A major force in the transformation of Eli Lilly’s diabetes business unit, Lina Shields has championed insight-based, data-driven marketing and advocated for new ways to connect with patients through data, creativity, and media.

Lilly’s go-to marketing and media expert, Shields significantly shifted the company’s consumer strategy and execution for Trulicity to a more digital marketing approach. In a first for Lilly, Shields created a custom audience strategy and integrated audience analytics in order to facilitate a more targeted media approach.

She also leads Lilly’s Multicultural Marketing Center of Excellence, which focuses on staying culturally relevant and meaningful across all U.S. markets.

Colleagues applaud her “relentless efforts to promote and sponsor women and diverse talent” and say she has earned a reputation for “passionately mentoring and sponsoring diverse talent in and outside of Lilly.”