The Lighthouse Identity – Owner/founder
May 2020 – present
Freelance marketing consultancy and project management for big and small pharma, biotech and life sciences startups. Interim brand management and business development project lead.

Uptake Strategies – Senior Marketing Consultant
June 2020 – present
Freelance consultant as part of a multi-award-winning industry leading consultancy to global healthcare companies across planning, capability and launch. Our mission is to inspire people to deliver exceptional healthcare commercial performance enabling patients to benefit from innovative treatments. Working with global pharmaceutical, biotech and consumer healthcare companies, we deliver practical, innovative, industry-leading consultancy support inspiring our clients with confidence and improving their brands’ competitive advantage with measurable business impact.


Sanofi Genzyme Europe – Associate Director Commercial Effectiveness
October 2016 – May 2020 (3 years 8 months)
In this Business Operations role I led the conception, development and implementation of Training Curriculum, Marketing Excellence & Multichannel Engagement methodology, Brand Planning Excellence and a Field Force Excellence approach across franchises and countries in Europe.
Key stakeholders: global, regional and local senior management, brand teams, trainers and customer-facing colleagues across Europe and beyond.

Sanofi Benelux – Senior Business Developer Benelux
May 2011 – September 2016 (5 years 5 months)
Portfolio Management & Business Support: coordination of the strategic go-to-market exercise for mature products in Benelux: ‘where to play/how to win’; portfolio segmentation; investment decisions; brand reactivation; budget/LRP forecasting & reporting (Nov 2015 – Sep 2016).

Interim Head of Estabished Products:
Budget accountability for large portfolio of mature Sanofi products in Benelux which led to several reactivation and rationalisation projects (11 months).

Business Development Manager:
Leading projects across all disciplines in Benelux organisation, including financial and legal evaluation of new business opportunities, building partnerships, alliance management. Experienced in hospital, retail and OTC/OTX projects. Reporting to Benelux MT members and HQ in Paris. Leading strategic initiatives, such as facilitating the Benelux long range planning process, driving change management, conceptualising patient-centric solutions.

Sanofi Netherlands – Health Care Product Manager
January 2009 – April 2011 (2 years 4 months)
Co-founder and project lead in the design and marketing of a novel web based application to support oncology patients and HCPs. From ideation with clinical thought leaders and patient advocacy groups to creation and implementation in multidisciplinary setting in hospitals. Building from scratch of this ‘beyond-the-pill’ solution has contributed to my project leadership and negotiations skills.


Sanofi Netherlands – Product Manager Oncology
January 2007 – December 2008 (2 years)
Brand management for chemotherapeutics in lung, head & neck, colorectal and gastric cancer; mobilize thought leaders and pressure groups to mitigate reimbursement issues; defend competitive position in existing indications; launch in new indications. Managing transition after patent expiry; project lead in plan to switch infusion of chemotherapy from hospital to home care setting.

Altana Pharma/Nycomed (now Takeda) Netherlands
Product Manager Respiratory, Sep 2005 – Dec 2006 (1 yr 4 mths)

Boehringer Ingelheim Netherlands
Product Manager Uro-gyn, Jun 2004 – Aug 2005 (1 yr 3 mths)
Product Manager Respiratory, Jan 1999 – May 2004 (5 yrs 5 mths)
Sales rep Respiratory & Cardio, Mar 1997 – Dec 1998 (1 yr 10 mths)
Key customers: KOL Pulmonologists and Paeds, GPs, Cardiologists, Urologists, OBGyns, (Hospital) Pharmacists, Epidemiologists, Physiologists


Marketing C1 2005 – 2006

Erasmus University Rotterdam
Master degree in Public Administration (management of non-profit organisations) 1993 – 1995

Avans Business School
Bachelor degree in International Management, Business School 1989 – 1993


2020: Design Thinking Academy – Fundamentals & Facilitation
2017-2012: Training capabilities, Infield Excellence Programs
2016: Advanced presentation techniques: “speak like Obama”
2016: Business Partnering Academy
2015: Marketing Excellence & Multichannel Engagement Academy
2014: Alliance Management course (business development)
2013: Harvard Principled Negotiation course by Prof mr dr Dirk van Poucke
2011: Project Management course
2009: Management development program: Covey leadership principles
2004: StratX marketing course
2002 – 2015: Co-promotion experiences in big pharma (Boehringer Ingelheim, Pfizer, Lilly, Janssen)


Professional interests
Customer Engagement approaches; marketing management, change management, entrepeneurship, high visibility project leadership, opportunities to grow, continuous intellectual challenge, transversality

Classical music: playing French horn in various orchestras.


The Lighthouse Identity
attn.: Guillaume Karremans
Address: Fazant 8, 2451 VK Leimuiden, The Netherlands
Tel: +31 653 73 86 32