THE BESTWORK PEOPLE
Marsha ShenkKaren Aberle
Ellen Hoenig-CarlsonMichael MacNeill
Lisa Marshall
Dan Montgomery
Ellen is an award winning brand champion. Her extraordinary ability to understand consumers' concerns and commitments, and to reach them in some of the toughest situations, powers profits and accolades.
Her record of growth and innovation includes over thirty diverse consumer, OTC, and pharmaceutical/device categories, in both US and International, Developed and Emerging markets. While at Bristol-Myers Squibb (BMS), Ellen spanned numerous assignments in Brand Management, New Products, Global Category Development, Licensing and Business Development, and Direct-to-Consumer/Patient (DTC/P) Marketing.
Ellen has been a leader in U.S. and global consumer and healthcare marketing for over two decades. During this time, she has twice been recognized by Advertising Age magazine as one of this country's 25 Most Powerful Marketing Executives. In 2001, Ellen took her breakthrough approach and established a consulting practice.
Ellen is a DTC pioneer, spearheading Direct-To-Consumer/Patient (DTC/P) brand marketing initiatives consistently since the FDA regulations changed in 1997. Working with both brand teams and agencies, her innovations have addressed some of the industry's toughest problems, helping to develop and implement upwards of 40 Direct-to-Consumer/Patient (DTC/P) programs. Her campaigns drove profitable growth, including increased awareness, conversion and/or retention. Her collaboration with the new pediatric ADHD medication, Vyvanse, won Silver for Best New Brand of the Year (2007) from DTC Perspectives magazine and PhAME.
During her years with BMS, Ellen advanced DTC/P marketing, creating the first Center of Excellence to optimize the consumer/patient in 1997. Responsible for all DTC/P efforts across BMS' ten billion dollar U.S. Pharmaceutical business (13 brands), her team drove consumer growth and ROI. They evaluated the role of the consumer, crafted consumer strategy and positioning, drove Relationship Marketing programs, DTC/P metrics and learning, oversaw the database and back-end support, agency selection/management, and supported clinical recruitment. EllenÕs group helped build several billion-dollar businesses as well as a number of smaller ones at various stages of product life cycle.
Prior to 15 years with BMS, Ellen began at Revlon, where she marketed Flex, the leading haircare line at the time. She holds both an MBA and a BS in Marketing and Management from NYU, where she graduated Magna Cum Laude. She is a regularly featured speaker at industry conferences throughout the world.
