Lorraine McBride
- Role
- Marketing Research Manager at AstraZeneca
- Location
- Chapel Hill, NC, US
- LinkedIn followers
- 500 followers
About Lorraine McBride
Commercialization, strategy and insight development are at the heart of my work. I am a…
Experience
Marketing Research Manager
Jan 2020 — Present
Manage go-to-market strategic insights work for the US market for a biologic facing an entrenched competitor in the immunotherapy space. Part of an insights team that has a collaborative and close partnership with marketing and other partners. Serve as a valued thought partner- Provide insights perspective on strategic and tactical issues, helping to shape the discussion and decisions - Identify and champion opportunities for the product that others might not see initially - Managed strategic, foundational work including physician and consumer positioning, patient journey and attitudinal segmentation - Oversaw multiple demand studies for different formulations and sets of competitors for the US and global markets - Provided category overviews for new internal teams and external partners to help everyone get up-to-speed quickly - Identified new recruiting vendor so that quantitative studies with patients are representative of the category - Managed qualitative and quantitative assessments for messaging and creative executions for physicians - Updated pre-launch market research plan and developed post-launch plan as well as plans through 2023. Plans were prepared both for global and the US.
Education
Cornell Johnson Graduate School of Management
Master of Business Administration - MBA
Cornell University
Bachelor of Arts - BA
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