Mia Seul Hillsman
Fisher,IN
Summary
Dynamic commercial leader with extensive experience across diverse markets and consumer capabilities, consistently driving success through strategic planning and data-driven strategies. Renowned for building high-performing teams that achieve measurable results by executing a clear vision with precision. Expertise in team leadership and stakeholder engagement, coupled with a profound understanding of market dynamics, to effectively lead acceleration of reach and scale. Poised to leverage significant expertise to deliver impactful outcomes.
Overview
16
16
years of professional experience
4
4
Certifications
Work History
Associate VP Consumer Journey Owner, Obesity, Consumer Experience Hub
Eli Lilly & Co.
04.2025 - Current
- Led and owned end-to-end consumer experience driving measurable improvements in patient outcomes and commercial success by implementing action plans for Zepbound.
- Leveraged agile process to support commercial objectives to inform priorities for solution, tactic, and content development.
- Built a consumer end-to-end experience map for orforglipron, identifying critical needs for solution design to meet customer needs for the potential launch.
- Spearheaded organizational change efforts, aligning resources with business objectives to drive performance improvements.
- Key contributor on cross-functional team to address leakage points for improved solution development and customer experience, utilizing Salesforce cloud, Adobe, and automation.
JARDIANCE Associate VP, Cardiometabolic Health, US & Global
Eli Lilly & Co.
06.2022 - 04.2025
- Led a team overseeing strategy and commercial promotional efforts for DTC and HCPs, delivering positive ROI by aligning with commercial goals; role expanded to include Global.
- Owned P&L for JARDIANCE, a $1.9B Type II Diabetes (T2D), including new indications launches for Chronic Kidney Disease and Heart Failure, enhancing commercial success.
- Developed strategic initiatives to drive organizational growth and improve market positioning.
- Exceeded revenue targets in 2022-2023; drove 23–30% T2D growth and increased market share by 3 pts to 65% by shifting HCP behavior and standard-of-care beliefs via sales force, non-personal promotion, and peer to peer education.
- Strong collaboration across US, Global, Health System, Communication, Professional Relations, and Medical to compliantly deliver Strategic Imperatives across multiple TAs including DSE.
- Led team to upskill AI by training team on best practices for using Co-Pilot and promoting into everyday work an enhanced understanding of external AI landscape to incorporate into solution development.
JARDIANCE Consumer Senior Director, Diabetes Business Unit, The Alliance
Eli Lilly & Co.
10.2019 - 06.2022
- Led DTC strategy and developed high-impact campaigns for T2D and Heart Failure, delivering breakthrough activation and 50% of NBRx volume due to promotional efforts.
- Optimized media investment and budget allocation through data-driven insights, enhancing ROI via prioritizing investment.
- Managed execution of integrated 360 marketing campaigns (TV/OTT, social, digital, search); delivered script lift through optimizing branded CRM program.
- Established key performance indicators to measure success and facilitate continuous improvement initiatives.
- Managed risk effectively by identifying potential threats, developing contingency plans, and implementing mitigation strategies in line with overall business objectives.
- Led cross-functional teams to successfully launch new products, meeting deadlines and budgets.
BAQSIMI Consumer Senior Director, Diabetes Business Unit
Eli Lilly & Co.
08.2017 - 10.2019
- Led strategy, development, and launch of integrated marketing campaigns (TV/OTT, social, digital, search), achieving an increase in brand awareness and delivering volume goals.
- Unified Consumer, HCP, and Payer workstreams for strategic alignment, securing OPEX funding and alignment for 2020 DTC launch, meeting 2019 revenue targets.
- Partnered with Advocacy, Medical, and Communications to elevate disease education and brand awareness.
- Led innovative development of the “How to Use” video to support BAQSIMI administration training in collaboration with Medical.
HUMIRA Consumer Associate Director, Rheumatology Franchise, Immunology
AbbVie, Inc.
03.2015 - 07.2017
- Managed $200MM+ budget for integrated marketing in the Rheumatology market, ensuring optimal allocation and achieving highest ROI.
- Led cross-functional teams to develop, launch, and optimize multi-channel campaigns, resulting in the highest ROI for DTC at AbbVie for the “Body of Proof” Psoriatic Arthritis campaign.
- Mentored junior staff, fostering professional growth and ensuring knowledge transfer within the team.
- Exceeded business goals, winning two President’s Awards for Double Whammy and HUMIRA DTC campaigns proving exceptional strategic marketing and team leadership.
- Led teams, supervising daily performance as well as training and improvement plans.
HUMIRA Consumer Marketing Manager II, Rheumatology Franchise, Immunology
AbbVie, Inc.
11.2012 - 03.2015
- Led strategy and execution of the “Double Whammy” Psoriatic Arthritis campaign, including creating the end-to-end experience from activation assets, website and CRM, driving increased diagnosis and activating 1M+ consumers to take the symptom quiz, earning AbbVie’s first external Cannes Lions award.
- Launched HUMIRA’s Rheumatoid Arthritis campaign in Point of Care, delivering strong ROI and enhancing brand presence at point of treatment decision.
- Directed positive ROI CRM retention initiatives to boost loyalty and persistence in partnership with HUMIRA Complete team, achieving measurable improvements in patient outcomes.
Consumer Associate Brand Manager/Sr. Associate Brand Manager
Kraft Foods
09.2009 - 11.2012
- Led strategy and marketing communications for the $750M Cheese Slice Portfolio, driving market share growth by +1.2 pts and revenue increase by $1.6M.
- Directed Kraft Singles’ Hispanic marketing, redefining growth target segments and improving ROI through innovative strategies.
- Executed integrated marketing for Breakstone’s Sour Cream and Polly-O Cheese, including digital, promotions, and DTC media, enhancing brand presence and engagement.
- Conducted market research to identify trends, informing product development and positioning efforts.
Education
MBA - Business Administration
The University of Chicago Booth School of Business
Chicago, IL06-2009
Bachelor of Science - Criminal Justice
Northeastern University
Boston, MASkills
- Strategic planning
- Content strategy
- User experience development
- Integrated media strategy
- Profit and loss oversight
- Cross-functional leadership
- New product launches & indications
- Consumer & HCP marketing
- Artificial intelligence integration
- Agile methodologies
- Data-driven decision making
- Operations management
- AOR & partnership development
- Pharmaceutical sales
Accomplishments
- Lead and mentored 10+ individual contributors and leaders to achieve career goals and promotions
- Delivered double-digit growth of JARDIANCE volume of 20-30% in highly competitive T2D category
- PM360 Elite Marketing Team award, JARDIANCE, Colonel Award for the JARDIANCE Heart Failure launch
- Two-time President's Award winner (highest commerical award) for leading DSE & DTC campaigns for Psoriatic Arthritis and HUMIRA.
- First ever Cannes Lion Award for AbbVie, from Disease State Education, "Double Whammy" integrated campaign
Certification
- Streamline Your Work with Microsoft Co-Pilot LinkedIn
- Ethics in the Age of Generative AI LinkedIn
- Career Essentials in Generative AI Microsoft, LinkedIn
- "WhatIf" Consultancy, Innovation Facilitator
Timeline
Associate VP Consumer Journey Owner, Obesity, Consumer Experience Hub
Eli Lilly & Co.
04.2025 - Current
JARDIANCE Associate VP, Cardiometabolic Health, US & Global
Eli Lilly & Co.
06.2022 - 04.2025
JARDIANCE Consumer Senior Director, Diabetes Business Unit, The Alliance
Eli Lilly & Co.
10.2019 - 06.2022
BAQSIMI Consumer Senior Director, Diabetes Business Unit
Eli Lilly & Co.
08.2017 - 10.2019
HUMIRA Consumer Associate Director, Rheumatology Franchise, Immunology
AbbVie, Inc.
03.2015 - 07.2017
HUMIRA Consumer Marketing Manager II, Rheumatology Franchise, Immunology
AbbVie, Inc.
11.2012 - 03.2015
Consumer Associate Brand Manager/Sr. Associate Brand Manager
Kraft Foods
09.2009 - 11.2012
MBA - Business Administration
The University of Chicago Booth School of Business
Bachelor of Science - Criminal Justice
Northeastern University