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Work Background
athenahealthExecutive Director, epocrates Marketing
Aug. 2020Watertown, Massachusetts, United StatesThe marketing leader for the epocrates business within athenahealth’s healthcare technology portfolio, accountable for transforming the marketing organization, technology stack and all marketing plans and programs, including 3–5-year strategic plans to achieve double-digit revenue growth year over year. Charged with driving growth in both our B2B commercial media/advertising business and in our B2C mobile app subscription business. • Expanded marketing team size (from 3 to 12) and scope (performance marketing, engagement marketing, product marketing, PR and thought leadership, paid media, social media, email, etc.) to achieve:
o D2C growth of 36.8% and $5.1M over 2 years, and
o B2B growth of 23.0% and $13.3M over 2 years.
• Spearheaded content strategy that featured ROI case studies, virtual and live events, and ongoing social media engagement to deliver over 1,200 sales qualified leads to the commercial sales organization in 2021 and 2022, resulting in a $2.7M incremental revenue lift.
• Selected, retained and managed a new PR agency, directing a public relations strategy that exceeded coverage goals by 103% and increased brand placements by more than 3X. (73 industry placements, 36 thought leadership interviews, 23 by-lined articles and 6 press releases in 2022)
• Led the implementation of a comprehensive Voice of the Customer (VoC) program, leveraging customer feedback to drive strategic decision-making and enhanced product offerings and increased customer satisfaction.
• Establishing lead acquisition, qualification and conversion technology implementation and processes to more effectively deliver and track lead quality and sales cycle timing.
• Guided cross-functional GTM strategy for new commercial products that earned $6.2M in first year commercial bookings.
Digitas North AmericaSVP, Creative Strategy
Apr. 2018 - Aug. 2020Greater Boston AreaCharged with providing clarity of when, where and with whom to connect, inspiring creative outputs that move people both emotionally and behaviorally. Key Clients Include: Bank of America, Bank of America Merrill Lynch, Bank of America Private Bank, LogMeIn, Academy of Art University (formerly the Art Institutes) • Craft impactful creative briefs and insight presentations, selling the brief to clients and creative teams through strong storytelling and persuasive presentation skills.
• Worked closely with partner agencies within Publicis Groupe to create strategy and creative work that resulted in significant organic revenue growth from existing clients. • Key contributor to new business wins resulting in incremental revenues from new clients.
• Formulated and facilitated strategic client workshops to gain alignment on brand vision and identity and how that message can intersect with a customer’s journey across touch points to influence buying decisions.
• Identified the gaps in the integrated agency processes that produced inefficiencies of client time and budget, as well as and creative effectiveness, and proactively implemented changes to shorten campaign development by 2 weeks, reduce agency hours by 15% and increase consumer brand favorability by 3% to date. • Conducted primary (qualitative/quantitative) and secondary research to inform strategy recommendations.
• Provided best practice research findings and recommendations that resulted in the creation of a blog strategy that increased site traffic by 51% in 2018 over 2017, dramatically increasing the top of funnel for prospects.
VMLStrategy Director, Global Advisory
Jan. 2016 - Apr. 2018Kansas City, Missouri AreaResponsible for understanding the unique mix of client challenges, market and customer dynamics, competitive landscape and local/global opportunities to identify the distinct human truth required to deliver customer-first platform experiences that reach business objectives and exceed client expectations. This role requires a passion for consultation and digital transformation expertise, along with a unique blend of business, brand and technical experience. Key Clients Include: New Balance, Spire Energy, Waters Corporation, PhRMA.org, Ford Motor Company, Ford Motor Credit Company, Bayer, Bristol-Myers Squibb and Orexigen * Led discovery, prioritization and roadmap design and strategy to achieve long-term, best-in-class connected consumer experiences across channels to exceed revenue and positioning objectives for a leading footwear and apparel brand, leveraging new brand vision architecture to uniquely differentiate those experiences.
* Established vision, product definition, priority features and functionality, strategy and positioning to design a mobile app and mobile app extension launches to explore innovative new revenue opportunities for a leading automaker and its associated credit division.
* Led discovery and design strategy for reimagining a corporate website to better reflect the internal culture of relentless, agile biopharmaceutical innovation.
* Designed and delivered digital transformation consultation and multichannel portfolio strategy and roadmap for the 3rd most powerful global corporate brand (Tenet Partners, 2016) and associated pet health CPG brands.
* Formulated and facilitated strategic client workshops to establish alignment on brand vision and identify and how that message can intersect with a customer's journey across touch points to influence buying decisions. * Contributed to agency thought leadership through written articles and live presentations.
Intouch SolutionsDirector of Strategic Planning
May. 2015 - Dec. 2015Kansas City, Missouri AreaAccountable for the creation and oversight of insights-driven marketing strategies and integrated platform programs by crafting a bold vision for brands and defining messages. This role requires a deep understanding of the target audience: what interests and motives them, what channels they interact with, how they become aware of and evaluate new products, what drives decision-making, and how they react to messaging and communications. Key Clients Include: Bayer Pet Health Franchise Portfolio, K9 Advantix, Seresto, Advantage, Advantage Multi, Copaxone, Onfi, Sabril, Northera and Xenazine * Responsible for corporate/competitive assessment, analysis and recommendations of branding, content, navigation, features and functionality of a new consumer portfolio website for a global pet health leader.
* Strategic leadership in multichannel marketing planning to deepen consumer relationships with a market-leading MS therapy by implementing behavioral targeting to deliver more relevant content.
* Develop and execute strategic workshops, both with clients and internal agency teams, to drive annual planning brainstorms that enhance brand messaging platforms and unearth campaign strategies that integrate across channels to more effectively reach consumers.
* Craft impactful creative briefs and insight presentations, selling the brief to clients and creative teams through strong storytelling and persuasive presentation skills.
Intouch SolutionsDirector of Relationship Marketing
Mar. 2014 - May. 2015Kansas City, Missouri AreaActed as a key leader of and contributor to client projects, from campaign ideation and pitch stage through strategy development and through implementation. Works to develop comprehensive, multichannel strategies that identify, engage, and build value-added relationships with B2B and B2C customers. Key Clients Include: AbbVie, Bayer, Baxter and Merck * Conducted quantitative and qualitative research and analysis of business needs, brand challenges/opportunities and customer segments to develop consumer acquisition, conversion, and retention strategies.
* Provided digital insight consultation to make specific and targeted recommendations to aid in patient adherence to drug therapies for a global biopharmaceutical company, achieving a 56% increase in customer engagement metrics of prior year results.
* Designed an end-to-end multichannel promotional campaign for a global leader in antibiotics, testing the results of non-personal promotion versus those of sales representative coverage and complimentary efforts.
* Consistently provided thought leadership, seeking out innovative new ideas and strategic insights, identifying and understanding market and consumer trends, and communicating those to clients in the form of presentations, white papers, Points of View, etc.
ElsevierVP of Marketing
Jan. 2013 - Feb. 2014St. Louis, MOProvided strategic direction in product launch, marketing, brand development, and promotion across all channels, nationally and globally. Collaborated across business units, brand teams, and management to ensure consistent messaging in alignment with corporate objectives. Managed a staff of 23, with 5 direct reports. Product line: ClinicalKey, InOrder, MD Consult, First Consult, Procedures Consult, Nursing Consult, ExitCare, CPM, Clinical Pharmacology, Mosby’s eLearning, Mosby’s Skills, Mosby’s Index, Elsevier Performance Manager, and Customer Engagement. * Reorganized the marketing department to better position Elsevier to remain relevant in a digital world, while realizing 101% of revenue goals through execution of strategic objectives during the same period.
* Focused on product trial to drive end-user demand for migration to ClinicalKey, managing a 33-stop mobile tour and exhibits at over 30 conferences to deliver 1,300+ alified l physicians, executives and librarians. Achieved 80% migration at launch.
* Led research initiatives to enhance messaging to leverage the portfolio of B2B product offerings as a value-added suite that works together to serve the needs of more institutional users than any standalone product, utilizing insights to create sales support and training programs to ensure consistent global rollout.
* Executed an exclusive sponsorship with AMDIS to support a 65-attendee educational conference, providing increased access to the largest hospital executive member groups, the most difficult customer to reach in the healthcare market.
ElsevierExecutive Marketing Director, Institutions & Electronic Products
Mar. 2012 - Jan. 2013Greater St. Louis AreaCrafted B2B/B2C strategy and oversaw execution in brand development and integrated product marketing efforts to reach both national and global business revenue objectives.Manage creative and communication agency vendor relationships and a staff of 21, with 7 direct reports. Product line: ClinicalKey (launch), MD Consult, First Consult, Procedures Consult, and Customer Engagement & Training * Led ClinicalKey global MarCom launch and established brand identity - logo, color palette, value proposition, market segmentation and messaging by target persona. Conducted market research and drove testing/usage through Alpha/Beta testing period.
* Initiated and managed recruitment campaign for Beta participants during development, exceeding participation and engagement goals by 257% globally by relying heavily on digital platforms to deliver results, including C-level executive email open rates exceeding 36%.
* Created the first customer engagement team in Elsevier history, with the sole purpose of ensuring customer satisfaction, continued education and product loyalty in key B2B institutional accounts.
* Bolstered public relations effort by initiating events, including a 125-person launch event for key industry influencers that led to placement in ten industry publications and a 90-person educational conference establishing thought leadership in the healthcare community that led to placement in 4 industry publications.
* Spearheaded media strategy to incorporate both print and online placements in publications for all three target customer personas. Results YTD (H1 2012) include more than 7.48M print impressions from 284 total insertions and 5.74M online impressions from 184 total placements.
* Initiated an Association sponsorship with CHIME and exclusive sponsorship of a CMIO Leadership Forum on Advancing Healthcare through Evidence-Based Medicine.
* Managed email marketing team mailing over 4M weekly emails, and averaging only 0.03% unsubscribe rate.
ElsevierMarketing Director, Institutions & Electronic Marketing
Aug. 2009 - Mar. 2012Greater St. Louis AreaProvide strategic direction in marketing, brand development, and media strategy to promote product line nationally and globally. Drive integrated online, traditional, and social campaigns, including e-commerce and SEO strategies. Manage over $5M budget to support $100M product line. * Conduct quantitative/qualitative market research and analysis of customer segments to develop basis for marketing strategy and maximize brand reach/relevance. * Drove year over year increase in product line revenue: 12% increase in 2011 and 2010; 15% increase in 2009.
* Developed Cause Marketing campaign in partnerships that generated 44% increase in individual subscription revenues, $130K in donations to MSF, and positive press in 7 industry publications.
* Reversed revenue decline of print book unit and achieved over $2M in annual revenues on $50K budget.
* Spearheaded promotional plan to target small/medium hospitals and exceeded expectations with 25% increase in market share. * Created multi-lingual global marketing campaign that produced 44% increase in revenues.
ElsevierSenior Marketing Manager | Group Marketing Manager, Institutions & Electronic Marketing
Aug. 2008 - Aug. 2009Greater St. Louis AreaAs senior marketing manager, developed and executed strategic marketing plans. * Bolstered revenues, customer perception, and brand loyalty by implementing interactive social marketing campaign that engaged students online via Facebook, YouTube, and Twitter. Immediately garnered 597% increase in hits and 5,800% increase in Facebook fans.
* Developed SEO strategy for interactive digital/social campaign that increased qualified traffic 3,800% and subscription conversions 15%.
* Maximized revenues by discovering customer pain points and built promotion that positioned product as the complete solution resulting in 15% revenue growth. * Drove customer usage of online product generating 25,587 unique registrations and 19% increased site usage. * Generated 42% increase in eBook sales.
ElsevierSenior Marketing Manager | Group Marketing Manager, Eeducation Product Marketing
May. 2005 - Aug. 2008Greater St. Louis AreaEstablished and led e-marketing strategy for Evolve Suite of electronic products for nursing and health professions education. * Drove 211% total revenue increase in 3 years. Launched 13 new online products that generated $58M+ in new revenue from $350K budget.
* Overcame challenge of promoting online product to 55-year-old demographic by orchestrating series of events that led directly to $627K in revenue on $168K budget, 2007.
* Implemented integrated print-digital campaign that resulted in 469% increase in faculty registrations to 80,608 post campaign.
* Designed segment-specific integrated print-digital campaigns that achieved 15.1% market penetration in online course adoptions (up from 7%). * Increased awareness 37% among faculty surveyed.
ElsevierMarketing Manager
May. 2004 - May. 2005Greater St. Louis Area
ElsevierMarketing Manager | Product Manager
Apr. 2002 - May. 2004Greater St. Louis Area
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