Summary
Overview
Work History
Education
Skills
Personal Information
Timeline
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Michael Durwin

Sudbury,USA

Summary

Dynamic marketing leader with a proven track record at Safira Clinical Research, excelling in clinical trial recruitment and social media strategy. Spearheaded innovative social media services, enhancing brand engagement and community growth. Adept at HubSpot integration and community management, driving impactful results through creativity and collaboration.

Overview

12
12
years of professional experience

Work History

Sr. Dir. Social/Digital Media & Marketing

Safira Clinical Research
Sudbury, MA
08.2025 - Current
  • Executed rebranding initiatives for two sister brands to enhance market presence.
  • Redesigned brand websites, incorporating modern functionality to improve user experience.
  • Managed HubSpot integration with Salesforce to optimize website and sales team performance.
  • Created collateral and marketing assets to support content marketing and promotional efforts.
  • Developed two innovative social media services for clinical trials: social listening and social recruitment.
  • Launched over 12 patient communities on Facebook, fostering engagement and support.
  • Increased brand social followers by 45.74% year-over-year through targeted strategies.

Director of Social Intelligence & Communities

ICON
Boston, MA
07.2021 - 03.2025
  • Responsible for supporting internal and client social research projects primarily focused on patient considerations of drugs and treatment using Netbase and Audiense social listening and persona tools.
  • Supported new business with original social intelligence research.
  • Productized 7 services related to social media.
  • Grew and maintained 45 patient/caregiver communities with 150,000+ members from 12 with a shoestring budget.
  • Coined the term 'Health Engaged Patient' to reflect social media users who share their health journey online and are likely trial participants.
  • Published abstract on remote telehealth, accepted to the Pediatric Innovation Summit.
  • Developed and executed communications and content strategy for diversity initiative.
  • Deployed predictive analytics to predict Covid-19 vaccine hesitation.
  • Supported clinical trial recruiting with paid, organic, influencer and community outreach.
  • Initiated AI-powered customer persona development.
  • Implemented ChatGPT content assistant.
  • Designed interface for dual social and medical data dashboard.

Social Listening & Communities Director

PRA Health Sciences
Boston, MA
08.2018 - 07.2021
  • Designed Covid-19 symptom tracing mobile app.
  • Created the Patient Tolerance Perimeter to identify optimal clinical trial site locations.
  • Developed real-time Covid-19 dashboard and published monthly report for 2 years shared with private and government organizations.
  • Implemented privacy protocols in response to GDPR and CCPA.
  • Created real-time, public Covid-19 conversation tracker dashboard.
  • Used predictive analytics to determine level of U.S. Covid-19 vaccine hesitancy.
  • Grew patient/caregiver communities from zero to 12 indication specific communities for research and clinical trial recruiting.
  • Assisted brand team with strategic and competitive insights that led to acquisition of company.
  • Developed Adverse Events Social Monitoring (SAEM) process and introduced it at the 2019 FDA Innovation Conference.
  • Produced over 400 disease-specific social intelligence reports.
  • Developed custom query process to fine tune social listening tools, shifting company from.
  • Mentored staff and intern.
  • Created real-time competitive marketing dashboard.

Global Director of Social Media & Digital Strategy

Skillsoft
Boston, MA
07.2017 - 11.2017
  • Developed productive relationships with bloggers, online media outlets and social media influencers.
  • Brought about noticeable improvements to click rates, follower counts and engagement with clear and focused strategies.
  • Developed social media strategy and oversaw day-to-day global social media efforts on behalf of two brands; Skillsoft and SumTotal with a total of 26 social media platform profiles that effectively increased website traffic by 200%.
  • Trained sales and partner staff in social selling techniques and developed thought leadership strategies for subject matter experts.
  • Developed senior executive social visibility and thought leadership strategy.
  • Provided sales and content team with persona data, and supported multiple live events with real time social media.
  • Implemented refined SoAmpli employee activation program and streamlined content distribution process, reducing the resource needs of the company by 2/3 while increasing engagement by 50%.

Social Media, Digital Strategy & Marketing Dir.

Fuseideas
Boston, MA
03.2014 - 05.2017
  • Defined and managed both paid and organic social media services.
  • Managed $1 million paid social media budget.
  • Developed strategies for clients' social media and digital efforts.
  • Developed new business relationships through thought leadership and industry knowledge.
  • Created in-house social media tool called Potential Human Reach (www.potentialhumanreach.com) that measures Twitter engagement with a proprietary algorithm that provides valuable insight and actionable data.
  • Developed a holistic reporting tool that combines SEO, SEM, Media, Web and Social Media analytics into a single-view dashboard for marketing teams called Copernicus.
  • Clients Include: Bermuda Tourism, Fox Networks, Blue Cross Blue Shield, National Geographic, Santa Fe Tourism, Massachusetts General Hospital, National Grid, Washington DC Tourism, Germany National Tourism, Earth Shoes, City of Cambridge, San Francisco Airport, Big Sky Montana, Reebok, Atlanta Airport.

Education

Bachelor of Arts - Graphic Design

Suffolk University
Boston
06.2001

Skills

  • Clinical trial recruitment
  • Social media strategy and execution
  • Web reporting tools
  • HubSpot integration
  • Community management
  • Content marketing
  • Social recruiting
  • Social Listening
  • Brand management
  • Graphic/Motion Design for digital, print, tradeshow

Personal Information

Title: Social Media Director

Timeline

Sr. Dir. Social/Digital Media & Marketing

Safira Clinical Research
08.2025 - Current

Director of Social Intelligence & Communities

ICON
07.2021 - 03.2025

Social Listening & Communities Director

PRA Health Sciences
08.2018 - 07.2021

Global Director of Social Media & Digital Strategy

Skillsoft
07.2017 - 11.2017

Social Media, Digital Strategy & Marketing Dir.

Fuseideas
03.2014 - 05.2017

Bachelor of Arts - Graphic Design

Suffolk University

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Michael Durwin