Manohar Gedela

Leading the Critical Care Portfolio marketing activity of Trudell Healthcare Solutions www.trudellhs.com

Provided business solutions for branded/ generic pharmaceutical clients of Intellica. Developed commercial strategies on portfolio, pricing, launch scenario, contracting strategy, market intelligence and product forecasting  Led projects on developing strategy for a key brand for a leading brand company. Provided solutions on potential pricing, material load (supply chain), launch scenario and generics expected at/after launch, potential contracting for strong revenue flows and risk analysis. Provided outstanding competitive intel and recommendations to enable commercial leadership to steer project and maximize revenues/ bottom line  Developed solid dose/ injectable strategy for increased Generic penetration, Market Share and profitability based on Business analytics and utilizing Best Practices and also employing analysis of external market environment, syndicated market research, ROI analysis, market trends and customer behavior  Utilized Sensitivity and Scenario analysis to identify opportunities and risks in the business and market  Monitored financial performance of business verticals and product groups by identifying and highlighting trends and presenting findings

Provided strategic oversight on Pipeline products as well as utilize competitive intelligence for product selection to enable the Canadian Commercial team to achieve and surpass sales, margins as well as market share objectives • Actively utilized market research and analysts reports (Data Monitor / Global Data) to forecast and ascertain trends of projects with high accuracy by applying forecasting response & sensitivity modeling, dashboards, and assumption metrics • Provided actionable recommendation on Therapeutic gap areas to evolve a robust marketing strategy to tap key market opportunities and advised senior leadership on Global Generics Canada’s current portfolio and pipeline potential • Developed insights through market research from prescribers, patients, and payers to support strategic initiatives and PSPs • Closely liaised with R&D, NPL, Global Intellectual Property, Regulatory Affairs, and marketing teams to align developmental timelines with launch constraint dates – to ensure submission prioritization, timely product submissions to Health Canada, and execute on-time launches • Possess expert-level knowledge on IQVIA datasets, Qlik / Qlik Sense/ advanced Excel, and Powerpoint. Strong skills in Management accounting and analytical methods– ROI, Pay Back Period, NPV • Demonstrated high proficiency in Project Management and Business Management skills • Work in conformity with IMC code of ethics

Led the Marketing Function at Cadila Maxima, a Division of Cadila Pharmaceuticals Ltd Spearheaded strategic initiatives to Jump ranks (19th Rank to 14th Rank in Represented Market) Significant contributor to success of Corporate Events (IAMICON 2015) Part of Cadila's core think tank and a key architect of 'Udaan 2020' for Maxima. Achievements: - Business Turnaround through strategic interventions and excellence in implementation - Business health improvement in terms of a significant jump in Rank, Market Share and Prescription share - New brand success - Revival of legacy brands - Significant improvement in topline achievement as well as profits

Led the Marketing Function at Ranbaxy Maxxim. Recipient of 'Ranbaxy Regional Appreciate Certificate' for the Best Brand Launch of 2010 Ranbaxy 'Bravo Award' for championing the Antibiotic Awareness 'Rational' campaign Recipient of 'Certified Assessor' certification - Completion of Assessment Center Program Legacy Brand -Mox nominated for OPPI Marketing Excellence award (Legacy brand category) New Brand - Zifexim nominated for OPPI Marketing Excellence award (New brand category) Role: - Achievement of targeted Market Share and Profitability of Business/ Legacy brands - Created and implemented the marketing plan, and provide strategic direction to Ranbaxy Maxxim, in congruence with Ranbaxy’s mission and vision. - Ensured the marketing objectives are met through policies that are met through effective management of promotional, financial, human and material resources. Managed an effective, efficient and productive Marketing Department by ensuring that the appropriate structures and values are developed. - Authorized and organized the establishment of marketing resources, including associated marketing staff positions – brand management team, mobilization of material and financial resources to generate desired marketing impact in terms of Sales, Market Share, Profitability and creation of brand value. - Provided significant input into the annual marketing plan, allocation of expenses between products (taking into consideration stage in product life cycle, potential for future growth and profit contribution, potential competitors), required sales promotion program - Led the strategic approach to Product Development, New product launches, commissioning market research studies and analyze their findings, market and competitor intelligence, adoption of novel techniques to market and advertise brands and measuring the implementation levels of campaigns.

Achievements: - Above 100% Target achievement on a trot for over 30 months - with high growth - as a result of strategic marketing initiatives- Feat recorded in Limca Book of records - Performance beyond expectation on Legacy Brands - Ciprobid, Dexona, Vaxirab, Penegra, Mifegest, Pantodac DSR, Etogesic and ClaviCef. - With high sales turnover and a significant jump in rank, market share, prescription share and Gross Contribution (Profitability) - Ensured creation of "most successful team" in Zydus Cadila -with high no. of incentive earners - with least attrition Role: • Create and execute Annual Marketing Plan and business strategy to achieve strategic divisional objectives • Authorize and organize the marketing department of Alidac Fortiza in terms of Brands, Personnel, Budgets and sales infrastructure. • Authorize and deploy effective promotional campaign and activities to promote brands to achieve sales budget. • Initiate market research studies and analyze their findings for respective brands and therapeutic areas • Launch new products and manage product life cycle or portfolio management to gain maximum market potential and assist in product development. • Develop and utilize promotional materials and advertisements to ensure brand recognition and product positioning. • Create and implement marketing activities such as meetings, seminars, symposia, or CMEs to increase brand awareness and corporate image among customer and consumer. • Analyze and routinely update key market environment, competition and customer needs to Zydus management and sales staff. • Review and reconcile with management team and sales team on implementation of monthly and quarterly action plan. • Coordinate with Sales and cross functional teams for the monitoring and updating for accuracy of product rolling forecast to ensure appropriate inventory management. • Provide training for development of marketing team and marketing associate staff.

Job Duties & Responsibilities: • Achieve the sales and marketing objectives of Pain & Inflammation Portfolio and Multivitamin Portfolio • Identify opportunities in the market with respect to the above therapeutic areas, and encash them through a robust marketing strategy • Plan, organize and evaluate the launch of new products to increase the division’s sales and profitability. • Develop creative product campaigns to promote the sales, market share and profitability of the portfolio. • Establish network for products through distribution channels, connect with key customers through field work activity, initiate market research studies to comprehend the pulse of the market, and act on the opportunity areas. • Product development through novelty in delivery systems, advise innovative packaging and promotional material. • Coordinating with key stake holders – Doctors, Retailers, Stockists and Field Force. Publicize events and activities, promotional media management, and implement communication strategies.

Championed the effort of marketing the diabetic portfolio. Managed the marketing and sales effort of Zydus Pathline with high sales, market share and profitability ensured compliance with marketing code and in accordance with SOPs Market excellence through best practices

Zydus Cadila sponsored me for the prestigious "Executive MBA course in Advanced Leadership and Management"; a select ELITE group of senior managers were chosen for this. This was a ten month classroom course to enhance competencies and sharpen management skills.