PROFESSIONAL EXPERIENCE
ONLINE STRATEGIC SOLUTIONS, Simi Valley, CA 2008-Present
Internet consulting firm offering a range of marketing services from strategy development to execution and measurement.
Director-Principal
Founded a successful marketing consulting firm that offers a diverse portfolio of services targeted at consumer packaged goods (e.g., strategic brand management, social media strategy development and implementation, new product launch, analysis of target markets including segmentation recommendations). Delivered impressive performance by fully integrating into clients’ business teams and exceeding expected results.
- Social Media. Formulated and implemented social media strategies via Twitter and Facebook that directly led to increased business and brand objectives.
- Thought Leader. Created and distributed presentations on the changing environment marketing to 1,000+ industry executives in consumer packaged goods marketing.
- e-Commerce. Redesigned and tested e-commerce flow for leading online retailer, decreasing shopping cart abandon rates by 55%.
- Market Research. Designed and led online market research for top consumer brand to gain insights on how consumers view product positioning and planned interactive programs resulting in targeted marketing programs that reached 75% of target audience.
MEDTRONIC DIABETES, Northridge, CA 2006-2008
Global manufacturer and marketer of advanced medical devices with annual sales totaling $1B.
Senior e-Marketing Manager
Responsible for brand performance of a $1B+ medical device technology company through all online marketing initiatives. Conceptualized and received executive board approval for an increase in online marketing spending. Conducted usability research with our target audience resulting in “best of class” interactive website for medical technology company.
Business Objectives. Reengineered online lead generation by offering website visitors value in exchange for personal information resulting in 30% increase in leads in 3 months, and an ROI of 6:1.
- Qualitative Research. Decreased bounce rate by 40% after conducting qualitative research with target audience that led to new website content and segmented messaging.
- SEO Campaign. Increased ROI by 38% by introducing new cost-effective search engine marketing campaign based on cost per targeted action.
- Social Media. Spearheaded social media initiative on YouTube that resulted in significant ROI of 5:1 by closely tying execution to business and brand objectives and balancing with target audience needs.
- Marketing Excellence. Won Medtronic Marketing Excellence award for redesign process of Medtronic Diabetes website resulting in shared process throughout other business divisions.
ELI LILLY AND COMPANY, Indianapolis, IN 2000-2005
Leading manufacturer of pharmaceutical products with annual sales totaling $15B.
Senior e-Marketing Consultant (FTE)
First e-Marketer recruited by Eli Lilly to develop interactive strategies for their top brands including Prozac, Sarafem, and Cialis. Selected for global launch team assignment strengthening performance of Cialis. Designed process for developing interactive strategies to support branded pharmaceutical products, including use of social media and online advertising campaigns to broaden brand awareness. Managed $5M budget, 3 web metric agencies, and 3 online marketing agencies.
- New Product Launch. Spearheaded the development and launch of Lilly’s largest-ever e-marketing branding initiative, resulting in Cialis.com becoming #1 online pharma destination and #1 in new prescription conversions as supported by Manhattan Research.
- Groundbreaking Initiative. Created interactive game to accompany March Madness, resulting in brand message recall of 54% of participants.
- Industry Recognition. Won best-in-class pharma website designation from Business Week for Cialis website. Won prestigious Yahoo! Purple Chair Award in 2005 for online behavioral marketing program.
- Product Positioning. Jumpstarted buzz on new health condition, PMDD, by integrating social media message board on branded site resulting in a 35% increase in brand awareness within 2 weeks of launch.
- Corporate Awards. Won Marketing Excellence Award for Cialis interactive launch and Presidents Award for best capability building for Sarafem.com
IVC INDUSTRIES, Freehold, NJ 1998-2000
Leading manufacturer of nutritional supplements and pharmaceutical products with annual sales totaling $105M.
Director of Marketing
Led all marketing activities for $100M vitamin and supplement manufacturer’s private label and branded product lines. Partnered with product planning teams to accelerate the creation and launch of new products. Managed a multi-site team of 15 members and $2M budget.
- Sales Growth. Outperformed first year sales forecasts for new supplement by 200% after delivering national ad campaign that drove dramatic demand for product distribution at top US retailers.
- Physician Detailing. Hired outside sales company to detail physicians on new supplement to reduce cholesterol resulting in increased consumer demand at launch.
PHARMACEUTICAL FORMULATIONS INCORPORATED, Edison, NJ 1997-1998
Manufacturer of private label OTC health products and prescription medications with sales in excess of $70M
Business Development Account Marketing Director
Directed development and launch of private label OTC product for $50M OTC product manufacturer. Achieved $5M in first year sales (80% over forecast). Led Nielsen marketing team to analyze national sales data and present findings and recommendation to retailers for effective marketing strategies.
Early Career