Michele Hackett

• Define the brand opportunity for direct-to-patient marketing and recommend tactics to capitalize opportunities for Nutropin, Rituxan and Raptiva • Effectively manage vendor and agency relationship ensuring efficiencies and positive ROI are met • Collaborate with market research to develop insights and segmentation • Manage $12MM budget. Designed and developed the cross brand DB strategy and vision

o Lead team of four direct reports for development of patient marketing strategy of diabetes portfolio o Created an acquisition, conversion and retention program improving the ROI from 1.2:1 to 6:1 o Utilized targeted direct marketing to grow leads in patient database to a size over 1.1 million, achieved conversion rates between 6 to 10% and up to 70% retention • Strategic dev & mgt of all online initiatives to professionals for diabetes brands including: web & email

• Worked directly with VP Marketing in developing and implementing customer acquisition and retention strategies – successfully built 45M customer database • Researched, planned, developed, negotiated and purchased all print and targeted interactive media to drive traffic to website and convert leads into customers • Developed and implemented tracking and coding schematic to analyze back end response results for all advertising efforts – achieving cost per acquisition less than $25, where LTV equals $446

Sr. Account Exec – Serviced PetFoodDirect.com, The Iams Company, Schering and PSE&G • Managed various direct marketing campaigns from conception to completion, overseeing all departments such as marketing, creative, production and media Media Planning – Planning for Verticalnet.com, PetFoodDirect.com and HealthAxis.com • Developed intricate testing matrices for direct marketing programs achieving response rates as high as 18%