Careers in MedTech

Marketing and Brand Strategy Autotelic
Barbara Soifer Marketing and Brand Strategy Autotelic
  • July 29, 2023

I love to create compelling and impactful marketing strategies that drive customer engagement and brand growth.
I achieve this by leveraging my skills and expertise in relationship building, mentorship, market research, brand marketing, data analysis & analytics, and digital marketing to develop targeted campaigns, lead strong teams, and deliver measurable results.
As a result, I have successfully boosted adoption and conversion rates, accelerated user engagement, generated qualified leads, and built teams known for impact for companies in diverse spheres including technology, healthcare, insurance, financial services, membership, chemicals, and manufacturing.
Ultimately, I drive revenue and business success for the companies I work with, and professional success for teams I work within.

Phone Number


Bachelor of Arts, Double Major, English & American studies @ Rutgers University, Douglass College
Aug 1988 — May 1992


Marketing Consultant @ Self-Employed
Mar 2023 — Current

Primary Client: Virtual Inc., NFC Forum – Consulting Marketing Director
• Draft & execute marketing strategy according to the set budget for technology standards setting organization
• Oversee internal team and global PR agency to implement social, direct & digital integrated campaigns, including revamp of customer and member lifecycle communications
Secondary Clients: Small local businesses; Healthcare Start Up - focusing on Music as source for Mental Health and Wellness for behavioral health treatment, cancer patients/families, medical and hospital staff.

Senior Marketing Manager, Growth & Channels @ Synchronoss Technologies
Apr 2021 — Mar 2023

• Led growth and acquisition marketing efforts for white label cloud mobile app with top accounts
• Boosted app adoption rate over 2000% in one week by improving eligibility communications strategy
• Spearheaded 3-day SnapChat acquisition campaign, with 12K+ clicks and less than $1 acquisition cost
• Generated 90% trial conversion rate with multi-channel retargeting campaigns done on the fly, increased visibility, and audience segmentation, and marketing automation journeys
• Achieved 60% monthly average user app engagement rate for new brand in Spanish-speaking PR wireless device insurance program using targeted go-to-market and engagement campaigns
• Stimulated 57% conversion rate with accelerated new user marketing experience, an increase of 19%
• Allocated MDF by creating alternative route marketing proposals, running test & learn programs to develop data foundations for full rollout of $1M budget annually
• Managed marketing for #1 revenue account (Verizon) as well as Tracfone & Assurant accounts

VP, Marketing Strategy & Communications @ The Solutions Group Agency
Aug 2018 — Aug 2020

• Advised CEOs on marketing strategy, brand strategy, PR, customer engagement, sales enablement, digital marketing, content marketing, social media, SEO/SEM, fueled by quantitative/qualitative research
• Stimulated qualified lead growth by 20% for a plastics manufacturing company through re-targeting, customer growth strategy, ABM, persona creation, content marketing, and social media programs
• Launched new branded hospital healthcare system to 500,000 Medicare-ready seniors in 3 states using patient journey mapping, provider process updates, market & household level marketing, paid social
• Accelerated qualified leads by 30% for an international logistics client using digital marketing, SEO/SEM, social media, CRM install, ABM, and content marketing on economic shifts to establish brand knowledge
• Created brand identity, values, and architecture for 5 companies of a US/EMEA/APAC medical manufacturing company based on interviews and research finding shared markets, cultures, products
• Created 120+ pieces including white papers and original source content for agency’s LinkedIn
• Developed 29 brand and sales playbooks, providing coaching to executives and sales teams
• Managed 15+ key agency accounts including SEKISUI KYDEX, SEKISUI Medical, SEKISUI Medical Diagnostics, Laufer Logistics, Verisk, OptumRx, Healthcare Partners, Renown Hospital, PQ Chemicals

Communications Specialist @ Chubb
Oct 2014 — May 2018

• Advised CIO, IT Leadership on internal comms including UI/UX, cybersecurity, IT brand profile
• Increased internal engagement by 20% using social media strategy, including Ask Me Anythings
• Fostered identification of multiple $1 million+ expense savings opportunities through launch of Working Out Loud program encouraging collaboration, sharing of technology, processes, and systems
• Executed all communications for Merger & Acquisition activities including 5 full-system transitions and implementations, physical design and move of over 800 employees from individual to hoteling space
• Published 400+ content pieces to connect employees to “big picture” priorities
• Orchestrated 50+ events in 4 years bringing employees together, humanizing leadership
• Forged, with cross-functional team, a new intranet for “New Chubb” – tech, content, and governance

Director of Corporate Brand & Marketing Strategy @ IEEE
Feb 1998 — Sep 2013

Other positions held: Director of Marketing & Creative Services, Senior Marketing Manager, Marketing Manager
• Surpassed by 150% new product revenue expectations with brand and digital B2B and B2C go-to-market strategy requiring change in customer behavior and experience within first 8 months in market
• Nurtured and restructured team of 15 tiered direct reports to support over 50 brands and lines of business with end-to-end digital and brand marketing services and to seek out cross-marketing
• Executed brand valuation of over $400 million with vendor, InterBrand, then spearheaded development of a five-year marketing plan including PR, social media, and digital marketing strategy
• Galvanized IEEE Board of Directors to adopt change of brand architecture for 38+ entities reaching successful adoption goal of 40% in tier one and 80% in tier two brand consistency targets
• Created $1M in unexpected revenue in first 6 months for digital product and then $2.5M+ annually
• Drove $3.4M in revenue annually for financial products such as insurance, credit cards, travel services, mutual funds, mortgages, banking, and business services through digital engagement marketing
• Conceived with Sales partner a repeatable grassroots demand gen process for B2B corporate market, resulting in $1.2M in first 6 months
• Engineered IEEE’s 125th Anniversary campaign with 9 global events, PR, and marketing, including local events-in-a-box, brand marketing, paid social media, member and corporate lead generation