The American Diabetes Association (ADA) is the nation’s leading voluntary health organization fighting to bend the curve on the diabetes epidemic and help people living with diabetes thrive. The leadership and board of directors of the ADA has just named Gabrielle DeTora of DeTora Consulting as its Interim Chief Marketing & Digital Officer (CDMO).
The Chief Digital and Marketing Officer (CDMO) reports to the Chief Executive Officer and serves as a key strategic business partner to develop and execute the company’s digital and marketing strategy. Responsibilities will include leading all digital and marketing functions for the company including:
- Leading ADA’s digital transformation and challenge/optimize existing go-to-market strategies and internal processes.
Driving market effectiveness and share marketing best practices to ensure the right marketing strategy is in place.
Setting creative direction and standards; assess brand awareness and assist in developing regional marketing plans, budgets, and human resources based on customer research, business needs, and market trends; deploy marketing playbook with support of local marketing resources.
- Working with corporate and operational teams to design, test, and implement programs that further entrench the company’s services with existing customers, including driving cross-selling strategy with existing customers, increasing referral business, and reducing customer turnover.
- Establishing benchmarks to determine effectiveness of marketing programs and support decision making; define key marketing KPIs and design marketing dashboard to share with executive team and board.
- Endorsing best-in-class customer experience at all touchpoints across functions; define and implement metrics to track customer satisfaction within each brand and create local market response programs; conduct annual customer surveys and analysis of customer complaints.
- Assessing customer-facing technology platforms to ensure organization’s brands are on the forefront of innovation, including social media and review sites.
- Promoting mobile-first approach to engage all stakeholders.
DeTora Consulting has been entrusted as Chief Marketing Officer for numerous healthcare organizations, has been featured as the leading charge-agent for healthcare interim CMO positions, and looks forward to driving success for ADA as with all DeTora Consulting clients.