1. Regina Shanklin
Independent Consultant
rdshanky@yahoo.com | 973-760-9786 | www.linkedin.com/in/reginashanklin
Expertise in consumer marketing and business strategy with the following competencies and skills to
accelerate business growth:
Regina D. Shanklin Overview
Regina Shanklin is a marketing executive with a proven track record of driving business growth while generating strong ROIs. She
has over 20 years of marketing experience and a diverse background with leadership roles in both consumer/patient and professional
marketing with responsibilities including P&L, forecasting and strategic planning. Regina has driven results in the Healthcare, CPG
and Advertising industries. In addition, she has experience spanning marketing, finance, operations and combined with her
engineering background has helped her bring a broader and fresher perspective to business issues.
Career Highlights
 Recognized by industry peers (DTC Perspectives) as a top DTC marketer in the pharmaceutical industry as well as developing award
winning consumer campaigns that drove strong business results.
 Doubled the effectiveness (from 1.5:1 ROI to 3:1 ROI) of Plavix Consumer Marketing efforts through more motivating messaging and
optimizing media plans, and justified $160M increased investment (from $40M to over $200M) that were highly profitable.
 Competitively defended Avapro/lide against generic competitor launch through focused messaging and proper training of the salesforce
exceeding budget by 7%.
 Enhanced the effectiveness of Lantus patient adherence program by 45% through targeting messaging against stages of patient journey.
 Altered the trajectory of the Lantus SoloStar uptake curve by 20% and above business expectations by incorporating patient advocacy
strategies.
 Effectively managed businesses from growth to mature lifecycle to exceed financial expectations.
 Led cross-functional team that convinced FDA not to limit sunscreen SPFs to 30 based on skin cancer data for SPFs of 50 and above.
 Assessed marketing opportunity for five BD opportunities including P&L development and developed recommendation for top two Pain
market options.
Education & Associations
 MBA, Marketing & Finance, J.L. Kellogg Graduate School of Management, Northwestern University
 Social Media Certification, Rutgers University
 BS, Chemical Engineering, Virginia Polytechnic Institute and State University
 Board Chair, National Biotechnology & Pharmaceutical Association
 Director-At-Large, Healthcare Business Women’s Association – Metro Chapter
Consummate Marketing Leader