Commercializing a cold-chain solution to transport COVID vaccines
At Avery Dennison, I supported the EMEA commercialization of ThermaVIP+, a reinforced vacuum-insulation solution for temperature-controlled pharmaceutical packaging. I translated technical performance into customer segmentation, positioning, pricing, competitive narratives and launch tools for pharmaceutical customers.
Alongside go-to-market execution, I coordinated inbound transport from China by air and sea and managed claims when issues arose. The launch generated $500K in revenue in its first year.
European Graduate Program, Product Manager and Sales Manager · Oegstgeest, Netherlands · October 2021–September 2023
At a glance
$500K
Revenue generated in the first year after launch
Air + sea
Inbound transport coordinated from China
EMEA
Commercialization scope
Pharma
Primary direct-customer segment
Turning performance into a commercial proposition
Business challenge
COVID-19 turned temperature-controlled transport into an urgent, high-stakes commercial problem. Pharmaceutical companies needed to protect sensitive products while increasing payload, extending transit windows and controlling cost and waste.
ThermaVIP+ offered differentiated thermal performance, compactness, resilience and reusability. The commercialization challenge was to translate those capabilities into a proposition customers and sales teams could act on while ensuring the product reached the EMEA market reliably.
My responsibility
Within Avery Dennison’s European Graduate Program, my remit connected product marketing with launch operations. I developed segmentation, positioning, value propositions, competitive comparisons, pricing and the commercial narrative.
I created sales decks, product sheets, training, web and email content and sample materials; supported pharmaceutical customers directly; coordinated air and sea shipments from China; and handled claims when issues arose.
Turning technical performance into customer value
Packaging volume for the same 15 L payload
72-hour air shipment · 2–8 °C
From positioning to operational execution
What I translated into launch-ready execution
Positioning system
Customer segmentation, value propositions, messaging hierarchy, competitor comparisons, pricing logic and the pitch narrative.
Commercial launch kit
Sales deck, product sheet, sales training, website and email content and samples for customer engagement.
Launch operations
Air and sea transport coordination from China, direct pharmaceutical customer support and claim handling when issues arose.
How the launch translated into value
$500K first-year revenue
The EMEA launch generated $500K in revenue during its first year.
EMEA commercialization
Positioning, pricing, sales enablement and campaign materials supported pharmaceutical customer engagement across the region.
GTM connected to operations
Customer engagement, transport coordination and claim resolution connected the commercial proposition with the realities of delivering a technical product.
Published applications of the product
These Avery Dennison customer cases demonstrate how ThermaVIP+ was applied in the market.
CAPABILITIES
What this work demonstrates
01 · Positioning and messaging
02 · Customer segmentation
03 · Competitive and pricing strategy
04 · Sales enablement
05 · Product launch
06 · Technical storytelling
07 · Cross-functional execution
08 · Launch operations and claims