Valerie Barro
Santa Barbara,CA
Summary
Dedicated marketing professional with 15+ years of progressive experience in the medical device and medical aesthetics industries. Early adopter of the latest industry trends and strategies. Team builder and clear communicator with strong problem solving and planning skills.
Overview
19
19
years of professional experience
Work History
Director, Marketing – JUVEDERM
Allergan Aesthetics, an AbbVie Company
2018.01 - 2023.01
- Responsible consumer and professional marketing initiatives across the aesthetics channel, coming to manage marketing for the JUVEDERM collection of fillers.
- Managed the JUVEDERM marketing team with 4 headcounts, providing coaching and mentoring for employee development and satisfaction. Experienced zero turn over while in position.
- Led the development of annual strategic and tactical planning, including business objectives, media buying, budgeting, reporting and translation of strategies to marketing programs and campaigns.
- Digital marketing architect and analytics lead for full-funnel digital marketing programs designed for awareness, lead generation and customer retention.
- Managed creative projects including in-house and freelance designers, copywriters, and project managers. Implemented a creative process, built a project management system, and managed budgeting.
- Played a key role in building Digital Consultant field-based team, which provided guidance to providers on digital initiatives such as paid media, social, podcasts, webinars etc.
- Spearheaded the go-to-market strategy launch of the new jawline indication for JUVEDERM, collaborating with cross-functional teams developing product positioning, key messaging and developing key materials.
- Managed a $46 million media budget which included TV, print, out-of-home, and digital media, and a $10 million non-working budget.
Marketing Consultant
Valerie Barro Consulting
2011.01 - 2018.01
- Served as marketing and brand consultant for medical device and aesthetic companies with a focus on digital integrations, social media marketing and consumer/professional integration. Key projects included:
- Obalon Therapeutics, a medical weight loss company - Social media and paid digital advertising
- MiraDry, a medical aesthetics company - Development of physician email and CRM program
- Somnera, an innovative C-Pap device - Creation of GTM strategy and tactical plan
- Sienta, a breast implant company - professional pull through of consumer marketing activities
- Intersect ENT, a medical device company - technical and non-technical marketing presentations, public relations campaigns, articles, and newsletters.
Marketing Manager
Kimberly-Clark Health Care
2009.01 - 2011.01
- Managed relationships with key opinion leaders (KOL), managed speakers bureau and training needs
- Led cooperative marketing program to introduce products direct to patients through B2B2C channels and helped develop individualized marketing plans for each facility.
- Produced over 100 co-branded initiatives in 12 months and increased sales by 15% in participating facilities.
- Managed trade show and training activity, planning, coordination and reporting for over 15 events per year.
- Optimized website content for improved search engine rankings and increased web traffic.
- Created company brand messaging, collateral materials, customer events, promotional strategies, and product commercialization.
Associate Marketing Manager, Consumer Marketing
Allergan Medical (Formerly Inamed)
2004.01 - 2009.01
- Developed an industry-first national direct-to-consumer television campaign for the LAP-BAND from research to market, increasing total unaided awareness from 11% to 26% in 15 months and generating over 500,000 leads
- Planned and executed collateral materials, e-learning modules, and CRM programs that created high customer satisfaction, retention and aligned with clinical compliance
- Introduced the Patient Experience Council; a first-of-its-kind program designed to open dialogue with key patient influencers, advocacy groups, and new media champion.
Education
M.B.A, Marketing -
California State University, Long Beach
12.2012
Professional Certificate, Marketing -
University of California, Santa Barbara Extension
12.2006
B.A, Communication -
University of California, Santa Barbara
12.2004
Skills
- 10+ years experience in medial device and medial aesthetics
- Downstream marketing
- 360 marketing campaigns
- Budget management
- Managerial experience
- Critical thinking
- Strong presentation skills
- Teamwork and collaboration
Awards
- 2019, Modern Healthcare Impact Award, Silver Award for Best Social Media Campaign (Brilliant Distinctions)
- 2019, Summit International Award, Silver Award for Best Social Media Campaign (Brilliant Distinctions)
- 2015, DTC Perspectives Hospital Marketing National Advertising Awards, Gold Award for Best Website: Under 200 Beds (Marina Del Rey Hospital)
- 2015, DTC Perspectives Hospital Marketing National Advertising Awards, Bronze Award for Best Website Overall (Marina Del Rey Hospital)
- 2006, Medical Marking Association, Gold Award for Medical Education “Lap-band Patient Seminar Tool Kit”
- 2006, Medical Marking Association, Gold award for print categories professional/trade, medical education, patient education
- 2005, Medical Marking Association, Silver award for print categories consumer/DTC, sales promotion
Interests
- Leadership Phycology
- Sustainability
- Branding
- Travel
Timeline
Director, Marketing – JUVEDERM
Allergan Aesthetics, an AbbVie Company
2018.01 - 2023.01
Marketing Consultant
Valerie Barro Consulting
2011.01 - 2018.01
Marketing Manager
Kimberly-Clark Health Care
2009.01 - 2011.01
Associate Marketing Manager, Consumer Marketing
Allergan Medical (Formerly Inamed)
2004.01 - 2009.01
M.B.A, Marketing -
California State University, Long Beach
Professional Certificate, Marketing -
University of California, Santa Barbara Extension
B.A, Communication -
University of California, Santa Barbara
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