William Martino

In addition to my role as head of the Digital Strategy department, I also assumed a lead account role on several key client relationships, including Chattem, Merck, Merial, Abbott, and AstraZeneca—accounts with an emphasis on strategic guidance and cross-functional integration. Responsible for a significant portion of the agency’s annualized revenue, I led and grew (through new business acquisition and organic growth) 8 market-leading brands across multiple channels (TV, print, digital, CRM, social) and customers (consumer and HCP).

Drawing upon experience in both the digital and healthcare space, my focus was on building and growing the agency’s digital capabilities. As the department lead and a member of the agency’s management team, I was responsible for helping to guide the overall strategic direction and growth of the business unit, acquire new business, cultivate organic growth among our existing client base, identify short- and long-term staffing needs, improve process, and educate & train staff about digital marketing. My contributions helped to transform the agency and deliver consistent annual growth of both digital and overall revenue.

With the support of a team of digital strategists, I also offered strategic direction, insights, and thought leadership across all digital channels for our clients (including Abbott, Merck, Novartis, and Sanofi). Partnering closely with account and creative teams on individual pieces of business, my role was to: develop strategic and tactical plans to optimally understand, segment, target and engage consumers; establish and monitor success measures; and maximize return on investment.

Acting as the glue that binds ideas and execution, I was responsible for understanding business and brand objectives, crafting a strategic approach for success, and overseeing the tactical execution of user experience (UE) deliverables (including content development, information architecture and visual design). As the owner of the user experience brief, my primary role was to understand our clients’ brands, business goals, market dynamics, and the needs of their target audience to establish a clear direction for digital marketing and creative development.

My UE leadership extended across several brands and therapeutic categories for clients including Pfizer, GlaxoSmithKline, Eli Lilly, Berlex/Bayer Schering Pharmaceuticals and Biogen. I regularly participated in new business development, including annual wins of over $3MM in gross revenues.

As the department lead, my team and I were responsible for all interactive design, copywriting, information architecture and usability across all clients, including Forest Laboratories, AstraZeneca, Pfizer, Schering-Plough, Berlex and Boehringer-Ingleheim. Key experience included providing creative direction against a user experience brief, collaborating with agency partners to develop integrated communications across all media (print, web, direct mail, online, media, etc...), and guiding execution through deployment and ongoing maintenance.

Additionally, I was a member of agency leadership team, with input into the growth and long-term planning for the group, new business acquisition strategy, talent assessment, and management of full-time and freelance staff.