Vice President Content Strategy

Jim Edwards

Vice President Director of Content Strategy Healthcare & B2B Marketing Content Marketing Leadership Editorial Strategy AI- Powered Campaigns

***** *** ***** ***** ****. Whitmore Lake, MI 48189 734-***-**** ****@*************.***

www.linkedin.com/in/jimmedwards

SUMMARY

Vice President Director of Content Strategy UX & Digital Experience Modular Content Systems Content Governance Keywords: Content Strategy Editorial Management Digital Marketing Omnichannel Campaigns AI Content Tools Healthcare Marketing Patient Education CRM Brand Voice Modular Content Cross-Functional Team Leadership SEO SaaS Content Strategy

Ambitious content strategist who lives by “content isn’t what it is—content is what it does.” I’ve spent 20+ years delivering measurable business impact—boosting engagement 35%, reducing costs 12%, and improving retention 20%—through AI-enhanced, behavior-led content systems for regulated industries and enterprise brands. Adept at content audits, IA/taxonomy frameworks, and governance models that improve navigation, personalization, and cross-channel orchestration. Proven ability to lead cross-functional teams—UX, design, dev, analytics, and creative—through complex content challenges and omnichannel transformations. Trusted advisor for C- level stakeholders, with a track record of leading strategic engagements and narrative development for global brands. Strategy: Content Strategy, Modular Content Systems, Persona Development, CRM & Lifecycle Strategy Execution: Omnichannel Campaign Integration, Content Performance Optimization, AI-Augmented Workflows Management: Cross-Functional Leadership, Editorial Operations, Enterprise Voice Governance Technical Skills: SEO, SaaS Content Strategy, DAM integration EXPERIENCE

INSPYRE HEALTH PUBLISHING, Ann Arbor, Michigan

Mission-led publishing firm delivering behavior-driven content for patients, caregivers, and professional learners VP, Content Strategy & Patient Education Founder & Publisher, 1999-present Founded and lead a boutique content marketing agency specializing in high-impact, behavior-driven patient and healthcare provider engagement. Directed strategic planning and execution of modular content systems across 60+ high-compliance projects, significantly boosting patient adherence rates, HCP satisfaction, and client ROI across pharma, biotech, and health tech sectors.

• Delivered enterprise-level patient education initiatives for top pharma clients (AbbVie, Gilead, Alexion and others), integrating print, digital, CRM, and SEO components, resulting in increased patient engagement (35%), improved adherence metrics (25%), and recurring annual print and digital orders exceeding 40,000 units.

• Architected scalable UX/editorial workflows enabling rapid translation into 5+ languages, facilitating seamless global distribution through provider offices, digital channels, and public health initiatives, and reducing content localization timelines by 30%.

• Directed comprehensive content operations, from initial journey mapping and user persona development through implementation of standardized voice/tone guidelines, automated version control, and DAM integrations—streamlining production cycles by 25% and significantly enhancing content governance and consistency.

• Managed cross-functional teams of designers, clinicians, researchers, and developers across North America, driving collaborative execution of strategic content initiatives.

• Acted as strategic advisor and trusted partner to senior brand teams and agency collaborators, consistently selected to troubleshoot and turnaround underperforming content systems, recovering stalled projects, cutting production delays by up to 40%, and restoring stakeholder confidence and long-term client relationships. Balanced executive leadership of Inspyre Health with corporate roles at Edwards Brothers Malloy from 1999–2015. Representative Engagements – Strategic Content Systems Driving Scalable Growth and Behavioral Impact in Regulated Industries AbbVie – Omnichannel Patient Engagement System for Urologic Oncology

• Strategically expanded AbbVie’s advanced prostate cancer education initiative from clinician-authored print guides to a comprehensive omnichannel ecosystem (eBooks, audiobooks, CRM content).

• Resulted in a sustained increase in annual distribution (16,000+ copies) integrated into standard HCP workflows, boosting patient adherence by 30% and improving HCP satisfaction scores across participating clinics. Gilead Sciences – Multilingual Hepatitis B Awareness Initiative

• Architected and deployed culturally tailored, stigma-reducing content campaigns across diverse underserved communities.

• Delivered multilingual assets (English, Vietnamese, Korean, Traditional Chinese), resulting in increased patient education outreach, measurable improvement in community engagement (2M+ impressions), and a 25% increase in clinical referrals for screenings and vaccinations.

Alexion Pharmaceuticals – Rare Disease Onboarding Content (PNH)

• Designed cross-channel onboarding experiences, simplifying complex medical information for patients, caregivers, and healthcare providers.

• Created user-centric frameworks including welcome kits, digital adherence journeys, infographic diagnostic guides, and provider communication scripts, leading to a documented 40% improvement in patient onboarding efficiency and adherence to prescribed treatments.

University of Michigan – AR/AI Global Training Platform for Clinical Decision-Making

• Directed the strategic integration of content for AI and augmented reality technologies in a global nursing and allied health training platform designed for low-resource settings.

• Launching comprehensive medical procedure-based AR modules focused on nursing and medical procedures, projected to train over 5,000 healthcare students in North America, projected to reduce clinical decision-making errors by 20% and decrease required instructor time by 70%.

SPRY IDEAS, Ann Arbor, Michigan

Founder & Principal Strategist, 2015-2020

Founded and scaled a strategic content marketing agency focused on regulated industries, leveraging innovative AI-driven editorial workflows and CRM-integrated content strategies to accelerate client growth and engagement. Directed end-to-end content ecosystems for enterprise clients across healthcare, SaaS, and automotive sectors, consistently exceeding lead generation and sales enablement benchmarks.

• Generated measurable sales impact: Designed and executed full-funnel, persona-driven content systems generating 2,300+ qualified leads and achieving a sustained 25% close rate for high-LTV health-tech products, surpassing industry averages by 25%.

• Optimized omnichannel performance: Led complex omnichannel campaigns (email, web, CRM, sales enablement) utilizing modular content frameworks, achieving up to 30% improvement in customer lifecycle conversions through personalized messaging sequences.

• Enhanced client content operations: Directed comprehensive enterprise-wide content audits and digital migrations, standardized CMS environments across client organizations, achieving a 35% increase in operational efficiency, significantly enhancing compliance and content performance while optimizing resource allocation.

• Built and mentored high-performing teams: Managed cross-disciplinary editorial teams of UX specialists, content strategists, and digital producers, driving alignment with strategic brand voice and marketing objectives, achieving a 90%+ internal satisfaction rating and enhanced team retention.

• Strategically advised C-suite leaders: Served as lead facilitator in executive workshops, aligning complex product narratives with corporate marketing objectives, directly contributing to client product launches and market repositioning.

• Built and maintained content performance dashboards using Excel and Tableau to visualize engagement metrics, content ROI, and behavioral impact trends across CRM campaigns.

ADDITIONAL EXPERIENCE

EDWARDS BROTHERS MALLOY, Ann Arbor, Michigan, 1989-2015 Senior leadership driving strategic growth in a print production environment, digital transformation, and client success across global publishing markets.

Director of Business Development (2010–2015)

• Led strategic growth initiatives resulting in $30M+ annual revenue from enterprise-level publishing clients (Pearson, SUNY Press, Oxford and others), by creating and executing scalable, hybrid digital and print content ecosystems for academic, healthcare, and education markets.

• Strategically repositioned legacy print business toward high-margin regulated markets (pharma, medical education, higher education), successfully leading go-to-market strategies and expanding strategic partnerships with global clients. Sales Manager, Eastern Region (2002–2010)

• Directed regional sales teams driving consistent annual growth of 15–20%, building strategic partnerships with key institutional clients and significantly expanding market share in medical, educational, and professional publishing sectors. Manufacturing Operations Manager, Lillington, NC (1999–2002)

• Led operational transformation by championing early adoption of print-on-demand (POD) technology, cutting production timelines by 60%, increasing per-order profitability by 15%, and enabling seamless hybrid digital/print delivery solutions across multiple locations.

• Managed high-performance, cross-functional production teams of 80 employees, overseeing rigorous production standards and high-volume workflows for regulated markets including pharma, medical training, and professional education. EDUCATION

City University of New York, New York, NY

Master of Business Administration (MBA)

University of Wisconsin–Madison, Madison, WI

Bachelor of Arts, French Minor: International Business SPEAKING & STRATEGIC ENGAGEMENTS

Influential Keynote Speaker & Workshop Leader:

• Identified as the “OG of Copy and Content”—invited as a paid presenter to deliver 40+ keynotes and AI-driven content strategy workshops via Vistage, TEC, and industry conferences, reaching senior audiences from 1,300+ companies across North America. Most recent speaking engagement was May 2025; video demos available via LinkedIn.

• Regularly featured speaker at premier marketing industry conferences, most recently in May 2025, presenting original insights and strategic frameworks in content marketing, AI integration, and customer engagement.

• Consistently received audience satisfaction ratings exceeding 95%, with selected presentations recorded and available via LinkedIn to further validate thought leadership and influence. Creator, 7-Step Content Mastery Framework:

• Developed and popularized a strategic content marketing framework adopted widely by executive audiences across diverse industries to scale and optimize customer acquisition, engagement, and retention. Executive-Level Educator & Guest Lecturer:

• Regularly invited lecturer and strategy session leader at University of Michigan and Adrian College, covering advanced strategic topics in content marketing and behavior-led customer engagement. Lead Executive Presenter for Strategic Business Development:

• Served as the lead presenter on high-stakes pitches, strategic brand repositionings, and cross-functional narrative development projects, driving client growth, retention, and revenue targets beyond industry benchmarks. Featured contributor on AI-powered copywriting and behavioral marketing

• LinkedIn posts and articles, with 8,000+ followers and consistent engagement CORE COMPETENCIES

Strategic Content Leadership: Executive Content Strategy Narrative Architecture Omnichannel Marketing Modular Content Systems Strategic Content Architecture Behavior-Driven Content Innovation AI & Digital Expertise: AI-Augmented Workflows CRM & Lifecycle Systems SEO Strategy Digital Asset Management AI Content Platform Integration (ChatGPT, Jasper)

Audience & Behavioral Marketing: Persona & Audience Segmentation Full-Funnel Optimization Patient Education Executive Management: Cross-Functional Leadership Thought Leadership Strategic Consulting Workshop Facilitation

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