Painting
ESRA SUER
Senior Product Manager
Istanbul
Summary
Having over than 20 years of experience in pharmaceutical sector and playing challenging role in product marketing, sales and brand management; would like to continue to act by holding previous experiences -rich style of leadership and excellent communication skills- and guide with highly strategic and innovative contribution
Highly experience in setting marketing strategies, and drive to challenge in complex environments. Multidisciplinary knowhow about gastroenterology, infection diseases, cardiology, cardiovascular surgery, diabetes field, internal medicine. Creates and designes different scientific meetings and events, to add value and strenghten brand across the target group. New Product Launch & Re-Launch & Launch Readiness by building up campaigns with innovative approach in disadvantaged competitive environment. Team Management experience in Co-Marketing & Alliance Management and experimentation in Life Cycle Management for the mature brands Ability to see the big picture in Business development by gaining maximum contribution for the relevant portfolio in control of all details
Overview
29
29
years of professional experience
8
8
years of post-secondary education
Work History
Senior Product Manager
Recordati
11.2020 - Current
- Launch of Colchicum Dispert: Establish the new aspect treatment in CV Protection as an anti-inflammatory drug
- Market Research
- FF training
- Advisory Boards
- Kick off Symposia and Road Show
- All materials
- Neuromarketing materials
- AI in clinical presentations
- Creation of Turkey Consensus Report for Inflammation in CV Protection
- Since 2024 reached nearly 20.000 HcPs with these actions
- Colchicum Dispert has 7% Growth rate AND 112 EI in units (2024)
- Launch of Umbrella Marketing of Cardiovascular Products: Gather all CV products (Dyslipidemia and Hypertension) under an umbrella brand and create brands synergy, utilize brands investment to each other and growth them over than market in unit and TL terms (Mat/10/2020 vs 2021)
- Renew Aknetrent( for acne vulgaris ) brand image and cooperate w/ National Dermatology Association for acne vulgaris awareness: Refresh and renew Aknetrent visual campaign and cooperate w/National Dermatology Association to gain new patients
- Growth rate of Aknetrent is 90% in TL terms (Mat/10/2021)
Senior Product Manager
Daiichi Sankyo
08.2018 - 02.2020
- Launch of Lixiana which is the latest NOAC in Cardiology Area
- Lixiana has been the blockbuster product for Daiichi Sankyo Turkey since November 2017
- 6,1 % MS in units in terms of March 2019 (exit ms) and the second NOAC in the new prescription choice
- All marketing programs have been under progress (Meetings, Congress, Symposia, Digital Tools, Market Research, Forecasting with strategy alignment with Global Brand Team)
- Re-position of Concor in Beta Blocker Market
- Re active promotion of Concor in the Heart Failure, Coronary Arteriol Disease and Hypertension
Senior Brand Manager
İlko İlaç
01.2018 - 08.2018
- Responsible of all Marketing Programs
- Experience of national pharma industry and developed commercial skills
Senior Brand Manager
Bristol-Myers Squibb
09.2014 - 01.2017
- Responsible of all Marketing Programs
- Life Cycle Management: 10th years anniversary initiations of Baraclude, which is the mature brand in virology portfolio
- Baraclude unit growth rate has increased from -7,3% to 13,4% (year 2014 vs YTD/11/2016) despite of 5 Gx and co-pay
- BMS HCV (Hepatitis C)T Portfolio Launch Readiness: Launching Program completed in disadvantaged competitive environment for HCV including Internal Launch Program, Forecastings, Preparation of Launch Materials and Tactics, Market Research, Ad Board Initiation and Teasing
- Apasl Congress ‘Meet the Expert’: Congress participation in Japan with 64 selected Turkish KOLs
- Organization of ‘Meet the Expert’ with Turkish and Japanese physicians for constitution of BMS HCV portfolio to create difference among competition
- This project awarded by CEE (Central Eastern Europe Region)
- Allianze Management: Co-Marketing Eliquis with Pfizer
- The unit market share of Eliquis has increased from 2,4% to 12,2%(Sep 2014-Jul 2015)
Heart Health Franchise Manager
Bayer Türk
01.2014 - 09.2014
- Conduct the all-marketing programs under the umbrella of Heart Health Portfolio
- Build bridge with global Heart Health initiation
- Manage and follow up the B&DL initiated project with the respective internal and external partners
- Conduct the relevant synergies concerning Heart Health initiation between separate Business Units
- Spread Simcase Invasive Program across Turkey and some EMEA Countries which reached 3200 physicians and 130 clinics
- Realizing and following relevant PR activities currently reflected 70 online and 30 offline news and 3 TV Channels
- Out-Licensing some non-promoted products to contribute consolidated Business P&L
- Neoweb: Neoweb is an Integrated Marketing Approach initiative including ipad detailings, mailings for physicians; MSL visits inputs, live web casts and web site
Group Product Manager
Bayer Türk
10.2011 - 01.2014
- Cardiovascular Risk Management
- Adalat Crono, Coraspin, Glucobay and Anti-invectives (Avelox etc)
- Simcase Invasive: Created and designed the Simcase Invasive is a special simulation program for cardiologists & cardiovascular surgeons and neurologists providing learners of all experience levels with a training opportunity that emulates the actual lab setting without patient damage risk and sustain radiation
- Reached 2000 physicians and 80 hospitals& inserted 3 national congress scientific content, cooperation with Turkish Society of Cardiology &Turkish Society of Cardiovascular Surgery
- “Tok Karnına Meetings”: These were a continuing meeting series broadcasted online on the importance of post meal blood glucose and the positioning of Glucobay for post meal glucose and reached 900 physicians
- New Product Launch (Baclan) /The first generic brand in Bayer Cardiology
- Adalat Crono grew up above the CCB (Calsium Channel Blokers) market
- For 2013 in unit terms Adalat is 8,6% ppg vs CCB market ppg is 6,2%, in value Adalat is 17,5% ppg vs CCB market is 11,8%
- Glucobay ppg is 8, 6% in units and above the market
- Despite of 7 generics, Avelox is market leader with 70% ms
Product Manager
Bayer Türk
01.2010 - 10.2011
- Cardiovascular Risk Management
- Adalat, Glucobay, Coraspin
- Simcase: Simcase is a simulation based educational meeting series targeting cardiovascular & internal medicine specialists and family practitioners about acute cardio metabolic events with using verisimulated puppet
- Reached 3000 physicians
- Satisfaction survey result 4,7 over 5
- Adalat Crono grew up above the CCB market with double digit growth rate
- For 2011 in unit terms Adalat is14,3% ppg vs CCB market ppg is 0%
- Glucobay was the #3 in EMEA Countries in unit terms
Product Manager
Bayer Türk
08.2007 - 01.2010
- Adalat Crono & Coraspin
- Relaunch of Cardiovascular Risk Management Portfolio: The re-launch initiatives included kick of event, roll out meetings and online activities under a Cardiovascular Risk Management Brand to reposition the Cardio portfolio as a strategic group in the CV market, to rebuild the image and strong perception across competitors
- Reached 1700 physicians
- Despite in the maturity level of the product life cycle; Adalat Crono grew up above the CCB market with double-digit growth rate
- For 2009 in unit terms Adalat is 17,7% ppg vs CCB market ppg is 3%
- Coraspin was the most selling product in the total pharma market in unit terms
Clinical Research Specialist
Bayer Türk
12.2005 - 08.2007
- Responsible as a Country Lead Monitor of the Record 1 Study which was the first phase III experience of Bayer Turkey
- 70 patients has enrolled and get green ticket form the Global Auditing Process
Clinical Research Associate
Roche Pharmaceuticals Istanbul
07.2003 - 08.2005
- Responsible of ISS and PMS Studies and support to FF to create clinical protocols
- Good communication of KOL’s
Sales Representative
01.2000 - 07.2003
- Responsible of Hemato-Oncology product sales in responsible areas, Good communication of KOL’s Working, as part of sales team to develop both new and existing markets, Coaching
Part-Time Cabin Attendant
Turkish Airlines
01.1996 - 01.1999
Education
MBA - Master of Business Administration-Marketing and Management-Double Track
Yeditepe University
01.2001 - 01.2004
Business Administration Faculty - undefined
Istanbul University
01.1993 - 01.1998
Skills
Problem-solving
Team building
Cross-departmental alignment
Excellent communication
Budget forecasting
Personal Information
- Date of Birth: 05/01/76
- Driving License: B Class
- Marital Status: Married with one daughter
Interests
Painting
Participated 8 different mixetd exhibition
Timeline
Senior Product Manager
Recordati
11.2020 - Current
Senior Product Manager
Daiichi Sankyo
08.2018 - 02.2020
Senior Brand Manager
İlko İlaç
01.2018 - 08.2018
Senior Brand Manager
Bristol-Myers Squibb
09.2014 - 01.2017
Heart Health Franchise Manager
Bayer Türk
01.2014 - 09.2014
Group Product Manager
Bayer Türk
10.2011 - 01.2014
Product Manager
Bayer Türk
01.2010 - 10.2011
Product Manager
Bayer Türk
08.2007 - 01.2010
Clinical Research Specialist
Bayer Türk
12.2005 - 08.2007
Clinical Research Associate
Roche Pharmaceuticals Istanbul
07.2003 - 08.2005
MBA - Master of Business Administration-Marketing and Management-Double Track
Yeditepe University
01.2001 - 01.2004
Sales Representative
01.2000 - 07.2003
Part-Time Cabin Attendant
Turkish Airlines
01.1996 - 01.1999
Business Administration Faculty - undefined
Istanbul University
01.1993 - 01.1998