Andrew Bertera: Combining scientific expertise with marketing and sales leadership, fostering cross-functional empathy, and keeping the customer at the centre
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Andrew Bertera: Combining scientific expertise with marketing and sales leadership, fostering cross-functional empathy, and keeping the customer at the centre
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Life, Science, and Marketing Podcast: Episode 8
Guest: Andrew Bertera, Executive Director of Marketing and Sales at New England BioLabs
Andrew's Background:
- Studied microbiology at King's College London
- Started in R&D at Amersham developing molecular biology products
- Now leads global marketing and sales at New England BioLabs for 14+ years
Key Discussion Points:
- Making the transition from R&D to marketing roles
- Taking on combined marketing and sales leadership positions
- Embracing technology while still connecting with customers
- The importance of customer centricity and focus for marketers
- Perspectives on trade shows and maximising value
- Reinvigorating existing products over their lifecycle
Key Quotes:
- "When marketing and sales report to the same leader it's easier to set unified goals and get them collaborating."
- "While digital experiences are important, we don't have the depth of consumer data in life sciences."
- "To me, marketing is about growing the business by developing best-in-class customer experiences."
- "Directly interacting with customers is critical to truly understand them."
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