Vice President, Cross Therapeutic Area Brand Lead
Tatyana Tsinberg is Vice President, Cross-Therapeutic Area Brand Lead at Pfizer, where she oversees a number of leading brands and commercial strategies. Under Tatyana’s leadership, Pfizer has been able to effectively reach broad groups of patients and other healthcare stakeholders who are managing some of the most widespread health conditions, including smoking, erectile dysfunction, overactive bladder, prostate cancer, and others. Creating and driving innovative and engaging programs in these areas, she has enhanced Pfizer’s reach to millions of patients in need.
Before embarking on her career in pharma, Tatyana held roles in investment banking at Lehman Brothers and brand management at Kraft Foods, where she led marketing efforts for products like Altoids and Life Savers.
Since joining Pfizer, Tatyana has had the pleasure of leading commercial efforts for some of the most iconic pharmaceutical brands in the industry including VIAGRA, CHANTIX, Detrol LA, Eliquis, and Zoloft. From the moment she sat behind the glass wall of her first patient focus group, she has been driven by her passion to uncover new customer insights: What prevents individuals from seeking treatment for diseases that so deeply impact their lives? How can we better connect them with solutions that might transform their healthcare experience? These are the questions – and the passions – that have marked Tatyana’s pharmaceutical journey from its inception.
Tatyana leads the way collaboratively, inspiring others to share her vision. She takes great pride in building the highest performing teams, growing talent, and developing disruptive business strategies that drive brand growth and benefit the patients who stand at the center.
Tatyana has a BA from Columbia University and an MBA from Columbia Business School.
The DTC Hall of Fame is designed to recognize industry members who have made significant contributions to innovate and progress DTC / consumer communications. Industry-wide nominations are collected and then the final four inductees are determined by DTC Perspectives and our Advisory Board, a select group of industry experts who serve as counsel. Inductees can be from any sector of the DTC Industry: Pharmaceutical Manufacturer, Agency, Media Channel, DTC Service Provider, Government, Academia, etc. Nominees should have a minimum of 5-10 years’ experience in healthcare marketing to be considered eligible. Given the newness of the field, it is not necessary to be retired to be eligible. As part of the DTC National, the DTC Hall of Fame festivities include a cocktail party followed by a formal induction ceremony on April 18th presented by PatientPoint with video tributes and live introductions from industry leaders, as well as an address by the Hall of Fame inductees. Each inductee is also profiled in the annual issue of DTC Perspectives Magazine.