Team Cheemia
Cheemia is like ‘The A-Team’ – a hand-picked band of individuals, each with extensive experience in our field. And each bringing a distinct set of skills that strengthen the team as a whole.
Like The A-Team, we have built our expertise over many years and now work selectively with the organisations where we can make a meaningful difference.
Collectively, we bring over 150 years of experience in pharmaceutical sales, with many of the team having started their careers within the NHS.
Our team has experience working across all four NHS regions – NHS England, NHS Scotland, NHS Wales and NHS Northern Ireland – enabling a region-neutral approach to strategy.
Mehrnaz Campbell
Mehrnaz Campbell is the Founder and CEO of Cheemia, author of The Omni Advantage, and a keynote speaker on pharmaceutical customer engagement.
She has more than 40 years of experience in healthcare, beginning her career as a nurse before moving into the pharmaceutical industry in 1992. She went on to hold senior sales and marketing leadership roles at GSK, Parke-Davis, Pfizer and Takeda.
Her final corporate role was Multi-Channel Strategy Director at Takeda UK, where she focused on modernising how pharmaceutical companies engage with healthcare professionals.
In 2017, she founded Cheemia to help pharmaceutical organisations strengthen engagement with the NHS and healthcare professionals by focusing on relevance, timing and how engagement works within NHS systems.
Mehrnaz speaks regularly at international pharmaceutical conferences. Her book, The Omni Advantage, challenges organisations to move beyond brand-led communication and focus on solving the real problems faced by healthcare professionals and patients.
Outside of work, she enjoys cooking, travelling and taking on new challenges, from cycling from London to Paris for charity to trekking to Everest Base Camp.
More about Mehrnaz
Andrew Proud
Andrew has more than 20 years of experience in the pharmaceutical industry, with a strong track record across clinical and commercial roles. He has worked across a range of therapy areas including endocrinology, oncology, urology, dermatology and mental health.
He has held sales and management roles covering NHS England, Northern Ireland, Scotland and Wales, giving him a deep understanding of the UK healthcare landscape.
Andrew joined Cheemia from Takeda in 2021 and is the longest-serving member of the team. Working in a hybrid remote role, Andrew has been instrumental in helping clients secure market access and convert this into measurable commercial impact.
He values the culture and collaborative approach at Cheemia, and takes pride in supporting medicines that address unmet needs for patients and the NHS.
Before entering the pharmaceutical industry, Andrew worked in performance analysis with elite sportspeople.
Outside of work, Andrew maintains a strong interest in sport and fitness. He is a junior rugby league coach, actively involved in charity fundraising for Ronald McDonald House Charities, and enjoys an active family life with his wife and two children.
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Martin Smith
Martin has more than 20 years of experience in the UK pharmaceutical industry, working across a range of commercial and market access roles. His experience spans key territories across the South of England and the Home Counties, where he has built a strong track record in developing relationships, shaping access pathways and supporting the adoption of innovative therapies across the NHS and private sector.
Before joining Cheemia, Martin played a key role in the successful launch of a high-cost medicine, driving service-level improvements and enhancing the overall patient and customer experience. He has also supported colleagues through coaching, clinical education and involvement in digital marketing and brand initiatives.
Since joining Cheemia, Martin has led market access initiatives for multiple clients and brands. In October 2024, he became UK Commercial Sales Leader, working closely with the team to support their development and reinforce Cheemia’s core values of Deliver, Delight and Empower.
Outside of work, Martin has a strong passion for sport and the outdoors. He can often be found at wake parks across the UK, supporting his son’s passion for the sport, or at the stables watching his daughter ride. Living on the North Devon coast, he enjoys an active coastal lifestyle, spending time on the beach with family, friends and his dog, Nala.
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Mark Rashid
Mark has worked in the pharmaceutical industry since 1990, with extensive experience across primary care, secondary care and market access roles.
Before joining Cheemia in May 2023, he spent eight years as a Regional Account Director at Takeda. He then moved to Pharmaspectra (an IQVIA company), where he worked in a European business development role supporting pharmaceutical leaders with medical affairs data and insights.
Since joining Cheemia, Mark has contributed to the sales growth of multiple brands across several clients and is currently leading a project with a new UK affiliate of a European pharmaceutical company.
His approach is grounded in a clear principle: engage the few who influence the many, focusing effort where it has the greatest impact within NHS systems.
Outside of work, Mark enjoys playing and watching sport, particularly football, and is a season ticket holder at Birmingham City F.C.
Bree Carruthers
Bree has over 25 years of experience in the pharmaceutical industry with Roche Products, working across a wide range of sales and market access roles throughout the North West of England, Northern Ireland and Wales, as well as supporting national initiatives.
In recent years, Bree has focused on healthcare partnerships, collaborating closely with ICBs, commissioners, cancer alliances and other NHS stakeholders to support system priorities and improve patient access. Much of her experience has centred on oncology and specialised commissioning, particularly high cost medicines, helping ensure that patients can benefit from innovative and valuable treatments.
She has also worked closely with patient groups, charities and public affairs organisations, particularly in Northern Ireland, bringing the patient perspective into key healthcare discussions and decisions.
Outside of work, Bree enjoys spending time outdoors. She is passionate about walking, running and cycling, and enjoys taking on challenges such as ultra marathons, Ironman events and multi day hikes. Travel is another passion and she is always looking ahead to her next adventure.
Natasha Lafayette-Pearson
Natasha began her career in healthcare as a Haematologist, following a Biomedical Science degree from the University of the West of England, Bristol. She later transitioned into the pharmaceutical industry, starting with Sanofi Pasteur as a Vaccine Representative.
Over the past 28 years, Natasha has built extensive experience across a number of organisations including 3M, GSK, Ego and AstraZeneca. She has worked across both primary and secondary care, with roles spanning Representative and Key Account Manager.
Alongside her core responsibilities, Natasha has taken on additional roles including IT Champion, Mental Health Wellness Champion and Brand Ambassador. At GSK, she also contributed to the respiratory team’s omni-channel project, combining face-to-face engagement with remote working approaches.
Natasha brings a strong understanding of customer engagement, adaptability in how she works, and a consistent focus on delivering value.
Outside of work, Natasha has a teenage daughter, a much-loved older dog and a spirited cat. She enjoys staying active, taking part in local runs, going to the gym and has recently learnt to swim. She loves travelling and is always open to new experiences.