Lauren Boyer

Bio:

Lauren Boyer is CEO of Underscore, the precision media agency built for rare disease and oncology launches. She has led the company's evolution into a solutions-based media partner known for data-driven planning and proof of ROI, and she believes Underscore is the model for how media agencies will have to work: accountable to the science, the launch window and the dollar.
Lauren has been building digital marketing since it became a viable channel. She launched the first digital media campaign for SmithKline Beecham, shaped digital strategy for the Claritin Rx-to-OTC switch, led launch media for Sovaldi, the first hepatitis C cure, and took Wyeth Consumer Brands from digital skeptic to investing more than 10% of marketing dollars across the Advil, Centrum and Robitussin franchises through a disciplined test-and-learn program. An early Underscore breakthrough set the course: mapping Nielsen data to Yahoo's audience base to prove digital media drove retail purchase, years before attribution became an industry 
expectation.
She has been named an MM+M Woman of Distinction, a PM360 ELITE 100 Mentor honoree, and one of Inc. Magazine's top 50 female entrepreneurs. She serves on the board of Entrepreneurs' Organization, is a KPMG/University of Michigan QuantumShift Fellow, and is an active mentor to founders at every stage.