DIRECT TO CONSUMER MARKETING PROFESSIONAL

* Strong strategic and analytical skills with a proven ability to develop strate
gies and innovative tactics for key customer segments. Driver of strategic initi
atives to define vision, brand equity for both traditional and digital media.
* Proficient in managing several projects at a time and leadership skills that e
ngage teams to deliver high performance. Supervisory role for advertising agenci
es.
* Excellent presentation skills, used to positively influence marketing initiati
ves, directed towards a variety of internal and external audiences, including se
nior management, sales organization, and key opinion leaders.
* Proven track record in a dynamic and competitive industry. Creative problem so
lver with demonstrated ability to lead re-launch initiatives that increase brand
equity and accelerate business transformation.
* Creative producer of integrated and holistic marketing plans, brand-building e
xpert, assessor of customer impact on performance, brand life cycle management,
and critical examiner of market research feedback.
PROFESSIONAL EXPERIENCE
Pfizer Inc. * New York, NY April 2003 - October 2010
Marketing Manager, Cardiovascular Unit
Managed portfolio of three unique brands: Norvasc, Caduet, and Lipitor.
* Shifted to all direct-to-consumer marketing. Assigned to key top selling, high
revenue brands. Created, produced, directed and cast Lipitor TV ads that result
ed in the highest ROI in company history to date. Managed a budget of over $15
0MM, leading print, radio and digital media strategy across acquisition, convers
ion and retention platforms.
* Championed modern marketing techniques such as social media. Launched first Li
pitor social media strategy and digital campaign that shaped policy for entire b
usiness unit. Assigned to multi-cultural campaigns and served as a subject matte
r expert, responsible for creative aspects of all advertising and managed vendor
relationships to implement them properly.
* Recruited to Caduet team to correct ineffective brand strategy. Reconfigured s
trategy, circumventing physician outreach in favor of launching the first ever D
TC campaign. Delivered entire campaign from inception to in market in seven mon
ths. Manager of national TV and print campaign, media implementation, relationsh
ip marketing, direct mail and digital. Results exceeded expectations: 32% increa
se in market share, 4% conversation on direct mail and 83% growth in website tra
ffic.
* Accepted the only promotion from associate to manager. Awarded performance ba
sed promotion and became the leader on key brand Norvasc strategies, taking more
accountability while maintaining associate duties in a unit that included six b
rands and roughly 350 people.

Pfizer Inc, New York, NY May 2001 - April 2003

Marketing Associate, Cardiovascular Unit
Tasked with jump starting sales and continuing to establish mature branding and
product positioning with both physicians and consumers. Became known for creat
ive ideas and often able to streamline company processes for increased productiv
ity.
* Responsible for product presentations at national meetings of 3,000 plus. Cre
ated and implemented brand strategy and directives to increase Norvasc sales to
over $2 billion. Trained the field force on a monthly basis to improve sales fo
rce effectiveness.

KARISA GOMEZ - PAGE TWO P: 212.706.2119 | kg10f05e2@westpost.net

Pfizer Inc, continued

* Promoted to handle select direct to consumer. Lead relationship marketing and
consumer education materials, accountable for the implementation aligning with s
trategy and objectives. Negotiated collaterals thru legal, medical and regulato
ry bodies, easing acceptance without losing the objective.
* Created and implemented sales newsletter. Developed stories, generating conte
sts and giveaways.
Pfizer Inc, New York, NY June 2000 - May 2001
Marketing Coordinator, Cardiovascular Unit
Promoted in less than two years. Expertly handled all aspects of convention ads,
signage and event planning.
* Managed a $18MM budget, tracking expenses, projecting/forecasting costs and pe
rforming cost cutting analysis.
Pfizer Inc, New York, NY January 1999 - June 2000
Marketing Assistant, Cardiovascular Unit
Completed directives from two senior managers, assisting with logistics, plannin
g and coordination. Consulted with multiple brand units, and assisted group wit
h vendor management and presentation design.
G.S. Schwartz * New York, NY September 1997-Janaury 1999
Public Relations Account Executive
Managed 6 different consumer clients, writing press releases, securing print and
TV spots and other publicity. Responsible for many different marketing tasks in
cluding press kits, direct mail and researching media hits.
Calvin Klein Jeanswear * New York, NY September 1996-Sepetember 1997
Assistant Sales Account Executive, Kids Wear Division
Worked with national and specialty stores, creating distribution plan to ensure
right products were delivered. Supported event planning for the bi-annual clothi
ng tradeshow and attended to assist with on site tasks.
EDUCATION & AWARDS
Texas A&M University * College Station, TX
Bachelor of Arts in Communications, Minor in Marketing
Distinguished Student Spring 1995
Project Abroad Spring 1995
Research Assistant Summer 1995
Awards & Recognition:
Recipient, 2003 Pfizer Excellence Award for contribution to 'Norvasc Consumer Ed
ucation'
Winner, 2010 Lipitor 'Clutch Award' for contribution to 'Recall Response Strateg
y'