Dawn Allen
Vice President of Marketing
Rolesville,NC
Summary
Results-driven executive with extensive experience in strategic leadership and operational excellence. Proven track record in driving growth, optimizing performance, and fostering team collaboration. Exceptional skills in strategic planning, fiscal management, and stakeholder engagement. Hands-on, adaptable and reliable, consistently achieving high-impact results in dynamic environments.
Overview
11
11
years of professional experience
Work History
Head of Marketing
PHASE SCIENTIFIC AMERICAS
12.2023 - 12.2024
- Company Overview: Biotechnology & Diagnostics
- Directed DTC marketing strategy and product launches across eCommerce and retail channels, while leading B2B demand generation and sales enablement efforts to drive growth for a health diagnostics portfolio.
- Spearheaded a strategic shift to internal creative and ad operations, resulting in a 25% reduction in marketing costs within 90 days and increased agility across the $2M annual budget.
- Reinvested $15K/month from low-performing brand awareness campaigns into high-converting direct response initiatives, significantly improving ROI and accelerating customer acquisition.
- Elevated INDICAID from #25 to #6 top-selling COVID test on Amazon by optimizing product pages and executing advanced keyword and bidding strategies in Seller Central.
- Launched INDICAID's first women's health DTC test kits (UTI, Ovulation, Pregnancy) and lab-based health kits (Diabetes, Heart Health) across Amazon and Shopify, expanding the brand's consumer footprint.
- Established a unified brand identity and packaging across all product lines; led full Amazon Storefront redesign to align with refreshed visual and messaging standards.
- Collaborated with sales teams to develop integrated promotional campaigns that increased overall revenue growth.
- Mentored junior staff members, providing guidance in professional development and fostering a collaborative team environment within the department.
- Implemented data-driven decision-making processes to guide innovative marketing strategies.
- Spearheaded the creation of compelling collateral materials that effectively communicated the brand''s value proposition.
- Revamped company website, enhancing user experience and improving site traffic metrics significantly.
Vice President of Marketing and Advertising
M3 WAKE RESEARCH
11.2021 - 12.2023
- Company Overview: Clinical Research Network
- Directed patient acquisition marketing strategy across 27 locations in 9 states for a leading clinical research organization, managing a $5M annual budget to maximize ROI. Led a team of 8 marketing professionals, overseeing lifecycle marketing initiatives and driving collaboration across departments to optimize lead generation and engagement.
- Implemented custom Qualtrics surveys to automate the study disqualification process, eliminating manual screening and improving operational efficiency.
- Launched an SMS texting platform to enhance patient outreach, driving increased participation in clinical trials and increasing outreach efficiency.
- Optimized database segmentation and email strategies, resulting in a 40% improvement in lead-to-schedule rates and higher conversion rates.
- Achieved a 200% increase in enrollments through paid search, while reducing cost per acquisition by 30%.
- Led a website redesign initiative to improve user experience and conversion rates.
Vice President of Performance Marketing
MYHEALTHTEAM, INC.
11.2013 - 11.2021
- Company Overview: Social Network for those with Chronic Health Conditions
- Owned and directed performance marketing for a mission-driven venture-backed start-up creating social networks for people with chronic health conditions. Partnered with product, research/insights, analytics, and sales teams to set and measure shared goals.
- As the first—and initially sole—marketer on board, played an instrumental role in shepherding the company from its Series A funding stage to becoming a leading online network supporting chronic condition communities.
- Transformed 3 networks with 35,000 members into 42 communities serving 2.6 million members.
- Hired and developed 4 marketing staff and managed a $7M performance marketing budget.
- Combined creativity, data-driven insights, and a clear vision to pioneer subscription-based growth strategies.
- Introduced innovative membership models that grew monthly active users by 5-10% and improved retention.
- Collaborated with product and engineering teams to enhance platform features, employing social listening and usability metrics to implement changes that enhanced the user experience and elevated engagement.
- Identified opportunity to enhance conversion rates on landing pages. Introduced A/B testing platforms and optimized user journeys, boosting conversions by 35%.
- Partnered with pharmaceutical advertisers to craft compelling narratives targeting condition-specific needs, creating a communications strategy that balanced member value with advertiser return on investment (ROI).
Education
Master of Business Administration (MBA) - Marketing And Information Systems
East Carolina University
Greenville, NCBachelor of Science - Mathematics
Stockton State College
Pomona, NJSkills
- Strategic advertising execution
- PPC campaign management
- Location-based targeting
- Consumer insights analysis
- Customer relationship management
- User experience conversion strategies
- Data-driven decision making
- Performance analysis
- Search engine optimization
- A/B testing
- Customer acquisition
- Collaborative team management
- Conversion optimization
- Marketing analytics
Certification
SEO - Hubspot Academy
Accomplishments
- Scaled digital marketing for a venture-backed health tech startup, growing user base from 35,000 to 2.6 million members (approx. 90% annualized growth) while managing a $7M performance marketing budget. (MyHealthTeam)
- Achieved a 200% increase in patient enrollments via Paid Search and reduced Cost Per Acquisition (CPA) by 30%, optimizing a $5M annual advertising budget across 27 clinical research locations. (M3 Wake Research)
- Optimized resource allocation, cutting $40K/month in marketing expenses by insourcing key functions and eliminating 4 vendors, significantly improving ROI and accelerating customer acquisition. (Phase Scientific Americas)
Work Availability
monday
tuesday
wednesday
thursday
friday
saturday
sunday
morning
afternoon
evening
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Timeline
Head of Marketing
PHASE SCIENTIFIC AMERICAS
12.2023 - 12.2024
Vice President of Marketing and Advertising
M3 WAKE RESEARCH
11.2021 - 12.2023
Vice President of Performance Marketing
MYHEALTHTEAM, INC.
11.2013 - 11.2021
Master of Business Administration (MBA) - Marketing And Information Systems
East Carolina University
Bachelor of Science - Mathematics
Stockton State College
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