Irvin Carlin

About Irvin Carlin

Pharmaceutical digital marketing leader with 20 years in digital growth strategy and 10+ years focused in biopharma. I specialize in omnichannel DTC and HCP marketing, telemedicine commercialization, and performance-driven patient acquisition within regulated environments.I have led digital strategy and execution across weight management (CONTRAVE®)(naltrexone HCl/bupropion HCl), women’s health (Vyleesi® bremelanotide injection), ONZETRA® Xsail® (sumatriptan nasal powder), and CNS categories — overseeing $15M+ annual media investments and scaling campaigns across Google, Meta, YouTube, programmatic, Connected TV, and specialty platforms. My work integrates analytics, prescription-aligned measurement (including Crossix DIFA), telemedicine funnel optimization, and PRC/MLR-compliant execution.Across corporate transitions, bankruptcies, and acquisitions, I have been retained as a key digital leader to maintain growth continuity and commercial momentum. I’ve driven 50%+ YoY brand growth, scaled media budgets from $5M to $12M+, and built cross-functional partnerships spanning brand, regulatory, specialty pharmacy, analytics, and executive leadership.Prior to pharma, I built and led global paid media programs for Fortune 100 brands including Intel and Intuit, managing hundreds of millions in lifetime paid media investment and building new revenue streams in emerging social platforms.Areas of focus:• Pharmaceutical & Biopharma Digital Strategy• Omnichannel DTC & HCP Execution• Telemedicine & Specialty Pharmacy Acquisition• Performance Media & Analytics• Regulatory-Aligned Marketing (PRC / MLR)• Commercial Growth & Forecasting

Experience

1. Managing Director

   Firefly Marketing

   Mar 2012 — Present · San Diego, CA, US

   Founder and Managing Director of digital strategy consultancy serving pharmaceutical, healthcare, and consumer brands.• Provide strategic digital growth planning, analytics architecture, and performance optimization• Lead paid media, SEO, CRM, and omnichannel strategy across regulated industries• Partner with brand, agency, and executive teams on acquisition and growth initiatives• Manage contracts, staffing, forecasting, and client performance reporting

Education

• Marian Catholic HS

  High School, High School/Secondary Diplomas and Certificates

• University of San Diego

  Bachelor of Business Administration (B.B.A.), Business Administration and Management, General

Skills

• Conversion Optimization
• Google Adwords
• Keyword Research
• Sem
• Google Analytics
• Key Account Management
• Networking
• Social Media Marketing
• Agency Agreements
• A/B Testing
• Google Website Optimizer
• Msn Adcenter
• Multivariate Testing
• Competitive Analysis
• Facebook Marketing
• Online Marketing
• E-Commerce
• Mobile Search
• SEO
• Web Marketing
• Project Management
• Online Advertising
• Marketing Campaign Management
• Display Advertising
• Earned Media
• Web Analytics
• Ppc Bid Management
• Advertising Agency
• Integrated Marketing
• Ppc
• Crm
• User Experience
• Keyword Advertising
• Mobile Marketing
• Affiliate Marketing
• Opportunity Analysis
• Omniture
• Analytics
• Google Webmaster Tools
• Landing Page Optimization