AMY R. ROSENBLUM
Exeter,Exeter
Summary
Marketing strategist with 18 years of global experience in pharmaceuticals, digital therapeutics, and payer healthcare. Expertise in brand repositioning, product launches, and patient engagement through integrated campaigns. Skilled in translating market insights into effective strategies and building high-performing teams.
Focused on bringing passion, energy and direction while making a positive impact on the lives of individuals.
Overview
21
21
years of professional experience
Work History
Senior Director, Payer Marketing
CURRAX PHARMACEUTICALS, LLC
Amsterdam
08.2025 - 05.2026
- Led organisation-wide pull-through programme, leveraging 42% product coverage to enhance access for covered populations.
- Developed and deployed organisation's first pull-through collateral and analytics playbook, creating communication plan to increase paid claims.
- Developed comprehensive payer strategy for Contrave, enhancing communication of obesity medication value to payer and employer audiences.
Senior Director, Payer Marketing
CURRAX PHARMACEUTICALS, LLC
Amsterdam
09.2021 - 05.2025
- Led repositioning and relaunch of Contrave across the US, driving 55% YoY growth and 26% volume growth; brand reached 2.2M global patients from 2023-present as a nine-year-old challenger brand.
- Led a team across digital marketing, website, telehealth, patient engagement and CRM; generated 9.5M Contrave.com users and 500K CRM contacts over two years on a $16M budget.
- Established 'One Size Does Not Fit All' strategy and Emotional Eating positioning; developed first broadcast campaign, 'Cravings Don’t Own Me,' enhancing brand recognition in 2025.
- Leveraged patient insights and market research to create 2024 FoodNoise unbranded-to-branded campaign across YouTube/CTV, radio and PR, achieving ~20M impressions on $250K investment.
Marketing & Partnerships Director
TIRED OF CANCER B.V.
Utrecht
03.2018 - 07.2021
- Led UK and US commercial strategy for Untire, a digital therapeutic for cancer-related fatigue, driving B2B2C go-to-market, digital marketing, PR, and provider/patient advocacy collaboration; supported execution in Netherlands.
- Established 65+ partnerships across pharmaceutical, hospital, and payer audiences, contributing to one-third of total user downloads.
- Developed multi-country campaigns for oncology side-effect awareness, education, and digital health access, enhancing clinical research outreach.
Product Director, Sleep Apnea | Product Director, Managed Care
LINCARE HOLDINGS (AMERICAN HOMEPATIENT)
Brentwood, TN
10.2014 - 07.2017
- Directed marketing, strategy and business operations for a $75M Sleep Apnea product line serving 200+ branches and 1M patients.
- Developed sleep sales strategy and messaging for a 400-person field sales organisation; sleep device placement achieved 11.5% growth target.
- Led patient engagement transformation and value-based-care communications, including market assessment, competitive intelligence, vendor selection and C-suite action planning.
- Managed cross-functional communications strategy for new IT systems, field mobility upgrades and online patient portal launch.
Client Services Director
PLEIO HEALTH SUPPORT SYSTEMS, INC.
Dallas, TX
03.2012 - 09.2013
- Established 11 brand accounts generating $2M in pharmaceutical client revenue, including Pfizer, Boehringer Ingelheim, Daiichi Sankyo and Sunovion.
- Developed GoodStart adherence programme for new and existing business; collaborated with senior leadership on pricing strategies, product extensions, SOPs, and market opportunities.
- Built multi-channel adherence programmes across phone, email, SMS, and web for brands including Lipitor, Spiriva, and Benicar, personalising education and motivation to align with patient preferences.
Managed Care Marketing Manager | Trade Marketing Manager
SUNOVION PHARMACEUTICALS (SEPRACOR)
Marlborough, MA
11.2010 - 03.2012
- Led retail pharmacy marketing planning, strategy and a $1M budget across seven brands, including Lunesta, Brovana, Xopenex HFA/IS, Latuda, Alvesco and Omnaris.
- Partnered with CVS and Walgreens on patient education and medication-compliance programmes spanning letters, SMS, email and phone; led internal and external teams across POS, webinars, formulary alerts and e-newsletters.
- Collaborated with agencies and vendors on in-store consumer marketing, direct response programmes, conference events and payer advisory boards.
Consumer Marketing Manager | Sr. Pharmacy Benefit Analyst
UNITEDHEALTH RX SOLUTIONS (OPTUM RX)
Edina, MN
08.2007 - 11.2009
- Developed and implemented managed-care patient programmes with pharmaceutical manufacturers including Johnson & Johnson, P&G and Wyeth, focused on member behaviour and conversion/response.
- Owned physician and member communications for Specialty Pharmacy across oral oncology, hemophilia and transplant, including drug and network change notifications.
- Conducted primary and secondary market research and developed focus groups to evaluate communications intended to improve pharmacy-benefit utilisation behaviour.
Retail Merchandising Analyst - Health / Pharmacy / Beauty
TARGET CORPORATION
Minneapolis, MN
06.2005 - 10.2006
- Analysed sales data and market trends to optimise inventory planning and distribution across 1,600 stores for multimillion-dollar haircare portfolio.
- Collaborated with Procter & Gamble and Elizabeth Arden on forecasts, new product launches, and inventory contingency plans; led new store openings as New Store Captain.
Education
BS - Marketing, Minor: Communications
Indiana University - Kelley School of Business
Bloomington, INSkills
- Payer Strategy and Communications
- Market strategy
- Market insights
- Digital health
- Brand strategy
- Patient Experience Strategy
- Cross-functional leadership
- Strategic planning
- Public Relations
Outside The Office
- 2025-2026 North American Community Lead, British School of Amsterdam Parents Organization
- 2020-2022 Chair, Temple Preschool Parent Committee
- 2022- 2023 Executive Board Member, Temple Preschool
- Peloton enthusiast and snail pace runner
- 2008 Minneapolis Marathon finisher
- Type A, organized with a penchant for planning
- Mom of 2 kids and 2 rescue dogs
Timeline
Senior Director, Payer Marketing
CURRAX PHARMACEUTICALS, LLC
08.2025 - 05.2026
Senior Director, Payer Marketing
CURRAX PHARMACEUTICALS, LLC
09.2021 - 05.2025
Marketing & Partnerships Director
TIRED OF CANCER B.V.
03.2018 - 07.2021
Product Director, Sleep Apnea | Product Director, Managed Care
LINCARE HOLDINGS (AMERICAN HOMEPATIENT)
10.2014 - 07.2017
Client Services Director
PLEIO HEALTH SUPPORT SYSTEMS, INC.
03.2012 - 09.2013
Managed Care Marketing Manager | Trade Marketing Manager
SUNOVION PHARMACEUTICALS (SEPRACOR)
11.2010 - 03.2012
Consumer Marketing Manager | Sr. Pharmacy Benefit Analyst
UNITEDHEALTH RX SOLUTIONS (OPTUM RX)
08.2007 - 11.2009
Retail Merchandising Analyst - Health / Pharmacy / Beauty
TARGET CORPORATION
06.2005 - 10.2006
BS - Marketing, Minor: Communications
Indiana University - Kelley School of Business