Odile Keck-Metzner

Exeltis is part of the Insud Pharma pharmaceutical business (previously known as Chemogroup). It is an integrated health sciences group with a strong presence in women's health and dermatology.

• Set up, established, and drove the development of the new OTC business unit to secure the company’s sustainable growth in the self-medication market, broadly accountable for the health of the BU, leading a marketing and sales team of 15 people.
• Reported to the managing director in Germany and Austria and is a member of the German Senior Management Board.
• Forged strong business relationships with key customers and influencers to develop business and capitalize on new business opportunities and led commercial sales and marketing functions to translate the business strategy into business models and operational plans for the targeted markets.
• Developed and implemented commercial strategies, including pricing, market access, launching new products, operational planning, prioritization, portfolio, and brand management. 
• Built the pioneering business unit team as well as its sales, marketing, and digital strategies. Inspired, engaged, and aligned team members with the strategy. Established all team members and business processes within eight months. Building the ground for a steadily growing business.
• Developed new positioning of the ‘childish/fertility’ category and rolled out its first implementation in nine months.
• Developed Exeltis brand and product category positioning aligned with the consumer journey. Presented and successfully gained buy-in for the strategy from the HQ and spearheaded product assortment reorganization, new product communication, and initiated an upgrade of the marketing organization.
• Captured growth by launching four new products within 12 months, leading to entry into new indication areas, such as dermatology and urinary tract infection, via successful innovation and product revitalization initiatives.
• Increased the overall company’s digital focus through the development of the first digital strategy for Exeltis. Led to the hiring of a digital manager for the team. 

• Held full P&L responsibility for the pediatrics, slimming, dysphagia, and malnutrition indication areas, which combined deliver 95% of company sales, managing a five-member marketing team and reporting to the managing director in Germany.
• Worked as an active member of the NHS Germany Management Team and Nestlé Germany Marketing Leadership Team, providing marketing strategy and implementation to achieve the goals and objectives of the entire medical nutrition sector.
• Drove the achievement of business growth through the focused market and competitive analysis and the origination and application of marketing and digital strategies.
• Served as the lead country in intercultural project teams to establish new business fields and to develop strategic and operational marketing plans for key indication areas.
• Catalyzed a double-digit, significantly high, and sustained sales increase in the pediatric segment.
• Developed a pediatrics digital strategy later used as the blueprint for global implementation in recognition of its high degree of influence and persuasiveness.
• Directed new product innovations, improved marketing mix and launch of digital activities through strategic repositioning of the slimming business from a medical treatment into a scientific-based weight reduction program leading to HQ sponsorship and approval of an additional marketing budget.

• Delivered strategic and operational direction to the marketing, sales, and key account management functions fulfilled by a five-member team. Likewise served as functional lead to 36 sales representatives. 
• Reported to the regional business manager DACH and contributed as a member of the management team.
• Held P&L responsibility, monitored financial and market performance and controlled sales turnover and PFME budget for the pediatrics and food service categories.
• Formulated regional strategies for the pediatric and oral nutritional supplement categories, including the pharmaceutical wholesale and bulk consumer business.
• Created and rolled out the annual regional marketing and sales plans, which included the brand plan, marketing programs, key account management plans as well as awareness programs to meet agreed category revenues.
• Developed an HQ-approved, 10-year pediatrics strategy and implementation plan to ensure growth up to 2024. Elevated the Germany business as a role model for other countries.
• Led the setup and launch of the Pediatrics Allergy business in other European countries and ensured alignment to market needs.
• Increased profitability of the pediatrics and oral nutritional supplements portfolio through increased prices, enhanced product mix, and decreased product cost.
• Turned around a negative net sales trend through reorientation of the bulk customer business with product mix changes and adjustments to the bonus term system.
• Restructured and optimized the Nestlé Health Science service hotline and relaunched the website leading to defined responsibilities and improved service levels. 

• Formulated effective annual medical food operational marketing and customer plans, using market insight to maximize the brand’s objectives and achieve growth in existing categories and distribution channels. Supported by two assistants.
• Reported to the business unit head in Germany.
• Developed product innovations and renovations in cooperation with HQ. Represented the German business unit as a member of Nestlé Health Science international project teams.
• Ensured all materials were consistent with up-to-date brand identity and attributes and met global category requirements.
• Conceptualized and rolled out trade marketing activities for the food service channel. 
• Reached turnaround and captured double-digit growth for the relaunched dysphagia product bolstered by optimized product portfolio, sharpened communication, and enhanced sales activities.
• Initiated market analysis to gain insight into specific markets and channels and analyze how to further strengthen product portfolio and distribution channels in preparation for unforeseen reorganizations.
• Achieved significant and unprecedented growth vs. category with key customers by rolling out successful B2C and B2B marketing campaigns, which included promotions, medical and consumer advertising, congresses and KOL management.