Cross-Channel Strategy & Execution
These campaigns reflect my end-to-end approach to omnichannel marketing, connecting brand strategy, creative storytelling, and measurable outcomes across digital, social, and field channels. Each initiative was built to translate complex science into clear, credible narratives that drive awareness into clinical action.
Campaign 1: Building Differentiation Through Strategic Collaboration
Partnering closely with the sales team and hospital stakeholders, I led the development of a cross-channel campaign focused on workflow optimization and process visibility rather than clinical claims. By aligning our messaging to operational value and collaboration, we positioned our solution as the easiest partner to implement, helping the hospital meet its own quality and performance goals.
This strategic pivot allowed us to outperform competitors with stronger clinical portfolios by highlighting efficiency, partnership, and measurable system-level impact.
Campaign 2: Reframing Market Perception Through Integrated Awareness
With no new product to announce, this campaign focused on elevating perception rather than expanding offerings.
Through targeted paid media, thought-leadership speaker programs, and data-driven messaging, we reshaped industry perception from legacy vendor to innovative RNA-driven partner, countering competitors who were overpromising and underdelivering on clinical depth.
Campaign 3: Amplifying Credibility Through Thought Leadership Activation
This campaign centered on activating a network of respected thought leaders to extend brand credibility and clinical relevance across multiple platforms. I partnered with medical affairs and marketing teams to identify and collaborate with key experts who could authentically champion our science.
Through webinars, product theaters, and (ghost)authored articles, we created an integrated ecosystem of trusted voices that educated clinicians, reinforced brand leadership, and drove sustained engagement across the field.
