Cate Layne Email and Phone Number

Leading a global team responsible for ResMed's clinician audience strategy: driving demand across diverse touchpoints, markets, and cultures with varying market dynamics and structures.• Clinician Marketing Strategy: Create and implement comprehensive marketing strategies specifically tailored to target clinicians that drive revenue for the entire ResMed portfolio. Collaborate with cross-functional regional teams to align marketing efforts with overall business goals, including leadership of global clinician strategy and influence.• Clinician Engagement Initiatives: Identify opportunities to engage with clinicians through various channels including conferences, seminars, webinars, and digital platforms. Develop and execute impactful initiatives that enhance relationships, provide educational value, and promote the benefits of ResMed products in collaboration with key stakeholders.• Content Strategy Development and Management: Collaborate with cross-functional teams to create accurate, compelling, and relevant content for clinicians. Drive the clinical evidence plan and strategy, in partnership with Product Marketing, Key Opinion Leaders (KOLs) and regional Commercial Marketing teams. Partner with other marketing functions on the launch of new products and sustain existing ones, with a full portfolio view. Inform the strategy for clinician web content, social/digital campaigns, messaging, collateral development and GTM.• Thought Leadership and KOL Engagement: Partner with regional marketing and Medical Affairs to identify and engage with KOLs and influential clinicians.• Market Research and Insights: Understand clinicians behaviors, needs, and preferences. Stay informed about industry trends, competitor activities, and emerging healthcare innovations and channels to inform strategic decision-making and the clinician segmentation and engagement strategy.

Providing hope and support to children and families living with chronic illnesses. Our heroes and their stories educate and empower children and inspire communities.

Head of marketing department that develops and scales global brand marketing strategy, driving growth across B2B, B2B2C, and B2C audiences, engaging clinicians, payers, employers, health systems, pharma clients, patients and caregivers. Reporting to SVP of Marketing and leading a high-volume team of content strategists, analysts, creatives, and copywriters in:• Category creation: Redefine Propeller’s brand positioning within the immature digital health market. Developed new strategic narrative to move Propeller market perception from consumable product to solutions provider. Improved both category and brand awareness, with Propeller web traffic and lead conversions, social engagement, and search volume increasing substantially in less than 12 months.• Revenue generation: Repositioning marketing team as revenue driver and billable service unto itself. Expanded marketing support to include RFPs and designed proposals, ABM landing pages, and patient recruitment/enrollment/retention campaign development. Filled sales pipeline and shrunk buying cycle. Improved patient enrollment and retention.• Cohesive multi-channel marketing: Testing and optimizing balance between digital, partnership, event, brand, category, and account-based marketing. Ensuring value-firs communications, tailored by audience and channel. Implemented test-and-repeat models across channels, building content that will scale to maximize impact without bloat.• Product leadership and strategic focus: Falling in love with the problem first and taking the time to define it. Connecting BD, sales, product, customer success, and marketing teams through new processes that create and harness positive tension. Support product marketing strategy that serves short-term wins and long-term growth, including product-market fit, competitive intel, and development of MRDs that inform product strategy.

Head of department that develops and executes global brand, marketing, and content strategies for this top 100 healthcare agency. Reporting to SVP of Integrated Solutions, I led the development and implementation of strategies focused on accelerating business growth and improving brand recognition. I owned marketing campaigns, creative brand content, market research outcomes, digital campaign design, employee engagement initiatives, and executive communications.• Developed and oversaw implementation of comprehensive marketing strategy, including earned and owned media, advertising, MQL and SQL conversions, social strategy, and thought leadership opportunities• Defined and reported on KPI progress across multiple initiatives• Led development of new product and service branding, including defining target audience personas, articulating value propositions and benefit ladders, directing conduct of qual and quant research to inform attribute prioritization, and ultimately developing launch strategy• Led business development team in articulating strategy; owned content strategy and storytelling in proposals, bid defense presentations, and conference engagements• Owned corporate website, social channels, and all internal communications• Directed creative team in translating brand into visual assets; manage production of visual, video, and multimedia content pieces

Led a team that executed all internal and external communications, brand content, product launches, and sales support marketing. Managed PR and customer support teams, vendor relationships, and executive communications including conference management. • Responsible for corporate website and social media properties, including writing and placing thought leadership articles, developing marketing materials, and building consistent branding• Developed and managed marketing and vendor budgets • Lead US office and directly managed team of sales and marketing professionals, including hiring, training, enforcing benchmarks, and fostering consistency and communication among divisions • Designed and implemented digital marketing strategies, ensuring consistent messaging across platforms• Developed and maintained employee intranet, prioritizing evolving needs as company continued to grow globally

Assisted with various online marketing initiatives, including developing social media strategy and updating web content and design.• Developed consumer-facing campaigns using a variety of digital tools, including producing video content for blog and social media accounts• Identified new market opportunities through competitor and trend analysis

-Create, administer, and report results of original marketing initiatives-Write, edit, post to, and maintain company websites and social media vehicles-Implemented and manage Volunteer Network-Implemented online registration process for up to 40 monthly events-Update and maintain online library of clients and employers -Write original content for e-newsletter -Develop and present weekly workshops with audiences of up to 300 people

Columbia Chronicle: Edited copy for content, grammar, punctuation and style. Write headlines and captions. Ensured overall cohesiveness of articles and paper sections.

ECHO Magazine: Ran editorial board, facilitated story writing and editing, and managed overall production of the magazine.