Andrew Bertera: Combining scientific expertise with marketing and sales leadership, fostering cross-functional empathy, and keeping the customer at the centre

Life, Science, and Marketing Podcast: Episode 8Guest: Andrew Bertera, Executive Director of Marketing and Sales at New England BioLabsAndrew's Background:Studied microbiology at King's College LondonStarted in R&D at Amersham developing molecular biology products Now leads global marketing and sales at New England BioLabs for 14+ yearsKey Discussion Points:Making the transition from R&D to marketing rolesTaking on combined marketing and sales leadership positions Embracing technology while still connecting with customersThe importance of customer centricity and focus for marketers Perspectives on trade shows and maximising valueReinvigorating existing products over their lifecycleKey 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."