Professional Experience

Omnichannel Brand Liaison
SOBI NORTH AMERICA – REMOTE
2023 to present
As a charter member of company’s Omnichannel Team, partner with brand team to drive digital marketing campaigns that optimize health care provider (HCP) engagement and education. Collaborate with brand to learn their strategic imperatives; propose data-driven solutions to enhance, complement or replace existing digital campaigns. Guide brand through website key performance indicator (KPI) initiative to advance performance metrics. Serve as a strategic advisor for all omnichannel efforts including SEO/SEM, website content and development, CRM, social media, display advertising and analytics.

Digital Marketing Manager
SOBI NORTH AMERICA – DURHAM, NC
2020 to 2022
As a member of brand marketing team for a rare disease product, strategically integrate brand messaging into digital marketing campaigns. Manage collective efforts of agencies (creative, media, website development, SEO/SEM) to build campaigns designed to increase brand awareness among HCPs and patients. Partner with agencies in development and presentation of monthly reviews of key performance indicators (KPIs) to assess impact on business goals. Assist with development of patient and HCP video segments for distribution on multiple channels. Manage patient CRM program, including launch of email, direct mail and SMS components. Champion medical/legal/regulatory review of digital assets.
  Social Media – Launched brand presence on social media platforms Facebook, YouTube, Instagram and Spotify. Oversaw development of social media playbook.
  SEO/SEM – Managed agency on search engine optimization and search engine marketing campaigns, ensuring alignment with website content optimization efforts and overall brand messaging.
  Media – Facilitated production of content for HCP custom media platforms (e.g., Doximity, Epocrates, DG Connect and NuMedis). Managed production of HCP and DTC banner ads to drive awareness and website engagement among segmented audiences.

Digital Producer
IQVIA – DURHAM, NC
2017 to 2019
Directed the development of clinical trials websites designed to inform and screen potential patient participants. Managed offshore IT developers and creative (UX, UI) team members. Advised medical writers and editors on content strategy and on-page search engine optimization (SEO) best practices.
  Implemented email campaigns to drive website traffic.
  Led web development accessibility compliance of patient recruitment site for visually-impaired users.

Digital Marketing Consultant
KD WEB STRATEGIES – RALEIGH, NC
2009 to 2017
Provided digital marketing strategic counsel and project management support to companies and organizations. Projects included:
 Intellia Therapeutics – Developed social media analysis and strategy for biotechnology company developing biopharmaceuticals using the CRISPR gene editing system.
 North Carolina Biotech Center (Multiple contracts) – Managed multiple projects (web, print and video) to recruit biotechnology companies to North Carolina.
o Agriculture Biotechnology – Selected video production company, wrote storyline and managed overall production of video to recruit large and small agricultural biotechnology companies to North Carolina. Wrote content and managed design of 4-page, full-color print brochure.
o North Carolina Vaccine Consortium – Wrote content and managed graphic design production of print brochure about the state’s innovative vaccine research conducted by the N.C. Biotech Center, North Carolina Biosciences Organization and local universities.
 BB&T – Working as a senior content strategist, wrote and built responsive webpages with TeamSite Content Management System (CMS) that adhered to writing style guidelines, UX-focused design and accessibility requirements.

Digital Marketing Manager
ACCENTURE – RALEIGH, NC
2013 to 2014
Planned and managed digital marketing projects for the Accenture Institute for High Performance, firm’s think tank. Managed content for Institute’s section of firm’s internet site, a microsite and a mobile site. Summarized and presented digital marketing analytics quarterly reports.
 For launch of Big Bang Disruption book at 2014 Consumer Electronics Show, supervised external vendor in development of microsite and smartphone site; managed organic and paid social media campaigns.
 Paid LinkedIn Campaign of six posts over 1-month period resulted in 2.39M impressions, 11,000+ page views and average click-through rate of .45%. (Benchmark was .2%.) Paid Twitter Campaign of three posts over two days resulted in 592K impressions, 20K clicks and average engagement rate of 7.11%. (Benchmark was 1-1.12%.)

Communications Manager, Global Product Strategy, R&D
GLAXOSMITHKLINE – RESEARCH TRIANGLE PARK, NC
2004 to 2008
Counseled senior VP and seven VPs overseeing more than 300 employees throughout sites in RTP, Philadelphia, and the UK on comprehensive communication strategies for business objectives and initiatives affecting the cross-matrixed GPS teams and the larger R&D organization.
 Managed organization’s community website and launched bimonthly e-mail newsletter. Wrote content, identified and resolved technical issues.
 Developed slide presentations and key message summaries (ghostwritten for SVP) for quarterly Town Hall meetings.
 Recognized with R&D Chairman’s Award for three consecutive years for comprehensive web coverage of GPS Annual Leadership Conference.

Public Relations Manager, Global Product Strategy Neuroscience, R&D (Job Share) 2007 to 2008
GLAXOSMITHKLINE – RESEARCH TRIANGLE PARK, NC
2007 to 2008
Collaborated in cross-matrixed environment with research and development, commercial, medical, legal and corporate communications colleagues to write and edit press releases about Phase III neuroscience medications nearing New Drug Application (NDA) status for Food and Drug Administration (FDA) approval.

Web Manager / Webmaster, Information Technology                                                                      
TOWERS WATSON – PHILADELPHIA, PA
1999 to 2003                                                           
Key member of startup IT Knowledge Management Team that championed the testing, customization, rollout, and implementation of a new content management system (CMS) for the firm’s intranet websites. The system ultimately was used to build 25+ business unit websites (15,000+ pages).  
 Developed an instructional website about the firm’s new CMS and wrote a monthly e-mail newsletter to keep content managers based in the US, UK, Canada, and Australia informed of website management best practices.
 Led the production of eight corporate websites by advising website owners on initial site planning, content management, design and layout, pre-launch testing and ongoing maintenance.
 Managed the firm’s service contract with the external vendor of the content management system, ensuring that all bugs were resolved within deadline and budget parameters.
 Mentored five junior knowledge management colleagues in CMS and website project leadership.

CERTIFICATIONS AND TECHNICAL SKILLS
Certified Digital Marketing Professional, Digital Marketing Institute,
Google Analytics Individual Qualification, Google Ads Search Certification,
HubSpot Inbound Marketing Certification, HubSpot Email Marketing Certification

EDUCATION & TRAINING
Bachelor of Arts Degree in Speech Communication, Cum Laude
WAKE FOREST UNIVERSITY – Winston-Salem, NC

SEMESTER ABROAD
TOKAI UNIVERSITY – Hirastuka, Japan