So-Youn Lee
Marketing Manager
Seoul,11
Summary
- Goal-oriented marketing expert with natural talents in developing and implementing successful strategies, driving profits, increasing market shares and strengthening customer dominance. Hardworking, performance-oriented leader offering proven expertise in project development, team supervision, and campaign enhancement. Prepared to bring 17+ years of progressive experience and take on challenging position with opportunity to make lasting impact on company and customer success.
- Highly creative Marketing Manager with expertise in transforming marketing and advertising strategies into desired results. Leads teams in developing profitable campaigns. Marketing metrics knowledge and collaborative skills supports achievement of targeted outcomes.
Overview
18
18
years of professional experience
5
5
years of post-secondary education
Work History
Onco-Solid Marketing Manager
Takeda Pharmaceutical Korea Ltd
01.2023 - Current
- Products : Alunbrig, Exkivity (withdrawal), Zejula, Fruzaqla
- Developing and sustaining continuous market leadership by successfully launching new products with differentiated strategies and customized actions to all target segments
- Sustainable growth for Alunbrig, establishing brand position as 1L SOC for ALK+NSCLC patients by successful market-shaping strategies showing outstanding performance in a global level (Global No.3)
- Strengthened Zejula’s positioning through reimbursement expansion in October 2025 (3months earlier) despite the crisis risk posed by PRIMA OS results
- Successfully executed the business case, Patient Journey Workshop, L-12, and L-6 for Fruzaqla to ensure a flawless launch and effective field force deployment
- Strategically minimized reputational losses during Exkivity exit by focusing on a patient-centric approach, based on PTRB
- Partnering with other functions to deliver improvements in the customer value proposition such as Sales, RA, Commercial and Finance
- Leading development of marketing insights/slides for annual planning, business reviews and LBE
- Ensuring KPI dashboards are setting to track performance of key marketing campaigns with meaningful business metrics
- Motivating and supporting the skill, competency and career development for the marketing team
- Setting up high-performing teams for Initiatives to improve team collaboration, communication, and retention
- Additional leadership responsibilities to support the Oncology Business Unit in the absence of a BUD, maintaining operational stability and driving key strategic initiatives
Senior Brand Manager
Takeda Pharmaceutical Korea Ltd
09.2021 - 12.2022
- Products : Alunbrig
- Main accounts : Medical oncologist, Pulmonologist, Pathologist
- Successful execution ALUNBRIG 1L launch and secure fast adoption
- Line extension: seamless stakeholders positive experience, including rapid access for 1L patients with minimal price erosion (-1.5% vs
- -3.5%)
- Regulatory approval (Aug.2020) : 3months faster than plan
- Reimbursement approval (Apr.2021) : 3months faster than plan
- CDx Reimbursement approval (Apr.2021) : Collaboration with Roche Diagnosis
- Managing patient support program
- Leading Omni-channel management
- Leading Alunbrig cross-functional team meeting bi-monthly to identify potential risks and opportunities for brand and aligning with internal stakeholders including region/Global team in business strategies
- Developing LRF, MRP and Brand Plan as scheduled timeline with accurate forecast based on analytics of primary market research and insights from field
Brand Manager
Takeda Pharmaceutical Korea Ltd
04.2018 - 08.2021
- Products : Alunbrig
- Main accounts : Medical oncologist, Pulmonologist
- ‘Launch Excellence’ in FY2018:
- Strict adherence to launch readiness process and guidance, leading cross-functional team
- Achieved the brand team KPI, executing ALUNBRIG dashboard with robust internal tracking (Launch excellence framework) for successful launch
- Led Alunbrig cross-functional team meeting monthly to develop action plan by issues proactively and training workshop quarterly
- Enhanced ‘Access to Alunbrig’ by accelerated approval and formulary listing to secure strong position in 2L post crizotinib market
- Regulatory approval (Nov.2018) : 2months faster than plan
- Reimbursement approval (Apr.2019) : 3months faster than plan
- Formulary listing : D/C pass in 56 hospitals (as of Nov 2021)
- Established strategy to secure strong position in 2L post crizotinib through rapid launch
- Mapped and understood ALK+NSCLC treatment, defining market potential and unmet need through competitive analysis of market research (ATU, ETS, patient market research, etc)
- Developed LRF, MRP and Brand Plan as scheduled timeline
Brand Manager
Takeda Pharmaceutical Korea Ltd
03.2017 - 03.2018
- Products: NesinaAct
- Main accounts: Endo
- Performance : 96% ACH (FY2017 YTD, Invoice total), +47% Gr
- (FY2017 YTD vs
- SPLY, Invoice total), MS 3.2% in DPPIVis (GH channel, UBIST)
- Established concrete positioning of NesinaAct as a 1st choice in triple therapy
- HCP appreciated NesinaAct value as the only medication for pathophysiological and fundamental treatment for T2DM (incl
- MET/DPPIVI FDCs and SGLT-2i based combi)
- HCP perceived high importance in early intensive therapy and prescribe NesinaAct as the 1st choice in triple therapy for intensive glycemic control as NesinaAct+Met
- Developed strong advocate and key accounts for NesinaAct to enhance peer-to-peer communication with clinical experience and beneficial value to target patients of NesinaAct
- Drove the business potential in Clinic market with NesinaAct and leveraged digital projects (AR-Argument reality)
- Built the productive partnership with Jeil and collaborate each other to maximize the Clinic business for NesinaAct
- Secured the competitive SOV(%) in GH/Clinic market increasing call activities of NesinaAct (Ranking No.1 in Endocrinology as of Aug
- 2017)
- Leveraged and fully utilize the digital project to reach out more HCPs and patients by expanding call coverage
- International Speaker Tour implementation
- Preparation and organization of international speaker tour (Hospital Visit/ Media Interview/ ABM/ Symposia)
Associate Brand Manager
Takeda Pharmaceutical Korea Ltd
04.2015 - 04.2016
- Products: Nesina Family (Nesina/ NesinaAct/ NesinaMet)
- Main accounts: Endo
- Performance : 80 % Gr
- (1Q’16 MAT vs
- SPLY, IMS), MS 5% in DPPIVis (as of 1Q’16 MAT, IMS), +2% (vs
- SPLY)
- Analyzed secondary data (IMS, UBIST, internal data) and define the implications on a monthly basis
- Developed strategy for reinforcing the brand value for Nesina/ NesinaAct/ NesinaMet with brand differentiation
- Captured new patients by driving HCPs’ beliefs in beneficial effect of Nesina for specific type of patients
- Helped target HCPs identified Nesina patients, and to make preference (Nesina First)
- Developed and delivered scientific communication tool regarding Nesina by sharing clinical practices between peer to peer
- Developed strategy for expansion the cardiology market through synergy with CVM products portfolio (Edarbi, Madipine)
- Developed the advocacy group to deliver the clinical benefit of Nesina/NesinaMet
- Developed strategy for enhancing the accessibility of NesinaAct/ NesinaMet to physicians and patients
- Strengthened key account management to increase accessibility of NesinaMet
- Demonstrated the value proposition of NesinaMet to stakeholders in hospital formulary Committee
- Diversified the formulation of NesinaMet to obtain a broad range of access to patients
- Article update & Promotional material development
- Developed regular article update newsletter (NBC newsletter)
- Collected market information and feedback of the MKT program from brand experts and survey of HCPs
- Designed and developed well-organized promotional materials (Detailing Campaign/ Brochure, .etc.)
- Communication with cross functional teams
- Built up the partnership with internal cross functional teams (Compliance/ Prochurement/ Finance/ MA/ RA) and external agencies
- POA/ BP/ MRP preparation
- Reviewed and analysis of programs and developed strategies based on feedback and outcomes
Executive PMR
Pfizer Pharmaceutical Korea Ltd
12.2010 - 04.2015
- Products: Lyrica
- Main accounts: Endo, NR, PC, Rheumatology, etc
- Analyzed secondary data(IMS, KPA, UBIST) and define the implications on a monthly basis
- Developed DPNP (Diabetic Peripheral Neuropathic Pain) Market, focusing on Endo Penetration
- Developed and completed successfully a detail campaign which will reinforce the message of Lyrica (DPNP, sleep disturbance, and anxiety)
- Developed DPNP poster
- Optimized Jeil SOV and contribution through detailing campaign and initiatives
- Proactively supported PM to strengthen Lyrica positioning in Neurology, PC, and other specialties
- Developed Fibromyalgia Market
- Developed and distributed electronic FIQ, VAS, Tender point evaluation tools to FF to increase the rate of diagnosis
- Increased the rate of diagnosis and delivering treatment guideline through medical educational programs and PR activity
- Continue to penetrate into Rheumatology with FMS : FMS OR study : data generation & utilization
- Leaded nationwide symposiums, by organizing agenda and communication with facilitator, speakers and FF for making progress smoothly
- Article update & Promotional material development
- Developed regular article update newsletter (LEB: Lyrica Evidence Bank) to deliver updated information to FF
- Collected market information and feedback of the MKT program from SDT
- Designed and developed well-organized promotional materials delivering key messages to customers
- Communication with cross functional teams
- Built up the partnership with internal cross functional teams and external agencies
- Effectively corresponded to the request from cross-functional teams
- Built the business insight through on-the-job training
- Participated in PJM Forum
- Accumulated the basic knowledge of pharmaceutical industry and learned about logicality of problem-solving on business issues
- Updated UBIST data monthly and seeking implications by specialty
- POA preparation
- Reviewed and analysis of programs and strategies based on feedback and outcomes
- Actively supported Lyrica lead PM to make strategies and programs for POA
- Clearly delivered the strategies and programs to FF
Project Manager
Pfizer Pharmaceutical Korea Ltd
12.2009 - 11.2010
- Products: Lyrica
- Main accounts: Endo, NR, PC, Rheumatology, etc
- Analyzed secondary data(IMS, KPA, UBIST) and define the implications on a monthly basis
- Developed DPNP (Diabetic Peripheral Neuropathic Pain) Market, focusing on Endo Penetration
- Developed and completed successfully a detail campaign which will reinforce the message of Lyrica (DPNP, sleep disturbance, and anxiety)
- Developed DPNP poster
- Optimized Jeil SOV and contribution through detailing campaign and initiatives
- Proactively supported PM to strengthen Lyrica positioning in Neurology, PC, and other specialties
- Developed Fibromyalgia Market
- Developed and distributed electronic FIQ, VAS, Tender point evaluation tools to FF to increase the rate of diagnosis
- Increased the rate of diagnosis and delivering treatment guideline through medical educational programs and PR activity
- Continue to penetrate into Rheumatology with FMS : FMS OR study : data generation & utilization
- Leaded nationwide symposiums, by organizing agenda and communication with facilitator, speakers and FF for making progress smoothly
- Article update & Promotional material development
- Developed regular article update newsletter (LEB: Lyrica Evidence Bank) to deliver updated information to FF
- Collected market information and feedback of the MKT program from SDT
- Designed and developed well-organized promotional materials delivering key messages to customers
- Communication with cross functional teams
- Built up the partnership with internal cross functional teams and external agencies
- Effectively corresponded to the request from cross-functional teams
- Built the business insight through on-the-job training
- Participated in PJM Forum
- Accumulated the basic knowledge of pharmaceutical industry and learned about logicality of problem-solving on business issues
- Updated UBIST data monthly and seeking implications by specialty
- POA preparation
- Reviewed and analysis of programs and strategies based on feedback and outcomes
- Actively supported Lyrica lead PM to make strategies and programs for POA
- Clearly delivered the strategies and programs to FF
PMR
Pfizer Pharmaceutical Korea Ltd
09.2007 - 11.2009
- Products: Lyrica
- Main accounts: Endo, NR, PC, Rheumatology, etc
- Analyzed secondary data(IMS, KPA, UBIST) and define the implications on a monthly basis
- Developed DPNP (Diabetic Peripheral Neuropathic Pain) Market, focusing on Endo Penetration
- Developed and completed successfully a detail campaign which will reinforce the message of Lyrica (DPNP, sleep disturbance, and anxiety)
- Developed DPNP poster
- Optimized Jeil SOV and contribution through detailing campaign and initiatives
- Proactively supported PM to strengthen Lyrica positioning in Neurology, PC, and other specialties
- Developed Fibromyalgia Market
- Developed and distributed electronic FIQ, VAS, Tender point evaluation tools to FF to increase the rate of diagnosis
- Increased the rate of diagnosis and delivering treatment guideline through medical educational programs and PR activity
- Continue to penetrate into Rheumatology with FMS : FMS OR study : data generation & utilization
- Leaded nationwide symposiums, by organizing agenda and communication with facilitator, speakers and FF for making progress smoothly
- Article update & Promotional material development
- Developed regular article update newsletter (LEB: Lyrica Evidence Bank) to deliver updated information to FF
- Collected market information and feedback of the MKT program from SDT
- Designed and developed well-organized promotional materials delivering key messages to customers
- Communication with cross functional teams
- Built up the partnership with internal cross functional teams and external agencies
- Effectively corresponded to the request from cross-functional teams
- Built the business insight through on-the-job training
- Participated in PJM Forum
- Accumulated the basic knowledge of pharmaceutical industry and learned about logicality of problem-solving on business issues
- Updated UBIST data monthly and seeking implications by specialty
- POA preparation
- Reviewed and analysis of programs and strategies based on feedback and outcomes
- Actively supported Lyrica lead PM to make strategies and programs for POA
- Clearly delivered the strategies and programs to FF
Education
B.A. - English Language and Literature
Chung-Ang University
Seoul 03.2002 - 08.2007
Skills
Initiative (Self-leadership)
Accomplishments
- 12/01/23, Most recent achievement
- 03/01/22, Achieved the reward of Best Practice (ALUNBRIG) in Global PAMA
- 11/01/19, Achieved the reward of Best Practice (ALUNBRIG) in GEM
- 05/01/16, Achieved the status of Monthly Best GNE
- 04/01/16, Achieved the PVPA Award Winner-1L Market shaping
- 01/01/16, Achieved the status of Best Practice in EM
- 12/01/12, Early promotion to EPMR
- 09/01/12, Achieved the reward of Top Performer
- 12/01/10, Early promotion to SPMR
- 10/01/10, Lyrica clinic programs (MKTG)
- 04/01/10, Special Incentive Trip (Bali)
- 03/01/09, Special Incentive Trip (Fiji)
- 01/01/09, Early promotion to PMR promotion
- 12/01/08, Achieved the status of Top Performer
Roles And Responsibilities
Onco-Solid Marketing Manager, Takeda, 01/01/23, Present, Alunbrig, Exkivity, Zejula, Fruzaqla, Senior Brand Manager, Takeda, 09/01/21, 12/01/22, Alunbrig, Brand Manager, Takeda, 04/01/18, 08/01/21, Alunbrig, Brand Manager, Takeda, 03/01/17, 03/01/18, NesinaAct, Associate Brand Manager, Takeda, 04/01/15, 04/01/16, Nesina Family, Pfizer, SNUH (Seoul National University Hospital), 02/01/13, 04/01/15, Lyrica, Celebrex, Viviant, Champix, Pfizer, Korea University Anam Hospital, 01/01/11, 01/01/13, Lyrica, Celebrex, Viviant, Toviaz, Viagra, Cardura XL, Pfizer, Kang Buk Samsung Medical Center, 01/01/11, 01/01/12, Lyrica, Celebrex
Personal Information
- Year of Birth: 1982
- Gender: Female
Timeline
Onco-Solid Marketing Manager
Takeda Pharmaceutical Korea Ltd
01.2023 - Current
Senior Brand Manager
Takeda Pharmaceutical Korea Ltd
09.2021 - 12.2022
Brand Manager
Takeda Pharmaceutical Korea Ltd
04.2018 - 08.2021
Brand Manager
Takeda Pharmaceutical Korea Ltd
03.2017 - 03.2018
Associate Brand Manager
Takeda Pharmaceutical Korea Ltd
04.2015 - 04.2016
Executive PMR
Pfizer Pharmaceutical Korea Ltd
12.2010 - 04.2015
Project Manager
Pfizer Pharmaceutical Korea Ltd
12.2009 - 11.2010
PMR
Pfizer Pharmaceutical Korea Ltd
09.2007 - 11.2009
B.A. - English Language and Literature
Chung-Ang University
03.2002 - 08.2007
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