About Us

Our Misson

Strategy Digitizers

AvenueBio are dedicated to take biopharma’s commercial strategy development & planning processes into a digital future.

More specifically we are enabling our clients to become or stay at the competitive edge by developing outstanding strategic decision making frameworks.

Collaborative Team

Our Core Team

Coming together is a beginning.
Keeping together is progress.
Working together is success.

Michael Craig

Michael Craig

Co-Founder

AvenueBio are on a mission to simplify brand strategy development and planning using the latest academic thinking, practical experience and cloud-based technologies.

Developing impactful brand strategy, needs teams to work through a well considered, practical set of challenging questions. With advances in digital technology, we believe we can simplify and improve brand strategy development and planning to maximize plan impact and minimize wasted effort.

Daniel Kohlstaedt

Daniel Kohlstaedt

Co-Founder

Daniel is an experienced, effective, results driven senior commercial professional in the Pharmaceutical industry. His focus has been on Product Marketing in proprietary and branded generic Rx business from small to large corporations.

He has significant experience in local, regional and global sales and marketing and in-house marketing consultancy experience along with diversified business competencies in contract manufacturing and portfolio management.

Daniel has demonstrated successful project and people management skills, both in direct and matrix organizational settings. He is now on a mission at AvenueBio to change brand strategy development and planning in a digital data world.

Alasdair Williams

Alasdair Williams

Associate Partner

Alasdair has worked in the pharmaceutical industry for 20 years in strategic marketing and commercial leadership positions. He has worked with both primary and specialist care brands at all stages of the product lifecycle from phase II.

His areas of expertise include launch excellence, strategic planning, supply chain management and tendering, and working with clients on the development and execution of brand strategy globally. Alasdair has deep therapy area knowledge in vaccines and immunology, haemato-oncology and oncology, and biosimilars

Tracy Baker

Tracy Baker

Senior Consultant

Tracy has more than 15 years of marketing experience in the pharmaceutical industry, from launching and managing brands locally through to strategic marketing consultancy at a regional and global level.

Tracy has worked in primary care and speciality with specific expertise in Brand Planning and Launch Excellence.

Steve Grundy

Steve Grundy

Marketing and Business Insights Expert

Steve is a marketing and business insights professional with more than 30 years’ experience in pharma, medical devices and the animal health industries.

Steve spent 15 years in sales and marketing positions at Boehringer Ingelheim, Fisons and Parke-Davis before moving into business insights. He then held senior divisional leadership and consultancy roles at GFK Martin Hamblin and Marketing Sciences, guiding strategy for pre and post launch brands across a wide range of disease areas and geographies.

Steve most enjoys uncovering and orienting strategy to unmet needs and has particular interest in segmentation, positioning, competitive strategy development and brand planning.

Ian Harris

Ian Harris

Senior Developer

Ian is a web developer with over 18 years experience of building and delivering websites and online applications across many industries.

Ian has significant experience of modern web applications and front-end websites having worked in the legal, retail and leisure sectors before moving into the pharmaceutical industry.

Martinho Santos

Martinho Santos

Senior Developer

Martinho is an experienced full stack developer passionate about creating new things, both virtual and physical. 

Working in many different sectors across the IT industry for over 7 years, he has gathered experience developing systems from HR management to trading applications to flight bookings and pharmacy.

With a focus on quality, high availability and fault tolerant systems, he will be bringing top industry standards to the team.

Amanda Bixby

Amanda Bixby

Marketing and Projects Manager

Amanda is an energetic and results driven experienced Marketing Manager proficient in driving innovative, dynamic, cost-effective and commercially astute multi-channel strategies. She has worked in a variety of industries throughout her career from cyber security, pharmaceuticals and interior design on both the client and agency side.  Her role at AvenueBio is to lead the marketing function and provide consultancy project support.

Amanda is passionate about literature and language, understanding and promoting the importance of consistency in developing a strong brand and company reputation.

Simone Diester

Simone Diester

Finance & Controlling Administrator

Simone has worked in various controlling divisions in industrial companies and in the public sector. She is based in the German office and supports the team in accounting, travel and administrative matters.

Claire Cook

Claire Cook

Executive Assistant UK Office

With more than 20 years’ experience in project management and business administration, Claire has supported leading executives in Consultancy, Service Delivery, Strategic Development and Marketing Excellence in both the Defence and Pharmaceutical industries. Providing a highly dedicated, operational support function to the UK team, Claire strives for exceptional results to ensure a seamless delivery of material development, office management, document production and team coordination.