Gemma Hyland
Hayes,UK
Summary
Experienced marketing professional with extensive expertise in pharmaceutical, OTC, and medical devices marketing. Proven track record in brand strategy development, digital marketing strategy, and new product launches. Adept at leading cross-functional teams and managing customer systems to drive effective brand performance. Skilled in campaign development, CRM management, market research, omni-channel marketing, and pipeline and NPD management. Demonstrated success in project management, agency management, and KOL engagement. Committed to leveraging health tech innovations to enhance strategic marketing initiatives.
Overview
25
25
years of professional experience
15
15
years of post-secondary education
Work History
Senior Medical Marketing Manager
Flo Health Limited
London
05.2023 - 04.2025
- Established and delivered Flo's healthcare professional strategy in the US, focusing on OB-GYN engagement and multi-channel lead generation
- Leading initiatives to expand Flo's presence in the medical sector, enhance brand credibility, and optimise digital marketing performance
- Developed and executed a multi-channel media pilot to generate marketing leads, achieving a 3-4% CTR on adverts and 2% in search
- Successfully led a partnership with United Healthcare, securing Flo's listing on the UHC store for commercial members, launching in July 2025, with a projected additional minimum revenue of $1M
- Developed a patient education toolkit for healthcare professionals, including discounted Flo Premium cards to support patient engagement and recommendation of Flo Premium
- Increased premium subscription uptake from 1.1% to 6.6% through doctor recommendations
- Managed partnerships with ACOG, GLOWM, and EBCOG to strengthen Flo's presence in the medical community
- Led marketing efforts for Flo's presence at ACOG Congress in the US, overseeing marketing materials and engagement strategies
- Spearheaded the development of a new website to enhance HCP and consumer engagement
- Led an email marketing campaign, achieving an average open rate of 21% and a CTR of 7.1%
- Developed science and medical messaging for healthcare professionals, ensuring further adaptation for users to understand the science behind Flo
- Project lead in UX testing and market research
Senior Global Brand Manager/ Global Brand Manager
Norgine
Harefield, Uxbridge
10.2020 - 05.2023
- Promoted from Senior Global Brand Manager to Global Brand Manager on 1/2022
- Transformed Norgine's largest gastrointestinal brand-now part of the Goldman Sachs Asset portfolio-by redefining its global strategic vision and strengthening its consumer and healthcare presence
- Led the development and execution of a five-year global brand strategy to capture OTC growth while maintaining a strong Rx/HCP base, increasing brand penetration across both markets
- Delivered a comprehensive 5-year global brand plan focused on OTC expansion, built on a strong Rx heritage, driving growth in both segments
- Led the development of OTC consumer and category insights, shaping brand positioning, global campaign creation, and packaging redesign
- Co-led with regulatory and medical teams to develop the consumer regulatory strategy, including on-pack claims and amendments required to the SPC
- Defined a new brand vision, mission, and strategic focus, aligning cross-functional and affiliate teams globally
- Directed the creation and global rollout of brand communications, digital presence, and omnichannel HCP toolkits, supporting execution across EU, UK, and ANZ
- Managed the end-to-end development of new global brand visuals and packaging to support a more consumer-led positioning
- Supported the regulatory reclassification of the product in the UK from Pharmacy (P) to General Sales List (GSL), enabling broader consumer access
- Global lead and advisory support to local brand lead on go-to-market pilots targeting new stakeholders in Spain and Italy via a third-party salesforce
- Commercial lead for changing the manufacturing process within Norgine to deliver stick-pack product packaging from the sachet
- Oversaw lifecycle management, identifying and executing innovation opportunities and line extensions
- Led omnichannel marketing execution, including digital strategy, SEO, and e-commerce integration
- Engaged with key opinion leaders (KOLs), patient organisations, and patients to build strong relationships and drive brand advocacy and trust
- Represented the brand at international congresses, symposia, and advisory boards, building stakeholder engagement with HCPs and patients
Global Brand Manager/ Associate GBM
Norgine
08.2018 - 09.2020
- Promoted from Associate Global Brand Manager to Global Brand Manager within 6 months
- Managed a medical device designed to attach to the distal end of a colonoscope, providing an enhanced view of the entire colon to increase polyp and adenoma detection rates
- The device won an NHS Innovation Award and successfully secured a one-year reimbursement
- Oversaw the transition of the product when it was sold to Olympus in 2020, including training US Olympus employees on marketing materials and ensuring a smooth handover
Global Brand Executive
Norgine
04.2014 - 07.2018
- Co-leading the bowel preparation portfolio with the Associate Director, Brand Management
- Managed the launch of 1-litre bowel preparation in Europe, successfully achieving inclusion in clinical guidelines within just one year of launch
- This accomplishment demonstrated effective cross-functional collaboration, strategic market positioning, and strong execution
Marketing Assistant
General Mills UK Limited
10.2001 - 02.2010
- Worked as part of a 20-person team to develop innovative branded marketing collateral for the sales team
Apprentice scheme, various positions
British Airways
07.2000 - 09.2001
Education
NVQ Level 3 - Anatomy and Physiology
Uxbridge College
CIM Marketing Leadership Programme - Marketing
Oxford College of Marketing
Distance learning 09.2025 -
GNVQ Level 3 - Business
St Dominic's
Harrow on the Hill, Harrow 09.1998 - 05.2020
GCSE - Maths, English Language, English Literature, Business Studies, Media Studies, Sociology, Religious Education, Double Science, French
The Douay Martyrs Catholic School
Ickenham, Hillingdon 09.1993 - 07.1998
Skills
- Pharmaceutical, OTC, and medical devices marketing experience
- Health tech
- Brand strategy development
- Digital marketing strategy
- Cross-functional team leadership
- Strategic marketing
- New product launch
- Customer systems management experience
- Campaign development
- CRM management
- Market research
- Omni-channel marketing
- Pipeline and NPD management
- Effective brand performance tracking
- Project Management/ Agency management
- KOL engagement
Timeline
CIM Marketing Leadership Programme - Marketing
Oxford College of Marketing
09.2025 -
Senior Medical Marketing Manager
Flo Health Limited
05.2023 - 04.2025
Senior Global Brand Manager/ Global Brand Manager
Norgine
10.2020 - 05.2023
Global Brand Manager/ Associate GBM
Norgine
08.2018 - 09.2020
Global Brand Executive
Norgine
04.2014 - 07.2018
Marketing Assistant
General Mills UK Limited
10.2001 - 02.2010
Apprentice scheme, various positions
British Airways
07.2000 - 09.2001
GNVQ Level 3 - Business
St Dominic's
09.1998 - 05.2020
GCSE - Maths, English Language, English Literature, Business Studies, Media Studies, Sociology, Religious Education, Double Science, French
The Douay Martyrs Catholic School
09.1993 - 07.1998
NVQ Level 3 - Anatomy and Physiology
Uxbridge College
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