Melissa Lear Pappion
Geismar,LA
Summary
Clinical trial recruitment and patient engagement leader with over 25 years of experience in driving acquisition, engagement, and retention strategies across diverse sectors including biopharmaceuticals, healthcare, and consumer packaged goods. Specialized in patient-centered recruitment initiatives that enhance enrollment outcomes and promote diverse participation in clinical trials. Proven track record in developing digital ecosystems and omnichannel engagement strategies that improve participant experiences and accelerate enrollment.
Overview
7
7
years of professional experience
1
1
Certification
Work History
Associate Director,Recruitment & Digital Marketing
Gilead Sciences, Inc. (Syneos Health FSP)
Baton Rouge, LA (Remote)
05.2023 - Current
- Lead patient recruitment and engagement strategies supporting 15+ clinical studies across multiple therapeutic areas.
- Developed Gilead’s enterprise Clinical Trial Registry and launched its first integrated patient recruitment ecosystem.
- Partner with cross-functional stakeholders and external vendors to execute compliant recruitment and retention strategies.
- Direct recruitment technology, agency, and vendor partnerships supporting participant acquisition and engagement.
- Leverage analytics and audience insights to optimize recruitment performance and participant experience.
- Led multi-channel recruitment campaigns generating 50,000+ engaged users within the first month of launch.
Senior Associate Director, Digital Marketing - Pets
Boehringer Ingelheim
Duluth, GA
01.2021 - 05.2023
- Developed and executed B2B product marketing strategy to enhance eCommerce platform BI-CONNECT.
- Created digital content for veterinary professionals through website, email marketing, and advertising channels.
- Implemented upselling protocol for Recombitek, Purevax, and Imrab vaccines.
- Formulated strategic digital marketing plans aligning with Boehringer Ingelheim Animal Health objectives.
- Managed $2.4M budget generating $1.9B in pet sales revenue via BI-CONNECT and Vetcove.
- Led digital marketing campaigns in collaboration with Brand Management, Marketing Operations, and Customer Success teams.
- Established test-and-learn initiatives for Vaccine and Parasiticides portfolio using geo-fencing technology.
- Drove incremental revenue of $2.2M through targeted email campaigns addressing cart abandonment and product upsells.
Diversity, Inclusion, Culture and Equity Business Resource Group Specialist (Developmental Rotation)
Boehringer Ingelheim
Duluth, GA
03.2022 - 12.2022
- Facilitated DICE Business Councils in KPI review and execution through collaboration.
- Crafted strategy and logo for All Faith Business Resource Group (BRG).
- Executed migration of 13 BRGs to a new platform, boosting enrollment by 14%.
- Promoted a diverse, equitable, and inclusive workplace aligned with organizational values.
- Recruited students at BI Day at Tuskegee University while participating in panel discussions.
- Directed initiatives enhancing inclusivity and equity, fostering stronger community relations.
Head of Digital Marketing
Godrej Consumer Products
Atlanta, GA
01.2019 - 12.2020
- Led digital strategy for African Pride, Just For Me Curl Peace, Dr. Miracle's, Motions, Afro Sheen, and Elasta QP in North America.
- Developed engaging social media content strategy and targeted paid media campaigns.
- Established ecommerce strategy and cultivated relationships with key e-retailers like Amazon.
- Collaborated with retailers such as Target, Walmart, and Sally Beauty Supply to enhance brand visibility and drive conversions.
- Managed influencer marketing initiatives for African Pride and Just For Me Curl Peace brands.
- Partnered with internal Creative Team to generate necessary digital content.
- Created comprehensive brand websites focused on solid UX and effective CRM strategies.
- Conducted monthly business reviews, presenting digital dashboards and recommending improvements to KPIs.
Education
Master of Communications - Public Relations
Wayne State University
Detroit, MI01-2009
Master of Business Administration - Marketing
Wayne State University
Detroit, MI01-2006
Bachelor of Science - Marketing
Xavier University
New Orleans, LA01-2001
Skills
- Strategic Execution & Portfolio Leadership
- Omnichannel & HCP Engagement Strategy
- Digital Marketing & Content Optimization
- AI-Driven Insights & Predictive Modeling (Segmentation, Propensity Scoring)
- Generative AI Tools (ChatGPT, Copilot, Jasper)
- CRM & Marketing Automation (SFMC, Veeva)
- Data Analytics, Visualization & KPI Dashboards (Tableau, Power BI)
- Human-Centered Design & UX
- B2B/B2C Growth Strategy
- Clinical Trial Recruitment & Enrollment Strategy
- Patient Retention & Engagement Programs
- Patient Registry Development & Management
- Clinical Trial Analytics & Performance Measurement
- Digital Health & Patient Engagement Platforms
Affiliations
- Association of National Advertisers (ANA)
- National Black MBA Association (NBMBAA)
- Women of Color in Pharma (WOCIP)
Certification
- eCornell Digital Marketing Certificate (2021)
- eCornell Marketing Analytics Certificate (2021)
- eCornell Social Media Marketing Certificate (2021)
- eCornell Web Design & Development Certificate (2021)
- Harvard Business School Leadership Principles Certificate (2021)
- National Hispanic Corporate Council (NHCC) 'Afro-Latinos in Corporate America' Panelist (2022)
- Emerging Market Trends Adjunct Professor Tuskegee University (2023)
Prior Work History
- Senior Manager, Brand Communications - PR, Digital Marketing & Social Media, Newell Brands (2016-2018)
- Brand Marketing & Services Manager, Spanx, Inc. (2014-2016)
- DTC Online Marketing Manager, Spanx, Inc. (2010-2014)
- Digital Account Director, GlobalHue (2008-2010)
- Consumer Acquisition/Retention Marketing Manager (Entertainment Publ.), InterActiveCorp (2006 - 2008)
- Marketing Promotions Manager, (Ticketmaster), InterActiveCorp (2003 - 2006)
- Marketing/Sales Representative, Newell Rubbermaid (2001 - 2002)
Timeline
Associate Director,Recruitment & Digital Marketing
Gilead Sciences, Inc. (Syneos Health FSP)
05.2023 - Current
Diversity, Inclusion, Culture and Equity Business Resource Group Specialist (Developmental Rotation)
Boehringer Ingelheim
03.2022 - 12.2022
Senior Associate Director, Digital Marketing - Pets
Boehringer Ingelheim
01.2021 - 05.2023
Head of Digital Marketing
Godrej Consumer Products
01.2019 - 12.2020
Master of Communications - Public Relations
Wayne State University
Master of Business Administration - Marketing
Wayne State University
Bachelor of Science - Marketing
Xavier University