peggy irwin
health care marketing, communications leader
RESUME
Professional Snapshot​
I'm a healthcare communications, sales, and marketing professional with more than 18 years of diverse experience. I have successfully worked in a variety of roles and markets throughout my career. These experiences include advocacy, community relations, grassroots organizing, specialty/biologics sales, field marketing, communications, management and operations. I pride myself in being a clear communicator, strategic collaborator, results-oriented, customer-centric manager.
My most recent experience is as the Senior Director of Strategic Alliances at a biopharmaceutical start-up company. I am independently responsible for the strategic development and execution of a global patient advocacy program within the neurodegeneration space. Additionally, I serve as the patient and caregiver voice within all aspects of pre-market planning – including the go-to-market and brand plan. I’ve also done extensive work with strategic partnerships within the AD ecosystem – including diagnostics, health systems, IDNs, and patient services as we work to create an idealized patient and caregiver journey. I am passionate about early detection, diagnosis, and appropriate intervention. I am extensively networked within the AD ecosystem both domestically and globally. I am an active member on several work groups seeking to optimize the patient journey.
Previously, I worked as a first-line people manager throughout the Great Lakes and Mountain West regions. I have extensive experience building, developing, training, retaining, coaching, and managing specialty pharmaceutical/biotech sales professionals to tremendous professional satisfaction and success.
Biopharmaceutical Experience:
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Alzheon [2023-present] - Role: Senior Director of Strategic Alliances
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Alzheon is a clinical-stage biopharmaceutical company with a single asset in Phase 3 development for the treatment of Alzheimer’s Disease (AD). As the Senior Director of Strategic Alliances, I am independently responsible for the strategic development and execution of a global patient advocacy program within the neurodegeneration space. Additionally, I serve as the patient and caregiver voice within all aspects of pre-market planning – including the go-to-market and brand plan. I’ve also done extensive work with strategic partnerships within the AD ecosystem – including diagnostics, health systems, IDNs, and patient services as we work to create an idealized patient and caregiver journey
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Leo Pharma [2021 – 2023] – Role: Regional Business Manager
Responsible for the successful launch of a biologic in the dermatology and allergy space. The specialty sales team consisted of 9 individual contributors in a 12-state region (MN, IA, WI, IL, NE, SD, ND, CO, WY, MT, MI, IN). Both tactical and strategic oversight of the business as well as development/coaching of individuals are in my purview. Instrumental in the expansion of the specialty distribution network to increase regional access to drug by >33%. Subsequent QoQ NBRx growth was ~26%. RBM lead for FRM/TSS workstream to align compliance, increase data transparency, and improve overall pull-through opportunities.
Regeneron [2021-2021] - Role: District Manager
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Built and led a launch team of 8 medical specialists who supported Dupixent within the Pulmonary Specialty which finished #1 in the nation. Successful virtual onboarding and launch of Pulmonary team. Extensive experience building, developing, training, retaining, coaching, and managing specialty pharmaceutical/biotech sales professionals to tremendous professional satisfaction and success. Covered 7-state region – MN, ND, SD, IA, WI, IL, MO.
• Finished performance year 1/9 with 3 territories in excellence.
Genentech [2013 to 2020] - Roles: Division Manager, Regional Program Manager, Clinical Specialist
I supported Xolair (a biologic therapy for subcutaneous injection) for 7 years in a variety of roles of increasing responsibility. Due to a large restructuring, I was laid off in 2020.
Results
• Led a team of 8 sales specialists in a 7-state region (MN, IL, WI, NE, IA, SD, ND) which was 1/14 in 2019 and tied for 1/14 in 2018
• Generated more than $250 million in annual revenue by enabling a high-trust, collaborative team who flawlessly executed brand strategy. >7% YOY growth (compared to 2.4% national average)
Communication
• Skilled communicator with experience presenting to VPs, C-Suite
• Experience developing/presenting business plans to executive leadership
• Astute active listener who takes data to information and then to action
Decision Making
• Strong ability to weigh opportunity and potential risk in a dynamic, competitive environment
• Keen strategic and business analysis capabilities with well-established track record of successful project/account management
Operational Excellence
• Direct success with IDNs, IHNs, ACOs, Academic and Infusion Centers
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Performance Overview:
Team
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2021 Performance Year - 1/14 in the nation
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2020 COVID, Restructure, Layoff
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2019 Performance Year - 107% to plan (1/14 in the nation)
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2018 Performance Year - 103% to plan (tied for 1st in the nation)
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2017 Performance Year - 103% to plan (Region of the Year)
Territory
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2016 Performance Year - 103% to plan
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2015 Performance Year - 114% to plan -Excellence (finishing 3/105 overall)
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2014 Performance Year - 110% to plan
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2013 2H - 107.8% to plan (July - December 2013)
Promotions
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2017 Division Manager
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2017 Regional Program Manager
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2016 Senior Clinical Specialist
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Awards
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2019 Division of the Year
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2018 Tied for Division of the Year
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2018 Front Line Manager of the Year Award
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2017 Region of the Year
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2015 Excellence
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Rotations
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2019-2020 Alternate Infusion Center Work Product Team
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2019 National Pre-Filled Syringe (PFS) Launch Team
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2016-2017 Interim Division Manager (Texas)
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2016 Interim Division Manager (Great Lakes)
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2015 Interim Regional Program Manager (Western US)
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2014 Nominated & completed Business Unit Advanced Training
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2013 Nominated for Leadership Advisory Board
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Professional Development:
Completed Management Assessment Program (MAP) September 2016
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Operations Experiences
Note: My operations experience spans multiple health care roles including but not limited to specialty pharmaceuticals, donation and transplantation and working directly for an academic medical center. I’ve listed them in that approximate order, but it is by no means an exhaustive list.
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Incentive Compensation committee member (1/2 DMs) – determinations for IC design with consultation with Sales Ops, Field and Leadership as we transitioned from a growth plan to combination growth/market share.
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Pre-filled syringe launch work product team (sole DM) – all aspects of formulation launch including IC ramifications, buying patterns for institutional customers, distribution, reimbursement, field control tower development.
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AIC Work Product Team Member (1/2 DMs) – cross-functional team to assemble requirements for data sharing agreements with two AICs. The breadth of the team was looking to enhance relationships and deepen field understanding of possible alternative sites for appropriate patients.
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Integrated Business Planning (CS, RPM, DM) – key contributor to development and revision of field process, slide deck and data set requirements.
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Field-based trainer co-lead (1/2 DMs) – key contributor to field readiness for formulation launch, competitive readiness and structural changes. Co-created and delivered annual FBT summits and training initiatives for field. Included buy and bill, rebate and other pertinent non-clinical and clinical needs.
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Sales Effectiveness Team (CS, RPM, DM) – Contributor to sales effectiveness initiatives to help the brand evolve to a competitive environment. Collaborative effort with Ops, Marketing, Training and Leadership to enhance the efforts of the field.
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Quarterly Business Review (RPM) – Provided content, context and clarity for QBR with Franchise Head. Collaborated with all functional brand partners to deliver a clear representation of business for our region.
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Distribution – worked in conjunction with my cross-functional partners to prepare and present a proposal for the expansion of our distribution network to include additional regional, high touch specialty pharmacies that disproportionately impacted 3 territories in the division.
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Data Dashboard Lead (DM) – created and distributed a performance dashboard to each territory within the division. Aided in the assessment of business potential, challenges and competitive penetration.
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Data System Lead – developed and deployed a key data system to meet local, state and federal requirements for our service regions across the country.
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Data Report Lead – created a performance dashboard for national use pertaining to hospital performance based on critical data requirements.
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Virtual Training Lead – developed and delivered core educational content to customers across the state. Advanced both delivery and tracking of all training initiatives throughout the service delivery region.
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Forecasting Lead – developed and implemented forecasting tool to accommodate competing hospital and business priorities within service region.
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Software Skills
ADOBE CREATIVE SUITE
Photoshop
Illustrator
Premiere Pro
Soundbooth
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MS OFFICE
Highly proficient
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Performance Snapshot

2010 - present
2010 - present
Previous work​
experience​
Musculoskeletal Transplant Foundation
2006 - 2013
Roles: Interim Communications Director, Hospital Account/Development Manager
The Hospital Account/Development Manager is independently responsible for building and maintaining strong relationships with hospitals, advocacy groups and community partners in the donation service area. Key accomplishments include:
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C-Suite shared goal setting and business planning
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Member of the UW OPO Advisory Board
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Member of Donate Life Wisconsin and Donate Life America
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Creation and dissemination of educational and promotional donation programs
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Point person for development and implementation of tissue donation data system
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Single point of contact for tissue donation matters in Wisconsin
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Creator of multiple local marketing initiatives as Account Manager and Interim Communications Director
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The management of this territory included development of customized, customer relationship management and other data tools, local media interviews, grassroots marketing strategy and materials development. Hospital Account/Development Managers routinely interact with and present to hospital administration, physicians, nurses, technical staff, medical examiners, organ, tissue and eye banks, funeral directors, media and the general public. Other key position duties include; large and small event planning in Wisconsin, Illinois, California, Texas and New York, developing strategic plans, hospital policy creation, designing marketing campaigns, developing web-based training and data analysis.
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UW Medical Foundation - Physician Liaison
2005 to 2006
As a Regional Hospital Liaison, I was the communication and promotional link between regional, referring physicians across all medical specialties, hospital administrators and the UW Health System. Being the primary point of contact, I initiated, cultivated and nurtured relationships with these medical providers and administrative professionals to market UW Health physicians and services. Key accomplishments:
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Identified key market areas for development
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Developed forecasts and evaluated market penetration to plan
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Co-created regional, clinical marketing plans
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Provided C-Suite consultation at both UW Hospital and regional hospitals
Mylan (formerly DEY LP) - Territory Manager
2004 - 2005
​Being a territory manager, my primary responsibility was to contact physicians and pharmacists in order to disseminate important health and marketing information pertaining to our portfolio of respiratory therapy drugs. This included office calls to primary care providers, pediatricians, allergists and pulmonologists. Utilizing all available resources, I conducted lunch and learn presentations, facilitated physician seminars, organized and operated displays and evening programs. Given the access limitations to physicians in the Madison area, all positive changes are due to extreme tenacity, determination and creativity. There was an increase in both reach and frequency for targeted physicians as well as overall growth in daily doctor contact averages. Please note: territory was relocated to Rockford, IL.
Lifesource Blood Services - Account Manager
2002-2003
I was responsible for acquiring and coordinating blood drives in the greater Madison area. My primary duties included cold calling, development and implementation of marketing strategies and materials, account retention and expansion, donor recruitment, market analysis and coordination of the drives. My key account was the University of Wisconsin Hospital and Clinics. While at LifeSource Blood Services, I met established goals for both overall collection as well as projection accuracy. There was an average increase of 56% for all existing drives with some locations seeing a gain of over 113% within my first three months. I established relationships at all levels of the hospital, including administration to foster a more prosperous team. Despite my personal successes, the contract was severed and therefore my position was eliminated.
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Workforce Development Board - Associate for Planning and Program Support
2000-2002
The WDB is a private non-profit organization that is an oversight agency responsible for federal and state grant administration in a six county region in Wisconsin. Main responsibilities included planning, development, implementation and evaluation of WDB projects, serving as a liaison for program and case managers, regional trainer and technical advisor, grant/contract writer and internal auditor for WIA (Workforce Investment Act) training and support funds. Interpreted federal, state and local regulation for program application and dispensed information to program and case managers as well as program participants. Worked with both private and public sector entities in the area of employment and training. I was independently responsible for development and maintenance of database for monitoring program performance with regard to expenditures. Participated in marketing and business plan development for six Job Centers, as well as website development and maintenance.
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Codependent Productions - Partner
1999-present
Cofounder of an independent film production company. Key player in the production of a feature-length digital video film project from conception to completion. Completed film, Remaining Class, which premiered at the New York International
Film & Video Festival in July 2000.
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Education
University of Wisconsin - Madison
Bachelor of Science Degree, Conservation Biology
University of Wisconsin - Milwaukee
Social & Electronic Marketing Courses
essentiALZ®
Alzheimer's Association Training and Certification
Mayo Clinic, College of Medicine & Science
Patient Experience (ongoing)
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