Gabriela Rueda

PROFESSIONAL PROFILE

• Commercial strategist with 15+ years expertise in marketing and business planning, promotional planning, and medical education planning in the life science industry, who has demonstrated success at driving sales growth and market share gaining within LATAM Region year-over-year in highly competitive markets. 
• Expert on financial concepts, such as P&L, budget administration & accuracy, pricing strategy, ROI, capital equipment break-even point and sales forecasting. Skilled in building and interpreting operational – financial reports.
• Planned and executed commercial and marketing initiatives such CME programs targeted to key stakeholders: KOLs, KAs, C-Level, distributors. Resulting on demand increasing within public: Centralized and decentralized Hospitals, increased budget in 20% and usage rate by 25%.
• Regional Award winner of the Country of year 2017, 2019 & 2022 for overachieving sales and EBITDA goals. 
  
  CORE COMPETENCIES & SKILLS

Abbott Laboratories de México, S.A. de C.V. Global Pharmaceutical & Medical Device Co. Vascular Division

Oct 2016 – Dec 2022. Sr. Marketing & Commercial Mgr.  LAN Region.

• Direction, design, development, and execution of Marketing - Business Strategic growth 1-5 yr. plans and their tactics aligned with Region’s Strategy. Responsible of P&L within LA North and South, this last one for 1 year. Achieved 2-digit percent sales increasing year-over-year (from 10% up to 22%) for 6 years.
• Cross functional team leadership Led New Product pre and launching process, pricing, value proposition, positioning, and promotional strategies by leading Regulatory Affairs, Market Access, Marketing, Sales to deploy GO to Market strategies targeted to decentralized and state-owned healthcare systems for direct and distributor model. Ensured sales increasing year-over-year of 7% per product. 
• Re-launching of and hemostatic product in 2018 in Mexico with sales increasing of 40% and year-to-date market share of 58% and launching of its second-generation with sales increasing of 27% in the category. Shielded and protected demand of 1st generation in Decentralized institutions such as INCMNSZ and Instituto Nacional de Cardiología. Administered contracts with public institutions until budget is exhausted or getting a contract extension.
• Managed and administered sales & marketing budget achieving expense forecasting with 95% of accuracy.
• Planned and executed of Clinical Medical Education Programs, KOLs and CoRs development targeted to internal and external stakeholders by implementing treatment algorithms within the Region. Development of a CME program at a CoR in Puerto Rico for 6 years becoming a reference of Peripheral Artery Disease Education in the Region with 288 HCPs trained.
• Applied segmentation strategies to increase and acquire new customers, throughout stakeholder (from medical to C-Level & admin), key HCP decision makers, and key public institution needs assessment to define patient journey and attain market insights to design portfolio value proposition and tailor product proposals, enabling sales coverage over 100%. 
• Development of business models for direct (public and private) and distributor market, designed commercial and service proposals for product portfolio and capital equipment. 
• Market modeling throughout organizing in-house market research’s, sales, and demand forecasting, including competitor’s MS. Reduced DOH index up to 30 days.
• Designed and monitored throughout CRM sales scorecards and KPIs, product roadmap and life cycle analysis: phase in & out. 
• Responsible for replying to commercial compliance audits with zero observations nor red flags.
• Along with global marketing team (GMT), development of patient experience and journey mapping which resulted in launching a Disease Educational Awareness Patient Program for lower limb savage and a number referred cases and diagnosis increase of 20%. 

Productos BARD de México, S.A. de C.V. (Now Becton Dickinson) Global Life Science Co.

Apr 2014 – Oct 2016 Sr. Brand Marketing Manager for CELAN –Soft Tissue Reconstruction Devices (DAVOL)

• Designed of the brand marketing plan according to head office objectives sustained by market insights and trends, negotiated and administration of the marketing budget and demonstrated its ROI, accessing to a marked increase of 20%.
• Designed of digital product promotion strategy as well as translation and adaptation of marketing sales tools, generating over 150 downloads in 3 days.
• Led in Country of GMAP (Global Market Acceleration Process) along Head Quarters which included segmentation strategy to design and develop a 5-year growth, investment plan for BU and Go to Market strategies, which accelerated hiring of 3 headcounts and 37% of sales growth during first year.
• Development of a regulatory plan for regulated and non-regulated countries. Establishment of product portfolio and pricing strategy for Central America. Opened 2 Distribution channels: Costa Rica and Panama in 4 months. 
• Responsible of sales forecasting. Calculation of portfolio market size and market share. Enablement of accurate information that boosted higher revenue objectives.
• Planned contract and speaker fee negotiation with KOL’s, organized Training and Education programs, hands-on, discussion panels, animal labs, launched first online program with 0 compliance observations.
• Launching of a bio-absorbable ventral hernia repair mesh for laparoscopic approach and a relaunching of the same technology for open approach which resulted on a 330% of sales growth vs PY in this product line.

B Braun Aesculap, S.A. de C.V. Global Medical Devices Co.

Oct 2013 – Apr 2014. Brand Marketing Manager -Central Nervous System (Neuro & Spine)

• Design of marketing and launching plans, product portfolio optimization, negotiation of intercompany transfer prices and product regulatory releases which completed Spine and Neuro portfolios in 100% and enabled RA to improve business unit commercial needs. 
• Developed a segmentation strategy to target private-like Hospitals (SSA) and procedures without former “Seguro Popular” and funded out-of-pocket and patient foundations, accelerated Codification and pricing approval in public market biddings, increasing market and account penetration in 15% and Listing of an aneurism clip system at the IMSS bidding which resulted in turnover growth of 30%. 
• Followed up on loaner and service and repair desk which dropped response time from 8 to 3 hrs. 

Nobel Biocare México, S.A. de C.V. Global Dental Medical Devices Co.

Jan 2012 – Dec 2012. Marketing and Training & Education Manager

• Elaboration and execution of local and global marketing strategies targeted to dental private market aligned to the NA region, sales increase of 10% vs previous year. 
• Led and coached customer service team, reduced customer complaints and response from 36 to 24 hrs.
• Designed of a marketing-educational and promotional plans including main universities and brand supported programs with KOL’s, as well as patient educational programs. Designed first Mexican educational website that offered 12+ educational programs and launching 2 marketing alliance programs for doctor’s practice. Increased sales by 20% in each account affiliated to the program.
• Implemented CRM – Sales Force at the Mexican branch with an adoption rate of 95% in 3 months.

Smith & Nephew, S.A. de C.V. Global Medical devices Co. - Advanced Wound Care Division 

Apr 2010 – Jan 2012. Marketing Manager Advance Wound Care and Acting Commercial Director (May – Oct 2011)

• Development and control of marketing plan and strategies, administration of annual marketing budget, hold P&L. Responsible for creative strategy, translation, and adaptation of marketing tools. Enhancing focus and boosting sales in 15% during first year.
• Project leader of scientific dossiers preparation for product inclusions and change of generic descriptions in the MoH and IMSS basic formulary list that boosted sales of antimicrobial product of 33% in 2011.
• As an acting Commercial Director, designed tender proposals, led, and influenced 16 sales reps to execute account penetration plans with a successful development and opening of 2 diabetic foot clinics at the first level of attention in 5 months.
• Cross functional team leadership to deploy GO to Market strategies by interacting with legislative healthcare commissions, public market C-Level (IMSS, SSA & ISSSTE) and government agencies. Launched a burn treatment protocol in at least 5 burn units and 3 contracts of MXN 600 K.
• Organization of Congresses, scientific events, advisory boards in main health institutions. Proposal, organization along Legislative Permanent Nursing Staff Commission of an international event with an estimated audience of 3,000 health care professionals. 
• Lead corporate compliance audit processes with 0 observation and 0 red flags.

Fedele, S.A. de C.V.  Pharma Industry. Prescription and OTC dermatological products.

Jan 2008 – Jan 2010. Brand Marketing Manager 

• Designed, executed and controlled the brand sales and marketing strategy for 2 brands and 33 SKU’s of prescription and OTC dermatological products. Forged creative strategy and educational program to re-launch a prescribing dermatologic product line. Sales recovered by 45%
• Administered marketing budget and held P&L. Launched and implemented annual sampling budget and monthly promotional cycle, reducing promotional costs by 30% first year.
• Managed and boomed first trade marketing strategy within pharmacy channel, boosting sell-out 23% during first quarter.
• Monitored competitors through pharmaceutical audits (Knobloch & ATV) and conducted KPI reports. 
• Responsible of building up marketing tools. Along Advertising agency conceived and launched the new image of company’s Vademecum. Prescription rate increased 20%.

Pierre Fabre Farma De México, S.A. de C.V.  Pharma Industry. 

Dec 2006 – Oct 2007. Product Marketing Manager Oncology Division.

Mapa Spontex, S.A. de C.V. Medical supplies, and consumer products.

Mar 1999 – Oct 2006 Sales & Marketing Mgr. Hospital Division 

Bachelor of Science Degree in Marketing:Universidad Tecnológica de México. Graduated with honors, award winner for best grades. GPA: 94.7/100

Leadership Program – Harvard Business School, Aug – Nov 2020

Neuro-Linguistic Programming Postgraduate:  2015-2016 Universidad Gestalt, Mexico.

Pharmaceutical Marketing Postgraduate: 2009 UNED Foundation in Madrid. Graduated with honors.