Functional Skills
Business Analysis
Business Development
Business Operations
Clinical Development
Clinical Trial Design
Commercial Strategy
Content Marketing
Market Research
Market Penetration
Product Development
Product Launch
Strategic Planning
Sector Experience
Healthcare
Life Sciences & Pharma
Fortune 500
Experience
RBEIZ BIO CONSULTING LLC
Management Consulting
Founder, Principal Consultant
1/2023 - Present
Strategic commercial and program consulting for clinical-stage biotechnology and large pharmaceutical companies.
• Leading a large pharmaceutical company's global and US strategic planning for a novel investigational monoclonal antibody (in Phase 3) with an anticipated 2027 launch for the treatment of atopic dermatitis.
• Designed & delivered multi-indication Medical Affairs scientific communications and engagement training programs, resulting in measurable improvements in MSL to HCP engagement, and share of scientific voice.
• Led strategy planning and advanced leadership capabilities workshop for the immune-oncology and immunology portfolios of a multi-national pharmaceutical company.
• Developed brand plan, market research strategy, burden of disease deck, and commercial roadmap for a
privately held clinical stage biotechnology company focused on inherited retinal dystrophies.
• Leading a large pharmaceutical company's global and US strategic planning for a novel investigational monoclonal antibody (in Phase 3) with an anticipated 2027 launch for the treatment of atopic dermatitis.
• Designed & delivered multi-indication Medical Affairs scientific communications and engagement training programs, resulting in measurable improvements in MSL to HCP engagement, and share of scientific voice.
• Led strategy planning and advanced leadership capabilities workshop for the immune-oncology and immunology portfolios of a multi-national pharmaceutical company.
• Developed brand plan, market research strategy, burden of disease deck, and commercial roadmap for a
privately held clinical stage biotechnology company focused on inherited retinal dystrophies.
RBEIZ BIO CONSULTING LLC
Management Consulting
Strategic Advisor – Outcomes4Me
4/2023 - Present
Strategic advisor to a Series-A digital health start-up Outcomes4Me a consumer digital health company thatleverages Artificial Intelligence (AI) to empower patients with the personalized NCCN guidelines informed education and resources.
Fulcrum Therapeutics
Marketing
Vice President, Head of Commercial Brand
4/2022 - 6/2023
Head of Commercial Brand Team, responsible for leading global strategic launch planning for Losmapimod in
Facioscapulohumeralmusculardystrophy (FSHD) ($1bn peak sales potential).
• Developed an integrated launch readiness review (LRR) process to guide strategic and operational planning for
global commercialization of Losmapimod to ensure launch uptake and peak sales of ~$1 bn.
• Designed a pre-launch disease area strategy including pre-launch disease awareness campaign, identification of the approximately ~16k patients and engagement with neuromuscular specialists.
Facioscapulohumeralmusculardystrophy (FSHD) ($1bn peak sales potential).
• Developed an integrated launch readiness review (LRR) process to guide strategic and operational planning for
global commercialization of Losmapimod to ensure launch uptake and peak sales of ~$1 bn.
• Designed a pre-launch disease area strategy including pre-launch disease awareness campaign, identification of the approximately ~16k patients and engagement with neuromuscular specialists.
Fulcrum Therapeutics
Product Management / Strategy
Vice President, Program Strategy Leader
1/2022 - 1/2023
Led cross-functional team to advance the Pociredir for Sickle Cell disease ($2.5bn peak net sales potential) through clinical development, regulatory submission, and manufacturing.
• Responsible for the management of a P&L budget of $31
● in 2023 and ~$198M through 2026.
• Spearheaded the creation of an integrated development plan (IDP) across all function to ensure successful execution of a Phase1
● trial and readiness for planned registrational trial.
• Implemented protocol amendments and dose escalation for Phase 1 b, doubled rate of recruitment.
• Guided strategy and planning to address FDA-imposed clinical hold resulting in a successful Type A meeting in
April 2023, and a full lift in August 2023.
• Responsible for the management of a P&L budget of $31
● in 2023 and ~$198M through 2026.
• Spearheaded the creation of an integrated development plan (IDP) across all function to ensure successful execution of a Phase1
● trial and readiness for planned registrational trial.
• Implemented protocol amendments and dose escalation for Phase 1 b, doubled rate of recruitment.
• Guided strategy and planning to address FDA-imposed clinical hold resulting in a successful Type A meeting in
April 2023, and a full lift in August 2023.
Foundation Medicine
Product Management / Strategy
Vice President, Head of Marketing
1/2016 - 1/2022
implementing global go-to-market strategies for FDA and CLIA-approved testsand clinical services.
• Developed global product portfolio strategy resulting in a total global commercial revenue of $300m+ in 2021
● • Partnered with US Sales and national accounts teams to execute account-based selling in health systems, and
community oncology networks resulting in key partnerships with multiple large oncology groups including OneOncology, US Oncology and Quality Cancer Care Alliance.
• Represented Foundation Medicine's commercial interests on joint steering and commercialization committees with Novartis, AstraZeneca, Bristol-Myers Squibb and Natera.
• Developed global product portfolio strategy resulting in a total global commercial revenue of $300m+ in 2021
● • Partnered with US Sales and national accounts teams to execute account-based selling in health systems, and
community oncology networks resulting in key partnerships with multiple large oncology groups including OneOncology, US Oncology and Quality Cancer Care Alliance.
• Represented Foundation Medicine's commercial interests on joint steering and commercialization committees with Novartis, AstraZeneca, Bristol-Myers Squibb and Natera.
Foundation Medicine
Marketing
Senior Director, Head of US Marketing
6/2019 - 3/2021
Head of US Marketing, responsible for US commercial strategy across clinical and pharmaceutical customers.
• Led development of 2020 and 2021 US commercial strategies and tactical plans for solid tumors and
hematologic malignancies across sales, marketing, and market access, delivering 20%+ year over year growth.
• Developed the launch strategy for FoundationOne®LiquidCDx, achieving launch goals of 85% unaided product awareness within 6 months.
• Launched Foundation Medicine's first direct to consumer campaign, driving 25% increase in patient requests.
• Led development of 2020 and 2021 US commercial strategies and tactical plans for solid tumors and
hematologic malignancies across sales, marketing, and market access, delivering 20%+ year over year growth.
• Developed the launch strategy for FoundationOne®LiquidCDx, achieving launch goals of 85% unaided product awareness within 6 months.
• Launched Foundation Medicine's first direct to consumer campaign, driving 25% increase in patient requests.
Foundation Medicine
Marketing
Director, US Marketing and Lifecycle Leader
2/2018 - 6/2019
Led a team of 14 responsible for Foundation Medicine's product and portfolio marketing and channel strategy for solid tumors and hematologic malignancies. Led clinical product strategy for FoundationOne®Heme.
• Executed launch of FoundationOne®Liquid CLIA test resulting in 30% volume growth versus prior product.
• Launched the first ever FDA-approved CMS-covered broad companion diagnostic, FoundationOne®CDx and drove rapid uptake by focus on tumor mutational burden and microsatellite instability results.
• Executed launch of FoundationOne®Liquid CLIA test resulting in 30% volume growth versus prior product.
• Launched the first ever FDA-approved CMS-covered broad companion diagnostic, FoundationOne®CDx and drove rapid uptake by focus on tumor mutational burden and microsatellite instability results.
Foundation Medicine
Product Management / Strategy
Program Lifecycle Leader – Hematologic Malignancies
7/2016 - 2/2018
Led a cross-functional product lifecycle team to develop the global clinical product and commercial strategy for FoundationOne®Heme for hematologic malignancies, and sarcomas.
• Developed 5-year global strategic product roadmap and integrated development plan for DNA and RNA
sequencing platform.
• Led team to meet commitments for multiple strategic alliances including the Beat-AML master protocol with the LLS, the Target Pediatric AML project, and various discovery and development partnerships.
• Revitalized FoundationOne®Heme product through new commercial strategy; achieved 35% growth in 2018 and 10%+ growth in both 2019 and 2020.
• Drove KOL, publication, and key congress strategy resulting in submission of 20+ abstracts for 2017 and 2018.
• Developed 5-year global strategic product roadmap and integrated development plan for DNA and RNA
sequencing platform.
• Led team to meet commitments for multiple strategic alliances including the Beat-AML master protocol with the LLS, the Target Pediatric AML project, and various discovery and development partnerships.
• Revitalized FoundationOne®Heme product through new commercial strategy; achieved 35% growth in 2018 and 10%+ growth in both 2019 and 2020.
• Drove KOL, publication, and key congress strategy resulting in submission of 20+ abstracts for 2017 and 2018.
Vertex Pharmaceuticals
Media & Communications
Associate Director, Patient Engagement
1/2012 - 1/2016
Oversaw effort to integrate patient insights into research, development, and commercial strategies. Developed key advocacy relationships to support disease education, access to medicines and Vertex's brand presence.
• Developed a corporate digital innovation strategy; identified and evaluated potential technology partners, launched digital innovation challenges for CF, and sponsored digital health conferences.
• Coordinated advocacy group participation for the ORKAMBI FDA Advisory Committee Meeting resulting in
testimony of 17 patients, and the panel's recommendation to approve ORKAMBI.
• Spearheaded patient advocacy strategy for biological compound entering phase 2b/3 for acute spinal cord
injury to evaluate clinical trial endpoints, study enrollment strategies and early commercialization efforts.
• Developed a corporate digital innovation strategy; identified and evaluated potential technology partners, launched digital innovation challenges for CF, and sponsored digital health conferences.
• Coordinated advocacy group participation for the ORKAMBI FDA Advisory Committee Meeting resulting in
testimony of 17 patients, and the panel's recommendation to approve ORKAMBI.
• Spearheaded patient advocacy strategy for biological compound entering phase 2b/3 for acute spinal cord
injury to evaluate clinical trial endpoints, study enrollment strategies and early commercialization efforts.
Vertex Pharmaceuticals
Marketing
Senior Global Marketing Manager
6/2012 - 1/2014
Developed and executed global digital marketing strategy for cystic fibrosis. Acted as US marketing lead on label
expansion for KALYDECO.
• Developed end-to-end digital marketing strategy (healthcare professional and patient) for KALYDECO; supported development of patient adherence strategies to achieve 87% medication adherence.
• Led US marketing efforts for first KALYDECO label expansion; resulted in additional revenues of $45M per year.
ADDITIONAL EXPERIENCE
expansion for KALYDECO.
• Developed end-to-end digital marketing strategy (healthcare professional and patient) for KALYDECO; supported development of patient adherence strategies to achieve 87% medication adherence.
• Led US marketing efforts for first KALYDECO label expansion; resulted in additional revenues of $45M per year.
ADDITIONAL EXPERIENCE