Expanding Simpactful’s end-to-end Consumer Products Capability with deeply experienced Marketing Practitioners, Simpactful is excited to name Afsha Abid as Senior Consultant.
Afsha has a broad skillset within marketing and general management and brings over 20 years of Consumer Packaged Goods and healthcare experience. She has a proven track record of crafting strategies, developing innovation pipelines, implementing impactful marketing and media plans, and leading cross-functional teams to deliver increased revenue, profits, and market share.
Afsha began her career with Procter & Gamble working on the Crest Whitestrips business. She then made a pivotal move to the east coast with Novartis, and spent the next 20 years rounding out her wellness experience with roles and engagements across almost every OTF healthcare category and responsibility area imaginable at Novartis, Glaxo Smith Kline, and Haleon. Her category expertise includes pain management, gastrointestinal, smoking cessation, cough, cold and flu, vitamins, minerals, supplements, and skin and lip care. Afsha is skilled in Global and US strategy development, go-to-market planning and execution, business analytics, Rx to OTC switches, innovation management, holistic creative development, and in-store engagement.
Afsha is known as a passionate and competent strategic thinker and brand builder who delivers outstanding results. For example, while at GSK, she led consumer validation of new digital technologies that drove over $500 million in pipeline value and enabled a major strategic shift in where-to-play areas. Her strategic thinking skills were critical to her ability in leading numerous Rx to OTC switch assessments, and in identifying new switch opportunities with R&D and FDA engagement. She led global consumer insight and concept development, as well as forecast validation to craft compelling go/no-go recommendations on possible entry options for new OTC categories. She also led customer strategy & planning and managed all customer-facing innovation sell-in, plan development, display execution, supply allocations, and shopper promotions for multiple consumer healthcare brands. Afsha partnered with major customers to drive top to top brand innovation engagement and planning.
Afsha was born and raised in New York City and currently resides outside of Washington, DC with her husband and three children. She enjoys traveling, discovering new restaurants, watching reruns of Seinfeld, and volunteering for her alma mater, Cornell University, where she conducts applicant interviews on behalf of the admissions office.
Heather Burgess, Simpactful Senior Partner and Marketing Practice Leader, is thrilled to welcome Afsha to the team. “It is rare to find a marketer with the diversity of skillsets and experiences that Afsha brings to the table. She transitions seamlessly, from technical deep dives and analyzing competitors, to pack price architecture and in-store audit work. While the bulk of her work is in health care and skincare, she is able to apply her classic brand management skills to a variety of categories. Afsha is eager to roll up her sleeves with clients and we are fortunate to add her to the Simpactful team of commercial experts!”
Are you resource-constrained or seeking new ways to transform your business? Simpactful can help! To learn more about Afsha, Simpactful’s Marketing capability, or other industry capabilities contact our team today at contact@simpactful.com or 925-234-6384.
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