time sales force and utilization of market analytics to optimize target customer base and sales productivity.
Assembled, trained, developed, and directed a team of 9 part-time field representatives that replaced a prior team of
14 full-time reps. Defined and optimized sales coverage for 7-state western territory; identified high-potential prospective
customers and cultivated alliances with key external experts. Coached on consultative selling.
Propelled performance of western region from #7 to #2 out of 8 regions, with two reps earning promotions.
Grew sales 17%within one year while reducing sales operating costs 30%
VALEANT PHARMACEUTICALS INTERNATIONAL, INC. – Aliso Viejo, CA 2005 to 2007
Diverse, decentralized pharmaceutical, device and aesthetics company offering specialty products
Senior Manager, Marketing & Professional Programs, Dermatology, North America and Global
Recruited to join newly established team tasked with executing operational transition of pharmaceutical company
(formerly known as ICN) being reconstructed by a team of Glaxo executives. Developed and maximized product
opportunities in Rx, Device, and Cosmeceuticals in Dermatology.
Unified global/U.S. branding strategy and integrated science into marketing messaging to drive physician
awareness and adoption. Aligned activities of medical, regulatory, R&D, sales, and legal disciplines. Led
internal/contractor advertising andcommunications team.
Played an instrumental role in reversing dermatology franchise sales decline to 11% growth within 2 years.
Developed and implemented strategic plan to reinvent the dermatology franchise and restore its reputation
by introducing innovative products, building relationships, and repositioning older products.
Identified critical unmet customer needs—including mitigation of negative side effects—leading to introduction of
physician programs vital to increasing physician utilization/prescription rates and patient loyalty.
Doubled sales of anti-aging skin care line through rebranding initiative, updated product messaging based on
research and new science, and expanded distribution channel to include prestige retail and infomercials.
Delivered a 10% increase in scar revision device sales by developing/implementing innovative external
expert programs, medical community collaborations/product trials, and media promotion of positive results.
Led Rx and device/cosmeceutical sales and marketing initiatives, including global messaging and
stakeholder collaborations that capitalized on U.S. and global market trends.
Won three Bravo awards for successful global product launches and cross-organizational collaboration.
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ALLERGAN, INC. – Irvine, CA 2002 to 2005
Multispecialty health care company focused on the discovery, development, and commercialization of innovative
pharmaceuticals, biologics, medical devices, and OTC consumer products.
Director of Strategic Communications, Global &U.S.
Oversaw development and execution of globally aligned, locally focused marketing programs and strategic plans
to drive sales achievement. Engaged internal/external global stakeholders to identify creative, effective strategies.
Established a high-performance marketing team and followed KPIs to track effectiveness.
Initiated DTC program on glaucoma products, cultivating partnerships with patient advocacy organizations
such as the National Glaucoma Foundation and senior publications.
PACIFICARE HEALTH SYSTEMS. –Cypress, CA 1999 to 2001
Fortune 500 healthcare company offering individuals health plan and life insurance products and services.
Director of Sales and Marketing, Secure Horizons
Assembled and led a 13-member team in the development of memorable, easy-to-understand marketing
materials for current and prospective Medicare Options customers during a period of significant change in federal
government program offerings and business acquisition/integration.
Improved sales effectiveness and customer retention by initiating strongly attended town hall meetings to
educate seniors on healthcare plan options, and creating a testimonial program featuring satisfied customers.
Developed a staff of junior professionals to upper-level managers into a cohesive, high-performing team.
Appointed to Senior Strategic Thinking Team to orchestrate a major reorganization that increased profits
AUTONOMOUS TECHNOLOGIES. – Orlando, FL 1996 to 1999
Developer of excimer laser vision correction instruments acquired by Alcon, Inc. in 1999.
Director, Marketing and Sales, Refractive
Recruited to take on a lead role in developing strategic plan, product messaging, sales strategy and training,
and marketing strategy for launch of new laser vision correction system (LASIK surgery).
Partnered with R&D and industry key opinion leaders in the ophthalmology field to translate powerful insights that
changed the category with a new concept of LADARVision® system and CustomCornea® procedure which
became and has remained the industry standard.
Developed effective strategic plan and marketing tactics to overcome challenges related to late entry into
market and high brand unawareness: built alliances, improved translation of science into benefits, and introduced
attractive payment model. Led to acquisition by Alcon—who took product to#1.
NOVARTIS OPHTHALMICS – Duluth, GA 1993 to 1996
Global leader in innovative pharmaceuticals, generics, vaccines, and consumer health products.
Senior Product and Sales Manager, Cataract and External Disease, Managed Health Care
Tasked with building relationships and programs to grow formulary access and utilization with large managed
care providers throughout the U.S., managing a $200 million account portfolio.
Delivered a 12% increase in total portfolio revenue—adding more than $11 million in annual sales—by
establishing and growing new markets across the U.S. and improving formulary presence
Propelled a 30% increase in sales of anti-allergy product for eyes by designing and implementing a
symptoms-based pharmacy-economics study that demonstrated cost effectiveness treated by Norvartis product.
Prior Experience (1981 – 1993): Fast-tracked through sales and marketing roles of increasing scope with
ALLERGAN, INC. Went from salesperson to Director of Marketing, Dermatology, leading a 14- member team.
Personally launched 5 products and contributed to planning execution of 4 others
Appointed to Management Development Board to train and motivate new product managers.
Awards: “Rookie of the Year” “President’s Club” “Best New Product Launch”-Medical Advertising News
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EDUCATION & TRAINING & PUBLICATIONS
MBA, Magna cum laude, PEPPERDINE UNIVERSITY – Malibu, CA
BS BA, Magna cum laude, CENTRAL CONNECTICUT STATE UNIVERSITY – NewBritain, CT
Professional Training includes: Regulatory Requirements in Devices, Rx and Cosmeceuticals; Global andU.S.
Code of Practice for Promotion and Customer Interactions including HIPAA Compliance; Due Diligence;
Scientific Engagement Accountability and Oversight; Risk Mitigation; Legal Write Right; Leading with Integrity;
Effective Team Working,
Publications: Chapter in International Treatise on Cosmeceuticals (2012), Customer Care
Centers: Working the Phones, Marketing News (2001