Ellen Gutierrez

Ellen Gutierrez New York, NY •-•- https://www.linkedin.com/in/ellen-ribner-gutierrez-80482b4/ Professional Summary Seasoned Brand Strategist & Integrated Marketing Communications Leader -15+ years experience Uncovering insights and driving transformative ideas that solve complex business challenges, create exceptional experiences and inspire brand awareness and engagement across a multi-channel eco-system of paid, owned and earned platforms Core Competencies  Brand Planning  Digital & Content Strategy  Competitive & Landscape Analyses  Insight & Idea Generation  Thought Leadership  Research Design & Management  Multicultural Marketing  Workshop Development & Facilitation  Growth and New Business Leadership  Data Driven Story Telling ,  Relationship Building, Consultation & Mentorship  Cross Functional Team Leadership  Bilingual (Spanish/English) Therapeutic Expertise  Infant Nutrition, Oncology, Pain, Infectious Disease, Dermatology, Immunology, Diabetes, Rare Disease, Gastroenterology, Hematology, Neurology, Men’s Health, Women’s Health, Oral Hygiene, and Pet Health Category Knowledge  Food, OTC and HABA, electronics, distilled spirits, government, telephony, retail, QSR, kids, travel and finance Recent Professional Experience Strategist: New Business, Creative Development and Multicultural Marketing | 2021-current Iris, BBDO Health, HERO Collective, CI Group, RWS  Guardant (Launch strategy for blood test colon cancer screening brand Shield); Boeringher Ingelheim (Frontline and NexGard global pet health portfolios); Janssen (Imbruvica, Erleada multicultural efforts), abbvie (Ubrelvy); Takeda (Amitiza), Promius Dermatology (Zeglyze), Wellstar Hospital System, Witt Weiden (German clothing manufacturer) SVP Director of Strategy (Department Lead) EGAMI Group (Public Relations Agency) | New York, NY | July 2022 – May 2023  Spearheaded an agency-wide restructuring to integrate strategic thinking and associated strategic tool box into existing public relations clients’ scopes of work and new business development process resulting in 2 new clients within 6-months  Developed and led 6 internal, mandatory employee strategic planning training programs  Oversaw multicultural communications strategy for clients including AmEx, US Bank, Pearl Milling Company, and Janssen  Engineered the agency's repositioning, revamped social media messaging and marketing materials, and pioneered its maiden content strategy.  Provided consulting expertise to clients on cultural competency and best practices for instituting multicultural center of excellence and associated playbook Group Strategy Director Closerlook (Fishawack Health) – Digital Communications Agency | Chicago, NY | July 2021 – June 2022  Developed portfolio communication strategy for argenx across neuromuscular, hematology and dermatology franchises covering 4 rare disease indications for use with paid, owned and earned media channels  Led annual brand planning for Vyvgart (myasthenia gravis) unifying all branded, unbranded, patient service program and advocacy initiatives under a singular creative strategic platform  Designed research to quantify sentiment and treatment preferences among CIDP patients in preparation for unbranded communication initiatives and patient segmentation for indication launch  Co-developed a proprietary geo-targeted Market Maximization framework to optimize product adoption within the first 180 days of launch  Revamped agency creative brief and co-developed Agency Strategic Playbook SVP Group Strategy Director TBWAWorld Health (Advertising Agency) | New York, NY | February 2020 – December 2020  Oversaw US and Global strategic planning responsibilities for Agency’s largest client: AZ/Merck oncology brand Lynparza, across 4 indications (Pancreatic, Ovarian, Breast, Prostate)     Developed cross tumor positioning, and strategic communication plan for “One Lynparza” resulting in $400.0M of additional scope Developed and implemented Strategic Roadmap for clients to use quarterly for promotional program optimization and client/agency relationship building Consulted for multicultural marketing efforts across agency brands looking to engage more deeply with marginalized audiences Proposed and developed quantitative research study to be used as IP for the agency to better understand clinicians’ perspectives on health care disparities among racially and ethnically diverse populations SVP Director of Strategic Planning CultHealth/Cult360 (Advertising Agency) | New York, NY | July 2017 – June 2019  Secured 3 new clients in 1 year - Array Pharma (metastatic melanoma), PTC Therapeutics (Duchenne’s muscular dystrophy) and Huntington Learning Centers with estimated billing of$3.5MM)  Created consumer launch positioning and led tactical planning for Novo-Nordisk’s blockbuster diabetes drug Ozempic  Oversaw the development of and facilitated workshops in brand identity, product positioning, lexicon, SWOT, message architecture, tactical planning, insight generation and competitive scenario planning for Promius Pharma (neurology & dermatology), Egalet (pain) and Viromed (diabetic retinopathy)  Published 3 thought leadership pieces on Aging & Beauty, Customer Centricity, and the Power of Hope in Oncology SVP Global Planning Director Saatchi & Saatchi (Advertising Agency)| New York, NY | February 2013 – December 2014  Managed global equity and oversaw consumer strategic development for Mead Johnson’s infant and specialty formula / toddler milk brand Enfamil in North America, Asia and Latin America and developed first ever global positioning for client’s portfolio of 5 specialty formulas (Soy, Lactose Free, Comfort, Anti Regurgitation, Allergy)  Led launch of Super Premium formulation Enfinitas in Asia – with roll outs to Latin America and US  Developed insight-driven innovation concepts for moms and health care professionals for US new constipation formulation (Reguline), comfort (Gentlease) and breastfeeding complement (Enfamil for Supplementing) resulting in a double digit increase in brand awareness and 3%-7% sales lift vs. YA  Oversaw development of content/messaging strategy for use on US flagship formula “Emfamil Family Beginnings” website  Designed response strategy for broadcast, CRM and all digital channels, for US toddler beverage, EnfaGrow, resulting in 14% increase in brand awareness, +600% in website traffic, + 20% in call center volume and +30% in sales within 90 days SVP Global Strategy Director Havas Life New York (Advertising Agency) NY, NY | February 2011 –February 2013; January 2016- September 2016  Led winning pitch team for Shionigi (infectious disease)– with billings of $5.0MM  Developed brand identity and launch positioning for atopic dermatitis drug Dupixent  Developed and launched global professional and consumer positioning platforms spanning 14 countries for Pfizer Nutrition’s premium/super premium infant formula brands, Specialty, Maternal Lactation, and Picky Eating formulations  Led annual brand planning meeting for Client and developed model for “Premiumization” for all international brand marketing efforts  Oversaw global opportunity assessment to determine launch markets for Milprosa; led 2013 global business planning workshop to determine launch strategy for Latin America, Europe, Middle East and Africa (12 emerging markets)  Created portfolio positioning and individual product positioning platforms/creative strategies for GUM Oral Care’s interdental line of products’ first ever consumer communications efforts  Authored Multicultural Pharmaceutical Marketing and Brand Architecture workshops for use by all agencies within the Havas Health network. Education   Tufts University: BA, International Relations, Cum Laude Pace University: MS, Teaching (Spanish and Social Studies) Grades 7-12