Digital Marketing & Brand Strategy Consultant
Hello, I’m Kirby Shedd. I am an imaginative and analytic thinker with vast experience developing brand marketing strategies across traditional and digital channels. I am currently a Digital Marketing and Brand Strategy Consultant at Eli Lilly and Company.
In 2014, I joined Eli Lilly and Company have held various digital marketing and brand strategy roles within Oncology and currently focus on developing multi-channel payer marketing campaigns for Rheumatology medicines.
But Prior To That
In 2011, I started Kirby Shedd Designs, a digital marketing consultancy with a uniquely holistic approach to website design and brand marketing solutions for business ventures looking to start, grow or improve their online brand presence.
And Then There Was That Time
In 2001, I began a 10-year career at Cook Medical Incorporated, the world’s largest private-owned medical devices company, where I was a district sales manager before transitioning to global sales logistics and then ultimately finding my passion as a global brand marketing specialist.
I was responsible for the brand marketing efforts of the largest business unit within Cook Medical and was the marketing lead on nearly 100 various product and program launches through multiple communication channels, including the world’s first peripheral drug-eluting stent.
In The Beginning
I attended Indiana University where he was a member of the men’s varsity tennis team. In 1997, I achieved national amateur rankings from the United States Tennis Association of #3 in doubles and #33 in singles. I graduated from IU in 1998 with a Bachelors of Science in Sports Management from the School of Public Health.
Prior to graduation, I spent a year in England completing an internship in public relations with the Manchester Giants; a professional basketball team in the British Basketball Association. The next three years were spent as a tennis professional at clubs in Florida and Chicago.
My Employment History
March 2017 – Present | Associate Consultant, Rheumatology Payer Marketing
Lead the development and execution of multi-channel engagement launch campaigns for baricitinib with payers, as well as identify opportunities to engage payers in innovative ways and demonstrate the value of baricitinib to enable patient access.
January 2016 – March 2017 | Associate Brand Manager, Oncology Portfolio Strategy
Led the Lilly Oncology Franchise and portfolio brand strategy development, implementation and execution within the US affiliate.
January 2015 – January 2016 | Consultant, Digital & Brand Strategy
Led the Lilly Oncology Franchise brand strategy development, implementation and execution within the US and global affiliates. I also managed Lilly Oncology social media channels and strategy, channel mix, web applications, interactive visual aids, website development and digital marketing resources.
May 2014 – January 2015 | Associate Consultant, Channel Marketing
Developed, implemented and managed multi-channel, customer-focused, digital marketing projects for the US and global Lilly Oncology Franchise. Additionally, I created the digital marketing strategy and brand direction for a positive customer experience.
August 2011 – May 2014 | Owner & Creative Director
Owned a consultancy with a uniquely holistic approach to website design and brand marketing solutions for business ventures looking to start, grow or improve their online brand presence.
Specialties included | • WordPress Website Design • Brand Development • Inbound Marketing • Social Media Marketing • Email Marketing • Marketing Analytics • E-Commerce Solutions • Mobile & Responsive Design
May 2008 – August 2011 | Specialist, Global Brand Marketing
Helped lead the brand-marketing efforts to establish Peripheral Arterial Disease (Leg Therapies) Program for associated products, including angioplasty balloons, self-expanding stents and the world’s first drug-eluting peripheral stent, specifically designed for treatment in superficial femoral arteries.
January 2004 – May 2008 | Coordinator, Global Logistics
Gathered, analyzed and synthesized large amounts of data for sales and marketing leadership. Analyzed global and regional sales performances and trends to develop forecasting goals and collaborated with sales and marketing teams to achieve the business unit’s annual business plan.
December 2001 – January 2004 | Manager, District Sales
Increased district sales within a four-state territory for peripheral intervention medical devices by developing annual business plans and achieving sales forecasting goals. Identified, developed and maintained relationships with physicians, surgical teams and key decision makers within health care facilities.