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Mark Schulz

Brand Management Leader | Portfolio Strategy, Launch Excellence, Campaign Execution
New York, NY • LinkedIn: linkedin.com/in/mschulz

Executive Snapshot

Brand Management Leader driving portfolio growth and launch excellence across therapeutic areas

Brand marketing leader with 20+ years spanning manufacturer, agency, and publisher perspectives. Former US HCP Marketing Manager for LIPITOR and CADUET at Pfizer, managing $10M+ A&P budgets across product lifecycles from growth through loss of exclusivity. Proven track record orchestrating product launches, developing integrated HCP and patient campaigns, and managing multi-million dollar portfolios across oncology, cardiovascular, and specialty therapeutic areas. Known for partnering across sales, medical affairs, and market access to align brand messaging with disciplined tactical execution—optimizing budget allocation for maximum ROI and measurable market impact.

Core Strengths: Brand Marketing & Portfolio Management • Launch Planning & Execution • Campaign Execution (HCP & Patient) • A&P Budget Management ($10M+)

Targeted Highlights

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

• Launch Excellence: Launched new Live-Rep Video Detailing for Caduet and drove market testing, MLR approvals, and a two-platform brand overhaul to reposition the product for a target segment

• Oncology Brand Leadership: Led experience planning for 9 oncology brands across 6 clients—including KISQALI, TAGRISSO, and BRUKINSA—ensuring every tactic tied back to brand imperatives

• Integrated Campaign Management: Built full-funnel HCP and patient engagement ecosystems spanning digital, CRM, media, and congress activations across major therapeutic franchises

Experience

VP Group Director, Customer Experience Architecture & Innovation — Invivo Brands
New York, NY | 2026-02 – Present
  • Designed always-on dashboards for HCP and patient audiences, eliminating recurring manual web reporting and enabling continuous campaign measurement
  • Delivered omnichannel planning, journey mapping, and audience-segmentation frameworks across multiple pharmaceutical and consumer-health accounts
  • Built programmatic data pipelines to automate analytics reporting, replacing manual report-building with repeatable, scalable workflows
  • Defined a standardized KPI and reporting framework adopted across active brand engagements
  • Serve as embedded CX strategist across accounts, translating brand strategy into omnichannel experience and measurement plans
VP, Experience Planner — Biolumina (Omnicom)
New York, NY | 2021-04 – 2025-12
  • 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
  • Developed the TAGRISSO omnichannel experience framework, aligning Patient/Caregiver CRM pathways, messaging architecture, and data-driven journey refinements
  • Served as Lead Experience Planner for BRUKINSA (zanubrutinib) for BeiGene, shaping omnichannel strategy and driving end-to-end HCP experience and conversion planning
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
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
  • Managed ~10 strategic, performance-guarantee deals with sales of $19M+
  • 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 project management and digital strategy for BANZEL (epilepsy) patient website, social media campaigns, and email programs as lead PM and digital consultant
  • Oversaw full digital promotion ecosystem for BANZEL brand spanning web, social, and CRM channels with cross-functional team coordination
  • Led development of innovative mobile smartphone application for MS patients on TECFIDERA, pioneering one of the first-of-its-kind patient support apps in pharma
  • 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
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
  • Managed $10+ million HCP marketing budget for CADUET brand, optimizing marketing mix amid extreme field force reductions to drive share stabilization
  • Launched new Live-Rep Video Detailing platform for Caduet, expanding digital engagement capabilities for healthcare professional interactions
  • Drove final market testing, review committee approvals, and launch of a two-platform overhaul to Caduet messaging to invigorate brand identity and position the product for a particular patient segment
  • Managed Professional Media Plan execution across CV franchise, coordinating media space allocation and campaign delivery
Associate Marketing Manager, CADUET — Pfizer
New York, NY | 2009-01 – 2009-12
  • Served as Tablet PC Detailing Captain and led SOV digital initiatives, journal ad development and launch, and platform evolution and pull-through for the CADUET brand
Associate Marketing Manager, VIAGRA / REVATIO — Pfizer
New York, NY | 2007-07 – 2008-12
  • Prepared and managed individual $4.5-million+ marketing budget for VIAGRA brand HCP marketing initiatives
  • Managed savings card program, media planning, conventions and speaker captain initiatives for VIAGRA brand portfolio
  • Executed comprehensive brand management for US HCP commercial promotion across VIAGRA, LIPITOR, CADUET, and REVATIO portfolio
  • 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
  • Managed comprehensive personal and non-personal HCP marketing campaigns across 4 major brands: VIAGRA, LIPITOR, CADUET, and REVATIO
  • Developed savings card program and comprehensive media planning initiatives to support brand accessibility and market penetration
  • Project managed select high priority premium budgets in excess of $500K for Viagra marketing campaigns
  • Coordinated conventions and speaker captain programs to enhance healthcare professional engagement and brand education

Skills

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

Analytics & Measurement: ROI modeling & forecasting, Campaign performance analytics, Budget variance analysis, Market share tracking, Segmentation & targeting, NRx/TRx impact analysis, HCP and patient dashboards, 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