Ivonne Islas
Sr Marketign Manager High Specialty/ Rare Disease
Tlalnepantla
Summary
Experienced marketing leader with over 25 years of expertise in high specialty Pharma, rare diseases, hematology, government, diabetes, and nutritional supplements. Seeking a challenging role within the pharmaceutical industry or healthcare sector to contribute to organizational growth, talent development, and personal/professional advancement. Dedicated to positively impacting lives through a patient-centric approach.
Overview
23
23
years of professional experience
26
26
years of post-secondary education
Work History
Sr Marketing Manager Rare Disease
Novo Nordisk Mexico SA de CV
05.2023 - 7 2024
- Develop strategic plan for NovoSeven brand contributing to growth in sales (35% vs PY) and protecting market leadership and exceeding sales target by 150%
- Boosted brand awareness and generated leads while managing internal and external marketing campaigns and programs.
- Managed budgets, allocating funds strategically towards high-impact initiatives that supported overall business goals.
- Led execution of NovoSeven's strategic plan including entire cross functional team, building productive, motivated, and involved team in design and implementation of plan
- Integrated and presented periodic business reviews at local, regional, and global levels, positively impacting affiliate's image with region and global team
- Accelerated the adaptation curve and managed to prepare and present marketing plan for NovoSeven, NovoEight, in only 5 months after taking position
- Developed promotional campaigns for NovoSeven for both sales force implementation and expansion through digital campaign contributing to sales growth (Index 150%)
- Developed innovative campaign to expand use of NovoSeven in other specialties, managing to increase from 10% to 30% share of use of these new indications in total sales
- Included focus and promotional plan in other indications and specialties (Gynecology, IM, ICU) and activity with other Medical Societies, achieving increase from 10% to 30% in share of use of these new indications in total sales
- Prepared and implemented pre-launch plan and used resources of Global team, achieving 100% coverage of activities and use of budget in only 7 months.
Sr National Sales Manager Hemophilia
Novo Nordisk Mexico SA de CV
12.2019 - 05.2023
- Achieved sales results for NovoSeven and NovoEight; reaching 100% for NovoSeven, with a 10% growth in demand vs the previous year and for NovoEight 110% reach and market leadership with 85% of MS
- Managed national sales programs, supervised 9 sales representatives and evaluated KPIs for promotional opportunities.
- Developed and implemented effective sales strategies and led nationwide sales team members to achieve sales targets.
- Managed the national high specialty sales team during the pandemic, maintaining and protecting business continuity and market leadership (55% for NovoSeven and 85% for NovoEight)
- Implemented the home delivery program in 50 IMSS hospitals, around 900 hemophilia patients were able to continue their treatment at home without interruption, without having to go to hospitals during the pandemic
- Implemented remote digital advocacy training during the pandemic and ensured business continuity
- Boosting the development of my team, 3 of the 9 team members were promoted to positions of: Mkt Coordination and two as Sr Advisors of high specialty
- Managed and ensured that my team was 100% compliant in the use of policies and procedures.
Sr Marketing Manager Hemophilia
Novo Nordisk Mexico SA de CV
10.2011 - 12.2019
- Achieved the results for the brands in an outstanding manner, earning the 2018 Affiliate of the Year award in the Biopharma division (out of all International Operations affiliates)
- Led the cross functional team to implement the marketing plan including internal partner relations, NN was awarded by NN Hemophilia Foundation as 'Best partner award' in 2018
- Coordinated the successful launch of the RT presentation for NovoSeven keeping it as the preferred bypass agent (75% of MS)
- Developed the first comprehensive support program for patients with hemophilia; a group of 30 patients received personalized nutritional counseling, rehabilitation, and psychological support, promoting adherence to treatment and quality of life
- The program received the award for 'Project of the year LATAM 2017'
- Took advantage of training resources and learning and development opportunities, participating in development programs for talented managers locally and regionally
- Received the NN Way award for employee of the year in 2012.
Diabetes Product Manager
Novo Nordisk Mexico SA de CV
03.2007 - 10.2011
- Developed the promotional campaign to drive the positioning of insulin brands in the Mexican market, including the launch of Levemir, achieving a growth in insulin analogs from 8.5% to 22.4% from 2007 to 2011.
- Managed full product lifecycle, from ideation through post-launch support, ensuring consistent quality control measures were in place.
- Coordinated project planning and execution with team members and team leads.
Sr. Product Manager Infant Nutrition Line
Abbott Laboratories of Mexico
12.2002 - 03.2007
- Renewed the image of the Infant formula line, recovering the growth in the first year of my administration
- Organized the successful participation of Abbott International in the World Pediatric Congress (Cancun - Sep 2004), receiving recognition and congratulations from Abbott International to the Mexican affiliate.
Sr Product Manager Enteral Nutrition Line
Abbott Laboratories of Mexico
06.2000 - 12.2002
- Successfully launched Glucerna, a nutritional supplement for Diabetes, recovering the leadership of the brand in only 8 months and after 12 months of downfall.
Education
Bachelor's Degree in Nutrition and Food Science -
Universidad Iberoamericana, Santa Fe Campus
Mexico 01.1990 - 1 1994
Diploma in Marketing -
Universidad Tecnológica De México, Marina Nacional Campus
Mexico 01.1999 - 07.2024
Diploma in Government Sales - undefined
INEFAM
Skills
Digital Marketing
Budgeting and Allocation
Marketing campaign development
Data Analytics
Marketing campaigns
Strategic Planning
Market Analysis
Customer Acquisition
Brand Promotion
Accomplishments
- Exceptional sales growth exceeding target by 150%.
- Rapid Adaptation and Planning: I accelerated the adaptation curve and prepared the marketing plan in only 5 months after taking over the new position.
- Innovative Campaign for NovoSeven: Increased the share of use in new indications from 10% to 30% of total sales.
- Team Development and Promotion: I boosted the professional development of my team in 3 out of 9 Advisors.
- Budget Efficiency: Achieved 110% business objectives using only 90% of budget in 7 months.
- Innovative program design: I successfully implemented a home delivery program during the pandemic in 50 IMSS hospitals, enabling 900 hemophilia patients to continue their treatment at home.
- Results: I contributed the results to obtain the affiliate of the year award in the Biopharma division in 2018.
- Award for Innovation in Hemophilia Programs: I developed the first program for Hemophilia patients in IMSS and ISSSEMYM, which included nutritional counseling, rehabilitation, and psychological support, and received the award for 'LATAM 2017 Project of the Year.'
Main courses and training
- ICAMI case method
- Management
- Coaching for sales
- Sales to Government INEFAM
- Leadership
- Training for trainers
- Effective presentations
- Coaching and mentoring
- Design Thinking
Languages
English
Advanced (C1)
Timeline
Sr Marketing Manager Rare Disease
Novo Nordisk Mexico SA de CV
05.2023 - 7 2024
Sr National Sales Manager Hemophilia
Novo Nordisk Mexico SA de CV
12.2019 - 05.2023
Sr Marketing Manager Hemophilia
Novo Nordisk Mexico SA de CV
10.2011 - 12.2019
Diabetes Product Manager
Novo Nordisk Mexico SA de CV
03.2007 - 10.2011
Sr. Product Manager Infant Nutrition Line
Abbott Laboratories of Mexico
12.2002 - 03.2007
Sr Product Manager Enteral Nutrition Line
Abbott Laboratories of Mexico
06.2000 - 12.2002
Diploma in Marketing -
Universidad Tecnológica De México, Marina Nacional Campus
01.1999 - 07.2024
Bachelor's Degree in Nutrition and Food Science -
Universidad Iberoamericana, Santa Fe Campus
01.1990 - 1 1994
Diploma in Government Sales - undefined
INEFAM
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