Alison Martin

Promoted to Senior Director in 2021 and reported to Chief Commercial Officer. Responsible for building digital marketing revenue and lead funnel.
● P&L responsibility resulting in 207% growth over 3 years by leveraging metrics to identify key growth channels and opportunities.
● Minimized lead rejection from 70% to less than 25% while maximizing MQL conversion. This was accomplished by analyzing lead rejection rates and implementing action-oriented lead generation intake responses.
● Debuted a marketing analytics platform to measure campaign effectiveness and ROI.
● Increased year-over-year SEO revenue by 398% and email revenue by 196% by identifying SEO as low-hanging fruit and bringing SEO technology platform in-house. This enabled the team to manage and optimize SEO on an ongoing basis.
● Introduced a new revenue channel through a web chatbot platform, generating more revenue opportunities than all other web channels combined in under a year.

Responsible for building team and rebuilding digital infrastructure to modernize technology and support growing needs of business.
● Established a digital team to support the growing company's needs.
● Rebuilt digital infrastructures, including marketing automation platforms, SEO, CMS, eCommerce, and marketing analytics.

Independent consultant for digital marketing and sales enablement. Specialties include development of marketing plans, digital and social strategy, and execution planning. Clients include pharma (pre-approval and global), life science, B2B, and B2C companies.

I continue to take clients on an ad-hoc basis. Services include:

• Digital Strategy & Execution
• Marketing strategy
• Marketing operations & technology consulting
• Website strategy, development, and optimization
• Email marketing
• Social media strategy and execution
• Market research (discussion guide development, interview moderation)
• Advisory board planning and execution
• SEM & SEO
  

• Great Guides is an adventure travel platform connecting travelers with bespoke eco-adventure travel curated by independent guides. Ali is the marketing lead and is accountable for:
• Business development
• Marketing and content strategy
• Social media & SEM

Promoted in 2014 to manage digital sales enablement platforms used by 1,600 field representatives including digital detailing, promotional email, lead generation, and online ordering for promotional materials.

• Boosted incoming leads by 70% and conversion by 20% by analyzing data across brands to implement best practices and platform optimizations.
• Rebuilt the Salesforce-integrated email marketing platform, increasing stability and expanding functionality for representative-activated messaging platforms by 10%.
• Raised NPS by over 20 points across the GNE portfolio through iDetail platform improvements, stabilizing the platform by over 200%.
• Decreased costs for a customer-facing promotional material ordering platform by 70% while accelerating time-to-market by 50% by completing a needs assessment resulting in platform migration.

• Nominated for the FRM Preceptorship program, a 3-month rotation enabling preceptors to gain knowledge of managed care and reimbursement landscapes.

• Nominated to participate in clinical rotation. Responsible for maintaining sales for an EOL drug, while simultaneously introducing a new indication. Managed territory for Central California for Hepatitis B drug.
  ● Increased HCV market share and sales by 5% across GI, hepatology, and primary care settings.

• Lead strategic digital marketing for >$7B Rheumatoid Arthritis franchise.
  
• Designed and executed 1L patient and HCP online strategies and tactics for brand. Patient RM program showed ROI of 3:1 for a $4M budget.
• Achieved digital HCP programs results of 6:1 ROI on $3M budget.
• Managed annual budget of $7MM.

Lead digital strategy and execution for multiple brands and line extensions. Developed innovative patient and HCP relationship marketing programs.
• Improved cystic fibrosis patient adherence by 3% by rethinking patient segmentation. This program won industry awards for its contributions to patient wellness.
• Launched the first HCP e-detail to the LUCENTIS clinical sales team, resulting in e-detailing adoption across the entire Genentech sales force and revolutionizing how clinical specialists detail to physicians.

Built first digital marketing COE, and managed digital marketing budget of $8M annually.
• Designed global webinar program resulting in 55k attendees and 5,000 qualified sales leads.
• Exceeded revenue growth targets by 65% by implementing new programs.
• Decreased direct costs by 15% by optimizing internal systems and processes.