Victoria Arlia
Summary
• Recognized creative team leader, conceptual/strategic/UX thinker
• Go-to lead writer with portfolio of results driven, award-winning work
• Deep experience in Consumer, B-to-B, Health & Wellness, Pharma
• Specialist in both patient and caregiver experience, some HCP engagement
• Passionate first-line contributor to new business development/client growth
• Digital primitive, AI integrator
• Former IPG and Former Publicis
Overview
2027
2027
years of professional experience
Work History
Freelance Copy/Creative/Strategy Consultant
@arliawrites
2023 - Current
- Maintain freelance consultancy since 2008, providing copy, UX, and strategy support to diverse clients.
- Collaborate with cross-functional teams to improve project outcomes for agencies and companies in Life Sciences & Health, Market Research, Military Veteran Affairs, Corporate Wellness, and Sales Excellence.
- Client list upon request.
Assoc Creative Director/Copy
MRM/McCann
Princeton and NYC
2017 - 2023
- Promoted to creative leader for high-profile clients with product launches or new indications.
- Drove vision and delivery of unique tactics intersecting science, strategy, creativity, and technology, pushing for breakthrough work.
- Spearheaded team execution and optimization of distinct omni-channel marcom, delivering impactful branded and unbranded ideas, partnerships, and campaigns.
- Managed and mentored junior creatives.
- Managed version control of digital manuscripts from copy team
- Farxiga for Heart Failure (TV, Print, OLVs, Patient Ed)
- Kynmobi for Parkinson’s Disease (NME + Priority FDA review, Print, Video, Social, Event, Patient Ed)
- Schär gluten-free products (Social/Programmatic)
- RWJF.org for The Robert Wood Johnson Foundation (Site design, Content and UX strategy)
- Notable Accomplishment: I was hand-selected by IPG leadership as a front-line contributor to multiple new business wins
- Notable Accomplishment: Created, produced, and contributed to first-ever 'Tech Hack' event for Parkinson's patients, collaborating with innovation experts from MIT, Lab 13, Techstars NYC, and The Michael J. Fox Foundation.
Sr. Content Creator/Copy
MRM/McCann
Princeton and NYC
2010 - 2017
- Developed and executed omni-channel campaigns for existing agency clients.
- Pitched and serviced new clients, leading groundbreaking pharma brand launches that introduced targeted treatments.
- Authored and owned multiple industry award show entries, including Cannes submissions.
- Crestor for CVD (TV, Print, Patient Access)
- Farxiga for T2D (TV, Print, Digital)
- Orencia for RA (DTC + HCP)
- Plavix for PAD (TV, Print, CRM)
- Sprycel for CML (Video, Digital)
- Stelara and Tremfya for Crohn’s disease and Psoriasis (LAUNCH)
- Exparel, the FIRST non-opioid analgesic injection for post-surgical pain (LAUNCH)
- Notable Accomplishment: Driven to cure cancer—I launched FIRST paradigm-changing immuno-oncology brands for Bristol Myers-Squibb (Yervoy, Opdivo) which revolutionized the treatment of cancer.
- Notable Accomplishment: Moved patients from infusion chair to kitchen chair—I launched paradigm-changing biologics for Janssen (Stelara, Tremfya) and empowered infusion patients to overcome paralyzing fear of self-injection with remote nurse support.
Sr Copy Lead/Writer
Digitas Health
Philadelphia
2009 - 2010
- Developed pharma brand websites, landing pages, HCP-only procurement portals, and mobile-friendly documents (pre-iPhone) to improve user engagement.
- Enhanced copy for clarity and brand consistency across multiple platforms.
- Collaborated with cross-functional teams to develop innovative campaign ideas.
- Lialda for UC (website)
- Effexor XR for MH (digital)
- Symbicort, Pulmicort for R&I (digital)
- Notable Accomplishment: Hand selected by agency leadership to 'moonlight' outside of pharma vertical as digital launch team lead for Comcast’s most memorable, successful 'Shaq and Stein' (fast+smart) campaign.
Education
BA - Media Communications/Consumer Psychology
University of Pittsburgh
Skills
- TV/Broadcast
- Video (short and long form)
- Digital and Social
- Website Content Architecture/UX
- CRM (digital and programmatic)
- CX, PTX and HCP strategies
- Patient Advocacy
- Health Literacy
- KOL and Patient Ambassadorship
- Brand and Executive Narrative Development
- Event/Environmental Activations
- AI Integration/Optimization
- Medical/Legal/Regulatory
Awards
- 2021, District 2 JUDGE for the American Advertising Federation – 4th District
- 2018, District 2 JUDGE for the American Advertising Federation – 4th District
- Gold, Silver, Bronze, and First Place winner for the DTC Awards, the DMA “ECHO” awards, NJ Art Director Club, the phAME awards, the PM360 Trailblazer Awards, PHILLY Ad Club, the NJ Astra awards
Hard and Soft Skills
- Problem solving
- Market/competitor research and analysis
- Brand messaging development
- Referencing (AMA-style)
- Voice-over and script direction
- Presentation software (Keynote, PowerPoint)
- SEO keywords and tags
- Meta writing
- Canva
- Jira
- PTX journey mapping
- Medical/legal/regulatory reviews
- AI prompt engineering
- Trend and culture watcher/integrator
Timeline
Freelance Copy/Creative/Strategy Consultant
@arliawrites
2023 - Current
Assoc Creative Director/Copy
MRM/McCann
2017 - 2023
Sr. Content Creator/Copy
MRM/McCann
2010 - 2017
Sr Copy Lead/Writer
Digitas Health
2009 - 2010
BA - Media Communications/Consumer Psychology
University of Pittsburgh