Mark Schulz

Strategic Planning & Positioning Leader | Brand Strategy, Messaging, Competitive Intelligence

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

Executive Snapshot

Strategic Planning Leader crafting compelling brand narratives and competitive positioning in pharmaceutical markets

Strategic planning and positioning leader with 20+ years developing breakthrough positioning strategies, competitive battle plans, and compelling messaging platforms for pharmaceutical brands. Managed a $30M+ strategic portfolio at WebMD/Medscape using sophisticated ROI modeling and IQVIA Rx 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 MLR and regulatory environments across oncology, cardiovascular, and HIV therapeutic areas.

Core Strengths: Brand Positioning & Differentiation • Message Development & Architecture • Competitive Strategy & Analysis • Market Segmentation & Targeting

Targeted Highlights

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

• Positioning Excellence: Led two-platform Caduet messaging overhaul through market testing and MLR approval to reposition the brand for a targeted patient segment

• Competitive Intelligence: Pioneered new-to-industry EMR-based competitive messaging channel for targeted, competitor-specific blunting during LOE

• Analytics-Driven Strategy: Built standardized ROI and partnership models across 60+ opportunities per year, informing strategic and budget decisions

Experience

VP Group Director, Customer Experience Architecture & Innovation — Invivo Brands

New York, NY | 2026-02 – Present

Architected and launched the agency's first formal CX Operating System — a five-module framework providing scalable knowledge and delivery infrastructure for the discipline
Authored an AI-enablement point of view that was adopted as the foundation for agency-wide AI workstreams
Defined a standardized KPI and reporting framework adopted across active engagements
Delivered omnichannel planning, journey mapping, and audience-segmentation frameworks across multiple accounts
Conducted competitive landscape research on major enterprise health-tech platforms to inform future opportunity planning

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
Pioneered AI integration with Pharmetheus GPT assistant, democratizing 15+ years of brand strategy insights—first internal AI tool for brand planning at agency
Developed the TAGRISSO omnichannel experience framework, aligning Patient/Caregiver CRM pathways, messaging architecture, and data-driven journey refinements
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 methodology for evaluating HCP influencers within pharma marketing

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
Managed a portfolio of ~30 strategic deals (high investment, exposure, or risk) per year, totaling $30M+ in annual sales
Led team of 3 Associate Directors and 1 Analyst providing strategic supervision across entire relationship lifecycle from ROI modeling to execution and renewal discussions
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
Led Commercial Clinical Strategy team of 4 direct reports, implementing risk and reward modeling frameworks to inform key partnership decisions
Managed ~10 strategic, performance-guarantee deals with sales of $19M+

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

Marketing Manager, LIPITOR / CADUET — Pfizer

New York, NY | 2010-01 – 2012-01

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
Coordinated critical competitive messaging across multiple cross-functional teams and business units while managing external agency relationships
Developed multichannel mix of email, direct mail, and web detailing during Lipitor's critical final quarters of patent protection to maintain clinical differentiation and optimize competitive opportunities
Introduced a new-to-industry EMR-based competitive messaging channel that established an innovative new channel for targeted, competitor-specific blunting
Managed $10+ million HCP marketing budget for CADUET brand, optimizing marketing mix amid extreme field force reductions to drive share stabilization

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

Implemented EMR-based competitive messaging and digital-mix share of voice strategies for VIAGRA brand positioning
Led platform evolution and pull-through initiatives to optimize brand positioning and messaging effectiveness
Managed tactical pull-through and evolution of PCP and Specialist platforms to drive share stabilization during challenging market conditions
Optimized marketing mix strategy in response to extreme Field Force reductions while maintaining brand performance
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

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
Coordinated conventions and speaker captain programs to enhance healthcare professional engagement and brand education

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