Some of the recent projects that Andy has led include an analysis of OTC market drivers for several categories in Europe and North America, an evaluation of “portfolio fit” to identify potential acquisition/licensing candidates across nine European countries, market definition and sizing for a range of categories, including OTC/Rx crossover, in four European countries, and an extension of pharmacy brands into the mass market.
Prior to joining IMS, Andy spent seven years as Managing Consultant in a healthcare strategic marketing consultancy, advising clients from the global “Top 10” (consumer health and pharmaceuticals) on a wide range of marketing issues at a local, regional, and global level. Areas of focus included market assessment; market definition and sizing; market evolution and drivers; market segmentation; portfolio management; portfolio planning and optimisation; resource allocation; brand management, development and positioning; customer segmentation (consumer/patient, trade, physician); brand marketing strategy and implementation; launch management and planning; competitive assessment; channel strategy; critical success factor (CSF) definition and strategies for market entry.
Andy also has extensive marketing/marketing management experience from over 15 years with SmithKline Beecham in local and international roles including brand management and marketing management in the UK, as Head of Marketing for SB Consumer Healthcare Europe and as Global Category Director for Oral Hygiene.
Andy’s areas of specialty include OTC/self-medication (all key categories), oral hygiene, fast moving consumer goods (FMCG) personal care, and Rx products. He holds a degree in Law.