Claire Baldwin is Head of Marketing Innovation, Europe at Viatris, with extensive pharmaceutical experience from frontline sales and brand leadership through to global marketing, launch excellence and commercial transformation. She has launched and grown brands and now focuses on designing and operationalising scalable systems that help global and local teams turn strategy into effective execution. Claire has a particular interest in Behaviour Design, working with the Stanford Behaviour Design team to codify and scale approaches to customer engagement and patient activation. Her current work also explores how AI can augment human judgement, accelerate patient and market insight, and make complex launch and commercial operating systems simpler, smarter and more effective