Andrew P. Vutam

San Jose, CA

SUMMARY

  • 8+ years of brand management and product marketing skills.
  • Extensive consumer healthcare marketing experience with industry leaders and innovative start-ups.
  • Proven track record of successfully commercializing industry leading products by developing, implementing and tracking strategic marketing programs.
  • Proven ability to forge strong partnerships with direct sales team and work cross functionally within a complex organization, including R&D, Clinical and Regulatory Affairs to meet or exceed key business goals.

EDUCATION

The George Washington University Columbia School of Arts Bachelor of Arts, English Literature, June 1996

EXPERIENCE

2005 to 2007 Pelikan Technologies, Inc. Palo Alto, CA Worldwide Marketing Manager

  • Led the worldwide launch of the company’s first product by developing and executing on a strategic marketing plan that achieved global awareness.
  • Worked with business team to develop financial forecasts.
  • Participated in product development core team, working with R&D, manufacturing, regulatory and program management to drive the development of new products and provide input on product enhancements to current products.
  • Worked with reimbursement consultant to identify key reimbursement issues in the US market place. Develop and execute on reimbursement strategy based on findings to increase consumer access to products.
  • Led global branding strategy and work with international business managers and distributors to execute consistency and deliver a global presence for the brand.
  • Performed market research with physicians and consumers to gain deeper insight into unmet needs as part of development of product positioning, new product development and product enhancements.
  • Supported Finance investor related presentations and due diligence documentation for various rounds of financing.

2004 to 2005 Abbott Diabetes Care Alameda, CA Senior Product Manager

  • Developed 2005 strategic marketing plan to grow sales and share for the company’s premier product, which became a major contributor in helping the company reach over $1 billion in sales. Initiatives included launching a new DTC brand campaign, development of pull through strategies within the Managed Care and Retail channels.
  • Led development of sales call cycle planning process to ensure that the sales force flawlessly executed on marketing messages for the purpose of driving increased HCP recommendations for the brand.
  • Developed and executed on a new product launch plan that included development of launch strategy, product forecast, user model and promotional programs.
  • Interfaced with Scientific Advisory Board, consisting of key opinion leaders in the diabetes field, to define product improvements and marketing specifications for future products within the pipeline.
  • Identified strategic partnerships with leading diabetes organizations and institutions to develop continuing medical education programs to drive further understanding of disease state.
  • Led cross-functional team consisting of Clinical Research, Medical Affairs, R&D and Regulatory to develop a publication strategy and clinicals that generated new product claims to drive awareness of brand with HCPs and block competitive entrants into the market place.
  • Planned and managed brand financial forecast, budget and P&L.

2001 to 2004 LifeScan, Inc. a Johnson and Johnson Co. Milpitas, CA Associate Marketing Manager

  • Developed 2004 strategic brand plan utilizing consumer insights and knowledge of category to grow sales and share across multiple channels and build loyalty among customers that has resulted in annual sales of over $400 million. Initiatives included increasing consumer awareness of brand and category through DTC advertising, leveraging all retail classes of trade to drive increased volume, developing strategic partnerships with relevant brands and organizations for cross promotions, and utilizing customer relationship marketing (CRM) tactics to retain and acquire users.
  • Led the strategy and creative development of brand campaigns to ensure that brand equity is consistent at all consumer touch points, including DTC advertising through traditional vehicles and online, packaging, and in-store promotional materials.
  • Utilized AC Neilson and IRI data to drive in depth monthly analysis of sales and share against business goals. Made recommendations and executed on programs as a result of analysis to ensure that sales goals were met or exceeded.
  • Drove the development of promotional planning process that enabled Account Sales team to improve the sell-in of products and procurement of promotional space for in-store merchandising programs with leading retailers across all classes of trade.
  • Led a cross functional team to develop SKU optimization analysis that improved understanding of category among buyers and resulted in increased shelf presence and sales for the brand at major retail accounts, including WalMart, RiteAid, CVS and Walgreens.
  • Identified parameters for market research and utilized consumer insight from these qualitative and quantitative studies to drive the development of brand plans including a launch of updated TV campaign.
  • Led media planning team consisting of agency and internal partners to develop and implement Media Brief. Led quarterly review of media flowcharts to ensure appropriate budget was allocated to maximize reach and frequency of brand message.
  • Planned and managed brand financial forecast, budget and P&L.

1999 – 2001 Vascular Architects, Inc. San Jose, CA Associate Product Manager

  • Developed a strategic brand plan based on market analysis and competitive intelligence to launch the company’s first endovascular product in a highly competitive healthcare channel. Initiatives included integration of product development and innovation, sales call cycle planning and hospital contract pricing strategies.
  • Led cross-functional team consisting of Marketing, Clinical and Sales to develop clinical training program to increase usage among vascular and endovascular surgeons.
  • Led development of sales training and collateral to ensure that the sales force successfully sold in products based on benefit and value of product to customers.
  • Drove the development of product enhancement by working closely with R&D team to understand the needs of the customer through in field visits and interviews with key opinion leaders. Wrote the marketing specifications for new product improvements.
  • Utilized understanding of current unmet needs of the customer to develop relevant product positioning in a competitive marketplace.
  • Led the development of the product’s packaging and labeling in compliance with U.S. and European regulations for implantable devices.
  • Managed advertising agency to develop the brand identity and product positioning for company’s two endovascular products.
  • Developed and managed company website and content.
  • Managed brand financial forecast, budget and P&L.

1998 – 1999 Medtronic AneuRx/AVE, Inc. Sunnyvale, CA Marketing Associate

  • Managed marketing communications programs including direct mail, web messaging and PR.
  • Assisted in the global product launch by working with product manager to develop sales training and patient education materials.
  • Developed sales collateral to ensure successful detailing of product during sales calls.
  • Managed marketing vendors, including trade show management, promotions and PR agencies.
  • Managed multiple tradeshows and ensured that product positioning and brand messaging were consistent with all other marketing efforts.

ADDITIONAL

  • Fluent in English and conversational French and Vietnamese