Amy Duncan

Amy Duncan - CEO and Life Science Marketing Consultant

Amy Duncan is a life science marketing consultant with over 20 years experience in the San Diego biotechnology industry. She has held senior-level positions in corporate branding, product management, and marketing communications in start-up, mid-size, and large global biotechnology corporations.

Prior to starting Goldfish, Amy led the brand strategy for Invitrogen. In that role she led the brand integration for six acquired companies and managed corporate branding initiatives. As a result, Invitrogen received the 2006 Life Science Industry Award for “Best Print Advertising” for the “Accelerate” campaign. In her product management role, Amy directed a team of product managers responsible for SuperScript®, Invitrogen’s leading consumable brand. She developed application-specific line extensions and repositioned the brand, achieving the Invitrogen Innovation Award for “Best Developed Product with Significant Impact on an Existing Market”. After Invitrogen, Amy joined Applied Biosystems to develop marketing strategies for the gene expression business. She excelled at bringing internal and external thought leaders together to understand voice of customer and market trends in order to devise competitive strategies to counter competition and close sales.

Now a professional consultant with an international client base, Amy specializes in gathering voice of customer (VOC) to help scientific founders improve their strategic positioning and value proposition to expand awareness and grow sales. She is recognized for her responsiveness, creativity, and professionalism.

Amy has a BS in biochemistry from UC Davis and an MBA from San Diego State University, where she was awarded the Outstanding Thesis Case for the MBA Consulting Program.

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A few of our Clients


“We have been using Goldfish Consulting for the past couple of years to assist our TimeLogic business with a variety of marketing related projects from strategic planning to execution of marketing and advertising tactics. We plan to continue to use Amy and her team moving forward. She is essentially part of our team.” - Ted DeFrank, President, Active Motif / Time Logic

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