Market a new ecommerce product built to provide consumers with genetic discovery and wellness markers.
Launching their new product “Gene Guide” Mayo Clinic needed a design strategy and campaign plan to reach millions of curious clients.
I was responsible for recommending budgets/channels, setting up, managing and running the following areas:
WoW Increase on ROAS by 20%
Paid Ads,Paid Ads,Web Development
Health & Wellness
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Given too much variance in ability of product marketing teams throughout the company, Wiley wanted to build and in-house agency of marketing specialists, who would partner with product marketers on all high revenue earning products (ranging from $250K annual to $50M+) to ensure successful outcomes.
I was brought in to build and lead this global team, and my challenge was to build out the proper processes, communication, measurement, and reporting, as well as get buy-in from global product teams who were not all thrilled with having some of their autonomy taken away.
The main challenge and barrier were to turn a powerful offline process into an almost entirely self-service one. After many studies, we have seen that the public is familiar with the old way of measuring and physically reaching the store. some say it's a breakthrough in the online medical e-com industry.

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