Carryn Sherman
Sydney,NSW
Summary
Results-driven marketer within the consumer healthcare and beauty sectors, with a proven track record in strategic marketing and brand management. Successfully led high-impact campaigns, leveraging analytical skills and creative problem-solving to drive brand growth and exceed sales targets.
Overview
20
20
years of professional experience
Work History
Senior Brand Manager
AbbVie Pharmaceuticals
05.2025 - Current
- Responsible for the marketing and brand uplift for Refresh and Optive brands within the OTC eyecare market.
- Developed comprehensive brand strategies and tactical plans for the Refresh and Optive brands, aligning with market trends and consumer insights.
- Led cross-functional teams in executing high-impact marketing campaigns across multiple channels, such as Chemist Warehouse, TerryWhite Chemart, and Priceline pharmacies. The Refresh cashback campaign for 2025 achieved the highest-ever growth and sell-through for the brand.
- Conducted an in-depth market research analysis to identify who the Refresh consumer is and which value driver is important. Commissioned IQVIA to conduct a brand health study within the competitive landscape of eye care.
- Implemented budget planning strategies to realign the promotional expenditure to consumer marketing activities only.
- Monitored competitor activities and trends to inform strategic brand positioning.
- Trained and mentored a junior brand manager to enhance team capabilities and performance.
- Collaborated with external agencies and onboarded a new creative agency to develop creative assets that resonate with target audiences within the OTC landscape.
- Present brand performance reports to senior leadership, highlighting key insights, and recommendations.
- Created innovative campaigns, leveraging digital channels to reach target audiences, and launched the biggest digital campaign for Refresh to date.
Brand Manager
Inova Pharmaceuticals
Sydney
02.2024 - 04.2025
- Managed the onboarding of a global brand, Betadine, into Inova’s product portfolio by delivering the Throat campaign for Winter 2024.
- Delivered ATL and BTL digital campaigns, and out-of-home executions targeting consumers, pharmacists, and assistants, resulting in an integrated marketing plan.
- Developed and implemented business plans, translating 5-year strategies into actionable annual plans, enabling the Betadine brand to outgrow the category and achieve double-digit sales growth across multiple sub-segments, including throat and wound.
- Delivered sales aids and product guides for Betadine Throat & Wound within the compliance mindset.
- Delivered a full suite of digital assets, a website, and product tool selectors across Throat & Wound.
- Actively involved in distribution and ranging drives within pharmacy and FMCG grocery outlets, such as Coles and Woolworths.
- Worked cross-functionally in the activation of the annual brand plan and tactical plan for Betadine Throat & Wound.
- Full management of Betadine’s A&P, sales budget, forecast, and excess stock management.
- Led new product development, including new packaging, range extension launches, and manufacturing site changes.
- Launched the claim, "Kill germs within 30 seconds," in consultation with external regulatory and marketing bodies.
- Successfully launched Betadine Sore Throat Gargle 500 mL, Betadine Antiseptic Solution 500 mL, and Betadine Anaesthetic, Anti-Inflammatory, and Antibacterial Lozenges range.
Senior Brand Manager
Cipla Pharmaceutical
Cape Town
02.2012 - 09.2023
- OTC Portfolio Management, Consumer Healthcare.
- Marketing of complementary and alternative medicines.
- Increased product awareness through innovative sales and doctor-detailing strategies.
- Brand management in pharmacies and FMCG retailers such as Checkers, Pick n Pay, and Shoprite.
- Developed product documentation to communicate key brand benefits and positioning.
- Management of the A&P spend, sales budget, and P&L.
- Successfully led brands to achieve R200 million.
- Successfully introduced the Cipla brand marketing into South Africa’s informal market.
- Identified opportunities for first-to-market generics.
- Innovated new product launches within the guidelines of complementary medicines (NPD).
Brand Manager
Coty
Cape Town, RSA
08.2008 - 01.2012
- Developed campaigns and promotional offers for department stores and FMCG.
- Ensured the alignment of seasonal trends and new launches.
- Developed product documentation and launch kits for external and internal stakeholders.
Portfolio management of the Coty celebrity portfolio consisting of Lady Gaga, David Beckham, Celine Dion, Halle Berry. - Managed A&P spend and P&L.
- Successful launch of new fragrances in line with the international standards of Coty.
Market Development Specialist
Clarins Groupe
Cape Town, RSA
07.2006 - 08.2008
- Identified appropriate marketing channels and target customers for campaigns.
- Created customized marketing campaigns and training seminars to increase brand awareness.
- Researched and evaluated potential new clients through brand partnerships.
- Executed the marketing plan delivered by the marketing team.
- Coordinated the execution of point of sale, center court promotion, and new launches.
- Trained new clients and beauty advisors on product benefits.
Education
Bachelor of Commerce - Business Management
Nelson Mandela Metropolitan University
South AfricaSkills
- Consumer healthcare brand strategy
- Budget management
- In-store and digital marketing
- Product development and packaging
- Pharmacy and grocery activations
Accomplishments
Nominee, Marketer of the Year 2025, Inova Pharmaceutical
Timeline
Senior Brand Manager
AbbVie Pharmaceuticals
05.2025 - Current
Brand Manager
Inova Pharmaceuticals
02.2024 - 04.2025
Senior Brand Manager
Cipla Pharmaceutical
02.2012 - 09.2023
Brand Manager
Coty
08.2008 - 01.2012
Market Development Specialist
Clarins Groupe
07.2006 - 08.2008
Bachelor of Commerce - Business Management
Nelson Mandela Metropolitan University