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Karthik Kumar

MBA,MS

  • LinkedIn

Passionate about innovation.

Driven by impact.

About

I enjoy working on cutting-edge projects and enabling new therapies/ technologies in the hope that these will one day translate back to the real world and have a direct impact on our lives.

I do this by bringing life-changing medical device and pharmaceutical products to market while also working on early innovation pipeline products to create proof of concepts for 

 

I'm experienced in managing teams and projects, new product commercialization, marketing planning and execution, and managing omnichannel marketing strategies that provide direct value to end-users. My skills and expertise in marketing and business strategy enhance the consumer experience and expand marketshare - all while improving ROI and profitability.

I am excited by the ever-growing challenges I’m faced with as my career unfolds and am keen to take them on.

“I would rather have questions that can't be answered than answers that can't be questioned.”
― Richard Feynman

Professional Experience

For Detailed Accomplishments:

Aug. 2023 - Present

Project Manager -

Digital Transformation and Innovation

(Strategy and Rare Disease Organization)

Novo Nordisk, Inc.

Novo Nordisk (NYSE: NVO) is one of the largest pharmaceutical companies in the world, engaging in the research, development, manufacture, and marketing of pharmaceutical products in the following segments: Diabetes, Obesity Care, Growth Disorders, Hemophilia, Sickle Cell Disease, & other Rare Diseases.

 

The Digital Transformation & Innovation (DT&I) team within Novo Nordisk has a vision to transform how people experience healthcare through disruptive innovation. The Strategy & Rare Disease (STARS) organization drives the long-term strategic direction of Novo Nordisk's North America Operations and leads all US commercial efforts for Novo Nordisk’s Rare Disease portfolio. The mandate of STARS is to facilitate the development and to coordinate the execution of the long- term strategy, defining a sustainable business model in the US beyond a 5-year time horizon. This department serves as the insiders of the US market to inform and help shape upstream decisions around future investments and assets.

Plainsboro, NJ

June 2023 - Aug. 2023

MBA Intern -

Digital Transformation and Innovation

(Strategy and Rare Disease Organization)

Novo Nordisk, Inc.

Novo Nordisk (NYSE: NVO) is one of the largest pharmaceutical companies in the world, engaging in the research, development, manufacture, and marketing of pharmaceutical products in the following segments: Diabetes, Obesity Care, Growth Disorders, Hemophilia, Sickle Cell Disease, & other Rare Diseases.

 

The Digital Transformation & Innovation (DT&I) team within Novo Nordisk has a vision to transform how people experience healthcare through disruptive innovation. The Strategy & Rare Disease (STARS) organization drives the long-term strategic direction of Novo Nordisk's North America Operations and leads all US commercial efforts for Novo Nordisk’s Rare Disease portfolio. The mandate of STARS is to facilitate the development and to coordinate the execution of the long- term strategy, defining a sustainable business model in the US beyond a 5-year time horizon. This department serves as the insiders of the US market to inform and help shape upstream decisions around future investments and assets.

Plainsboro, NJ

Jan. 2023 - May 2023

Consultant

Quarterhill, Inc.

Electronic Transaction Consultants, LLC

Quarterhill's (NYSE: QTRHF) subsidiary: Electronic Transaction Consultants (ETC) is the leading provider of digital solutions in the Intelligent Transportation System space, providing end-to-end mobility systems to some of the largest tolling authorities in the U.S., including in Texas, California and Illinois. ETC’s platform processes more than 3 billion transactions annually representing more than US$4.0 billion in toll billings across more than 2,500 toll lanes, all of which are in the U.S.

Dallas, TX

May 2022 - Aug. 2022

MBA Marketing Intern - Commercial Excellence & Winning Portfolio

Becton Dickinson & Company

Becton Dickinson & Co. (NYSE: BDX), also known as BD, is one of the largest global medical technology companies in the world and is advancing the world of health by improving medical discovery, diagnostics and the delivery of care. BD develops innovative technology, services and solutions that help advance both clinical therapy for patients and clinical process for health care providers. BD is ranked #177 in the 2021 Fortune 500 list.

Franklin Lakes, NJ

Sept. 2021 - Dec. 2022

Consultant

CLDS - Consulting Leadership and Development Society 

The Pro-Bono Consulting division connects Dallas firms with a diverse set of industry experience via graduate students at the School of Management at UT Dallas to deliver solutions to promote growth and enhance competitive positioning.

1 of 20 students selected from > 230 applicants to participate in the pro-bono program.

Dallas, TX

Jan. 2020 - June 2021

Co-Founder

YTLS

YTLS (pronounced "VITALS") is developing hardware and software technologies that have applications in a broad range of verticals within the healthcare field. Our technologies aim to replace the tangle of wired sensors and existing hardware monitoring systems currently used in hospital neonatal intensive care units (NICUs) to enable remote monitoring and better patient care.

Buffalo, NY

June 2017 - July 2020

Marketing and Business Development Manager

(Aug 2019 - Jul 2020)

Business Analyst

(Jul 2018 - Aug 2019)

International Marketing Associate

(Aug 2017 - Jul 2018)

You First Services, Inc. specializes in pharmaceutical and medical device development, manufacturing, and commercialization.

I was promoted through roles of increased scope and accountability from International Marketing Associate to Business Analyst to Marketing and Business Development Manager, where I managed the marketing team, interfaced with distributors, established regional business and marketing strategy, and instituted innovative process improvements to streamline workflow and enhance productivity.

Science and Regulatory Communication Intern 

(June 2017 - Aug 2017)

You First Services, Inc.

Buffalo, NY

Education

2021 - 2023

University of Texas, Dallas (UTD)

Naveen Jindal School of Management

Ranked 27th on the US News and World Report's 2023 list of Best Business Schools (Full Time MBAs)

M.B.A.

Concentration: Strategic Management

GPA: 3.8

M.S. Marketing

Concentration: Marketing Analytics and Consumer Insights

GPA: 3.9

Dallas, TX

Activities and Societies:

  • American Marketing Association (AMA)

  • Consulting Leadership and Development Society (CLDS)

    • Consulting for firms in the DFW area to tackle their most pressing business problems and enhance competitive positioning with data-driven insights. Problems include: customer acquisition, P&L management, business model development, operations improvement, customer success, marketing.

    • 1 of 25 students selected out of over 230 applicants to participate in the pro-bono program.

Merit-Based Awards:

  • AAF Dallas Foundation Scholarship (2022)​​

    • Net Award Value: $2,000

  • UT Dallas Professor N.N. Biswas Fellowship (2022)​​

    • Net Award Value: $1,000

  • UT Dallas Naveen Jindal School of Management Scholarship (2022)

    • Net Award Value: ~$19,000

  • Award: Scholar with Recognition Distinction (2023)

2011 - 2015

University at Buffalo

The State University of New York (SUNY)

B.S. - Biological Sciences;

Concentration: Pre-Medical Studies

Minor: Environmental Studies

Buffalo, NY

Research:

  • Clinical Research Assistant at The Women’s and Children’s Hospital of Buffalo:

    • ​Published in Nature’s Journal of Perinatology: “Does Measurement of four limb blood pressures at birth improve detection of aortic arch anomalies?”

Merit-Based Awards:

  • Provost Scholarship (2011)​

    • Net Award Value: $10,000

  • Cum Laude Distinction (2015)

Professional Skillset

Marketing & Business Proficiency:

Analytics & Testing

  • ROI & Lift AnalysisCalculating return on marketing investment and lift from campaigns

  • Cohort Analysis - Analyzing user groups and trends over time through cohort reports

  • A/B & Multivariate Testing - Developing and executing tests to improve Ad variations, content, product features, and optimize websites and apps.

  • Marketing Analytics - Measuring and optimizing marketing performance across digital channels using platforms like Google Analytics, Adobe Analytics, Meta Ads Manager

  • Data Analysis & Visualization - Expertise in analyzing data and communicating data insights through compelling visualizations, dashboards, and reports using BI tools like Power BI, Tableau, Excel, and basic SQL.

  • Research & Insights

  • Market Research & Consumer Insights

  • Competitive Intelligence

  • User Research & Persona Development

  • Digital marketing analytics and reporting

  • Campaign Strategy & Management

  • Data-Driven Omnichannel Campaign Management

  • Go-To-Market Strategy Development

  • Advertising Campaign Management (Social, Video, Display, PPC)

  • Lead Generation & Customer Acquisition

  • Omnichannel campaign management

  • Content management system implementation (e.g. Adobe Experience Manager)

  • Content & Messaging

  • Content Strategy & Creation

  • Brand Messaging & Positioning

  • Healthcare Brand Messaging

  • Digital asset management and governance

  • Adoption of new technologies and processes

  • Training development and facilitation

  • Analytics & Testing

  • Data Analytics & Visualization

  • Marketing Analytics & Reporting

  • A/B & Multivariate Testing

  • Digital workflow optimization

  • Continuously enhancing digital skillset through learning emerging technologies and tools

  • Customer Engagement

  • Email Marketing & Automation

  • Marketing Automation Systems

  • Sales Enablement & Training

  • Healthcare Provider (HCP) Marketing

  • Cross-functional collaboration and stakeholder management

  • Digital Marketing

  • SEO / SEM / Social Media Marketing

  • Funnel Optimization

  • Web/App Design & UX Optimization

  • Paid Social Media Campaigns

  • Emerging technology evaluation and implementation

Marketing Proficiency:

Data-Driven Omnichannel Marketing

Market Research & Segmentation 

SEO / SEM / PPC

Content & Email Marketing

Funnel Management

Marketing Collateral Ideation

B2B & B2C Marketing

Data Visualization

PLC Management

Go-To-Market Strategy

Lead Nurturing and Customer Acquisition

Analytics & Consumer Insights

A/B Testing

Marketing Budgeting & Planning

UX Design

Paid Social Media Campaigns - Facebook, Instagram, WhatsApp, Audience Networks, Twitter

Software Proficiency:

Marketing Analytics & Consumer Insights:

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Data Visualization:

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Microsoft 365:

Advertising Managers:

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Collaboration Tools:

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Design:

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Pharma & Medical Device Industry Proficiency/ Knowledge:

21 CFR 800, 801, 820, 860

21 CFR Part 11 Compliance

cGMP

ISO 13485

SOPs - Standard Operating Procedures

Medical Device Marketing

Cosmetics Labeling and QA requirements

FDA 510 (k) Pre Market Notifications

Pharmaceutical Marketing

FDA QMS

CAPA

FDA 483s

ISO 9001

Connect.

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