Julia Marsteller

• Created RFI brief for Everest Group Life Sciences Clinical Data and Analytics (D&A) Platforms PEAK Matrix Assessment, naming Zelta by Merative “Major Contender” (first half of 2023).
• Performed buyer persona research to support development of messaging that
  resonated with target audience.
• Led product brand launch while project-managing cross-functional implementation
  of marketing plan.
• Quarterbacked outbound marketing programs to increase product awareness and demand, including webinars, events, and client user conference, achieving success metrics and KPIs.
• Wrote product collateral, landing pages, email campaigns, and sales enablement assets that are clear, concise, and persuasive.
• Created use cases and content for social media, website and client presentations to show product features, differentiation, and AI capabilities.

• Delivered product marketing strategies for Merative MarketScan portfolio that resulted in 38% YTY increase in sales accepted responses.
• Quantified and segmented market opportunity, based on patterns of unmet needs, and leveraged understanding of how offerings compare to competition.
• Conducted real-world data (RWD) buyer persona research to understand pain points, motivations, and challenges of target audiences - used to create strong value proposition.
• Established alignment among researchers, product management, and sales to help
  guide product roadmap and build user acquisition journey.
• Executed marketing initiatives and campaigns to drive real-world data and analytics platform demand.
• Exceeded event MQR goals by 12% in second half of 2022.

• Developed content marketing strategy for life sciences data & technology to support IBM Watson Health annual revenue of nearly $1.2B.
• Developed eight client success stories, showing how adoption of IBM Clinical Development increased operational efficiency, saved time using AI capabilities, and reduced cost.
• Fostered relationships with third-party vendors and internal stakeholders - copywriters, designers and creative professionals - to create content journeys that effectively engaged target audiences.
• Ensured adherence to brand guidelines, maintaining consistent and cohesive brand voice across all platforms.
• Optimized life sciences social media strategy

Increased organic social presence by 63% YTY (2019/2020)

Increased people engagement by 108% YTY (2019/2020)

#1 most engaging social post in all of IBM Watson Health in 2020

• Directed compelling explainer video that exceed completion benchmarks by 4% through applying Content Marketing Institute best practices
• Crafted thought leadership campaign that captured company POV on life science data/technology trends

Client webinar (Drove one-third of Q1 2021 pipeline)

Interactive blog articles (48% engagement rate)

Campaign landing page (44% engagement rate)

Social promotion (exceeded WH average by 17%)

• Developed marketing strategy to support clinical development business reach $5.5M revenue goal in 2018 (grew 7.1% from 2017), using pragmatic marketing approaches.
• Supported market research for key buyer personas to understand challenges and opportunities for various audiences.
• Led executive presentation development for DIA Innovation Theater (attracting 400 attendees with 12% increase in MQRs YTY) – topics centered around virtual trial technology and use of real-world data in clinical development.
• Collaborated with internal subject matter experts to create external-facing marketing materials and assets.

• ·Spearheaded re-entry to healthcare technology and leap into life sciences.
• Worked with seasoned brand executives in pharmaceutical and biotechnology organizations to support brand optimizations, including managing website rebuilds and refining corporate messaging for companies such as Asuragen and Duke Clinical Research Institute.

• Implemented executive communication strategies, resulting in 89% of employees believing executive leadership was credible (a 6% YTY increase).
• Applied executive and employee communications experience to build mission, vision, and values, defining company's path forward.
• Partnered with CEO and executive leadership to write video scripts, major organizational announcements, and event talking points that captured their distinct voices.
• Created programs to support employee engagement, including meeting best practices, diversity, volunteer councils, wellness initiatives, and rewards & recognition.
• Managed United Way of Greater Triangle's Giving Campaign, winning “Employee Education and Engagement” award.

• Built and executed campaign strategies to increase brand awareness and facilitate lead generation to support $1B business.
• Led B2B website rebuild, including SEO research, UX analysis, and website architecture design.
• Created interactive digital experiences for sales to tell and sell company’s story through patient lens.

• Executed employee-engagement programs, resulting in 18% YTY increase in employee-engagement results.
• Introduced new cloud technology for employee all-hands meetings that led to $25K in cost savings.
• Managed cultural overview portfolio build as part of “2012 Great Place to Work” application.