JC

Step by Step Guide to building your Director of Marketing Communications

Start

A tongue-in-cheek walkthrough that ends with a very real outcome: faster growth, tighter alignment and zero ramp-up.

10

First, check to make sure all the basic parts are there.

15 years of experience in Integrated Marketing Communications and Digital Strategy

+info

10 years of senior leadership experience in global markets

+info

Formally trained in Marketing Communications and Advertising

+info

Proven expertise in healthcare provider communications and regulatory compliance processes

+info

Led communications in 22 markets worldwide, aligning global strategy with local nuance

+info

10

10

WAIT

+info

Real-world Prolacta & NICU Mom Experience

+info

Pre-loaded with Prolacta knowledge

Some additional components may appear. They were not part of the original order but tend to improve overall performance.

A proven commitment to the Prolacta mission and vision

+info

10

Over the last 2 years

Why did I start here?

I built the foundational system for integrated marketing. Connecting data, content and channels under a unified framework.

WHAT'S NEXT? Transforming communications and content into a dynamic, data-driven eco-system.

Sales Intelligence Engine

Content Acceleration Framework

Marketing Measurement

Cross-Channel Readiness

Adaptive Demand Generation

I pioneered account-level intelligence systems that equip reps with actionable insights and inform outreach strategies. Outcome: Amplified field impact and richer face-to-face conversations.

I standardized all marketing measurement under one framework tied to pipeline progression. Outcome: Clear accountability into which activities move prospects from engagement to revenue.

I unified digital and in-the-field activity data to enable cross-channel marketing and journey tracking. Outcome: A connected data ecosystem that enables communicatons to flow across all channels.

I established real-time ad buying capabilities in-house that can quickly amplify PR moments and content. Outcome: Content is turned into immediate growth opportunities.

I designed the infrastructure for real-time, cross-channel personalization powered by evolving behavioral data. Outcome: Every stakeholder interaction is timely, relevant and conversion-focused.

10

10

I leveraged this new integrated marketing infrastructure to launch an account-based marketing program that I dynamically alignined with Prolacta’s evolving business priorities.

+Why did I focus on ABM?

8:1

VIEW

new wins

efficiency ratio: ABM campaigns saw an 8% increase in sales activity for every 1% rise in media spend.

1st

VIEW

international expansion

large-scale international media campaign in Australia, so far reaching 40% of the Aus TAM

81%

VIEW

payer strategy

chance of a real-world engagement if the payer had engaged with the digital campaign

40%

surgifort

VIEW

lift in unique stakeholder interest 50 days post-GTM launch

$12.4

VIEW

PROTOCOL EXPANSION

million in expansion revenue from reactivated customers

10

10

10

40

VIEW

account-level pilot

days from S&M alignment to new win.

Title here

I have an edge over traditional PR pros because modern PR has evolved into something entirely new.

It's now a digital-first, real-time, cross-channel engine that builds awareness, credibility and demand.

A Guardian of the Brand

Content Streams

Intelligence Engine

Awareness with Purpose

I craft narratives aligned to audience segments and customer journeys.

I design full-funnel strategies that influence perception and behavior from the earliest sign of intent.

I orchestrate paid, earned and owned channels so content compounds in reach and influence.

I turn audience behavior insights into strategies and stories that connect.

How would I have approached our September's milestone story?

Click to see how standalone news items can become strategic marketing tools.

I led Malaysia Airlines’ marketing strategy through the missing flight crisis.

Crisis communication and "traditional" PR are not new to me.

10

10

10

BRINGING THE VISION TO LIFE

An integrated communications strategy that drives influence externally and engagement internally.

NICU STAKEHOLDER ENGAGEMENT

Upstream Decision Influencers

HOSPITAL STAKEHOLDER ALIGNMENT

CORE DRIVERS

The Informed Parent Effect

Parent Activation Readiness Network

KEY INITIATIVES

Clinical Data/Economic Data

HCPs Finance Risk Managers Academia

crisis-moment activation

Paid Social

Thought Leadership/KOL

Earned PR

Influencer Marketing

drive awareness and generate demand

TOP OF FUNNEL DISCOVERY

Trades/Sponsored Content

Audio/Podcast Ads

Paid Media / Video

Publisher Sponsored Content/Native Ads

PR

Influencer Marketing

SEO/ High-Value Content Syndication

Search (Broad)

An awesome title

Video/Storytelling (Programmatic)

strenghthen consideration and engagement

ABM / Connected Data

Conferences / Tradeshows/Webinars

Content Marketing

MIDDLE OF FUNNEL ENGAGE

Retargeting (Display & Social)

Paid Media (Social/Display)

Newsletters/ Nurture Streams

Advocacy & Co-Branding

Owned Social / Community Building

Triggered Outreach

Search (High Intent)

Account-level Marketing Plays

Payors / Advocacy / KOLs / Conference Leaders

BOTTOM OF FUNNEL SALES ENABLEMENT

deliver insight-led enablement

Message-Anchored Press Releases

Sales Enablement Materials

Sales Intelligence Data

10

10

10

With experience spanning channel strategy, content, digital and communications, I would bring the necessary breadth to streamline execution, reduce agency costs and close MarCom gaps that slow growth.

Social/Digital Activation

Events and Community

Digital Solutions Manager

Myself (filling gaps)

Agency Partner

Design

I will operate the team so that every necessary function is covered -- designing workflows that connect roles and stepping in where needed to keep execution moving seamlessly.

Toggle on/off to see cross-functional activation

Sales Enablement

Data/Measurement

Content Creation

Paid Media/Search

Content Management

Market Research

10

10

10

Event Strategy/ Community Eng

Automation & Orchestration

Social Activation

PR / ContentSyndication

What I Deliver

Given the right structure and empowerment, I can bring this vision to life and deliver meaningful results.

In 60 days, impact is visible.

In 120, revenue follows.

In 90, growth is measurable.

Launch high-visibility quick wins that demonstrate accountability. Marketing moves from reactive execution to proactive growth planning. Cross-functional momentum replaces silos.

Pipeline acceleration and new account wins validate the system’s success. Marketing becomes synonymous with results, not requests. A clear, marketing-led system that transforms insight into foresight.

Early performance metrics restore confidence in marketing. The org feels the rhytyhm of a single, connected MarCom framework. Growth accelerates because the path forward is visible.

10

10

10

ASSEMBLY COMPLETE

10

10

10

thank you

I know immersion training wasn't a competition but if it was......... “When Jeanie came to Immersion training two years ago, not only was she prepared but she knew the numbers in the studies better than anyone!”

• Fully onboarded with 2 years of Prolacta experience
• 2025 Graduate - Prolacta's Senior Leadership Program

We can pivot to support business priorities as fast as our regulatory approval process allows. I've strategized, creatively directed and navigated the compliance process for 98 different pieces of advertising in 2 years.

Turns the news moment into a focused marketing message with a clear audience in mind.

CAPWELL'S VERSION

Available Nationwide in 24 Hours: Prolacta Marks 125,000 Preemies Helped With 100% Human Milk-Based Nutrition

NICU Awareness Month milestone: 125,000 preemies helped by Prolacta Bioscience’s 100% breast milk-based nutrition

Prolacta’s Fortifiers and Formulas — Made From 100% Donor Breast Milk Instead of Cow Milk — Can Be Delivered Nationwide Within 24 Hours to Support the Tiniest Premature Babies DUARTE, Calif., Sept. 9, 2025 – Prolacta Bioscience®, the world’s leading hospital provider of 100% human milk-based nutritional products for critically ill and premature infants, announced today during NICU Awareness Month that its breast milk-based fortifiers and formulas have now helped more than 125,000 preterm and medically fragile infants worldwide.¹ This milestone reflects more than just a number — it demonstrates that whenever a premature baby needs support, Prolacta can be delivered to any NICU nationwide within 24 hours of request. This rapid access ensures that fragile infants struggling to tolerate cow’s milk can receive the bridge of 100% breast milk-based nutrition when it matters most. “Reaching more than 125,000 fragile babies is more than a statistic; it represents thousands of families who have experienced the impact of timely access to breast milk-based nutrition during the most critical days of their child’s life,” said Scott Elster, CEO of Prolacta. “NICU teams and parents can have confidence knowing Prolacta is always available, quickly and reliably, to support premature infants in need.” Why It Matters Each year in the U.S., about 36,000 babies are born weighing less than 2.75 lbs. These fragile infants face the highest risk of complications such as necrotizing enterocolitis (NEC), feeding intolerance, and extended hospital stays. Prolacta’s 100% breast milk-based fortifiers, introduced with the launch of Prolact+ H2MF® in 2006, are clinically shown to reduce complications and improve outcomes compared to cow milk-based products. An Exclusive Human Milk Diet (EHMD) with Prolacta’s products has been proven to: Increase survival rates in the smallest preemies⁶ Reduce life-threatening NEC²⁻⁴ Support long-term developmental outcomes⁹⁻¹¹ For Families and NICU Teams For Parents: If your preemie is struggling to tolerate cow’s milk, ask your NICU care team about Prolacta and visit parents.prolacta.com For Clinicians: NICUs can request Prolacta at any time by visiting www.prolacta.com

Prolacta’s Fortifiers and Formulas — Made From 100% Donor Breast Milk Instead of Cow Milk — Are Shown to Reduce Complications Like NEC, Helping the Tiniest Premature Babies Thrive DUARTE, Calif., September 9, 2025 – Prolacta Bioscience, the world’s leading hospital provider of 100% human milk-based nutritional products for critically ill and premature infants, celebrates NICU Awareness Month by announcing that its breast milk-based fortifiers and formulas have now helped more than 125,000 preterm and critically ill infants worldwide. This milestone signifies progress in the neonatal intensive care unit (NICU) and the crucial role 100% breast milk-based nutrition plays in reducing complications of prematurity, including the life-threatening intestinal disease necrotizing enterocolitis (NEC). Since introducing Prolact+ H2MF®, the world’s first and only 100% human milk-based fortifier in 2006, Prolacta has contributed to changing the standard of care for vulnerable premature infants. The company’s nutritional products are made from 100% donor breast milk and are free from cow milk and other added fats and sugars, such as corn syrup solids. NICU Awareness Month is celebrated every September to raise awareness for the critical care NICUs provide to premature and medically fragile newborns. Each year in the U.S., about 36,000 babies are born weighing < 2.75 lbs.5 These fragile infants face the highest risk of serious complications, but advances in neonatal nutrition are helping them not just survive, but thrive. “Reaching more than 125,000 fragile babies is more than a statistic; it represents thousands of families who have seen the difference breast milk-based nutrition can make during the most critical time in their babies’ lives,” said Scott Elster, CEO of Prolacta. “This milestone reflects the dedication of NICU care teams who understand the pivotal role breast milk-based nutrition plays in the survival and long-term health of the smallest premature infants.” Compared to cow milk-based products, an Exclusive Human Milk Diet (EHMD) with Prolacta’s 100% breast milk-based nutritional fortifiers can increase survival6 and is clinically proven to reduce the most common complications of prematurity for the smallest premature infants. Breast milk-based nutrition has also been shown to impact developmental milestones years later. Most recently, an independent study evaluated the association between an EHMD and motor function impairment at 3 years of corrected age. Read more about the published findings here. For more information about breast milk-based nutrition, visit parents.prolacta.com.

HCP

This is where we can do better with personalization (slide from original strategy)

Payer

I wanted to turn a market shake-up into advantage for Prolacta.

ABM had just had a huge advancement and every B2B marketing teams was scrambling. Mastering ABM gave us the fastest path to regain ground and align multi-stakeholder buying.

B2B ABM programs yield 21% to 50% higher ROI than any other type of marketing.*

*Forrester (Demand, ABM, And Customer Marketing Survey, 2023,)

Content Syndication of Thought Leadership

Personalized Microsite Experiences

We can pivot to support business priorities as fast as our regulatory approval process allows. I've strategized, creatively directed and navigated the compiance process for 98 different pieces of advertising in 2 years.

HCP

This is where we can do better with personalization (slide from original strategy)

Payer

Turns the news moment into a focused marketing message with a clear audience in mind.

CAPWELL'S VERSION

Available Nationwide in 24 Hours: Prolacta Marks 125,000 Preemies Helped With 100% Human Milk-Based Nutrition

NICU Awareness Month milestone: 125,000 preemies helped by Prolacta Bioscience’s 100% breast milk-based nutrition

Prolacta’s Fortifiers and Formulas — Made From 100% Donor Breast Milk Instead of Cow Milk — Can Be Delivered Nationwide Within 24 Hours to Support the Tiniest Premature Babies DUARTE, Calif., Sept. 9, 2025 – Prolacta Bioscience®, the world’s leading hospital provider of 100% human milk-based nutritional products for critically ill and premature infants, announced today during NICU Awareness Month that its breast milk-based fortifiers and formulas have now helped more than 125,000 preterm and medically fragile infants worldwide.¹ This milestone reflects more than just a number — it demonstrates that whenever a premature baby needs support, Prolacta can be delivered to any NICU nationwide within 24 hours of request. This rapid access ensures that fragile infants struggling to tolerate cow’s milk can receive the bridge of 100% breast milk-based nutrition when it matters most. “Reaching more than 125,000 fragile babies is more than a statistic; it represents thousands of families who have experienced the impact of timely access to breast milk-based nutrition during the most critical days of their child’s life,” said Scott Elster, CEO of Prolacta. “NICU teams and parents can have confidence knowing Prolacta is always available, quickly and reliably, to support premature infants in need.” Why It Matters Each year in the U.S., about 36,000 babies are born weighing less than 2.75 lbs. These fragile infants face the highest risk of complications such as necrotizing enterocolitis (NEC), feeding intolerance, and extended hospital stays. Prolacta’s 100% breast milk-based fortifiers, introduced with the launch of Prolact+ H2MF® in 2006, are clinically shown to reduce complications and improve outcomes compared to cow milk-based products. An Exclusive Human Milk Diet (EHMD) with Prolacta’s products has been proven to: Increase survival rates in the smallest preemies⁶ Reduce life-threatening NEC²⁻⁴ Support long-term developmental outcomes⁹⁻¹¹ For Families and NICU Teams For Parents: If your preemie is struggling to tolerate cow’s milk, ask your NICU care team about Prolacta and visit parents.prolacta.com For Clinicians: NICUs can request Prolacta at any time by visiting www.prolacta.com

Prolacta’s Fortifiers and Formulas — Made From 100% Donor Breast Milk Instead of Cow Milk — Are Shown to Reduce Complications Like NEC, Helping the Tiniest Premature Babies Thrive DUARTE, Calif., September 9, 2025 – Prolacta Bioscience, the world’s leading hospital provider of 100% human milk-based nutritional products for critically ill and premature infants, celebrates NICU Awareness Month by announcing that its breast milk-based fortifiers and formulas have now helped more than 125,000 preterm and critically ill infants worldwide. This milestone signifies progress in the neonatal intensive care unit (NICU) and the crucial role 100% breast milk-based nutrition plays in reducing complications of prematurity, including the life-threatening intestinal disease necrotizing enterocolitis (NEC). Since introducing Prolact+ H2MF®, the world’s first and only 100% human milk-based fortifier in 2006, Prolacta has contributed to changing the standard of care for vulnerable premature infants. The company’s nutritional products are made from 100% donor breast milk and are free from cow milk and other added fats and sugars, such as corn syrup solids. NICU Awareness Month is celebrated every September to raise awareness for the critical care NICUs provide to premature and medically fragile newborns. Each year in the U.S., about 36,000 babies are born weighing < 2.75 lbs.5 These fragile infants face the highest risk of serious complications, but advances in neonatal nutrition are helping them not just survive, but thrive. “Reaching more than 125,000 fragile babies is more than a statistic; it represents thousands of families who have seen the difference breast milk-based nutrition can make during the most critical time in their babies’ lives,” said Scott Elster, CEO of Prolacta. “This milestone reflects the dedication of NICU care teams who understand the pivotal role breast milk-based nutrition plays in the survival and long-term health of the smallest premature infants.” Compared to cow milk-based products, an Exclusive Human Milk Diet (EHMD) with Prolacta’s 100% breast milk-based nutritional fortifiers can increase survival6 and is clinically proven to reduce the most common complications of prematurity for the smallest premature infants. Breast milk-based nutrition has also been shown to impact developmental milestones years later. Most recently, an independent study evaluated the association between an EHMD and motor function impairment at 3 years of corrected age. Read more about the published findings here. For more information about breast milk-based nutrition, visit parents.prolacta.com.

There's two sides to this:Aligning our channel activation strategy with the natural customer journey, and uniting data tracking across platforms and CRMs for a complete view of impact.

Well... since you asked!

Within my first 90 days at Prolacta, I delivered a 27-page deck making the case for integrated, strategy-led marketing.

Couple of slides pulled from that deck (or download the full deck here)

Proposed team structure for intergrated marketing to work (in response to the March 2023 request to outline the team I would need)

Absent a reorg, I independently implemented a durable integrated-marketing system that both powered current priorities and anticipated what was coming.

Click to enlarge

Dedicated to advancing marketing innovation, my Capstone project focused on transforming content and communications into a dynamic, data-driven ecosystem that scales across audiences, channels, and business priorities.

Malaysia Airlines Crisis Communications: Missing Flight MH370 During my role at IPG (UK) in 2014 I led marketing strategy and communications for the Malaysia Airlines's missing flight crisis, coordinating rapid decision-making and managing brand reputation under global scrutiny. I worked with 22 regions to quickly shift to blackout mode and replace all promotional campaigns with a unified, empathetic message and a #StayStrong social campaign.

I independently provide over 30 personalized reports to sales reps and the payer relations team so that we have organization-wide visibility into account-level insights.

Use this side of the card to provide more information about a topic. Focus on one concept. Make learning and communication more efficient.

Use this side of the card to provide more information about a topic. Focus on one concept. Make learning and communication more efficient.

Use this side of the card to provide more information about a topic. Focus on one concept. Make learning and communication more efficient.

Use this side of the card to provide more information about a topic. Focus on one concept. Make learning and communication more efficient.

Tablet-ready account-level insight app being announced at the January sales meeting!

Title

Title 3

Write a brief description here

Malaysia Airlines Crisis Communications: Missing Flight MH370 During my role at IPG (UK) in 2014 I led marketing strategy and communications for the Malaysia Airlines's missing flight crisis, coordinating rapid decision-making and managing brand reputation under global scrutiny. I worked with 22 regions to quickly shift to blackout mode and replace all promotional campaigns with a unified, empathetic message and a #StayStrong social campaign. Not-so-fun fact: At the time we had six content creators just land in Malaysia to produce UGC for an upcoming campaign, so I also navigated the agency's response to safeguard our reputation and ensure they returned home in a way they felt safe.

Malaysia Airlines Crisis Communications: Missing Flight MH370 During my role at IPG (UK) in 2014 I led marketing strategy and communications for the Malaysia Airlines's missing flight crisis, coordinating rapid decision-making and managing brand reputation under global scrutiny. I worked with 22 regions to quickly shift to blackout mode and replace all promotional campaigns with a unified, empathetic message and a #StayStrong social campaign. Not-so-fun fact: At the time we had six content creators just land in Malaysia to produce UGC for an upcoming campaign, so I also navigated the agency's response to safeguard our reputation and ensure they returned home in a way they felt safe.

HCP

This is where we can do better with personalization (slide from original strategy)

Payer

There's two sides to this:Aligning our channel activation strategy with the natural customer journey, and uniting data tracking across platforms and CRMs for a complete view of impact.

parent activation plan

NICU moms are in crisis mode and therefore unreachable through traditional marketing. Our best touch-point is the peer-to-peer recommendation. Ripple Marketing uses the crisis-moment as the activator and relies on the informed network of moms to deliver the message of Prolacta in the moment.

Crisis-moment activation: A communications plan that builds broad awareness among high-risk, expectant and everyday moms so that trusted voices carry the message into the moment of crisis.

Influencer Marketing

Video/Storytelling

Press Releases with strong marketing anchors

Sponsored Content with Partner Publishers

“NICU Consent Becomes a Conversation: Moms Speak Up About the Choices They Didn’t Know They Had.”

Aug 2024 Strategy Slides

We can pivot to support business priorities as fast as our regulatory approval process allows. I've strategized, creatively directed and navigated the compliance process for 98 different pieces of advertising in 2 years.

I independently provide personalized territory reports to every sales rep and syndicate over 50 insight reports weekly, driving organization-wide visibility into account-level performance.

Launching tablet-ready sales enablement at the January sales meeting

We can pivot to support business priorities as fast as our regulatory approval process allows. I've strategized, creatively directed and navigated the compiance process for 98 different pieces of advertising in 2 years.

Following the loss of Akron and Spectrum, I launched a rapid customer protection initiative that evolved into an always-on protocol expansion engine. Within 80 days, 141 customers engaged directly with campaign ads, and eight previously inactive accounts expanded their protocols, generating $12.36M in incremental revenue since Q3.

There's two sides to this:Aligning our channel activation strategy with the natural customer journey, and uniting data tracking across platforms and CRMs for a complete view of impact.

Turns the news moment into a focused marketing message with a clear audience in mind.

CAPWELL'S VERSION

Available Nationwide in 24 Hours: Prolacta Marks 125,000 Preemies Helped With 100% Human Milk-Based Nutrition

NICU Awareness Month milestone: 125,000 preemies helped by Prolacta Bioscience’s 100% breast milk-based nutrition

Prolacta’s Fortifiers and Formulas — Made From 100% Donor Breast Milk Instead of Cow Milk — Can Be Delivered Nationwide Within 24 Hours to Support the Tiniest Premature Babies DUARTE, Calif., Sept. 9, 2025 – Prolacta Bioscience®, the world’s leading hospital provider of 100% human milk-based nutritional products for critically ill and premature infants, announced today during NICU Awareness Month that its breast milk-based fortifiers and formulas have now helped more than 125,000 preterm and medically fragile infants worldwide.¹ This milestone reflects more than just a number — it demonstrates that whenever a premature baby needs support, Prolacta can be delivered to any NICU nationwide within 24 hours of request. This rapid access ensures that fragile infants struggling to tolerate cow’s milk can receive the bridge of 100% breast milk-based nutrition when it matters most. “Reaching more than 125,000 fragile babies is more than a statistic; it represents thousands of families who have experienced the impact of timely access to breast milk-based nutrition during the most critical days of their child’s life,” said Scott Elster, CEO of Prolacta. “NICU teams and parents can have confidence knowing Prolacta is always available, quickly and reliably, to support premature infants in need.” Why It Matters Each year in the U.S., about 36,000 babies are born weighing less than 2.75 lbs. These fragile infants face the highest risk of complications such as necrotizing enterocolitis (NEC), feeding intolerance, and extended hospital stays. Prolacta’s 100% breast milk-based fortifiers, introduced with the launch of Prolact+ H2MF® in 2006, are clinically shown to reduce complications and improve outcomes compared to cow milk-based products. An Exclusive Human Milk Diet (EHMD) with Prolacta’s products has been proven to: Increase survival rates in the smallest preemies⁶ Reduce life-threatening NEC²⁻⁴ Support long-term developmental outcomes⁹⁻¹¹ For Families and NICU Teams For Parents: If your preemie is struggling to tolerate cow’s milk, ask your NICU care team about Prolacta and visit parents.prolacta.com For Clinicians: NICUs can request Prolacta at any time by visiting www.prolacta.com

Prolacta’s Fortifiers and Formulas — Made From 100% Donor Breast Milk Instead of Cow Milk — Are Shown to Reduce Complications Like NEC, Helping the Tiniest Premature Babies Thrive DUARTE, Calif., September 9, 2025 – Prolacta Bioscience, the world’s leading hospital provider of 100% human milk-based nutritional products for critically ill and premature infants, celebrates NICU Awareness Month by announcing that its breast milk-based fortifiers and formulas have now helped more than 125,000 preterm and critically ill infants worldwide. This milestone signifies progress in the neonatal intensive care unit (NICU) and the crucial role 100% breast milk-based nutrition plays in reducing complications of prematurity, including the life-threatening intestinal disease necrotizing enterocolitis (NEC). Since introducing Prolact+ H2MF®, the world’s first and only 100% human milk-based fortifier in 2006, Prolacta has contributed to changing the standard of care for vulnerable premature infants. The company’s nutritional products are made from 100% donor breast milk and are free from cow milk and other added fats and sugars, such as corn syrup solids. NICU Awareness Month is celebrated every September to raise awareness for the critical care NICUs provide to premature and medically fragile newborns. Each year in the U.S., about 36,000 babies are born weighing < 2.75 lbs.5 These fragile infants face the highest risk of serious complications, but advances in neonatal nutrition are helping them not just survive, but thrive. “Reaching more than 125,000 fragile babies is more than a statistic; it represents thousands of families who have seen the difference breast milk-based nutrition can make during the most critical time in their babies’ lives,” said Scott Elster, CEO of Prolacta. “This milestone reflects the dedication of NICU care teams who understand the pivotal role breast milk-based nutrition plays in the survival and long-term health of the smallest premature infants.” Compared to cow milk-based products, an Exclusive Human Milk Diet (EHMD) with Prolacta’s 100% breast milk-based nutritional fortifiers can increase survival6 and is clinically proven to reduce the most common complications of prematurity for the smallest premature infants. Breast milk-based nutrition has also been shown to impact developmental milestones years later. Most recently, an independent study evaluated the association between an EHMD and motor function impairment at 3 years of corrected age. Read more about the published findings here. For more information about breast milk-based nutrition, visit parents.prolacta.com.

6 months post launch, ABM metrics now link directly to protocol expansion and new wins. Prospects and Customers engaging online for the first time consistently precede new sales or expansion activity.

See the data Click to Enlarge

Since ABM Launched in Q3: Over 3x more Sales Meetings Over 3x more VA/EIA requests 143% Growth in New Web Visits from Priority Prospects

EACH DOLLAR OF MEDIA SPEND DROVE A 3× LIFT IN SALES ACTIONS in Q2 AND Q3.

I joined Prolacta with a deeply personal connection to its mission of saving babies, and my experience here has only strengthened that commitment. This opportunity to become the Director of MarCom isn’t about the title. It’s about amplifying the impact and purpose that have always driven my work.

"Jeanie is a trusted colleague who delivers at the highest level. She is a visionary and partner who works tirelessly to bring Prolacta's vision and mission to save babies."

Sean Gill Senior Director, Health Economics & Payor Relations

"Jeanie - A bright, energetic and articulate marketing professional willing and capable of grasping a project with both hands and delivering results, even when confronted by ambiguity. "

James Earngey S&M Australia

HCP

This is where we can do better with personalization (slide from original strategy)

Payer

Parent requests carry greater weight when hospital administrators recognize that families are increasingly informed and empowered in their care decisions.

PARENT ENGAGEMENT WITH A BETTER ROI

Moms in the NICU are in crisis mode and therefore difficult to reach with traditional marketing. Targeting high-risk pregnancies is inefficient (we'd have to resonate with 2,000 expectant moms before 1 would find themselves in a situation where Prolacta is relevant). Our only scalable and cost-efficient touch-point is the peer-to-peer recommendation. Using the crisis-moment as the activation is how we can find our target. If we create a network of informed moms then we can use this peer interaction to deliver the message in the exact moment it's needed.

Dig in deeper on that math

“NICU Consent Becomes a Conversation: Moms Speak Up About the Choices They Didn’t Know They Had.”

Build broad awareness among high-risk, expectant and everyday moms through compelling, emotionally resonant storytelling. This approach refines our broad audience of expectant moms who could land in the NICU to those who care most about what we have to say. Those that care will become powerful messengers when their friend, or friend-of-friend, has a pre-term brith.

Aug 2024 Strategy Slides

We can pivot to support business priorities as fast as our regulatory approval process allows. I've strategized, creatively directed and navigated the compliance process for 98 different pieces of advertising in 2 years.

Unified tracking across online & in-the-field touchpoints reveal the full impact of our cross-channel strategy.

We can pivot to support business priorities as fast as our regulatory approval process allows. I've strategized, creatively directed and navigated the compiance process for 98 different pieces of advertising in 2 years.

Programs of this complexity are generally executed by teams of 3-6. I operated independently on these executions for 2 years, leading strategy but also tasked with all execution. Because no spend was wasted on external agencies, I accomplished everything on this slide for just... $67k of budget media budget and $0 agency fees. Imagine what I could have done with a team? I do!

Dedicated to advancing marketing innovation, my Capstone project focused on transforming content and communications into a dynamic, data-driven ecosystem that scales across audiences, channels, and business priorities.

Dedicated to advancing marketing innovation, my Capstone project focused on transforming content and communications into a dynamic, data-driven ecosystem that scales across audiences, channels, and business priorities.