Open to opportunities

William Lauer

@williamlauer

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Director of commercialization decision intelligence, leading analytics that optimize marketing spend and growth.

United States

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What I'm looking for

I’m looking to lead decision intelligence and analytics that connect early performance indicators to strategic investment choices, partner closely with marketing and IT, and build high-performing teams that deliver measurable commercial impact.

I’m a Director in US Commercialization Decision Intelligence Solutions at Bristol-Myers Squibb, leading a team that determines optimal allocation of commercial OPEX across key brands using marketing mix models, and test and control analyses. I support C-Suite ad-hoc analyses to right-size sales forces, shape tactic-specific omnichannel investments, and pilot improved methods for more accurate campaign ROI measurement.

I also develop advanced decision tools like HCP-level network analysis and next best action enablement, including driver of trial and driver of depth work to understand what drives writing behavior. Across markets and functions, I partner with marketing and IT to build robust measurement frameworks, ensure data quality and governance, and lead hiring, onboarding, and upskilling of onshore/offshore support teams.

Experience

Work history, roles, and key accomplishments

Director, Commercial OPEX

Bristol-Myers Squibb

Nov 2023 - May 2026 (2 years 6 months)

Led a team to determine optimal allocation of commercial OPEX across 5 brands using marketing mix models and test/control analyses, influencing investment of hundreds of millions of dollars. Built HCP-level network and digital affinity analytics to guide brand targeting and next-best-action measurement, partnering with IQVIA and Crossix to ensure holistic impact visibility.

Marketing Mix Modeling Digital Affinity Scoring Sales Force Sizing ROI Measurement Data Governance Stakeholder Management

Associate Director, Market Opt

Bristol-Myers Squibb

May 2022 - Oct 2023 (1 year 5 months)

Supported Spain’s first deployment of a Next Best Action tool by collecting key business assumptions and acting as a subject matter expert. Led EX-US key driver analyses and France sales force sizing/structure workstreams to inform optimal OPEX investment decisions for commercial market leadership.

Key Driver Analysis Subject Matter Expertise Sales Force Sizing Omnichannel Strategy Stakeholder Management

Associate Director, Portfolio Analytics

Bristol-Myers Squibb

Apr 2020 - May 2022 (2 years 1 month)

Built the initial forecast model to quantify COVID-19’s impact to the long-term financial plan and created tools to help strategy areas model revenue impact of funding decisions. Led NLP-based data science work to ingest and interpret clinical study reports and guided Immunology and Fibrosis leadership through complex R&D budget decisions, including redefining cost attrition treatment across plann

Forecast Modelling Portfolio Planning Natural Language Processing (NLP)Revenue Impact Reporting Financial Modeling

Senior Manager, Portfolio Analytics

Bristol-Myers Squibb

Dec 2018 - Mar 2020 (1 year 3 months)

Constructed and owned early asset revenue models supporting BMS’s acquisition of Celgene and performed long-term revenue analysis to evaluate pipeline sustainability for executive leadership. Created a Python genetic algorithm to optimize R&D portfolio options and supported strategic planning through executive-ready analytics.

Revenue Planning Genetic Algorithms Python R&D Portfolio Optimization Executive Reporting

Manager, Data Analytics

PPL Electrical Utilities

May 2018 - Dec 2018 (7 months)

Delivered data science-based projects using machine learning models to support analytics and performance objectives. Owned execution of model development work spanning multiple ML approaches and related analytical deliverables.

Machine Learning predictive modeling Data & Analytics Model Development Performance Analytics Statistical Modeling Experimentation Design

Manager, T&S Portfolio Management

PPL Electrical Utilities

Sep 2017 - May 2018 (8 months)

Prepared and compiled a five-year revenue model used for both annual FERC filings and overall internal corporate planning. Provided portfolio management analytics to support regulatory reporting and planning decisions.

Revenue Planning Portfolio Management Financial Forecasting Regulatory Reporting FERC Filings Strategic Planning Stakeholder Management

Business Operations Analyst EU

PPL Electrical Utilities

Dec 2015 - Sep 2017 (1 year 9 months)

Assisted with implementing PPL’s first in-house machine learning model and supported business operations through operational analytics. Contributed to early adoption of internal ML capabilities to improve analytical workflows.

Machine Learning Implementation Business Operations Analysis Analytics Support Process Improvement

New Product Development Engineer

Mine Safety Appliances, Inc.

Oct 2011 - Nov 2014 (3 years 1 month)

Designed, developed, and managed R&D projects focused on industrial safety products. Supported end-to-end engineering efforts from project planning through development execution.

R&D Project Management Product Development Engineering design Cross Functional Collaboration

R&D Engineer (Electrical Validation)

JATCO USA, Inc.

Jan 2011 - Oct 2011 (9 months)

Performed electrical system validation tests on Fiat Chrysler Automobile (FCA) prototype vehicles. Executed prototype testing to support validation of electrical systems in development programs.

Electrical Testing Prototypes Test Execution Validation