Rui Yang
Associate Director, Marketing Strategy
Novartis
Leading Omnichannel Strategy & Executional Excellence
Rui Yang earned his PhD in chemistry and started his career in consumer healthcare innovation, where he patented and launched several iconic brand products. Afterwards, Rui transitioned to lead marketing efforts in strategy, innovation, and activation in consumer health and pharma companies.
Prior to joining Novartis, Rui was the brand lead for Nutramigen, an infant allergy specialty formula. He led the team on the business turnaround and gained #1 market share leadership position in the entire U.S. allergy formula category. Rui redesigned the brand promotional strategy and integrated digital channels with personalized content for each segment of customers to drive brand performance. He led the team and created the first predictive outreach program that drastically accelerated customer acquisition and conversion.
Rui joined Novartis in 2021 to lead the next-generation engagement, omnichannel promotion strategy, and execution for breast cancer treatment Kisqali. With digital strategy expertise and agility from consumer healthcare, Rui led the team and launched over 10 first-in-class digital marketing programs in oncology which drove personalization, innovation, speed to market, and multi-touchpoint deep engagement with customers. Breaking down barriers, Rui led the launch of a customer journey-based innovative HCP website which significantly improves the user experience. Under his leadership, Rui and team have doubled the customers digital engagement with a flat budget. More importantly, this had significant contribution to the brand business turnaround and growth acceleration.
Currently, Rui is leading the efforts for the professional promotion of the brand. He is a big believer and has huge passion for omnichannel marketing. He always ensures field force and digital promotion are well coordinated to deliver the brand strategy and maximize customers engagement.
