Social Media Team Leader
Resume:
Kathleen M. McGinley
*** ***** **, ***** ******, New Jersey
***********@*****.***
SUMMARY
Proven, customer insight-driven, integrated Omnichannel Marketer. Experienced strategic and cross- functional team leader delivers performance and ROI-based marketing results across a comprehensive marketing mix.
Drives strategic development, gains organizational alignment and manages executional excellence for initiatives from lead acquisition through conversion and retention initiatives including DTC Streaming and Linear TV, targeted digital channels (influencer social media partnerships, brand social media ads, mobile apps, dynamic web sites), podcasts, patient testimonials and long-form video content. EXPERTISE
Strategic planning, uncovering business opportunities, iterative optimization/measurement and operational excellence. Specialties: customer-centricity, health literacy, consumer campaign development for launching products and indications, integrated multichannel implementation; dbase and vendor set-up, measurement planning and analytics reporting management INDUSTRIES
GI (Gastroenterology) Erosive Esophagitis, Non-Erosive GERD and H. pylori infection, Immunology
(Plaque Psoriasis/Dermatology, Psoriatic Arthritis, Rheumatoid Arthritis, Multiple Sclerosis, Sarcoidosis) T2 Diabetes, Oncology, Cardiovascular, Women’s HealthCare, Respiratory, CNS
(Depression and Schizophrenia) Medical Device Marketing (Diabetes) and Consumer Package Goods
(Lean Cuisine/Nestle, Gevalia/Kraft Foods)
EXPERIENCE
PHATHOM PHARMACEUTICALS, Florham Park, NJ June 2022-Present Director, Consumer & Patient Marketing, GI (Erosive Esophagitis, Non-Erosive GERD, H. pylori) Lead first consumer campaign development for VOQUEZNA product launch across two indication approvals + Managed ~$80M annual Consumer Media plan + Employ iterative monthly digital media optimization approach based on leading indicators and confirmed by Rx lift metrics + Developed HCP and Patient Social Influencer program + Lead patient testimonial library development bringing product efficacy to life through patients’ experience + Consumer promotions contributed 26% annual revenue in Year 1 (Launch Year)
MALLINCKRODT, Hampton, NJ March 2021-June 2022
Director, Patient/Payer Marketing, Immunology (MS, RA, Sarc, Keratitis, Lupus, Infantile Spasms) Built cross-functional alignment to execute first patient acquisition pilot for ACTHAR GEL and patient CRM communication stream + Developed multichannel promotional plan for comprehensive Patient Support Offerings to patients to extend patient adherence + Lead patient ambassador program, bringing patient experience to life internally through Speaker Program and externally through promotion across target customers (Patients, Payers and HCPs) AMGEN, Berkeley Heights, NJ (Previously CELGENE) February 2019-March 2021 Associate Director, Direct-To-Patient Marketing, OTEZLA (PsO, PsA, Behcet’s Disease) Drove consumer campaign strategy + Planned and executed digital strategy including SEM and Social Strategy with an in-market test and learn approach + Optimized multichannel marketing mix/annual planning + Lead outbound patient support call program + Streamlined CRM for efficiency while remaining effective + Launched consumer marketing strategy for Behcet’s Disease and Scalp indication extension + Managed ~$120M annual Consumer Marketing Initiatives
(contributing 24% annual revenue) + Awarded DTC Top 25 Marketer of the Year (2020) VALERITAS, Bridgewater, NJ August 2018-January 2019 Patient Lead V-Go (Diabetes Device) Developed national consumer marketing strategy + Launched high-touch, personalized CDE patient support program to increase prospect conversion and patient persistency + Developed measurement plan + Managed analytics partner + Patient acquisition/lead development + DTC TV, print, Agency RFP, research + Managing Outbound and Inbound call center and fulfillment vendor processes for optimal consumer-brand experience SANOFI, Bridgewater, NJ May 2015-August 2018
Consumer Pt. Experience, MultiChannel Lead Toujeo (Diabetes) Drove annual brand and measurement planning for Diabetes Portfolio + Lead execution of all integrated initiatives including Web site development, digital acquisition pilots, product acquisition, conversion and patient support Senior Manager, Consumer CRM Toujeo (Diabetes) Developed CRM best practices for Sanofi including Health Literacy/Behavioral Model principles for program framework + Supported Toujeo launch, exceeding conversion goals + Developed franchise patient-centric approach for long-term customer engagement + Managed database vendor operations for Toujeo + Drove audit of dbasevendor and processes, across Diabetes and Cardiovascular team + CRM strategy and vendor partnership management + Lead franchise Patient Journey Mapping Development + Lead procurement process on RFPs and Audits for creative, operational and analytic partners VP, CRM Strategy + Account Consultant New York, New York March 2013-April 2015 CRM Strategist with McCann HumanCare for Diabetes PSP (Tradjenta, Jentadueto) Account Lead at CDMi Connect developed Global Franchise branding Biogen Idec Multiple Sclerosis Franchise + Developed AboveMS an online, dynamic, disease education hub that drives most appropriate leads to brands
VP, Account at The CementBloc Novartis AFINITOR Franchise focused on strategy development + New business pitches + Trained agency teams on integrated program best practices + Drove executional excellence of branded and unbranded web sites, banner ads, patient testimonials, a rare disease doctor locator mobile app, oncology PSP and PSP vendor management. THE HEALTHED GROUP, Clark, New Jersey February 2009-March 2013 VP, Management Supervisor Daiichi Sankyo Hypertension Franchise Developed PSP pilot for one product in 7 sales districts that demonstrated a 1.5% Rx lift + Managed roll-out both nationally and across the Franchise of products based on a successful pilot with flagship product + Led the team in development of consumer positioning and creative campaigns for the Franchise + Managed all digital execution (80% of marketing mix) including the development of coordinated Web sites + Responsible for leading strategic brand planning, ongoing analysis/optimization, strategic POVs and financial forecasting + Managed team of 8 Management Supervisor Celgene Oncology Franchise - Agency lead for online and offline patient education programs for blood cancer disease states (Multiple Myeloma and MDS) + Developed unbranded Web site and online app geared towards educating and customizing support resources for patients and caregivers
RTC RELATIONSHIP MARKETING, New York, New York April 2008-January 2009 VP, Account Director Bayer Women’s HealthCare - Senior Client contact and agency Brand Owner for Mirena and YAZ birth control products + Delivered category and brand awareness for Menopause Management Franchise: Climara, Climara Pro and Angeliq + Managed team of 6 OGILVY COMMONHEALTH, Parsippany, New Jersey July 2006-April 2008 Account Director AstraZeneca/Symbicort – Professional and Consumer Respiratory product launch + Brand team strategic partner + Implemented broadcast/print DTC and CRM + Spear- headed first long form video content + Managed AS and Sr. AE EDUCATION
University of Scranton. B.A. English, Communications Minor, Secondary Education Concentration
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