Strategic communications

   Core tactical skills   

WEBINAR DEVELOPMENT & PROMOTION

EXHIBITION DESIGN & COMMUNICATIONS

WRITING FOR DIVERSE AUDIENCES

UNCONVENTIONAL MEDIA

TRADITIONAL PRINT MEDIA

WEBSITE DEVELOPMENT

Tactical & strategic comms planning

Words can push people to move mountains. But how can we get them to take that first step?

I take a holistic, results-oriented approach to strategic communications. I work closely with stakeholders to chart the right path forward, finding the perfect words at the perfect time, and then use data and audience insights to refine the strategy even further.

What does this look like in practice?

Pinpoint the purpose — Are we aiming to spark public awareness, shift stakeholder perspectives, earn the public’s trust?

Know the audience — Who are we speaking to: policymakers, funders, community groups, patients, doctors, children? What are their needs, interests, concerns, fears, dreams?

Map the journey — What channels does our audience use: social media, the news, our website, in-person events, emails? Understand their communication style, then meet them where they are.

One thing they’ll remember — If our audience remembers one key thing, what should it be? Make it crisp, compelling, and consistent across every platform.

Make the most of limited resources — Budget, timeline, team: how can we stretch what we have for the biggest impact without sacrificing quality or fraying nerves?

Track the triumphs (and learn from failures) — Decide what success looks like: social media impressions, new leads, stakeholder feedback, event attendance? Then, iteratively use those metrics to fine-tune our approach.

Collaborate to conquer — Get internal and external stakeholders on the same page by understanding their needs and earning their buy-in early.

Plan for the unexpected — From negative press to data breaches, have a swift, clear, transparent crisis protocol.

Science writing & data storytelling

We all respond to stories — whether you’re a doctor or a child, a scientist or an MP.

I mold the complexity of science and medicine into stories: compelling narratives that drive action. I keep it simple and accessible without dumbing it down.

Throughout it all, I uphold strict medical and scientific rigor, adhere to regulatory guidelines, and stay faithful to the brand voice.

CONTENT STRATEGY & DEVELOPMENT

MULTIMEDIA COPYWRITING

WEBSITE DESIGN & DEVELOPMENT

CONFERENCE STRATEGY & DESIGN

DIGITAL PRINT & ADVERTISING

DATA-DRIVEN APPROACH

Case study: Diagnostics microsite

An existing Wordpress site for one of the MDx product areas needed to be updated to the new look, feel and tone of the QIAGEN website. As the content lead, I was tasked with designing and writing copy for the new microsite.

Here's how I approached this project.

Research

Audience, purpose & SEO analysis

  • Aligned with marketing, business and digital teams to define personas and goals of the microsite

  • Designed site architecture for full-funnel digital marketing approach

  • Ensured SEO success with keyword research and content strategy that prioritizes a seamless user experience and content value for the audience

Design

Copy writing, layout & graphics

  • Developed content that spanned the sales funnel from top to bottom, using SEO keywords appropriately throughout while maintaing branding and tone of voice

  • Built in room for website expansion and digital marketing campaigns

  • Focused on high-value educational content that demonstrated our authority on the subject.

Results

Metrics of success

  • Rank high on first page of search

  • Consistent traffic since launch

  • Iterative edits to improve traffic

Case study: Rare disase day virtual event campaign

Multi-channel campaign to raise awareness around rare diseases and promote NGS exome tools.

Strategy:

  • Drive registrations through high-visibility, emotional, multi-channel digital promotion (SoMe, email, third party, microsite)

  • Encourage engagement with prizes and incentivize registrations through donations to National Organization for Rare Disorders (NORD)

  • Post-event promotional deal

  • Create materials that could be repurposed for future campaigns (webinars, infographics)

Stage 1: Awareness

  • Developed cohesive imagery and messaging, a central throughline to tie the campaign together

  • Created educational quiz on rare diseases

  • Engaged social media audience with quiz and posts leading up to Rare Disease Day

  • Wrote blog post on the history of Rare Disease Day

  • Created 2 new infographics on rare diseases and exome sequencing as a diagnostic innovation

  • Coordinated with NORD for donation campaign

Stage 2: Virtual event

  • Designed registration landing page

  • Coordinated updates to NGS microsite

  • Created invitation video for paid and organic social media

  • Developed multi-stage email campaign

  • Designed full-scale virtual event platform, including library, networking lounge, conference hall, and entertainment room (quiz, prize wheel and photobooth)

  • Designed event-branded prizes

Stage 3: Outcome

  • >1000 registrants

  • 30% attendance rate

  • Positive feedback from attendees via post-event survey

  • Follow-up nurture campaign, including donation results and additional resources on exome sequencing