Diana Caldwell

Diana Caldwell is a seasoned leader with 20 years of experience in both large pharmaceutical and small entrepreneurial business environments. Throughout her career, she has demonstrated a proven ability to drive organizational growth, develop and implement strategic business plans, create and successfully drive sales and marketing plans, and direct exemplary commercialization efforts.

Prior to founding Pensar Ideas in 2009, Diana was Director of Sales and Marketing at Safis Solutions and a member of the executive team. Safis Solutions is a regulatory compliance consulting company serving pharmaceutical, medical device, diagnostic and biotech companies globally. Diana successfully drove company sales and profitability as well as provided for substantial employee growth. Further, she significantly expanded Safis’ clientele nationally and globally.

Prior to joining Safis, she worked for Eli Lilly and Company for over 15 years in a variety of general management and sales and marketing leadership roles. During her tenure with Lilly, she demonstrated strong leadership skills and developed specific expertise in business planning and strategy, sales strategies, marketing planning, market research, eMarketing, and brand management. Diana has managed large teams and successfully driven both top line and bottom line results.

Diana serves on the Board of Directors for the Healthcare Businesswomen’s Association (HBA), Board of Directors for Senator Lugar’s Fund for Hoosier Excellence, the Marketing Advisory Board for Anderson University, and the Butler University College of Business Marketing Board. She also serves on the Indiana Health Industry Forum’s Networking Committee. She has lent her talents as a guest speaker on Interactive Marketing for several healthcare and pharmaceutical conferences. Diana earned an MBA in Marketing and Human Resources from Indiana University’s Kelley School of Business and a B.A. in Psychology from Indiana University.

Diana Caldwell’s Specialties:

Business Strategy and Planning, Marketing, Sales, Business Development, Market Research, Operations, General Management, eBusiness, eMarketing, Branding, Financial, Latin America Operations, Global Marketing, Pharmaceutical Product Commercialization, Pharmaceutical launch expertise

Diana Caldwell’s Experience

President

Pensar Ideas, LLC

(Pharmaceuticals industry)

July 2009 — Present (6 months)

Pensar Ideas offers strategy and business planning services, marketing and sales strategy consulting, and tactical execution support.

*Sales and Marketing Check Up: sales and marketing assessment
Ensure your company is on target and you understand the effectiveness of your commercialization efforts

*Marketing Plan
Create an effective and measurable marketing plan

*Sales and Marketing Tactical Execution
Leverage our expertise and experience to execute your marketing and sales tactics

*eMarketing
Determine the effective use of the online channel for your company and leverage the internet to optimize your sales and other marketing efforts

*Strategic and Business Planning
Develop a roadmap for your business using a 4 step approach to create business strategies and a business plan

*Sales Team Consulting: hiring, training, and coaching
Take the performance of your sales professionals to the next level

*Public and Corporate Relations
Ensure your employees and the external community hears your message

*Pricing Strategy
Map out your product value proposition and define value drivers for each target audience to ensure you are pricing to optimize sales
President and Founder

Pensar Ideas, LLC

(Pharmaceuticals industry)

July 2009 — Present (6 months)

Founder and President of Pensar Ideas which offers strategy and business planning services, marketing and sales strategy consulting, and tactical execution support for life science and high tech companies.
Projects focused on driving growth and profitability for small and medium size companies
Work closely with CEO/Presidents of companies to map out required business strategies, and business development and marketing action plans
Execute customer market research projects
Serve as Director of Marketing for clients
Lead business strategy process and develop business plan across company functional team members.
Board of Directors

HBA (Healthcare Business Women's Association)

(Pharmaceuticals industry)

January 2009 — Present (1 year )
College of Business Board of Directors

Butler University

(Educational Institution; 501-1000 employees; Higher Education industry)

January 2009 — Present (1 year )

Board of Directors for the University's College of Business Strategic Marketing Board
Board of Directors

Anderson University

(Educational Institution; 201-500 employees; Higher Education industry)

January 2004 — Present (6 years )
Board of Directors

Fund for Hoosier Excellence

(Non-Profit Organization Management industry)

January 1994 — Present (16 years )

Scholarship fund founded by Senator Richard Lugar that awards merit scholarships to minorities in Indiana
Director, Sales and Marketing

Safis Solutions, LLC

(Privately Held; Pharmaceuticals industry)

April 2007 — July 2009 (2 years 4 months)

As a member of the senior management team, drives business strategies, operational decisions, personnel processes, and business development plan.
Delivered +55% growth rate in sales while increasing gross margin +20%
Increased number of consulting engagements 5 fold
Led Validation and IT service delivery teams
Developed sales and account management processes
Developed career path and performance management processes
Instrumental in all hiring decisions for company
Drove company business planning and financial reporting framework
Worked closely with life science startup clients on product development and strategy
Launched first ever marketing efforts in June 2007 driving successful lead generation and sales growth
eMarketing Manager

Eli Lilly and Company

(Pharmaceuticals industry)

June 2003 — April 2007 (3 years 11 months)

2003-April, 2007
Built the eMarketing capability for the US Affiliate.
Led the first ever eMarketing twelve member team. Earned Manager of Choice award for leadership of team in 2005.
Drove organization change and adoption of the eChannel with +50% growth in internet channel investment.
Championed the development of channel best practices, platforms and processes.
Demonstrated expertise in developing internet consumer strategies and delivered results in mobilizing the consumer. Examples include the Cialis Moments and Cymbalta Depression Hurts campaigns.
Exemplified thought leadership in websites, organic search, pay per click search, email, online media, eDetailing, eSampling, portal partnerships (Yahoo, MSN, WebMD), and relationship management programs.
Marketing or Sales Manager

Eli Lilly

(Public Company; LLY; Pharmaceuticals industry)

1990 — 2007 (17 years )
Consumer Brand Manager

Cymbalta, U.S. Affiliate

(Pharmaceuticals industry)

October 2004 — March 2005 (6 months)

Led the campaign development for the Cymbalta Depression Hurts consumer DTC campaign.
Developed business case for accelerated DTC promotion. Gained buy-in from senior leadership and secured dedicated manager headcount to lead campaign launch.
Developed final television advertising.
Neuroscience Market Research Manager

U.S. and Global

(Pharmaceuticals industry)

January 2000 — January 2003 (3 years 1 month)

Led team of seven associates who drove all primary market research, secondary data analysis, and lifecycle forecasting.
Demonstrated track record in driving marketing strategy. Led segmentation and positioning research which drove mid-lifecycle brand strategy. Designed new methods for estimating uptake of new products.
Built high a performing team with the ability to influence key marketing decisions.
As member of CNS Business Unit Leadership team, drove marketing and sales force strategy.
Brand Manager

Eli Lilly

(Public Company; 10,001 or more employees; LLY; Pharmaceuticals industry)

January 1998 — January 2000 (2 years 1 month)

Drove successful Evista launch across Latin America and Canada.
P&L accountability for osteoporosis business unit performance. Developed action plan which drove regional performance.
Led global marketing and sales teams.
Demonstrated language fluency by conducting business in Spanish.
District Sales Manager

Eli Lilly

(Public Company; 10,001 or more employees; LLY; Pharmaceuticals industry)

January 1995 — January 1998 (3 years 1 month)

Built high performing team-taking bottom 10% performing district to top 10%.
Drove P&L performance for a $40 mil regional district
Accountable for managing top and bottom line (business unit contribution).
Responsible for recruiting, coaching, and promotion of fifteen sales representatives.

Diana Caldwell’s Education

Indiana University - Kelley School of Business

1985 — 1990
Kelley School of Business, Indiana University

MBA , Marketing and Human Resources , 1990
Indiana University

BA , Psychology , 1988
North Central High School