The document provides bios for several employees of W2O Group, an agency that specializes in social commerce and integrated marketing communications. The bios describe the individuals' roles and experiences working with various clients in areas such as healthcare, technology, and consumer brands.

1. FALL 2015 SOCIAL COMMERCE DAYS
W2O GROUP BIOS

2. JENNIFER GOTTLIEB
Chief Operating Officer and Head of Client Service
• Jennifer has been with W2O Group for a decade and has partnered with companies big and small in the areas of
pharmaceuticals, biotechnology, technology and consumer brands. She has supported leading brands during market
development launch and lifecycle management. Jennifer’s focus is on developing programs that modernize the way
companies communicate and market in an ever-changing, disruptive world.
• Fully committed to customizing every client engagement, Jennifer develops integrated teams that deliver the best work
and drive business outcomes and success. Challenging the status quo, keeping her team fresh and knowledgeable and
maintaining deep involvement in our client’s business. She reinforces what it means to be a hands-on leader and coaches
her staff to become experts in each area in which they are working to be able to add value to the client’s business beyond
the projects and assignments at hand.
• Jennifer is a member of Healthcare Businesswomen’s Association (HBA) and Public Relations Society of America
(PRSA), is a mentee in the Arthur Page Society, and volunteers with the American Diabetes Association and with the
North Shore Autism Circle.
• Before joining W2O Group in 2006, Jennifer was the director of the Healthcare Practice at Cohn & Wolfe, a WPP agency.
Prior to that, she held leadership positions at Makovsky and Company, Edelman and Golin/Harris.
LinkedIn | Twitter: @JennGottlieb | Email: jgottlieb@w2ogroup.com
2

3. GARY GRATES
Principal
• Gary leads the Corporate and Strategy practices across W2O Group in the areas of product supremacy, innovation,
change, organizational effectiveness and growth for the world's leading organizations.
• Gary oversees a team of professionals counseling senior leaders and Boards of Directors from global organizations in
the areas of leadership transition, M&A integration, labor-management relations, organizational effectiveness,
employee engagement, function optimization, internal communications improvement, strategy implementation, change
management and vision, mission, values development. In addition, he is a member of the firm's leadership team.
• He has more than 25 years of corporate, marketing/brand, labor and strategic communications experience with a
particular expertise in organizational (change) management/employee (internal) communications. Gary has counseled
more than 100 organizations and CEOs including PepsiCo, Caterpillar, Shell, Kraft, Nissan, GE, Carrier/United
Technologies, Novartis, Mellon Bank, Exxon/Mobil, Shell, Global Foundries, AMD, Visa, Yum! Brands, eBay, Wyeth,
British Airways, United Airlines, BASF, Pfizer, Coca-Cola, Denny's/TW Services, ABInBev, Kimberly Clark, The
McGraw-Hill Companies, ITT, Vale and Dell.
LinkedIn | Twitter: @GaryGrates | Email: ggrates@w2ogroup.com
3

4. KIERAN FAGAN
Managing Director, Corporate and Strategy
• Kieran is a communications strategist who has worked for leading organizations in healthcare, financial services and
consumer industries.
• He has more than 20 years of experience (15 of them client side) including corporate communications planning and
strategy; pharmaceutical issues and crisis management; product communications; executive communications counsel;
media relations; organizational/internal communications; communications measurement; digital media; global leadership
and team building; agency management; European expatriate experience.
• Kieran worked in-house with Novartis for over a decade, and with clients including Sanofi, Pfizer, Merck and GSK.
• Kieran has previous experience in digital, including in-house at early internet success bluemountain.com (just before the
dot-com bubble burst).
LinkedIn | Twitter: @KieranFagan | Email: kfagan@w2ogroup.com
44

5. Director of Media and Engagement
• Eileen has 18 years of digital marketing experience in healthcare including multiple therapeutic areas, global and launch
brands. She leads social media strategy and engagement for our healthcare clients at tWist, a W2O Group company.
• Previously, Eileen was associate partner at Rosetta leading the paid, owned and earned media healthcare team. As
director of search and innovation at Siren Interactive, Eileen helped four different pharmaceutical companies take their first
foray into social media. She was the editor and primary author of the agency’s blog, almost doubling the readership over a
three year period. Eileen started her career working for hospitals and held various marketing roles at Virtua Health,
Graduate Hospital and the University of Pennsylvania Health System.
• Eileen has been named among the top 50 healthcare tweeters and from 2010-2012 she founded and moderated the
#SocPharm TweetChat. She graduated from Brown University and holds an MS from the University of Pennsylvania.
LinkedIn | Twitter: @EileenOBrien | Email: eiobrien@twistmktg.com
EILEEN O’BRIEN

6. Director of Earned Media
• Ryan Flinn is a director of earned media for W2O Group in San Francisco. As a former journalist with more than a decade
of experience covering a wide range of topics and industries, he brings an understanding of what drives news coverage,
how stories are shaped and what appeals to reporters and editors. More importantly, having worked through the advent of
social media, he brings insight into the new pressures, expectations and motivations that are shaping the rapidly changing
modern media environment.
• Prior to joining W2O Group in 2013, Ryan worked at Bloomberg News in San Francisco for seven years, where he wrote
about business news and trends on a variety of sectors for the news wire as well as Businessweek Magazine. His articles
profiled top consumer brands, hot technologies, medical breakthroughs and cult wines.
• Before Bloomberg, he covered merger and acquisition news for Mergermarket in New York; was the business editor of the
Hour Newspaper in Norwalk, Connecticut; and freelanced for the New York Times. Ryan has appeared on TV and radio,
and his articles have been published by outlets around the world.
LinkedIn | Twitter: @RS_Flinn | Email: rflinn@w2ogroup.com
RYAN FLINN

7. Senior Analytics Manager
• Jennifer has worked in the social media analytics space for over eight years and has supported Fortune 500 clients across
a large range of verticals including beauty, healthcare, CPG, technology and entertainment. Jennifer applies strategic
listening, targeted questioning, social media and research expertise to uncover client needs and grasp key business
drivers. She quickly gained respect and recognition at W2O Group with her commitment to research excellence, client
satisfaction and team harmony.
• Jennifer has led ambitious research projects for several of the firm’s largest clients, providing strategic insights and
innovative reports. Her preparedness, transparency and can-do approach allows her to consult and troubleshoot with
ease.
• Prior to joining tWist, a W2O Group company, Jennifer was an analyst at NM Incite, a Nielsen/McKinsey Company, and a
project manager at Synthesio, where she managed over 10 clients including P&G, Microsoft and Asurion. Jennifer
received her Bachelor’s degree in sociology and business from the University of Michigan.
LinkedIn | Twitter: @JenniferSara7 | Email: jkatz@w2ogroup.com
JENNIFER KATZ

8. MERIEL MCCAFFERY
Senior Manager, Corporate and Strategy
• Meriel develops and manages communications strategies through execution for W2O Group’s diverse clients. She
leverages key analytics and insights to provide integrated business solutions to optimize organizational effectiveness,
relevance and reach for today’s leading companies.
• Meriel specializes in corporate communications, brand/employee advocacy and content strategy. She has worked with
senior leaders from global organizations such as Verizon, NetScout, Delphi, Pfizer and Bayer MaterialScience to solve
challenges around change management, employee engagement, crisis, digital communications integration, function
enhancement, internal communications optimization, influencer identification and engagement, media outreach, content
reach and resonance, and narrative development.
• Meriel brings a diversity of work experience spanning internal/external communications and business. Her strong track
record in communications strategy development, project management and critical thinking has helped clients leverage
communications as a way to operate more effectively and to ensure alignment and behavior around corporate objectives.
Meriel graduated from the S.I. Newhouse School of Public Communications with honors.
LinkedIn | Twitter: @MerielMcCaffery | Email: mmccaffery@w2ogroup.com

9. BLAIRE CLAUSE
Marketing Manager
• Blaire is a marketing manager at W2O Group where she focuses on managing the agency’s outbound communications
across paid, earned, shared and owned (PESO) properties, creating brand collateral, conducting competitive analyses and
executing agency-hosted events. She has recently been involved in enhancing business development initiatives across
the firm through support in lead generation, lead nurturing and resource management.
• She also served within the Technology practice at WCG, a W2O Group company, where she provided social media
strategy and engagement and account management for INRIX, a global SaaS company that provides real-time traffic data
to leading car companies and consumers.
• Blaire has been working for W2O Group for almost three years, and joined after serving on the communications team of a
federal senator. She recently completed her board term as Vice President of Marketing for the Young Women’s Alliance, a
nonprofit organization which offers opportunities for women to lead, serve and network in the Austin community. She
graduated from the University of Texas.
LinkedIn | Twitter: @blaireclause | Email: bclause@w2ogroup.com

10. ALEX LEVINE
Account Associate
• Alex is an account associate with W2O Group and has been working at the company for just under two years.
• His professional experience includes Sanofi Pasteur’s integrated campaign for an influenza vaccine and ongoing
communications for the Merck cardiovascular franchise. Specifically, his focus has been in targeted online engagement,
online physician influencer engagement, regulatory data milestones and medical meeting communications. He has also
worked across large agency client teams to support several new business initiatives in the health space.
• Prior to joining W2O Group, Alex interned with Bristol-Myers Squibb, Archimedes Pharma and Janssen Pharmaceuticals.
He graduated from Lehigh University (Bethlehem, PA) in 2014, where his focuses of study were journalism/science and
environmental writing.
LinkedIn | Twitter: @Xander_Levine | Email: alevine@w2ogroup.com