Coreen Geary Email & Phone Number

Kalamazoo, Mi, Us

Mountain View, Ca, Us

El Cajon, Ca, Us

Led marketing projects on a short-term, contract basis covering an employee leave of absence for Genesee Scientific, a life sciences products biotechnology company. Role was contract through Talimer/Solo Workforce.

Santa Clara, Ca, Us

Exact Sciences bought the Resolution Bioscience business from Agilent Technologies. My position was eliminated due to the M&A. Drove marketing initiatives for the acquisition and integration of Resolution Bioscience, a biotech company focused on circulating, cell-free DNA (cfDNA) liquid biopsy (LBx) for cancer diagnostics and monitoring. Audiences: pharma companies and oncologist HCPs. Developed and drove campaigns for Agilent’s CDx pharma services product portfolio, including liquid and tissue assays: IVD, IUO, RUO, LDT and IND. Used Smartsheet, MS Office, SharePoint. • Launched ctDx FIRST, an FDA-approved medical device and LBx companion diagnostic to KRAZATI, a drug for non-small cell lung cancer.• Developed strategic marketing communications for internal communications channels and external social media channels to share business updates and educate internal and external audiences about new products and services.• Developed and executed an internal communications plan to increase awareness about Agilent’s CDx pharma services portfolio.• Developed strategy and plan for Agilent subject matter expert thought leader campaign carried out via paid and organic social media and content creation. • Implemented marketing programs and campaigns to promote liquid biopsy services and products to pharma partners and HCPs. • Developed promotional materials and presentation decks, engaging subject matter experts for content, ensuring medical, legal and regulatory compliance.• Performed copywriting, editing, proofreading, publishing and brand management for social media and website landing pages. • Responsible for leading strategy, planning and implementation of targeted conferences and congresses for the pharma audience in collaboration with other stakeholders.

San Francisco, Ca, Us

Developed and executed the commercial plan to drive adoption and expansion of the Invitae oncology and pharmacogenomics portfolio offerings and services among healthcare providers and genetic experts. Used G-suite, Asana, and Jira/Confluence. • Developed and sharpened positioning, messaging and value proposition in partnership with cross-functional colleagues; including sales, communications, medical, product and legal to further maintain share of voice and expand hereditary and somatic products.• Developed integrated launch marketing plans for pipeline products and product enhancements, marketing plans for education and engagement activities, and sales enablement tools. • Developed conference marketing strategy and collaborated with medical affairs on presentation strategy to help position Invitae as an industry expert, highlighted products and enhancements, and increased sales opportunity pipeline.• Served on team updating claims management process, and shepherded materials through the medical, legal and regulatory (MLR) review process in Jira ensuring claims accuracy, message consistency and brand alignment.• Defined and was accountable for key performance indicators, monitored and adapted strategy and tactics as needed. • Directed agency partners, managed timelines and budget.

Madison, Wisconsin, Us

Led and executed activities: content /collateral development, claims management, sales enablement tools, and other projects to promote products and educate healthcare providers on the Oncotype MAP Pan-Cancer Tissue Test. This test uses next generation sequencing (NGS) to detect genomic alterations in hundreds of cancer-related genes and produce clinically actionable information for targeted therapies and clinical trials. Used Microsoft Office, Basecamp, Asana, Veeva Vault PromoMats, and Box. Contract consulting through Velocity Global. • Collaborated across matrix environment to develop B2B/HCP demand generation campaigns and sales enablement tools for healthcare providers and laboratory professionals, using data and insights for decision making. • Collaborated with product team on product introduction and enhancement, translating insights into value propositions. • Collaborated on peer-to-peer identification, outreach, advisory board planning and training.• Collaborated on product portfolio rebranding, and new product introduction and branding from M&A.• Led claims update project, shepherding materials through the medical, legal and regulatory (MLR) review process in Veeva Vault PromoMats ensuring claims accuracy, message consistency and brand alignment.• Collaborated with digital team to execute email blasts to support demand generation campaigns via Salesforce Marketing Cloud. • Revised/rewrote product print and digital content for simplicity, conciseness, accuracy and flow.

Roseland, New Jersey, Us

Led creation of omnichannel B2B sales and marketing programs, and product marketing campaigns for ADP, a human capital management (HCM) and software as service (SaaS) company. Drove demand generation across business unit, channel and product marketing teams. Managed projects from implementation to measurement. Used Microsoft Office, ON24, Workfront, Salesforce, Eloqua, Allocadia. Contract consulting through Kelly Services. • Led development and implementation of sales and marketing / demand generation campaigns across multiple channels, generating qualified sales leads that map to specific business outcomes. • Used Workfront to align demand generation activity with Salesforce, Eloqua, Engage and Allocadia to ensure synchronization across the marketing technology stack and measure outcomes. • Collaborated with product subject matter experts, business unit marketing, sales operations, partner teams within the demand marketing center and creative agencies to develop and deploy content and to launch new products and product upgrades. • Developed sales decks, collateral material, sales training, landing pages and email campaigns for the sales team. • Leveraged data and reporting to deepen understanding of demand generation and channel campaign performance.• Produced ON24 webinars for prospects and partners to enhance ADPs opportunity pipeline.

Louisville, Kentucky, Us

Led wellness product communications strategy and execution to drive member engagement for Go365 Wellness and Employee Assistance Program (EAP) and Work-Life Services products. Responsible for content strategy, roadmap and calendar for member-facing wellness products. Began as contract consultant through LanceSoft. • Developed member-facing campaigns to drive engagement strategy, while managing end-to-end project implementation and reporting. Managed legal, compliance and leadership review and approvals for all content.• Developed integrated campaigns using the following channels: website, app, email, direct mail, video, social media posts (Twitter, Facebook), community posts, blog content, podcasts, articles, push messages and SMS.• Collaborated with partner teams, creative agencies and subject matter experts to develop and deploy content.• Leveraged data and reporting to deepen understanding of member needs and campaign performance.• Implemented test and learn strategies to strengthen and optimize member campaigns.• Proficient with Sprout Social and Sprinklr social media management platforms, Workfront project management platform, IBM Marketing Software (IMO) and SharePoint.

New York, New York, Us

Provided marketing communications leadership for Pfizer’s global contract development and manufacturing organization (CDMO), attracting prospective customers through a wide range of marketing channels. Led internal and executive communications. Led global operations for intellectual property separation between CDMO clients and Pfizer. Position eliminated through company reorganization.• Planned and executed internal communications strategy and tactics engaging Pfizer CentreOne and Pfizer Global Supply, driving awareness and showcasing alignment of unit goals with Pfizer’s corporate strategy. • Communications included business development messaging, executive communications, newsletters, global town hall broadcasts, PowerPoint presentations, MyChannel videos and Yammer posts. • Wrote, edited and proofread web content, newsletters, white papers, thought leadership articles, blog articles, advertorial, presentations, public relations content, testimonials, sales sheets, and email communication. • Developed communication tools and helped plan internal and external events, including global business unit meetings, tradeshows and conferences. • Developed and implemented customer acquisition strategies for global business development team, while leveraging customer insights. • Managed multiple projects and budgets, advertising agency, and legal and leadership content approvals.• Completed multiple re-brand projects and implemented the new brand across internal and external channels.• Developed and implemented social media content strategy. Proficient in Sprinklr.• Led commercial firewall maintenance projects separating client intellectual property from Pfizer’s; planned secured access document migration, assigned training to colleagues and global supply partners.

Kalamazoo, Mi, Us

Provided leadership as the senior marketing staff member for academic programs delivered completely online or at a WMU regional location. This team served as an internal agency working with colleagues from every academic college to launch and gain enrollment for academic programs for contemporary students (adult learners). • Developed go-to-market strategies to launch new academic degree programs and new WMU locations through paid, earned owned and social media channels. Aligned plans and campaigns cross-functionally with subject matter experts (faculty) and sales (recruiters). Tracked path-to-enrollment (path-to-purchase). • Developed and managed strategy, tactics, creative execution and budgets for campaigns, including brand awareness, customer relationship marketing (CRM) / inbound marketing, digital lead generation, events and media relations activities. • Published website content (Drupal CMS) and created CRM landing pages for digital campaigns.• Identified public relations opportunities, ensuring earned media aligned with strategy.• Managed designers, photographers, videographers, and agencies for digital, media buying and public relations. • Monitored social media channels, and responded to controversial comments and posts. • Wrote, proofread and edited web copy, testimonials, alumni profiles, news releases, ads, emails, social media posts, brochures, sales sheets and other collateral materials. • Developed and nurtured community partnerships to elevate WMU in the communities we serve.• National conference presentations: UPCEA MEMS, "Our Marketing Automation Journey," Dec. 2017, Washington, D.C. American Marketing Association Higher Education Symposium, “Extending Your Marketing Reach with Marketing Automation,” Nov. 2018, Orlando, FL.• Represented department in 2018-19 cohort for WMU's Everyone Counts Diversity Learning Community for Race, Privilege and Power.

Kalamazoo, Mi, Us

• Served as Team Leader for a group of three colleagues on the adult critical care marketing communications team, mentored and coached team members, and was ultimately responsible for team performance.• Developed and executed system-wide corporate communications strategies, including employee communications, clinician communications, message creation, internal issue management and change management plans.• Developed change management communications plans supporting physician use of EMR to communicate directly with patients and families. • Developed and executed service line marketing, e-strategy (Web, digital, social media, SEM, SEO), advertising, public relations, writing, video, collateral material development, internal/external communications and publications.• Served as the contact for media relations opportunities in assigned areas; wrote news releases and media alerts; coordinated with journalists.• Worked with our agency, freelancers and internal design team to develop digital and print collateral materials, while ensuring accuracy, consistency and brand standard adherence.Selected accomplishments: • Promoted twice for exceeding business goals• Appointed brand team lead 2010-2014 and adult care services team lead 2014-2015• Earned the Silver Award, HealthLeaders Media: Best Direct-to-Consumer Campaign (2007) for Bronson’s bariatric surgery program• Maintained Bronson brand recognition and increased brand preference over competitors in primary and secondary markets for areas of responsibility 2000–2013• Launched Shop Bronson online store to support employee engagement strategy. • Oversaw launch of new cardiology practice in the Battle Creek area, new heart failure clinic, new amyotrophic lateral sclerosis (ALS) clinic and new specialty physicians.

Kalamazoo, Mi, Us

• Brand team leader (January 2010–May 2014) for a team consisting of vice president, director and graphics supervisor. Was main agency contact and managed all brand-related projects, including brand management, campaign development/implementation and media strategy. Managed budget to ensure accurate accounting and budget allocation.• Developed and executed service line (product line) marketing strategy: web, digital ads, paid search, video, social media, SEO, print ads, public relations, content, internal and external communications, and publications.• Developed and executed system-wide corporate communications strategies, including employee communications, clinician communications, message creation, internal issue management and change management plans.• Provided strategy, tactics and materials to transition the Bronson Health Foundation from a grantmaker into a philanthropic destination and to build a donor base.• Developed change management communication plans for patient and family-centered care initiative for women’s and children’s services, which served as a roadmap to launch this initiative for all other patient care services. • Supported internal change and communications initiatives for new technology, new services and new care delivery models.• Served as media relations contact in assigned areas; wrote news releases and media alerts; cultivated relationships with and coordinated with journalists; maintained HIPAA privacy compliance.• Worked with agency, freelancers and internal design team to develop collateral materials while ensuring accuracy, consistency and brand standard adherence.• Monitor and analyze competitors.Selected accomplishments:• Launched new initiatives: Artis Zee Biplane, Pipeline Stent, Solitaire FR Device, O-Arm, and Bronson FastCare.

Kalamazoo, Mi, Us

• Developed strategy and plans, and implemented tactics for pediatrics, obstetrics, surgical services, women's health, diagnostics, adult medical services, senior adult services, geriatric services, primary care, palliative care, bereavement, patient safety, and environmental safety.• Planned, wrote and managed communications content, including videos, brochures, booklets, articles and advertisements.• Wrote and developed patient education pieces for patients and their family members, targeting low-literacy audiences.• Plan and implement large-scale community events to promote national speakers and to engage the communities served by the health system.• Managed Bronson's consumer newsletters from planning to publication.• Wrote and managed grants to support Kohls Cares program to support Safe Kids Kalamazoo and Bronson's childhood injury prevention services 2006-2011.Selected accomplishments:• Launched new services/technology: da Vinci Surgical System, Bronson Blood Management, Bronson Medical & Surgical Weight Management, Patient and Family Centered Care, Oncology Nurse Navigator Service, Breast Nurse Navigator Service, Bronson for Seniors and Bronson Center for Integrative Medicine.• Rebranded Bronson Children's Hospital with new name and logo, and implemented the new brand (2010-2011).• Launched Walk Across Kalamazoo (now Bronson Children's Hospital Walk/Run), increasing participants and funds raised four consecutive years (2008 to 2011).• Supported communications for Bronson’s $181 million facility (2000), and was communications team lead for $38 million redevelopment of Bronson’s North Campus (2007).• Developed and implemented strategy to maintain preference for women’s, children’s, and surgical services over an 11-year period.• Silver Award from HealthLeaders Media: Best Direct-to-Consumer Campaign (2007) for Bronson’s bariatric surgery program. • Helped grow Bronson for Seniors membership program from 2,000 to more than 4,500 (2000-2005).

Master Of Arts (Ma), Organizational Communication

Bachelor Of Arts (Ba) & Bachelor Of Science (Bs), Majors: Public Relations, Philosophy (Ethics Emphasis); Minors: Journalism, Music