Brian Sim

Email: briansim at gmail dot com

I take new thinking and new technologies and make them real.

Education

The Wharton School, University of Pennsylvania

Major: B.S. in Economics, Marketing and Communications Concentrations
Minor: Korean Studies

Experience

Day-to-day client relationship lead for ARIMIDEX, leading a cross-capabilities team of 20+ to provide digital marketing strategy and execution of brand identity development, web property development, RM campaigns, digital media planning, and analysis and reporting

Led and managed the strategy and presentation for the winning pitch to create myCORNER, a digital RM program integrated with a personalized social network—an industry first—promoting patient adherence and providing support for breast cancer patients taking ARIMIDEX. Then managed the strategic planning and execution of the program, including working with various stakeholders at AstraZeneca to establish and influence corporate-wide standards for online user experience, patient privacy and technology
Provided strategic insight to shape the user experience and managed the development of Leading Ladies, a Webby Award winning, online video program for breast cancer patients that helped increase leads by over 20% YOY
Managed the development of CelebrationChain.com, the pharmaceutical industry’s first foray into web 2.0 and user-generated content, which has enabled over 30,000 people to create custom “dolls” of support for breast cancer patients and introduced nearly 20,000 new leads to the ARIMIDEX brand

Day-to-day client relationship lead for Vimovo; led a team (creative, strategy and user experience) in developing the pre-launch HCP marketing strategy. Also managed the winning pitch for the VIMOVO consumer agency of record business, helping direct the strategic thinking and presentation development
Managed the development of an enterprise-level performance metrics dashboard for Seroquel, working with the client and partner vendors to identify key performance indicators and implementation challenges, in order to create a real-time reporting tool to enable brand managers to make more informed business decisions

Helped invent the first and only 2D mobile barcode technology that enables consumers to immediately access on-demand digital content with nothing more than a camera phone (called JAGTAG). Supported development of the business plan with market research, provided strategic direction to create use cases to inform the product roadmap and investor presentations, and created technical drawings for patent submission
Conceived of a cause-marketing social networking effort called Tylenol Relief, that tied in elements of social networking and the US volunteering market to build Tylenol brand equity. Successfully pitched the concept internally, then helped develop and pitch the idea and business plan to Johnson & Johnson, eventually winning a $2MM+ new business engagement which involved creative development, technical prototyping, and preparing a launch strategy
Provided market research and strategic planning for the development of a mobile tool to help diabetes patients manage their condition for McNeil Nutritionals
Helped execute the online and offline branding campaigns for De’Longhi and Timberlane Woodcrafters by helping to develop the marketing strategy, manage client relations, write creative briefs and assist in media planning and buying
Launched the marketing campaign for PointRoll’s “TomBoy” advertising technology, supporting with client management and media planning/buying

Awards

References

Available on request