Matt Mortimer-Ryan
Us Dtc Marketing Manager - Vaccines @GSK
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WORK HISTORY
Us Dtc Marketing Manager - Vaccines @GSK
DTC MARKETING: U.S. consumer & patient creative and activation for two blockbuster vaccine brands, with an ~$150M annual budget to maximise commercial impact and patient activation at scale. INCREASE CONVERSION: Delivered +46% growth in engagement among unvaccinated adults aged 50+ and increased vaccine‑related HCP discussions from 30% to 36% within three months. AI INNOVATION I: Pioneered GSK\'s first Dynamic Creative Optimisation capability, deploying agentic AI to deliver auto-optimised, personalised DTC creative at scale, driving +20% conversion uplift. AI INNOVATION II: Conceived and submitted business case to AI Pioneers Lab, then served as commercial lead from development through enterprise rollout, engineering synthetic consumer panels for rapid concept testing and cutting testing timelines by >99%. PATIENT TESTIMONIALS: Activated patient-led storytelling and insight-driven creative to increase emotional resonance among unvaccinated audiences, deploying testimonials across multimedia touchpoints and driving +15% website traffic growth MEDIA OPTIMISATIONS: Orchestrated a performance-driven, data-led media strategy across Linear TV, CTV, OLV, digital, social, point-of-care, and pharmacy retail, continuously optimising messaging and media mix to reduce cost-per-conversion and maximise campaign ROI.
EDUCATION
University of the West of England
BSc (Honours) Biomedical Science
University of West London
Professional Diploma in Marketing
ABOUT MATT MORTIMER-RYAN
My passion is making a difference for patients in commercial pharma roles. It’s as simple as that. With >20 years of experience in the pharma & healthcare industry, I am driven to improve patient outcomes and enhance the quality of life for billions. Joining GSK allowed me to work for a global leader that profoundly impacts lives worldwide. I\'m a seasoned professional in global and UK sales and marketing roles, excelling in crafting and executing marketing strategies. My career at GSK, Pfizer, and Danone has equipped me with a unique blend of HCP, consumer, and patient marketing skills. With experience leading teams of up to 7 direct reports I\'m adept at team leadership, people management, and performance optimization. My 3 core values: 1⃣ POSITIVITY & ENTHUSIASM: Motivating and inspiring others 2⃣ STRIVING FOR BETTER: Always moving forward, seeking continuous improvement 3⃣ SIMPLICITY & CALM: Embracing tranquility to renew My insights colour & personality type: 🟨 YELLOW: Dynamic, creative, and sociable 🟥 RED: Decisive, driven, and action-oriented What makes me stand out? STRATEGIC PHARMA LEADER - GLOBAL & UK • Proven leader of pharma marketing initiatives for multi-billion-pound blockbuster brands • 7 years in global roles and 10 years in UK positions • In-depth knowledge of Intercontinental region, especially Japan and China • Strong experience in both sales and marketing PEOPLE LEADERSHIP & DEVELOPMENT • Passion for leading teams and helping others develop • First Line Sales Manager experience ARTIFICIAL INTELLIGENCE & LLMs • Proven ability to translate AI technology into tangible business benefits • Organized and chaired AI-focused global webinars, engaging participants from >30 countries • Leveraging AI and LLMs in global marketing strategies and content generation COMMUNICATIONS & INFLUENCE • Recognized for outstanding communication skills with diverse global audiences • Ability to influence without authority, by deeply connecting and building trust OMNICHANNEL MARKETING • Global & UK HCP omnichannel campaigns across paid, owned and earned media channels • Global consumer disease awareness campaigns across TV, YouTube, Radio, Out-of-Home, Point-of-Care, Microsite, Social, Digital, & Print TA EXPERTISE Shingles, Vaccines, Frailty, Alzheimer’s, CVD, COPD, Mental Health, and Erectile Dysfunction I\'m a scientist at heart, with a background in Biomedical Science, which helps me rapidly familiarize myself with any new pharma category or therapeutic area. Let’s connect—feel free to send me a DM!
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