Years of Global Marketing Experience
Charles B. Shiner
Collegeville,PA
Summary
Corporate professional prepared to lead at executive level, with background in strategic planning and operational execution. Recognized for effectively leading teams and driving impactful results. Known for adaptability and reliable performance in dynamic environments. Key skills include strategic vision, financial acumen, and team leadership.
Overview
13
13
8
8
Of Sales/Operations Experience
Work History
Associate Vice-President, Gene Therapy Marketing
ROCKET PHARMACEUTICALS
04.2022 - Current
- Hired into this executive leadership role to support the commercialization of multiple gene therapies across both platforms including programs using Adeno-Associated Virus (AAV) and Lentiviral Vectors (LV) for rare pediatric hematologic and cardiovascular diseases
- I am responsible for the commercial strategy development and work in close partnership with global medical affairs, clinical and value/access to support the core activities for a successful commercial launch
- Drive the global strategies for the full range of assets in the current Rocket portfolio including3 LV and3 AAV program including go-to-market strategies, organizational design and value and access strategies
- Developing the channel strategy to support the global qualified treatment centers (QTCs) including the identification, selection and on-boarding of partners and centers to prepare to treat appropriate patients upon approval
- Partner with our cross-functional team members in technical operations, CMC and quality to support the development of the commercial ecosystem and systems for launch
- Head the global brand and launch teams to prepare the organization for the commercial activities beyond the regulatory filings, submissions, and approvals
- Responsible for the patient finding efforts across the various disease states to support the on-going clinical program and the market development, including the development of the company-sponsored genetic testing program for our cardiovascular programs
- Preparing the product positioning, messaging, and materials to support accelerated approvals for RP-L201 & RP-L102 on a global basis including materials for advisory comments
- Spearheaded initiatives to reduce costs while maintaining quality.
- Oversaw talent acquisition efforts, attracting top talent from diverse backgrounds and skill sets while maintaining a rigorous selection process for continued excellence within the organization.
- Cultivated a culture of continuous learning among employees through professional development opportunities, fostering an environment of collaboration and innovation.
- Implemented data-driven decision-making practices to inform business strategy and optimize performance metrics across all departments.
- Interacted well with customers to build connections and nurture relationships.
Global Market Lead – Rare Blood Disorders
SANOFI-GENZYME
07.2021 - 04.2022
- Appointed to this commercial leadership role to manage the rare blood disorders portfolio in the global market including APAC, BRIC and EU Markets
- This role supported the in-line and pipeline portfolio to evaluate sales performance and potential including manufacturing and supply forecasts as a part of annual business prioritization and planning
- Partner with local countries to maximize the existing inline brands and launch preparation of the Rare Blood Disorder portfolio of products including therapies for Hemophilia A & B - ELOCTATE & ALPROLIX, acquired thrombotic thrombocytopenic purpura (aTTP) - CABLIVI & cold agglutinin disease (CAD) - ENJAYMO
- Developed targeted marketing plans, increasing brand awareness and market penetration.
- Coached team members for improved performance and skill development within marketing projects.
- Enhanced brand storytelling by developing compelling narratives that resonated with target audiences.
Global Brand Lead, Global Marketing
SANOFI-GENZYME
09.2019 - 07.2021
- Hired to this commercial leadership role to support the global commercial launch of venglustat in ADPKD, a GCS inhibitor in clinical development
- This role is designated as one of the top6 programs in the organization
- Responsibilities include hiring and leading a global marketing center of excellence and developing the global launch and commercialization strategy for the product
- Developed the global strategic brand plan for the product including pre-launch market shaping programs, disease awareness communication tools and omni-channel tools for launch
- Lead the global launch commercialization strategy including regional/country launch planning
- Member of the rare disease leadership team and supporting the cross-venglustat indications beyond ADPKD including various preparatory activities including global commercialization strategy, pricing and market access
- Member of the rare disease leadership team and supporting the cross-venglustat indications beyond ADPKD including various preparatory activities including global commercialization strategy, medical communications and publication strategy, global pricing and reimbursement strategies
- The clinical development program for venglustat in ADPKD was stopped due to a lack of efficacy in the phase III clinical trial
- Skilled at working independently and collaboratively in a team environment.
- Excellent communication skills, both verbal and written.
Vice-President, Global Marketing
ROCKWELL MEDICAL INC
12.2018 - 09.2019
- Hired to commercially launch Triferic (ferric pyrophosphate citrate), an iron replacement therapy, in the U.S and globally
- Responsibilities include hiring and leading a team of marketers, agency partners and cross functional teams to launch the product portfolio in the dialysis market
- Developed and executed the brand strategic plan including enabling the first commercial launch of Triferic since approval including all new creative, messaging, positioning and KOL development for the product
- Responsible for the P&L for the branded therapeutics across the globe including the commercial launch of Triferic within six months of joining the organization
- Member of the senior management team and active in the business development and commercialization in the EU, Japan and China
- Built strong relationships with key stakeholders by facilitating regular communication and collaboration.
Sr. Director, Renal Marketing
OTSUKA AMERICA PHARMACEUTICALS
11.2017 - 12.2018
- Appointed to this senior marketing leadership role as the franchise lead for tolvaptan
- Responsibilities included driving brand growth and management of SAMSCA (tolvaptan) and led the commercial development and launch of JYNARQUE (tolvaptan) to treat Autosomal Dominant Polycystic Kidney Disease (ADPKD), a rare and life-threatening heredity kidney disease
- Developed and managed the P&L that increased sales of SAMSCA by13% resulting in over performance of119% of the net sales budget
- Launched JYNARQUE (tolvaptan), the first-and-only FDA approved treatment ADPKD, resulting in over $60M in sales in the first five-months
- Led launch projects including cross-functional launch team including a strict Elements to Assure Safe Use (ETASU) REMS program, closed distribution specialty pharmacy and market access strategy for the orphan drug launch
- Established the tolvaptan global brand team for ADPKD to address country specific issues and find potential synergies in global strategies
- Developed and executed comprehensive strategic initiatives by aligning team goals with organizational vision.
Education
MBA -
Northern Illinois University
DeKalb, IL12.2009
BS - Business Administration, Spanish Language
University of California, Riverside
Riverside, CA06.1999
Skills
- Strategic Planning
- Market Development
- Organizational Design
- Global Launch Experience
- Executive Presentation Skills
- Organizational Leadership
- Brand Marketing
- Team Building
- Value & Access
Timeline
Associate Vice-President, Gene Therapy Marketing
ROCKET PHARMACEUTICALS
04.2022 - Current
Global Market Lead – Rare Blood Disorders
SANOFI-GENZYME
07.2021 - 04.2022
Global Brand Lead, Global Marketing
SANOFI-GENZYME
09.2019 - 07.2021
Vice-President, Global Marketing
ROCKWELL MEDICAL INC
12.2018 - 09.2019
Sr. Director, Renal Marketing
OTSUKA AMERICA PHARMACEUTICALS
11.2017 - 12.2018
MBA -
Northern Illinois University
BS - Business Administration, Spanish Language
University of California, Riverside
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