Tracy Haak
Home: 312.209.7200• tlhaak@gmail.com
Professional Summary
Accomplished marketer with the rare ability to both develop brand strategy and follow through with creative development and implementation
Strategic messaging maven with experience including segmentation and timed roll-out across channels
Strong lateral thinker with the ability to survey the competitive landscape, identify white space, and derive implications that help brands stay relevant in a dynamic marketplace
Expert communicator skilled at making the complex accessible to a wide audience
Fluent in digital and print media, B2B and consumer audiences, and highly regulated industries
Trained public relations and crisis communications representatives, with both agency and not for profit experience.
Work History
Freelance Copywriter, 11/2019-current
Associate Director of Strategy, 05/2019 to 11/19
PivotDesign
Re-imagined patient education materials for Takeda’s MyIgSource, a support program for those with primary immunodeficiency.
Developed look and feel for the NUPLAZIDConnect patient access program for Acadia.
Senior Digital Copywriter, 02/2013 to 05/2019
Intouch Solutions
Developed agency recruitment campaign after winning agency-wide contest.
Concepted and developed content for HUMIRA digital marketing tools, including iPad apps, email communications, banner ads, and trade show booth.
Co-creator of Eco Trek, an educational mobile game to teach boys about their hemophilia and engage them with treatment.
Researched and wrote content for HelpC.com, a smart search tool that answers questions specific to hepatitis C.
Created name and tone for Face Hep C Facebook community; provided cover and timeline images and campaigns based on community engagement.
VP Group Planning Director, 01/2008 to 10/2012
CAHG/Corbett Accel Healthcare Group
Instrumental in developing ABILIFY annual strategic and tactical plans for physician and payer audiences.
Member of team that undertook extensive insight mining and benefit exploration for ABILIFY in depression, and across pediatric indications.
Led competitive analysis of Centocor's RA franchise to inform strategy for ORENCIA's dual routes of administration, including physician research component.
Created and co-taught Pharma University, an 8-class background on pharmaceutical marketing.
Promoted from Planning Director after 2 years.
VP, Associate Creative Director, 02/2003 to 12/2007
CAHG/Corbett Accel Healthcare Group
Launched BARACLUDE (globally) for the treatment of Chronic Hepatitis B, ABILIFY for bipolar mania, and relaunched ACTONEL for osteoporosis.
Progressed from Sr. Copywriter to Copy Supervisor to ACD with accompanying responsibilities.
Copywriter, 03/2001 to 02/2003
Williams-Labadie Communications for Healthcare
Wrote and edited patient and physician pieces for PROGRAF, an anti-rejection drug for organ transplant.
Education
Master of Business Administration:
University of Illinois-Chicago Liautaud Graduate School of Business - Chicago, IL
Bachelor of Science:
Northwestern University Medill School of Journalism - Evanston, IL
Awards
Rx Club, Gold In-Awe, Golden Pitchfork (for IdeaPharm best in show)
Training
NextGen: A Corbett Accel Healthcare Group management training program for selected individuals
IdeaPharm: A Corbett Accel Healthcare Group-sponsored portfolio school