Kevin Richard O'Donnell
Verified Expert in Marketing
Marketing Expert
San Diego, CA, United States
Toptal member since October 7, 2024
Kevin is a marketing leader with deep experience in digital and offline campaigns for eCommerce, DTC, and B2B markets targeting patients, physicians, and hospitals. He has managed large marketing budgets to drive lead generation through direct response TV, paid search, social media, email, and print advertising. With roles in startups, mid-cap firms, and Fortune 500 companies, Kevin consistently delivers innovative solutions and drives strategic growth across diverse marketing channels.
Expertise
- B2B Marketing
- B2C Marketing
- Business
- Digital Media
- Marketing
- Messaging Development
- Product Positioning
- Team Leadership
Work Experience
Vice President | Marketing and Portfolio
Inogen
- Redefined the product portfolio strategy to limit portfolio risk and accelerate product introductions by applying deep qualitative and quantitative market research, business case assessment, and portfolio pruning and reprioritization.
- Drove marketing initiatives generating incremental revenue through new campaigns. Optimized paid search, social, direct response TV, and print campaigns while collaborating closely with sales to enhance funnel velocity.
- Reduced media spending by 10% YoY through marketing campaign optimization, implementing new lead quality measurement and analytics processes, replacing low-performing creative and media partners, and shifting to higher-quality leads.
Director of Marketing
Philips
- Drove revenue growth through the launch of a next-generation ventilator and the development of enhanced sales enablement tools.
- Managed HCP speaker engagements and webinar series, including social media engagement for our existing flagship ventilator, emphasizing its clinical differentiation.
- Generated incremental revenue post-COVID-19 with an effective global go-to-market strategy and global launch of a next-generation mid-acuity ventilator and associated consumables, services, and interoperability capabilities.
- Developed the product innovation roadmap and reduced commercial risk through multiple market research initiatives. Leveraged results to prioritize new solution opportunities and improve messaging, positioning, and customer segmentation.
Senior Director of Marketing
Millennium Health
- Grew revenue in the first six months through differentiated messaging and positioning, informed by market research. Revised sales enablement tools, new healthcare professionals (HCPs) speaker programs, and optimized omnichannel marketing campaigns.
- Eliminated commercial risk through deep customer insights and market research, finding low potential adoption of a product solution in development before joining the organization.
- Created incremental revenue with new product introduction driven by in-depth qualitative and quantitative market research, opportunity assessment, partnership with R&D, and effective go-to-market execution.
Senior Global Marketing Manager
Becton Dickenson
- Led a marketing team of three people to create innovative solutions for the infusion pump business. Partnered with the CMO to uncover customer insights for the hospital infusion pump market, resulting in a strategic direction of innovation roadmap.
- Developed and executed the go-to-market strategy and grew device adoption and sales volume of related disposables by launching a next-generation wireless solution to solve unmet hospital infusion device interoperability needs.
- Completed marketing stage gate deliverables of a next-generation acute care infusion pump platform, including capital equipment, embedded software, interoperability, and disposables, from concept to development.
Project History
Integrated Media Campaign
Led the strategy and execution for an integrated marketing campaign, including DRTV, paid search, paid social, email, print, and event marketing.
I led a comprehensive, integrated marketing campaign that effectively combined direct response television (DRTV), paid search, paid social, email, print, and event marketing. This multi-channel approach ensured consistent messaging and maximized audience reach across various platforms. We utilized DRTV to generate immediate response and awareness, while paid search and social strategies targeted specific demographics for enhanced engagement. Email marketing nurtured leads with personalized content, and print materials reinforced brand visibility. Events provided a hands-on experience for potential customers, allowing us to build relationships and gather valuable feedback. This cohesive strategy increased brand awareness and drove significant conversions and revenue growth.
Media Mix Optimization
Led a project to optimize the media mix model by analyzing performance data across various channels, including digital, print, and broadcast. This analysis identified key insights that informed strategic budget reallocation.
I spearheaded a project to optimize the media mix model by thoroughly analyzing channel performance metrics, including reach, engagement, and conversion rates across digital, print, and broadcast platforms. By employing advanced analytics techniques, we identified underperforming areas and reallocated budgets to high-impact channels, enhancing overall campaign effectiveness. This strategic adjustment improved our return on investment and increased audience engagement and brand visibility. The project culminated in actionable insights that shaped future marketing strategies, ensuring a more efficient allocation of resources across all media channels.
New Product Messaging and Positioning
Improved messaging for a new medical device product by aligning it with user needs. Through market research and feedback, we crafted clear value propositions that effectively communicated the product's benefits.
I led a project to enhance messaging for a new medical device product, focusing on clarity and resonance with target audiences. We began with comprehensive market research to understand user needs, pain points, and preferences. By analyzing feedback from healthcare professionals and patients, we developed compelling value propositions highlighting the product’s benefits and unique features. The messaging was then tailored for various channels, including promotional materials, training resources, and digital campaigns, ensuring consistent communication. This strategic approach facilitated a successful product launch and positioned the device as a trusted solution in the market.
Education
Master of Business Administration (MBA) in Marketing
California Lutheran Universiy - Thousand Oaks, CA, USA
Bachelor's Degree in Mechanical Engineering
California State University, Northridge - Northridge, CA, USA
Skills
Core
Marketing, Content Marketing, Audience Targeting, Content Strategy, Brand Marketing, Brand Strategy, Public Relations (PR), Go-to-market (GTM) Strategy, Channel Strategy, B2C Marketing, Google Paid Ads, Content, Product Positioning, Web Marketing, SEO Marketing
Business Models
Business to Business (B2B), B2B
Platforms & Tools
Marketo, HubSpot, Mailchimp, Moz, Adobe Photoshop
Technical
Direct Response Marketing
Other
Customer Insights, Customer Research, Project Management, B2B Partnerships, Event Management, Customer Acquisition, Customer Journey, Healthcare, Event Marketing, Marketing Program Management, Marketing Programs, Agile Project Management, Jira, Confluence, B2B Lead Generation, Growth Marketing, Salesforce, Tableau, Microsoft PowerPoint, Microsoft Power BI, WordPress, Business, Engineering, Computer Science, Team Leadership, B2B Marketing, Digital Media, Paid Search, Media Mix Modeling, Team Management, Vendor Management, Paid Media, Messaging Development, New Products, Launch Strategy
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