Shruthi Kumar

About Shruthi Kumar

Strategic Commercial Leader | 20 Years Driving Brand Performance & Omni-Channel ExcellenceI am a strategic, results-driven commercial leader with 20 years of experience in pharmaceutical marketing, specializing in maximizing brand performance across the full product lifecycle. I have significant experience in high-stakes product launches, including products under Subpart H, as well as the optimization of inline and mature brands. My experience spans complex therapeutic areas, including MASH, Hematology, Oncology, Virology, CV, Urology, and Dermatology.Data-driven strategy meets relentless execution. I leverage deep commercial and analytical acumen to lead diverse functions, manage multi-million-dollar Budget/P&L ($30M–$200M), and drive success through advanced Omni-Channel execution. Areas of Results and Impact:Brand Architecture & Strategy: Experienced in developing and evolving Brand Architecture, including leading the Disease State Awareness (DSA) and brand.com website updates, managing campaign creation/evolution, message story development, and extensive testing in primary/secondary research to ensure market resonance.Product Launches: Experienced in product launch execution (including Subpart H) and optimizing performance for inline/mature brands.Commercial Execution: Focused on developing and executing HCP and consumer (DTC/CRM) personal and non-personal promotion strategies.Data-Driven Strategy: Utilize Real-World Evidence (RWE) and Health Economics and Outcomes Research (HEOR) data to support marketing promotions and uncover customer-based insights for peak performance.Omni-Channel Strategy & HCP Experience: Drive Next Best Engagement (NBE) and Touchpoint Optimization initiatives to enhance the overall HCP experience. Expertise includes activating channels like media, IVAs, websites, field-triggered emails, and Home Office emails, utilizing AI dynamic driven capabilities.Leadership & Collaboration: Lead and ensure collaboration across matrix teams, field Teams, sales training, and external agency partners.Commercial Operations: Budget/P&L Ownership, Vendor Account Management, Samples Management, Speaker Programs, and driving fulfillment programs (Hub Services, Patient Support).Performance Metrics: Achieved high impact, including significantly increased brand awareness and diagnostic rates (5%-10%). Driven optimization of overall brand performance and market penetration, exceeding industry benchmarks for engagement and performance.

Experience

1. Nov 2009 - Nov 2010 1 Yr 1 Mo

   Bristol Myers Squibb

   Present · Plainsboro, NJ, US

   SFA Lead for virology and cardiovascular brands and their internal and external agencies, managing daily responsibilities associated with delivering multi-channel HCP/DTC/NPP database marketing programs and closed loop promotion (CLP) launch initiatives. Responsibilities include working with brand managers, and matrix team partners to understand marketing program objectives and business rules that help define the metrics for program measurement.

Education

• Ohio University

  Master of Business Administration - MBA, Marketing

• Esc Dijon

  JSCP

  2005

• Ohio University

  MBA, Marketing

Skills

• SEO
• Agile & Waterfall Methodologies
• Social Media Marketing
• Business Analysis
• Campaign Strategies
• Sales Force Automation
• Multi Channel Marketing (Mcm)
• Cpa
• Telemarketing
• Business Strategy
• Marketing
• Pharmaceutical Marketing
• Direct to Hcp
• Customer Analysis
• Salesforce.com
• Direct to Consumer
• Skura
• Closed Loop Marketing
• Crm
• Client Liaison
• Content Management
• Agile Methodologies
• Digital Marketing
• Product Marketing
• Brand Management
• Marketing Strategy
• Key Opinion Leaders
• Project Managers
• Operations Management
• Business Process
• Online Campaign Management
• Project Management
• Sem
• Rational Rose Enterprise Edition
• Agile Project Management
• Product Management
• Veeva
• Sharepoint
• Direct Mail Campaigns
• Multi-Channel Campaign Management