Michelle Beck - Palomar College

TODD WRIGHT
13677 Royal Saddle Drive
Carmel, IN 46032
Phone: (317) 574-0146 Email: wrightwt@lilly.com
SUMMARY
Brand Management with over seventeen years sales & marketing experience working both in the private and
public sectors providing strategic marketing development and execution. Proven track record of engaging and
leading sales forces to both understand the essence of brand strategy while engaging and motivating them to
meet sales plan.
EXPERIENCE
Eli Lilly & Company, March 2004 – Present
Indianapolis, IN
Strategy Consultant, Neuroscience Business Unit 2011 – Present
• Responsible for leading Neuroscience Business Unit level tactics and strategic initiatives to support
implementation of the Business Unit Strategy.
• Lead business unit innovation projects to enable us to meet our business unit objectives.
These projects are designed to improve our ability to achieve customer leadership to leading the
exploration of a different promotional model that will enable us to meet customer needs with much
less spend.
• Lead sales force deployment strategies including sales force design and sizing.
• Own business unit scorecard and metrics.
• Lead efforts to develop and execute business unit feedback loop that will enable us to better understand
any gaps in our customers’ experiences. This feedback loop will help us to optimize our customer
offerings.
• Align Brands and cross-functional groups to NSBU Strategy.
• Drive efficiencies across the Business Unit.
Indianapolis, IN
Associate U.S. Brand Manager, Zyprexa Relprevv 2008 – 2011
• Developed the U.S. launch marketing strategy.
• Led White Card development to better understand our customers and why they use depot medications.
• Led the sales message development based off of White Card research.
• Led Thought Leader engagement.
• Developed the training for the national sales force.
• Led the planning and implementation of the National Launch Meeting.
• Continuous monitoring of the market place and the brand strategy to identify new/existing opportunities.
• Manage the Customer Council/Brand Planning process for the U.S.
Indianapolis, IN
Senior Payer Marketing Associate, Zyprexa 2007 – 2008
• Developed the Payer Marketing Strategy for Zyprexa to help ensure that the appropriate patients have
access to Zyprexa
• Successfully managed a $20million annual budget to within allowable +/- 5% variance
• Ensured alignment to the marketing strategy between the B2B Division and the Sales Division
• Led cross-functional team to develop the integrated marketing strategy for the B2B and Sales divisions
to prepare for the first generic entry into the market place
• Assessed current marketing channels used by B2B to reinforce payer message and recognized a gap:
o Created an industry first Payer Website to house current Zyprexa resources for the payer customer
to access electronically as well as be the platform to have Peer-to-Peer Web conferences.
o Initiated a Direct-to-Physician Payer marketing campaign that would combine both the Zyprexa
clinical message as well as payer access at the physician’s local level. The DTP would be
coordinated with overlapping sales rep responsibility to reinforce campaign.
Lilly Marketing Excel Award Winner, 2008