Sophie Maheo

Sophie MaheoPromotional Manager, LipitorPfizer Canada, Kirkland, Que.
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It's safe to say that Sophie Maheo has enjoyed a clear path to success.After all, how many people fresh out of school become promotional manager for a brand that has almost $1 billion in annual Canadian sales- making Lipitor Pfizer's biggest brand and Canada's top-selling cholesterol-reducing drug.

Maheo, who joined Pfizer in June 2005 after finishing her MBA at McGill University, became Lipitor's promotional manager last October.Since then she has worked on improving sales mainly by revamping direct-to-consumer campaigns."Our compliance is about 60% at one year," she says.But "when you're talking about a brand that's making that kind of money, the 40% that we could have is huge."

Among other things, Maheo has put her stamp on new TV and radio ads for the cholesterol-awareness site MakingtheConnection.ca, as well as the patient website Lipitor.ca.Maheo says early research for the Making the Connection campaign shows the response to the call to action tops previous campaigns.

"She's just proven herself while she's been there," says Karl Moore, an associate professor in the Faculty of Management at McGill University, who taught Maheo and hired her as his research assistant.
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Not only that, but Maheo is a quick study, which "is very helpful in terms of being a good marketer.Being able to connect the dots quickly is important to keep ahead of the competition."

Maheo, a native of France, did her undergrad in Paris in general business but came to Montreal for an internship at Yves Rocher cosmetics.She worked there for two years, developing a new position as marketing analyst before returning to school to complete her MBA.

Maheo, who will be responsible for a new diabetes product that Pfizer plans to launch next year, says her goal is to become a product manager."I feel like I'm doing something good," she says.