Freelancer profile translated to English.
Back to original languageAbout Yanetty
With 15 years of experience in the pharmaceutical industry, particularly in EUCAN markets, I design and manage digital, media, and omnichannel marketing strategies (Healthcare Professionals and General Public) with a data-driven approach (analytics and AI tools) to optimize targeting, customer journey, engagement, and ROI, by activating levers such as YouTube, Meta (Facebook/Instagram), LinkedIn, display, programmatic, webcast, emailing...
I manage and implement these strategies on a daily basis: managing and challenging agencies (media and creative), arbitrating investments, monitoring performance, and adapting global strategies locally, while ensuring regulatory compliance (GDPR). This rigor acquired in pharma is easily adaptable to other less constrained B2C sectors, where it helps to structure and secure complex digital campaigns.
I also work on CRM and customer journey topics: defining HCP and patient journeys, audience segmentation, and communication scenarios to align messages with brand team objectives.
đź’Š My expertise:
- Digital marketing strategies & media strategies (HCP and General Public)
- Targeting & advanced optimization (data-driven approach, analytics & AI), KPIs and performance management
- Omnichannel strategy, CRM, and customer journey
đź’ˇ Benefits for your projects:
- More effective digital campaigns, better tailored to your HCP and General Public audiences.
- Optimized use of your marketing budgets, driven by data and results.
- A structured and consistent omnichannel journey across all touchpoints.
📍 Based in Boulogne-Billancourt – Remote or on-site collaboration – Fluent French / English
French
Native or bilingual
English
Fluent
Can work on-site
Boulogne-Billancourt (up to 40km)
Experience
- AstraZeneca FranceMedia Strategy Lead (Freelance)PHARMACEUTICALS INDUSTRYApril 2024 - March 2026 (1 year and 11 months)Paris, FranceMedia Strategy & Planning:Serve as the primary internal contact for the French market, defining and leading the national media strategy while providing strategic guidance on in‑market campaigns.Co‑led, with the Global Media Strategy Director, the first global data‑led project for France in pharma (outside the US), using first‑ and third‑party data in an innovative, data‑driven approach to optimize targeting, activation and measurement.Define channel mix and tactics across display, social (LinkedIn, Meta), video, programmatic and webcasts, and monitor performance using KPIs such as CTR, reach, impressions, frequency, CPM and conversion rate.Agency Management & Leadership:Manage and lead media agencies responsible for strategy, planning, buying and performance optimization of integrated paid media (display, social, programmatic) campaigns.Cross‑Functional Collaboration:Partner with the Global Media Strategy Lead and Customer Engagement teams to design integrated, omnichannel customer experience campaigns (HCP & patient) for priority brands. This role also gave me strong exposure to multiple EUCAN markets (Europe & Canada), working closely with regional teams on media strategy and campaign design.Media Partnerships & Oversight:Identify opportunities with key publishers and media partners, ensure adherence to corporate, brand safety and pharma compliance standards, and maintain alignment with local regulations.
- RocheProduct Manager (MS/SEP)PHARMACEUTICALS INDUSTRYApril 2015 - September 2018 (3 years and 6 months)Roche - Product Manager (MS/SEP)Marketing strategy & product launch:Co‑led the marketing strategy and launch of a new MS/SEP product for the French market – Roche’s first entry in this therapeutic area – contributing to the brand plan, performance follow‑up and coordination with medical, sales and regulatory teams, from positioning to go‑to‑market execution.KOL & stakeholder engagement:Coordinate relationships with key opinion leaders (KOLs): organise meetings, events and content, and integrate their insights into marketing and digital action plans.Events & omnichannel activities:Organise and coordinate marketing events (symposia, congresses, field activities), manage external providers and ensure respect of the regulatory framework.Digital tools & campaigns:Use digital channels (emailing, websites, social media, webinars) and work with agencies to produce educational content and campaigns for HCPs and patients, ensuring quality, compliance and consistent brand messaging.
- GipharDigital Project ManagerPHARMACEUTICALS INDUSTRYOctober 2019 - October 2020 (1 year)Giphar - Digital Project ManagerDigital ecosystem management:Lead the pharmacy group’s digital ecosystem: Drupal websites, landing pages and patient spaces, in coordination with marketing, IT and regulatory teams.Social media & influence strategy:Define and implement the social media and influence strategy: editorial line, social media campaigns, collaborations with healthcare influencers, and performance tracking to strengthen brand visibility.Cross‑functional digital projects:Coordinate transversal digital projects: business needs scoping, planning and prioritisation of requests, management of external providers (agencies, developers) and supervision of delivery until go‑live.Performance measurement & optimisation:Track and optimise digital performance using KPIs and analytics (traffic, video views, reach, click‑through and conversion rates, engagement), analyse campaign results and turn them into clear recommendations for marketing and communication directors.
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Education
- Certification “Accompanying the Digital Transformation of Companies “ESCP
- Executive MS, Marketing and Communication Strategies in a Digital WorldESCP Business School2022Executive MS, Strategies marketing et communication dans un monde digital