COULSON DUERKSEN

• Conceive and write diverse content and direct response marketing copy with clear CTA's, including email campaigns, blogs, newsletters, landing pages, VSLs, scripts, and more for New York Times best-selling doctor.

Clients Included:

• Lifecare, Inc . Developed digital media and messaging strategies.
• McCann World Group . Created 360 brand/reach strategy for General Mills targeting Millennial Moms.
• ConsumerReports.org . Created health content strategy.
• Yahoo! Shine . Developed vertical content strategies.
• LoveCinema . Created go-to-market strategy for social media start-up.
• Meredith Corporation . Created C-level health media strategy for DiabeticLiving.com and EatingWell.com .
• Lifescript.com . Created and implemented content and e-commerce strategy.
• SouthBeachDiet.com . Developed free-to-fee conversation strategy and registration path.
• dLife.com . Conceived and implemented digital population health/wellness programs for health insurers and employers.

• Directed of all media assets including Web, mobile, social media platforms; vertical search; public information network (video, TV) for international non-profit.
• Pitched digital marketing strategies to large funders.
• Won $20 million, 5-year Robert Wood Johnson Foundation grant for original digital program tackling childhood obesity.
• Created interactive diabetes tool for low-income, low-literacy users to actively manage their diabetes online; measured outcomes again existing programs.
• Built DC Health Care for You “franchise” to expand information product regarding local health services to other communities; Developed sponsorship model.
• Managed 10 staff producers, graphic artists, post-production team and other specialists to produce captivating and successful campaigns.

• Created integrated health content, product, community strategy for launch of Steve Case's social health platform .
• Directed content launch including partner integration, licensing and distribution, and more.
• Established voice and ensured consistency throughout site between original and partner content.
• Collaborated with product team to develop audience-appropriate tools.
• Advised business development team on potential acquisitions and partnership opportunities.
• Developed contract terms for licensing and acquisition deals; managed partner integration and day-to-day relationships.

• Launched and grew digital marketing division for full-service healthcare PR/communications agency.
• Created and implemented digital marketing strategies for clients including: Genentech, The American Diabetes Association, The American Heart Association, The American College of Cardiology, BMS (The Lance Armstrong “Tour of Hope”), Pfizer, GIST, The Lung Cancer Alliance, Nitromed (corporate and Bidil launch) and more.
• Integrated digital marketing division with core businesses; supported Public Relations and Public Affairs teams with digital ad-on strategies.
• Hired and managed cross-functional team.
• Grew business from 0 to more than 10 accounts; Grew revenue to $6 million in first year.

• Created and monetized health content for new TV-Web convergent consumer portal.
• Managed 12 content producers to develop vertical health content.
• Turned content units into business units with targets for PVs, commerce drives, and ad packages to increase revenue.
• Collaborated with ad/sponsorship sales to develop editorial process for micro sites.
• Formed strategic alliances and partnerships with content providers, experts, celebrities.
• Created content licensing and distribution model, created deal terms and closed deals; Managed entire licensing process.
• Defined deal terms for acquisition of two online drugstores and integration into existing storefront.
• Created and managed multi-million dollar content budget.

• Managed and grew Women's Health Division for direct response nutritional supplement business comprised of expert-driven publications, websites, and Magalogs for direct response media company
• Wrote monthly newsletter for best-selling doctor.
• Grew subscription from 50,000 to over 150,000.
• Directed copywriting for marketing materials, including acquisition magalogs.
• Launched company's most profitable online direct response business to date.
• Collaborated with other divisions for cross product marketing opportunities.
• Develop affiliate sales program for supplement sales online and through membership programs.