Shannan Lieb

Recruited for dual role leading digital strategy of several global brands including Vicks and Clearblue Diagnostics while embedded with a new retail partner to create and launch an innovative e-commerce model.

• Originated targeted consumer programs applying unique health-based insights to drive +600% sales for promoted products week over week, +31% basket size, +255% incremental visit-to-order, and effective brand repositioning.
• Formed highly effective interdependent team of 46 professionals including experts from P&G, retail partner, and external agencies to design and optimize radically successful disease-based marketing campaigns.
• Program designated as "Best-in-Class Global Learning Lab" by P&G Global VP of e-commerce based on breakthrough results.
• Partnered with regional and global brand teams to direct digital marketing strategy for 40% of P&G's healthcare business. Strengthened digital presence through tactics including mobile, SEM/SEO, consumer reviews and scale programs such as the Olympics. Scope included new product launch and leadership of $1B brand (Vicks).

Led all digital marketing strategy and development including search marketing and optimization, banners, websites and syndicated content, CRM and email marketing, partner campaigns (e.g. WebMD), and media planning. Controlled $15 million budget and led 30+ agency relationships for four key brands and several pipeline projects.

• Created an all-digital marketing model for the Enablex brand based on extensive market research leading directly to +8% new brand sales following elimination of mass media; received Best Holistic Communication award for deep consumer understanding and innovative and effective communication approach.
• Awarded Covario’s inaugural prize of Best Search Optimization Program 2010 for Asacol.com’s success in driving value through organic search.
• Managed transition of sales and marketing systems and all digital assets from P&G to Warner Chilcott. The largest divestiture in P&G history — completed 3 months faster than any previous divestiture.

Expanded role included ownership of all digital marketing projects for two major consumer brands, managing a budget of $7 million and two intercompany digital alliance teams.

• Led P&G as originator of always-on search to drive 2x site traffic; used syndicated content and SEM to navigate shifting regulatory environment, reducing risk and avoiding April 2009 FDA warnings sent to 48 Rx brands.
• Grew Enablex.com traffic 11x by optimizing paid search and content targeting with flat spend.
• Founded project outside role to direct breakthrough women's health portal leveraging pharmaceutical, OTC, beauty and oral care affinities while minimizing brand investment. Long-term CRM concept focused on developing relationships with mature women through education, community and rewarding interest in wellness.

Owned digital marketing tactics for $1B brand with responsibility for $3 million annual budget. Focused on deep understanding of the business and consumers to identify digital business opportunities. Managed multiple agencies, suppliers and internal teams within a co-marketing alliance with Sanofi-Aventis.

• Created new SEM partnership model leading patients to branded messaging on trusted unbranded networks such as WebMD dominating SERP and proving right-to-win in category-level searches.
• Led multi-functional team to produce best-in-class brand website: Manhattan Research #5 Pharmaceutical product site most-visited by physicians, DTC Nationals 2008 Silver Award - Best Brand Pharmaceutical Website.

Co-founded Cross-Border Integration Tools project integrating global systems of transportation, visibility and analytics. Linked logistics processes and third-party systems with SAP transactional boxes, business warehouse and event management modules to a web interface enabling proactive control of supply chain. Led team of developers, business and external partners from UK, Germany, Poland, India, Philippines and Thailand.

• Removed previously undetected supply chain bottlenecks and enabled renegotiation of contracts resulting in 20% in-transit inventory savings, $1 million freight savings and $1 million/yr premium freight cost avoidance.
• Designed pioneering connectivity model enabling direct data exchange of EDI, XML and IDOC files with antiquated transportation industry systems. Created "cookbook" for reapplication of innovation.

End-to-end IT support of 30+ person team managing P&G global shipments of materials and equipment, associated financial transactions and transport contracts. Full ownership of Access and Oracle-based legacy systems and conversion to SAP or web-based solutions – including RFQ, vendor selection and transition.

• Exceeded all SLA targets and delighted users, created documentation procedure reducing diagnostic time by 22%, increased user autonomy through education that reduced volume of service calls by 38%.
• Transitioned live high-traffic financial system with minimal business interruption to global SAP solution within coordinated multi-region project; zero lost data; 1500+ active orders.