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Al Kenney

on 23 April 2012. Posted in Authors

Founder and President, Alpha 1C

Al Kenney Founder and PresidentAl Kenney has 25 years’ experience in sales, marketing, and analytics within the pharmaceutical, OTC, food, direct marketing, and software industries. Al’s expertise lies in the areas of marketing, sales, business process redesign & reporting, software application design, software implementation, and forecasting, all focused on the analysis & measurement of marketing and sales performance and spending.

Al is the founder of Alpha 1C a Strategic Consulting and Analytics Company which has quickly become known for innovation in the pharma industry. Al specializes in evaluating sales and marketing spend, developing reporting and easy to use modeling analytical tools to be used for both sales and marketing purposes. The company is focused on bringing game changing solutions to pharma marketers, redefining the way they go to market with their products. Al brings extensive experience in marketing, sales, sales operations, analytics and technology across many industries.

Al has developed many analytical modeling tools for Alpha 1C including his industry leading “Patient Incentive Optimal Offer Model” which forecasts the outcomes of patient discount programs (co-pay cards web offers etc.). He also developed the DTC Readiness Geo Targeting Model which PM 360 Magazine named one of the most innovative pharma marketing products of 2012. The model combines a variety of available market-specific data which it transforms into a flexible analytical tool. This tool helps brand marketers forecast, prioritize and target the domestic or international markets where probability for successful launch, advertising, and growth is greatest. The tool thus helps manufacturers pinpoint marketing, advertising and sales force focus.

Before Alpha, Al was a Partner at M2WW, a communications and consulting firm which specialized in global relationship marketing. At M2, Al helped pharmaceutical and bio-technology marketers plan business building and relationship marketing programs through a strategic, well documented, and easily measured process. Al worked through many industry partnerships to identify growth opportunities for its current and potential clients based on a strategic approach to building long term relationships via non-traditional channels. This approach delivered scalable, measurable and repeatable program successes for his client’s.

Prior to M2WW, Al spent 8 years is the software industry (supply chain, and analytics). He owned and operated Performance Wave a company focused on predictive analytics and category management. Performance Wave, Inc. was the first company in the retail industry to develop a web based application which could be updated through the internet and solved complex issues on the retail shelves. Performance Wave was sold in 1999.

After Performance Wave Al became the General Manager for Demantra Inc. the leading provider of advanced analytics (financial program measurement and supply chain software). Al was responsible for running all aspects of the business including, product management & development, sales, and business & alliance development. While there, Al has worked with many of the world’s leading pharma, and CPG companies such as J&J, P&G, Coca-Cola, Novartis, Gillette, L’Oreal, Pfizer, Colgate-Palmolive, Revlon, Clorox, and Hershey’s. Demantra was sold to Oracle in 2006.

Al also spent some time at Imagitas (US Postal Service), a direct marketing company in Boston, MA. While there Al worked with Imagitas’ largest customers including Home Depot, Lowe’s, Staples, and PODS developing a standardized reporting process and evaluating their customer acquisition and retention programs. Al also developed custom programs to help acquire new customers, track their progress in the program, and measure the program component’s effectiveness and ROI by developing software models which used different measurement criteria and allowed for rapid adjustment and reallocation of funding.

Al began his career at Wyeth where he spent 10 years and held a variety of sales, and sales management positions before eventually being promoted to HQ and holding several internal sales operations management positions. He went on to run their COE and business analytics department, and worked very closely with marketing.

Al also spent almost 7 years at Proctor and Gamble where he ran their sales operations, customer partnering and category management departments for their feminine protection and paper categories. There he was given two industry technology awards for excellence for his work developing sales tool from two major industry magazines.

Al is frequent speaker at many pharma and technology industry conferences both in the USA and internationally on topics including: “How to put together an effective physician and patient RM programs”, “How to plan and structure your Patient Incentive Discount program”, “How to get the most out of your Marketing, Trade and Consumer dollars”, “How to properly budget, forecast, and evaluate of your spending, and “How to put together effective customer and program P & L’s”.

Al has written numerous articles for PM 360, European Pharma Marketing, GMA Forum, CRM & CGT (consumer goods technology) magazines and was also regularly featured as an “industry expert” on “retail wire” the #1 daily website in the USA for the food and OTC drug industries.

Al received his BS degree in both marketing and management information systems from Ramapo College of NJ. He also attended The Kellogg School of Business. He currently resides in Connecticut with his wife Lauren. He owns a historic home, is big into antiques, is an avid golfer, and is an experienced instrument rated pilot who owns his own aircraft.