Emmanuel Business Collaborative Welcomes New England Biolabs Marketing & Sales Director

Originally trained as microbiologist, Andrew Bertera followed his interests into a rewarding career of marketing products that serve the life science industry. He shared some perspectives from that journey as a part of the Emmanuel Business Collaborative Speaker Series on Oct. 1.

As Executive Director of Marketing & Sales for New England Biolabs (NEB), Bertera is responsible for envisioning and implementing growth strategies for a global leader in the discovery and production of enzymes for molecular biology applications. He put customer experience at the heart of that endeavor, saying how consumers feel about the company is the largest differentiator in the marketplace. 

“Our value proposition is the ultimate customer-centric model, which results in long-term consumer relationships,” said Bertera. “We put people before short-term processes. We treat people with respect, and we put the customer first in everything we do.” 

The Emmanuel Business Collaborative Speaker Series was established by the School of Business & Management in 2020 with the goals of helping students foster connections with business leaders and benefit from their experiences and insights. 

Bertera opened the discussion by asking for a show of hands from business and science majors in the audience.  It was fitting on multiple levels. Knowing the audience and what they’re looking for was central to his advice on marketing. Bertera also promoted a broad view of that discipline, saying anyone who touches the products or interacts with consumers is part of the customer experience and ultimately involved with marketing. 

NEB was founded in 1974 as a collective of scientists dedicated to supporting research, and the focus on growing the company through customer experience is central to their philosophy. The company structure reflects that, with Bertera directly managing customer support, in addition to sales and marketing. From richly designed catalogues that generate fan mail to technical support from live experts, he described delightful experiences that exceed expectations as crucial to building brand loyalty. 

Bertera’s path prepared him to understand both the science and promotional aspects of that role. He studied microbiology at King’s College in London, and was on the fence about graduate school when he took a product development position with Amersham Biosciences in 1987.  In that role, he soon discovered a fascination with the commercialization of science products. He was curious to hear what the consumers- fellow scientists- thought of the company’s products, and was happy to serve as a conduit between customers with questions and Amersham’s team of scientists. 

Bertera followed that interest into a marketing position with the company. While it was a change in career paths, he found the science and promotional backgrounds to be complimentary. 

“When I left the lab and moved into a business role…I was very comfortable that I understood the products ….and the use they would be put to by our customers,” said Bertera.

 “Marketing is a beautiful blend of art and science,” he added.