20 years of multichannel experience across healthcare, pharma, financial services, and other regulated industries.
Knowledge is free. Knowing what to do with it isn't.
I'm a marketing leader with 20 years of multichannel media experience. Healthcare and pharma are my home base, where I've led HCP and patient campaigns across rare disease, diagnostics, specialty therapeutics, hospital systems, health insurance exchanges including Medicare and ACA, and addiction recovery. I've also spent significant time in financial services, CPG, education, and nonprofit.
That cross-industry range is intentional. Working across regulated verticals like pharma and financial services taught me how to build campaigns where compliance, measurement, and stakeholder complexity all intersect. Working in CPG and consumer brands taught me speed, scale, and performance rigor. The combination is what I bring to every engagement.
I've also led teams of 25+ people, with 6 direct reports managing their own teams underneath them. That means hiring, restructuring, mentoring, and building the kind of team culture where people actually want to do great work. I'm not just a media operator. I've been the person setting direction, defining strategy, and making sure the right people are in the right seats.
In pharma specifically, I work with cross-functional partners including medical affairs, market access, advocacy, and regulatory teams. I know how to work through MLR, develop compliant patient-facing materials, and build HCP targeting frameworks within platform and privacy constraints.
I'm based in Auburn, Alabama, home of Auburn University, and have spent my career working across agencies of every size and directly with businesses in every industry I've touched.
Agency-side leadership across holding companies, independents, and direct client partnerships.
Leading multichannel media strategy across pharma and health sciences accounts including Bayer, Amicus Therapeutics, and Exact Sciences. Overseeing campaigns across search, social, programmatic, EHR, POC, endemic, and P2P. Developing HCP and DTC segmentation frameworks including rare disease patient journeys.
Primary client contact for Stride Health, a leading ACA health insurance exchange, io.net, a Web3 decentralized computing platform, and NewDays.ai, an AI-powered cognitive health platform treating mild cognitive impairment and dementia. Developed cross-channel strategies integrating SEO, paid media, and content. Built measurement and optimization infrastructure using GA4, Adobe, and Tableau.
Led cross-functional media teams overseeing budgets up to $200MM annually across clients including Alcon (a Novartis company), Planet Fitness, Kellogg's, HealthInsurance.com, and Blue Lantern Health. Managed DTC/HCP and CPG relationships, spearheaded business development, and drove innovation through advanced analytics.
12 years at an independent agency managing $50M+ in combined B2C and B2B marketing budgets. Clients included Auxilium Pharmaceuticals, Capital One, OneMain Financial, and other healthcare-related brands. Led acquisition strategy for ING DIRECT, BBVA, and UMGC. Built and led a global team crafting full-funnel campaigns across financial services, healthcare, and education.
Managed digital media strategy for Microsoft Xbox, Cathay Pacific Airways, and Toyota at Interpublic's Wahlstrom Group. Led a team of four strategists running national and local campaigns, owned KPI development and performance reporting across the client portfolio, and oversaw landing page optimization and platform implementations.
The work lives where compliance meets performance, where the audience is segmented by condition, credential, or coverage tier, and where every claim needs substantiation.
Full-funnel HCP and DTC campaign strategy across rare disease, specialty therapeutics, and diagnostics. MLR-compliant creative development and patient journey mapping.
Acquisition strategy for banking, fintech, and insurance products. FINRA-aware campaign development and performance measurement across regulated channels.
Incrementality frameworks, attribution modeling, and platform evaluation. Translating platform metrics into the business outcomes your stakeholders actually care about.
Cross-channel planning across search, social, programmatic, endemic, EHR, POC, and emerging platforms. Budget allocation and optimization at scale.
Donor acquisition, enrollment campaigns, and growth strategy for organizations where mission drives the work and every dollar of spend has to be justified.
Using AI to compress the assembly layer of campaign work so more time goes to judgment, stakeholder management, and the decisions that actually move outcomes.
Restructured paid media across the health insurance exchange space, cutting lead generation costs by over a third within the first six months of engagement.
Health InsuranceImproved lead quality so more prospects actually converted to enrolled members. Better targeting and channel mix, same spend.
Health InsuranceMost banks optimize media for account opens. I built a framework that tied back-end deposit data to platform performance, so we could optimize for the customers actually bringing in money, not just the ones signing up.
Financial ServicesFor early-stage health tech and Web3 companies, built CAC benchmarks in 90 days and scaled paid media 3x while protecting unit economics.
Web3 & Digital Health
Built full-funnel media strategies for rare disease therapies and specialty oncology brands, including Amicus (Pompe and Fabry disease), Exact Sciences, and Bayer. When patient populations are measured in thousands and regulatory stakes are high, every channel decision has to be precise.
PharmaTwo tools I built to help you think through budget planning and campaign readiness before we ever get on a call.
Start from outcomes, work backward to budget. Enter your targets and see what the math says.
Enrolled members, account opens, paying users, etc.
What % of leads become customers?
Current or estimated
Revenue per customer over time
What you're spending now, if anything
Score your organization's readiness to run compliant, multichannel media. Select your industry to get tailored questions. Takes about 2 minutes.
Want help closing these gaps? Let's talk about where your media program stands and what it would take to get it ready.
Get in touchAI is changing the shape of agency work. The execution layer (pulling platform data, building reports, formatting decks) is getting compressed fast. The roles doing that work today will look different going forward, and the teams that adapt early will have a real advantage.
The strategic layer stays. Someone still has to know which data to trust, which recommendation is too simple, and which stakeholder is going to push back. In regulated industries, that judgment carries even more weight because getting it wrong means compliance risk, not just a bad performance week. AI frees up more time to focus there, which is where the real value has always been.
AI compresses the execution so more time goes to the decisions that actually matter. The teams that figure out how to use it well will have an edge. The ones that don't will fall behind.
From "The Practice You Already Built" // Dellaripa, 2026
Platform automation is moving in the same direction. The major ad platforms are building toward a model where they handle targeting, bidding, and creative rotation end-to-end. For small advertisers, that model is nearly here. For larger organizations running across multiple channels, geographies, and measurement frameworks, the platforms can't do it alone. The measurement layer is still fragmented, and making sense of that complexity is where experienced strategists add the most value.
Regulated industries add another layer on top of that. MLR review, compliance requirements, HCP targeting constraints, rare disease patient journeys, and indication-specific creative restrictions all require hands-on expertise. A media plan for a pharma brand can't be fully automated when every ad needs legal review and every claim needs substantiation. That complexity is where this work lives.
The way I see it: the tools are getting better, the platforms are getting smarter, and the easy parts of this job are disappearing. What's left is the hard stuff. Strategy, measurement, stakeholder judgment, and knowing when the data is telling you something real versus something convenient. That's the work I've built my career around, and it's more relevant now than it's ever been.
Read more of my thinking on media strategy and the work or ask me anything about the industry.
If you're looking for someone who understands regulated industries, knows how to build and run multichannel campaigns at scale, and has the judgment to manage complex stakeholder environments, I'd welcome the conversation.