Summary
Overview
Work History
Education
Skills
Accomplishments
Certification
Awards Recognition
Timeline
Generic

Aidan Bouchelle

Holbrook,NY

Summary

Strategic and results-driven digital marketing leader and MBA with 15+ years of experience, specializing in B2B and DTC marketing strategies within the life sciences and commercial sectors. Proven expertise in driving digital transformation, optimizing customer engagement, and enhancing conversion metrics through data-driven approaches. Demonstrated success in developing and executing multi-channel customer communications and marketing strategies, with a focus on promoting energy efficiency programs, customer assistance programs, and safety initiatives. Adept at leading high-performing teams, managing agency relationships, and ensuring compliance with regulatory requirements.

Overview

14
14
years of professional experience
1
1
Certification

Work History

Associate Director, Digital Experience

Taconic Biosciences
06.2022 - Current
  • Orchestrated the development and execution of a 5-year MarTech and omnichannel strategy, aligning capability evolution, resource requirements, and technology fitness with business goals.
  • Spearheaded data-driven digital marketing campaigns that improved conversion metrics by 15% and drove 13% new lead growth through integrated marketing strategies focused on customer needs.
  • Led and mentored a high-performing digital experience team of 3 professionals across web development, content creation, and digital analytics, fostering collaborative innovation that improved web request turnaround time by 28%.
  • Designed and implemented sophisticated lead nurturing programs in HubSpot and Salesforce, creating 15+ automated workflows that segmented customer personas by specialty and engagement level, resulting in a 22% increase in qualified lead conversion.
  • Developed customer journey frameworks across multiple audience segments to enhance user experience, reduce friction, and optimize conversion rates.
  • Led a CMS platform migration from MoveableType to AEM (Adobe Experience Manager), demonstrating expertise in content creation platforms.
  • Engineered user journeys for preclinical drug research products, demonstrating therapeutic area understanding.


Associate Director, Marketing Operations

Taconic Biosciences
04.2021 - 06.2022
  • Developed metrics and measurement frameworks outlining objectives, KPIs, data collection methods, reporting, and optimizations to track and improve marketing effectiveness.
  • Developed and managed paid social media campaigns on LinkedIn and Facebook, implementing A/B testing across multiple creatives, ad formats, and messaging to optimize campaign performance and achieve a 25% improvement in ROI.
  • Designed and executed a comprehensive A/B testing program across digital channels, evaluating 30+ variables (ad creative, landing page designs, call-to-action placement, email subject lines), which resulted in an 18% improvement in landing page conversion rates and a 28% increase in email open rates.
  • Constructed marketing capability operation models and process frameworks that improved conversion rates and streamlined workflows.
  • Improved marketing technologies to streamline lead management, reducing lead-to-opportunity time by 10%.
  • Formulated business transformation programs with organization-wide alignment.

Marketing Advisor

Canon USA
03.2020 - 04.2021
  • Led interdepartmental teams to develop and execute high-performing marketing initiatives, leveraging data analytics to optimize marketing channel performance and drive ROI.
  • Developed and executed email marketing strategies built on marketing automation workflows that aligned with brand growth objectives, leading to a 10% year-over-year increase in Q4 sales.
  • Created innovative omnichannel marketing assets that enhanced brand visibility, leveraging data-driven insights to meet strategic goals within 12 months.
  • Implemented marketing technology strategy and data governance frameworks.
  • Conducted competitive audits to evaluate digital presence against industry competitors, identifying key opportunities for differentiation.

Sr. Analyst Web & Social Media

Canon USA
05.2011 - 03.2020
  • Created optimization strategies based on web and social media analytics, driving commerce growth through the establishment of standardized KPI tracking processes and performance benchmarks.
  • Conducted in-depth analysis of web engagement metrics (bounce rates, session duration, page flow patterns, conversion funnels) to identify friction points and optimization opportunities, resulting in a 32% improvement in user experience metrics.
  • Monitored competitor digital marketing strategies and provided insights into messaging, ad spend, and campaign effectiveness.
  • Leveraged social listening, keyword tracking, and industry reports to identify opportunities for digital growth.
  • Utilized multi-touch attribution modeling with Google Analytics and Tableau to accurately track customer interactions across digital touchpoints, enabling optimal allocation of marketing budget.

Education

MBA - Information Systems

New York Institute of Technology

Bachelor of Science - Management

Keuka College

Skills

  • Omnichannel Strategy
  • B2B and DTC Marketing
  • SEO/SEM
  • A/B Testing
  • Marketing Automation (HubSpot)
  • CMS Platform Management
  • Paid Social Advertising
  • Email Marketing
  • Adobe Analytics & Google Analytics
  • Therapeutic Marketing Expertise
  • Digital Transformation
  • Customer Journey Mapping
  • Marketing Strategy
  • Campaign Management
  • Budget Management
  • Vendor Management
  • Cross-Functional Leadership
  • Stakeholder Communication
  • Performance Analysis
  • Process Improvement
  • Digital Transformation

Accomplishments

  • Customer Communications & Marketing Strategy: Development and execution of comprehensive strategies aligned with business objectives, regulatory mandates, and customer needs.
  • Multi-Channel Marketing & Campaign Management: Expertise in planning and executing campaigns across digital, print, social, out-of-home, and grassroots activations.
  • Regulatory Compliance & Communications: Deep understanding of compliance-driven communications, particularly within regulated industries, including experience with rate cases and program filings.
  • Customer Engagement & Experience: Proven ability to drive customer engagement, improve satisfaction, and deliver inclusive, accessible, and personalized messaging.
  • Brand Management & Messaging: Expertise in upholding brand standards, ensuring consistent messaging, and providing creative and editorial oversight.
  • Data-Driven Marketing & Analytics: Strong analytical skills with experience using customer insights, segmentation, and performance data to inform strategy and optimize campaigns.
  • Leadership & Team Management: Proven ability to lead and develop high-performing teams, foster collaboration, and manage external agencies.
  • Budget Management & ROI: Demonstrated success in managing budgets, forecasting, and measuring ROI across marketing and communications programs.
  • Crisis Communications: Experience in leading customer communication efforts during emergencies, outages, or other high-impact events.

Certification

Digital Analytics, NYU, 2014

Awards Recognition

  • Marketing Award, Taconic, 2022
  • President's Award, Canon USA, 2018

Timeline

Associate Director, Digital Experience

Taconic Biosciences
06.2022 - Current

Associate Director, Marketing Operations

Taconic Biosciences
04.2021 - 06.2022

Marketing Advisor

Canon USA
03.2020 - 04.2021

Sr. Analyst Web & Social Media

Canon USA
05.2011 - 03.2020

Bachelor of Science - Management

Keuka College

MBA - Information Systems

New York Institute of Technology

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