Arianna Edwards
Associate Director, Marketing
DYNAVAX
Harnessing Innovative Digital Marketing
Arianna Edwards is a dynamic and results-driven marketer who is making waves in the healthcare industry. As an Associate Director of Marketing at DYNAVAX, she is at the forefront of promoting HEPLISAV-B—the first and only two-dose adult hepatitis B vaccine.
Arianna joined DYNAVAX just prior to the CDC Universal Hepatitis B update and immediately made her mark by launching the company’s first-ever direct-to-consumer campaign. From that point onward, she has embraced the task of spearheading all promotional efforts related to digital marketing for both professional and consumer audiences, establishing HEPLISAV-B as the preferred option for individuals seeking protection against severe liver infection resulting from the hepatitis B virus.
With her keen strategic mind, Arianna and her team have been instrumental in developing innovative marketing campaigns that effectively reach and engage audiences. Her willingness to push boundaries and harness innovative digital media tools and technologies and strategic partnership with Confideo allowed for DYNAVAX to efficiently deploy a wide range of effective HEPLISAV-B communication and promotion across a myriad of channels. A few examples include connected TV spots, real-time social targeting, geotargeting, in-store digital billboards, and influencer marketing campaigns.
Her ability to guide the curation of audience-specific messaging delivered at the right time through the most relevant channels proved to motivate action across the professional and consumer segments.
“Having worked closely with Arianna to help deliver her strategic vision I can personally attest to her work ethic, dynamism, and dedication to strategic innovation,” says Mike Marett, Founder & CEO, Confideo.
As a result of Arianna and her team’s willingness to embrace innovation and blaze new strategic media trails for DYNAVAX throughout 2022, the company exceeded its strategic goals, achieving record HEPLISAV-B revenue.
