My approach to marketing excellence begins with the brand, which I view as a strategic and marketable asset. A well-defined brand vision—one that clearly communicates differentiated value—is essential for driving top-line growth. Effective branding not only influences purchasing decisions but also enhances media spend efficiency and fosters greater adoption of future innovations.
For a brand to thrive, it needs a distinct personality and voice that truly resonates with its target audience. Achieving this requires solid market research, an area where I bring extensive expertise. By leveraging insights from this research, I connect the brand’s identity to impactful campaigns and product strategies, ensuring alignment that drives measurable results.
Every interaction your customers have with your brand influences your company’s brand equity. The key question is whether those engagements leave a positive or negative impression. I’ve helped companies strengthen their brand equity by building awareness, clearly communicating the brand’s value, and implementing programs that foster lasting loyalty. By focusing on these areas, I ensure that every customer touchpoint reinforces a positive brand experience and drives meaningful growth.
Developing Effective Content and Targeting Through Deep Customer Insights
Creating impactful and effective content starts with a deep understanding of your customers—their behaviors, attitudes, perspectives, and needs. Importantly, not all customers are the same. Developing persona-specific profiles is essential not only for crafting targeted messaging but also for identifying the most efficient channels to reach them.
If you’re seeking a marketing leader with extensive experience in both qualitative and quantitative market research, let’s connect. I’ve successfully led internal marketing teams and collaborated with third-party research firms across multiple organizations to develop messaging that resonates and drives results.
Customer insights also play a critical role in the creative process. For instance, understanding the emotional triggers that resonate with each persona, as well as the colors and design elements that capture their attention, is key to producing ads that achieve optimal response rates. I specialize in leveraging these insights to inform and elevate creative strategies, ensuring measurable impact.
Direct-to-Patient/Consumer Media Spend Optimization
Fact-informed messaging and creative development can help drive media spend efficiencies by improving lead and sales conversion response rates of particular campaigns. However, optimizing the total annual media spend across all channels requires deep understanding of the performance of each channel, particularly in direct-to-patient/direct-to-consumer marketing channels.
Conducting regression analysis of historic lead and sales performance can help provide some insights, but to optimize a future media send requires a deeper understanding of the dynamics of the omnichannel (such as impacts that occur when adjusting the spend within a specific channel). I have extensive experience managing large-scale direct-to-consumer (DTC) media budgets across channels including direct response TV, paid search, paid social, print, and radio. Through strategic planning and execution, I’ve developed programs that consistently deliver improved media spend performance and drive measurable results.
HCP Data-Driven Marketing
Delivering effective marketing campaigns to physician offices to optimize the Sales funnel throughput requires the same customer insights driven approach as direct-to-customer marketing. This includes qualitative and quantitative research to understand their attitudes, perceptions and needs as well as claims volume tools, such as IQVIA, to understand their diagnosis and prescription behaviors.
I have led and conducted deep market research leveraging IQVIA data across a number for disease states to not only help develop TAM-SAM-SOM analysis, but also to inform optimal sales territory mapping, account based share of wallet, and account prioritization.
Targeting B2B Customers
Marketing to B2B customers demands the same level of marketing excellence as any other audience, but with a tailored approach. Success begins with deep insights into the B2B customer base, enabling the creation of detailed customer personas that guide strategy and execution.
To maximize ROI, account-based marketing (ABM) should be a central consideration. While many sales teams claim to leverage ABM, there’s a clear distinction between those simply adopting the terminology and those working in close alignment with their marketing counterparts to execute it effectively.
True ABM requires a robust and research-driven marketing effort. This includes developing outcomes-based content, conducting total cost of ownership analyses, and equipping sales teams with tools that drive engagement and conversion. Additionally, leveraging the full potential of omnichannel strategies is critical to effectively communicating brand value, optimizing efficiency, and advancing prospects through the B2B sales funnel.
Building and Effective Marketing Technology Stack
I’d be remiss not to highlight the critical role of the Marketing Technology (MarTech) stack in driving results. Over the years, I’ve encountered everything from overly complex (‘comprehensive’) MarTech stacks to incomplete ones. Achieving optimal marketing outcomes starts with a clear understanding of business data and campaign effectiveness, which relies on having the right database, analytics tools, and digital marketing platforms in place.
That said, marketing success isn’t solely about data. Creating compelling content is essential to driving strong campaign response rates, and this requires the right creative and collaboration tools to streamline the process.
I have extensive experience reshaping MarTech stacks to enhance performance, improve ROI, and reduce costs. If your MarTech stack isn’t delivering optimal results—or if you’re not measuring its ROI effectively—let’s connect to explore how I can help transform your approach and achieve better outcomes.
