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  • Worked as independent consultant to the Mayo Clinic to optimize their site's online advertising revenue.  Using a an economic scenario forecasting model (built in Excel), I uncovered an incremental $6 Million in annual revenue potential left on the table
  • Selected to present my research and POV at the FDA hearings on 'Pharmaceutical Companies & Social Media' in Washington D.C. in November, 2009
  • Wrote and published thought leadership related to the pharmaceutical marketing industry, such as a white paper entitled,"Social Media: Facing Pharma's 800lb. Gorilla"


  • Experienced, passionate digital marketing strategist with broad healthcare experience - including pharmaceutical and OTC products, on both consumer and physician campaigns  (Specialized experience in biotech and oncology)
  • Strategic thinker with a strong background in research & analytics, with a very keen ability to translate data into actionable insights to inform creative, brand positioning, and customer segmentation
  • Enthusiastic technophile, immersed in latest tech innovations and emerging media and their marketing applications
  • Strong client leadership ability and exceptional presentation skills.  Integral to new business development team

Work experience

Jan 2011Present

Digital Marketing Director

Nature's Products
  • Independently introduced and managed a new digital marketing department for a global contract manufacturer & packager of consumer healthcare products.  Doubled the company's e-commerce revenue and oversaw over $1M in digital marketing budgets annually.
  • Ran the entire e-commerce channel as well as all digital marketing activities for 4 large direct to consumer nutritional supplement brands including: Rainbow Light, Blessed Herbs, Iceland Health, and Champion Nutrition.  Planned and implemented digital marketing initiatives that aligned with overall business goals & strategic objectives of each brand. 
  • For all 4 brands, coordinated all digital marketing activities including: market research and strategy development, marketing planning, digital media plan and buy, search engine optimization and PPC, and analytics and reporting for all digital initiatives.
  • Managed 4 new e-commerce website build projects concurrently, all built on the ASPDOTNET Storefront platform, each from conception and wireframes all the way through execution and programming
  • New site implementation resulted in 200% growth in the company's e-commerce revenue
Jul 2007Jan 2011

Manager, Digital Strategy

Heartbeat Digital
  • Lead digital marketing strategy consultant for a roster of Fortune 500 clients that includes: Con Edison, The Mayo Clinic, Sanofi Aventis, Merck, BD Medical, GlaxoSmithKline, & Memorial Sloan Kettering Cancer  

Example: For sanofi aventis corporate - researched competitive mobile trends, created framework for evaluating mobile opportunities, and developed an enterprise-wide mobile marketing strategy for sanofi's suite of brands

  • Continually conduct digital trends research, manage our agency's Twitter feed on digital innovations, and author thought leadership papers for clients and internal groups
  • Lead a team of analysts to measure and optimize digital marketing programs including mobile, community, websites, and eCRM 

Example: Led digital marketing strategy development for Amgen – recommendations included optimization of unbranded website, SEM campaign, and a redesign of brand site to better drive conversion.  New strategy implementation resulted in $2M incremental revenue to the client

  • Build complex economic forecasting models (in Excel), designed to help clients forecast ROI for various digital initiatives, creating economic rationale to support strategic recommendations
  • Lead primary qualitative and quantitative research initiatives--online and in-person. Conduct ethnographic research, focus groups, and IDI’s with physicians and patients, synthesize research results, and identify relevant consumer insights to inform digital strategy
  • Lead new business pitch efforts from start to finish--includes drafting RFP response, pitch strategydevelopment and creative briefing, and client pitch presentation
Jul 2007Jan 2009

Senior Interactive Project Manager

Heartbeat Digital
  • Served as project lead for numerous simultanenous digital marketing projects for pharmaceutical marketing clients in a variety of therapeutic areas. Managed projects including unbranded, patient education websites, full branded sites for FDA-approved Rx treatments for consumers and healthcare professionals, mobile applications, and social community development.  Project scopes from $250K-$2M

Example: Managed entirety of design, development, and build process for a new, interactive unbranded, patient education website (a lead generation site for a new FDA-approved Crohn's disease Rx medication).  Upon FDA approval, managed the subsequent design and development for the branded product website,, and oversaw CRM efforts to transition unbranded leads to branded product trial.

  • Maintained client relationships from new project inception to launch, including initial project scoping and budget allocation, resource tracking through life of project, weekly internal and external project status reporting, and launch 
  • Managed internal teams of designers, copywriters, and front-end and back-end developers, through entire website and mobile application development process, on a variety of complex, interactive projects

Example: Memorial Sloan-Kettering Cancer Center, led internal teams to help develop 6 new "Cancer Prediction Nomogram" tools.  Web-based applications which apply research-based algorithms to help predict a patient's likelihood for cancer recurrence.  Patients can input data from their physicians regarding their tumor type, size, and treatment, and the Nomogram applies the algorithm and outputs a personalized result.  

May 2007Aug 2007

Digital Project Manager

Blue Fountain Media
  • Independently managed website design and development up to 4 simultaneous projects (approx. $250K each)
  • Conducted sales pitch phone calls and coordinated RFP response presentations, led client presentations
  • Scoped project budgets and oversaw entire website development process across technical, creative, and strategic teams while simultaneously managing client relationships and expectations


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La Universidad de Chile
  • Coursework in Entrepreneurship, Operations Management, and Econometrics, taught entirely in Spanish
Aug 2005May 2007

Bachelor of Science in Business Management

University of Richmond
  • GPA: 3.65, cum laude
  • Transferred after Hurricane Katrina in 2007
  • Member of University of Richmond Spider debate team
  • First place in "McKinsey Business Case Presentation Competition" in 2007
Aug 2002Aug 2005

Bachelor of Science in Business Management

Tulane University
  • Phi Beta Kappa Academic Honor Society
  • Member of the Tulane Entrepreneurship Club
  • Member of the Green Wave Debate Team

*Transferred due to Hurricane Katrina


Email Marketing
Create custom email marketing templates in various ESP platforms-Mail Chimp, AWeber, Constant Contact.  Design and code HTML emails, create segments in customer database, integrate social sharing functionality, monitor and track email performance.  Optimize emails based on performance data to consistently improve KPI's including open rate, click through, and conversions from email campaigns.
Google Adwords & Analytics
Continually monitor website analytics as well as AdWords PPC Campaign performance metrics, create custom analytics reports for internal brand teams on a monthly basis, utilize Google Analytics reporting to track progress towards goals as well as multi-channel attribution.
Adobe Photoshop
Proficient in basic Photoshop skills including some graphic design and image editing for the web.
Presentations (PowerPoint, Prezi)
Excellent presentation design skills--including advanced PowerPoint functionality such as embedding Flash and video into presentations, custom animations, etc.  
Social media monitoring and reporting
I have done extensive work in social media conversation mining, and in translating the data into meaningful, actionable insights for my clients.  Experience includes: automating sentiment analysis, visualizations of social media data, creating an algorithm for calculating social media ROI.