Contact
Rob Laset
www.linkedin.com/in/rob-laset DUPIXENT Global Dermatology Lead at Regeneron
(LinkedIn) Montclair, New Jersey, United States
Top Skills Summary
Business Analytics
Accomplished leader with proven results in all phases of
Marketing Strategy
commercialization, including new product planning, product
Pharmaceutical Industry
launch, product management, and life-cycle management. Broad
experience in global and US markets, across multiple functions, and
a range of therapeutic areas with recent focus in gastroenterology,
CNS, allergy, rheumatology and renal.
Experience
Regeneron
Senior Director, DUPIXENT Global Dermatology Lead
October 2021 - Present (2 years 1 month)
Responsible for global strategy, commercial delivery and new indication
launches in dermatology therapeutic area, including atopic dermatitis and
prurigo nodularis.
Teva Pharmaceuticals
2 years 5 months
Global Respiratory Marketing
December 2020 - October 2021 (11 months)
Parsippany, New Jersey, United States
US Brand Lead - OA Chronic Pain
June 2019 - December 2020 (1 year 7 months)
Greater New York City Area
Lead US launch preparations for novel NGF inhibitor biologic for OA pain.
Responsible
for developing and executing all facets of commercial strategy and model
including:
brand positioning and value, HCP marketing, patient marketing, customer
experience,
sales, trade and market access strategy. Work in collaboration with alliance
partner.
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Alfasigma USA
Head of Brand Management
February 2018 - June 2019 (1 year 5 months)
Greater New York City Area
Created and led brand marketing function for new US subsidiary. Responsible
for HCP
and patient marketing across company portfolio in gastroenterology, CNS and
bulk
ingredients with annual revenue of $150MM, marketing budget of $12MM and
four
brand managers, and supporting 180 sales professionals. Key
accomplishments include
driving prescription growth through relaunch of VSL#3 (+50% in NRx and 35%
in TRx
within one year), reversing decline of Deplin, instituting a strategic brand
planning
framework and process, and implementing digital/non-personal marketing
channels
with highly positive ROI.
DBV Technologies
Senior Director, Allergy/Immunology Marketing
April 2016 - February 2018 (1 year 11 months)
Greater New York City Area
Led US and global commercial and market development activities for product
launches
in food allergy with forecasted sales revenue of $2 billion. Led development of
scientific platform, KOL and advocacy engagement, global congress and
medical
education plan, launch of unbranded HCP disease awareness campaign, and
commercial input into product clinical and regulatory strategy. In one year,
achieved
>50% unaided awareness of lead product among US allergists, with greater
understanding of mechanism of action and improved perceptions of potential
product clinical value.
Sanofi
12 years 4 months
Senior Director, Global Rheumatology Marketing
October 2013 - April 2016 (2 years 7 months)
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Global head of HCP marketing, device and market development for
rheumatoid arthritis
biologic launch. Developed overall brand strategy with focus on HCP launch
campaign,
pre-launch mechanism of disease education and congress plan. Created
award-winning
patient-friendly injection devices and trade packaging in conjunction with
product
development team. Co-developed EU business cases, brand planning,
commercial
model and launch preparation across region.
Director, US New Products Marketing - CNS & Immunology
May 2010 - October 2013 (3 years 6 months)
Prepared commercial evaluations, business plans, and initial market
development for
11 pipeline products in immunology, CNS, sensory disorders, musculoskeletal
diseases,
and ophthalmology including DUPIXENT and KEVZARA. Assessments
resulted in a
number of Go/No-Go decisions on internal compounds and external
opportunities, and
optimization of clinical development strategy.
Senior Manager, Renal Marketing
August 2009 - May 2010 (10 months)
Established new renal franchise by relaunching Ferrlecit brand for iron
deficiency
anemia. Created new brand strategy, identity, promotional material; trained
new sales
force; directed pricing and contracting strategy (buy and bill) and initiated life
cycle
management. Exceeded financial goals by 10%.
Leadership Acceleration Program
August 2007 - July 2009 (2 years)
Selected by US executive committee as first candidate in two-year intensive
rotation to develop high-potential mid-level managers. Experience includes:
- Development of a US CNS franchise portfolio development strategy with
input into global strategy
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- Initiation of a global marketing pricing and market access center of
excellence (based in Paris HQ)
- Field sales, in which I achieved top-quartile region ranking on portfolio during
rotation (Apidra, Lantus, Ambien CR)
- Diabetes marketing, including contracting strategy, customer account
marketing, peer-to-peer, complementary channels and patient programs
- Financial controlling with P&L and budget planning responsibilities for
diabetes portfolio
Senior Manager, Market Research / Specialty Markets
April 2006 - August 2007 (1 year 5 months)
Managed a team of four market researchers supporting decision analytics
for 10 brands in urology, allergy, orthopedics and dermatology. Recognized
with internal company award for implementation of new integrated weekly and
monthly performance reports across portfolio. Obtained promotions for two
individuals on team.
Lead on primary research for Allegra and Nasacort AQ franchises ($2M total
annual budget).
Manager, Urology Business Operations
January 2005 - March 2006 (1 year 3 months)
Integrated sales operations and secondary research for merged sanofi-
aventis portfolio in urology. Created SAS and VBA-based decision analytics
and reporting system and managed sales force call planning, targeting and
incentive compensation strategy. Awarded with multiple promotions (from
analyst to specialist, manager and senior manager) within 15-month period.
Analyst, Sales Performance Metrics
January 2004 - December 2004 (1 year)
Managed performance reporting for specialty injectables (Arixtra, Hyalgan,
Eligard) and launch product (Uroxatral)
ZS Associates
Business Associate
July 2002 - December 2003 (1 year 6 months)
Education
NYU Stern School of Business
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MBA, Marketing, Entrepreneurship, Strategy · (2006 - 2010)
Princeton University
AB, Political Economy, German · (September 1998 - June 2002)
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