ELITE 2021 Launch Expert Angela Nicolella-Jay of Puma Biotechnology, Inc.

Angela Nicolella-Jay

Director, Marketing

Puma Biotechnology, Inc.

The All-Star Collaborator

When NERLYNX® (neratinib) was approved for a new indication in February 2020, Angela Nicolella-Jay was not only charged with leading the launch execution, but also transcending brand strategy, messaging, media, marketing, channel optimization, and audience engagement. It was her responsibility to lead her team in mapping and executing a successful strategy to educate, inform, and inspire physicians, patients, and caregivers. But it was a task that Angela made look easy.

NERLYNX® was previously approved in July 2017 to treat early-stage, HER2-positive breast cancer for an extended period after surgery in people who have previously been treated with trastuzumab-based therapies. The new indication was for use in combination with the chemotherapy medicine capecitabine to treat people diagnosed with advanced or metastatic HER2-positive breast cancer who have already been treated with at least two anti-HER2 therapies for advanced breast cancer.

Coinciding with the new FDA approval, Angela also sought to reinvigorate NERLYNX® in the marketplace by hiring new vendor partners, including the brand’s HCP, patient, and media agencies and embarking on an ambitious new brand campaign for the HCP audience. These decisions helped work toward further bolstering the position of NERLYNX® in the market.

“Angela is genuinely setting the standard for leadership and collaboration,” says Mike Marett, Founder, Confideo. “Being accountable for both HCP and patient media/marketing means that she is incredibly busy and has tremendous responsibility, yet she always manages to find time to spearhead collaborative and strategic meetings, she welcomes innovative ideas and disruptive technologies to help optimize her brand’s engagement, and she always empowers those around her to make critical decisions that align to the strategy that’s been collectively defined.”

Angela has been with Puma Biotechnology for over four years. She joined the company as a Senior Product Manager, and has been promoted twice, from Associate Director to Director, Marketing. Prior to Puma, she held leadership and account roles at Evoke Giant, Eveo, and others.

“Angela is an all-time all-star,” Marett adds. “She has demonstrated without question that she is a dedicated, confident, and extremely capable launch expert.”

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