Laser Spine Institute Appoints New Chief Marketing Officer


Laser Spine Institute Appoints New Chief Marketing Officer

Laser Spine Institute in Tampa, Florida, hired marketing, branding and operations veteran M. Kathleen Donald as chief marketing officer.

With nearly three decades of experience, Donald brings a mix of strategic marketing, digital media, thought leadership and advertising savvy to the position, according to a company release. She will work alongside Laser Spine Institute’s President and Chief Executive Officer Roger Cary to engineer the marketing roadmap, further amplifying the organization’s commitment to providing the highest level of patient-centered care.

Donald is no stranger to back pain. Her own search to find relief from a painful back condition led her to her new role at Laser Spine Institute. “Because I’ve walked that same, painful path so many of our patients are currently on, I understand what they’re going through,” she said in the release. “It’s why I wanted to be part of helping them find a solution.”

As chief marketing officer, Donald will lead all aspects of Laser Spine Institute’s brand development, including direct marketing, advertising, internal communications, public relations, stakeholder engagement and strategic planning. She also will analyze all direct marketing functions, including technological tools, analytic tools, agency relationships (and the management of those agencies), other partnerships, communication objectives and/or strategies and reporting; work with the leadership team to implement necessary changes and maximize efficiencies, timelines and processes within the department, where necessary, according to the release.

Prior to joining Laser Spine Institute, Donald was general manager at Dassault Systemes’ 3DXCITE, chief operating officer at Campbell Ewal, and regional group brand director/senior European account director at Ogilvy & Mather. She helped elevate brands such as Ford, USAA, Pier 1 Imports, Edward Jones and the United States Navy to new heights.

Donald earned her certification in applied strategic marketing planning from the University of Michigan’s Ross School of Business. She holds a bachelor’s degree in business studies from Wayne State University in Michigan and a certification in Japanese language studies from the University of Detroit. She was named a Champion of the New Economy in 2016 by Business Magazine, and the 2014 Distinguished Alumna by Wayne State University's School of Business Administration.