Uriel Garcia

I developed and executed multi-channel marketing strategies at the KU Alzheimer’s Disease Research Center to drive study participant and community engagement and recruitment for Alzheimer’s research studies. Acting as a strategic partner to study teams, I help identify opportunities based on competitive insights, audience behavior, and study goals—essentially running recruitment like a business segment.

Each quarter, I analyze performance metrics, adjust marketing strategies, and optimize study campaigns to maximize results. I manage digital and print marketing efforts, including paid social, email, newsletters, direct mail, and in-person engagement. I also lead creative development, designing flyers, postcards, videos, and ad content while ensuring brand consistency across all external communications.

A major part of my role is leading cross-functional collaboration between multiple teams for each study. I work with the recruitment team (our internal call center), study teams, and leadership to build data and goal-driven marketing plans. I also navigate approvals through the Institutional Review Board (IRB) and ensure seamless execution between all of our channels for each study.

I am most proud of building our social media advertising strategy from scratch, turning it into our #1 recruitment channel—responsible for 44% of all study enrollments in 2024 compared to less than 3% in 2023. My ability to analyze performance data and pivot strategies has made a measurable impact in driving business outcomes at the KU ADRC.

I owned the strategy and execution of paid media campaigns designed to drive student enrollments for higher education institutions. Managing PPC, paid social, retargeting, and display advertising, I optimized digital marketing efforts to meet key performance goals while staying within budget.

Each quarter, I analyzed business performance, identifying opportunities to refine our marketing strategy based on competitive trends, audience insights, and campaign data. I worked cross-functionally with Account Managers, media leadership, analytics teams, and external vendors to develop marketing plans, execute offers, and track results in real time.

I also played a key role in performance management, continually testing and optimizing ad creatives, landing pages, and targeting strategies to improve engagement and ROI. I developed marketing materials and insights presentations for both internal teams and clients, ensuring that data-driven strategies were clearly communicated and effectively implemented.

One of my biggest wins? Pinpointing high-performing audience segments through deep data analysis, which allowed us to improve lead quality and drive better conversion rates. Ultimately, my role combined strategy, execution, and performance tracking.

During my time as a mobile expert at T-Mobile, I gained experience with the brand’s customer-first approach, helping people stay connected through personalized communication solutions. The most important part, however, was developing a strong understanding of T-Mobile’s core mission, values, and service ecosystem while building strong customer relationships.

This role improved my ability to communicate customer offerings in a simple, engaging way, whether through educating customers, demonstrating new technologies, or recommending the right products and services. It also reinforced my ability to adapt to evolving consumer needs, a skill that translated directly into my previous and current marketing strategy roles. My time at T-Mobile helped me build a foundation for my industry knowledge and passion for driving business growth through customer-first solutions.