AstraZeneca
Client: AstraZeneca
Role: Key Account Manager
Industry: Pharmaceutical & Healthcare
Project Type: Go-to-Market, Product Launch & Growth
Duration: 2016 – 2019
Team: 15–19 cross-functional stakeholders
Location: MEA
Status: Completed
Legacy Portfolio Performance: During AstraZeneca’s transition toward newer specialty blockbusters (like Tagrisso and Lynparza), its legacy oncology portfolio—anchored heavily by Zoladex—saw high double-digit growth. In 2018 alone, the broader Middle East and Africa region posted a 42% growth rate in its legacy oncology sales segment. https://www.astrazeneca.com/content/dam/az/PDF/2018/20181213%20Prsn%20CNM.pdf
Overview
Led the end-to-end go-to-market and commercial launch of Zoladex, a hormonal therapy for prostate and breast cancer, across five key provinces in Iran. The project combined market intelligence, customer segmentation, sales enablement, channel strategy, stakeholder engagement, and performance optimization to establish market presence and accelerate early adoption.
Strategy & Market Development
Conducted market and competitive analysis to identify high-potential regions, customer segments, prescribing patterns, competitive positioning, and demand opportunities. Translated these insights into regional sales priorities, distributor strategies, inventory requirements, and commercial KPIs.
Campaign & Sales Enablement
Partnered with marketing, medical affairs, regulatory, supply chain, and distributor teams to develop and localize product education, promotional materials, and targeted customer engagement initiatives. Supported the training and commercial readiness of medical representative and MSL teams to ensure consistent product positioning and effective customer engagement.
Execution & Optimization
Managed launch activities across multiple provinces and continuously monitored sales performance, product availability, distributor KPIs, market feedback, and competitive activity. Used performance data and stakeholder feedback to identify gaps, adjust commercial priorities, and optimize regional execution.
Execution & Optimization.
Established product availability across targeted provinces.
Exceeded initial sales projections by 18% in the first quarter.
Built a repeatable framework for market expansion, distributor performance, and ongoing commercial optimization.
Coordinated a 15–19-person cross-functional team across commercial, medical, regulatory, supply chain, and distribution functions.
Growth Marketing Takeaway
This project demonstrates my ability to take a product from market analysis and positioning through launch, customer engagement, performance measurement, and optimization, and connecting strategic marketing decisions with measurable commercial outcomes.
Market Intelligence → Customer Segmentation → Positioning → HCP Engagement → Sales Enablement → Launch → Performance Analytics → Optimization
