Illumina : : Integrated campaigns, videos & collateral

Role: Creative Communications Manager, Jan 2014- Oct 2016

Company: Illumina, the world leader (26 billion) in genetic sequencing

Varied audiences depending on the initiative: Clinical, Labs (B2B), Scientists, Academics, General Public (B2C), Investors, Employees and Potential Employees

Categories spanned: Oncology, Women’s Health, Research, Forensics, Agriculture

Lydia is an exceptional creative with a go-getter mindset and a commitment to innovation. She’s dynamic, insightful and hard-working. Really amazing professional!

Karen Possemato, VP Marketing & Communications, Illumina, Inc.

Developed multiple integrated campaigns and contributed to the success of dozens of product launches and >40 events per year

Exceeded brand awareness goals by 106% with Illumina’s first corporate  campaign (print, digital and video).

Click thumbnails to view pdfs.

Vision Corporate Campaign Print Ad

Liaised with C-suite executives, key stakeholders and cross-functional leaders, conducted interviews and scripted award-winning corporate vision video (Silver ADDY)

It is always a pleasure to work with Lydia on Illumina videos, but none more so than the Vision video. Lydia’s collaboration on the script, VO recording sessions and the editing review process was a big reason why the Vision video feels so impactful and authentic. The icing on the cake is the many awards this video has won, including a national Addy award. Well done – a lasting legacy of a great collaboration!

-Barbara Bovee, Sr. Project Manager, Emota

Corporate Ad F Corporate Campaign JCorporate-Ad-Nora

Note: In the 3 ads above, headline and testimonial concept credit go to LehmanMillet.


HiSeq X Brochure

Neoprep Brochure


Technology close-ups / Educational

Pattern Flow Cell Technology

Product Launches

Forensic Teaser

Neo Prep Teaser

MiniSeq Introduction

In case you’re wondering what else I was up to at Illumina:

  • Established full service, in-house agency with complete campaign development capabilities
  • Realized cost savings of ~500k per year by reducing reliance on external vendors
  • Collaborated with global and regional sales leaders to optimize lead gen and exceed sales goals
  • Achieved unprecedented email open, click-through, and conversion rates on email campaigns
  • Devised a strategic trade show messaging strategy, winning executive approval
  • Retained, managed and mentored creative team, including internal copy writers, external proof readers and identified and selected external creative resources
  • Strategically coordinated content delivery, streamlined processes and enhanced the customer experience

Leave a Reply

Fill in your details below or click an icon to log in: Logo

You are commenting using your account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )

Connecting to %s