My Experience & Accomplishments
Growth-driven digital marketer with 12+ years of experience in life science / biotech industry
Sr. Manager, Digital and Marketing Operations | Medrio
June 2022 - December 2023
Spearheaded the implementation of a robust multi-channel digital marketing and operations strategy including top of funnel, always-on awareness programs and hyper-targeted demand generation, retargeting, and email nurture / retention campaigns while leading and coaching a lean in-house team of web, social, and marketing operations functions as well as key agency relationships.
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Led activations of digital components for brand, segment, and account-based marketing initiatives, defining tactical plans, including budget, campaign themes, segmentation, data requirements, and success metrics
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Implemented digital retargeting programs, driving high-intent traffic to the website to support lead generation.
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Developed and optimized brand awareness advertising campaigns, leading to 35% increase in click-through rate and 72% more conversions, resulting in a 36% reduction in cost-per-click over 12 months
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Led the development of targeted and actionable digital measurement plans, KPIs and standardized reports to measure effectiveness of marketing campaigns
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Successfully spearheaded the website re-platform initiative and content overhaul, resulting in improved site speed and SEO within 6 months
Digital Marketing Manager | Roche
October 2016 - May 2022
Demonstrated strong leadership skills in a highly matrixed environment and successfully developed and implemented a transformative digital marketing strategy in accordance with corporate compliance guidelines, collaborating with product marketing and external agencies. Represented and led the US Sequencing business unit to successfully roll out the US website, in partnership with Medical / Legal / Regulatory and data privacy requirements specific to the United States. Provided actionable insights to stakeholders at all levels of the organization, driving data-driven decisions.
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Developed and owned comprehensive dashboards and delivered expert-level recommendations to marketing stakeholders based on metrics and KPIs for digital marketing initiatives, including outbound advertising and SEM, email campaigns, website engagement, and social media
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Collaborated with product marketing to strategize and execute email campaigns focused on acquisition, and expansion (cross-sell / up-sell)
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Managed the annual planning and execution of the digital and content syndication program for awareness, demand generation across a $500k budget and multiple agency partners
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Attained 95% organic growth in 12 months by increasing search engine visibility through SEO, driving 61% website traffic, with $457k in ecommerce revenue
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Strategized and launched the social media channel for the US market, achieving 201% net audience growth and 604% improvement in engagement rate over 12 months
Digital Content Lead / Marketing Specialist | Corning Life Sciences
2010 - 2016
Spearheaded content development during the CLS website migration to Adobe Experience Manager. Collaborated with internal stakeholders to drive optimization. Developed and migrated to a new taxonomy to reflect consistent experience across content pages and catalog.
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Drove website improvements in support of long-term strategy utilizing analytics and insights reporting; Managed digital content across the US, EMEA, China, and Japan websites.
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Implemented website governance and digital best practices, and delivered thought leadership trainings across global counterparts
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Led the development of Life Sciences email marketing program to drive brand awareness and lead generation initiatives
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Supported social media marketing
Skills
Marketing (Omni- / Multi- channel)
Demand / Lead Generation
Website strategy and Optimization
Search Marketing (SEO / SEM)
Marketing Automation
Email Marketing
Social Media Marketing
Digital Analytics and KPIs Tracking
Marketing Operations
Soft Skills
DEI Advocate - Women's Leadership, Disability Awareness and Inclusion in the workplace
People Leader - Lead with empathy, trust, and accountability
Cross-functional collaborator
Data-Driven Decision Maker
Creative Thinker / Problem Solver
Budget Management
Technology Experience
Content Compliance
Veeva: Vault PromoMats
Project Management
Adobe WorkFront, Asana
Data: Enrichment and Intelligence
ZoomInfo (RingLead), GlobalData, NeverBounce
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Web Content Management
Adobe Experience Manager, WordPress
SEO
BrighteEdge, Semrush
Marketing Automation
Marketo Engage, HubSpot
Social Media Marketing
HootSuite, Sprout Social
Sales Enablement
Showpad
ecommerce
Adobe Commerce
CRM
SalesForce
Website Analytics
Google Analytics
Design and Productivity
AI Prompts for Marketing
Adobe Creative Suite
Google Suite
Microsoft Office Suite
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Education
University Of South Carolina / Master of Arts in Media Arts
August 2003 - May 2005, COLUMBIA, SC
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S.N.D.T. University / Bachelor of Science
June 1993 - May 1998, PUNE, INDIA
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Cornell University / Marketing Strategy Certificate
June 2014 - December 2014
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George Washington Business School / Advisory Council Member
(Digital Marketing Certificate Program)