OMERCAN EROL

• Partnered with cross-functional teams (creative, analytics, medical, and client services) to develop integrated healthcare marketing campaigns across multiple therapeutic areas, including post-surgical pain management, HIV, and fibromyalgia.
• Led insight-driven brand strategy workstreams using social listening, competitive analysis, and cultural trend research to inform messaging, positioning, and creative direction.
• Conducted mixed-method research, including online qualitative analysis and in-field ethnographic observation in pharmacies and hospital settings, to ground brand strategy in the lived experiences of HIV patients and healthcare providers.
• Developed brand identities and strategic narratives, leveraging Jungian archetypes to enhance the emotional resonance of complex, science-heavy healthcare communications.

Marriage Pact/Matchbox uses a questionnaire-based compatibility algorithm to match people based on personality and shared values, originally among college students, and now in broader city-wide communities.

• Conducted a meta-analysis literature review of 30+ peer-reviewed studies on personality, values, attitudes, attachment, and lifestyle factors to ensure the platform was grounded in the similarity-attraction hypothesis.
• Wrote questionnaire items informed by personality, social, and relationship psychology to support romantic, platonic, and professional compatibility matching.
• Expanded and maintained a question library of more than 1,500 items, and co-developed the Interpersonal Compatibility Model using validated measures of personality, values, attachment styles, and lifestyle factors.
• Created accessible relationship science content, including weekly newsletters and online workshops, to explain the psychological foundations of the matching process in clear, engaging ways.
• Led product direction for queer-focused matching, expanded use cases for friendship and professional matching, and developed interactive tools that encourage conversation and connection at in-person events.

• Promoted twice (Associate Strategist → Strategist → Senior Strategist) for strategic leadership.
• Translated qualitative and quantitative research, social listening findings, and behavioral insights into clear, one-page descriptions of patient and healthcare provider groups, along with treatment journeys that outlined their needs, motivations, and challenges at each stage.
• Created and maintained an organized library of tactics mapped to each step of the treatment journey, allowing teams to refine plans based on in-market performance data and emerging trends.
• Facilitated collaborative workshops that brought different teams together to examine cognitive biases, identify barriers that audiences face, and co-develop strategies grounded in research and human behavior.