Paula Kowalczyk, Senior Director for Merck Consumer Care IT, spoke at the 9th Annual SAS Health and Life Sciences Executive Conference about Merck’s plan to globalize its consumer care business and why it needed marketing operations management in order to succeed.
In this podcast, you'll hear details of Merck's marketing operations plan, including how the marketers wrote the business case, the challenges they began with and the outcomes they planned for, including:
- Increased consumer centricity.
- Faster promotional review.
- Better reuse of global assets.
- Optimized marketing mix.