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Alexandra Papa

@alexandrapapa

Digital marketing leader at Zoetis, building the UK’s first integrated Dermatology omnichannel programme and AI-powered content model.

United Kingdom

Message

At Zoetis UK, I own the Zoetis Masterbrand strategy and lead digital customer engagement across business units. I built the UK’s first integrated omnichannel programme for the Dermatology portfolio, connecting digital, HCP engagement, KOL partnerships and field activity.

I also designed the AI Content Engine with agency and in-house teams, embedding MLR compliance in the workflow. My current work has delivered 65% higher digital engagement with veterinary professionals versus the prior year.

Previously, at Haleon – GSK, I defined a global HCP marketing transformation roadmap across 25 markets and led Haleon’s launch to healthcare professionals, reaching 75% awareness and credibility before separation from GSK. Earlier, I led brand and commercial work across healthcare and FMCG, including the Jacob’s Ciabatta Crackers launch, which increased sales 40% in four weeks.

Experience

Work history, roles, and key accomplishments

Current

Head of Digital & Zoetis Masterbrand

Current

Zoetis UK

Jan 2024 - Present (2 years 9 months)

Member of the UK Leadership Team owning the Zoetis Masterbrand strategy and leading digital, CRM, content, and omnichannel customer engagement across all business units. Delivered 65% higher digital engagement with veterinary professionals and built an AI-powered content production model with MLR compliance.

Digital Strategy CRM Omnichannel Content Strategy AI GA4 Power BI SFMC MLR Budget Management Leadership

Global Digital Acceleration Lead / Director, Professional (HCP)

Haleon – GSK

Jan 2021 - Dec 2024 (3 years 11 months)

Defined and delivered the global HCP marketing transformation roadmap across 25 markets, building scalable operating models for CRM, content, omnichannel, and customer engagement. Led the global launch of Haleon to healthcare professionals, achieving 75% awareness and credibility before separation from GSK.

Digital Transformation CRM Omnichannel Content Strategy Healthcare Professional Engagement Capacity Building Global Strategy

Global Digital Marketing Director / Manager, Professional

GSK

Jan 2018 - Dec 2021 (3 years 11 months)

Led global customer engagement and digital growth for Oral Health and Skin Health professional audiences, delivering omnichannel programmes that achieved 40% engagement and 50% reach. Launched and scaled GSKHealthPartner.com to 17 countries and centralised social media to increase HCP acquisition and engagement.

Digital Marketing Omnichannel CRM Social Media A B Testing KOL Management Global Strategy

Senior Brand Manager – Jacob's Crackers

Pladis Global (United Biscuits)

Jan 2016 - Dec 2018 (2 years 11 months)

Led brand strategy and commercial performance of the £120m Jacob's Crackers portfolio with full P&L responsibility. Launched Jacob's Ciabatta Crackers range, delivering a 40% sales increase in four weeks, and led a brand repositioning that won Pentawards, Fab Awards, and Dieline recognition.

Brand Strategy P&L management NPD Packaging Design PR Category Management Trade Marketing

Digital Brand Manager

Johnson & Johnson

Jan 2014 - Dec 2016 (2 years 11 months)

Built and activated the Scale programme, bringing all UK J&J brands under the corporate brand through CaringEveryday.co.uk and a 360° plan spanning CRM and shopper activation. Grew the CRM database 150% YoY and launched J&J's first corporate Amazon page in EMEA.

Digital Marketing CRM Shopper Marketing Ecommerce ROI Analysis zero based budgeting Programmatic

Brand Manager – Compeed Northern Europe

Johnson & Johnson

Jan 2012 - Dec 2014 (2 years 11 months)

Delivered 16% YoY revenue growth and category leadership with 83% value share across Northern Europe. Led the reactive 'Walk to Work' digital & PR campaign during the London tube strikes, delivering a 19% unit sales increase, and pioneered the first Twitter handle and Ratings and Reviews across all EMEA J&J markets.

Brand Management Digital Marketing PR Social Media Innovation Commercial Planning Regulatory

Brand Manager – Patak's

Westmill Foods (Associated British Foods)

Jan 2011 - Dec 2012 (1 year 11 months)

Managed the £40m Patak's relaunch with 50% market share in cooking pastes and developed the digital strategy for Rajah Spices including DTC site and social platforms.

Brand Management Digital Strategy DTC Social Media Market Share Growth

Brand Manager – Amita Juices

Coca-Cola Bottling Company

Jan 2007 - Dec 2011 (4 years 11 months)

Managed £15m to £160m juice portfolios with 60%+ market share, including demand forecasting, NPD launches, 360° campaigns, and KOL programmes. Achieved +20pp brand awareness and +5pp market share YoY.

Brand Management Portfolio Management NPD Demand Forecasting 360° Brand Campaigns KOL Management