Syed Arif Raza

Creative and growth-oriented marketer having 14 years of diverse experience of marketing and sales in leading pharmaceutical and healthcare companies. Focused on developing strong brands by differentiating them with the competition through development and execution of innovative strategies and marketing campaigns utilizing ATL, BTL and digital media.

Martin Dow Limited

Senior Product Manager

Mar 2020 – Continue

• Portfolio: Gastro and Medicine- Librax (Anti-Spasmodic & Anti-Anxiety), Esomax (Anti-Ulcerant) & Dexfiber (Soluble Fiber).
• Established Librax a 658 Mio brand (MAT ~ 12/2021) with 33% growth over last year.
• Identified and opened Gynae segment for Librax by engaging gynecologists in symposia and RTDs.
• Improved the ranking of Librax from 3rd to 2nd in A03A+A03C derived market (MAT ~ 03/2021) beating Anafortan Plus.
• Established Esomax a 135 Mio. plus, brand (MAT ~ 12/2021) through continuous customer engagement. The brand has shown 45% growth over last year.
• Initiated and conducted multiple CMEs/ forums for target audience including “MDL Physicians Forum”, “Gastro Experts Meeting (GEM)” and “IBS Summit” to develop a pool of loyal prescribers for Librax and Esomax.
• Successfully launched Esomax IV.
• Regularly use research and IQVIA data to identify potential markets and interact with internal customers to launch new products/ line extension
• As part of brand strategy, continuously engage trade leadership/ team to better serve external customers.
• Conceived and launched Dexfiber (HOTC brand) in Oct 2022.

Novartis Pharmaceutical

Product Manager

Nov 2016 – Jan 2020

• Portfolio: Ortho & General Medicine- Ternelin (Muscle Relaxant), Acemed (NSAID) and Doxolin (Anti-asthma)
• Won “Brand Manager of 1st Semester 2019” award on outstanding portfolio performance.
• Moved Doxolin up in the ranking from 6th to 3rd in Doxofylline market by improving market share from 2% to 12% (MAT ~ 12/2016 to MAT ~ 09/2019).
• Regained 80% of lost business of Ternelin within 1 year of its relaunch.
• Improved Ternelin HCP coverage from 6,000 to 14,000 by launching a successful collaborative campaign with Caflam (A brand of Novartis Innovative Medicines division).

The Aga Khan University Hospital

Associate Marketing 

Jan 2014 - Nov 2016

Portfolio: Cardiac services, Internal Medicine, Eye and ENT, Radiology at AKUH Main campus and Aga Khan Hospital for Women and Children, Kharadar.

• Improved brand recall by planning and executing multiple ATL, BTL and digital marketing campaigns.
• Enhanced disease awareness by conducting more than 50 health talks on radio, 4 health talks on television and more than 15 health awareness sessions / health festivals on world health days.
• Increased share of voice for different hospital services by publishing more than 20 Newspaper and magazine ads.
• Highly successful in launching services include:
  • Refractive Eye Surgery
  • Cosmetology Services (Botox, Fillers, Dark Circles repair and Blepharoplasty)Type 1 Diabetes and Continuous Glucose Monitoring Services

Senior Marketing Executive 

Oct 2013 - Jan 2014

• Impactful contribution during ‘advertising/ digital Agency Selection Process’ and took the selected agencies onboard within 2 months.
• Strategically evaluated the business of ‘Referral Offices in Dubai, Quetta and Hyderabad’ within 6 weeks.

GlaxoSmithKline (GSK)

Product Specialist (Vaccines)

Apr 2012 - Sep 2013 

• Sales Responsibility: Cervarix (HPV Vaccine) in gynae segment.
• Assigned Area: Karachi-2 (Covered approximately 70% of Karachi).
• Established Cervarix by generating prescriptions from leading gynecologists and institutes e.g., JPMC, The Aga Khan University hospital etc.

Medical Services Executive

Feb 2009 - Mar 2012

• Sales Responsibility: Velosef (Cephradine), Capoten (Captopril), FefolVit (Hematinic), Chewcal (Calcium) and Engran (Multivitamins).
• Assigned Territory: Orangi Town, Nazimabad, Hub, Winder, Uthal and Bela.
• Part of sales team which made “Velosef a Billion Brand”.
• Doubled Velosef sales in 3 years in the assigned territory, also given substantial growth on FefolVit, Chewcal and Capoten. 
• Won “Master Detailer Award” in planning and strategic meeting-2009 and “Disease and Product Knowledge award” in 2012.

MBA (Marketing)                                                     2018 

Iqra University, Karachi 

Doctor of Pharmacy (Pharm-D)                             2008 

University of Karachi, Karachi