Heidi Stroup

About

I have cultivated a robust career leading comprehensive healthcare and life sciences marketing efforts, including project management, content strategy, brand architecture, and regulatory compliance. My expertise spans digital and print media, with a focus on driving business growth and enhancing brand visibility through innovative marketing strategies.

Experience

• Marketing Manager · Precision Genetics11-01-2022 – 10-01-2024

  Managed all marketing efforts, including product marketing, brand architecture, campaign tracking, budget oversight, and supervision of external vendors. Led the marketing content strategy by overseeing the production of tailored sales materials, website content, blog articles, social media posts, videos, patient testimonials, digital ads, landing pages, emails, PPC campaigns, and targeted educational and promotional materials. Collaborated closely with cross-functional partners and the executive leadership team to craft marketing strategies and messaging that effectively convey the unique value propositions of our products and services. Ensured efficiency and scalability in the creative production and approval process, including brand consistency, scientific review and regulatory compliance.

• Fractional Marketing Consultant · Self-employed09-01-2018 – 11-01-2022

  Collaborated with clients in the healthcare, financial services, real estate, and education sectors to plan and execute new brand launches, website migration projects, product roll-outs and strategic communications and growth campaigns. Created multi-channel campaigns, creative materials, and content for web, social media, and print, including digital advertisements, landing pages, email campaigns, and promotional materials. Delivered regular performance reports and evaluations for campaigns.

• Senior Campaign Manager · Medical University of South Carolina05-01-2013 – 09-01-2018

  Spearheaded end-to-end campaign planning and execution for strategic B2B, HCP and DTC marketing initiatives which supported brand elevation and business growth for oncology, transplant, women's health, urology, plastic surgery, dermatology and other key health services. Delivered ongoing project communications, budget planning and reporting, using campaign KPI and ROI analysis, Salesforce data reporting, Google Analytics and other metrics, ensuring constant monitoring and optimization of online and offline campaigns. Collaborated with a team of physician liaisons to promote products, services, and clinical trials to referring providers across the region. Served on enterprise-wide committees for internal communications and brand compliance, strategizing cross-promotional messaging opportunities with other teams and coordinating approvals of all marketing materials. Managed the development of creative assets and messaging for websites, digital ads, PPC campaigns, landing pages, organic and paid social media campaigns, and print collateral.

• Service Line Marketing Manager · Medical University of South Carolina08-01-2010 – 05-01-2013

  Managed growth strategy and creative direction for NCI-designated Hollings Cancer Center, including websites, social platforms (paid and organic), TV and radio scripts, blogs, PPC ads, email marketing campaigns and collateral. Acted as brand manager and marketing project manager, overseeing internal and external creative resources, and ensuring deliverables were on time and on budget. Built strong relationships with acquired and affiliated medical practices to facilitate co-branded oncology marketing and communications efforts. Led the corporate presence at community events and managed relationships with key non-profit partners.

Education

• University of South CarolinaBachelor of Arts - BA, Journalism & Mass Communications

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