VP/global, head of brand value, Shire

In 2016, Vic Noble oversaw Shire’s launch of Xiidra, a drug to treat dry eye that represented the company’s first foray into the eyecare market. At the time, she was head of ophthalmology marketing. The campaign Noble and her team developed avoided typical drug marketing tactics, adopting a modern feel and conversational tone. “We didn’t want to be part of that DTC white noise landscape,” Noble said after its launch. “There are deliberately no smiling faces, no beaches, no puppies, none of that. We wanted to do something fun and positive. Our team and our approach overall was to be a challenger to the mindset.”

Since then, Noble has been promoted to global head of brand value at Shire, a role in which she oversees marketing for all of the company’s brands. In April, she was appointed to the Ad Council’s board of directors.

Following a stint at AstraZeneca, Noble joined Shire in 2008 as senior director of consumer marketing for ophthalmics, ADHD, and GI.


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