TargetbaseVice President - Client Services
Dec. 2003 - Apr. 2007Dallas/Fort Worth AreaClients: TAP Pharmaceuticals, Roche (Genentech), Choice Hotels, Alcon Brands: Prevacid, Prevacid Napra PAC, Prevacid SoluTab, Activase, Cathflo Activase, TNKase, Patanol, iCaps, Opti-Free, Systane Provided strategic leadership and management of activities across multiple teams in multiple competencies: strategy, analytics, technology, creative. Executed the first digital only consumer DTC program for a major pharmaceutical company.
The program exceeded the lead delivery goal by 26% during online acquisition efforts for Prevacid. Developed a data-driven, multi-touch communication strategy for Prevacid addressing the need for conversion, retention and win back. Created a test and control methodology providing key learnings for direct response programs that were applied to a new product launch for Genentech in 2008. Leveraged multiple sources of consumer data to develop robust consumer profiles for Prevacid utilized in segmentation, media planning, and content development.