Product Marketing | Go-to-Market Strategy | Value Storytelling

Senior product marketing leader with 20 years of experience building the skills that make GTM work — audience empathy, value-based storytelling, and the discipline to find the real narrative behind any product or capability. For the past six years, I've applied that foundation directly to product marketing and go-to-market strategy for complex, matrixed healthcare organizations.

Proven track record building value narratives, leading cross-functional launch execution, and developing the content ecosystems that drive provider engagement, product adoption, and measurable business growth.

Deep expertise in B2B product marketing, portfolio positioning, sales enablement, and multi-channel content strategy.

Experience

Ontada, a McKesson company | Sr. Manager, Product Marketing and Communications
April 2020 – Present

Lead GTM strategy, product launch marketing, and multi-channel sales enablement for a B2B SaaS oncology portfolio serving enterprise networks — including US Oncology Network with 700+ locations and 3,300+ providers across 29 states. Manage a team of three responsible for full content and marketing operations: email database, templates, websites, and content creation and distribution.

• Own end-to-end GTM planning, strategy, and launch execution, developing positioning frameworks, messaging architectures, and persona-specific content to drive adoption across complex, multi-site enterprise accounts.

• Developed AI-assisted messaging workflow using Microsoft Copilot to compress a multi-week input-gathering process to a single afternoon, producing outputs used by the VP of Customer Success and Head of Product Marketing in executive customer conversations.

• Build and maintain a comprehensive sales enablement ecosystem — info sheets, slide decks, talk tracks, objection handling guides, and FAQs — with field-validated assets that Customer Success teams report meaningfully changed their customer conversations.

• Define QBR value narratives for the Customer Success team, helping them demonstrate value to customers and identify expansion opportunities across the portfolio.

• Synthesize voice-of-customer insights from provider advisory boards, Beta Program, and Physician Champions forums to shape GTM messaging and inform product prioritization.

• Grew flagship product audience 150% and doubled engagement in two years through data-driven content planning.

• Coach my team to lead every asset with audience value over features — creating space to ask questions, surface problems, and keep pushing toward the answer that matters to the end user.

McKesson | Product Manager – Operations and Communication
Aug. 2019 – April 2020

Partnered with product and C-suite leadership to establish the foundational messaging framework, brand voice, and editorial standards for Ontada's provider portfolio at company launch — shaping how a newly unified set of products was positioned and how the organization communicated with customers across every channel.

• Developed messaging frameworks, brand voice guidelines, and editorial standards for the provider portfolio, setting the bar for customer-facing communications including release notes, product updates, and campaign content. Presented to VP of Product Management.

• Planned and executed quarterly Provider Advisory Boards with hand-selected provider participants, creating presentations, developing product talk tracks, and synthesizing customer feedback to inform product prioritization and GTM messaging.

• Owned end-to-end execution of Customer Roadmap Update meetings for practice presidents, directors, and leadership — from invitations and content development through hosting and feedback collection — connecting customer input directly to the product development lifecycle.

• Built eCornell continuing education partnership to upskill the product management team; subsequently adopted by McKesson corporate HR enterprise-wide.

McKesson | Senior Product Content Manager
July 2017 – Aug. 2019

Managed a team developing marketing and engagement programs across two regulated audiences: provider-facing clinical engagement for an oncology provider portal and patient-facing content for a patient engagement platform.

• Partnered with Life Sciences companies on provider education and sponsored campaigns, managing KOL relationships, developing associated content, and navigating MLR review end-to-end — simultaneously across multiple pharma partners.

• Developed patient-facing email campaigns and content for Life Sciences engagements, translating complex clinical information into accessible patient communications that drove engagement and survey participation.

• Collaborated with product management and scrum teams on user experience development using Agile methodologies, synthesizing stakeholder requirements into content and messaging solutions.

Baylor College of Medicine | Social Media Manager
Feb. 2016 – July 2017

Developed organization’s first cohesive social media program spanning education, research, and healthcare imperatives. Created standard procedure for social media guidelines, including emergency communications and IRB-approved recruitment protocols.

• Developed, coordinated, and directed digital campaigns to reflect College priorities in communications and marketing.

• Used analytics and web traffic reports to measure and maximize effectiveness of social media, while employing social listening and conducting reputation management.

• Managed, trained, and guided employees administering more than 50 affiliated Facebook and Twitter accounts.

• Developed content for Baylor’s public, internal sites, and blog verticals.

• Trained C-Suite in social media best practices and helped develop content.
  

Baylor College of Medicine | Communications Writer
Dec. 2012 – Feb. 2016

Launched college blog and oversaw the growth and launch of additional verticals. Helped successfully enable a college-wide content audit and migration to a new content management system.

• Developed content for Baylor public and internal sites.

• Worked with internal stakeholders to unpack medical jargon as a contributor and editor for Baylor’s blog network.

• Led exercises for clinical department and clinic content restructuring, as well as intranet usability and persona development.

• Managed flagship social media accounts.
  

University of Pittsburgh | Assistant Editor and Senior News Representative
June 2011 – Oct. 2012

Developed and executed integrated external communications strategies across print, broadcast, and digital media, including press releases, op-eds, media training, press conferences, and emergency communications policy. Served as the University's subject-matter expert on digital strategic communications and stakeholder engagement.

• Planned, wrote, and produced editions for the university’s official paper, The Pitt Chronicle.

• Managed websites for The Pitt Chronicle and Pitt News, implementing SEO strategies.
  

Houston Community Newspapers | Editor
March 2008 –  March 2011

Served as managing editor of two community publications. Directed editorial staff, set story assignments, managed the editorial calendar, and maintained editorial standards across print, web, and social media.

• As News editor from 2008-2009: Senior political correspondent, led program building beats and coverage in new communities. Mentored cub reporters through transition of owning the new beat to help ensure successful onboarding and continuity in coverage.
  

Stillwater NewsPress | News Editor
May 2005 – Aug. 2006

Local government beat reporter. Wrote weekly anchor story for Sunday’s A1, Lifestyle, or Local section. Editing, pagination, and layout responsibilities daily.

Skills

PROFESSIONAL

AP Style
Change Management
Content Strategy & Execution
Corporate Communications
Crisis/Emergency Communications
Cross-Functional Collaboration/Leadership Customer Engagement
Data-Driven Messaging
Editorial Calendar Ownership
Email Marketing Management
Go-to-Market (GTM) Strategy
Internal Communications Mentoring/Coaching
Messaging Strategy
Metrics/Measurement
Micro-Copy/UX Writing
Persona Development
Portfolio Positioning
Product Communications
Product Launch Framework
Product Marketing
Reputation Management
Scaled Agile Product Management
Sales Enablement
SEO Strategies
Social Media Program Development
Stakeholder Management
Strategic Presentation and Storytelling
Technical Content Distillation Value Storytelling
Vendor Management

TECHNICAL

Adobe Photoshop and InDesign
Asana
Basic web design and HTML, Drupal, Blox and WYSIWYG CMS
Canva
Generative AI for Marketing
Hootsuite, SproutSocial
Mailchimp
Marketo
Microsoft 360
Microsoft PowerPoint
Moqups
Prompt Engineering
SharePoint creation and management
WordPress
Workboard