Sean O’Leary

Marketing / Communications / Organizational Development

seanholeary@gmail.com206-855-5882

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. . . because the facts never speak for themselves

If they did, business would be easy.

Opportunities would drop into our laps like ripe apples, strategies would emerge spontaneously to unanimous acclaim, and employee training and organizational development would be unnecessary because people and infrastructure would instantly and seamlessly implement new programs and processes.

Sadly, those things never happen, which is why brands, companies, and organizations ask me to help them . . .

• Discover and understand product and marketing opportunities• Develop and execute communication strategies and programs• Train employees and upgrade infrastructure and capability

Examples follow. Please enjoy . . .

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Discovering & Understanding Opportunities

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. . . when Bayer Diabetes Care wanted to re-invent diabetes monitors

The challenge was to figure out how . . . and to win buy-in from groups throughout the organization. So, I created an ideation and development process that included:

• Presentations that framed the opportunity• Studies that examined recent and upcoming

category innovations• Workshops to develop Bayer’s new product

concept

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. . . when Pfizer was launching new brands in already developed categories

The creative and media direction given to agencies had to be unusually accurate in targeting and profiling highly receptive consumer segments and in identifying the positioning and claims that would most powerfully differentiate the brands and resonate among qualified prospects.

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. . . when Nabisco wanted to optimize promotional spending for its cookie and cracker brands

I developed ZeroBase, a dynamic model that assessed each brand’s ability to acquire new users, retain existing users, and maximize share among its users. Then, based on the performance assessment and the inferred opportunities for growth, ZeroBase allowed brand managers to segment and target audiences and explore dozens of promotional strategies to create a finished annual promotion plan that maximized the brand’s probability of reaching its sales goal.

27 national brands at Nabisco and other companies used ZeroBase to do their annual promotional planning.

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. . . when Bayer Diabetes Care wanted to improve digital marketing performance on a global scale

I studied and wrote assessments of each country’s digital presence and created a training program that was conducted in live workshops and distributed on the company intranet. The training program featured

• Templates• Best practices checklists• Scorecards and self-assessment tools• Tutorials• Directories to internal and external resources

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I conducted a Gap Analysis to assess each brand’s effectiveness, including its underlying support and infrastructure, in delivering excellent user experiences across an array of media.

Audience-facing assets and practices:• Web Sites• Apps• Social Media• Mobile Media• Content• Registration & Engagement

Behind-the-curtain practices including:• SEO/SEM• Content Development• Tracking & Measurement• Partnerships & Placements• Agency Support

. . . When J&J’s McNeil Labs worried that brand digital strategies weren’t working

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Marketing Communication Strategies & Programs

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. . . when J&J wanted a portfolio marketing program to serve brands from six different operating companies

The program had to compete with external promotion and media options. So, I created “All That’s Healthy”, a relationship marketing program that gave brands an array of promotional options including email, social media, and other digital media.

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. . . when Pfizer Consumer Healthcare wanted a master strategy for digital engagement and presence

I created Pfizer’s ‘Mighty Engine’ and its flagship “Pfizer Advisor” program that over 8 years registered in excess of 4 million consumers to participate in a community that offered entertainment, information, discounts, and opportunities to participate in return for loyalty and advocacy on behalf of PCH brands, and participation in qualitative and quantitative market research.

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. . . when Pfizer Consumer Healthcare wanted to build a consumer relationship marketing program

They discovered consumers weren’t particularly interested in having a relationship with the company that made their mouthwash . . . unless that company provided value in other ways.

Lubriderm

Benadryl

Zantac 75

So, I used humor to great success in a relationship program that reached 4 million consumers and ran for nearly a decade.

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. . . when an issue is urgent and compelling

Sometimes you need to tell a story through advertorials and native advertising.

The goal was to build public support for increased state funding for mental health care in West Virginia. So, building on the fame of native son, basketball player Jerry West, whose newly released autobiography exposed a tortured childhood of physical abuse, I connected the depth and dimension of Jerry West’s ongoing suffering to that of the state and its need for improved services for the mentally ill.

(Read “Jerry West & West Virginia’s Disease of The Soul”)

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Enhancing OrganizationsInnovation / Education /

Infrastructure

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. . . when Pfizer wanted to harness the innovative genius of its employees

I developed an interactive community that cut across organizational and national boundaries to facilitate collaboration and information sharing.

Pfizer liked the results so much, they had me create a companion innovation community for consumers.

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. . . when Bayer Diabetes Care wanted to create a culture of continuous learning

I created the Best In Class series of reports, presentations, and workshops that updated colleagues on four continents of innovations in the B2B and B2C marketing of medical devices.

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. . . when Bayer Diabetes Care needed an ongoing platform to support learning, training, and processes

My team and I created the Diabetes Care Intranet that provided colleagues worldwide with access to

• Company News• Industry News• Process and Procedure Documents• Training Programs & Tutorials• Approved Marketing Materials

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. . . When Bayer Diabetes Care was in need of workflow and content management systems

I facilitated and documented the vendor search and selection process by creating• Needs assessments and functional

requirements documentation• RFP’s• Timelines• Status updates and presentations

I have provided the same services in a range of supplier searches for• Advertising and promotional agencies• Market research services• CRM platforms• And others

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Opportunity, Strategy, and Capability are my stock in trade

If you and your organization can use an infusion of some or all of these, please get in touch.

I can help.

Thanks for looking at my work.

Sean O’Leary

seanholeary@gmail.com206-855-5882