For a second-generation family-owned and run pharma/biotech SaaS compliance business engaged to identify and embed marketing strategy and customer insight for a traditionally sales and product driven business, faced with significant market and competitor shifts.
Senior leadership team had a general “sense” of the importance of marketing at this time in the company's life, and wanted to gain a clear understanding of what that would look like: goals, priorities, metrics, capabilities, and investment required.
Conducted in-depth employee (leader and influencer) and client interviews to surface brand perceptions, opportunities and challenges across Product, Sales, and Service, and organization readiness to embrace and support marketing leadership.
Codified the immediate priorities given an impending product launch significant to the Company's overall performance, and led marketing launch including developing digital, sales and PR assets.
Advised Chairman and VP - Sales on recruiting Company's first Marketing Director.
Product launch vastly exceeded targets.
This first-ever experience with a professionalized approach to marketing led to establishing a Marketing function and recruiting a full-time, high potential leader to continue this journey for the Company.
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Amy Radin's views on innovation became my team’s manifesto.
She inspires you to keep the momentum while laying out the steps needed to move through the inevitable resistance you’ll face. She is an invaluable resource to teams with a bold agenda.
Senior Lecturer, Harvard Business School; Former Chief Marketing Officer, Aetna