Ethar El Diwany
Dubai
Summary
Sales and brand management professional with extensive experience in biopharmaceuticals across the GCC region. Demonstrated ability to exceed sales targets and enhance brand performance through strategic planning and collaboration. Skilled in launching impactful brands and developing marketing strategies that drive team success. Recognized for leadership excellence and building partnerships that optimize market growth.
Overview
12
12
years of professional experience
Work History
Neuroscience Sales Manager – Gulf
AbbVie Biopharmaceuticals
01.2024 - Current
- Achieve and surpass sales performance and KPIs in alignment with the Gulf sales strategy, while adhering to budgetary constraints. Achieving 110% vs. Sales Plan in 2024 across the Neuroscience Portfolio.
- Lead financial and demand planning cycles to guarantee an uninterrupted supply of products to patients for the Neuroscience Portfolio Brands across the Gulf.
- Drive team success by effectively leading, developing, and coaching the in-field team. This involves establishing clear sales targets, managing Sales Force Management Systems, and actively monitoring KPIs to foster continuous improvement, and achieve outstanding sales outcomes.
- Inspire and motivate the sales team by ensuring they receive regular updates and training on medical, technical, and specialized in-field knowledge.
- Fostering an environment that prioritizes growth and the empowerment of team members to reach their full potential through the 'Rise to FLOW' initiative.
- Utilize insights gained from account plans to contribute to the solid execution of brand plans, optimizing strategic momentum, and driving brand success.
- Align national priorities, activities, and engagement plans with brand strategy to maximize strategic drive and brand success.
- Proactively address the needs, expectations, and challenges of key stakeholders to build trusted partnerships, and achieve mutually beneficial agreements.
- Build and maintain cross-functional collaboration between stakeholders, establish effective multidisciplinary in-field teams, and ensure timely, high-quality market intelligence is shared with brand and in-field teams to enhance brand strategy and execution.
Atopic Dermatitis Brand Manager – Gulf
AbbVie Biopharmaceuticals
Dubai
07.2021 - 12.2023
- Successfully led the commercial launch of RINVOQ in the UAE and KWT, exceeding performance targets with a $0.5 million upside in 2022 and $1.1 million in 2023.
- Achieved 10% MS in 2023, exceeding the global target MS% by 5%, and closing 2024 with 23% MS%, exceeding the global target MS% by 3%.
- Achieved the 4th country ranking globally in dynamic capture rate, 8 months post-launch, and secured the 1st global rank in having the highest percentage of patients on 30 mg through effective positioning.
- Led the Brand Team in achieving accelerated inclusion of RINVOQ across UAE governmental and private accounts, achieving 100% access 15 months post-registration.
- Conducted stakeholder mapping through segmentation, classification, and the adoption ladder exercise with the Infield team members to determine brand positioning and to drive closed-loop marketing engagement.
- Tailoring Gulf strategy for Rinvoq in atopic dermatitis and collaborating with the cross-functional team to develop and execute a robust brand plan for 2022 and 2023, including the successful development and submission of various business planning deliverables (PLN 22, LRP 22, PLN 23, LRP 23).
- Managed and tracked budgets efficiently to ensure cost-effective execution of marketing strategies and tactics, while maintaining execution excellence.
- Ensure all functional deliverables are consistent with branding, and deliver emotional messages aligned to the Brand Story, launching several successful promotional campaigns and disease awareness campaigns, such as the AbbVie Pro website for HCPs, and the 'Don't Settle, Elevate AD' campaign.
- Established AbbVie as a trusted partner in atopic dermatitis in the region through building strong relationships with KEEs, regional societies, and active participation in key regional congresses and awareness events.
- Received 1 President's Award for accelerating inclusion across the UAE, and 1 VP Award for the LEAD THE DERM SQUAD initiative, and global recognition for the "Don't Settle... Elevate AD" campaign that was developed in collaboration with the Emirates Dermatology Society.
RINVOQ Rheumatology Product Specialist –DXB & NE
AbbVie Biopharmaceuticals
12.2019 - 07.2021
- Achieving Sales Plan in Government & Private Sector with 128% Achievement vs. 2020 plan.
- Secured formulary inclusion of Rinvoq across different private and governmental accounts.
- Developed and implemented individualized Account and Customer Plan strategies.
- Managed external stakeholder engagement plans and executed marketing strategies.
- Led pre-launch customer mapping, segmentation, classification, and engagement plan setting for Rheumatologists across all sectors.
- Built the virtual Launch Platform and ensured a successful launch during the COVID period.
- Collaborated with cross-functional teams to develop pre-launch and post-launch materials.
HUMIRA Rheumatology Product Specialist –Dubai & NE
AbbVie Biopharmaceuticals
11.2017 - 12.2019
- Achieved Sales Plan in Government & Private Sector, exceeding targets with 109% vs. 2018 plan and 114% vs. 2019 plan.
- Enlisting of HUMIRA 80 in PVT accounts.
- Executing Dubai and NE commercial Strategy and Marketing Projects to exceed Targets.
- Established collaboration between Rheumatology and Ophthalmology to enhance the bio-penetration for Uveitis patients.
- Ensuring an individualized Account Plan strategy to enhance the sales of HUMIRA in SpA.
- Tracked and analyzed HUMIRA team Patient Recruitment (IQVIA Dimensions) to develop comprehensive action plans.
Professional Medical Representative
AstraZeneca Gulf
Dubai
02.2015 - 11.2017
- Successfully launched two strategic brands in the Cardio-metabolic Franchise in the government and private sectors (Kombiglyze/ Forxiga/ Xigduo).
- Built customer list through segmentation and targeting.
- Achieved financial targets and executed marketing strategies, exceeding targets with 101% vs. 2015 plan and 100% vs. 2016 plan.
Medical Representative
Novartis Pharmaceuticals
Alexandria
09.2013 - 09.2014
- Delivering financial targets and executing activities through cross function collaboration - 103% vs. Plan.
- Responsible for the Bone and Pain Franchise sales in my territory.
- Analyzing stocks and forecasting sales. (Scattered clinics and pharmacies).
- Building the customer list through segmentation and targeting.
- Stakeholder mapping.
- Delivering financial targets and executing activities through cross function collaboration.
Education
Bachelor of Pharmacy -
Faculty of Pharmacy - Alexandria University
Alexandria, Egypt06.2013
Deutsche Schule Der Borromarinnen
Alexandria, Egypt06.2008
Skills
- Sales performance and coaching
- Financial planning and analysis
- Customer engagement strategies
- Brand development and strategy
- Team leadership and collaboration
- Cross-functional teamwork
- Stakeholder management
- Market and competitive analysis
References
Available upon request
Awards
- 2024 Global Recognition (Don't Settle... Elevate AD)
- 2023 S1 Vice President's Award (Beating the Clock - Lead the Derm Squad)
- 2022 S1 President's Award (The Power of the Triple)
- AbbVie Excellence Awards 2020 (Make Possibilities Real)
- AbbVie Excellence Awards 2019 (All for one Abbvie Award)
- AbbVie Excellence Awards 2019 (Make Possibilities Real)
- Novartis, Winner of Novartis Innovation Committee for the “I-expert” Project
Nationality
Nationality: Egyptian
Languages
Arabic
First Language
English
Proficient (C2)
C2
German
Proficient (C2)
C2
Timeline
Neuroscience Sales Manager – Gulf
AbbVie Biopharmaceuticals
01.2024 - Current
Atopic Dermatitis Brand Manager – Gulf
AbbVie Biopharmaceuticals
07.2021 - 12.2023
RINVOQ Rheumatology Product Specialist –DXB & NE
AbbVie Biopharmaceuticals
12.2019 - 07.2021
HUMIRA Rheumatology Product Specialist –Dubai & NE
AbbVie Biopharmaceuticals
11.2017 - 12.2019
Professional Medical Representative
AstraZeneca Gulf
02.2015 - 11.2017
Medical Representative
Novartis Pharmaceuticals
09.2013 - 09.2014
Bachelor of Pharmacy -
Faculty of Pharmacy - Alexandria University
Deutsche Schule Der Borromarinnen
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