SEDEF DAĞISTANLI
Disease Area Lead & Marketing Lead
Istanbul,34
Summary
Commercial and Business Unit Leadership executive with 10+ years of experience in Specialty Care, focused on Hematology and Rare Disease, driving market expansion, launch excellence, and cross-functional strategy across Turkey and global networks.
Recognized for leading high-performance commercial organizations, building go-to-market strategies, and executing best-in-class product launches while strengthening ecosystem partnerships with medical, market access, PAGs and policy stakeholders. Proven track record of transforming business performance through data-driven segmentation, omnichannel engagement, and customer-centric healthcare solutions.
Combines P&L stewardship, strategic portfolio leadership, and organizational capability building—from launch planning and lifecycle governance to post-patent strategy and commercial innovation. Passionate talent developer with a coaching-driven leadership style, consistently elevating cross-functional teams and cultivating a culture of accountability, compliance, and growth.
Thrives in complexity, navigating cross-market alignment, shaping affiliate-level strategies, and advancing enterprise transformation initiatives with high ethical standards and operational excellence. Dedicated to delivering sustainable patient impact while accelerating commercial success in dynamic healthcare environments.
Overview
16
16
years of professional experience
14
14
Certifications
2
2
Languages
Work History
Disease Area Lead & Marketing Excellence Lead
Roche
05.2023 - Current
- Leading SMA, DMD & PNH business and disease area teams
- People management of 7 Patient Journey Partners (Field roles) and leading a multifunctional team of Marketing, Medical, Access & Regulatory.
- Leading cross-functional teams to develop and implement strategic marketing initiatives, enhancing brand awareness in rare disease markets.
- Marketing Lead: Responsible for coaching, mentoring, personal improvement journey, career planning and performance tracking of Roche Turkey marketing team in which there are 9 product managers and 3 business insight analysts.
- Spearheading the execution of integrated marketing campaigns, increasing stakeholder engagement and improving patient access to therapies.
- Developing and optimizing comprehensive training programs for marketing professionals, fostering a culture of excellence and continuous improvement.
- Implementing data-driven decision-making processes that streamlined marketing operations and increased efficiency within the organization.
- Ensuring compliance with industry regulations by staying up-to-date on changes and implementing necessary adjustments within the team''s operations.
- Implementing training programs to improve employees'' skills and knowledge, increasing overall efficiency.
- Fostering a positive work environment by promoting collaboration and open communication among team members.
Network Navigator of Hematology & Marketing Lead
Roche
10.2021 - 04.2023
- Senior level empowered leadership role that is a key connector, broker and catalyst.
- Led a multinational team in which Iran, Turkey, Albania, Kosovo, Tunisia, Libya and West Africa have been working all together.
- Marketing Lead: Responsible for coaching, mentoring, personal improvement journey, career planning and performance tracking of Roche Turkey marketing team in which there are 9 product managers and 3 business insight analysts.
- Developed a clear business strategy on how to identify, leverage, scale, adapt or co-create solutions based on disease area needs. Continued business accountability during when the network evolves into maturity.
- Constantly built a network proactively, including participating in cross country Disease Area teams and / or building / participating in Community of Practices as well as connecting between Disease areas at a local level for system opportunities.
- Translated Patient Journey Partner/Healthcare System Partner needs and patient & customer needs into a clear vision that can be articulated to the network
- Acted as a thought partner for Patient Journey Partners/Healthcare System Partners by bringing perspective from broader network awareness
- Established capable teams, internal and external, that deliver on outcomes packages
- Pulled in resources with the most impactful skills from across the Roche network to deliver on added value solutions
- Ensured financial resources for the outcomes package. Adapted at securing people and financial resources to support solution delivery.
- Accountable for ensuring work on outcomes packages will be done and delivered, assuming the Product Owner responsibility.
- Ensured sales exponential growth as well as efficiency by building on what exists & sharing back to the network.
- Accountable for ensuring contribution to further transparency of solutions they develop to ensure others are able to find and implement impactful solutions faster.
- Maximization of the network through close collaboration with customer via PJP/HSP
- Catalyzed self-organized and self-driven community of PJPs / HSPs, while ensuring leveraging the needed resources across Roche and established a strong collaboration within the affiliate and cross affiliates within Roche Global
- Embodied the Network Manifesto and held others accountable.
Disease Area Lead – Hematology
Roche
03.2019 - 09.2021
- Accountable for Disease Area (Hemophilia & Malign Hematology) success (P&L, vision, strategy, planning, quality and for business results but the whole disease area team should feel ownership of results)
- Led overall disease area team (2 PM, 2 MM, 1 Regulatory Specialist, 1 Access Specialist, 3 Regional Managers, 16 Sales Reps and 4 MSLs)
- Provided inspirational leadership in setting the vision and strategic ambition for the disease area and assumed overall accountability for the delivery for this vision/ambition
- Ensured purpose/vision, goals, strategy, planning and execution (including investment) were aligned to both disease area and company portfolio priorities
- Created an environment where diverse technical disciplines can align, develop and execute in order to pursue the affiliate/disease area ambition
- Leadership coaching of disease area team members, peers and more broadly as required, to ensure individuals and teams are developing and growing in line with their passion and the needs of the Organization
- Ensured the disease area team’s connection with the whole affiliate through collaboration and adequate resources were available for the disease area to fulfill its purpose
- Was responsible for disease area team composition and structure
- In collaboration with other Disease Area Leads, ensured effective overall prioritization of all disease area priorities, in line with Organizational resourcing capacity
- Maintained continuous collaboration with other disease area teams, countries and other areas by timely sharing insights, learnings and best practices for building synergies according to purpose.
- Partnered with the broader affiliate to ensure appropriate resourcing (size and type) for their franchise as defined by its purpose, and re-prioritizing when required, in response to resource constraints
- Mentored junior roles and provided training on disease area expertise, enhancing team capabilities and knowledge retention.
Launch Readiness Senior Product Manager – Hemophilia
Roche
01.2018 - 02.2019
- Led the marketing programs/launch and developing launch plans and strategies to promote a milestone treatment in Hemophilia A
- Prepared annual business plans including a digital marketing plan
- Developed marketing strategy to meet both short term and long term objectives for assigned product line
- Investigated and followed existing or potential market channels and the target customer segments
- Licensing, Pricing and reimbursement management in collaboration with Market Access
- KOL an PAG management
- Designed and organized marketing campaigns, awareness campaigns and activities like Satellite symposiums, regional launch meetings, Advisory Board meetings, workshops and round tables for target customer and patients segments
- Developed an annual promotional plan including promotional materials, congress booth visuals, booth activities, presentation decks and educational tools and effectively managed continuity across team members
- Provided marketing or training presentations to sales representatives, HCPs and buying groups
- Influenced and motivated the sales team via specific projects and awards
- Supported the sales team on the field via making routine customer visits with them
- Data gathering, visualization and analysis
- Coordinated product lifecycle management initiatives, ensuring compliance with industry regulations and optimizing launch timelines.
- Managed the integration of clinical insights into product development, resulting in improved patient outcomes and user satisfaction.
Senior Product Manager – Hematology
Eczacıbaşı-Shire
01.2014 - 12.2017
- Responsible for marketing a full range of FVIII portfolio including recombinant and plasma derived products
- Prepared annual business plans including a digital marketing plan
- Developed marketing strategy to meet both short term and long range objectives for assigned product line
- Prepared annual sales forecasts and providing monthly demand forecasts while managing inventory levels
- Investigated and followed existing or potential market channels and the target customer segments (product awareness, consumption potential, sales trend, competitor analysis, bleed-free mindset adoption level)
- Continually seek new consumption areas for company products based on market needs; remain informed about competitor product lines, pricing, positioning and market share and communicate trends both to Divisional Management and the sales team
- Pricing and reimbursement management in collaboration with Market Access
- KOL management
- Followed up weekly and monthly sales numbers for all product lines via sales reports
- Designed and organized marketing campaigns and activities like Satellite symposiums, regional academy meetings, Advisory Board meetings, workshops and round tables for target customer and patients segments
- Led the marketing programs and product launches and developed launch plans and strategies to promote new product launches in the market
- Developed an annual promotional plan including promotional materials, congress booth visuals, booth activities, presentation decks and educational tools and effectively managed continuity across team members
- Provided marketing or training presentations to sales representatives, HCPs and buying groups to promote product consumption
- Managed patient support program including 7 nurses
- Influenced and motivated the sales team via specific projects and awards
- Supported the sales team on the field via making routine customer visits with them
- Implemented data-driven strategies to optimize product lifecycles, resulting in improved forecasting accuracy and resource allocation efficiency.
- Collaborated with regulatory affairs to ensure compliance with industry standards, streamlining approval processes for new hematology therapies.
- Conducted market analyses to identify emerging trends, guiding product development initiatives that align with customer requirements and preferences.
Product Manager – Bio-surgery (Pharma-Medical Device Portfolio)
Eczacıbaşı-Baxter
01.2012 - 01.2014
- Responsible for marketing a full range of Bio-surgery portfolio including medical devices and blood products
- Prepared annual business plans
- Developed marketing strategy to meet both short term and long range objectives for assigned product line
- Managed sales through distributors
- Tender business management
- Prepared annual sales forecasts and providing monthly demand forecasts while managing inventory levels
- Identified consulting surgeons/KOLs for demo applications in product development activities
- Investigated and followed existing or potential market channels, the target customer segments and distributors (product knowledge, sales potential, sales trend, competitor analysis, customer needs)
- Continually seek new application areas for company products based on market needs; remain informed about competitor product lines, pricing, positioning and sales trends through tenders and communicate trends both to Divisional Management and the sales team.
- Pricing and reimbursement management in collaboration with Market Access
- Followed up daily sales numbers for all product lines via sales reports
- Designed and organized marketing campaigns and activities like interactive discussions, webinars, regional meetings, Advisory Board meetings, workshops and round tables for target customer segments
- Conducted P2P meetings and medical education courses including demo applications
- Led the marketing programs and product launches and developing launch plans and strategies to promote new product launches in the market
- Developed an annual promotional plan including promotional materials, congress booth visuals, booth activities, presentation decks and educational tools and effectively managing continuity across team members and distributors
- Provided marketing or training presentations to sales representatives, HCPs and distributors to promote product consumption
- Influenced and motivated the sales team via specific projects and awards
- Supported the sales team and distributors on the field via making routine customer visits with them
- Conducted market research and competitive analysis to identify growth opportunities, informing strategic product development initiatives.
- Collaborated with R&D to optimize product design, resulting in improved functionality and user satisfaction metrics.
Product Specialist – Bio-surgery (Pharma-Medical Device Portfolio)
Eczacıbaşı-Baxter
05.2010 - 01.2012
- Represented the company in a professional manner in accordance with its policies
- Managed all direct sales activities in the assigned territory
- Understood customer needs and value chain, preparing the appropriate offer for public and private customer
- Attended appointed surgical cases with HCPs and assisted them in, application of bio-surgery products during the surgical operation
- Developed Key Opinion Leaders
- Prepared activity, sales and inventory reports regularly
- Managed tenders and inventory
- Developed and implemented strategic product training programs, enhancing team knowledge and improving overall product expertise.
- Conducted in-depth market analysis to identify trends, enabling the formulation of targeted marketing strategies for bio-surgery products.
- Led customer engagement initiatives, fostering strong relationships that increased brand loyalty and customer satisfaction.
Education
MBA - Business Administration And Management
Yeditepe University
Istanbul 04.2001 -
Bachelor of Science - Molecular Biology And Genetics
Boğaziçi University
Istanbul 04.2001 -
High School Diploma -
Kartal Köy Hizmetleri Anatolian High School
Istanbul 04.2001 -
Skills
High-performance team leadership and talent development
Certification
Marketing & Product Management Program, Eğitim Kariyer Enstitüsü
Accomplishments
- Awarded by Global Impact Award Programme with "#1 Launch in SMA" award: Market Leadership with 35% market share in first 6 months
- Awarded by Global Impact Award Programme with "#1 launch in Hemophilia A" award: Market Leadership with 45% market share in first 6 months through leading a cross-functional team including Regulatory, Access, Medical, Sales, Supply Chain, Commercial Operations, Legal, Human Resources, Quality & PV
- Successfully transform Roche Turkey into a agile enterprise via leading transformation teams of decision making, portfolio prioritization and financial reporting
- Achieve reimbursement approvals of breakthrough treatments in Hemophilia A and SMA through leading a cross-functional team through leading a cross-functional team including Regulatory, Access, Medical, Sales, Supply Chain, Commercial Operations, Legal, Human Resources, Quality & PV
- Build, lead and improve a high performing hybrid team including Sales, Marketing, Medical & Access
Hobbies
Singing, Rhythm and percussion, Painting, Travelling, Personal Development, Coaching & Mentoring, Creative storytelling & observational comedy
References
To be provided in case of request
Timeline
Everyday AI, Roche
06-2025
Practising Feedback for Leaders Leadership & Applying Leadership Commitments, Roche
01-2025
Shine People Leaders Program, Roche
09-2024
Omnichannel Refreshment Program, Roche
07-2023
Disease Area Lead & Marketing Excellence Lead
Roche
05.2023 - Current
Effectively Leading Country Launches in Pharma, CELforPharma
02-2023
Network Navigator of Hematology & Marketing Lead
Roche
10.2021 - 04.2023
Leadership Circle Program, Roche
01-2021
Health Economics Training, Dr. Simten Malhan, Başkent University
12-2020
Co-Active Coaching Fundamentals Certification Program, Co-Active Training Institute
06-2020
Situational Leadership II (SL-II) Certification Program, Ken Blanchard
04-2020
Scrum Master On-the-Job Training, BCG (Boston Consulting Group)
06-2019
Disease Area Lead – Hematology
Roche
03.2019 - 09.2021
Gamified Agile & Scrum Training, ACM Agile Training and Consultancy
01-2019
Agile Strategic Marketing Leadership Program, Çağlayan Aktaş, Pozitum Consultancy
05-2018
Launch Readiness Senior Product Manager – Hemophilia
Roche
01.2018 - 02.2019
Eczacıbaşı Holding Future Fit Leadership & Development Program
04-2017
Senior Product Manager – Hematology
Eczacıbaşı-Shire
01.2014 - 12.2017
Product Manager – Bio-surgery (Pharma-Medical Device Portfolio)
Eczacıbaşı-Baxter
01.2012 - 01.2014
Product Specialist – Bio-surgery (Pharma-Medical Device Portfolio)
Eczacıbaşı-Baxter
05.2010 - 01.2012
Marketing & Product Management Program, Eğitim Kariyer Enstitüsü
01-2007
MBA - Business Administration And Management
Yeditepe University
04.2001 -
Bachelor of Science - Molecular Biology And Genetics
Boğaziçi University
04.2001 -
High School Diploma -
Kartal Köy Hizmetleri Anatolian High School
04.2001 -