Rob Maiale

Associate Creative Director

Precision For Medicine

Senior Manager, Digital, Content & Inbound Marketing

Manager, Digital, Content & Inbound Marketing

Premium Voice Overs

Voice Over Artist

Quadra App

Co-Founder

Iris

Head of Copywriting

Grey Healthcare Group

Senior Copywriter

Havas Life

Copywriter

McCann Health

Senior Editor

Editor

Content Strategist

WNYU Radio

Program Director

Creative Producer

Earthchild Productions

Production Manager

An aspiring futurist building creative marketing teams, strategies, and programs for brands tired of being invisible.

💡  Distilling complex concepts into simple human insights
📈 Crafting messages & strategies that drive sales
🏴‍☠️ Embracing the power of 'different'

My specialization spans B2B healthcare:

🧪 Clinical Trials and Translational Research
🧬 Molecular, Tissue and Point-of-care Diagnostics
💊 HCP and DTC Pharma, Devices, Education, and Tech

But my roots are in creative and strategy:

✍️ Copywriter, Creative Director, Journalist
📊 Brand Strategist, Content Marketer, AI Evangelist
🎙️  Broadcaster, Voice Actor, Subway Singer (Google it)

World-class brands who use my work:

⚕️ Roche, Siemens, Walgreens, Baxter, Bayer, Takeda, Amgen, Allergan, Alcon
💻 Samsung, PayPal, Bosch, BSH, Hewlett-Packard Enterprise, Infineon, Osram

Life-changing opportunities pursued:

✈️ Lived 6 years in Germany, visited 20+ countries
📰 First published at age 8 and first went viral at age 28
🏈 Former NFL press box announcer and radio talk show host

TL;DR: I develop, implement, and distribute needle-moving strategies and bold creative thinking.

Creative Director

I used to do impressions. 

I still do, but I used to too...

The comedic genius, Mitch Hedberg (☝ referenced above), stood out with distinctive style—a blend of non sequiturs, tightly packed jokes, and an unmistakable laid-back delivery. 

I'm a firm believer that marketers and advertisers can find a goldmine of wisdom in his material...

Hedberg's jokes were often short, sweet, and to the point—a single, well-crafted headline, perfect for today's disappearing attention spans. 

He also leveraged the element of surprise, leading his audience down a path and then abruptly taking a turn to catch everyone off-guard. 

👉 The most memorable marketing campaigns often contain an unexpected twist, engaging the audience on a deeper level.

While his jokes were simple, they were also rooted in everyday observations, merely presented in a way that was unique to his brand of comedy. 

This balance between relatability and originality is crucial. The brands that resonate are the ones that show genuine understanding of their audience with a fresh, creative presentation. 

The rhythm of Hedberg's delivery was as important as the jokes themselves. Hang out on LinkedIn long enough, and you'll run into Simon Sinek's "It's not what you say, it's how you say it." 

👉 The pacing of your headline (or narrative) significantly impacts its effectiveness and memorability.

Lastly, Hedberg was a minimalist. Every line and every word packed a punch. Relentlessly editing unnecessary words is the single most effective way to improve your ability to inform, persuade, entertain, or engage an audience. 

☝ This is what separates the professionals from the ordinary-fessionals.

#copywriting #contentmarketing #communication #advertising

Creative, Brand & Content Marketing for Clinical Research & B2B Healthcare | Copywriter • Creative Director • Voice Actor • Marketer • Dad

Why is it important to balance relatability and originality in marketing?

How can an unexpected twist engage an audience on a deeper level?

How can minimalist writing improve audience engagement?

Go ahead, exaggerate in your #advertising

(But do it responsibly…)

Dramatization is a powerful mechanic that allows you to show off your brand’s personality while communicating a key benefit—in this case, safety.

These ads grab attention, play to emotion in the copy, and reinforce what the brand is known for. 

…however…

Industries are regulated to protect consumers against false claims, so exaggerate wisely.

Volvo got into a heap of trouble for reinforcing their cars for that monster truck spot. 

Their advertising agency of twenty years that had to resign and investigations by the FTC insued. 

Even without any modifications, the Volvo would have still fared far better than the other cars being crushed.

Which brings us to today’s other lesson…

If it’s 98% good enough, it usually isn’t worth risking everything to make it two percent better.

#creativedirection #marketing #copywriting

When is it not worth risking everything to make something 2% better?

How can exaggeration be used responsibly in advertising?

What happened to Volvo's advertising agency?

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If you don’t ask, people won’t act. 

I’m NOT saying beg for engagement, BUT…

If you want people to take an action, you need to tell them what you want them to do. 

Sounds pushy?

That’s why you give, give, and give freely—building trust, building a relationship.

This way, when you ask, they’re more than happy to oblige.

How important is building trust in professional relationships?

What are some tips for getting people to take action?

How can I build strong professional relationships?

This goes against evrything I believe...but it's hard to argue with results. 

👇 

"Oh, boy. Heads will roll for that one," I thought...

It's fun spotting mistakes in published assets. 
It's more fun if it's NOT a mistake...

Getting noticed is the hardest and most important differentiator among content creators and brands. 

In my feed, I see people promoting thought-provoking (or click-baity) opening hooks. 

I see arresting visual triggers, like serene wooded backgrounds, fruit-cutting, and selfies, selfies, selfies. 

But there's another thing I've noticed...

Typos. 
Intentional typos, like the one in the first sentence of this post ☝ 

But why? 

When people spot misspellings or grammar mistakes, they light up a little bit. It makes them feel good that they're smart and one-upped the author or brand. 

A.K.A. It gets them engaged. 

Will they really care about the typo and prevent them from ever working with you again? Maybe... but it depends on your brand, your services, and the medium you're using. 

There's a lot more leeway on social media than on a billboard, for instance. 

I'm not sure it's something that will catch on en masse, but it's an added layer of comfort that even if a dreaded typo finds its way live, you now have some research to back up your "intentional" mistake. 

#copywriting #contentmarketing #socialmedia #creativity

What are some tactics used by content creators to grab attention?

How can typos impact a brand's reputation?

How much leeway is there for typos on social media?

German has interesting words—this is the weirdest 👇 

(And it's what companies seem to be looking for...)

This is the eierlegende Wollmilchsau, which roughly translates to...
 “egg-laying wool-milk-sow”

Essentially, the perfect farm animal, uniting the qualities of:
🐔 chickens (laying eggs), 
🐏 sheep (producing wool), 
🐄 cows (giving out milk) and 
🐖 pigs (can be turned into bacon).

It is an animal that only has good sides to it, 
(and it goes without saying, this creature does not exist.)

Companies famously set unrealistic job requirements in search of the perfect employee...this is a fool's errand and overlooks the value-add of specialists.

The rise of fractional roles and growing numbers of independent contractors are one way to Frankenstein the pathway to growth. 

But there's another way...

AI cannot replace most expert-level human specialties, but it can augment specialists who operate outside of their niche. 

Imagine hiring the best of the best of the best in a key niche or service area and empowering them with modern tools to support their weak spots. 

It's *much* easier to backfill a core skill than develop top-tier talent internally. 

It's just my 2 cents, but it can result in big bucks down the line...

Life’s not measured in years. It's measured in adventures. 

(A far more meaningful metric for tracking time.)

👇 

Beyond the hours you spend in a role, it's the transformative experiences that:
👉 challenge your understanding, 
👉 provoke deep reflection, and 
👉 facilitate real growth. 

Whether it takes 11 months in a role or 11 years, our lives and careers are greatly enriched by the diversity, intensity, and depth of our experiences.

It broaden horizons, challenge us, and opens us up to novel perspectives. 

The adventures can be intellectual, emotional, physical, spiritual...
They all contribute to our development as complex, resilient individuals.

But what about our failures?

Failure and struggle are inherent in adventure. 
They're inevitable *and* a valuable part of the learning process. 

Each adventure's successes and setbacks teach us new lessons, build our resilience, and add to the richness of life. 

Thinking in terms of adventures over years drives us to live more fully, seek out new experiences, and approach life with curiosity and openness. 

Life doesn't have to feel like a linear progression through time.

Fill it with opportunities for learning, growth, and transformation, and you'll find regardless of age, plenty more adventures await. 

#careerprogression #productivity #psychology

How do failures contribute to the learning process?

What are the benefits of thinking in terms of adventures?

What are the different types of adventures that contribute to our development?

My go-to design platform surprised me again…

If you’re using Canva, you need to watch this 👇

My specialties are words and ideas, but sometimes I need to bust out the design chops. 

While not as powerful as the Adobe creative suite  Canva holds its own for a variety of digital design projects. 

Leverage an existing one or upload your own color palette to simplify and streamline the creation of on-brand content.

#marketing #design #brandidentity

How does Canva simplify the creation of on-brand content?

What are some digital design projects that Canva can be used for?

Make yourself more 'visible' at work?

👇 (This was my favorite thing to do when I was in office.)

It's called walking the floor...and it's exactly what it sounds like. 

Managers and owners do it all the time—it maximizes face time with your peers and helps give a sense of day-to-day operations. 

You can do it too. 

They're key for relationship-building and making connections between different department's projects. 

It also helps you make associations that you can leverage in a variety of ways, from increasing insight into initiatives to finding people to help you amplify ideas. 

The unfortunate reality is that sitting at your desk and doing good work *without* making these connections could impact your growth.

NOW, the elephant in the room. 😅 What about remote roles? 

Sure, you can be active in meetings and provide regular updates and progress reports...but that's not enough. 

Instead 👇 

✅ Volunteer for cross-department projects
👉 It broadens your network within the company to showcases your skills and contributions to a wider audience

✅ Be a resource
👉 Offer help/mentorship when you can. It will help you build a reputation as a value-added team member

✅ Celebrate others and their success
👉 It seems obvious, but sharing the spotlight improves culture, visibility, and likability. Simple as that.

✅ Share what you learn
👉 Updates on industry trends, technologies, opportunities, etc. are great...but you can also host short presentations on something new you've learned to show commitment and elevate those around you.

✅ Put a little effort into your video setup
👉 A good mic, lighting, your surroundings, etc. I can't tell you how many comments I get on my setup and it's something people remember. 

#careerdevelopment #careergrowth #promotion 

🤔 What are some other effective ways to be more visible? 

What are some best practices for relationship-building at work?

How can I implement walking the floor in my workplace?

How can volunteering for cross-department projects help me build my network?

I had to *something* April Foolsey 🤷‍♂️ 

Our office got a new high-end printer with every bell and whistle imaginable. 

(I did this in my early 20's which is important context for where technology was at the time.)

The agency was humming, just a typical day. 

Nothing unusual, save for an official-looking document hanging above the new printer boasting a voice activation feature.

Surely people would get the joke pretty quickly...

They did not. 

One by one they came to the printer and talked to it. 

Then yelled at it. Then left in a huff. 

I was purple in the face. It was a good day. 

🖨 

Here are some April Fools pranks from brands that you might enjoy 👇 

Today, humans delegate tasks to AI—soon, autonomous AI agents will delegate work to humans...

Lets peek into the #future 🔮 

AI agents are advanced automated #AI models that can perform multiple tasks independently to achieve a greater goal. 

There are a number of safeguards in place for this tech, including not giving it access to banking. But that limits utility...

If you were to preload funds, however, the agent would be able to use them to help achieve its goal...like hiring a human to help them when they get stuck.

Products like this are in the works NOW. And in the future, resourcing and task allocation could be largely automated for humans and systems alike. 

Throughout human history, we've always been able to predict with reasonable accuracy what the world might look like in 20 years. 

We can't do that any more. The pace of innovation will only accelerate. 

Very early in my career I encountered people who were still computer illiterate. I saw the advantages I had over someone 30 years my senior, and it terrified me thinking that I might one day be on the other side of that.

With how fast things move, staying current takes effort. 

🤔 If you have 20+ years of work still ahead of you, what can you do to keep yourself on the right side of the technology curve? 


👉 Learn from YouTube, blog, and social influencers. 
👉 #Network with people who have their fingers on the pulse.
👉 Play with these technologies yourself. Even a 1-month subscription. 

Disruption is coming—keep an open mind.

It's time to get comfortable with being uncomfortable. 


What is the potential impact of automated resourcing in the future?

What are the benefits of AI agents in the workplace?

Why is it important to stay current with technology?

Loud hype-men promising a big payday should raise red flags. 🚩 

Putting aside personal feelings on casual gambling being pushing into households, 99% of the ads for online sports betting are terrible.

And while there exists much creative potential in that space, I secretly hope for the benefit of a generation that they keep the quality low. 

Anyway…here’s a gambling-related ad that does *not* suck. 

#copywriting #creativedirection #creativity

How can a gambling-related ad be effective without being terrible?

What are the potential creative opportunities in online sports betting?

"We should start a podcast!"

6 reasons why podcasts FAIL 90% of the time...

👇 

#1. Expecting immediate returns 
#2. Inconsistency
#3...

(2 years later)

"We should start a podcast!"

What are some tips for starting a successful podcast?

How important are podcasts in today's professional world?

What are some recent developments in the podcast industry?

39% of women feel pressure to alter their appearance because of what they see online, even when they know it’s fake or AI generated. 

The shiny new toy is losing its luster.

When PhotoShop came out, unrealistic beauty standards became the norm.

AI is poised to exacerbate this problem. Unless beauty brands make a shift...

As a dad of daughters, I applaud this "clap-back" by Dove. 

It's part of a trend that's been underway—one that moves away from Instagram-style perfection toward more authentic, human (and beautiful) imperfection. 

People are beginning to rebel against AI content, and while it's often praised about being so realistic...trained eyes can tell. 

And they will make independent decisions based on that. 

👉 Listen to your audience. Give them what they want, not what is cool or convenient. 

#creativedirection #advertising #copywriting #beauty

What is Dove's 'clap-back' and why is it significant?

Why are people rebelling against Instagram-style perfection?

What are some recent developments in the rebellion against AI content?

Twenty years ago, Dove made a stand in challenging false beauty standards. Today, as we transition into an era where 90% of content is predicted to be AI-generated by 2025*, our message still stands: keep beauty real. 1 in 3 women feel pressure to...

Open video: The Code | A Dove Film | Dove Self-Esteem Project on youtube.com

The Code | A Dove Film | Dove Self-Esteem Project

LinkedIn tests new features all the time, but THIS change will disrupt the status quo for 90% of brands... 👇

Linking to articles, landing pages, and other URLs represents a core content pillar for B2B brands on this platform. 

The recent changes LinkedIn is testing impact how the images associated with these URLs display, giving them far less prominence on desktop and mobile alike. 

While this puts the emphasis on stronger writing in the post itself, it won't solve for the human eye's preference for visuals. 

👉 Here are some ways I'm thinking to navigate this situation and I am welcoming your thoughts on other strategies.

#socialmedia #contentmarketing #marketing #digitalmarketing

P.S. I get the rationale why—keeping people on the platform, uncluttering the feed, and promoting higher-effort content creation—but a workaround will still be needed. No?

What changes is LinkedIn testing that will affect B2B brands?

What are some strategies for B2B brands to navigate LinkedIn's recent changes?

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