Marc Koolen
Senior Director, Commercial & Digital Transformation Emerging Markets @GSK
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WORK HISTORY
Senior Director, Commercial & Digital Transformation Emerging Markets @GSK
Senior Director mandated to redesign the commercial engagement model in Emerging Markets, shifting from rep-led promotion to digital-first execution to optimise investment in launches and priority brands in a self-funded region.• Defined and led the shift to a digital-first commercial engagement model, scaling digital-only promotion from 30 to 200+ brands to free up resources for launch and priority brand investment.• Built a regional digital marketing capability across 20+ markets, onboarding 150+ specialist roles and establishing standardised omnichannel KPIs.• Set the regional content technology strategy, deploying an AI-enabled authoring platform across 20 markets to shift production from agency-dependent to in-house capability, reducing agency spend with 25%.• Designed regional governance and performance oversight to replace decentralized assessments with centralized visibility, enabling targeted capability support and best practice sharing across the transformation program.• Recognised with the 2024 GSK \"Ahead Together\" Global Performance Award (Top 10% of employees) for leading regional commercial transformation.
EDUCATION
University of Oxford
Oxford Digital Marketing: Disruptive Strategy Programme
Dr. F.H. De Bruyne Lyceum
High School,
Vrije Universiteit Amsterdam (VU Amsterdam)
MsC, Economics
ABOUT MARC KOOLEN
I help organizations execute commercial transformation when the stakes are high and the complexity is real.I have built and led commercial operations across developed and emerging markets, served as Chief of Staff to regional leadership teams, and delivered large-scale transformation across commercial organizations. This work spans omnichannel strategy, AI-enabled marketing, go-to-market redesign, operating model transformation and performance management in complex multi-country environments.Currently accountable for £3.5B regional scope at GSK, leading digital and AI-driven commercial transformation across Emerging Markets. I specialize in translating strategic ambition into execution by building operating models, strengthening leadership teams and delivering measurable results through disciplined execution.What drives me is turning strategic intent into commercial reality by making complex problems simple to understand.
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