Step by Step Guide to building your Director of Marketing Communications, PR & Digital
Start
A tongue-in-cheek walkthrough that ends with a very real outcome: faster growth, tighter alignment and zero ramp-up.
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First, check to make sure all the basic parts are there.
15 years of experience in Integrated Marketing Communications and Digital Strategy
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10+ years in senior leadership roles building and guiding high-impact teams
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Led communications in 22 markets worldwide, aligning global strategy with local nuance
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Proven expertise in healthcare provider communications and regulatory compliance processes
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Formally trained in Marketing Communications and Advertising
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WAIT
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Real-world Prolacta & NICU Mom Experience
Pre-loaded with Prolacta knowledge
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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
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Over the last 2 years
I built the infrastructure that enables the next generation of modern, data-driven, account-based marketing.
A connected ecosystem that analyzes, executes and optimizes in one place -- and gets smarter with every stakeholder interaction.
What's next?
Building a scalable way to transform account signals into modular content.
Only 4% of healthcare and pharma companies are where we are today in using AI to power sales and marketing.
View the Report: Insights on NICU Buying-Team Dynamics Informing Our 2026 ABM Strategy
View The Healthcare AI Adoption Index
Sales Intelligence Engine
Instant Content Amplification
Marketing Measurement
Cross-Channel Readiness
Adaptive Demand Generation
I pioneered account-level intelligence systems that equip reps with actionable insights amd outreach strategies. Outcome Amplified field impact and richer face-to-face conversations.
I established real-time ad buying capabilities in-house and removed the agency middleman. Outcome More budget for amplifying content, less money for campaign management.
I created one way to measure marketing, tied directly to the sales pipeline. Outcome Everyone sees what actually drives revenue (and what doesn’t).
I unified online and offline customer activity into one connected ecosystem so we can see the full journey and coordinate messaging across every channel. Outcome An end-to-end experience where customers feel the full impact of cohesive marketing.
I built a system that learns from stakeholder's behavior and automatically adjusts our marketing in real time. Outcome Every stakeholder interaction is timely, relevant and conversion-focused.
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Why did i focus here?
PROOF
OF IMPACT
+Why did I focus on ABM?
VIEW
new wins
new protocol account directly linked to ABM campaign engagement in Q3 alone
1st
VIEW
international expansion
paid media campaign in Australia, so far reaching 40% of the Aus TAM
81%
VIEW
payer strategy
chance of a real-world engagement if a payer had engaged digitally
40%
surgifort
lift in unique stakeholder interest 50 days post-GTM launch
VIEW
$944k
VIEW
PROTOCOL EXPANSION
million in expansion revenue from reactivated customers
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40
VIEW
account-level pilot
days from S&M alignment to new win
Title here
Modern PR now lives within digital strategy
Earn Attention by being relevant and timely with our messaging
Guard the Brand by telling our story consistently across channels
powered by real-time data, content and channel orchestration.
Build Relationships by enabling meaningful, two-way dialogues
Establish Trust by elevating expert voices and high-value content.
How would I have approached our September's milestone story?
Click to see how standalone news items can become strategic marketing tools.
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I led Malaysia Airlines’ marketing strategy through the missing flight crisis.
Crisis communication and "traditional" PR are not new to me.
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
Payors / Advocacy / Industry Leaders / Care Team
KEY INITIATIVES
The Informed Parent Effect
Clinical Data/Economic Data
Thought Leadership/KOL
Paid Social
Trades/Sponsored Content
Sales Intelligence Data
Conferences / Tradeshows/Webinars
Advocacy & Co-Branding
Content Marketing
Retargeting (Display & Social)
Search (High Intent)
Triggered Outreach
Earned PR
Account-level Marketing Plays
Message-Anchored Press Releases
Paid Media / Video
Owned Social / Community Building
Audio/Podcast Ads
Search (Broad)
Influencer Marketing
SEO/ High-Value Content Syndication
Newsletters/ Nurture Streams
Sales Enablement Materials
ABM / orchestrated channels
Parent Activation
HCPs Finance Risk Managers Academia
Influencer Marketing
Publisher Sponsored Content/Native Ads
Video/Storytelling (Programmatic)
PR
Paid Media (Social/Display)
REVEAL CHANNELS
REVEAL CHANNELS
drive awareness and generate demand
TOP OF FUNNEL DISCOVERY
strenghthen consideration and engagement
MIDDLE OF FUNNEL ENGAGE
BOTTOM OF FUNNEL SALES ENABLEMENT
deliver insight-led enablement
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scale success across priority global markets
MY VISIONI build a team that wins by
capitalizing on being early adopters of modern marketing.spending budget on media that drives visibility, not agency labor. reorganizing to focus on near-term revenue.
This role and structure would put content and amplification on the same footing, working from one shared strategy. This ensures all of marketing's output is intentionally designed to support commercial goals and address opportunities that are measurable.
Because we invested early in AI-driven ABM, we’re ready to start supporting sales in new ways. This position would be the fastest way to convert that advantage into near-term revenue.
jeff
Erica
content & comms manager
growth marketing senior manager
cristal
events & community
design
digital associate
my replacement
open headcount
Competency ExpansionUses social listening tools to identify information-seeking moments among parents entering the NICU and provides timely information.
Competency Expansion Builds motion design capabilities by using new tools & standardized templates that make animation fast and scalable.
Competency Expansion Managing a results-focused social media calendar that directly aligns content with business priorities.
Drives the workflow of content creation; translates strategy into high-impact experiences that drive conversion. Gaps are filled for copywriting needs and corporate comms.
Oversees cross-channel digital activations; uses data and sales insight to accelerate pipeline progression on the account-level.
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What I Deliver
Given the opportunity to lead the team & direct from a higher strategic level:
In 60 days, impact is visible.
In 120, impact shows up in revenue.
In 90, growth gains traction.
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 proof points show momentum and confidence builds. The org feels the rhytyhm of a single, connected MarCom framework. A data-led, purpose-driven system guides all decisions.
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ASSEMBLY COMPLETE
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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.
We've only scratched the surface of what we can do with personalization and segmentation.
Dynamically Adjusted Customer Experiences
Our January 2026 sales meeting will ignite new habits in how reps log and capture NICU insights. This will deepen our understanding of buying groups, sharpen our segmentation engine and unlock stakeholder-level marketing campaigns.
HCP
Payer
Slide snapshots from March 2024 Original Strategy
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.
Parent requests carry greater weight when hospital administrators recognize that families are increasingly informed and empowered in their care decisions.
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,)
Unified tracking across digital and real-life touchpoints lets us meet customers where they are and understand the full impact of our cross-channel efforts.
THE HOW
THE WHY
Boston University's College of Communication
Cum Laude (1st Class Honors) Concentration in Advertising, Minor in Psychology Global Marketing Track - London Work-Study Program
Content Syndication of Thought Leadership
Personalized Microsite Experiences
Where does pharma stand today in adopting AI across sales and marketing?
30% are stuck in ideation 18% have launched pilots 4% have reached implementation
Top Roadblocks
Jobs-to-be-done as potential use cases for AI
Source: The Healthcare AI Adoption Index - BVP
Worked out of London for four years -- the global hub connecting markets across Europe, APAC and the US. While at Prolacta, I pioneered the first US-led paid media strategy in Australia to accelerate global expansion, with a 2026 roadmap to extend our successful account-based marketing program into Germany and the Middle East.
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.
Parent requests carry greater weight when hospital administrators recognize that families are increasingly informed and empowered in their care decisions.
Within my first 90 days at Prolacta (March 2024), 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 AI-powered intergrated marketing & ABM to be successful(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.
Dedicated to advancing marketing innovation, my Capstone project focused on building a scalable way to transform account signals into tailored content experiences.
Each week 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.
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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.
We've only scratched the surface of what we can do with personalization and segmentation.
Dynamically Adjusted Customer Experiences
Our January 2026 sales meeting will ignite new habits in how reps log and capture NICU insights. This will deepen our understanding of buying groups, sharpen our segmentation engine and unlock stakeholder-level marketing campaigns.
HCP
Payer
Slide snapshots from March 2024 Original Strategy
Where does pharma stand today in adopting AI across sales and marketing?
Jobs-to-be-done as potential use cases for AI
77% of pharma companies are actively trying to bring AI into their sales and marketing efforts. 30% are stuck in ideation 18% have launched pilots 4% have reached implementation
What are the roadblocks?
Source: The Healthcare AI Adoption Index - BVP
I was brought on to Prolacta based on my experience of managing global marketing communications teams.
I led the full marketing communications function in my last role - spanning content, digital, ABM, data ops, creative and brand. Before that, I worked out of London managing international marketing for Amazon and Malaysia Airlines across 22 global regions.
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.
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.
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 $944k in incremental revenue since Q3.
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, our new way of marketing is 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 we launched in Q2: 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.
Proficient in shaping complex, high-impact messages for diverse groups including NICU stakeholders, risk managers, care path providers, payors and parents. Skilled in cross-functional collaboration with Medical Affairs, Legal and Regulatory Affairs, with a strong grasp of risk–value assessment and global compliance standards.
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 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
Before Prolacta
Director of Paid Media and Content, Intel Corporation Account (Global) - Caffelli Marketing Agency, USA | 2019-2023 - Directed integrated marketing and content programs that expanded adoption of Intel’s innovation-enabling technologies supporting advancements in healthcare and pandemic-response initiatives
- Solely responsible for ensuring all communications adhered to strict brand safety policies, overarching campaign strategy and commercial goals
- Built cross-functional frameworks that strengthened strategic alignment and delivered a consistent brand experience across every paid, owned and earned touchpoint
- Served on the company's leadership team, reporting to the CEO and contributing commercial and strategic direction to drive business performance
- Championed creative and data-driven thinking across both traditional and digital marketing including content strategy, events, email, social, thought leadership, demand generation, lead nurturing and ABM.
- Built, led and mentored a high-performing team of six across all MarCom disciplines, including brand and creative management, content development, digital activation, data analytics & social engagement
- Recognized for transforming data, market insights and emerging innovations into strategic direction
Co-Founder, Medical Device Training Platform - www.wearealliancetraining.com, USA | Launched in 2022 - Founded and scaled a medical device training platform for oral surgeons, ultimately becoming the exclusive global clinical education partner to the leading dental implant manufacturer (Straumann)
- Developed and executed a comprehensive event strategy for major industry conferences to drive lead generation, elevate brand visibility and expand partnerships with other medical devices
- Built strategic partnerships with regional sales managers to integrate clinical training as a core Straumann value-add, aligning educational programs with promotional initiatives and field sales activities
Unplanned field research, 65 days in the NICU - 24/7, unpaid | 2015 & 2018 - Life handed me two preemies and a 2x NICU badge -- and the rare opportunity to experience the impact of Prolacta as a mom!
Digital Marketing Director (Global) - IPG Mediabrands, UK | 2012 – 2015 - Orchestrated global brand and demand strategies for flagship accounts including Amazon (Family and Fire products) and Malaysia Airlines, unifying messaging and performance across markets
- Led and mentored a high-performing team while also collaborating with over 22 regional teams worldwide to ensure consistent execution, message alignment and market-specific adaptation
- Built and optimized data-driven, cross-channel marketing programs that leveraged strategic partnerships to create high-value, native content driving brand awareness and sales growth
- Led cross-functional alignment between PR, Social, and Ad Tech teams to integrate earned, owned and paid media, enhancing content visibility and brand resonance
2007
2012
Digital Media Planner, Wieden & Kennedy (NYC)
Account Manager, Next Jump (NYC)
Advertising & Promotions Assistant, NBC Late Night with Conan O'Brien (NYC)
Account Executive, The Brand Bucket Company Marketing Agency (London)
Media Department Executive, Rubin Postaer and Associates Marketing Agency (Boston)
Parent requests carry greater weight when hospital administrators recognize that families are increasingly informed and empowered in their care decisions.
1. Moms in the NICU are in crisis mode and therefore difficult to reach with traditional marketing. 2. 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).
Broad awareness comms “NICU Consent Becomes a Conversation: Moms Speak Up About the Choices They Didn’t Know They Had.”
Our only reliable touch-point to reach parents who are in a position to request Prolacta is the peer-to-peer recommendation that happens in-NICU. Use the crisis-moment as the activation of the peer network to deliver the message.
insight
solve
+More
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.
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Tablet-ready account-level insight app being announced at the January sales meeting!
Title
Title 3
Write a brief description here
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.
Step by Step Guide to building your Director of Marketing Communications, PR & Digital
Jeanine Carlson
Created on October 21, 2025
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Transcript
Step by Step Guide to building your Director of Marketing Communications, PR & Digital
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 in senior leadership roles building and guiding high-impact teams
+info
Led communications in 22 markets worldwide, aligning global strategy with local nuance
+info
Proven expertise in healthcare provider communications and regulatory compliance processes
+info
Formally trained in Marketing Communications and Advertising
+info
10
10
WAIT
+info
Real-world Prolacta & NICU Mom Experience
Pre-loaded with Prolacta knowledge
+info
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
I built the infrastructure that enables the next generation of modern, data-driven, account-based marketing.
A connected ecosystem that analyzes, executes and optimizes in one place -- and gets smarter with every stakeholder interaction.
What's next?
Building a scalable way to transform account signals into modular content.
Only 4% of healthcare and pharma companies are where we are today in using AI to power sales and marketing.
View the Report: Insights on NICU Buying-Team Dynamics Informing Our 2026 ABM Strategy
View The Healthcare AI Adoption Index
Sales Intelligence Engine
Instant Content Amplification
Marketing Measurement
Cross-Channel Readiness
Adaptive Demand Generation
I pioneered account-level intelligence systems that equip reps with actionable insights amd outreach strategies. Outcome Amplified field impact and richer face-to-face conversations.
I established real-time ad buying capabilities in-house and removed the agency middleman. Outcome More budget for amplifying content, less money for campaign management.
I created one way to measure marketing, tied directly to the sales pipeline. Outcome Everyone sees what actually drives revenue (and what doesn’t).
I unified online and offline customer activity into one connected ecosystem so we can see the full journey and coordinate messaging across every channel. Outcome An end-to-end experience where customers feel the full impact of cohesive marketing.
I built a system that learns from stakeholder's behavior and automatically adjusts our marketing in real time. Outcome Every stakeholder interaction is timely, relevant and conversion-focused.
10
10
Why did i focus here?
PROOF
OF IMPACT
+Why did I focus on ABM?
VIEW
new wins
new protocol account directly linked to ABM campaign engagement in Q3 alone
1st
VIEW
international expansion
paid media campaign in Australia, so far reaching 40% of the Aus TAM
81%
VIEW
payer strategy
chance of a real-world engagement if a payer had engaged digitally
40%
surgifort
lift in unique stakeholder interest 50 days post-GTM launch
VIEW
$944k
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
Modern PR now lives within digital strategy
Earn Attention by being relevant and timely with our messaging
Guard the Brand by telling our story consistently across channels
powered by real-time data, content and channel orchestration.
Build Relationships by enabling meaningful, two-way dialogues
Establish Trust by elevating expert voices and high-value content.
How would I have approached our September's milestone story?
Click to see how standalone news items can become strategic marketing tools.
10
10
10
I led Malaysia Airlines’ marketing strategy through the missing flight crisis.
Crisis communication and "traditional" PR are not new to me.
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
Payors / Advocacy / Industry Leaders / Care Team
KEY INITIATIVES
The Informed Parent Effect
Clinical Data/Economic Data
Thought Leadership/KOL
Paid Social
Trades/Sponsored Content
Sales Intelligence Data
Conferences / Tradeshows/Webinars
Advocacy & Co-Branding
Content Marketing
Retargeting (Display & Social)
Search (High Intent)
Triggered Outreach
Earned PR
Account-level Marketing Plays
Message-Anchored Press Releases
Paid Media / Video
Owned Social / Community Building
Audio/Podcast Ads
Search (Broad)
Influencer Marketing
SEO/ High-Value Content Syndication
Newsletters/ Nurture Streams
Sales Enablement Materials
ABM / orchestrated channels
Parent Activation
HCPs Finance Risk Managers Academia
Influencer Marketing
Publisher Sponsored Content/Native Ads
Video/Storytelling (Programmatic)
PR
Paid Media (Social/Display)
REVEAL CHANNELS
REVEAL CHANNELS
drive awareness and generate demand
TOP OF FUNNEL DISCOVERY
strenghthen consideration and engagement
MIDDLE OF FUNNEL ENGAGE
BOTTOM OF FUNNEL SALES ENABLEMENT
deliver insight-led enablement
10
10
10
scale success across priority global markets
MY VISIONI build a team that wins by
capitalizing on being early adopters of modern marketing.spending budget on media that drives visibility, not agency labor. reorganizing to focus on near-term revenue.
This role and structure would put content and amplification on the same footing, working from one shared strategy. This ensures all of marketing's output is intentionally designed to support commercial goals and address opportunities that are measurable.
Because we invested early in AI-driven ABM, we’re ready to start supporting sales in new ways. This position would be the fastest way to convert that advantage into near-term revenue.
jeff
Erica
content & comms manager
growth marketing senior manager
cristal
events & community
design
digital associate
my replacement
open headcount
Competency ExpansionUses social listening tools to identify information-seeking moments among parents entering the NICU and provides timely information.
Competency Expansion Builds motion design capabilities by using new tools & standardized templates that make animation fast and scalable.
Competency Expansion Managing a results-focused social media calendar that directly aligns content with business priorities.
Drives the workflow of content creation; translates strategy into high-impact experiences that drive conversion. Gaps are filled for copywriting needs and corporate comms.
Oversees cross-channel digital activations; uses data and sales insight to accelerate pipeline progression on the account-level.
10
10
10
What I Deliver
Given the opportunity to lead the team & direct from a higher strategic level:
In 60 days, impact is visible.
In 120, impact shows up in revenue.
In 90, growth gains traction.
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 proof points show momentum and confidence builds. The org feels the rhytyhm of a single, connected MarCom framework. A data-led, purpose-driven system guides all decisions.
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!”
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.
We've only scratched the surface of what we can do with personalization and segmentation.
Dynamically Adjusted Customer Experiences
Our January 2026 sales meeting will ignite new habits in how reps log and capture NICU insights. This will deepen our understanding of buying groups, sharpen our segmentation engine and unlock stakeholder-level marketing campaigns.
HCP
Payer
Slide snapshots from March 2024 Original Strategy
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.
Parent requests carry greater weight when hospital administrators recognize that families are increasingly informed and empowered in their care decisions.
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,)
Unified tracking across digital and real-life touchpoints lets us meet customers where they are and understand the full impact of our cross-channel efforts.
THE HOW
THE WHY
Boston University's College of Communication
Cum Laude (1st Class Honors) Concentration in Advertising, Minor in Psychology Global Marketing Track - London Work-Study Program
Content Syndication of Thought Leadership
Personalized Microsite Experiences
Where does pharma stand today in adopting AI across sales and marketing?
30% are stuck in ideation 18% have launched pilots 4% have reached implementation
Top Roadblocks
Jobs-to-be-done as potential use cases for AI
Source: The Healthcare AI Adoption Index - BVP
Worked out of London for four years -- the global hub connecting markets across Europe, APAC and the US. While at Prolacta, I pioneered the first US-led paid media strategy in Australia to accelerate global expansion, with a 2026 roadmap to extend our successful account-based marketing program into Germany and the Middle East.
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.
Parent requests carry greater weight when hospital administrators recognize that families are increasingly informed and empowered in their care decisions.
Within my first 90 days at Prolacta (March 2024), 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 AI-powered intergrated marketing & ABM to be successful(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.
Dedicated to advancing marketing innovation, my Capstone project focused on building a scalable way to transform account signals into tailored content experiences.
Each week 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.
We've only scratched the surface of what we can do with personalization and segmentation.
Dynamically Adjusted Customer Experiences
Our January 2026 sales meeting will ignite new habits in how reps log and capture NICU insights. This will deepen our understanding of buying groups, sharpen our segmentation engine and unlock stakeholder-level marketing campaigns.
HCP
Payer
Slide snapshots from March 2024 Original Strategy
Where does pharma stand today in adopting AI across sales and marketing?
Jobs-to-be-done as potential use cases for AI
77% of pharma companies are actively trying to bring AI into their sales and marketing efforts. 30% are stuck in ideation 18% have launched pilots 4% have reached implementation
What are the roadblocks?
Source: The Healthcare AI Adoption Index - BVP
I was brought on to Prolacta based on my experience of managing global marketing communications teams.
I led the full marketing communications function in my last role - spanning content, digital, ABM, data ops, creative and brand. Before that, I worked out of London managing international marketing for Amazon and Malaysia Airlines across 22 global regions.
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.
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.
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 $944k in incremental revenue since Q3.
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, our new way of marketing is 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 we launched in Q2: 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.
Proficient in shaping complex, high-impact messages for diverse groups including NICU stakeholders, risk managers, care path providers, payors and parents. Skilled in cross-functional collaboration with Medical Affairs, Legal and Regulatory Affairs, with a strong grasp of risk–value assessment and global compliance standards.
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 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
Before Prolacta
Director of Paid Media and Content, Intel Corporation Account (Global) - Caffelli Marketing Agency, USA | 2019-2023- Founded and scaled a medical device training platform for oral surgeons, ultimately becoming the exclusive global clinical education partner to the leading dental implant manufacturer (Straumann)
- Developed and executed a comprehensive event strategy for major industry conferences to drive lead generation, elevate brand visibility and expand partnerships with other medical devices
- Orchestrated global brand and demand strategies for flagship accounts including Amazon (Family and Fire products) and Malaysia Airlines, unifying messaging and performance across markets
- Led and mentored a high-performing team while also collaborating with over 22 regional teams worldwide to ensure consistent execution, message alignment and market-specific adaptation
- Built and optimized data-driven, cross-channel marketing programs that leveraged strategic partnerships to create high-value, native content driving brand awareness and sales growth
- Led cross-functional alignment between PR, Social, and Ad Tech teams to integrate earned, owned and paid media, enhancing content visibility and brand resonance
- Directed integrated marketing and content programs that expanded adoption of Intel’s innovation-enabling technologies supporting advancements in healthcare and pandemic-response initiatives
- Solely responsible for ensuring all communications adhered to strict brand safety policies, overarching campaign strategy and commercial goals
- Built cross-functional frameworks that strengthened strategic alignment and delivered a consistent brand experience across every paid, owned and earned touchpoint
- Served on the company's leadership team, reporting to the CEO and contributing commercial and strategic direction to drive business performance
- Championed creative and data-driven thinking across both traditional and digital marketing including content strategy, events, email, social, thought leadership, demand generation, lead nurturing and ABM.
- Built, led and mentored a high-performing team of six across all MarCom disciplines, including brand and creative management, content development, digital activation, data analytics & social engagement
- Recognized for transforming data, market insights and emerging innovations into strategic direction
Co-Founder, Medical Device Training Platform - www.wearealliancetraining.com, USA | Launched in 2022- Built strategic partnerships with regional sales managers to integrate clinical training as a core Straumann value-add, aligning educational programs with promotional initiatives and field sales activities
Unplanned field research, 65 days in the NICU - 24/7, unpaid | 2015 & 2018- Life handed me two preemies and a 2x NICU badge -- and the rare opportunity to experience the impact of Prolacta as a mom!
Digital Marketing Director (Global) - IPG Mediabrands, UK | 2012 – 20152007
2012
Digital Media Planner, Wieden & Kennedy (NYC)
Account Manager, Next Jump (NYC)
Advertising & Promotions Assistant, NBC Late Night with Conan O'Brien (NYC)
Account Executive, The Brand Bucket Company Marketing Agency (London)
Media Department Executive, Rubin Postaer and Associates Marketing Agency (Boston)
Parent requests carry greater weight when hospital administrators recognize that families are increasingly informed and empowered in their care decisions.
1. Moms in the NICU are in crisis mode and therefore difficult to reach with traditional marketing. 2. 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).
Broad awareness comms “NICU Consent Becomes a Conversation: Moms Speak Up About the Choices They Didn’t Know They Had.”
Our only reliable touch-point to reach parents who are in a position to request Prolacta is the peer-to-peer recommendation that happens in-NICU. Use the crisis-moment as the activation of the peer network to deliver the message.
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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!
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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.