Lucillia Abbud Marketing

Respiratory and Inflammatory area- Rare diseases. Responsible for the Global strategy of one of the main products of the company.

Co-founded my own marketing agency with a partner. My role was all encompassing, involving account management, identifying the account needs, and proposing marketing and communication plans. Campaign themes, visual identity, digital marketing plans, events planning and execution, development and implementation of marketing research were my main responsibilities as the marketing director. I have been involved in many websites rebuild and redesign, creation of E-commerce, Social Media actions and loyalty programs. Key accounts involved political party, fashion, hospitals, SPAs, beauty salon and law firm.

I received a sponsorship to do my Master’s in London where I could experience a different culture and many challenges. My dissertation was about Key Account Management in the pharmaceutical industry (‘Investigating the impact of Key Account Management in the Pharmaceutical Industry (Brazil): A Case Study’), as this topic, while I was studying, had a misinterpretation in its application by the pharmaceuticals in Brazil.

I have developed a more analytical position here.My main challenge was the development of a Market Intelligence area in the Business Unit. The BU lacked of market information, so I have implemented analytical tools for understanding the market (monitoring of competition, price analysis, market share, demand); Sales analysis and profitability. In order to meet the reporting failures on the market that were in the area, I have created and implemented marketing research. Development and implementation of marketing plan for new products and implementation of marketing plans for existing products were also my responsibility. Also, it was necessary to develop promotional materials for sales force and retail stores, besides the development of online and offline communication strategies for each stakeholder.

This position involved being responsible for the development of the Market Intelligence Strategy of the two major Oncology products. From deciding research methodology, to monitoring and analysing qualitative and quantitative market research, my role also included reports to Product Managers. These reports included recommendations to the definition of marketing strategies, trend analysis, monitoring of competitors' actions, sales and demand analysis (MDTR), analysis of the public market by DATASUS and action plan proposals. I also had a more institutional job by analysing the pharmaceutical market based on market audits (IMS, Inestra, Close-up) conducting a monthly report to the CEO and directors with the situation of Roche in Retail markets, Non-Retail and PMB.

In this role I could deal with all marketing activities – communication, market research, market analysis, sales force, CRM, promotion, events and budget. I managed the second biggest product of the company by the time. My biggest challenge was to map the public market in Brazil (APAC at DATASUS) for this drug, to see the potential of the market to analyse a possible entry in the public sector. I was also responsible for several analyses such as: sales, demand, budget, CRM and market scenarios. The management of the key stakeholders was also my responsible; I was the focal point of the sales force with the marketing team. Digital agency, NGOs, Medical Societies, Advertising Agency, internal Events area, Market Research area, I used to manage and to work with all these stakeholders. In a second moment I was also responsible to implement a campaign to raise the awareness of lymphoma in Brazil – general public website, partnerships with medical societies, participation in main congress - were some of the main contributions that I have developed as marketing analyst.

I have graduated in Advertising and Marketing with specialization in brands, products and services.