In the Life of Jane Krymsky

Consultant, Marketing Strategies

Overview

Jane started as an Associate Consultant at Rosetta and is now a Consultant.  In her first year in her Consultant role at Rosetta, Jane has worked in the Healthcare and Consumer Packaged Goods verticals, leveraging her quantitative skill set and passion for marketing to bring insights and measurable impact to clients around the world.  Along the way, she has helped shape an award-winning multinational CRM program for one of the world's largest contact lens manufacturers and played an integral role in defining a fact-based view into the drivers of adherence to drug therapy across multiple therapeutic categories. 

In my first project here at Rosetta, I've had a chance to see firsthand the transformational impact Rosetta's data-driven segmentation can have on the business of a client.  Our initial task was to understand the drivers of product choice in the contact lens category, and we have since integrated the segmentation insights into every component of the client's business, spanning both consumer and professional efforts, online and offline initiatives. As a result, we drove a 600% increase in the brand's ask rate and over $30MM in incremental NPV.  My role on the project has evolved from responsibility for the core analytics and database management to a larger role in project management and client leadership.  Currently, I am leading a European expansion of the program, coordinating multiple European agencies to propel the program from the creative execution to measurement and continuous program optimization.

My particular interest in healthcare next led me to a project that sought to uncover the "healthcare personality" of patients in their adherence behavior and approach to medicating―one of the single most intractable and at the same time lucrative questions in the pharmaceutical industry.  As the junior-most member on this team, my core responsibility was to develop and implement the analyses needed to understand a complicated dataset of longitudinal claims data.  Because Rosetta had never tackled a similar problem, part of what was exciting about the project was testing and developing statistical and analytical processes needed to address the client's particular business questions.  The result was the first behaviorally backed view of patients' adherence behavior, which was widely embraced and is currently being implemented across the client's organization.

The past two years here at Rosetta have been a tremendous experience for me both personally and professionally.  I have made close friends here and continue to have fun trying to "crack" the business challenges our clients present us with every day.