Novartis

 

2003-2004

Brand Manager – NIGHT & DAY contact lens

Devised a shared consumer/trade market strategy that took CIBA VISION’s fastest growing and priority brand, NIGHT & DAY, to a record year in revenue and gross margin, despite stiff market competition from Johnson & Johnson.

  • Based on research, built a multi-faceted approach combining aggressive brand and communication strategies – produced record results of $90M/$76M revenue and +130%/+167% gross margin for 2003 and 2004 respectively
  • Directed the integrated strategic planning process to capture growth of +58% and market share of 3.9%
  • Created the successful response to a competitive launch from Johnson & Johnson – secured $18M budget for new campaigns targeting both consumers (TV, print) and eye care practitioners (trade magazines, sales materials, sales education)

 

Recommendation

“Wendy joined our team at a critical time during the ramp up of our most important strategic brand. She had an immediate impact with her strategic thinking, creativity and ability to synthesize information into a coherent business plan. She led the strategic planning for our largest brand, NIGHT & DAY, and integrated our consumer and professional demand creation plans in a new way that created significant incremental value. As a result the brand over delivered on our aggressive sales targets and won CEO support for an expanded media spend.”

Matt Oerding, VP, Global Marketing Head, CIBA Vision/Novartis managed Wendy at CIBA Vision”

 
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Wendy Ferguson MBA, MA
Business Solutions Innovator
Designing new ventures around emerging technologies and consumer insights