20 years of multichannel experience across pharma, financial services, and regulated industries. The judgment layer that makes AI actually useful.
I'm a marketing leader with 20 years of multichannel media experience. Healthcare and pharma are my home base, where I've led HCP and patient campaigns across rare disease, diagnostics, and specialty therapeutics, but I've spent significant time in financial services, CPG, education, and nonprofit as well.
That cross-industry range is intentional. Working across regulated verticals like pharma and financial services taught me how to build campaigns where compliance, measurement, and stakeholder complexity all intersect. Working in CPG and consumer brands taught me speed, scale, and performance rigor. The combination is what I bring to every engagement.
In pharma specifically, I work with cross-functional partners including medical affairs, market access, advocacy, and regulatory teams. I know how to work through MLR, develop compliant patient-facing materials, and build HCP targeting frameworks within platform and privacy constraints.
I've been consulting independently for 16 years alongside my full-time roles, across every industry I've touched. What started as side work became a practice. Dellaripa Advisory is the name I gave it when I decided to take it seriously.
Agency-side leadership across holding companies, independents, and my own consulting practice.
The work lives where compliance meets performance, where the audience is segmented by condition, credential, or coverage tier, and where every claim needs substantiation.
Full-funnel HCP and DTC campaign strategy across rare disease, specialty therapeutics, and diagnostics. MLR-compliant creative development and patient journey mapping.
Acquisition strategy for banking, fintech, and insurance products. FINRA-aware campaign development and performance measurement across regulated channels.
Incrementality frameworks, attribution modeling, and platform evaluation. Translating platform metrics into the business outcomes your stakeholders actually care about.
Cross-channel planning across search, social, programmatic, endemic, EHR, POC, and emerging platforms. Budget allocation and optimization at scale.
Donor acquisition, enrollment campaigns, and growth strategy for organizations where mission drives the work and every dollar of spend has to be justified.
Using AI to compress the assembly layer of campaign work so more time goes to judgment, stakeholder management, and the decisions that actually move outcomes.
Restructured paid media across the health insurance exchange space, cutting lead generation costs by over a third within the first six months of engagement.
Health InsuranceImproved lead quality so more prospects actually converted to enrolled members. Better targeting and channel mix, same spend.
Health InsuranceMost banks optimize media for account opens. I built a framework that tied back-end deposit data to platform performance, so we could optimize for the customers actually bringing in money, not just the ones signing up.
Financial ServicesEstablished baseline CAC within the first 90 days for early-stage companies, then scaled media investment 3x over six months while keeping CAC within +/- 10% of baseline.
Web3 & Digital HealthAI is changing the shape of agency work. The execution layer (pulling platform data, building reports, formatting decks) is getting compressed fast. The roles doing that work today will look different going forward, and the teams that adapt early will have a real advantage.
The strategic layer stays. Someone still has to know which data to trust, which recommendation is too simple, and which stakeholder is going to push back. In regulated industries, that judgment carries even more weight because getting it wrong means compliance risk, not just a bad performance week. AI frees up more time to focus there, which is where the real value has always been.
AI compresses the execution so more time goes to the decisions that actually matter. The teams that figure out how to use it well will have an edge. The ones that don't will fall behind.
From "The Practice You Already Built" // Dellaripa Advisory, 2026
Platform automation is moving in the same direction. The major ad platforms are building toward a model where they handle targeting, bidding, and creative rotation end-to-end. For small advertisers, that model is nearly here. For larger organizations running across multiple channels, geographies, and measurement frameworks, the platforms can't do it alone. The measurement layer is still fragmented, and making sense of that complexity is where experienced strategists add the most value.
Regulated industries add another layer on top of that. MLR review, compliance requirements, HCP targeting constraints, rare disease patient journeys, and indication-specific creative restrictions all require hands-on expertise. A media plan for a pharma brand can't be fully automated when every ad needs legal review and every claim needs substantiation. That complexity is where this work lives.
One more thing I'll say here: most budget conversations start in the wrong place. The question shouldn't be "how much should we spend?" It should be "how many customers do we need?" Work backward from there. If you know your target volume, your conversion rates at each stage, and what it costs to acquire a lead or a customer, the budget becomes an output of the math. That said, the math isn't perfectly linear. Acquisition costs tend to rise as you scale past your most efficient audiences, and your budget has to account for operational capacity too (sales bandwidth, onboarding, fulfillment). Customer lifetime value should also be part of the equation, because the acceptable cost to acquire someone worth $5,000 over time looks very different from someone worth $500. The point is that budget should follow from business goals and unit economics, with realistic assumptions baked in about how efficiency changes at scale.
If you're looking for someone who understands regulated industries, knows how to build and run multichannel campaigns at scale, and has the judgment to manage complex stakeholder environments, I'd welcome the conversation.