AAISHA LEWIS
Durham
Summary
Market research leader with a strong history at GSK, delivering insight-driven strategies that significantly increased brand uptake. Skilled in budget management and team leadership, developed innovative methodologies resulting in $250K cost savings and improved data quality. Committed to transforming insights into effective business strategies and cultivating high-performance teams.
Overview
19
19
years of professional experience
Work History
Director, Market Intelligence, Anti-Infectives
GSK
Raleigh-Durham
06.2024 - Current
- Led all market research and competitive intelligence for three anti-infective launch brands, delivering insight-driven strategies that accelerated uptake in both hospital and community settings.
- Redefined patient and HCP segmentation by introducing a Natural Language Processing (NLP) model to complement traditional qual/quant methods, achieving $250K cost savings and reducing project timelines by four months while improving depth of insights.
- Developed innovative brand-tracking frameworks for hospital-based products, implementing nontraditional market research metrics to measure success and uncover growth opportunities beyond standard ATU measures.
- Championed modernization of market research by onboarding AI-enabled vendors and piloting advanced methodologies that expanded analytical capabilities and accelerated time-to-insight.
- Pioneered the use of virtual avatars in market research, enabling real-time adjustments to stimuli and interactive respondent engagement, dramatically reducing manual intervention and enhancing data quality.
- Served on GSK’s Insights & Analytics Capabilities Committee, shaping enterprise-wide strategies to advance the company along the I&A maturity curve and embed cutting-edge tools and processes into the global insights function.
Director, Market Research HIV and Prevention
ViiV Healthcare
Raleigh-Durham
09.2022 - 06.2024
- Lead the design and execution of a forward-looking market research strategy for the HIV and HIV prevention portfolio, uncovering growth opportunities and shaping business priorities across pipeline and inline assets.
- Direct and empower a team of five market researchers, fostering a collaborative, high-performance culture that champions innovation and pushes beyond traditional methodologies.
- Spearhead exploratory and ethnographic research with Black women in the HIV prevention space, ensuring patient voices are authentically represented in product positioning, messaging, and access strategies.
- Pioneer novel patient segmentation approaches through the lens of healthcare providers (HCPs), uncovering prescriber-driven treatment patterns to inform targeting, engagement, and omnichannel strategies.
- Introduce next-generation success metrics by modernizing traditional tools such as ATUs (Awareness, Trial, Usage), integrating clinical conviction scores to measure HCP confidence in prescribing, and developing patient funnel analyses to pinpoint brand leakage and growth opportunities.
- Drive deep analyses of market dynamics, competitive activity, and emerging trends to anticipate shifts and identify strategic opportunities for portfolio growth.
- Launch and oversee a high-impact Competitive Intelligence program to proactively inform strategic and tactical decisions across marketing, medical affairs, and sales.
- Partner cross-functionally with marketing, medical, and commercial teams to embed research findings into launch planning, brand positioning, and sales force execution.
- Optimize a $7M research budget to maximize ROI while enabling cutting-edge methodologies, rapid execution, and actionable insights.
Market Research Manager
ViiV Healthcare
Raleigh-Durham
07.2018 - 09.2022
- Directed all U.S. quantitative and qualitative market research for Dovato and Cab LA for PrEP from pre-launch through in-market analysis, integrating competitive intelligence and secondary analytics to deliver actionable insights that shaped brand strategy and execution.
- Led custom research programs and advanced methodologies to uncover key moments in the customer journey, clarify patient experience opportunities, and guide senior stakeholders in brand planning, strategic decision-making, and insight gap prioritization.
Insights and Analytics Manager
ViiV Health Care
Laval
01.2017 - 06.2018
- Lead Market Research and Analytic functions for ViiV Canada.
- Develop long term forecasts for in-line brands as well as new product launches.
- Participate in business impact analysis, provide guidance to health outcomes team for submissions to provincial reimbursement bodies.
Manager, Sales and Market Research - Canadian Pipeline
Pharmascience
Montreal
06.2006 - 01.2017
- Lead all Market Research and Business Analytic Functions within Canadian business unit, responsible for product selection, market assessment and forecasts for Canadian portfolio.
Education
Bachelor of Arts - Political Science
Concordia University
Montreal, Qc01.2002
Skills
- Market Research Strategy & Execution
- Portfolio & Launch Insights Leadership
- Team Leadership & Talent Development
- Budget Management & ROI Optimization
- Launch Excellence & Go-to-Market Planning
- Insight Translation into Business Strategy
- Stakeholder Engagement & Executive Storytelling
Accomplishments
- President’s Club Award of Excellence nominee, 01/01/13
- Red Ribbon recipient, 4x, ViiV Canada
- Global Employee recognition, 4x, ViiV US
Leadership Profile
- Able to take a 'big picture' view for strategy and detail-oriented view for execution
- Excels at influencing with or without authority at multiple levels
- Known for agility and ability to deliver quality results, individually and within a team
- Able to navigate challenging situations and provide leadership/motivation to execute solutions
Languages
English
Native/ Bilingual
French
Native/ Bilingual
Spanish
Professional
Timeline
Director, Market Intelligence, Anti-Infectives
GSK
06.2024 - Current
Director, Market Research HIV and Prevention
ViiV Healthcare
09.2022 - 06.2024
Market Research Manager
ViiV Healthcare
07.2018 - 09.2022
Insights and Analytics Manager
ViiV Health Care
01.2017 - 06.2018
Manager, Sales and Market Research - Canadian Pipeline
Pharmascience
06.2006 - 01.2017
Bachelor of Arts - Political Science
Concordia University