Building a business from the ground up is no small feat. But Jasson Gilmore, senior vice president of global digital & consumer marketing for Allergan Aesthetics, has done it three times. Discover how his talents as an entrepreneur are being leveraged to drive innovation with his Data Labs team.
Before you became an entrepreneur, you were studying political science in college and waiting tables. What changed?
I got into entrepreneurship by accident. It happened right around the time Google had just gone public and a second tech boom had started to surge. I came across a posting for a digital media company in Orange County. It sounded interesting, so I applied and got the job. What I didn’t realize was I was employee number one.
In that start-up, I did everything from write the contracts and sell to clients, to bookkeeping, hiring, and managing our engineering group. It was a really interesting experience. Once we sold that business, I had caught the start-up bug and went on to launch two other digital media companies.
After over a decade in start-ups, you joined Allergan Aesthetics. What’s different about the work you do now?
My kids tell our neighbors I sell beauty products, which is actually true I guess. We established Data Labs to connect consumers to aesthetic treatments that could benefit them, and there’s a variety of strategies and technologies we use to do that. Allē, our software platform, is one of them. We also leverage digital marketing, data science and engineering, product and software engineering, brand strategy, promotions, content marketing and personalization to grow the business and improve our patients’ experience.
What excites you about the future of marketing?
The nexus between technology, marketing and data. In the future, all marketing will be “personalized”, whether it’s targeting HCPs, consumers or other intermediaries. What I think is compelling may be very different than what you think is compelling. To effectively do this, you need very specialized skills. You need enormous amounts of data, which is increasingly difficult to gather. You need efficient media and analytical capabilities. You need creative capacity. It’s multidisciplinary and complex, but when it comes together, it’s incredibly productive and ultimately means we reach more patients. That is what I love about what I do. When you do it well, it actually matters.
You worked for Allergan Aesthetics before it was acquired by AbbVie. What’s surprised you the most since the acquisition?
Several things are striking to me. First, the size and scale of the company. You read about it, but operating in it makes it more real. For me, having spent most of my career in small start-up environments, I had thought Allergan was very large. AbbVie is larger still. Second, the company is very disciplined and willing to resource the right things, which is a great advantage. Finally, the incredible work of the R&D organization. The science we develop is particularly impressive. The incredible work we do, the impact it has, it’s something everyone ought to be very proud of.