Michael R. Russo

Pharma Digital, Data & AI Executive | Omnichannel HCP & Patient Engagement | AI Strategy & Digital Health

Location: New York, NY
Last role: Global Head, Digital Strategy, Merz Therapeutics
Status: Open to a full-time executive role, and to advisory work in pharma digital and AI.

Summary

Executive summary

Pharma digital, data and AI executive with 25+ years across the US and Europe, the Middle East and Africa (EMEA), trained first as a scientist, then as an enterprise systems architect, before building pharma digital marketing from the ground up. Led launches and digital growth for Ampyra, Zanaflex Capsules and INBRIJA, then served as Global Head of Digital Strategy at Merz Therapeutics for XEOMIN, INBRIJA, AMPYRA and FAMPYRA. Today focused on applied AI in pharma commercial work: AI roadmaps, next-best-action, and GenAI in content and engagement.

Key outcomes

ordered for board / search

Key outcomes
#	Outcome	Role
1	Global digital strategy for the Merz neurology portfolio (XEOMIN, INBRIJA, AMPYRA, FAMPYRA) across the US, Canada and EMEA, with a team of 12 and full P&L accountability for a €7M budget	Merz, Global Head
2	Led the company-wide AI roadmap strategy at Merz and drove adoption through company-wide AI training	Merz, Global Head
3	INBRIJA and AMPYRA combined net sales of over $100 million per year, driven by the digital campaigns he led	Acorda, Vice President
4	Digital health app: his team owned and built a post-stroke rehabilitation app with HCPs in France. Merz then launched it with the World Stroke Organization for 200 patients in Nigeria and a 30-patient pilot in Sierra Leone	Merz, Global Head
5	Built Acorda's in-house digital marketing team	Acorda, Sr. Director

Capabilities against role specification

Evidence in the recordNo claimSelect a capability for evidence lines

Capabilities by career stage
#	Capability	Merz 2024–26	VP 2020–24	Exec Dir 2014–20	Dir / Sr Dir 2010–14	Launch 2008–10	Systems + Lab 1999–08	Evidence
1	Global teams, P&L and budget ownership, agency and vendor management, board and leadership workshops, change management	Evidence in Merz 2024–26	Evidence in VP 2020–24	No claim in Exec Dir 2014–20	Evidence in Dir / Sr Dir 2010–14	No claim in Launch 2008–10	Evidence in Systems + Lab 1999–08	9 lines
Led global digital strategy for the neurology portfolio: XEOMIN, plus INBRIJA, AMPYRA and FAMPYRA after Merz acquired them from Acorda; US, Canada and EMEA; cross-functional team of 12; full P&L accountability for a €7M annual digital budget, including agency and vendor management.Global Head, Digital Strategy · Merz Therapeutics · Jul 2024 – Aug 2026 Led the company-wide AI roadmap strategy and drove adoption through company-wide AI training.Global Head, Digital Strategy · Merz Therapeutics · Jul 2024 – Aug 2026 Responsible for the company-wide Veeva CRM to Vault migration strategy: business case, request for proposal (RFP), technical harmonization and cutover plan with Commercial, IT, Marketing and Medical.Global Head, Digital Strategy · Merz Therapeutics · Jul 2024 – Aug 2026 Organized the worldwide Digital Summit to align stakeholders on digital vision, key performance indicators (KPIs) and governance for Customer 360 and omnichannel readiness.Global Head, Digital Strategy · Merz Therapeutics · Jul 2024 – Aug 2026 Led the digital and omnichannel campaigns behind INBRIJA and AMPYRA combined net sales of over $100 million per year, partnering with brand strategy and planning teams.Vice President, Digital Strategy & Innovation · Acorda Therapeutics · Jul 2020 – Jul 2024 Built the in-house digital marketing team.Sr. Director, Corporate Digital Strategy & Innovation · Acorda Therapeutics · Jun 2012 – Nov 2014 Introduced the organization to digital strategy through board and senior leadership workshops and corporate planning.Director, Corporate Digital Marketing Strategy · Acorda Therapeutics · Jun 2010 – Jun 2012 Advised the C-suite and executive IT on software infrastructure: financial systems, IT management, intranet and HRIS.Business Systems Architect · Acorda Therapeutics · Jan 2005 – Oct 2008 Provided surgical support for the spinal cord injury and neuronal tracer programs, and chaired IACUC.Research Associate · Acorda Therapeutics · Nov 1999 – Nov 2000
2	AI roadmaps, next-best-action, GenAI, AI training at scale	Evidence in Merz 2024–26	Evidence in VP 2020–24	No claim in Exec Dir 2014–20	No claim in Dir / Sr Dir 2010–14	No claim in Launch 2008–10	No claim in Systems + Lab 1999–08	2 lines
Led the company-wide AI roadmap strategy and drove adoption through company-wide AI training.Global Head, Digital Strategy · Merz Therapeutics · Jul 2024 – Aug 2026 AI-driven next-best-action models on CRM and sales data that improved targeting and lifted HCP sales conversions.Vice President, Digital Strategy & Innovation · Acorda Therapeutics · Jul 2020 – Jul 2024
3	Customer data platform (CDP), customer journey orchestration, GDPR data governance, analytics and attribution, Veeva CRM and Vault	Evidence in Merz 2024–26	Evidence in VP 2020–24	Evidence in Exec Dir 2014–20	No claim in Dir / Sr Dir 2010–14	Evidence in Launch 2008–10	Evidence in Systems + Lab 1999–08	11 lines
Led the global analytics platform and strategy: modernized the analytics framework for unified reporting across all brands and markets, and designed a common attribution model integrating sales, CRM and digital data across the EU and US.Global Head, Digital Strategy · Merz Therapeutics · Jul 2024 – Aug 2026 Led customer journey orchestration across HCP and patient channels, built on a CDP with GDPR-compliant data governance.Global Head, Digital Strategy · Merz Therapeutics · Jul 2024 – Aug 2026 Responsible for the company-wide Veeva CRM to Vault migration strategy: business case, RFP, technical harmonization and cutover plan with Commercial, IT, Marketing and Medical.Global Head, Digital Strategy · Merz Therapeutics · Jul 2024 – Aug 2026 Organized the worldwide Digital Summit to align stakeholders on digital vision, KPIs and governance for Customer 360 and omnichannel readiness.Global Head, Digital Strategy · Merz Therapeutics · Jul 2024 – Aug 2026 AI-driven next-best-action models on CRM and sales data that improved targeting and lifted HCP sales conversions.Vice President, Digital Strategy & Innovation · Acorda Therapeutics · Jul 2020 – Jul 2024 Corporate intranet and medical apps, and digital solutions for clinical trial recruitment.Executive Director, Digital Strategy & Innovation · Acorda Therapeutics · Dec 2014 – Jul 2020 Set up the Medical, Legal and Regulatory (MLR) promotional review program and advised on salesforce automation tools.Assistant Director, Marketing · Acorda Therapeutics · Oct 2008 – Jun 2010 Advised the C-suite and executive IT on software infrastructure: financial systems, IT management, intranet and HRIS.Business Systems Architect · Acorda Therapeutics · Jan 2005 – Oct 2008 Served as the liaison between IT and Commercial for Ampyra and Zanaflex Capsules.Business Systems Architect · Acorda Therapeutics · Jan 2005 – Oct 2008 Managed IT projects from helpdesk operations to mobile device management and internal software development.Project Manager, Technology · Acorda Therapeutics · Nov 2000 – Jan 2005 Ran the histology and pathology lab: H&E staining, immunofluorescence and marker studies, and the SOP library.Research Associate · Acorda Therapeutics · Nov 1999 – Nov 2000
4	Brand strategy and planning, launches, connected TV (CTV) and direct-to-consumer (DTC), testimonial video, lead generation	No claim in Merz 2024–26	Evidence in VP 2020–24	Evidence in Exec Dir 2014–20	Evidence in Dir / Sr Dir 2010–14	Evidence in Launch 2008–10	Evidence in Systems + Lab 1999–08	11 lines
Led the digital and omnichannel campaigns behind INBRIJA and AMPYRA combined net sales of over $100 million per year, partnering with brand strategy and planning teams.Vice President, Digital Strategy & Innovation · Acorda Therapeutics · Jul 2020 – Jul 2024 Three CTV commercials for INBRIJA (two branded, one unbranded) as part of the DTC program, placed cost-efficiently on streaming services against custom targeting profiles.Vice President, Digital Strategy & Innovation · Acorda Therapeutics · Jul 2020 – Jul 2024 Led all Acorda medical congresses with Medical Affairs, with interactive, gamified booths and HCP data capture for follow-up.Vice President, Digital Strategy & Innovation · Acorda Therapeutics · Jul 2020 – Jul 2024 INBRIJA patient testimonial video program, and direct-to-consumer Facebook lead-generation campaigns for the Parkinson's audience.Vice President, Digital Strategy & Innovation · Acorda Therapeutics · Jul 2020 – Jul 2024 INBRIJA and AMPYRA consistently exceeded annual sales targets.Executive Director, Digital Strategy & Innovation · Acorda Therapeutics · Dec 2014 – Jul 2020 Directed digital, media and social projects across brand and corporate, with Ampyra as the lead brand.Sr. Director, Corporate Digital Strategy & Innovation · Acorda Therapeutics · Jun 2012 – Nov 2014 Integrated digital with core marketing and drove a digital-first corporate ethos around Ampyra.Director, Corporate Digital Marketing Strategy · Acorda Therapeutics · Jun 2010 – Jun 2012 Led launch marketing for Ampyra and Zanaflex Capsules: eCRM, website development and digital promotion.Assistant Director, Marketing · Acorda Therapeutics · Oct 2008 – Jun 2010 Ran live events and HCP conventions (AAN, CMSC) and MS walks for both brands.Assistant Director, Marketing · Acorda Therapeutics · Oct 2008 – Jun 2010 Set up the MLR promotional review program and advised on salesforce automation tools.Assistant Director, Marketing · Acorda Therapeutics · Oct 2008 – Jun 2010 Served as the liaison between IT and Commercial for Ampyra and Zanaflex Capsules.Business Systems Architect · Acorda Therapeutics · Jan 2005 – Oct 2008
5	Patient apps, patient support and adherence programs, eCRM, HCP engagement, congresses with Medical Affairs	Evidence in Merz 2024–26	Evidence in VP 2020–24	Evidence in Exec Dir 2014–20	Evidence in Dir / Sr Dir 2010–14	Evidence in Launch 2008–10	No claim in Systems + Lab 1999–08	13 lines
Led customer journey orchestration across HCP and patient channels, built on a CDP with GDPR-compliant data governance.Global Head, Digital Strategy · Merz Therapeutics · Jul 2024 – Aug 2026 His team owned a digital health app for home-based post-stroke spasticity rehab, built with HCPs in France, which went on to launch with the World Stroke Organization in Nigeria and Sierra Leone.Global Head, Digital Strategy · Merz Therapeutics · Jul 2024 – Aug 2026 Developed patient support and adherence programs designed to reduce treatment dropout by 15%, with all assets, processes and approvals ready for market rollout.Global Head, Digital Strategy · Merz Therapeutics · Jul 2024 – Aug 2026 Led a migraine digital health strategy with industry partners, and a global Parkinson's disease patient acquisition and adherence program.Global Head, Digital Strategy · Merz Therapeutics · Jul 2024 – Aug 2026 Led the digital and omnichannel campaigns behind INBRIJA and AMPYRA combined net sales of over $100 million per year, partnering with brand strategy and planning teams.Vice President, Digital Strategy & Innovation · Acorda Therapeutics · Jul 2020 – Jul 2024 Led all Acorda medical congresses with Medical Affairs, with interactive, gamified booths and HCP data capture for follow-up.Vice President, Digital Strategy & Innovation · Acorda Therapeutics · Jul 2020 – Jul 2024 INBRIJA patient testimonial video program, and direct-to-consumer Facebook lead-generation campaigns for the Parkinson's audience.Vice President, Digital Strategy & Innovation · Acorda Therapeutics · Jul 2020 – Jul 2024 Digital innovation for clinical trial recruitment.Vice President, Digital Strategy & Innovation · Acorda Therapeutics · Jul 2020 – Jul 2024 Brand site redesigns, advanced eCRM rollouts, and patient mobile apps that improved treatment adherence.Executive Director, Digital Strategy & Innovation · Acorda Therapeutics · Dec 2014 – Jul 2020 Corporate intranet and medical apps, and digital solutions for clinical trial recruitment.Executive Director, Digital Strategy & Innovation · Acorda Therapeutics · Dec 2014 – Jul 2020 Directed digital, media and social projects across brand and corporate, with Ampyra as the lead brand.Sr. Director, Corporate Digital Strategy & Innovation · Acorda Therapeutics · Jun 2012 – Nov 2014 Led launch marketing for Ampyra and Zanaflex Capsules: eCRM, website development and digital promotion.Assistant Director, Marketing · Acorda Therapeutics · Oct 2008 – Jun 2010 Ran live events and HCP conventions (AAN, CMSC) and MS walks for both brands.Assistant Director, Marketing · Acorda Therapeutics · Oct 2008 – Jun 2010

Outcomes register

Outcomes register
Outcome	Capability	Role
INBRIJA and AMPYRA combined net sales of over $100 million per year, driven by the digital campaigns he led	Launch and brand marketing	Vice President, Digital Strategy & Innovation Acorda Therapeutics
Global digital strategy for the Merz neurology portfolio (XEOMIN, INBRIJA, AMPYRA, FAMPYRA) across the US, Canada and EMEA, with a team of 12 and full P&L accountability for a €7M budget	Leadership and change	Global Head, Digital Strategy Merz Therapeutics
Led the company-wide AI roadmap strategy at Merz and drove adoption through company-wide AI training	AI strategy and adoption	Global Head, Digital Strategy Merz Therapeutics
Digital health app: his team owned and built a post-stroke rehabilitation app with HCPs in France. Merz then launched it with the World Stroke Organization for 200 patients in Nigeria and a 30-patient pilot in Sierra Leone	Digital health and omnichannel engagement	Global Head, Digital Strategy Merz Therapeutics
AI next-best-action models built on CRM and sales data, which lifted HCP sales conversions and gave reps next-best-action recommendations	AI strategy and adoption	Vice President, Digital Strategy & Innovation Acorda Therapeutics
Three connected TV commercials for INBRIJA (two branded, one unbranded), placed on streaming TV against custom targeting profiles	Launch and brand marketing	Vice President, Digital Strategy & Innovation Acorda Therapeutics
Built Acorda's in-house digital marketing team	Leadership and change	Sr. Director, Corporate Digital Strategy & Innovation Acorda Therapeutics
Led launch marketing for Ampyra and Zanaflex Capsules, and set up the MLR promotional review program	Launch and brand marketing	Assistant Director, Marketing Acorda Therapeutics

Career

2024 – 2026 · Global

Global Head, Digital Strategy

Merz Therapeutics · Jul 2024 – Aug 2026 · Raleigh, NC / Frankfurt, DE

Led global digital strategy for the neurology portfolio: XEOMIN, plus INBRIJA, AMPYRA and FAMPYRA after Merz acquired them from Acorda; US, Canada and EMEA; cross-functional team of 12; full P&L accountability for a €7M annual digital budget, including agency and vendor management.
Led the company-wide AI roadmap strategy and drove adoption through company-wide AI training.
Led the global analytics platform and strategy: modernized the analytics framework for unified reporting across all brands and markets, and designed a common attribution model integrating sales, CRM and digital data across the EU and US.
Led customer journey orchestration across HCP and patient channels, built on a CDP with GDPR-compliant data governance.
Responsible for the company-wide Veeva CRM to Vault migration strategy: business case, RFP, technical harmonization and cutover plan with Commercial, IT, Marketing and Medical.
His team owned a digital health app for home-based post-stroke spasticity rehab, built with HCPs in France, which went on to launch with the World Stroke Organization in Nigeria and Sierra Leone.
Developed patient support and adherence programs designed to reduce treatment dropout by 15%, with all assets, processes and approvals ready for market rollout.
Led a migraine digital health strategy with industry partners, and a global Parkinson's disease patient acquisition and adherence program.
Organized the worldwide Digital Summit to align stakeholders on digital vision, KPIs and governance for Customer 360 and omnichannel readiness.

2014 – 2024 · Innovation Leadership

Vice President, Digital Strategy & Innovation

Acorda Therapeutics · Jul 2020 – Jul 2024 · Ardsley, NY

Led the digital and omnichannel campaigns behind INBRIJA and AMPYRA combined net sales of over $100 million per year, partnering with brand strategy and planning teams.
Three CTV commercials for INBRIJA (two branded, one unbranded) as part of the DTC program, placed cost-efficiently on streaming services against custom targeting profiles.
AI-driven next-best-action models on CRM and sales data that improved targeting and lifted HCP sales conversions.
Led all Acorda medical congresses with Medical Affairs, with interactive, gamified booths and HCP data capture for follow-up.
INBRIJA patient testimonial video program, and direct-to-consumer Facebook lead-generation campaigns for the Parkinson's audience.
Digital innovation for clinical trial recruitment.

Executive Director, Digital Strategy & Innovation

Acorda Therapeutics · Dec 2014 – Jul 2020 · Ardsley, NY

INBRIJA and AMPYRA consistently exceeded annual sales targets.
Brand site redesigns, advanced eCRM rollouts, and patient mobile apps that improved treatment adherence.
Corporate intranet and medical apps, and digital solutions for clinical trial recruitment.

2008 – 2014 · Going Digital

Sr. Director, Corporate Digital Strategy & Innovation

Acorda Therapeutics · Jun 2012 – Nov 2014 · Ardsley, NY

Built the in-house digital marketing team.
Directed digital, media and social projects across brand and corporate, with Ampyra as the lead brand.

Director, Corporate Digital Marketing Strategy

Acorda Therapeutics · Jun 2010 – Jun 2012 · Hawthorne, NY

Introduced the organization to digital strategy through board and senior leadership workshops and corporate planning.
Integrated digital with core marketing and drove a digital-first corporate ethos around Ampyra.

Assistant Director, Marketing

Acorda Therapeutics · Oct 2008 – Jun 2010 · Hawthorne, NY

Led launch marketing for Ampyra and Zanaflex Capsules: eCRM, website development and digital promotion.
Ran live events and HCP conventions (AAN, CMSC) and MS walks for both brands.
Set up the MLR promotional review program and advised on salesforce automation tools.

2000 – 2008 · The Systems Years

Business Systems Architect

Acorda Therapeutics · Jan 2005 – Oct 2008 · Hawthorne, NY

Advised the C-suite and executive IT on software infrastructure: financial systems, IT management, intranet and HRIS.
Served as the liaison between IT and Commercial for Ampyra and Zanaflex Capsules.

Project Manager, Technology

Acorda Therapeutics · Nov 2000 – Jan 2005 · Hawthorne, NY

Managed IT projects from helpdesk operations to mobile device management and internal software development.

1994 – 2000 · The Lab

Research Associate

Acorda Therapeutics · Nov 1999 – Nov 2000 · Hawthorne, NY

Ran the histology and pathology lab: H&E staining, immunofluorescence and marker studies, and the SOP library.
Provided surgical support for the spinal cord injury and neuronal tracer programs, and chaired IACUC.

B.S., Biotechnology

Fordham University · 1989 – 1994

Podiatric Medicine

New York College of Podiatric Medicine · 1994 – 1997

Recognition, education and publications

Awards

2015 PM360 ELITE Digital Crusader
2013 Nielsen Norman Group Intranet Award
2012 Two MM&M Silver Awards, including Best Branded Website for AMPYRA.com
2012 PM360 Trailblazer Award, best professional advertising campaign
2012 Pharma Choice Awards, Ampyra.com
2011 Web Marketing Association, Outstanding Achievement in Website Development, acorda.com

Education and certifications

B.S., Biotechnology, Fordham University, 1989 – 1994
Podiatric Medicine, New York College of Podiatric Medicine, 1994 – 1997
Certificate, Marketing Analytics, University of Virginia, 2020
Change Management Professional Certificate (LinkedIn Learning)
GPT-4 Foundations: Building AI-Powered Apps
FAA Part 107 Remote Pilot Certificate (licensed commercial drone pilot)

Publications

“It’s Not Always the Size That Counts in Internal Communication”, Simply Communicate, Jan 2013
“A Walk to Remember”, Exhibitor Magazine, 2011
“This Revolution Won’t Be Televised”, PharmaVoice, Sep 2010

Affiliations

Member: Digital Health Coalition · American Marketing Association · AAAS

Contact

Open to a full-time executive role, and to advisory work in pharma digital and AI.

LinkedIn Email Download PDF

LinkedIn: www.linkedin.com/in/michaelrrusso/ · michael-russo.com

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