Digital Transformation

Change Agent

About Ali


Ali is an accomplished digital marketing and sales enablement executive with extensive experience in the pharmaceutical, biotech, and life sciences. Highly collaborative and innovative, Ali is valued for her strategic and creative thinking that drives business results.


Ali is passionate about marketing,  marketing strategy, and sales enablement. She brings innovation and optimization to the table, whether digital strategy, sales enablement, marketing programs, or technology to solve the most pressing business challenges. 


Ali has experience leading global, cross-functional teams and is adept at navigating highly matrixed organizations and fast-paced start-up environments.


 

Results

I love digital marketing for not only for its constant innovation, but for its ability to drive and measure results. I have been able to show positive revenue growth in all digital channels over the past three years at Standard BioTools (formerly Fluidigm). Below are some examples.

SEO Drives Leads and Revenue

I recognized that there was a huge opportunity to generate high-quality leads that would convert quickly, so I brought SEO technology in-house. This investment paid for itself many times over and continues to grow.


In addition to bringing the website up to basic SEO standards, I educated the marketing team on creating more search engine-friendly content.

Best Practices Lead to Increased Revenue

Applying best practices, implementing A|B testing, and moving the organization to make data-driven decisions, I drove higher email conversion rates that have continued to increase yearly.

UX, Cross-selling, and Upselling

I drove increased direct and indirect revenue yearly by improving the overall user experience and connecting related products for upselling and cross-selling opportunities. 


In addition, I positioned the company for long-term growth by upgrading the e-commerce platform to one that seamlessly integrates with the company's CRM, supports multiple currencies, and can expand with the company's growing portfolio.

Connecting Marketing and Sales

Implementing a conversational marketing chatbot on the website achieved several objectives: connecting customers to reps in real-time, targeting key customers globally and moving to account-based marketing, and filling the sales funnel with highly qualified, high-value leads. This channel has generated over $4.5M in revenue in less than one year and has influenced >$30M in pipeline revenue. 

Marketing Operations

Marketing technology implementation timeline


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Marketing Technology

I have experience managing marketing technology stacks, including new implementations. Over the past 2 years, I have been responsible for rebuilding Standard BioTools' (formerly Fluidigm) entire digital marketing infrastructure.

 Testimonials

"Ali was extremely knowledgeable in the digital space and helped bring others unfamiliar along in the process. She was also always thinking longer term and helping us see how different tactics connect to each other from her extensive previous experiences. I was blown away by how quickly she jumped into action and how she checked for impact and asked for feedback along the way." 

- Katrina Journey, Clearside Biomedical


Context: Katrina was my client while I was consulting through AGM Digital. One of my key projects was running a KOL Ad Board.

"Working with Ali is great. She is smart, personable, and she is an ideal team player for driving organizational change. She worked through a complex landscape of decision-makers to validate her approach. In just two years since launch, the field teams have sent over 80,000 compliant communications on the new platform - and I can confidently say it would not have happened without Ali."

- Liam Sherman, meltmedia


Context: Liam worked at meltmedia, an agency that worked extensively at Genentech. Melt was a key agency in my role as Group Manager for Digital Sales Enablement. 

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"Ali is an incredible partner. Her passion for innovation and digital marketing are contagious in the energy that she demonstrates as a leader within the commercial organization. She is an incredibly easy person to get along with and a natural leader who draws people to her. An outstanding collaborator she has demonstrated her ability to drive creativity within national and global organizational teams and has positively impacted change." 

- Carlos Riquinha, Genentech


Context: Carlos was a Senior Clinical Oncology Specialist and member of the field advisory board I created (the first of its kind at Genentech) to ensure I had regular feedback from the field.
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