Our Team

Most healthcare marketers experience one - maybe two - brand name development projects in their entire career.  The OptiBrand Rx team brings the experience of nearly 1,000 global brand naming initiatives to every assignment!  Our naming experience spans the successful development of nonproprietary names, therapeutic category names, clinical trial names, brand names, and corporate identities.  

The OBRx team has proven success in developing some of the world’s best-known and most successful healthcare brand names. Our clients are our sole priority.  When engaging with OptiBrand Rx, every member of our team becomes an extension of your team.


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ROBERT RECOBS, M.S., R.Ph.
PRESIDENT & CEO

Rob is an innovator and trusted branding partner.  His extensive biopharmaceutical career has focused on new product commercialization, strategic communication and brand building.
  
An experienced leader in new product commercialization, Rob has played a pivotal marketing role in nearly 1,000 global prescription branding initiatives and over a dozen global product launches in a variety of indications and therapeutic areas.  

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DOMINICK CIRIGLIANO
EVP, STRATEGIC RESEARCH

Dominick is responsible for core strategic services in brand positioning and brand name development, and brings more than fifteen years of experience to his position. With a unique 360-degree marketing experience, Dominick brings perspectives to projects not traditionally available from research consultancies.

He’s worked with clients to develop innovative solutions to their Brand Strategy, Nomenclature Development and Market Research needs.

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ANDREW CAMPBELL
VP, BRAND ENGAGEMENT

With more than 30 years of experience in developing and nurturing strategic client relationships, Drew is responsible for business development and client management activities at OptiBrandRx.

Drew’s diverse experience spans a range of entrepreneurial endeavors in manufacturing, digital design, innovation, brand design, and Rx regulatory.  His portfolio of client relationships ranges from Rx and OTC to CPG to hard goods and durables.   Drew has partnered closely with a wide range of clients – from start-ups to Fortune 500 - to develop innovative thinking across key consumer and retailer touch points. 

GEORGES GED
MANAGING DIRECTOR, BRAND ENGAGEMENT (CANADA)

As a seasoned industry veteran, Georges is responsible for managing all business development and client management activities in Canada. Additionally, Georges serves as an executive director on the board of the Pharmaceutical Marketing Club of Quebec (PMCQ).

With more than 20 years of experience in the healthcare industry, Georges has held various positions with increasing responsibilities within the pharmaceutical and medical device space fulfilling marketing & sales assignments in different markets and multiple therapeutic areas with Merck, Pfizer, AbbVie, Teva and most recently Otsuka.

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SUMIT AGRAWAL
DIRECTOR, BRAND ENGAGEMENT (Global)

Sumit is responsible for all creative activities (internal and external), as well as maintaining long-term relationships with healthcare client teams.  With a strong background in brand strategy, he brings a fresh perspective to each and every Rx project.

Sumit has held various marketing driven roles within pharma/non-pharma with companies such as AstraZeneca, The Dow Chemical Company, and Apple.  Sumit has an eye for detail and can pull from his diverse experience to drive his client’s brands to strategic excellence.
 

ALISON B. CADY
STRATEGIST, SPECIAL PROJECTS

Alison operates our sister company, Oxygen Brand Group.  She liaises with the OptiBrand team as a strategist on select projects. With over 15 years of healthcare and consumer marketing experience, she has spearheaded projects that range in scope from the development and implementation of positioning platforms for emerging brands to the assessment and re-positioning of established brands. Her areas of expertise include Research and Insights, Brand Strategy and Positioning, Brand Identity, Brand Purpose and Brand Analysis.

Alison loves a strategic challenge and her motto is “It may not be easy, but it will be worth it.”

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BARBARA MAVRIGIANNAKIS
DIRECTOR, LEGAL & TRANSLATION (CANADA)

Barbara manages the legal and translation division of OptiBrand's Canadian office based in Lasalle, QC. A lawyer by trade, Barbara provides OptiBrand with brand positioning linguistics, Health Canada brand naming guidance, and trademark expertise.

Formerly an attorney in a Montreal top-tier law firm, she has degrees from McGill University, University of Montreal, and University of Sherbrooke. Barbara studied Health Sciences, International Development, Political Science and Law. She is also fluent in French, English, Greek, and Spanish.


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