JD Lineen
Pharma Commercial Strategy Leader
Pharma Commercial Strategy Leader
Driving Brand Growth with Strategy, Omnichannel & AI
20+ years of experience in marketing, digital transformation, Brand launch and growth across Novo Nordisk, BMS, GSK, and Digitas Health.
About JD
“JD is an innovator, strategic marketer, integrator, and cutting-edge omnichannel lead… and an incredible culture catalyst.”
— Senior Vice President, Marketing
— Senior Vice President, Marketing
A reputation built not just on execution, but on transformation.
Across every role, JD Lineen has been the force that connects strategy with action, digital with human insight, and teams with shared purpose. From pioneering omnichannel frameworks to embedding AI across brand ecosystems, JD doesn’t just lead — he integrates, energizes, and accelerates.
Across every role, JD Lineen has been the force that connects strategy with action, digital with human insight, and teams with shared purpose. From pioneering omnichannel frameworks to embedding AI across brand ecosystems, JD doesn’t just lead — he integrates, energizes, and accelerates.
Executive Summary
Highly accomplished Global Commercial Digital Leader with over 20 years of experience driving digital transformation, omnichannel strategy, and AI-enabled commercial innovation within leading pharmaceutical organizations including Novo Nordisk, BMS, and GSK.
Proven ability to build scalable, repeatable systems, lead cross-functional teams, and integrate AI into every phase of the commercial process to accelerate planning, optimize content, enhance insights, and drive measurable business impact globally.
Known for simplifying complexity, maintaining focus under pressure, and fostering a data-driven culture that delivers results across global markets.
20+
Years Experience
Leading digital transformation in pharma
60+
Global Markets
Scaled digital programs worldwide
40+
GenAI Use Cases
Constant AI Experimentation & Application Discovery
$100M+
Budget Managed
Annual HCP marketing at Novo Nordisk
What JD Delivers
AI-Enabled Marketing Execution
Implementing cutting-edge AI solutions to transform pharmaceutical marketing strategies and customer engagement.
Launch Strategy for Leading Brands
Successful launch strategy and execution for major brands including Camzyos, Sotyktu, Wegovy, and Cobenfy, driving market adoption and growth.
NBE and Content Strategy at Scale
Pioneering next-best-experience frameworks and content strategies that enhance efficiency and personalization. Proven case studies that drive impact.
Agency Cost Reduction
Optimizing agency relationships and workflows to reduce costs while improving speed-to-market and quality engagement metrics.
Omnichannel Strategy
Developing integrated, multi-channel approaches that create seamless customer experiences across all touchpoints in the pharmaceutical journey.
Customer Insights
Leveraging data analytics to extract meaningful insights about HCP behavior and preferences, enabling more targeted and effective engagement strategies.
Career Journey
1
Novo Nordisk
HCP Experience Lead, Obesity
Launched rapid campaigns in dynamic marketplace
Managed 100M+ brand budget and media budget
Org change eliminated Agile team, Experience roles, & SVP Marketing
Launched rapid campaigns in dynamic marketplace
Managed 100M+ brand budget and media budget
Org change eliminated Agile team, Experience roles, & SVP Marketing
2
BMS (2019-2024)
Executive Director, Omnichannel Strategy
Build BMS' Enterprise Omni Planning template/process used today
Camzyos, Sotyktu, Cobenfy, Eliquis, Zeposia, Orencia)
Recruited to join Novo Nordisk by former SVP, Marketing
Build BMS' Enterprise Omni Planning template/process used today
Camzyos, Sotyktu, Cobenfy, Eliquis, Zeposia, Orencia)
Recruited to join Novo Nordisk by former SVP, Marketing
3
GSK (2013-2019)
Global Digital Lead (Web, Mobile, Webinar) for GSK
Strategy, design, integration and rollout of GSKpro to 60+ markets
Shingrix HCP Agile Product and CX Leader
Strategy, design, integration and rollout of GSKpro to 60+ markets
Shingrix HCP Agile Product and CX Leader
4
Digitas Health (2001-2013)
SVP Marketing Leadership
12+ years of experience across many big pharma clients
2+ years onsite as part of AstraZeneca's Digital Marketing Team
12+ years of experience across many big pharma clients
2+ years onsite as part of AstraZeneca's Digital Marketing Team
5
McKinsey & Arthur D. Little, Start-Up
Early experiences in Strategy Consulting, CRM Consulting, Start-Up
6
Engineering
Rooted in systems thinking and problem-solving
Practiced engineering for 3-years before obtaining my MBA @ UMD
Practiced engineering for 3-years before obtaining my MBA @ UMD
Brand & Platform Impact
GSKPro Platform
Led digital transformation across 60+ markets, creating a unified global platform that streamlined content delivery and enhanced HCP engagement. See GSKPro.com
BMS Engagement Frameworks
Developed innovative enterprise Brand planning frameworks that drove significant share growth and rapid launch uptake through use across all Brands in US and Global markets.
AI Chatbot Implementation
Pioneered pharmaceutical GenAI solutions that prioritized MLR backlogs based on impact, performed competitive intelligence, refined market research, inspired Brand strategies, content and measurement plans.
Content Workflow Success
Created content systems (short-form, variable, modular) for priority channels (social, KOL influencer, media, etc.) that reduced time-to-market by ~50% while maintaining regulatory compliance and improving speed-to-market.
Thought Leadership
1
Conference Speaker
Regular presenter at leading industry events including Digital Pharma East, Pharma USA, Eversana FUEL, and 10+ other events sharing insights on AI, agile & digital transformation.
2
Pharma.AI Founder
Created Pharma.AI platform to share cutting-edge insights on artificial intelligence applications in pharmaceutical marketing and strategy.
3
AI Prompt Systems
Developed proprietary AI prompt frameworks specifically designed for pharmaceutical use cases, enhancing content creation and customer engagement.
4
Industry Course Creator
Currently building comprehensive training programs to help pharma teams leverage AI tools effectively while maintaining compliance.
5
MBA Advisory Board Member
Partnering with the University of Maryland to teach classes and educate students
Success Metrics
60+
Global Markets
Successfully implemented digital platforms across more than 60 international markets
~40%
Engagement Increase
Average improvement in HCP engagement metrics through AI-powered solutions
~50%
Speed Improvement
Reduction in time-to-market through modular content systems and workflow optimization
Leadership Philosophy
"The best teams are built with vision, trust, and tools that scale."
I build aligned, high-performing, friendly, diverse, and trusting teams—clear on the mission, confident in execution. I've led cross-functional agile teams across every major commercial function.
How I lead:
- Create clarity with purpose-built playbooks, sprint plans, and templates
- Run collaborative working sessions in MURAL, Miro, or in-person Agile stand-ups
- Keep teams focused on outcomes—not outputs—by tying every sprint to business impact
Roles I've led:
US and Global Brand | Omnichannel | Media | Analytics | Innovation
Functions I've worked across:
Brand | Digital | CX | Analytics | IT | Ops | Access | Medical | Patient Services
I take pride in helping my direct reports grow into AD, Director, and Brand Lead roles. I stay in touch—and they always write back.
Core Expertise
Global AI Strategy & Application
AI productization, GenAI use cases across planning, CX, analytics, field, and content; prompt engineering; AI training and evangelism
Global Digital & Omnichannel Strategy
Designed and scaled programs across 60+ markets; led global HCP platform deployments; optimized media mix, channel allocation, and KPIs
Commercial Planning & Launch Excellence
Led launch readiness for blockbuster brands, built enterprise launch frameworks, and accelerated time-to-uptake
Cross-Functional Leadership
Partnered with Brand, Field, Medical, Access, IT, Analytics, and Agencies to align strategy, execution, and performance measurement
Agile & Product Management
Certified Agile Product Management; established agile teams, war rooms, and sprint-based planning to accelerate delivery and foster continuous improvement
Customer Experience (CX) & Insight Generation
Implemented VOC tools (Qualtrics, Hotjar, Decibel Insights, AnswerLab) and user research to inform CX planning and optimize digital experiences
Connect with JD
Request Services
Message me on LinkedIn to discuss potential collaborations or speaking opportunities.
LinkedIn Connection
Connect professionally on LinkedIn to stay updated on JD's latest insights and industry perspectives.
Pharma.AI Substack
Subscribe to JD's Pharma.AI Substack for regular updates on AI applications in pharmaceutical marketing.
Book a Consultation
Schedule a 20-minute introductory call to network, share lessons learned around AI advances in healthcare, or discuss how I can help transform your business strategy.
Real-World Training Across CX, Agile, and AI Expertise
The following sections showcase hands-on experience with cutting-edge methodologies that drive pharmaceutical innovation and customer engagement.
AI in Daily Practice
Deep dive into how I leverage artificial intelligence for strategy development, content creation, research synthesis, and product launches across pharmaceutical marketing.
My AI Technology Stack
Comprehensive overview of the AI tools and platforms I use to enhance productivity, insights, and decision-making in pharmaceutical commercial strategy.
AI-Powered Solutions Built
Real examples of AI applications I've developed and implemented, from chatbots to content systems that transformed team efficiency and market impact.
Agile & CX Methodologies
Practical frameworks and experimental approaches I've used to drive customer-centric innovation and rapid iteration in pharmaceutical marketing.
Real-World Training Across CX, Agile, and AI Expertise
Customer Experience (CX)
Certified by Forrester CX Foundations
Trained in journey mapping, persona design, and experience measurement
Applied CX principles across HCP, patient, and access channels
Built field-validated NBE journey programs (Novo Nordisk)
Led GSKPro CX redesign across 60+ global markets
Ran CX Agile digital experiments for the Shingrix HCP launch
Agile & Digital Execution
EMERGN Training - Produce Owner Certification
Daily experience with sprint planning, stand-ups, retros, agile design thinking
Led hybrid pods across Brand, Analytics, Content, MLR, Agency and Omni teams
Conducted cross-functional Agile workshops and MURAL/MIRO sessions for Brand teams
Built US and Global omnichannel playbooks using Agile frameworks at GSK, BMS and Novo Nordisk
AI Strategy & Prompt Innovation
AI Strategy & Productization Training (UMD Smith AI Certificate)
NVIDIA AI Essentials & LLM Courses
LinkedIn Learning: AI for Marketing, GPT Prompting, Workflow Design
Self-trained on MindStudio, Relay, n8n (agentic orchestration tools), Perplexity Pro, Gamma, etc.
Built over 20 custom GPTs + AI dashboards for planning, segmentation, CX
Studied real-world prompt frameworks from LinkedIn + Instagram power users
"I blend formal training with daily experimentation—always focused on what teams can use today."
How I Use AI Every Day:
Strategy, Content, Research, Launch
Strategy, Content, Research, Launch
Content Generation
Leveraging GPT-4 and Claude for creating compliant medical content, regulatory-friendly messaging, and adaptive marketing assets that enhance HCP engagement.
Data Analysis
Utilizing Python-based AI tools to analyze market trends, patient journey insights, and treatment patterns to identify strategic opportunities for pharmaceutical brands.
Workflow Automation
Implementing custom AI agents to streamline MLR review processes, accelerate content approvals, and reduce time-to-market while maintaining regulatory compliance.
Active Experiments
Testing multimodal AI for real-time market research analysis and competitive intelligence gathering that delivers actionable insights to commercial teams.
ROI Measurement
Developing frameworks to quantify AI impact on pharmaceutical commercialization, including engagement metrics, resource optimization, and speed-to-market improvements.
These tools and approaches form the foundation of my AI-enabled pharmaceutical commercialization strategy, driving measurable impact across brands and platforms.
My AI Stack & Tools
"From foundational models to no-code automation—I build fast."
Enterprise Tools
- Veeva, Salesforce, Adobe
- AEM, Campaign, Tableau
- Domo, GA4, Qualtrics, IQVIA
AI Tools & Platforms
- ChatGPT
- Claude
- Gemini
- Perplexity Labs
- NotebookLM
Agentic Workflows
- MindStudio
- n8n
- Notion AI
- Relay.app
- Zapier
- Gamma
What I've Built with AI
"I don't talk about AI—I build with it."
Omni AI Agent
Helps Omni teams orchestrate omnichannel engagement with AI, CX insights, and prompt-powered execution.
Jobs.CX GPT
Steve Jobs meets top digital design strategist. Brutal CX teardown meets visionary product rethink.
Pharma Content Prompt App
Simple Perplexity Labs app that builds out segment- and channel-specific content prompts
Marketing VP Dashboard App
Visualization of the view that a VP or SVP Marketing needs on a weekly basis to track Brand & Engagement Metrics
The Human Behind the AI
24 years in pharma innovation
Engineering mindset, system thinker, builder at heart
Early-morning runner, proud dad of 4, never stops learning
Known for high-integrity leadership and mentoring future VPs
I bring clarity in complexity, and joy to hard problems
"Build what matters. Be where your feet are. Make people better."
