ROBERT LANDE

• Led marketing for a $1B healthcare portfolio serving 500K+ patients, overseeing brand, digital, HCP engagement, and strategic partnerships across Diabetes and Sleep Apnea.
• Built omnichannel acquisition engines delivering 18%+ annual new-patient growth and 20%+ retention gains through segmentation, digital modernization, and value-based messaging.
• Directed high-volume D2C programs generating 16K+ qualified leads/month at 35% conversion across paid media, social, organic, and CRM channels.
• Scaled national DRTV and digital CGM programs, adding 10K+ new patients while optimizing media mix, creative strategy, and call-center performance.
• Modernized digital ecosystem, driving a 300% increase in organic traffic through SEO, content strategy, automation, and Salesforce-enabled lead management.
• Owned full-funnel growth across Google Ads, Meta, DV360, SA360, and CM360 with a focus on CAC efficiency and revenue impact.
• Implemented server-side tracking, GA4, GTM, Meta CAPI, and advanced attribution to improve data accuracy and decision-making.
• Integrated Palantir AIP and generative AI into commercial workflows to automate operations and enhance targeting precision.
• Elevated CRM, lifecycle marketing, and lead-management infrastructure using SaaS-style growth frameworks.
• Drove adoption of mobile engagement programs including the Byram Reorder App (200K+ patients) and Welldoc/ByramConnect (12K patients) to improve adherence and chronic-disease self-management.

HCP Marketing & Field Enablement

• Directed HCP marketing strategy across Endocrinology, Primary Care, and institutional prescribers.
• Built marketing programs that drove a 20% increase in pharmacy sales in 2025.
• Designed omnichannel HCP engagement pathways integrating digital, field, CRM, and provider‑driven touchpoints, achieving 18% YoY business growth.
• Supported a 125‑person national sales team, unifying marketing, sales, and product into a cohesive commercial engine.

Product Launches & MedTech Partnerships

• Led commercial launches for Abbott, Dexcom, Insulet, Tandem, Medtronic, Beta Bionics, Modular Medical, Ascensia & OTC Stello Dexcom
• Launched Dexcom G7, onboarding 70,000+ patients transitioning from G6.
• Launched Abbott Libre 3, onboarding 40,000+ patients through coordinated HCP and D2C activation.
• Launched the Twiist AID system as exclusive distributor, driving early adoption through integrated engagement.
• Developed segmentation, value‑based messaging, and omnichannel activation for patient, provider, and payer audiences.

• Directed multi-channel demand generation engines across Payer, Provider, Pharma, Device, and Employer markets.
• Manage a team of four managers and five agencies to translate companies business objectives, market opportunities and offerings into a cohesive marketing strategy for B2B, B2C and B2B2C campaigns to drive revenue growth.
• Responsible for supporting companies sales force, conversion programs to onboard patients into programs to retain patients (Drug Adherence) for clients such as: Novartis, Valerates, Medtronic, Anmus, Wellcare, Humana, Healthfirst, BCBS Michigan, JAEB
• Create scalable approaches to increase revenue growth, driving all lead gen efforts utilizing ZoomInfo, HubSpot & Tablau to plan, execute, and measure results utilizing dashboards to report account activity.
• Direct strategic development of all customer lifecycle communications across relevant touch points; convert customer retention vision into an actionable, measurable plan with clear goals, strategies, tactics, testing plan and measurement.

• Led enterprise marketing infrastructure across 41 offices, supporting revenue, volume, and budget objectives.
• Directed omnichannel marketing across SEO, websites, social, email, TV, radio, and print.
• Led physician liaison teams driving referral growth and business development.
• Leveraged Salesforce analytics to deliver executive insights and optimize referral pathways.

• Oversaw client strategy, analytics, segmentation, creative, digital, email, media, and production for major healthcare clients including Optum RX, UPMC, Florida Blue, UnitedHealthcare, and BCBS Alabama.
• Improved response rates 10-17% through continuous optimization.
• Contributed to acquiring 340M new members, driving 12% YoY growth through channel expansion and offer optimization.

• Led integrated marketing for a $10B health plan serving 3.8M members.
• Developed multi-wave direct marketing campaigns that outperformed controls by 326% (response) and 166% (conversion), enrolling 41,000 new members.
• Led enterprise customer experience initiatives contributing to J.D. Power #1 Commercial Health Insurance in NJ for two consecutive years.

• Directed operations with full P&L responsibility for Met-Rx, a $300M+ brand delivering 40%+ margins.
• Oversaw marketing, merchandising, product innovation, finance, customer care, technology, operations, creative, international expansion, and HR.
• Managed a 12-person team and full agency ecosystem across brand, DRTV, media, digital, social, and PR.