Petra Hafkamp

Grünenthal is global leader in pain management. It is science-based, privately-owned pharmaceutical company with commercial presence in 28 countries across Europe, Latin America and US. Revenues in 2022: € 1.7 billon.

Joined newly set up team after global reorganization. Moved away from affiliate and local focus to corporate environment with global view. I created unity and one way of working. Same as in country but with single and focused expertise; global marketing vs general management of one country. Results:

• Maximization/ maintenance of value of EBs by creating synergies across markets
• Go to market strategy for recent acquired EB, ready to be implemented.
• Developed creative presentations, trend reports, kitted assets, and product data sheets
• Mentored affiliates on best practices and protocols to maximize productivity

(Transitional) leadership: affiliate had a negative P&L. Changing pharmaceutical environment required an adaptation of NL business model/ organization. I optimized the commercial structure, set clear goals, identifying growth opportunities and created an improved customer centric approach supported with an omnichannel strategy. Made bold choices leading to the establishment of a thriving and psychologically safe culture, increased employee engagement & productivity. Results:

• an independent, lean and awesome team plus a strong performing organization: from a 2018 negative to a positive P&L with a ROI average of 53% (2019-2022)
• revenues more than doubled ( twice runner-up best performing Grünenthal affiliate (ROI)
• Great Place to Work score on credibility, respect & fairness of 84% (+30%)
• Global Performance Award; number 1 recognized best performing brand ( +25% growth).

• Underperforming of a recent launched brand: redefined and implemented commercial strategy, leading to an increase of market share in a highly genericized market. Result: market leader ( 36% MSH, +150% in 2019 vs 2017)
• Successful acquisition of a 10 year old brand. Result:

acceleration of brand growth and an annual increase of

revenues of 25% by implementing a.o, a new price

strategy

• Overall responsible for the elaboration and approval of operational strategies and sales & marketing targets of NL affiliate. Increased focus, collaboration, data driven and customer sales approach of the team resulted in higher sales
• Optimized available resources and organization, motivated and controlled field teams and internal support functions.

• New antidepressant had to be launched in 6 countries: developed and executed the marketing strategy for both the pre-launch and launch phases
• Teams were well trained, enthusiastic and motivated to deliver results.

• Developed, implemented and executed an online marketing & sales strategy resulting in a new corporate website and a digital cross sell tool
• All based on 6 customer journeys, developed in cross functional teams
• Strategic and operational corporate communication e.g
• On topics as network participation resulting in high level media attention, labour market communication; developing the game ‘Who Cares’ resulting in > 15.000 players and +7% increase of applicants Sparring partner of Vierstroom Board of Directors & companies resulting in higher awareness and knowledge of marketing and customer focus
• Build a Vierstroom brand architecture Monitor market trends and translate impactful political changes: e.g
• Transition ‘Begeleiding Wmo’ or ‘scheiden, wonen, zorg’ to for example arrangements Developed & recruited sponsors/ trusts; result in 2012 € 800K income Organised annual external network meetings & bimonthly ‘knowledge café’s’

• Country brand lead for ABILIFY (a-typical antipsychotic) leading the ABILFY (cross functional) brand & sales team.

• Accountability 25% of Dutch cardiovascular sales.

• Country brand lead for Aprovel, NewAce and VANLEV, marketing team 2,5 FTE, in close cooperation with Joint Venture partner Sanofi

• Development and implementation of pre-marketing strategies and activities.

• Successful introduction of CoAprovel; reached, within 1 year after launch, a third of overall product sales.

• Responsible for regional and by times national sales within disease areas gynaecology, gastro enterology and cardiology
• Managing sales force 6-12 FTE.

• Commercial activities within OR and neonatology departments
• Focus on product lectures and - training to physicians in training.