My marketing portfolio
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Get a feel for my creative process and outcomes through a sampling of recent work, including brand refreshes, cutting-edge digital transformations and social channel growth.
Brittany Wirthlin
Agoura Hills, CA (PST)
Experiences include:
B.S. in Business Marketing
California State University Northridge
My process
Making change
through connections
My objective is to spark brand interest and help customers get what they need and position the business to stay modern and competitive. By remaining curious, I dig deep by asking questions, connecting people and teams, and resourcefully identifying potential paths to take.
I’m not afraid to push the envelope, try new things and pivot strategies in real-time, improvising practical approaches until the desired solution is found.
Connect
Connect ideas and teams to unpack priority areas, roadblocks, needs, and concerns.
Communicate
Articulate the situation and illustrate a clear path forward to
resolve the problem.
Clarify
Clarify the problem we're trying to solve, so teams can be on the same page.
Take Action
Execute a shared vision with poise and alignment.
EXPERIENCE: MANNKIND CORP.
2.9 M+
SOCIAL CONTENT IMPRESSIONS
14%
INCREASED INSTAGRAM FOLLOWER BASE
245%
MORE MONTHLY INSTAGRAM PROFILE VIEWS
40+
SIMULTANEOUS CONTENT PROJECTS: VIDEO, SOCIAL, BLOG
Consumer Marketing Manager
Executing marketing and advertising strategies that touch the lives of consumers directly. By producing patient and physician-facing content that addresses their needs and questions, I was able to grow our following and engagement of the patient audience exponentially.
1
Brand & Creative Strategy
4
Social Media Marketing
2
Content Strategy
5
Testimonial Videos
3
Influencer Marketing
6
Ambassador Program
Lead aquisition through testimonial videos
MANNKIND: Testimonial Video with Risky Compliance
Growth through authentic storytelling
Situation
The brand partnered with a celebrity influencer to create the brand’s first testimonial video. We had one shot at getting it right, without a chance for re-filming pickup shots.
Challenges
With Afrezza being a boxed warning drug, our messaging was extremely restricted due to FDA guidance on pharmaceutical drugs.
Testimonial video content had never been attempted with the Afrezza brand.
My scope of influence + expertise
I produced a compliant, compelling testimonial with bold new messages the brand had never been able to use. Produced b-roll scenes, wardrobe and worked with the influencer, production and post-production teams to present the script authentically and compliantly
The results
Produced a high-quality video that played a part in transforming the brand image. After going to market on YouTube, our website and social channels, the video received 34,000 views within the first 3 months, with a 54% average completion rate (4 out of 8 minutes of content). The video launch grew our YouTube follower base by 20% and drove 60% (5K) of total leads acquired.
Project: Testimonial Video
Audience: Patients & physicians
Expertise leveraged:
- Script writing
- Video producing
- Storytelling
- Creative Direction
- Message Strategy
CONTENT STRATEGY & MARKETING
BRITTANY WIRTHLIN
MANNKIND: Testimonial Video with Risky Compliance
Results: Grew brand reach & lead acquisition
Video acheived 54% average completion rate - about 90% of the creative content (sans safety info)
Grew YouTube follower base by 20%. Drove 60% (5K) of total form fills, with a 4% completion rate and 9% bounce rate.
Patient and physician sentiment was positive, and resulted in positive qualitative feedback.
MANNKIND: Content creation
Cross-channel assets
Leveraged celebrity influencer testimonial to create multi-channel campaign across website, YouTube, Facebook and Instagram.
Instagram channel growth
MANNKIND: SOCIAL MEDIA
Transforming + growing brand instagram channel.
Before
The brand’s Instagram channel had very low engagement (8-15 actions/post), and the creative lacked consistency of brand voice and clear marketing messages.
Challenges
- Goal was to increase follower base by 10% year-over-year by overhauling creative approach and developing channel strategy for growth.
- Utilize the platform to to tell user stories and scale the content to be leveraged as an advertising channel.
My scope of influence + expertise
Led efforts to establish core messaging pillars, and unified creative tone and style, geared towards target audience. Worked with Director of Digital to develop advertising strategy using data to boost highest performing posts to gain followers.
The transformation
With a 10K spend over 6 months, I increased Instagram followers by 14%, increased engagement through strategic boosting, raising average monthly profile views by 245%.
Project: Afrezza Brand Instagram Channel
Audience: Patients, consumers
Expertise leveraged:
- Analytical skills
- Leadership
- Creative Direction
- Content Strategy
- Content creation
MANNKIND: SOCIAL MEDIA
Results: Increased Brand Consistency + Channel Growth
BEFORE
3,490 Intagram followers
30 average monthly profile veiws
AFTER
4,060 Instagram followers
100 Average monthly profile views
14%
245%
Brand lift through ambassadors
MANNKIND: BRAND AMBASSADOR PROGRAM
Ambassador program + content creation
Situation
Marketing was tasked with standing up a new Brand Ambassador Program from the ground up. We needed to find a group of 5 patients willing to share their product testimony and diagnosis story with the world - in alignment with Pharmaceutical FDA guidance.
My scope of influence + expertise
Successfully recruited 5 patients from diverse backgrounds and locations. Coordinated 3-day training/filming experience for new Ambassadors, provided ongoing program support and event participation across the country for 12 months. Produced 5 compliant testimonial videos, distributed through digital channels.
Results
The rollout of the Ambassador video content and live speaking events resulted in qualitative physician feedback that the stories enhanced their view of the product and gave them a glimpse into the patient experience and brand loyalty. Several physicians noted that the messages within the videos gave them real-world examples of patient types that could benefit from the product.
EXPERIENCE: KAISER PERMANENTE
Sr. Brand Marketing Strategist
My professional work experiences have taught me the value of engaging cross-functional teams. By leveraging sales and performance data into content and marketing plans, we were able to produce a future-state approach that's aligned with organizational growth goals, help brands build something meaningful and deliver on what's important to our end-users.
60M+
CONSUMER AUDIENCE REACH
75+
STAKEHOLDERS ENGAGED PER PROJECT
185+
OPTIMIZED
WEB PAGES DEVELOPED
4
MAJOR WEBSITE LAUNCHES
Digital marketing strategy
KAISER PERMANENTE: KP.ORG/THRIVE
Leading shoppers down a seamless journey.
Before
Kaiser Permanente (KP) ran two separate campaigns with a three-page microsite for web users to become familiar with KP's specialty care programs and integrated model of care. User testing revealed poor performance and gaps in content.
Challenges
Lack of consistent messaging around this topic to serve members and prospects interested in learning about KP's unique care model and specialty care offerings.
Hundreds of internal stakeholders nationally with many opinions of what the content should be,
My scope of influence + expertise
Partnered with creative teams to execute a comprehensive messaging framework to align national teams and address content gaps. Supported the development of marketing strategy and advertising plans around the integrated care model and high quality of care.
The transformation
Bringing all stakeholders along the journey and incorporating input, deployed an 8-page web experience with more depth and better organization of content. The new site garnered higher on-site engagement. Destination became the landing pages for national campaigns.
Project: Shopping Site Destination kp.org/thrive
Audience: B2C
Expertise leveraged:
- Content Strategy
- Marketing & Advertising
- Leadership
- Communications
- Project Management
- Creative Team Management
- Editorial/Storytelling
- Stakeholder Engagement
- Public Speaking/Presentations
KAISER PERMANENTE: KP.ORG/THRIVE
Building brand preference along the way.
Results
Established Kaiser Permanente's first shared advertising strategy to ensure smooth and consistent consumer experiences to reach and exceed business goals.
Increased online engagement by 225% and increased consumer willingness-to-consider by 4%.
Increased brand affinity perceptions across numerous specific categories:
Confidence Kaiser Permanente will get me what I need when I need it.
+2.6% lift
Kaiser Permanente is a leader in online access to care.
+4.6% lift
Kaiser Permanente makes it easy
to get care when you need it.
+3.5% lift
Kaiser Permanente provides excellent medical care when you have a serious illness/injury.
+3.2% lift
KAISER PERMANENTE: KP.ORG/THRIVE
Digital Transformation
Members and visitors can now experience a modern website that's optimized and helps them get the care and information they need from Kaiser
Permanente in their shopping journey.
Improving the customer experience
KAISER PERMANENTE: KP.ORG (TELEHEALTH)
Staying competitive.
Before
The pandemic created the need for a rapid up-scaling of telehealth care options, creating lots of changes to the member experience. KP lacked a central, searchable support center for members who needed instructions.
Challenges
Each of KP’s 8 regions had different instructions, with clinical teams leading comms.
Member user data revealed many technical and user-error issues during video visits.
Historically, creating a single destination for all regions was difficult to implement.
My scope of influence + expertise
Drove web content strategy with 50+ stakeholders and impacted teams. Leveraged SEO best practices to create an optimized, central location, designed to scale with organization's capabilities.
The transformation
Provided immediate value to members who utilize or are interested in utilizing KP's telehealth services. Updated content to provide accurate and consistent messaging, providing a seamless experience for users browsing to connect with providers and learn more about this service.
Project: Kp.org 1st National Telehealth Support Area
Audience: B2C (members)
Expertise leveraged:
- Analytical skills
- Leadership
- SEO-informed content strategy
- Customer-centric strategy
- Influencing skills
KAISER PERMANENTE: KP.ORG (TELEHEALTH)
Members found it useful.
Results
Established national 6-page user experience on KP.org with regional customization, as needed.
Eliminated need for regional clinical partners to produce how-to content (saving resources and alleviating consumer confusion).
Positioned telehealth services in a strategic and digitally forward manner for Kaiser Permanente.
One stop-shop seamless experience: Supporting all virtual care including video visits, remote patient monitoring, and physical therapy.
Over 33,000 unique visits per month on average (organic search + direct
traffic). Increased web visits.
Dominated search engine
results page months after launch.
Ranked 1st in SERP.
What others are saying
Rachel C.
MANNKIND CORP.
"Her work ethic is impeccable, and she was always able to juggle multiple projects and goals with apparent ease. Where I felt she excelled on the marketing team was digging deep to understand the brand at its core, mapping out the customer journey and building a messaging framework that would ladder back up to the business goals and overall strategy.."
Ahmed R.
KAISER PERMANENTE
"I had the pleasure of working with Brittany for about 3 years at Kaiser Permanente,
and she was an absolute rockstar within the national marketing organization.
As an analytics consultant, part of my job was storytelling through data as related to campaigns and digital engagement; Brittany's ability to absorb complex analytics insights—and then not only communicate them to others, but incorporate those learnings into marketing initiatives—was a breath of fresh air and made for a great strategic partnership. She seeks out data-driven approaches to her strategies, is a gifted communicator, and is unafraid of taking on organizational challenges- making her a great leader and asset to any team."
“Brittany’s demeanor engenders positive, trusting relationships with partners.”
Ben H.
MANNKIND CORP.
Patient stories drive consumer interest. Brittany is one of the best I've ever worked with. Brittany has the skills, the experience, and the heart to deliver impactful patient stories for a brand...I appreciated how she always approached a challenge with a positive attitude and would frequently raise her hand to take on impactful work.
