Ann Peets - Marketing Vice President, Insight Marketing

Marketing Vice President @Insight Marketing

Marketing DirectorCMOContent ManagerCommunications ManagerBrand Marketing ManagerC-level ExecutiveMarketing

Ann has over 30 years of experience as a Marketing Leader up through the Vice President level for multiple pharmaceutical and medical device brands, products, and franchises. Her experience spans Pharmaceutical, Medical Device, Over the Counter, and Consumer segments of healthcare for products ranging from $10 Million to $1.6 Billion in Sales. She has worked for small, medium, and large companies ranging in size from 10 to 50,000 employees and in a variety of Marketing team structures -- from being the sole marketer responsible for all strategy and tactics on up to supervising teams of 17 marketers. Ann is known for uncovering key customer insights that open up the highest value business potential for a brand or product, translating these insights to a differentiated strategy targeting health care professionals, consumers, pharmacists, hospitals, and managed care target audiences, and leading the successful implementation of omnichannel tactical programs with her marketing teams to deliver on these strategies to grow revenue.

CooperSurgicalVice President Marketing, Global Medical Devices

Jan. 2018 - Jan. 2021Trumbull, CTGlobally respected provider of 600 medical device and pharmaceutical products focused on healthy women, babies, and families. Categories: Paragard IUD, Endosee Hysteroscope, Insorb, Contraceptives, Surgical Products, Women's Health Products Constructed winning Marketing Strategy and assembled high-performing team to maximize potential of 600 medical device products and Paragard IUD, the company's groundbreaking pharmaceutical acquisition worth $1.1B. Crafted, tested, and launched fresh brand identity, complete with distinctive logo and trademarked tagline, "Simple, honest pregnancy prevention," effectively repositioning brand from niche to first-choice option. Transformed marketing approach from scattered and unfocused strategy to insights-driven commercial leadership model for 600 product portfolio, fostering close partnership between marketing and sales. Directed resources towards focused and refined strategy, leading team of 17 professionals to achieve predictable, profitable, and sustainable growth across focus product lines. Key Achievements: • Transformed Paragard IUD, a 20-year-old brand, from stagnation to 11% growth after five previous companies had failed. • Devised and executed bold "Go Big" strategy, elevated consumer brand awareness from 3% to impressive 96%, and established Paragard as prominent player in IUD category. • Discovered major hindrance in product's adoption – a counterintuitive insertion process and addressed reluctance of doctors to admit lack of knowledge regarding proper insertion technique with a national Paragard insertion re-training program resulting in improved product confidence. • Orchestrated synergistic national omnichannel campaigns targeting both direct-to-consumer (DTC) and healthcare professionals (HCP), resulting in significant increases of 6% in brand awareness, 9% in consideration, 6% in HCP discussions, and 11% surge in demand-driven sales.

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