Professional Experience

Omnichannel Brand Liaison, Associate Director
SOBI NORTH AMERICA – REMOTE
2024 to present
Advise Immunology Brand team as a trusted omnichannel strategy consultant, delivering data-driven insights and strategic digital recommendations to shape launch planning, optimize HCP and DTC engagement and strengthen commercial launch readiness.
 Assess Brand digital ecosystem to identify optimization opportunities, drive operational efficiencies and embed omnichannel best practices ahead of launch.
 Conduct HCP segmentation analysis to drive data-informed targeting strategies across digital touchpoints.
 Partner with the Digital Performance Lead and analytics agency to define key performance indicators (KPIs) and establish the infrastructure needed to capture, track and optimize media performance.
 Prepare brand for social media activation, partnering with Regulatory and Pharmacovigilance teams to develop launch content and operational plans that meet all risk management and compliance standards for Day Zero readiness.
 Spearhead website development strategy, embedding SEO/SEM best practices into site architecture to maximize discoverability and engagement at launch.

Omnichannel Brand Liaison, Senior Manager
SOBI NORTH AMERICA – REMOTE
2023 to 2024
Partnered with Respiratory Product Brand Team to select the right tools, tactics and channels to extend HCP reach and engagement frequency. Provided strategic counsel on data-driven omnichannel media planning and test-and-learn campaign design to optimize DTC and HCP engagement.
  Developed multi-channel HCP digital engagement strategy, aligning digital initiatives with overarching Brand strategy.
 Optimized DTC CRM program, improving email and SMS deliverability rates from 10% to 95%, driving measurable treatment adherence.

Digital Marketing Manager, Patient and HCP
DOVA PHARMACEUTICALS/SOBI NORTH AMERICA – DURHAM, NC
2020 to 2022
Integrated brand messaging into patient and HCP digital marketing initiatives for hematology rare disease product. Managed collective tactical planning efforts of 7 agency/vendor partners (creative, advertising, website development, SEO/SEM, social media monitoring and management, CRM, print ). Managed processing of contracts and monthly accrual monitoring of $8M budget. Championed 100+ digital, print and video assets through Promotional Review process over 2-year period.
  Patient Ambassador Program – Managed search for product’s first patient ambassador. Developed ambassador training materials, securing medical, legal, regulatory, compliance and pharmacovigilance approvals. Led development of print, digital and video campaigns to promote ambassador’s successful treatment on new product.
  Social Media – Launched brand presence on social media platforms Facebook, YouTube, Instagram to drive patient awareness and website engagement.
  Patient Advocacy – Partnered with Patient Advocacy Team on planning and execution of booth and supportive promotional materials for national patient conference.
  Advertising/Display Media – Managed production of patient and HCP 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.

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