Shelby Green

About Shelby Green

I lead omnichannel commercial strategy for rare disease and CNS therapies with a focus on accelerating time-to-diagnosis, improving treatment initiation, and meaningfully impacting adherence. Over the last 11+ years, I’ve partnered across brand, medical/regulatory, analytics, and agency teams to design and optimize integrated patient + HCP engagement ecosystems. I translate complex therapeutic realities (diagnostic ambiguity, high unmet need, stigma, small-universe targeting) into clear activation paths that move patients through the care continuum.My work spans:• Patient + HCP omnichannel journey architecture• Media and audience strategy across digital, social, programmatic, and field enablement• Advanced measurement (IQVIA, Crossix, Medicx, Swoop) and closed-loop optimization• Cross-functional alignment across brand, medical, legal/regulatory (MLR), and agency partnersI am passionate about simplifying complexity — especially in conditions where *the biggest barrier is awareness and identification itself.*

Experience

1. Group Director

   Healixglobal

   Nov 2024 — Present

   Jazz Pharmaceuticals- Rare Disease Sleep Franchise- Xywav• Lead omnichannel commercial strategy for the Rare Disease Sleep franchise, spanning patient and HCP engagement across awareness, time-to-diagnosis, treatment initiation, and adherence.• Oversee integrated cross-channel planning (programmatic, search, social, CTV, endemic, and point-of-care) with a focus on optimizing conversion efficiency and ROI in a regulated environment.• Direct cross-functional collaboration with brand, medical/regulatory, analytics, and field teams to align messaging, measurement, and audience segmentation strategies.• Partner with advanced measurement platforms (IQVIA, Crossix, Medicx) to refine targeting models and close the loop between media exposure and script lift/patient activation.• Manage and mentor a team to drive strategic thinking, performance optimization, and operational excellence across the business.

Education

• The New School

  Fashion Business, Fashion Business

  2012 — 2013

• University of Central Florida

  Bachelor of Arts (B.A.), Advertising and Public Relations

  2010 — 2014

Skills

• Ims Print
• Retail Sales
• Indesign
• Integrated Marketing
• Styling
• Event Planning
• Merchandising
• Digital Marketing
• Media Tools
• Event Management
• Digital Strategy
• Teamwork
• Customer Service
• Srds
• Public Relations
• Brand Management
• Media Strategy
• Marketing Strategy
• Analytical/Research Skill
• Fashion
• Interpersonal Communication Abilities
• Time Management
• Mbox
• Visual Merchandising
• Sales
• Computer/Technical Literacy
• Simmons
• Media Buying
• Marketing
• Interactive Marketing
• Media Planning
• Photoshop
• Blogging
• Advertising
• Magazines
• Press Releases
• Digital Media
• Retail
• Mobile Marketing
• Social Media