Lisa Crawford

About Lisa Crawford

Strategic marketing and brand professional with 10+ years of experience with a focus on healthcare and life sciences. Expertise in global brand strategy, architecture and positioning for complex portfolios, with a proven ability to translate innovative technologies into compelling customer stories that drive trust, engagement, and loyalty.

Experience

1. Global Content Marketing Manager, Genetic Sciences

   Thermo Fisher Scientific

   May 2024 — Present

   Serve as a strategic marketing partner to product, regional, and commercial stakeholders, providing consultation and guidance on brand, content, and campaign strategy aligned to business objectives.• Lead end-to-end planning and execution of integrated marketing initiatives, managing timelines, dependencies, and cross-functional teams across product, sales, digital, and regional marketing.• Proactively assess customer and market needs through VOC research, analytics, and competitive insights to inform messaging, content strategy, and campaign prioritization.• Translate complex scientific concepts into accessible, narrative-driven digital content that supports awareness, education, and downstream adoption; champion customer-centric storytelling by highlighting customer and researcher stories, showcasing real-world impact of Thermo Fisher technologies through web, video, and social content. • Develop and execute multi-channel marketing plans spanning web, email, social, video, and events; monitor performance and optimize programs based on KPIs and business outcomes.• Facilitate measurement and reporting using analytics dashboards to evaluate ROI, track progress against goals, and support data-driven decision-making.• Diagnose UX and performance gaps across global marketing web pages and lead end-to-end redesign of architecture and content strategy, simplifying customer journeys to improve discoverability, engagement, and conversion while reinforcing brand standards.• Serve as co-host of an externally facing podcast, interviewing internal and external scientists to translate their research, innovation journeys, and personal stories into compelling content for broad, non-specialist audiences.

Education

• The George Washington University

  B.A., International Affairs & Asian Studies

  2005 — 2009

• Beijing Foreign Studies University

  Mandarin Chinese

  2007 — 2007

• Thunderbird School of Global Management

  Master of Science (M.S.), Global Marketing

  2012 — 2013

• Middlebury College

  Mandarin Chinese

  2007 — 2007