Forward Thinking, Experienced, Fresh and Passionate

Our Misson

Strategy Digitizers

We are dedicated to lead and transform pharma’s commercial strategy development & planning processes into a new technology era.

We are enabling our clients to become or stay at the competitive edge by developing outstanding strategic decision making frameworks and tools.

Collaborative Team

Our Core Team

Michael Craig

Michael Craig

Founder

AvenueBio are on a mission to simplify brand strategy development and planning using the latest academic thinking, practical experience and enabling technologies.
Developing impactful brand strategy, needs teams to work through a well considered, practical set of challenging questions. With advances in digital technology, we believe we can simplify and improve brand strategy development and planning to maximize plan impact and minimize wasted effort.

Alasdair Williams

Alasdair Williams

Senior Principal

Alasdair has worked in the pharmaceutical industry for 20 years in strategic marketing and commercial leadership positions. He has worked with both primary and specialist care brands at all stages of the product lifecycle from phase II.

His areas of expertise include launch excellence, strategic planning, supply chain management and tendering and working with clients on the development and execution of brand strategy globally. Alasdair has deep therapy area knowledge in vaccines and immunology, haemato-oncology and oncology, and biosimilars

Lisa Tidman

Lisa Tidman

Engagement Manager

Lisa is an experienced Pharma Senior Consultant, with more than 25 years in the pharma industry, working across both agency and client roles and across a range of therapy areas.  Her strong analytical and market research background drives a passion for insight gathering, ensuring in-depth market understanding and clarity of unmet needs on which to base strategic decision making.

Having worked closely with payer environments, Lisa has a sound understanding of funding flows and market access considerations. Lisa has worked in primary care and speciality, including rare disease.

Tracy Baker

Tracy Baker

Engagement Manager

Tracy has more than 15 years of marketing experience in the pharmaceutical industry, from launching and managing brands locally through to strategic marketing consultancy at a regional and global level.

Tracy has worked in primary care and speciality with specific expertise in Brand Planning and Launch Excellence.

Jaimee Everitt

Jaimee Everitt

Managing Consultant

Jaimee recently joined the AvenueBio team, having taken a sabbatical with her partner. She is an experienced Brand Manager and has held international and local marketing and sales roles at Janssen, Grunenthal and Vertex.  Jaimee brings expertise and a deep understanding of the challenges of delivering brand growth in international markets.

Guy Lavery

Guy Lavery

Managing Consultant

Guy joins AvenueBio with 12 years’ experience spanning Commercial Strategy, Competitive Intelligence and Market Access consulting, Equity Research and Transaction Advisory, all within the Life Sciences sector. Over the course of his career, Guy has led a variety of commercially – focused projects across a variety of therapy areas, with project types ranging from Brand/Disease Area/Portfolio Strategy (including patient journey modelling, opportunity assessment, positioning and core value claims development) to Market Access Strategy, forecasting and valuation.

Guy holds a MSc in Neuroscience from King’s College, University of London.

Mark Isbell

Mark Isbell

Senior Consultant

Mark has recently joined AvBio having previously worked within competitive intelligence, leading client engagements on competitor threat analyses, market defence strategy development and war-gaming workshops. He offers a thorough and analytical approach with broad experience across many therapeutic areas including in hematological, cardiovascular, metabolic conditions and infectious diseases. Mark holds a PhD in Chemical Engineering from Imperial College London.

Jamie Mallinson

Jamie Mallinson

Senior Consultant

Jamie joins us from the pharma industry where he led competitive intelligence activities across oncology, neuroscience and rare diseases. He worked with cross-functional teams in local affiliates across many key functions including pre-clinical development, new product and indication launch, established-and-mature product market growth, and loss-of-exclusivity.

Prior to this, Jamie held a senior position at a competitive intelligence consulting agency working with top 10 global pharma clients.

Jamie holds a PhD in Medicinal Chemistry from The Institute of Cancer Research in London.

Angie Gao

Angie Gao

Consultant

Angie has recently joined the AvenueBio team. Previously, she had worked in competitive intelligence for two years, covering a broad range of therapeutic areas, including rare diseases, oncology, immunology and nephrology. Angie has a keen interest in the commercial side of the pharmaceutical industry whilst holding on to her scientific approach in daily practice. Angie holds a PhD in musculoskeletal sciences from the University of Oxford.

Katie Cudmore

Katie Cudmore

Consultant

Since graduating from Cambridge University in 2017, Katie has been working in the pharmaceutical sector. Katie boasts previous experience in project management from her role in an Oncology CRO and Market Access consulting across the EU5, US and emerging markets. With an intuitive nature, progressive ideas, and engaging communication skills, Katie continually drives projects forward with efficiency and ease.

Russell Powter

Russell Powter

Associated Partner

Russell has worked for over 30 years in various sales, marketing management and customer strategy executive roles across the healthcare, pharmaceutical and consulting business sectors in Australia, USA, UK and Hungary.

He has a passion for marketing excellence, customer-centric thinking and driving strategic choices within a cross-functional team environment. Russell’s particular areas of strength can be seen in critical thinking, expert facilitation, building robust competitive management strategies, as well as developing compelling brand positioning.

He has extensive experience across a wide range of therapy areas including immunology & inflammation, oncology, haematology, ophthalmology, cardio-metabolic disease, infectious diseases and respiratory medicine. Russell has also worked client-side for MSD Australia, Pfizer UK and Pfizer Australia across a variety of senior marketing roles.

Anita Martin

Anita Martin

Finance Director

Anita qualified as an accountant with a big five accountancy practice and has since gained over 25 years’ experience in the pharmaceutical industry. Anita prides herself in running efficient financial processes and providing timely, reliable and accurate financial data to board level management as well as the wider team.

Miles Buzzing

Miles Buzzing

Head of Digital

Miles is an IT professional with over 30 years’ experience. Holding senior roles in software design and development, ICT strategic planning, implementation, and change management – predominantly within the pharmaceutical industry.
As head of Digital at Avenue Bio Consulting, Miles is responsible for creating bespoke and turn-key software solutions designed to complement and add value to Avenue Bio’s client offerings – as well as looking after our day-to-day ICT requirements as a business.

Claire Cook

Claire Cook

Executive Assistant UK Office

With more than 20 years’ experience in project management and business administration, Claire has supported leading executives in Consultancy, Service Delivery, Strategic Development and Marketing Excellence in both the Defence and Pharmaceutical industries. Providing a highly dedicated, operational support function to the UK team, Claire strives for exceptional results to ensure a seamless delivery of material development, office management, document production and team coordination.

Katie Schreiber

Katie Schreiber

Project Administrator

Katie has over 20 years of experience in business administration, project support and customer service. She has supported leading executives in Consultancy, Investment Banking and Leisure industries – providing a highly dedicated operational support and communication function to her teams.

Katie strives for high quality results to ensure a successful project journey, helping with meeting coordination and project management.

Joanna Nield

Joanna Nield

Operations Manager

Joanna spent 10 years in The City as an Equity Analyst; initially at UBS and latterly as a Partner at Oriel Securities Ltd on the No.1 ranked Oil & Gas team. She has extensive experience of financial modelling and forecasting. During her time at Oriel she also spent time as Head of Client Account Management where she worked closely with the Management Team on company strategy, internal management information and monitoring. In recent years she has dedicated her time to raising her two sons whilst undertaking a selection of ad hoc jobs, charity work and building projects. Joanna holds a BSc in Mathematics from the University of Leeds.