Avet Pharmaceuticals Inc.

Avet provides high quality generic medicines that help patients and practitioners achieve affordable healthcare solutions. Our global supply chain network is built around centers of manufacturing and scientific excellence to provide you with the highest level of quality, safety, value and service in generics.

Head of Supply Chain

#EverydayLeaders Interview Series

What's the Most Effective Leadership Tool?

Brady Pyle had great advice...

----

I often tell leaders that your most powerful leadership tool is a mirror

You need to start by knowing yourself, your strengths and weaknesses

I like to surround myself with people who are different from me in a variety of ways--how they grew up, personality and communication style, and leadership strengths

I also regularly seek customer feedback about the performance of my team members

Brady Pyle

Bill Castengera had this bit of advice to new and emerging #leaders:

It is easy to get caught up in tasks, but people want leaders who slow down, listen to concerns and take actions that address those concerns.

The question of whether we should push our employees or pull our employees can be a tough one.

Have high standards. If you lead correctly, your employees will want to do their best to match or exceed those standards.

Bill Castengera

1906

Nuka Foods is a privately held firm that manufactures the highest quality cannabis-based tablets.  Its 1906 brand of plant-based tablet and chocolate experiences are market leaders in this emerging industry.

Teva Pharmaceuticals

Oversight of supply from seven strategic internal manufacturing sites focused on the North American markets.  Program manager for a transformational shift focused on fixing foundations and inventory optimization with 11 initiatives incorporated within.

Director, Supply Planning

Change Management Lead for an SAP Implementation.  For this long-term project, I have responsibility for project communications, stakeholder engagement, business process change impact, change readiness, organizational alignment and training for a more than 10,000 end user base.

Director, Organizational Change Management

Teva Pharmaceutical Industries Ltd (Teva) is a global pharmaceutical and drug company. It develops, produces and markets generic drugs in all treatment categories.

Director, Supply Chain Planning

Teva Animal Health, Inc. is engaged in the research, development and manufacture of veterinary pharmaceutical products for North America and the worldwide animal health community. Teva Animal Health is the largest US manufacturer of generic pharmaceutical formulations for the animal health market, and our proprietary brand line, DVM Pharmaceuticals, leads the industry in the development of companion animal dermatological products and nutraceuticals.

Director, Supply Chain

RPI Lally School of Management

Member of external advisory board for the Master of Supply Chain Management program at the Lally School of Management.

Located in the heart of Upstate New York's Tech Valley, the Lally School of Management is the business school at Rensselaer Polytechnic Institute. We develop aspiring business leaders who have a passion for innovation with the ability to work across business functions.

Supply Chain Advisory Board Member

The Refractive Thinker

The Refractive Thinker is a new, innovative outlet for doctoral scholars who want to publish their research. It is unique because it meets the critical standards of peer-reviewed literature while still appealing to readers outside of the world of academia. 

Vol. VIII: Effective Business Practices for Motivation and Communication
Ch 4: Five Steps to Navigating the Social Exchange Perspective Landscape

Download at no cost at:  http://goo.gl/wpnKbu

Contributing Author

Hospira

Manager, Capacity Planning and Project Management

Hospira is a global specialty pharmaceutical and medication delivery company driven by its vision of Advancing Wellness™. Bringing proven leadership and experience, Hospira provides solutions to help improve the productivity, safety and effectiveness of patient care.

Supply Chain | Capacity Planning Manager

Section Manager, International Deployment

Supply Chain | International Deployment

Systems Analyst, Centralized Materials Management Group

Supply Chain | Systems Analyst

Supply Chain | Materials Manager

Supply Chain | Section Manager, SVP Finishing

Supply Chain | Section Manager, Materials Management

Supply Chain | Material Control Supervisor

Section Supervisor, Materials Management, Large Volume Parenterals

Supply Chain | Section Supervisor, Materials Management, LVP

Manufacturing Supervisor, Propofol Filling

Supply Chain | Manufacturing Supervisor, Propofol Filling

Supply Chain | Manufacturing Supervisor, Actiq

Corning Incorporated

Corning Optical Fiber, part of Corning’s Telecommunications segment, invented the first low-loss optical fiber in 1970 and today remains the worldwide market leader, offering a full line of single-mode and multimode optical fibers for all network applications.

Positions Held:
New Technology Receiver (Project Engineer / Production Management)
Shift Supervisor

Production Engineering and Manufacturing Supervision

GE Silicones

GE Silicones, Inc. offers specialty silicones, such as silicone surfactants, emulsions, catalysts, organomodified, and reactive fluids. It serves personal and household care, coatings, paints and inks, crop protection, textiles, oil and gas, paper, food and beverage, tissue and nonwovens, automotive, furniture and bedding, appliances, and shoes markets.

Process Safety Analyst

I profile the extraordinary work being done by #EverydayLeaders. Leaders from the front lines of industry

WHAT I DO: 

I’m on a quest to profile the extraordinary work being done by #EverydayLeaders.  Leaders from the front lines of industry.   

HOW I DO IT:  

I start genuine conversations with real people.  We discuss what it takes to lead people in the real world.  And I help them share or develop their wisdom. 

Over the last two years, I’ve interviewed and profiled dozens of people and published their stories in Volume 1 of the Everyday Leaders Series.  Here are few examples:

➡️ Kerry Wekelo on listening to your teams —  https://goo.gl/BgU8Ma 
➡️ Ross Wirth on asking the right questions — https://goo.gl/zKjf9H
➡️ John Reagan on the art of teamwork — https://goo.gl/UPRcGn

I also help Emerging Leaders discover their innate brilliance. We use a time tested framework to align your desires and preferences with your those of your peers, teams, managers, and organization. No tricks, no secret formulas.  But the techniques are so simple my 4-year-old could do it.

CURIOUS TO KNOW MORE?  

Let’s connect and see how we may help each other.

Dr. Ernest Jones

Kielo Digital

Digital Marketer. Influencer Manager. Paid Media Pro. Content Strategist for Local & Global Audiences.
 
Who am I?
I specialize in strategy and execution for travel, tourism, experiences, and events—working closely with startups and scaling brands to drive growth through smart planning, creative content, and performance marketing.

How do I work?

1. It All Start With Strategy & Planning
I begin by building comprehensive marketing strategies that align with brand goals and audience behavior. Whether it’s launching a new brand or scaling an existing one, I focus on clarity, adaptability, and results.

2. Then We Can Think About Content Development & Channel Management
I lead and coordinate creators (photographers, videographers, designers) to develop compelling content that fits the brand narrative—optimized for social, ads, and storytelling. I ensure visual consistency and production efficiency across channels.

3. Now We're Ready To Go Live With Social Media & Advertising
I execute across Meta, TikTok, YouTube, LinkedIn, and Google/Bing search ads—crafting campaigns for awareness, conversion, and retargeting. From influencer collabs to magazine placements, I tailor the channel mix based on brand goals and audience insights.

4. Nothing Happens Accidentally, So We Must Test Hypotheses & Optimize Accordingly
I dive into analytics to test and refine campaigns—updating, pausing, or adding new ads as needed. I focus on both performance and creative optimization to continuously improve ROI.

5. Then I Wrap Periods & Campaigns With In-Depth Reporting & Record Key Learnings
I document key learnings, optimize benchmarks, and build repeatable processes to scale marketing efforts with clarity and confidence. This does not just happen at the end of a campaign, but throughout, so we can effectively drive creative optimization to maximize ROI.

Full-Funnel Marketer (Focus: Social, Influencer, Paid Media)

I concluded my agency to take on 6–12 month CMO roles with select brands, focusing on high-impact strategic work.

At LDPR, a travel PR firm in NYC, I built out the agency’s social media and influencer offering to drive ROI for clients and streamline internal operations. I also supported new business development efforts alongside the PR team.

Concurrently, I served as fractional CMO and Head of Social for Vellamo Water and Dharma Hospitality Management. My work included leading internal teams, developing integrated organic, paid, and influencer strategies, and executing tactical campaigns. I also provided strategic consulting for marketing transformation firms.

Fractional CMO (Social, influencer, Paid Media)

I founded Kielo Digital, a full-service social media agency for emerging and scaling brands, to help ambitious businesses grow through powerful digital marketing. I built the agency from the ground up, blending strategic insight, hands-on execution, and team mentorship to deliver measurable impact for clients across industries.

• Built and scaled a 360° social media agency, growing a team of 7 specialists across organic, paid, and influencer marketing
• Achieved 4x year-over-year profit growth, generating over $1M in annual retainer revenue in the agency’s final year
• Managed relationships with 85+ clients across travel, hospitality, fintech, ed-tech, F&B, and jewelry—maintaining an 80% client retention rate
• Led strategy, negotiation, and execution of $850K in influencer campaigns for brands such as Samsung, Hyatt, and ClassTag
• Personally managed $450K+ in paid social, paid search, and geofencing campaigns, optimizing for performance and ROI across diverse brand portfolios per year

Founder & Chief Strategy Officer

Laura Davidson Public Relations

Anette assumed the role of Head of Social at LDPR with a mission to bolster the agency's social media and influencer capabilities, strategically amplifying its presence in the rapidly evolving travel sphere. 

In an effort for LDPR to offer a 360-degree PR and digital marketing program to clients, she built the structure and team to expand the agency's social media and influencer arm, essential for the agency's long-term growth. 

In crafting and executing intricate social media and influencer strategies tailored specifically for luxury travel brands embarking on rebranding or launching endeavors, she helped LDPR build strong programs with brands such as Raffles Boston, Hilton Aruba, Ritz-Carlton Bachelor Gulch, and more.

Head of Social & Influencer Marketing

GRADIENT Experiential 

Clients: Maybelline, House of Suntory, Louis XIII, Terlato Wines, Raybern's Sandwiches

She played a pivotal role in orchestrating the merger between Little Arrows, a Los Angeles-based social media agency, and Gradient, an experiential agency headquartered in New York, following the unfortunate passing of Little Arrows' Founder. Her strategic acumen ensured the retention of the original Little Arrows clientele while ambitiously pitching and securing new business ventures resulting in a 2x YoY growth for the social media departent.

In collaboration with the executive team, Anette orchestrated the establishment of a robust digital department, harnessing synergies between paid media, influencer partnerships, and QR code activations to augment revenue streams for pop-up and experiential events. Her leadership in networking and new business pitching was instrumental in fostering substantial growth opportunities for the agency's digital arm.

Head Of Digital

Troika/Mission Group

Clients: Tiffany & Co, Peroni, Allergan, St. Ives, Black Forest, Bira91, and Alicia Keys' non-profit organization, Keep a Child Alive.

Recruited to expand the agency's social media division from a solitary Social Media Manager to a proficient team of four, orchestrating the development of a dedicated unit handling retained clients, generating an annual retainer total of $450,000 and managing an annual advertising spend of $2 million. Spearheaded the implementation of comprehensive organic and paid social media strategies, synergized with experiential events and PR retainers, resulting in cohesive and impactful campaigns.

Led strategic initiatives encompassing digital strategy, creation of social media content, management of paid media across diverse channels (PPC, social, OOH, shoppable social/e-commerce), website development, crafting custom graphics, and integrating cutting-edge AR/VR technologies alongside on-site event technology and tracking systems for optimal client outcomes.

Paid & Organic Social Media Director

Brooklyn Chamber of Commerce

“Stretching tourism dollars past the Brooklyn Bridge”

Lead rebrand of the website and local hotel/experience booking, hosted monthly AirBnB host events, and created a “100 Things To Do In Brooklyn” digital download in collaboration with 10 local influencers, 25 local sponsor businesses ($120,000 sponsorship), and backing by Borough President Eric Adams.

Manager, Digital Strategy for Explore Brooklyn

NYC Ferry

“The iconic ferry to tourists, unknown to locals”

Conceptualized and implemented the ferry’s initial digital strategy, including: organic growth strategy (+466% follower growth), paid social media ($2.50/app install), crisis community management, documentary launch series, 120 influencer and 32 brand partnership programs.

Social Media and Community Manager

CzechTourism

“The tourism board ahead of the social media curve” 

Created a social media strategy from New York, for the US audience to find the Czech Republic an attractive destination. Lead collaborations with 8 local tour companies, 12 local hotels, 7 brands, and 64 international influencers to create daily content and partake in Instagram takeovers, growing following from 3,000 to 37,000 in 1.5 years with no paid media. 

• Grew social media following by 836% through 7 campaigns and 3 contests, with minimal paid media, outpacing projections by 126%
• The 64 influencer and 12 brand collaborations resulted in industry opportunities for Czech Tourism as a "tourism board ahead of the social curve" at conferences, industry awards shows and an increase in in-bound airline traffic to Prague (Air Canada partnership)

Social Media Manager

TKP New York, Inc.

• Manage local brand relationships to create monthly meeting package specials to boost slower seasons
•  Pitch conference center and the company's services to prospective clients
• Write marketing communications copy, design content for printed promotional and digital marketing
• Carefully draft and present proposals to meet potential clients’ needs, assist clients from initial contact to post-event evaluation interviews, with the client’s successful meeting in focus

Sales and Marketing Coordinator

First in Service Travel

•  Created a brand strategy and guidelines based on competitor analysis and customer psychographics, in line with the brand’s overall marketing strategy to emerge as an industry thought leader across social media platforms
•  Sourced content, organised creative assets and built a brand style guide to match overall marketing strategies

Social Media Coordinator, Freelance

• Processed guest reservations, arrivals and departures, including all necessary payments and refunds
• Created guest itineraries, based on the guest’s interests, group size, and familiarity with New York City
• Solved in-house guest issues and communicated important messages between departments
• Tracked hotel revenues, occupancy percentages, and other front office statistics as the overnight auditor

Resident Services Representative/Concierge

Norwegian-Finnish marketing strategist with 12+ years of experience across agencies, in-house teams, and consulting—now based in Lisbon. I’ve led global brand initiatives, built and scaled a 7-person digital agency during COVID, and currently consult as a fractional CMO for Vellamo Water, a Finnish luxury brand expanding into North America and the Middle East. 
 
Past work includes MARS, Hyatt, Maybelline, NYC Ferry, and more. Passionate about helping brands grow through smart strategy, standout creative, and cross-channel storytelling.

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The Battle

Dr. Ernest Jones

Anette Isabella Nilsen

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