I led marketing and GTM commercialization across all customers to support the growth of EndeavorRx, the first and only FDA-cleared treatment delivered through a video game experience.

Lead product management and marketing for all phases of the Vyleesi commercial development plan including the go-to-market and post-launch strategies, identifying and building a team, establishing the brand, growing a nascent market, identifying customer insights and segmentation, crafting core promotional claims and campaigns, and defining a modern marketing mix for Consumer and HCP customers. Accountable for product P&L including revenue contribution, operating expenses, and forecasting. Launch performance is exceeding key launch KPIs including patient referrals and NRx volumes.

Led the strategy and development for modern marketing capabilities and customer engagement approaches to support the launch growth of Intrarosa and preparation of Vyleesi for launch.

Directed company's development of mobile-first marketing capabilities and customer engagement strategies including native Android and iOS apps, the industry’s first Apple Pay and Android Wallet coupons and notifications, and SMS engagement components generating a 10% increase in patient adherence across 12 different products and $22M incremental revenue in 2016. Key programs included leading campaign development and content strategy of AZhelps, a patient acquisition and adherence platform across 12 products. Channels included online video (OLV), DTC TV integration, native advertising, and HCP sales aids, and results included 60k+ new customer acquisitions.

Led the strategic development and execution of the consumer launch plan for EPANOVA with components including OPDP submission, positioning, patient journey insights, multi-channel tactical and media plan, short and long term KPIs, and three investment levels to enable agility of launch plan. Key programs included a digitally led disease state education campaign (Take It From A Fish) with development of 200+ pieces of Twitter content, 12 YouTube videos, real-time Twitter engagement sessions, and digital re-targeting. Results included 750k+ YouTube views, 11k+ Twitter followers, 2,500 pre-launch leads, and awarding of industry’s first Cannes Lions Health Grand Prix.

Developed consumer and HCP campaign and content strategy with brand leadership, and led a multi-agency team to execute promotional tactics. Key programs included the launch of a contract sales team of RNs designed to improve patient conversion to therapy and a print media plan that sustained highest competitive SOV.

Led execution between marketing managers, agencies, and operations to launch AstraZeneca’s first set of mobile web and social media capabilities that led to extended reach and digital media buy efficiencies across business units.

Managed digital marketing across CNS and CV product teams, including strategic integration and execution of digital plans and tactics, establishing performance management plans and KPIs, and managing digital and database agencies of record.

Agency account lead for client's DTC strategy and execution across TV, print, digital, CRM, and in-office channels.

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