MARK MATTHEWS

Chapel Hill, NC 27516 Mobile: 617-595 3000 Email: matthewsduxbury@aol.com

INNOVATIVE PHARMACEUTICAL MARKETING EXECUTIVE - EXTENSIVE SPECIALTY BRAND & LAUNCH EXPERIENCE
Specialty Brands / Biologics / Oncology / Multiple Launches / Mkt. Research / Marketing Plan Development / Positioning / Branding /
Tactical Creativity & Execution / Multi-Channel Marketing / LCM / Collaboration / Budgets / Forecasting
SUMMARY
20+ yrs. marketing, new product planning, LCM and sales experience at the VP/Sr. Director levels (US/EU).
Multiple successes launching/growing brands and reversing declining trends of maturing products, most with annual revenue
between $200M - $700M.
Led 10 brand launches, including 3 biologics and 2 oncology products.
Specialty market experience, including oncology (immunotherapy, solid tumors, supportive care), immunology, neuroscience/CNS,
pain/inflammation, infertility, and cardiovascular.
Ability to translate customer insights and science into value propositions, strategies and tactics to drive revenue.
Skilled strategic planner with in-depth knowledge of marketing fundamentals, including the ability to analyze/solve problems and
generate plans/tactics that address competitive challenges and critical success factors.
Enthusiastic, collaborative, passionate and engaging leader able to galvanize and motivate teams to develop and implement
comprehensive and creative marketing plans.
Proven success hiring, developing, and mentoring high performing marketing and sales teams.
Experience in large, mid-size and smaller/start up companies, with an entrepreneurial hands-on, can-do attitude.
EXPERIENCES & ACCOMPLISHMENTS
SVP Client Services and Oncology Marketing Strategy, Epic Brand Group (April 2015 to Jan 2016)
Marketing strategist at an advertising/consulting firm for Argos Therapeutics, an oncology company developing fully personalized
immunotherapies for renal cell carcinoma and other solid tumors.
Developed a rigorous competitive landscape assessment of solid tumors and hematologic cancers incorporating cell-based
vaccines, checkpoint inhibitors, chemotherapy, CAR Ts and targeted therapies.
Developed the marketing plan, brand launch strategies, tactics, budget, scientific story, a digital asset evaluation, Thought Leader
Ad Boards, new IR deck, convention/pub plans, and a corporate web-site re-fresh/branding.
Laid off due to Argos cash flow issue.
Head of US Oncology Marketing, DARA Biosciences Inc., (September 2012 to March 2015)
Drove all marketing and LCM activities for a portfolio of oncology and supportive care products targeting multiple stakeholders,
including HCPs, consumers/advocacy, IDNs/hospitals, MHC and GPOs.
Spearheaded the launch of a novel formulation of tamoxifen for breast cancer, including CAPTURE, a 625 patient/20 site registry
to generate adherence data, identify patients, and increase access to key treatment centers. Resulting abstract
accepted/presented at the National Comprehensive Cancer Network Annual Meeting.
Initiated a DTC breast cancer educational program airing on Lifetime TV during Breast Cancer Awareness month. With
accompanying PR, HCP/consumer promotion and advocacy support generated >7M impressions.
Led the re-launch of Gelclair for oral mucositis, including market/customer assessments, multiple HCP and consumer
strategies/tactics, Tele-Detailing, Thought Leader Ad Boards, and partnering with GPOs, Specialty Pharmacy and patient
advocacy. Achieved 96% of an aggressive revenue forecast.
Drove all PR, digital and Thought Leader initiatives; implemented a multi-channel/multi-brand digital campaign, Smart Phone app,
new web sites, patient testimonial and educational videos, SEO/SEM, and content/training for physician and nurse speaker
bureaus.
In 8 weeks co-led a sales force expansion. Responsible for sales training, sales tools and coordination of partnership activities with
Mission Pharmacal, including market research, to promote 3 additional brands to oncologists.
VP of Marketing and Sales, Pozen (Feb. 2011 to April 2012)
Led launch activities of an anti-platelet/omeprazole combination product for MI patients at risk for GI side effects.
Spearheaded a customer-centric, digitally based launch plan focused on desired behavioral outcomes.
Achieved on-time, on-budget completion of market research, positioning, messaging, brand name, logo development, packaging,
publication plan, Thought Leader identification, and medical affairs educational initiatives.
Commercial team laid off due to FDAs request for additional safety data (post-NDA submission).

Executive Director of Global Marketing, Molecular Biometrics (March 2010 to January 2011)
Led marketing of ViaMetrics-E, a device to non-invasively identify human embryos with high reproductive potential.
Rapidly identified the need for improved customer support, generating new tactics, training materials and a clinical experience trial,
resulting in improved customer access, distributor moral and device utilization.
Company dissolved due to failure of the device to meet specifications.
Marketing Consultant to the Biopharmaceutical Industry (May 2009 to Feb. 2010)
Developed, sold and implemented proposals for pharmaceutical and investment banking companies, including Sanofi
(teriflunomide, an oral multiple sclerosis therapy), and Paul Capital Advisors (cancer pain treatment in Europe).
VP of Global Marketing and Sales, Javelin Pharmaceuticals (February 2006 to April 2009)
Built a team of 5 reports and developed business plans to commercialize 3 acute pain products.
Gained board approval for the Dyloject EU launch plan, establishing commercial operations in the UK and Germany from scratch,
including distribution, marketing, customer support, regulatory, legal and sales functions.
Led the Dyloject commercialization team, optimizing the product profile and developing positioning, pricing and a costeffectiveness study resulting in government reimbursement of a premium price, approval by the Scottish Medical Consortium at
first submission, and 92% hospital formulary acceptance.
Commercial representative for the Ereska and Rylomine development teams, responsible for pre-NDA marketing input, label
optimization, pub. planning, and market research/assumptions to generate a global portfolio valuation.
Collaborated with business development to out-license Dyloject in Europe, generating a deal worth $70M.
Javelin dissolved due to the inability to obtain financing post-market crash.
VP of US Multiple Sclerosis Marketing, Biogen-Idec (Feb. 2003 to April 2005)
Led the re-positioning and re-fresh of Avonex, the leading injectable MS therapy with $700M revenue annually.
Gained organizational buy-in to a new campaign, resulting in revenue growth 6% and 10% above annual goals.
Drove all physician and consumer promotion, including advocacy, adherence, digital and live programs.
Initiated a best-in-class patient starter kit, generating incremental market share ~2% in a +$3B market.
Led the Avonex pre-filled syringe launch, successfully converting 95% of patients from the lyophilized to liquid form.
Core member of the Tysabri global launch team responsible for positioning, branding, and resource allocation.
Expanded and re-organized the mkt. dept. from 20 to 30, to support anticipated incremental revenue from Tysabri.
Tysabri generated strong initial demand prior to recall and corporate re-structuring.
Executive Director, Pharmaceutical Rx Adherence Marketing, CVS Pharmacy (January 2002 to January 2003)
Led Rx adherence business, including developing, selling and implementing retention programs to Pharma.
Programs incorporated a variety of direct to patient tactics, generating $20M in revenue, 10% above goal.
VP of Reproductive Health Marketing, Serono (October 1999 to November 2001)
Led a team of 12 in re-positioning and re-branding Gonal-F, the leading fertility brand, with annual revenue of $230M.
Resulting strategies and tactics generated a 4-point share gain and global recognition from corporate leadership.
Led 4 products launches in 15 months, including Gonal-F multi-dose, Crinone, Ovidrel and Cetrotide.
Exceeded goal for GF multi-dose, a major line extension, by 10%.
Selected as a member of the global fertility marketing team.
Novartis/Ciba (Earlier Career)
General Manager (VP), North East Region (7 direct reports, a sales team of 300 and $325M annual revenue).
Regional Director (85 person sales team, $100M annual revenue).
Brand Director for Lopressor and Voltaren, the companies two largest revenue generators (~$600M combined). Grew Lopressor
market share/volume in a declining beta-blocker market with 50% less field support.
Product Manager pre-launch team for Voltaren, the most successful Pharma launch for a 3-year period.
Product Manager epilepsy, depression and ADHD/Ritalin franchises. Successfully challenged the DEA Ritalin manufacturing
quota, resulting in a quota/revenue increase of 20% annually.
Sales representative, DM, brand manager and management development candidate (Ciba UK).
Education and Professional Development
BSc. Applied Biology, Brunel University, UK; Pharmaceutical Industry mini-MBA, Babson College, MA.
Courses completed include: Writing Effective Marketing Plans, Teamwork, The Value of Diversity, Brand Positioning.