Featured Projects

2025 Growth Marketing Plan for a B2B Health Company

2025 marketing plan document outlining an overview, business objectives, target market, situation assessment, marketing strategies including awareness, credibility, differentiation, marketing goals like generating impressions, sales, and increasing shareholder communication.

Overview

Built a 2025 marketing plan to support 25% YoY growth for a health-focused B2B/B2B2C product selling through employers and health payers. The challenge wasn’t product quality — it was low urgency and awareness, with early traction driven primarily by executive relationships.

My Role

  • Owned overall marketing strategy and prioritization

  • Defined revenue targets, budget allocation, and KPIs

  • Aligned awareness, credibility, and revenue programs with sales

  • Built an execution plan across paid media, partnerships, PR, and trade channels

Challenges I Faced

  • Selling an “invisible” health problem (blue light) with low market urgency

  • Required credibility through science, partners, and medical validation

Outcomes

  • Clear path to revenue contribution

  • Warmed pipeline for enterprise sales outreach

  • Shift from relationship-led growth to scalable demand generation

Enterprise and Healthcare Buyer Persona Development

Slide titled "Buyer Personas" with subtitle "Enterprise | Healthcare"; images of four professional individuals, two men and two women, in business settings.

Overview

Developed enterprise buyer personas to support a B2B and B2B2C healthcare product selling through employers and health systems. The challenge wasn’t lack of product value — it was navigating multiple economic buyers and influencers, each with different motivations, risk thresholds, and definitions of success.

My Role

  • Led persona development across enterprise and healthcare segments

  • Defined economic buyers vs. champions (CIO vs. CHRO dynamics)

  • Translated buyer goals into clear value propositions and supporting messages

  • Aligned personas to content strategy, sales enablement, and channel priorities

What Made This Challenging

  • Complex buying committees with shared but non-identical incentives

  • Required messaging that resonated with both business and technical leaders

  • Product addressed a low-urgency problem

Outcome

  • Clear, role-specific messaging for CIOs and CHROs in enterprise and healthcare

  • Improved alignment between marketing, sales, and partner outreach

  • Foundation for more effective campaigns, content, and sales conversations

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Business profile for Helen, Chief Human Resources Officer, featuring a headshot photograph, job description, goals, buying role, content preferences, value proposition, alternate job titles, and demographic details including age, gender, race, experience, and salary.