Rachel O'Neale

Experience

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  GlaxoSmithKline

  Sept 2004 - Apr 2015

  Responsible for translating EU commercial strategies into tangible action plans across key markets. Implemented COPD/Smoking Health joint working initiative and campaign, led Seretide Generic Readiness review initiative in preparation for the loss of exclusivity of our largest asset, led strategic planning to identify areas of alignment in respiratory and patient adherence between GSK and WBAD (Global pharmacy chain) to initiate joint working collaborations, and led the launch, communications and administration of the EU Pharma Winning Performance Awards 2014 Show less Leadership of the Respiratory Brand Building & Treatment Evolution marketing teams (6 marketers) with responsibility for development & delivery of the commercial plan to increase national demand for Seretide in an increasingly competitive market. In 2012, decline in share of opportunities improved from -2.4% to -1.8%, volume growth improved from 2.3% (full year 2011) to 3% (full year 2012), 2013 sales were 7% ahead of plan by July. Deliverables contributing towards this include:Development of Seretide strategic brand plan for growth (2012) and profit optimisation (2013)Deep dive into Seretide competitiveness with improvement plan delivered through a matrix team (sales, marketing & medical)Harnessed customer insights to develop Seretide multichannel strategy, orientated around “truly useful content” on Seretide.co.uk. Unique HCP visits increased by 230% (over 1000 pcm), of this, 20% were repeat visits indicating the value of the content to HCP. MOP visits increased by 730% without traffic-driving, suggesting HCPs may be recommending Seretide.co.uk to their patients. Created closed loop marketing culture across therapy team to take insights from web-listening, iPad detailing and Seretide.co.uk activity to rapidly respond to customer content preferences and information requirements.Dedicated review of all national respiratory management strategies to ensure communications with HCPs have NHS policy context and resonate with the customer agenda. Adopted & established ADP techniques across the team to ensure tight adherence to plan & excellent, on-time delivery of all elements (implement, embed & grow). Budget (£1.1m) management with 99.84% accuracy in 2012 Show less 50% digital marketing consultant and 50% second line management leading the two teams that make up DCG Inbound. Inbound up-sell and cross-sell on all vaccine orders placed directly with GSK, delivering £30m p.a., in 2011 Inbound delivered 17% growth (target 8%). Inbound also deliver value to GSK through customer loyalty, developed through excellent customer experiences. Digital marketing responsibilities include enabling new digital channels (live webchat and new IP telephony) and leadership of internal digital engagement. Deliverables contributing towards this include:Developed long term vision for improving customer experiences and customer loyalty, evolved inbound culture to deliver this vision and engaged key business groups affecting customer experiences to ensure internal processes are customer centric. Developed culture of empowerment and accountability across Inbound through team leaders.Created an identity and brand for Inbound to improve impact of communications. Create culture of identifying and leveraging high impact tactics (voice of the customer insights, flexing personality styles, power of no, negotiating and influencing skills) to enable team to advocate for the customer in communications with other business groups. Consistent above target sales performance 2010 and 2011 Leading communications and engagement strategy for digital marketing through robust situation scan, strategy development, and detailed tactical planning. Show less UK Pharmaceutical future leaders talent programme. 6 – 12 month rotations within Market Development: policy review and change management following a landmark ABPI ruling on patient audit activities. HIV Brand Team: European Allstars award for best campaign implementation. KEE engagement in patient outreach campaign.Sles representative: Sole responsibility for launch of Bonviva for GSK in South Essex working collaboratively with Roche. Improved territory performance from 63rd to 45th position nationally. Metabolic brand champion for Eastern region, leading on the roll-out of a new sales modelSeretide Brand Team: Led research review and recommendations on what motivates prescribers to attend pharmaceutical meetings. Coordinated and led a series of national KEE meetings. Show less

  • Ways of Working lead, Global HCP Engagement Initiative (CET sponsored)

    Mar 2014 - Apr 2015

  • Commercial activation lead - EU region

    Sept 2013 - May 2014

  • Marketing Manager Respiratory - UK Pharma

    Oct 2011 - Aug 2013

  • Inbound Sales Manager - Digital Customer Group

    Nov 2009 - Sept 2011

  • Brand Manager and Launch Lead - allergy and ROI brands

    Apr 2008 - Oct 2009

  • Customer Srategy Manger - General Practitioners

    Apr 2007 - Mar 2008

  • Commercial Management Traine

    Sept 2004 - Mar 2007
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  GSK

  May 2015 - Feb 2018

  Responsible for commercial operations in GSK Myanmar. Delivering aggressive P&L and growth targets in a rapidly developing economy through leadership of the sales and marketing organisation and skilled management of key internal and external relationships. Set up and lead the multichannel Marketing Excellence team based in Singapore. Deploy and embed the new global pharma operating model and change initiative through strategic multichannel marketing capability building across GSK. Develop and deliver customised capability programmes for each of the top 22 markets, (specifically leading on Asian markets) leveraging a blend of online, face to face and peer to peer programmes.

  • Commercial Director GSK Myanmar

    Oct 2016 - Feb 2018

  • Multichannel Marketing Excellence Director

    May 2015 - Sept 2016
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  Novartis

  Mar 2018 - now

  Responsible for commercial operations for Novartis Pharma in Vietnam, ensuring stability during a global pandemic and establishing a strategy that delivers a fast return to double digit growth in 2022 (17%) and market development for sustainable competitive advantage• Growing faster than the market in all key therapy areas, overall market share increased 2 points to 10% since COVID• Improved profitability and efficiency of the organisation due to resource optimisation, overall cost reduction of 20% vs pre-COVID. • Increased customer and patient centricity through healthcare system strengthening and patient journey acceleration programmes in collaboration with the MOH and key external stakeholders• Accelerate access to medicines through novel access programmes and novel health financing programmes.• Develop an innovative, psychologically safe environment with smart risk-taking, including transitioning the organisation to Agile methodologies, and adopting a test-and-learn approach to new commercial models• Talent development – 10 of 11 top talents promoted in 2021/2. 3 international talent exports. Show less

  • Country President, Novartis South Africa

    Aug 2022 - now

  • General Manager, Novartis Pharma Vietnam

    Sept 2020 - Jul 2022

  • Franchise head, Central and Eastern Europe

    Mar 2018 - Aug 2020