Amy Duncan - Chief Marketing Consultant

Amy Duncan is a life science marketing and sales consultant with over 15 years experience with start-up, mid-size, and large global biotechnology corporations. She has held senior-level positions in corporate branding, product management, and marketing communications.
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.

As a consultant with Goldfish, Amy has engaged in rebranding and web site development projects, developed competitive strategies, conducted market research, and establish the product marketing function and product launch process for life science and biotechnology companies worldwide. Her work helps companies create a meaningful value proposition to better connect with customers, improving brand perception and market share. In her volunteer work, Amy works with AWIS and local elementary schools to help inspire children’s interest in science.

She is regarded for her attention to detail, 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.