Upcoming Webinars

Keeping Omnichannel Marketing Analytics Simple

Presented by Axtria

December 7, 2022 | 12:00 PM ET
Register now!

The amount of data available across marketing channels has exploded in recent times, leading to information overload without true insights. Our panel of experts with extensive experience in storytelling and insight mining will discuss how complex data can deliver easily understandable insights that drive action.

  • Robert (Bob) Allen, Lead, Worldwide Engagement & Channel Planning, US/Canada Oncology at Bristol Myers Squibb
  • Lisa Hernandez, Senior Director, US Omnichannel Marketing, Daiichi Sankyo Inc.
  • Siva Tallavajhala, Director, Omnichannel Mktg Innovation & Development COE, Menarini-Stemline
  • Vandana Singh, Principal, Omnichannel Practice, Axtria
  • Devesh Verma, Principal, Omnichannel expert, Axtria
Bob Allen has spent his career leading teams in developing digital innovation platforms and strategic marketing communications programs for brands in pharmaceuticals, CPG, finance, durable goods, and the communications/entertainment industries. Bob currently leads Engagement & Channel Planning for U.S. Oncology (HCP & DTC) at Bristol Myers Squibb (BMS). Prior to leading the strategic channel planning for U.S Oncology, he led digital operations for BMS Global Corporate Affairs. Before joining BMS, Bob led AstraZeneca's Digital Innovation Group (DIG) in the UK. He developed innovative solutions and collaborations with partners to deliver disruptive approaches to making pharmaceutical products and information in oncology, respiratory, and cardiovascular disease areas more relevant and accessible to patients and physicians. Before AstraZeneca, Bob was Group Vice President at Digitas Health, where he led market strategy for various J&J McNeil and P&G OTC brands, as well as for several pharmaceutical companies such as Daiichi Sankyo and Celgene across their cardiovascular and oncology portfolios. DTC Perspectives recognized Bob as one of the pharmaceutical industries Top 25 Marketers in 2012. He’s also a member of several industry-leading marketing organizations, such as MMA (Mobile Marketing Association), CMO Council, and the Digital Health Coalition. Bob has a BA in Advertising and a minor in Business from Penn State University.

As Senior Director of Omnichannel Marketing at Daiichi Sankyo, Lisa Hernandez is responsible for omni-channel Strategy, which includes: leading the exploration, development, and maturation of omni-channel capabilities for the US Oncology Business Division. Driven by innovation and collaboration, Lisa has well over 15 years of industry experience working in both US and global brand roles in multiple therapeutic areas.

Siva Tallavajhala is the Marketing lead for the Omnichannel COE across Hematology & Oncology brands at Stemline, a Menarini Group Company. He is a board certified pharmacist, creative, versatile, and initiative-taking marketer focused on maximizing business objectives with vision, strategy, and execution to ensure business performance, productivity, success, and growth. Exceptional leadership & team nurturing ability. Committed to support and ensure organizational high-standards, core values, and goals by producing a tangible impact in rapidly changing pharmaceutical environments utilizing the ability to judge and maintain balance between all stakeholders to succeed. Diligent and innovative omnichannel marketer with a strong analytical background utilizing data science driven marketing approaches for commercial & market development while possessing a broad experience base representing multiple therapeutic areas. Experience spans over two decades of marketing excellence at Merck & Co., Inc., Novartis, Sanofi, BMS and entrepreneurial accomplishment in retail and specialty pharmacy start-ups. Proven record of achievement in developing CDP, CRM, AI/ML based marketing GTM strategies to drive impact, increase market share, profitability, and LTV of patients. Commercial savvy in negotiating managed care access with PBMs, IDNs, 340B & profitable wholesaler contracts, risk management business models to achieve business goals. Certified in AI/ML & Digital Marketing at Kellogg School of Management, Northwestern University, Chicago, IL, USA.

Vandana Singh leads the Omnichannel practice at Axtria where she is responsible for providing thought leadership and shaping Axtria’s consulting and product offerings for omnichannel. She joined Axtria two years ago from BMS, where she most recently led the insight generation and recommendations for company re-branding during the BMS-Celgene integration. Vandana was at BMS for 12 years in a variety of roles that spanned across insights and analytics, marketing ops, and field ops. Before joining BMS, Vandana also worked at Sanofi-Aventis for 4 years and ZS Associates for 5 years in multiple field force effectiveness roles. She has also been a board member of South Asian Pharmaceutical Council since 2015.

Devesh Verma, Ph.D. is a principal at Axtria, where he leads a global team of data scientists who are solving complex business problems faced by our industry. Devesh has also been instrumental in helping many Axtria customers get onboarded on their omnichannel customer engagement journey. He has over 20 years of experience within the industry. He is passionate about harnessing data and analytics to tighten connections between brands and their customers. He is also a champion to place patients at the center of building a brand's overall customer engagement strategy. Devesh's experience includes brand marketing, management consulting, and analytics leadership. He is a recipient of PMSA’s Lifetime Achievement Award in 2022 to recognize his contribution on the advancement of management science within our industry.