Leanne Atencio

Strategic Marketing and Branding Leader



Experienced marketing professional with expertise in brand strategy, content development, and team leadership. A proven track record of driving growth for startups and global companies, including IBM Watson Health, Truven Health Analytics, and BurstIQ. Skilled in crafting compelling brand narratives, developing integrated marketing campaigns, and managing cross-functional teams to deliver measurable results. Adept at aligning creative vision with business objectives to elevate brand visibility, optimize digital performance, and foster customer engagement.



Director of Marketing

BurstIQ, Englewood, CO | September 2021 – Present


  • Spearheaded the development of a cohesive brand and messaging strategy for a blockchain-based health data platform, driving a 40% YoY increase in brand visibility and customer acquisition.
  • Created and executed integrated marketing campaigns, leveraging AI tools (AltaIQ, ChatGPT, Gemini) to streamline content creation and improve campaign efficiency by 30%.
  • Designed sales enablement tools and collateral, contributing to $12M+ in qualified pipeline.
  • Managed analyst relations, securing BurstIQ’s inclusion in key industry reports and amplifying brand credibility.
  • Authored thought leadership content and press-worthy content, positioning BurstIQ as a leader in digital health innovation.


View my work

Brand Strategist & Owner

Vitals Branding & Marketing, Littleton, CO | June 2018 – Present


  • Consulted with clients across technology and healthcare sectors to develop brand positioning, voice, and messaging frameworks that resonate with target audiences.
  • Led rebranding initiatives for startups and established businesses, ensuring alignment with market trends and business goals.
  • Integrated AI tools into branding workflows, increasing content production efficiency by 40% and improving campaign ROI by 22%.
  • Designed and executed SEO- and GEO-driven content strategies, resulting in an increase in organic traffic for multiple clients.
  • Managed a distributed team of designers, writers, and developers, delivering high-quality campaigns on time and within budget.



Creative Strategy Lead

IBM Watson Health (formerly Truven Health Analytics) | April 2016 – December 2018


  • Directed the verbal and visual brand transition from Truven Health Analytics to IBM Watson Health, collaborating with Interbrand to ensure consistency across all global touchpoints.
  • Developed and executed awareness campaigns to transfer brand equity, resulting in a seamless transition and increased brand recognition among healthcare decision-makers.
  • Led a team of strategists, designers, and writers to create integrated marketing campaigns supporting Watson Health’s AI-powered product portfolio.
  • Managed department operations, including budget, hiring, and vendor relationships, fostering a culture of innovation and collaboration.


View my work

Senior Director, Marketing Services

Truven Health Analytics (formerly Thomson Reuters Healthcare) | June 2012 – April 2016



  • Oversaw the rebranding of Thomson Reuters Healthcare to Truven Health Analytics, partnering with Interbrand to develop a new brand identity, messaging framework, and visual guidelines.
  • Directed the in-house agency responsible for all marketing materials, including collateral, advertising, video, events, and digital campaigns.
  • Managed trade shows and live events, executing over 100 annually to enhance brand visibility and engagement.
  • Optimized the company website, improving UX, content strategy, and SEO, resulting in a 25% increase in web traffic.



View my work

Senior Director, Marketing Services

Thomson Reuters Healthcare (formerly Thomson Healthcare) | May 2007 – June 2012

  • Led the creative team through the brand transition from Thomson Healthcare to Thomson Reuters, recognized as one of the Best Brands by Interbrand.
  • Managed all aspects of the department, including budget, project management, and executive engagement, ensuring alignment with corporate objectives.
  • Developed and executed go-to-market strategies for new product launches, contributing to a 28% increase in market share over three years.




Education

University of Colorado, Boulder

Bachelor of Science, Advertising

Skills

  • Branding & Messaging: Brand strategy, rebranding, messaging frameworks, visual identity development
  • Marketing Tools: AI tools (ChatGPT, Jasper), ActiveCampaign, Salesforce
  • Creative Tools: Adobe Creative Suite, WordPress, Canva
  • Analyst Relations
  • Public Relations
  • SEO/SEM: Google Analytics, SEMrush, UberSuggest
  • Leadership: Team management, cross-functional collaboration, stakeholder alignment