Denise Albiston

About Denise Albiston

With more than 15 years as an active marketing and communications professional, I have…

Experience

1. Global Content Excellence Leader

   Cytiva

   May 2023 — Present

   The Content Excellence Leader leads the content creation across Cytiva’s OpCo marketing groups by: • Leading the Content Excellence team, comprising Content (Editorial/NPI/Technical) and cross-functionally with Search, Campaign, Global Product and Segment Marketing teams. • Being accountable for overall marketing content development and integrated search marketing programs and performance. • Defining best in class process to ensure efficient content production and compliance. • Owning end-to-end management, coordination, and execution of writing, editing, and publishing of advertising and promotional content for Cytiva. • Developing best-in-class content across the buyer’s journey to achieve marketing priorities. • Establishing marketing content initiatives working across multiple platforms and formats to drive engagement and positive customer behavior. • Championing all things related to content including governance, ideation, writing, editing, and channel optimization based on brand consistency, segmentation and localization, supported by analytics and meaningful measurement. The team: • Works in collaboration within the departments of Marketing and Communications, Global Marketing, and R&D to help define both the brand story and the story as interpreted by the customer. • Relies on a content strategy map based on informed marketing programs, campaigns and initiatives. • Leverages market data to develop content themes/topics that support Cytiva’s story, vision, and mission through industry-related, brand-aligned storytelling published through owned digital channels. • Ensures and maintains governance based on developed compliance-based standards, systems and best practices for content creation, distribution, maintenance, content retrieval and content repurposing, including the real-time implementation of content strategies.

Education

• Utah State University

  Bachelors of Science, Journalism & Communications

  2002 — 2005

Skills

• Creative Writing
• Public Relations
• Marketing Communications
• Event Planning
• Creative Direction
• Marketing
• Project Management
• Editing
• Cross-Functional Team Leadership
• Event Management
• Team Leadership
• Microsoft Office
• Negotiation
• Product Development
• Product Marketing
• Process Improvement
• Social Media Marketing
• Budgets
• Social Media
• Marketing Strategy
• Leadership
• Strategic Planning
• Online Advertising
• Product Management
• Corporate Communications
• Advertising
• Management
• Trade Shows