BREFFNI FOX

Morristown, NJ 07960
(973) 214 7258 bfox@cognisusmarketingsolutions.com
http://www.linkedin.com/in/breffnifoxmarketing

SUMMARY
Committed and strategic PRODUCT MARKETING PROFESSIONAL with demonstrated success in sales,
market research & competitive analysis, marketing management and marketing consulting. Extensive brand and
product marketing experience in multiple therapeutic areas (diabetes, allergy and asthma), at all stages of the
product life cycle. Proven track record in developing profitable marketing strategies and campaigns delivering
consistent brand sales increases. Strong European (EU) background and significant and successful US market
new product launch and co-marketing experience.
Brand positioning, re-positioning and messaging Market access, pricing & reimbursement US & EU
Primary market research design, implementation & analysis Customer segmentation strategy and targeting
Launch Strategy, channel strategy and packaging development Develop strategic plans & marketing strategy

EXPERIENCE
Pursuit-Solutions, Chester, New Jersey
2014
Marketing Strategy
Research and develop strategic planning and marketing strategy 2015-2020, and provide product marketing
direction to pharmaceutical clients and business development team as needed.
Conduct market research, competitive analysis, positioning, targeting, customer research and market analysis.
Develop and lead annual strategic planning process, marketing strategy & segmentation development.
Integrated marketing plan approved by leadership team.

VALERITAS, Bridgewater, New Jersey
2013
V-Go Brand Marketing Director
Design, development and implementation of professional and patient marketing strategies and tactics to drive V-
Go brand awareness and uptake, to increase sales.
Develop and implement the 2013 integrated marketing plan, and develop the 2014 marketing plan & budget.
Initiation and development of an alternate channel marketing assessment.
Develop and implement patient and professional, HCP marketing plan, increasing V-Go adoption and
prescribing. Refine product launch positioning, targeting, segmentation strategies and tactics. Implement
integrated marketing tactics to minimize HCP, patient barriers and manage POA roll-out.
Develop product marketing strategies and tactics to minimize obstacles to patient adoption and advocacy
and accelerate patient progression through the prescribing and patient pathway.
Lead brand promotional material and sales collateral development and regulatory approval process.
Cross-Functional team leadership to achieve V-Go goals and objectives (Market access team, patient, and
market development.) Manage agencies of record such as advertising, PR, social media, digital and market
development.

COGNISUS MARKETING SOLUTIONS, Morristown, NJ
2011 to 2013
Founder and Managing Consultant
Providing strategic and tactical marketing support ranging from exploratory market research to the design,
development, implementation and measurement of cost-effective marketing strategy. Conduct numerous
marketing research and marketing projects in multiple therapeutic areas: diabetes, obesity, schizophrenia, cystic
fibrosis and transplant.
Research, design, develop and implement product marketing strategy and tactics:




o New product launch strategies. Positioning, re-positioning and messaging
o Market access, channel marketing and pricing and reimbursement strategies
o Targeting and segmentation strategy
o Integrated marketing plan development
o Market research / insights and recommendations:
Market analysis
Competitive analysis /due diligence
Customer research
Consumer marketing and consumer segmentation
HCP marketing and specialty marketing research


MANNKIND, Paramus, New Jersey
2006 to 2011
Director of Marketing
Led specific marketing strategy and new product launch activities for AFREZZA resulting in increased brand
awareness and acceptance in a category beset by significant challenges including health care provider, consumer
and investor skepticism.

Design and development of the pricing & reimbursement strategies in US & EU which in market research
demonstrated close alignment of payer receptivity to AFREZZA coverage and consumer receptivity to co-
payments. Approved by senior leadership and incorporated into the integrated marketing plan.
Managed multiple market research initiatives and US and EU advisory boards resulting in the re-design of
original inhaler device and development of the new commercial inhaler, resulting in increased health care
provider intent to prescribe and patient willingness to use, and improvements in marketing strategies.
Partnered with packaging to completely redesign and reconfigure trade and non-trade packaging. The
redesigned packaging scored high acceptance rates across all customer segments in market research.
Provided cross-functional team leadership to coordinate external vendors and internal associates to develop
a unique channel marketing strategy, addressing AFREZZAs unique product characteristics and storage
requirements, resulting in distribution cost minimization and revenue maximization.
Commercial responsibility and management of multi-disciplinary cross-functional team to develop
consumer segmentation and targeting strategy, positioning and branding, messaging, patient education and
training, customer service and sampling, adding customer value across multiple touch points.


SCHERING-PLOUGH, Kenilworth, New Jersey
2004 to 2006
Director of Respiratory Marketing (Foradil and Proventil)
Co-manage all product marketing strategies and tactical activities for Foradil, a leading asthma treatment. Cross-
functional team leadership for Proventil product marketing and transition activities.

Increased sales growth for Foradil by more than 2% despite a 32% decline in the LABA market in 2005.
Led in the design and development of all new Foradil positioning and branding, and improvements to HCP
marketing materials. Led the development of pulmonology specialty marketing materials.











MEDPOINTE PHARMACEUTICALS, Somerset, New Jersey
2003 to 2004
Associate Director Allergy Marketing (Astelin)
Led brand team in the development and implementation of product marketing strategies and initiatives to
overcome lack of market awareness and customer understanding of the brand.

Achieved 20% increased sales growth in a market declining by 12%, exceeding 2004 annual quota.
Led in the design and development of highly effective 1st line message for Astelin resulting in increased
sales in a market not receptive to an inhaled antihistamine. Developed allergy specialty marketing materials.

AVENTIS PHARMACEUTICALS, Bridgewater, NJ
1991 to 2003
Metabolism Senior Product Manager (3/00 8/03)
Aventis product marketing lead in Exubera product launch co-marketing and co-promotion alliance with Pfizer.
Co-managed the new product launch planning, budgeting and forecasting process within budget.
Cross-functional team leadership with Pfizer & Aventis counterparts resulting in improved decision making
and reduced costs (Consumer marketing, channel marketing, segmentation strategy & specialty marketing).

Metabolism Product Manager (1/98 9/00) (Amaryl)
Led brand HCP marketing & specialty marketing activities, exceeding three year sales targets.
Managed A & P budget of $21 million to target.
Coordinated the activities of external agencies and internal functions and collaborated in the design and
development of new positioning and branding for Amaryl with the message "Tailored Glucose Control".

Market Research Analyst (1/96 1/98)
Designed, implemented, and managed primary and secondary marketing research projects for Amaryl
(diabetes) and Sabril (epilepsy) providing timely data, market analysis and recommendations for subsequent
brand decision making and successful brand re-positioning.

I nstitutional Sales Representative (8/93 1/96)
Increased market share of Cardizem CD to 21.5% at Cedar Sinai Medical Center and to 23.4% at UCLA
Medical Center. Recipient of 1996 Fast Start Award (best institutional representative in Western Region).

Professional Sales Representative (12/91 8/93) - Promoted to District Sales Advisor and recipient of Ring
Award for two consecutive years.

EDUCATION
TRINITY COLLEGE, Dublin, Ireland
Bachelor of Business Science

COLLEGE OF COMMERCE, Dublin, Ireland
Diploma in Advanced Business Studies
Diploma in Business Studies