Claudia Ciciliano
Executive Director, Oncology Digital Strategy
Bayer
Transforming Digital to Unlock New Growth
Claudia Ciciliano was the driving force behind bringing digital media, production, and creative development in-house for the first time in Bayer’s history. This digital transformation of the Women’s Healthcare & Oncology Franchises at Bayer has led to a competitive edge for both the franchise and the company’s overarching pharmaceuticals division.
The in-housing efforts generated millions of dollars in savings for major brands such as Kyleena and Nubeqa while also enabling much faster campaign launches, better access to and utilization of data and more impactful media campaigns that generate nearly 3:1 ROI. Claudia also pioneered an agile marketing approach at Bayer where teams work in pods and sprint asset development, leading to timelines being cut by over 25% and a record number of assets developed for Women’s Healthcare.
But this success is nothing new for Claudia as she has been driving digital transformation in the CPG, OTC, and pharmaceutical spaces for over 15 years. For example, she launched a new marketing automation program for Women’s Healthcare that doubled sales leads by automating training and education for HCPs across the country. She also helped launch several new innovations for Bayer’s flagship men’s prostate cancer brand, Nubeqa, including being the first in the industry to integrate patient marketing data with sales force efforts in the form of Veeva Suggestions, launching addressable TV in house, and piloting connected TV with HCPs.
Prior to Bayer, Claudia drove the digital transformation at Nestlé Infant Nutrition, leading a team of digital experience and media experts to launch the first 1:1 personal baby expert in the category, instituting sweeping changes across media and analytics, and rebuilding the marketing technology infrastructure to enable personalization at scale. Claudia has also led digital marketing at CNBC and various therapeutic areas across Novartis Consumer Health (now GSK/Haleon).
“I have had the pleasure to work alongside Claudia throughout my two years at Bayer,” says Nicholas Lucente, Executive Director, Oncology Patient Marketing, Bayer. “She is a force to be reckoned with in the industry and is making a name for herself as someone who can transform your digital operations to unlock new growth.”
