Katia Beltrão Barbosa

Define the target, build personas and customer journey aligned with the business strategy. Content development and social media management for small and medium services companies.

- Responsible for strategic planning and commercial actions of Endodontics area in Brazil, Mexico, Chile, Colombia, Argentina, focusing on two leading brands in the segment. - Implementation of 06 webmeetings and 200 hands-on courses linked to sales campaigns and call to action, generating an increase in sell out and a decrease in distributors' inventories from 11 to 4 months. - Development of social media campaigns to capture new leads and expand teh dentists panel's - Creation of the Dental Academy App to training dental distributor salesperson

• Responsible for managing a product for diabetes - Soliqua® • Development of the business plan for a new molecule for obesity. • Marketing Focal Point in the creation, conduction of the Business Case and definition of the target audience in the pilot project of Development of the Telemedicine Platform using Agile. • Fast adaptation of tactical marketing plan, due to pandemic situation, implementing online activities within 40 days: training the trainers, webmeetings, clinical case discussions, e-detailing.

• Accelerated in 14% Botox® private channel performance driven by patient support program (PSP) and focus on key indications : spasticity and migraine. • The dentist channel has performed over the budget, growing 28% over 2018; launched in Sept 2019 the Allergan Direct e-commerce, reaching a total sales of U$ 1M in 2 months with a 20% growth week over week. • Improved the patient-directed digital platform (www.enxaquecacronica.com.br) and social media pages and launched the Rehabilitation channel in Youtube. • Business plan development to launch two drugs for depression

• Deployment of a specialized sales team: Victoza® team and Insulin team, and expanded the sales force by 40% and increased net sales by 20%. • Repositioned Victoza® increasing sales in 15%; launched representing 50% of sales in Latin Americ; • Successfully launched the analog basal insulin Tresiba® and contributed to the market share increase by 6% in the analog basal insulin market within 10 months • Developed a sales training plan which was recognized by the global team as a best practice. • Led the implementation of innovative tools for the sales force: report Roambi (from IQVIA), monthly award dashboard, iSelling based on physician segmentation and adoption ladder. • Led the Marketing team's process improvements and reporting: (1) Marketing Plan based on local audits: IQVIA (non retail PMB, distribution study, profiling) and Close-Up; (2) created the annual calendar for market research by brand; (3) built the NovoMat platform for the electronic approval of promotional material.

• Created monthly performance reports based on audit and market research to be presented to the internationl team, as well as the development of the annual marketing plan, expenses management and sales forecast. • Obtained a sales index of main products above original plan: Humalog® at 25% and Byetta® at 22%. • Expanded the Diabetes marketing mix through the Farmácia Popular project: the promotion of Humulin® N by the sales force, training and pharmacy negotiations by the Trade team. Within only 8 months, ELI LILLY became leader of the insulin market with over 44% of market share. • Launched Humalog Kwikpen

• Increased the market share of Evista at private channel by 7%. Implemented a national campaign for the diagnosis and treatment of osteoporosis, performing 13,000 exams and diagnosing 1,100 patients with osteoporosis (monthly average). • Achieved consistent double-digit sales growth of Evista® brand, for 3 consecutive years, and was recognized among the Top 10 subsidiaries worldwide that exceeded the public channel sales targets. • Standardized Forteo® in the local protocol of five states (SP, DF, PE, MA, PB), increasing sales by 13%.

• Recognized as "Top Performance" in the Northeast region, exceeding sales quotas in the private and public channels. • Standardized Evista® in local protocol of Salvador and Sergipe, exceeding the contracted annual quota by 20%. • Negotiated a new contract with the “Secretaria Estadual de Saude” of Salvador, doubling sales of Zyprexa® and standardizing Forteo® into the Osteoporosis Program. Bahia was the first state in Brazil to achieve this goal. • Developed a district action plan and negotiated new distributors, generating a 30% increase in demand.