About
Pharma succeeds when it’s marketing is niche by design—organized by therapeutic area and disease stage/severity. I architect content and channel strategy to the clinical context (line of therapy, biomarker status, risk stratification, site-of-care) so HCPs and patients receive label-aligned, guideline-consistent information at the exact point in the care pathway. In oncology specifically, this stage-aware approach has accelerated reach into the right specialists and enabled timely, evidence-based treatment selection—the most rewarding part of my work, which could lead to saving lives or improving a patient’s overall well-being. I fuse marketing + data to help top pharma brands move faster without compromising compliance.
I build HCP learning portals and web assets (PromoMats-governed, OPDP/APLB-compliant) and patient experiences with fair balance and consent-aware analytics, so decisions are informed, accurate, and auditable.
With 12+ years in omnichannel strategy and analytics, I’ve turned complex ecosystems into seamless, data-driven platforms. I’ve launched executive dashboards that convert signals into action, enabling us stakeholders to allocate multi-million-dollar campaigns with confidence. Whether it’s a physician accessing evidence or a patient exploring options, every touchpoint is clear, measurable, and compliant.
Outside the data dashboards and brand strategy rooms, I keep life moving at full rhythm. I’m a Midwest native who has called Miami home for the past 15 years—a traveler with a global passport who’s explored nearly every corner of the U.S. and Latin America, now setting my sights on Europe for the next adventure (and the next great foodie experience). When I’m not leading omnichannel transformations, you’ll probably find me jet skiing off Key Biscayne, boxing on the beach, or running with Brickell’s 5K Club every Tuesday night—a ritual that’s half cardio, half community gathering. I’m also a proud church volunteer and local mentor, because giving back is part of my balance. These days, I’m learning to master paddle ball and the art of a good cocktail—because strategy is serious business, but life deserves a fun after-work debrief too.
Keynotes, Panels & Published Work
Talks and Panels
Omnichannel Marketing/SEO Firechat
Hosted Webinars
Leadership, Values & Operating Model
Governance first. Outcomes always.
I design the people–process–data system so compliant execution is the default and measurement stays trustworthy—even in a cookieless world. My values: clarity, integrity, accountability, and craft.
How I lead
Global COE, built to last
SOPs, taxonomies, UTMs, and QA gates that scale across brands, markets, and agencies.
Coach by doing
Live pre-flight checks, redline reviews, and tagging audits so governance is practical, not theoretical.
Budget stewardship
Turn analytics into scale / pause / fix decisions for multi-million-dollar allocations—fast, compliant, global.
One language across silos
Bridge Brand, COE, MLR, Privacy, IT, and media—align strategy, claims, and tagging before spend.
De-risk at speed
OPDP/APLB-ready templates and approval checklists reduce cycles and rework.
Train to sustain
I productize know-how via online e-learning modules (short, role-based lessons + reusable templates) so teams level-up asynchronously and new hires ramp quickly
Decision-ready KPIs
Tie spend → behavior → clinical education → ROI via governed GA4 events, channel taxonomy, and exec dashboards (Looker/Tableau/Power BI).
Vendor & SOW discipline
Standardized RFPs, SLAs, acceptance tests, and QA scorecards to maximize output per dollar.
“References excerpted from LinkedIn recommendations. Full context available on request.”
90-Day Omnichannel Integration Framework
Custom-built for every organization — guided by proven, global best practices.
Diagnose
(Days 1–30)
Map people–process–data across brand, paid/organic, analytics, and IT with, risk register, and green/yellow/red priorities to expose value leaks and compliance gaps.
Stabilize
(Days 31–45)
Standardize UTMs/GA4 and consent rules, stand up pre-flight QA across channels, and deploy MLR-ready templates so campaigns ship faster, cleaner, and traceable.
Prove
(Days 46–70)
Run pathfinder brands with integrated dashboards and a weekly executive one-pager to show lift, tighten KPIs, and enable in-week decisions on multimillion-dollar budgets.
Scale
(Days 71–90)
Codify wins into a COE playbook with agency SLAs, locked KPI layers, and safe automation—creating a repeatable, compliant omnichannel operating rhythm globally.
Previous Wins
Experience Highlights
Omnichannel Global visibility
Cross-market KPIs + governed analytics fabric (Looker/Tableau/Power BI) → faster reporting, fewer data errors, better budget allocation.
Multi-million dollar budget
optimization
90%
SEO & Integrated Omnichannel Data Analytics Product Owner (Oncology)
Projects
Managed and Drove 19, Oncology brands on a global, global-to-local omnichannel journey and SEO enhancements.
Impact
Boosted HCP and patient engagement through data-driven content and RWE integration.
Boosted HCP
patient engagement
Omnichannel & Brand Strategy
Projects
Prevnar 13, oncology, and vaccine portfolio Regional USA Web Portal Owner.
Impact
Enhanced brand visibility and CRM performance for strategic decision-making.
CRM performance
Digital Transformation & Oncology Portal Strategy Lead
Projects
eBR integrations (Tulip/Biovia), oncology web consolidations, New Gen Web UX
Impact
Streamlined global portals, increased compliance alignment, and improved digital operations.
Streamlined global portals
Continuing Professional Development
LinkedIn References
Robert has been instrumental in supporting the analytics setup for our UK affiliate. His expertise, proactive approach, and professionalism have been key to our success. I highly recommend him for any role that requires strong analytical skills and collaboration.
Nida Vitke
Content Management and AI integrations | Content Operations & Audit | Content Coaching and Strategy
I worked with Rob when he did a review of one of our program websites. Rob provided his expertise on website optimization, SEO and gave concrete suggestions for improvement.
Rob was patient in explaining the pros/cons of the different options, which was super helpful. Rob was also great about following up and being a collaborative partner.
Lisa Jenso
Associate Director, Patient Support Strategy at Gilead Sciences
Rob was instrumental in working cross functionally with internal stakeholders and external agencies to optimize and build out data driven analytics metrics. Rob also developed SEO playbooks and recommendations to improve website performance by providing detailed UX/UI analysis. Using his versatile skillsets, Rob also developed analytics dashboards to provide business insights to our stakeholders. Overall, great person to have on your team!
Gibby Katigbak
Director Commercial IT - Healthcare/Pharma
Joel P.
Hematology Oncology Marketing | PharmD, MBA
I worked with Rob during his time at AstraZeneca. Rob was a good working partner with strong SEO recommendations, competitor analysis, and an understanding of how to increase traffic. My brand team is currently optimizing our website with recommendations from our partners in UX, Omnichannel Delivery, and Rob’s recommendations from SEO. I recommend working with Rob- his skills and collaborative spirit are valuable assets to any team.
Marisa Groves
Globa Excellence Lead, SEO and Social Media at AstraZenecaGlobal Channel Excellence Lead, SEO and Social Media at AstraZeneca
As part of our pharmaceutical organization’s internal SEO services, Rob had a very successful half year contract leading organic search strategy and oversight on successful tactical execution for 10 different web assets, including launching organic strategies for 5 large site updates and 2 major new brand website launches. He created close stakeholder relationships across 7+….
Alan Ochoa
Martech and Adtech Expert, CDP Specialist, AI Enthusiast
Robert is a true subject matter expert when it comes to SEO, he has been a leader on this topic with his analysis of the Novartis Global Properties. He has an attention to detail and would always be there for the team when called upon., Has great communication skills for both his peers and executive leadership. I look forward to working with Rob on more projects that make an impact here at Novartis.
Annika Boas
Passionate about driving Medical Affairs into the Digital Future
Rob is a highly experienced SEO expert with an in-depth knowledge of the tools and techniques needed to analyze and optimize content and websites. He was keen to learn more on medical affairs at Novartis and fun to work with during my global secondment. Thanks, Rob, for sharing your knowledge, expertise and perspective on SEO and beyond.
Jack Kelleher
Menarini Stemline, US Med Affairs, Digital Comms
Stefan Miljkovic, PharmD, MBA
Global Life Science Strategist | AI & Digital Transformation Leader | Merging Science, Tech & Experience
Rob is a pleasure to work with! He is a subject-area expert, but is also great at partnering with other teams and translating his knowledge into actionable steps. Rob is willing to be flexible to accommodate others and is quick to go above and beyond. He is also a curious and considerate teammate and goes out of his way to ask questions about workflows within other departments so he continue to learn and be the best he can be at his job.
Pedro Arce de la Fuente
Digital Transformation & Innovation LeadDigital
Robert is an excellent professional combining strategic vision and hands on delivery. His vast experience & knowledge in digital marketing with special focus on Content Creation and Management as well as SEO provides a set of crucial skills for any digital team or project in the digital arena….