Cheryl Westbrook

About Cheryl Westbrook

Before I transitioned into a Marketing and Product Manager role for the Pharmaceutical industry, I was a record-breaking Pharmaceutical Sales Rep and a Sales Trainer. This extensive experience and in-depth insight into the healthcare industry and into the psyche of healthcare providers and patients have given me invaluable advantages on how to reach target audiences and build effective pharmaceutical marketing campaigns. I have worked with therapeutics for Parkinson’s, Epilepsy, prescriptive medicinal cannabis, HIV/AIDS, Ophthalmic diseases, antibiotics, cholesterol lowering, and antihypertensives. CAREER HIGHLIGHTS: Used social media and other market research tools to successfully change the negative narrative surrounding cannabis as a valid prescription Won marketing awards for innovative go-to-market campaigns and countless sales performance awards Revitalized the sales of a mature, neglected drug with a 400% spike in sales and a completely changed sales curve Launched a re-branding campaign that boosted sales by 30% from the previous year totaling $84M Been accountable for a $41M marketing budget to which I found ways to save $13M Trained hundreds of pharmaceutical sales reps on how to improve their performance and knowledge Written training modules for a flagship brand that not only met 100% of FDA compliance, all sales reps passed with >80% scores and the brand reach 100% of its sales goalMARKETING TOOLS AND TECHNIQUES I KNOW HOW TO USE:Social Media, BloggingWebsite & Content Development, SEO/SEMCRM (Customer Resource Management)Outside AgenciesMarketing Collateral, Sales Enablement MaterialsSales Training, Product TrainingSWOT, TPP (Target Product Profile)IDI (In-depth Interviews)TDI (Telephonic Interviews)Historical DataMarket SegmentationProduct PositioningKey MessagingPromotionsProfitability & Pricing AnalysisCSFs (Critical Success Factors)KPIs (Key Performance Indicators)Analytics, Forecasting

Experience

1. Director, Global Marketing - Hidradenitis Suppurativa

   UCB

   Sep 2025 — Present · Atlanta, GA, US

   Lead and execute global marketing strategies for leading immunologic brand. Provide strategic leadership to and collaborate with global and regional teams. Leverage critical thinking and business analytics necessary to drive brand growth, optimize lifecycle management, and achieve business goals. Key ResponsibilitiesStrategic Leadership; Cross-Functional collaboration with medical affairs, market access, and commercial, as well as external stakeholders; gather insights from the market and analyze key performance indicators (KPIs) to inform phased strategy execution; maximize brand growth & lifecycle management; and champion innovation & modern marketing (AI)

Education

• Columbia Business School

  Master of Business Administration (MBA), International Marketing

  1990 — 1991

• UW Foster School of Business

  Bachelor's degree, Business Administration and Management, General

  1983 — 1987