Led the launch of DTC strategies, media recommendations and digital lead generation tactics for a rare disease product.

Oversaw the Trulance direct-to-customer (DTC) campaign, leading a cross-functional team in the prioritization of customer insights and development of creative brief that generated numerous advertising concepts for market research testing.

Consulted with clients on methodology and stimuli for qualitative and quantitative market research of DTC campaigns, programs and media investments to drive brand objectives and key performance indicators (KPI)

Team lead for the Consumer Agency of Record (AOR), managing unbranded and branded patient strategy and communications plans including broadcast, digital, PR, Facebook, YouTube, OOH, radio, and print projects for the Movantik campaign.

Consumer AOR, managing a $9 million integrated DTC, digital, and CRM account for Pfizer brand, Xeljanz. Developed the Xeljanz DTC launch strategy based on data gathered in market research with consumers.

Established brand positioning, including the "Body Language" campaign, unbranded "RethinkRA" campaign, and consumer collateral for both traditional and digital media deployment.

Provided strategic leadership and supervision over an account team of 8 for the Lyrica, Lialda, and Pentasa brands, developing an integrated promotional plan and tactical implementation of sales materials and digital programs to meet clients' objectives, driving business with key physician and patient types.

Led the account team in the positioning, messaging and launch campaign development for two novel insulin products. Participated in market research studies and developed research discussion guides.

Brand team lead on professional promotions, developing new sales and training materials for field force. Presented materials to Novartis and contract field forces. Team member of both the Focalin XR and Lumiracoxib Brand teams. Analyzed consumer opinions to effectively develop the Lumiracoxib consumer launch strategy, market research plan, messaging, DTC campaign, and budget.

Led the professional brand repositioning and customer segmentation for Celebrex during the summer of 2005. Determined the sustainable, differentiating professional positioning based upon qualitative market research assessing optimal Celebrex attributes and brand elements. Presented Celebrex “Beyond Relief” positioning and new creative concept recommendations and tag lines to marketing and sales leadership.