Lexie Glanz Marketing ’19

Director, Brand Strategist 21GRAMS

Video Introduction

Major: Marketing

Job Title: Director, Brand Strategist

Company: 21GRAMS, Real Chemistry

Company Description: Pharmaceutical Advertising

Did you have any initial career goals when you entered Isenberg? Were there any key moments or influences (a guest speaker, course, or extracurricular) during your time at Isenberg that changed or confirmed your career goals?  

My biggest career goal going into Isenberg was to figure out exactly what part of Marketing I was drawn to most. Initially, the scope of the “Marketing” major seemed daunting, as it encompasses a broad range of disciplines. Through the different courses I was exposed to, the various facets of marketing became more apparent, including research, creative analysis, media/engagement, and mostly importantly, how a campaign is developed from start to finish. The course that really crystallized my understanding and interest in the field was the Advertising Practicum. This wasn’t just another class—it was a unique, hands-on opportunity to participate in a nationwide college advertising competition, creating a real-world campaign for an established brand with an actual budget. This practical experience was pivotal—it allowed me to apply classroom knowledge in a real-world context, helped me discover what marketing role my skillset aligned with best, and even better, I graduated with a real portfolio of work that had a measurable impact to discuss within prospective job opportunities.

Can you share a favorite work assignment that could help a student understand more about what you do? 

As a brand strategist, my core role is to champion the consumer’s voice within the brand. I ensure that their needs, attitudes, and preferences are clearly understood and addressed by the brand’s offerings. My favorite aspect of this job involves conducting in-depth interviews with potential consumers. This isn’t just about collecting data; it’s about genuinely connecting with people, understanding their stories, and bringing these insights back to our creative team. This helps us craft campaigns that truly resonate, making consumers feel recognized and valued. Working primarily with healthcare brands, the interviews that stick with me the most are those where I learn directly from people about their experiences with diseases and the everyday challenges they face. Sadly, many feel their struggles are underestimated or not taken seriously enough to elicit empathy. Being able to listen and provide them with a sounding board is so rewarding and reminds me that what I’m doing serves a larger purpose.

Now that you’re in this position, what aspects have surprised you that you didn’t anticipate before starting? 

What sparked my passion for advertising was always the super bowl ads you see for the big brands people always talk about. I envisioned starting my career in a big consumer brand agency, but instead, my first job landed me in a healthcare advertising agency—a sector I initially thought lacked creativity due to its stringent regulations. However, after nearly six years in this niche, I’ve had opportunities to move to traditional consumer spaces but chose to stay in healthcare. The restrictions I once feared actually make the creative process more fulfilling. Finding innovative solutions within tight constraints has become a thrilling challenge.
I’ve also developed a surprising interest in the science behind the brands I’m working with that fall into disease states like women’s health, oncology, and neurology. Science was never my favorite class growing up, but I think it’s cool to know you’re learning so much everyday that goes beyond the scope of advertising.
Another unexpected aspect of my role is the deep connection I feel with both my internal team—including art directors, copywriters, and account managers—and my external clients. Being involved in every step of creating a campaign, from concept to execution, has been an awesome way to learn how to collaborate with diverse perspectives. This comprehensive involvement and continuous learning have transformed my initial apprehensions into a passion for healthcare advertising.

What inspires you about the work you are doing in your industry? 

What inspires me most about this work is the idea of being able to change someone’s life. Obviously I don’t have a direct hand in delivering what could be a life changing treatment to a patient, but what I do have control over is helping people understand their disease better, and giving them hope that better solutions are available to them. Education can be someone’s biggest resource, and the campaigns we deliver always aim to arm doctors and patients with the information they need to feel empowered to make more informed decisions about their therapy.

What are some daily challenges you experience in your role?   

Healthcare advertising is highly regulated, meaning every word, picture, video, etc. is scrutinized by a legal and medical committee. The advertisements you likely associate our work with on TV all sound the same at the end because we always have to be transparent about the side effects of the drug in order to be able to talk about its benefits, this is what we call “fair balance”. On a day-to-day, this impacts the direction of our campaign very frequently – constantly forcing the team to reexamine how we can still accomplish our goal, and do so in a way that still feels creative enough to capture the attention of our audience. Not all battles are worth fighting for, and identifying which ones are is probably one of the hardest parts about my job. The battles we care about most are always the one’s that will transform our ad into something generic (like what you see on TV) or something that no longer connects with what we know this audience needs most. Navigating how to advise our clients through these changes can be challenging as well because they have to balance their internal stakeholder’s opinions as well.

Is there anything you wish you had done differently while a student at Isenberg? 

The culture at Isenberg is extremely motivating, everyone is there to accomplish their goals and do whatever it takes to be set up for a promising career. The one thing I wish I had done differently was take a step back and put less pressure on myself to constantly succeed. Isenberg is a rigorous program and for your benefit, you’re exposed to different majors to give you a more holistic perspective on your business focus. No one can be great at everything, and I think if I put less pressure on myself to have it all figured out the second I graduated, I probably would’ve been able to enjoy my last semester of school a bit more. My biggest piece of advise would be to focus on what motivates you, not what you see motivates everyone else you’re surrounded by. Success looks different for everyone, and luckily Isenberg gives you the tools to do that, no matter what your timeline looks like.

Networking is extremely important but can be intimidating to undergraduates. What tips do you have for getting started engaging with alum or upperclassmen? 

One phone call goes such a long way. All it takes is one connection to begin your networking journey. Every time you get on the phone with someone, come prepared with questions that show you put effort into understanding the person on the other side of the phone and always end the call by asking if they have anyone else in mind that they could connect you with next. Everyone you talk to has been in your position at one point, and you’d be surprised how eager people are to help. Start with someone that recently graduated and work your way up to people who have been in the field for a while so it feels less intimidating. Never deny an opportunity to talk to someone because you never know who they know, this is a much smaller industry than you think!

Work Experience
  • Director, Brand Strategist
  • 21GRAMS
Communities
Career Resources for Marketing Majors