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Mark Schulz

Director, Strategic Planning & Positioning | Competitive Strategy, Messaging, Business Case Development
New York, NY • LinkedIn: linkedin.com/in/mschulz

Executive Snapshot

Strategic planning leader with deep expertise in brand positioning, competitive intelligence, and message architecture development

Strategic planning and positioning expert with 20+ years developing breakthrough positioning strategies, competitive battle plans, and compelling messaging platforms for pharmaceutical brands. Former strategic lead at WebMD/Medscape managing $30M+ portfolio with ROI modeling and IQVIA impact analysis. Proven ability to analyze competitive landscapes, identify white space opportunities, and craft differentiated brand narratives that resonate with diverse stakeholders while navigating complex regulatory environments.

Core Strengths: Strategic Planning • Brand Positioning • Competitive Strategy • Message Development • Market Segmentation • ROI Modeling & Analytics • Business Case Development • Stakeholder Influence

Targeted Highlights

• Strategic Portfolio Management: Managed $30M+ strategic portfolio at WebMD/Medscape using sophisticated ROI modeling and IQVIA Rx impact analysis

• Positioning Excellence: Developed brand positioning and messaging platforms for oncology, cardiovascular, and HIV therapeutic areas

• Competitive Intelligence: Led competitive analysis and market assessment initiatives informing strategic planning and budget allocation decisions

• Analytics-Driven Strategy: Built custom analytics platforms and AI tools to accelerate strategic insights generation and decision-making

Experience

VP, Experience Planner — Biolumina (Omnicom)
New York, NY | 2021-04 – Present
  • Created an AI ideation GPT using AIDA, PAS, FOMO, SCAMPER, FAB, StoryBrand, and more
  • Developed methodology for evaluating HCP influencers within pharma marketing
  • Supported TAGRISSO DTC brand initiatives by designing omnichannel CRM, segmentation, CTV/OTT, and experiential congress frameworks for patient/caregiver audiences
VP, Group Account Supervisor — Harrison & Star (Omnicom)
New York, NY | 2020-10 – 2021-02
  • Drove execution of new tactics leveraging expanded core messaging claims for a leading oncology treatment, managing cross-departmental alignment from strategy through execution
  • 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
Senior Director, Data Strategy & Operations — WebMD/Medscape (Internet Brands)
New York, NY | 2019-03 – 2019-11
  • Analyzed and presented pricing recommendations for customized data services, which cleared a path to $500K+ potential upside for most major accounts
  • 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
Team Leader, Sr. Dir., Commercial Clinical Strategy — WebMD/Medscape (Internet Brands)
New York, NY | 2017-12 – 2019-03
  • 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
  • Distilled insights from various data streams to present optimization recommendations to client leaders for campaign performance improvement
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
  • 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
  • Provided sales team with deal-structure recommendations based on performance modeling to inform and strengthen pre-sales negotiations
  • 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
  • Performed performance modeling of specialized partnership structures and campaign guarantees
VP, Project Management, Group Supervisor — Patients & Purpose (Omnicom)
New York, NY | 2014-12 – 2016-05
  • Formulated and executed annual Statement of Work (SOW) for complex multi-department resourcing across pharmaceutical client operations
  • Successfully navigated client regulatory requirements to deliver multi-property Responsive Web Design and Digital Publishing solutions within 24 hours of PDUFA approval
  • 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
Project Management, Group Supervisor — Patients & Purpose (Omnicom)
New York, NY | 2014-01 – 2014-11
  • Supervised and grew PM team from initial size to 5 direct reports, establishing full project management capabilities for major pharmaceutical clients
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
Marketing Manager, LIPITOR / CADUET — Pfizer
New York, NY | 2010-01 – 2012-01
  • Coordinated critical competitive messaging across multiple cross-functional teams and business units while managing external agency relationships
  • Led integration of Caduet messaging into combined CV franchise management team, maintaining extensive cross-functional partnerships across non-representative channels, media space, and consumer initiatives
  • Managed $10+ million HCP marketing budget for CADUET brand, optimizing marketing mix amid extreme field force reductions to drive share stabilization
  • Introduced a new-to-industry EMR-based competitive messaging channel that established an innovative new channel for targeted, competitor-specific blunting
  • 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
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 tactical pull-through and evolution of PCP and Specialist platforms to drive share stabilization during challenging market conditions
  • Led platform evolution and pull-through initiatives to optimize brand positioning and messaging effectiveness
  • Implemented EMR-based competitive messaging and digital-mix share of voice strategies for VIAGRA brand positioning
  • Optimized Review Committee operations through implementation of new 'global guidance' procedures and development of extensive Advertising and Promotions Guidebook and eReference Repository as Review Committee Captain
  • Optimized marketing mix strategy in response to extreme Field Force reductions while maintaining brand performance
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
  • Coordinated conventions and speaker captain programs to enhance healthcare professional engagement and brand education
  • Managed comprehensive personal and non-personal HCP marketing campaigns across 4 major brands: VIAGRA, LIPITOR, CADUET, and REVATIO
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

Strategic Planning & Positioning: Brand positioning & differentiation, Competitive strategy & battle planning, Message architecture & platform development, Market segmentation & targeting, Business case development, Commercial strategy & forecasting, MLR/regulatory navigation, Stakeholder influence & executive communications

Analytics & Insights: ROI modeling & scenario planning, Market research interpretation, Competitive intelligence & market assessment, IQVIA Rx impact analysis, Performance modeling & forecasting, Data-driven decision making, Custom analytics platform development, AI-powered insights generation

Therapeutic Expertise: Oncology (KISQALI, TAGRISSO, BRUKINSA), Cardiovascular (LIPITOR, CADUET), HIV therapeutics, Rare disease (BANZEL), Multiple therapeutic area experience

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