Improving efficiency is a recurring theme in Jennifer Tolley’s career. She started out at MedThink Communications, where she developed, executed and optimized multichannel marketing campaigns, streamlining the agency’s digital and media processes. In her role as director of content operations at GSK she successfully established the company’s dedicated in-house creative agency, generating over $3 million in savings in the first year.
This shift has driven efficiency in GSK U.S. commercial’s end-to-end content processes, enabling the flow of 7,000-plus creative assets each year while exploring technology to complement human efforts, such as AI in promotional review, modular content and content workflow monitoring.
Also while at GSK, Tolley led preparation efforts for the genericization of Advair and was instrumental in developing the Trelegy New Day campaign, including establishing the brand’s Twitter presence.
