Mark Schulz

Director, Brand Marketing – Pharmaceuticals | P&L Management, Lifecycle Strategy, A&P Budget Leadership

New York, NY • LinkedIn: linkedin.com/in/mschulz

Executive Snapshot

Senior pharmaceutical brand marketer with proven P&L ownership and multimillion-dollar A&P budget management across product lifecycles

Senior pharmaceutical brand marketer with 20+ years spanning manufacturer, agency, and publisher. Former US HCP Marketing Manager for LIPITOR and CADUET at Pfizer, now bringing 360° market perspective. Proven track record leading cross-functional brand teams, managing $10M+ A&P budgets, and driving market-shaping initiatives across lifecycle stages—from growth and maturation to loss of exclusivity. Known for integrating data, customer insight, and disciplined execution to build differentiated brands, protect share, and unlock new sources of growth.

Core Strengths: Brand Strategy & Positioning • Lifecycle & LOE Management • A&P Budget Management ($10M+) • Portfolio & Franchise Strategy • Promotional Strategy & Messaging • Cross-Functional Leadership • Forecasting & Budget Optimization • HCP & Patient Marketing

Targeted Highlights

• P&L Ownership: Managed $10M+ US HCP budget for LIPITOR/CADUET at Pfizer, leading pivotal marketing initiatives as brands approached loss of exclusivity

• Portfolio Leadership: Led commercial clinical strategy for $30M+ annual portfolio at WebMD/Medscape, using ROI modeling and IQVIA analysis to guide brand spend

• Lifecycle Expertise: Pioneered EMR-triggered competitive blunting messaging and launched Pfizer's first branded HCP podcast, extending brand impact through LOE

• Integrated Brand Planning: Shaped omnichannel strategy for 9 oncology brands across 6 clients, ensuring every tactic tied back to brand imperatives and objectives

Experience

VP, Experience Planner — Biolumina (Omnicom)

New York, NY | 2021-04 – Present

Supported TAGRISSO DTC brand initiatives by designing omnichannel CRM, segmentation, CTV/OTT, and experiential congress frameworks for patient/caregiver audiences
Built and refined full-funnel engagement ecosystems for KISQALI, mapping behavioral pathways, conversion logic, and channel sequencing across digital, CRM, media, and congress activations
Lead Experience Planner for KISQALI (ribociclib), a leading global CDK4/6 breast cancer therapy, driving annual omnichannel planning across both HCP and patient audiences
Led creation, testing, and deployment of multiple custom GPTs for Biolumina and oncology-focused brands
Created internal 'Xosystem' (experience ecosystem) process to optimize TAGRISSO DTC tactical planning and execution across omnichannel customer touchpoints

VP, Group Account Supervisor — Harrison & Star (Omnicom)

New York, NY | 2020-10 – 2021-02

Provided oversight of several tactics comprising a new mini-campaign launch for a leading HIV treatment, aligning strategy and client expectations to tactical executions across all agency departments
Drove execution of new tactics leveraging expanded core messaging claims for a leading oncology treatment, managing cross-departmental alignment from strategy through execution

Senior Director, Data Strategy & Operations — WebMD/Medscape (Internet Brands)

New York, NY | 2019-03 – 2019-11

Designed and launched a new sprint management process that created a nexus for cross-functional senior leadership to collaborate more actively, driving deeper understanding of data procedures, and focusing 300+ hrs per week on the priority initiatives
Analyzed and presented pricing recommendations for customized data services, which cleared a path to $500K+ potential upside for most major accounts

Team Leader, Sr. Dir., Commercial Clinical Strategy — WebMD/Medscape (Internet Brands)

New York, NY | 2017-12 – 2019-03

Managed a portfolio of ~30 strategic deals (high investment, exposure, or risk) per year, totaling $30M+ in annual sales
Conducted best-in-class strategic oversight from initial ROI modeling through final campaign impact measurement via NRx/TRx test-versus-control analysis conducted by IQVIA
Distilled key insights and optimizations from analyses, and presented findings to client teams to steer renewal decisions and strengthen account relationships

Director, Marketing Strategy & Analytics — WebMD/Medscape (Internet Brands)

New York, NY | 2016-05 – 2017-12

Analyzed brand opportunities for WebMD to structure programs with optimal impact and ROI, developing strategic frameworks for pharmaceutical partnership evaluation
Partnered across all internal business functions to align the execution of promotion to the strategic vision through data-driven campaign optimizations that would show clear impact on Rx impact results
Built standardized ROI projection and partnership structure analyses, enabling consistent modeling for over 60+ opportunities per year, including a bulk model of all promoted drugs on the market

VP, Project Management, Group Supervisor — Patients & Purpose (Omnicom)

New York, NY | 2014-12 – 2016-05

Managed major indication launch for LUCENTIS (wet AMD) treated as full brand launch, overseeing complete website redesign and digital ecosystem overhaul for patient and caregiver audiences
Led cross-functional teams to deliver responsive website and comprehensive digital asset suite for LUCENTIS new indication launch targeting patients and caregivers
Managed full product lifecycle from concept to launch for groundbreaking TECFIDERA mobile app, establishing new standards for digital patient engagement in MS treatment
Built and introduced an SOW burn tracker used to enhance estimates, the tracking of actuals, inter-department management of hours, and earlier identification of divergence from forecasts
Led project management and digital strategy for BANZEL (epilepsy) patient website, social media campaigns, and email programs as lead PM and digital consultant

Project Management, Group Supervisor — Patients & Purpose (Omnicom)

New York, NY | 2014-01 – 2014-11

Supervised and developed growth of multiple direct reports while formulating and executing annual Statement of Work for major pharmaceutical clients
Reported billable hour actuals, forecasts and accruals to senior management to manage quarterly and annual closes accurately and meet agency-wide financial reporting rollups to Omnicom/analysts
Built new comprehensive SOW and multi-department billable resource tracker and workflows that increased accuracy of forecasts and the tracking of actuals, eliminating last-minute identification of financial variances from forecast

Senior Project Manager — Patients & Purpose (Omnicom)

New York, NY | 2012-02 – 2013-12

Managed full PM team for major pharmaceutical clients with 5 direct reports, overseeing annual SOW formulation and execution
Executed complex multi-departmental resource coordination for major pharmaceutical client projects, managing cross-functional teams and stakeholder alignment
Managed complex timelines to deliver cutting-edge responsive and HTML5 sites for consumer digital asset creative & web development projects

Marketing Manager, LIPITOR / CADUET — Pfizer

New York, NY | 2010-01 – 2012-01

Managed combined CV franchise marketing budget exceeding $10 million+ for both Lipitor and Caduet HCP marketing initiatives across multiple channels
Launched new Live-Rep Video Detailing platform for Caduet, expanding digital engagement capabilities for healthcare professional interactions
Managed Professional Media Plan execution across CV franchise, coordinating media space allocation and campaign delivery
Managed $10+ million HCP marketing budget for CADUET brand, optimizing marketing mix amid extreme field force reductions to drive share stabilization
Managed a $10M+ portion of US HCP marketing budget to efficiently target print and digital promotion to US healthcare professionals for Lipitor and Caduet

Associate Marketing Manager, CADUET — Pfizer

New York, NY | 2009-01 – 2009-12

Tablet PC Detailing Captain, SOV digital initiatives, Journal ad development and launch, Platform evolution and pull-through, Managing internal competition for bandwidth

Associate Marketing Manager, VIAGRA / REVATIO — Pfizer

New York, NY | 2007-07 – 2008-12

Managed savings card program, media planning, conventions and speaker captain initiatives for VIAGRA brand portfolio
Prepared and managed individual $4.5-million+ marketing budget for VIAGRA brand HCP marketing initiatives
Managed online voucher ordering system for VIAGRA brand, streamlining distribution and tracking processes
Managed online voucher ordering system for VIAGRA brand, coordinating marketing efforts across physicians, customers, management, and cross-functional colleagues
Developed and launched journal advertisement campaigns as part of comprehensive HCP marketing strategy

Administrative Assistant, VIAGRA / REVATIO — Pfizer

New York, NY | 2001-07 – 2007-07

Developed savings card program and comprehensive media planning initiatives to support brand accessibility and market penetration
Managed comprehensive personal and non-personal HCP marketing campaigns across 4 major brands: VIAGRA, LIPITOR, CADUET, and REVATIO
Coordinated conventions and speaker captain programs to enhance healthcare professional engagement and brand education
Project managed select high priority premium budgets in excess of $500K for Viagra marketing campaigns
Problem solved for Worldwide Professional Relations manager on projects often $1M+, managing multi-departmental coordination and holding account expense reconciliation

Temporary Administrative Assistant — Pfizer

New York, NY | 1998-05 – 2001-06

Multiple temporary administrative assistant assignments on several marketing teams at Pfizer including ZOLOFT, NORVASC, GLUCOTROL XL, and VIAGRA

Skills

Brand & Commercial Strategy: Brand strategy & positioning, Lifecycle & LOE management, Portfolio & franchise strategy, A&P budget management ($10M+), Promotional strategy & message architecture, Launch planning & execution, HCP & patient marketing, Cross-functional leadership (sales, medical, access, finance), Competitive strategy & market shaping

Analytics & Measurement: ROI modeling & forecasting, Campaign performance analytics, Budget variance analysis, Market share tracking, Competitive intelligence, Segmentation & targeting, NRx/TRx impact analysis, Digital analytics

Therapeutic Expertise: Oncology (KISQALI, TAGRISSO, BRUKINSA), Cardiovascular (LIPITOR, CADUET), Men's health (VIAGRA), HIV therapeutics, Rare disease (BANZEL), Multiple sclerosis (TECFIDERA), Ophthalmology (LUCENTIS)

Education

Master of Business Administration in Business Administration — University of Phoenix

Bachelor of Fine Arts in Arts — New York University, Tisch School of the Arts